John Bremer, Chief Research & Strategy Officer, Toluna The - - PowerPoint PPT Presentation

REAL-TIME MARKETING MEETS REAL-TIME RESEARCH: A DIGITAL ADDICTION

John Bremer, Chief Research & Strategy Officer, Toluna The Future of Media Research 10, March 2015

Understanding technology use in the UK adult population

A tale of generations and addiction

Implications for marketing Achieving cohesion amongst marketing, research and media agencies

Agenda

2

Survey of the UK Adult Population (Age 18+)

n=1320

Conducted March 4th and March 5th, 2015 Toluna’s QuickSurveys™ Data weighted to be representative of UK population with respect to the following demographic variables

Age Gender Region Income

What Did We Do?

3

A Generational Tale of Media Usage

4

Age 18 - 34 Age 35+

TV Watching Surfing Web (All Devices) Social Media Use Radio Listening Reading Newspaper Total 1.89 hrs 3.08 hrs 1.06 hrs 44m 13m 6.97h 3.15 hrs 1.92 hrs 21m 48m 34m 6.78h

Technology is Used Differently by Each Generation

5

Age 18 - 34 Age 35+

Via Smartphone Via PC/Laptop

Accessing social media Reading the news Watching video clips Banking Listening to music Playing games Checking the weather Navigation Surfing the Internet ** Watching TV shows and movies Playing games ** Checking the weather Navigation Surfing the Internet Reading the news Watching TV shows and movies Watching video clips Accessing social media Banking Listening to music **

Advertising Recognition Varies

6

TV The Internet Social Media Age 18-34 76 81 74 Age 35 + 100 100 100 The Addicts 81 67 63 Groups matched by time spent doing the activity. Age 35+ is indexed to be equal to 100.

Survey included addiction battery created by psychologists at East Carolina University. The battery is a combination of attitudinal and behavioral indicators.

Technology is an Addiction For the Younger Generation

7

• 29.3% Potentially

Addicted Age 18-34

• 14.5% Potentially

Addicted Age 35-54

• 6.1% Potentially Addicted

Age 55+

This new world order requires complete cohesion between Brands Advertising Media agencies

Market Research A New World Order – Even More than Ever Before, Must Market Differently to Different People

8

9

The New Paradigm is Beginning to Happen Now… Success!

10

“The ultimate goal is to automatically show the right advertising message to the right person at the right time – no matter whether a person is surfing social media, watching television, checking their mobile phone or walking into a store” -- Emily Steel Market Research allows the marketer to …

• 1. Match the message to the consumer.
• 2. Measure the effectiveness of the marketing program.
• 3. Test the strategy moving forward.
• 4. Fill in missing information in targeting databases.
• 5. Answer the “whys.”

MR Plays an Important Part in the New Marketing Paradigm

11

In Conclusion

12