Birst 5X: Turn Information Consumers into Information Producers – Connected or Disconnected
Connected consumers - IPC study 2014
-
Upload
magazinemediabe -
Category
Business
-
view
218 -
download
2
description
Transcript of Connected consumers - IPC study 2014
![Page 1: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/1.jpg)
Leveraging the combined strength of IPC brands
across all platforms
![Page 2: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/2.jpg)
![Page 3: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/3.jpg)
TECHNOLOGY HAS EXPLODED
More iPhones and iPads are sold
globally than babies are born
SOURCE: APPLE
![Page 4: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/4.jpg)
“I’m not at all tech savvy…
I’ve got a mobile phone, but it
would be useless in an
emergency as it takes me far
too long to find what I want,
whether making a call or trying
to text. The more modern the
technology, the more trouble I
have working it”
“My iPhone, it has everything I
need, it’s my MP3 player, my
list of contacts, my diary, my
internet connection, my alarm
clock, my camera. I don’t know
of any other bit of kit that
would replace this and it fits in
my pocket”
2008 2013
SOURCE: IPC ORIGIN PANEL
CONSUMERS’ EXPECTATIONS
HAVE CHANGED
![Page 5: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/5.jpg)
ADVERTISERS’ EXPECTATIONS
HAVE CHANGED TOO
2008 2013
Traditional
Media Campaign:
Traditional
Media:
TV
Magazines
Newspapers
Radio
Cinema
Outdoor
Internet
Social Media
Mobile
Tablet
Apps
Digital Edition
PLUS
![Page 6: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/6.jpg)
CONNECTING WITH CONSUMERS
MORE THAN EVER
SOURCE: NRS Jul 12-13, IPC Digital Analytics, comScore Sept 13
IPC
million Readers
4 2 million
Emails every
4 million Twitter
3 million
9 1 month followers likes
.
million Unique mobile
6 2 visits
. million
Unique website
6 8 visits
. million App shell
5 2 downloads
.
![Page 7: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/7.jpg)
CONSUMERS NOW INTERACT
WITH OUR BRANDS
Producing 250,000,000
interactions per year across 60 BRANDS
times per
second
1 0
![Page 8: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/8.jpg)
UNDERSTANDING
OUR CONNECTED
CONSUMERS
![Page 9: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/9.jpg)
HOW, WHEN, WHERE AND WHY DO CONSUMERS CONNECT WITH OUR BRANDS?
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
![Page 10: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/10.jpg)
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
8 of our multiplatform brands
![Page 11: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/11.jpg)
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
• Worked with YouGov, an independent research
agency to conduct quantitative research
• Fieldwork was conducted 15th March - 15th April
2013
• Approx. 15 minute interviews conducted online
• Sample obtained from: • Origin panel (women only)
• YouGov panel
• IPC Subscriber database
• Identified three areas to explore: – Audience & Journey
– Audience Experience
– Platform
Online Survey
3,543 respondents
online
For significant scaleable data into IPC multiplatform audiences, journeys and experiences; from the consumer’s perspective
![Page 12: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/12.jpg)
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
• Worked with CrowdDNA, an independent
research agency to conduct qualitative research
• Fieldwork was conducted in June 2013
• Daily diary over two week period
• Each respondent were set four, 25 minute tasks • Incl. blog entry & 1-2 videos
• Focus on three main areas of interest – Audience & Journey
– Audience Experience
– Platform
• 42 participants
Online Diaries
84 hours
A detailed, daily record of media consumed to help us unlock the drivers to media consumed and gain clear insight around the perceived benefits:
plus detail around the journey.
![Page 13: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/13.jpg)
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
• Face to face interviews conducted by CrowdDNA
• 14 participants were selected for face to face interviews
• Fieldwork was conducted in July-Aug 2013
• Each interview lasted 60 minutes
• All interviews were recorded
Face to Face Interviews
14 hours
A deeper qualitative element to dig further into their behaviour and to allow for a more investigative approach.
![Page 14: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/14.jpg)
• Telephone interviews conducted by CrowdDNA
• 7 respondents (1 from each title)
• Fieldwork was conducted in July-Aug 2013
• Each interview lasted approx. 40 minutes
Telephone Interviews
4.5 hours
Allowed us to gather a cost effective layer of insight unachievable through self-reported means.
![Page 15: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/15.jpg)
LET’S TAKE A LOOK...
![Page 16: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/16.jpg)
OUR CONSUMERS ARE
CONSTANTLY CONNECTED
VIA MULTIPLE PLATFORMS
![Page 17: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/17.jpg)
ALWAYS KEEPING UP TO DATE
Over 4 in 10 of our consumers connect with our brands
SEVERAL TIMES A DAY
“I can catch up
with the latest
trends and styles in
between issues”
“It’s more immediate
and good to be
able to get what you
are looking for”
![Page 18: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/18.jpg)
TRADITIONAL PRINT HABITS REMAIN
“I took a screengrab of a
recipe just to make sure
I had it saved and it was
easy to have on my phone
whilst I was cooking”
‘MEMORY BANKING’
“ I also like to cut things out of magazines
and keep them in a folder for future reference -
recipes, designs and inspiring ideas etc.
I also like to pass on magazines to friends”
![Page 19: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/19.jpg)
Zara video
SEAMLESSLY MIXING OLD
& NEW PLATFORMS
![Page 20: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/20.jpg)
CORE BRAND ATTRIBUTES EXTEND ACROSS ALL PLATFORMS
QUALITY CONTENT INHERENT TRUST
their brand has
quality content across
all platforms.
82% AGREE
78% AGREE
their brand contains
interesting content.
“I have read Look
for so long that I
know what to expect
and the quality that
will always be at the
forefront of
the magazine”
“I trust NME the most,
as I feel it has the most
authority for UK
alternative music of
all sorts”
![Page 21: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/21.jpg)
MAGAZINE
BRANDS ARE
ENDURING…
…BUT SOME THINGS HAVE CHANGED
![Page 22: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/22.jpg)
“Different times of the day will often dictate the platform I use”
TRADITIONAL ‘ME TIME’ HAS EVOLVED
OUR BRANDS NOW FULFIL DIFFERENT
NEEDS AT DIFFERENT TIMES OF THE DAY
![Page 23: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/23.jpg)
3 NEW MIND STATES
1. CATCH UP
TIME
2. FOCUS
TIME
3. DOWN
TIME
![Page 24: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/24.jpg)
6AM NOON
Apps, Social Media, Print, Digital Edition, Website
GETTING UP TO SPEED
CATCH UP TIME
![Page 25: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/25.jpg)
FOCUS TIME TIME DEPRIVED
Social Media, Apps, Website, Print
6PM NOON
![Page 26: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/26.jpg)
6PM MIDNIGHT
DOWN TIME ESCAPISM
Apps, Social Media, Print, Digital Edition, Website
![Page 27: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/27.jpg)
THROUGHOUT THE DAY
![Page 28: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/28.jpg)
“Depending where
I am depends on
the platform I use”
WHEREVER CONSUMERS ARE
Home Work Commute Holiday Out & About
Tablet
Desktop
Mobile
Social Media
![Page 29: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/29.jpg)
7.3 8.2
8.8 9.4
9.5
1 PLATFORM
BRAND AFFINITY INCREASES
WITH TOUCHPOINTS
2 PLATFORMS 3 PLATFORMS 4 PLATFORMS 5 PLATFORMS
![Page 30: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/30.jpg)
CONSUMERS NAVIGATE
THROUGH OUR CONTENT
ACROSS DIFFERENT
PLATFORMS
![Page 31: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/31.jpg)
THE PLATFORM JOURNEY
Digital Edition
Apps
Website
Social Media
![Page 32: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/32.jpg)
JOURNEYS DIFFER BY
MAGAZINE BRAND
![Page 33: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/33.jpg)
AFTER USING
THE NME APP
Talk about and discuss with family
& friends through social media
Buy something online
Seek inspiration for purchases
Talk about something they
have seen with family/friends
Will visit our
magazine brand website
Will go on to search for more
information online 71%
61%
53%
47%
45%
42%
![Page 34: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/34.jpg)
AFTER READING THE
MARIE CLAIRE PRINT
MAGAZINE
Talk about something they
have seen with friends and family
Seek inspiration for purchases
Read about products and
visit their website
Search for more information online
Show family and friends
Buy something in-store
67%
59%
56%
54%
52%
47%
![Page 35: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/35.jpg)
HOW CAN ADVERTISERS
BENEFIT?
![Page 36: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/36.jpg)
MAGAZINE BRANDS INFLUENCE
THROUGHOUT THE PURCHASE JOURNEY
SPARK
Almost 9 in 10 get
ideas from print
SEARCH
67% have searched for
more information online
from digital edition
SHOP
2 in 5 purchased
something instore/online
from digital platforms
SHARE
64% have shared
from our print brands
![Page 37: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/37.jpg)
SPARKING AN IDEA…
4 in 5 find ideas from our brands
1 in 2 seek inspiration for
purchases from our brands
“I picked this article up via my newsfeed on Twitter. It caught my
eye and so I went and read the article. The article was on weight
loss and it gave me some new ideas to try after reading it as I am
trying to shift a few pounds before my holiday at the moment”
![Page 38: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/38.jpg)
SPARKING AN IDEA
Danielle video
![Page 39: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/39.jpg)
GENERATING SEARCH
1 in 2 visit the advertised brands’
website for further information
4 in 5 search for inspiration for
decorating their home
“An advert I remember in a IPC magazine was for sofa.com.
It caught my eye as it was a rich colour fabric and very
contemporary. I visited their website and called to find out
prices etc.”
![Page 40: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/40.jpg)
CREATING A SALE
2 in 5 have bought something online or
in-store as a result of something
they have seen in our brands
“In regards to the magazine, it will almost
always make me end up looking at new
designers/shops that they have written
pieces on, so I can keep up and see what
the next few things to come along will be”
“From InStyle magazine
I would likely purchase
something as a result of
the expert advice offered”
![Page 41: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/41.jpg)
CREATING A SALE
Victoria video
![Page 42: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/42.jpg)
GENERATING
WORD OF MOUTH
have recommended something from our brands
“I interact with the magazine
by taking photos of
something I think a friend
would like and sending this
over to her on email”
“I use apps like ‘snapchat’ and
‘what’s app’ to interact with friends
about products and clothes.
I would take a facebook photo to talk
to friends about what I have read in
magazines and online”
Over
1 in 2
![Page 43: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/43.jpg)
PURCHASE JOURNEY HOME
8 in 10 women seek inspiration
for their homes from our brands
67% of consumers go online
to search for more information
42% buy an item in-store after
seeing them in our brands
Over 1 in 2 will recommend items they have seen
95%
69%
56%
60%
SPARK
SEARCH
SHOP
SHARE
![Page 44: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/44.jpg)
SOURCE: IPC BEAUTY RESEARCH
58% use our brands for
inspiration for a beauty product
40% have used our brands to find out
more information on beauty products
1 in 2 have tried a beauty product after
seeing it recommended in an IPC brand
45% have talked to friends & family about
beauty products they’ve seen in our brands
PURCHASE JOURNEY BEAUTY
75%
60%
58%
47%
SPARK
SEARCH
SHOP
SHARE
![Page 45: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/45.jpg)
1 in 2 have recommended food
products to friends & family
4 in 10 have purchased food
they’ve seen in print or online
1 in 2 search for more information after
seeing a new food product in print or online
6 in 10 use IPC brands to
inspire their food shopping
SOURCE: IPC FOOD FOR THOUGHT
PURCHASE JOURNEY FOOD
58%
42%
40%
46%
SPARK
SEARCH
SHOP
SHARE
![Page 46: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/46.jpg)
THINGS TO REMEMBER
![Page 47: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/47.jpg)
MAGAZINE BRANDS
… are strong and enduring
… deliver quality, deeply trusted content across all platforms
… fulfil different needs, in different places, throughout the day
… are integral to all stages of the purchase journey
![Page 48: Connected consumers - IPC study 2014](https://reader034.fdocuments.in/reader034/viewer/2022051817/54785c23b4af9f63108b4be3/html5/thumbnails/48.jpg)
…we’re already on a journey with our consumers
- let us take you with us
CONSUMERS CONNECT WITH IPC’S
MULTI-PLATFORM MAGAZINE BRANDS