CONSUMER BEHAVIOUR: MORE RECEPTIVE WHEN OUTSIDE THE HOME, MEDIA CONSUMPTION GROWING, MAXIMIZING...
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CONSUMER BEHAVIOUR: MORE RECEPTIVE WHEN OUTSIDE THE HOME, MEDIA CONSUMPTION GROWING, MAXIMIZING IMPACT OF A GLANCE August 2015
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Online and Out-of-Home (OOH) only media increasing in consumption % % -6.6% +1.2% Time spent consuming media Total 59.6 Online Total Traditional* OOH Minutes per day TIME SPENT WITH OUT-OF-HOME GROWING Source: ZenithOptimedia study on global media consumption across 65 countries May Change *Between 2010 and 2014 the average time spent reading newspapers fell by 25.6%, while time spent reading magazines fell 19.0%. Television consumption fell by 6.0%. Note: these figures represent traditional forms of usage and exclude online consumption of their brand extensions.Any time spent with online brand extensions is included in online. Out-of-Home is also part of Total Traditional. Forecasted change in time per annum between Total % Online % OOH % Television % Magazines % Newspapers %
Transcript of CONSUMER BEHAVIOUR: MORE RECEPTIVE WHEN OUTSIDE THE HOME, MEDIA CONSUMPTION GROWING, MAXIMIZING...
CONSUMER BEHAVIOUR:MORE RECEPTIVE WHEN OUTSIDE THE HOME, MEDIA CONSUMPTION GROWING,MAXIMIZING IMPACT OF A GLANCEAugust 2015
PEOPLE ARE MORE RECEPTIVE WHEN OUTSIDE THE HOME Location is the crucial element to people being receptive to
advertising
122105
87
Location 164Mood 127Content genre 121Need state 97Device 61Time of day 30
Indicators of receptivity Receptivity by location
PUBLIC PLACE
SCHOOLor WORK HOME
(Indexed, so average importance = 100)
Source: YuMe Pursuit of Attention study.. N7,000+3,651Receptivity Is defined as a passive state of mind that exists before exposure to an ad, and has an array of influencers that affect how open consumers are to advertising, with Location being the highest.
(Indexed, so average importance = 100)
Online and Out-of-Home (OOH) only media increasing in consumption
2010
+ 1.2%
+ 83.7%
-6.6%
+1.2%
Time spent consuming media
461.8Total
59.6Online
402.2Total Traditional*
105.9OOH
Minutes per day
TIME SPENT WITH OUT-OF-HOME GROWING
Source: ZenithOptimedia study on global media consumption across 65 countries May 2015
2014
485.3
109.5
375.8
107.2
Change
*Between 2010 and 2014 the average time spent reading newspapers fell by 25.6%, while time spent reading magazines fell 19.0%. Television consumption fell by 6.0%. Note: these figures represent traditional forms of usage and exclude online consumption of their brand extensions.Any time spent with online brand extensions is included in online.Out-of-Home is also part of Total Traditional.
Forecasted change in time per annum between 2014-2017
Total + 1.4%
Online + 9.8%
OOH + 0.2%
Television - 1.6%
Magazines - 4.4%
Newspapers - 4.7%
CONSUMER ATTENTION SPANS DECREASING
Get to the point and maximise the impact of a glance
Source: Microsoft Canada, consumer study of attention spans 2015, n=2,000 quantitative and n=112 neuroscience
12seconds
The average human attention span in2000
8seconds
The average human attention span in2013
9seconds
The average attention span of aGOLDFISH
TYPES OF ATTENTION:
SustainedProlonged focusMaintaining prolonged focus during repetitive tasks.
SelectiveAvoiding distractionMaintaining response in the face of distracting or competing stimuli.
AlternatingEfficiently switching between tasksShifting attention between tasks demanding different cognitive skills.
FINDINGS IN SHORT:
Digital lifestyles affect the ability to remain focused for extended periods of time.
What consumers can see in one glance has everything to do with what they’ll do next.
People with more digital lifestyles are better at simultaneously processing information from different sources.
IN ACTION:
Get your message across, right out of the gate. Get to the point.
Be different.Stand out and challenge the norm.
Continue OOH experiences on to or from mobile devices. Be interactive.
