TN

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Title slide for Rufus intro

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A quarter are under 35

Need reassurance and deals from tech companies

Traditional media habits

17% of 16-24’s are Price Pragmatists

A quarter are under 35

Need reassurance and deals from tech companies

Traditional media habits

17% of 16-24’s are Price Pragmatists

Older, affluent late majority buyers

Bank of mum and dad

High spend on more traditional items

Family focus

Importance of popular print newspapers

TV affects demand for other devices

Not so young

Important influencers for friends

Need to be connected

Digital first, with traditional back-up

Not young, not all male

55% buy tech online

The most influential

Account for 36% of last year’s tech purchases

Tech Rich spend most on tech items and devices

(excl pay TV & Mobile)

TV Worshippers spend most on pay TV

Social Addicts spend most on mobile

(Source: TGI Clickstream Q4 2012)

Tech Nation groups across the generations

Tech Nation groups across the generations

75% 75%

55%

24%

40%

26%

Breakfast Mid/late morning Lunch/early afternoon

Late afternoon Early evening Mid evening Late evening/night

TV Radio Newsbrands

76%

86%

51%

39%

59%

38%



TV Radio Newsbrands

75%82%

61%

42% 40% 43%



TV Radio Newsbrands

72%

87%

45%

55%

42%

66%

% of those consuming each media accessing

at each daypart



TV Radio Newsbrands

77%

90%

53%50%

59% 60%



TV Radio Newsbrands

Inspiration Opinion Information

Information

TV

TV adverts inspiring as offer a mixture of visuals

and sound. Can showcase product and key

functions (e.g. Kindle being used on beach)

Likely to follow up on ads, even if not to make

immediate purchase

Consumer advice items on TV programmes

valued (e.g. Martin Lewis, Anne Robinson on This

Morning)

However, TV technology programmes often too

aspirational, showcasing unaffordable products

Suspicion that manufacturers are influencing the

items featured / provided for tests

More associated with entertainment than

information, thus issues with trust and even

concentration given at time of viewing

For radio listeners, programmes on tech would

be trusted especially if on Radio 4 or similar.

However, lack of awareness or consumption of

such content

Adverts not effective as can’t see the product.

Also difficult to take in much information about

tech spec or deals

Whilst authoritative, the medium has traditional

connotations, perhaps not best suited to the

category

Radio

Generally the most highly rated info source and the

one all others are compared to…

The most trusted source of information, with

advice frequently sought

Also a key source of inspiration when seeing

friends and family members with tech items

‘Pester power’ of children often having an impact

on purchase decisions

Friends & Family

Retailers

Varies by retailer, e.g. John Lewis especially

trusted as advisors with opportunity to see in store

before purchasing online

Offer chance to see and touch the product before

purchasing and ask for advice (often a stage when

other sources used)

However, may be motivated by sales targets, and

unlikely to emphasise flaws. Limited to products

they have on offer, rather than giving full spectrum

of advice

Can also vary by knowledge of sales assistant.

This seen as often being general, rather than

expert / sub-category specific

A valued source for detailed information on

technical spec and comparing models within range

Important role in after-sale service, community

and information than purchase decision making.

Often a content hub (e.g. Apple, Amazon)

Not a neutral source for opinion or finding out

about potential flaws

Brands websites

The discussion on websites was reflected in

conversation around magazines

Like electrical retailers, the provider/brand is

important. A service like Which? is seen as a

source of unbiased information and opinion

User comments on forums can be trawled to

look for common pluses or negatives for

products

Can allow efficient comparison of a range of

brands and products

User comments seen as ‘faceless’, may not

have high knowledge or may have hidden

agenda

May be influenced by manufacturers, and

adverts alongside reviews can raise suspicion

Specialist websites

Newsbrands seen to have strengths in

inspiration, opinion, and information…

Adverts seen to spark interest in products (e.g.

Virgin Media offer for 6 months half

price)…important role at outset of purchase

process. Deals and offers appealing

Reviews respected, seen as a trusted source of

consumer information. More accountable than

tech forum reviews, not just faceless comment

Allows detailed reading and

consideration, association with in-depth coverage

Online user comments benefit from association

with the newsbrand. Give sense of the type of

person commenting

Newspaper adverts not seen as compelling as the

audio-visual mix of TV

Newsbrands

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Practical pointers

An extra piece of the jigsaw

Media considerations for the 68% of 15-34s

who are not social addicts

Early adopters in other key categories are

likely to be older

We can run the tech types against your brand

We will bring more analysis and research to

provide continuing insight

What do they think of Newsbrands?

I would be willing

to pay to access

content on

newspaper

websites

66

What this means to Newsbrands?

69

An extra piece of the jigsaw

Media considerations for the 68%

of 15-34s who are not social addicts

Early adopters in other key categories

are likely to be older

We can run the tech types against your brand

We will bring more analysis and research

to provide continuing insight

TN

Technology

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