Size Matters - Understanding Monumentality Across Ancient ...
Research Matters: Understanding Consumption of Digital Media
-
Upload
branded-ltd -
Category
Business
-
view
14.470 -
download
0
Transcript of Research Matters: Understanding Consumption of Digital Media
![Page 1: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/1.jpg)
1
WELCOME TO THE NEW NORMAL Digital Matters, Singapore May 2012
![Page 2: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/2.jpg)
2
Where consumers are
constantly connected
and “always on” is their
default setting
Welcome to the new normal
![Page 3: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/3.jpg)
INSERT "NEW NORMAL" VIDEO HERE THEN DELETE THIS TEXT BOX
![Page 4: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/4.jpg)
IPSOS OPEN THINKING EXCHANGE
Where we will need to learn to cope with super abundance - tools, choices, apps move to one touch actions combined with the visualisation of information
Welcome to the new normal
![Page 5: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/5.jpg)
Where we are moving towards a culture where information about most things becomes freely available
Welcome to the new normal
![Page 6: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/6.jpg)
And where personalization via devices and apps will continue to quickly grow
Welcome to the new normal
![Page 7: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/7.jpg)
We have to engage them in ways that capitalize on and mimic their expectations in a digital world
IPSOS OPEN THINKING EXCHANGE
Today’s consumers are different
![Page 8: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/8.jpg)
8
DIGITAL DILEMMAS
25 countries 19,271 interviews
January 2012
Digital Dilemmas: what can you give up?
![Page 9: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/9.jpg)
9
A: talk on the phone B: talk in person
DIGITAL DILEMMAS
#1 Brazil / Spain – 90%
#25 China – 55%
B
![Page 10: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/10.jpg)
10
A: talk on the phone B: text message
DIGITAL DILEMMAS
#1 A: Spain – 79%
#1 B: Indonesia – 49%
A
![Page 11: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/11.jpg)
11
A: Give up your computer B: Give up your mobile
DIGITAL DILEMMAS
#1 Canada – 80%
#25 Saudi Arabia – 49%
B
![Page 12: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/12.jpg)
12
A: Give up sex B: Give up your mobile
DIGITAL DILEMMAS
#1 Brazil – 92%
#25 Japan – 53%
B
![Page 13: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/13.jpg)
13
A: Give up social networking B: Give up TV
DIGITAL DILEMMAS
#1 UK – 77%
#25 China – 35%
A
![Page 14: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/14.jpg)
14
“I have become more reliant on my pc for entertainment needs”
DIGITAL DILEMMAS
#1 China – 61%
#25 France – 27%
40%
![Page 15: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/15.jpg)
15
“I check my friends SNS updates within an hour after waking up”
DIGITAL DILEMMAS
#1 Brazil – 29%
#25 Italy – 10%
17%
![Page 16: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/16.jpg)
16
“I share everything online”
DIGITAL DILEMMAS
#1 Hong Kong – 25%
#25 Hungary – 1%
8%
![Page 17: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/17.jpg)
Transforming for social media
“The sun is setting on display ads, and publishers should focus instead on ads tailored for social media.”
Jonah Peretti, founder of the Huffington Post and viral content site Buzzfeed
![Page 18: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/18.jpg)
Examine how today's media meets human needs EXPLORE YOUR
WORLD
DISCOVERY
STANDING OUT
ACQUIRING KNOWLEDGE EFFICIENCY
BELONGING TO A GROUP
GENERATING QUALITY TIME
HAVING FUN ESCAPE
![Page 19: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/19.jpg)
Traditional and new media fuse; and our relationship boundaries have blurred
![Page 20: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/20.jpg)
Handwriting is disappearing; words abbreviated by SMS, Tweets
Indiana, US just asks that students be able to type on keyboards Here's how stars Miley Cyrus and Justin Bieber write....
![Page 21: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/21.jpg)
UK apps: the long tail....
0
10
20
30
40
50
60
70
80
90
100
Top 100 apps ranked by reach
% u
sed
app
past
mon
th
Next 90 apps 8% to 1% reach
Top 10 apps reach 9% or more
![Page 22: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/22.jpg)
The paperless cabin: massive media choices Singapore Airlines Airbus A380 superjumbo + Boeing 777 flights
![Page 23: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/23.jpg)
XXXXX
Personalised social TV will be the norm
![Page 24: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/24.jpg)
24
0
0
1
1
1
1
1
3
4
2
7
5
5
1
3
12
9
12
12
7
23
25
33
44
45
40
34
39
46
46
54
52
44
49
49
33
38
36
33
31
22
22
25
18
19
18
12
9
9
8
7
7
6
5
4
3
3
3
2
1
3
1
2
2
16Social media/ viral
Online advertising
Mobile
Events
PR
CRM
Online videos
Shopper marketing
Sponsorship
Outdoor/ out of home
Magazines
Newspapers
Terrestrial TV
Social media + online advertising tops the bill in 2012
Base: All marketers (N=443)
B4. The following are various types of media channels. How would you describe their role in your marketing communications plan for 2012?
Much higher than in 2011 Higher than in 2011
Lower than in 2011 Much lower than in 2011
Much higher/ Higher role than in
2011
65% 61% 42% 47% 44% 40% 38% 28% 27% 29% 21% 22% 21%
![Page 25: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/25.jpg)
Biometrics: now you don't need to ask....
• Heart Response • Respiration • Skin Conductance • Approach or Avoid • Boredom, Tension, Humor • Arousal & Excitement • Movement Orientation • Eye Tracking Attention & Processing
![Page 26: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/26.jpg)
Facial interpretation
![Page 27: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/27.jpg)
Unbranded Product Product when Branded
Neuroscience has brought new knowledge to our understanding of brands: media engagement can make the lights shine even
brighter
![Page 28: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/28.jpg)
Global brands are demanding more Disruptive market realities are stimulating needs for
more agile processes.
CONTINOUS FEEDBACK
INTEGRATED DATA
ACTIONABLE INSIGHTS
CONTEXTUAL REPORTS
IPSOS OPEN THINKING EXCHANGE
![Page 29: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/29.jpg)
The more people see two-way engagement and
being able to interact with people all over the
world, I think the less they want to be involved
in structured research.
Global Research Lead, Fortune 100
IPSOS OPEN THINKING EXCHANGE
![Page 30: Research Matters: Understanding Consumption of Digital Media](https://reader034.fdocuments.us/reader034/viewer/2022050613/58edaa1f1a28ab03518b462f/html5/thumbnails/30.jpg)
The best way to predict the future, is to create it.
IPSOS OPEN THINKING EXCHANGE