IPA TouchPoints Multi Media – multi tasking Belinda Beeftink July 2009

Agenda An introduction to TouchPoints Media changes TP1 vs TP2 The role of TV The role of internet Concurrent media use Use of internet to view TV Some conclusions

where with whom main activities media (usage and attitude to) mood lifestyles and attitudes shopping habits Deliverable 1 – The SuperHub Survey A time based study of how consumers spend their time:

Deliverable 2 – The Integrated Planning Database (IPD) The first, industry available, multi- media planning system.

Launched in 2006 First industry available, multi-media study Two databases: - the Hub Survey: a time diary based, multi-media survey for strategic channel planning. - The IPD: a multi-media channel planner constructed by integrating the UK Industry currencies onto the Hub. Great success 51 companies subscribing IPA TOUCHPOINTS1

Launched in 2008 Used same basic methodology in TP1 but completely updated - particularly digital, retail and direct Great success 56 companies currently subscribing IPA TOUCHPOINTS2

The Hub Survey – 2 parts 7 a) PDA-based diary b) Self completion questionnaire covering attitudes, shopping, technology and media behaviour Records Information By half hour: Where were you? Who were you with? What were you doing? If travelling, mode of travel and reasons for travel. Media consumption What mood were you in? Were you alert or relaxed? At the end of the day: Cinema going Advertising mail Telemarketing calls received Commercial text messages received Asks respondents for their attitudes and habits in the following areas: Television Radio Press Outdoor Cinema Online SMS text and picture messaging Event and broadcast sponsorship Direct Marketing Technology Ownership Lifestyles Attitudes Shopping Travel

Connections; interrelationships & multi-dimensional insights Demographics Life-stage Lifestyle ActivitiesWho withWhere at Newspapers TVRadio Direct Mail Sponsorship Communication Media values Life values Brand/product values Travel Out of home media TechnologyTextMobile phoneShopping TimeMulti-tasking Internet Cinema

Major insights from TouchPoints2 Overall, time spent consuming traditional media is fairly consistent However, time spent consuming the internet is growing rapidly People are media multi-tasking more Television is still the dominant medium But internet is growing quickly amongst 15-24s. The usage of traditional media’s websites can be quite small but - they extend the net reach of parent channel - they tend to attract younger/more upmarket audiences

Changes in Media use TP1 vs TP2 average weekday Source: IPA Touchpoints Hub Survey 2005/2008

Changes in Internet use TP1 vs TP2 average weekday Source: IPA Touchpoints Hub Survey 2005/2008

(hrs) 2005 (hrs) 4.2 minutes 5.4 minutes6.6 minutesNo change2.4 minutes Source: Touchpoints 2005 and Adults Minimal changes to average daily media use

2008 (hrs) 2005 (hrs) minutes10.2 minutesNo change 2.4 minutes Source: Touchpoints 2005 and 2008 – Adults Base: Commercial channels only. Internet excludes and work use. No change Commercial TV particularly strong

Source: Touchpoints 2008 – Adults Base: All Media use per day Broadcast TV dominates the media day

…including for young people Source: Touchpoints 2008 – 15-24s Base: All Media use per day ……….including for young people

Source: Touchpoints 2008 – ABC1 Adults Base: All Media use per day …as well as ABC1 adults

Source: Touchpoints 2005 and All Adults * On an average day Time Average % of Adults TV viewing has increased by over 4% since 2005 TV viewing is growing

57% Adults have used the internet before 73% Adults have used the internet before Internet Users Source: Touchpoints Adults Internet growth due to increased penetration

% Online Penetration Source: Touchpoints 2008 Base: Yes – Have Internet access at home Older women main online growth driver

% of users of media who do nothing else* Source: Touchpoints 2008 * Any physical activity TV gets more of our undivided attention

Average % of Adults Time Source: Touchpoints All Adults * On an average day Other media compete during the day

Source: Touchpoints Adults 33% of adults have watched TV and used the internet concurrently at some point during the TP2 fieldwork period Average time spent 22 mins per session Concurrent use: a growing and useful trend

Source: Touchpoints 2008 * Reach over the 2 week PDA period Reach % Time Weekday TV and internet concurrent users

Source: Touchpoints 2008 * Reach over the 2 week PDA period Time Reach % Weekend concurrent use – minimal

% Adults Source: Touchpoints Adults Online concurrent behaviour is also relaxed

3% of TV viewing is with the internet at the same time 13% of online use is done with TV concurrently Source: Touchpoints Adults At the moment, TV + online still quite small

Solus media activity Wednesday All Adults (15+) Source: IPA Touchpoints Hub Survey 2005/2008

Multiple media activity Wednesday All Adults (15+) Source: IPA Touchpoints Hub Survey 2005/2008

Solus media activity Wednesday Age Source: IPA Touchpoints Hub Survey 2005/2008

Multiple media activity Wednesday Age Source: IPA Touchpoints Hub Survey 2005/2008

Solus media consumption (%share of time and total hrs per day) Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

Internet activity in the last 7 days Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

Subscribe to dowloads by channel Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

Frequency of watching live via internet Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

Frequency of watching later via the internet Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

TV watched live by genre Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

TV watched later via the internet Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

Conclusions Multiple media use is increasing Media can work well together A small but growing number – technology Consumer is king Technology will force convergence TouchPoints 3 will provide an interesting point of comparison