News stories from TouchPoints: Keep taking the tablets September 2014

Some things don’t change Despite phenomenal changes in how people use the media, our core planning objectives remain the same to understand existing and potential customers and place the right messages in front of the right people when they are most likely to be paying attention and take action

Some suggested guidelines to enhance advertising effectiveness What we will cover today Newsbrands are growing with the advent of digital channels Newsbrands are more popular in digital media than many other formats: significant amounts of time are being spent with them and people are more engaged People use newsbrands on tablets when they are in a more relaxed and less time-pressured frame of mind and are therefore more receptive to advertising messages

But first… who are these people?

A lucrative demographic 70% ABC1 and … % % % % % % Source: IPA TouchPoints 5

> £75K125 £55 - £75K120 £35 - £55K 99 £20 - £35K103 < £20K 65 With more than an average amount of money Source: IPA TouchPoints 5

Shop at airports 291 Go to live concerts 244 Go to theatre 216 Go to art gallery 212 Go to museum 209 Attend live sport events 157 Expert in food and wine150 Go clubbing134 Go to gym130 Go to restaurants (not FF)126 Go to pubs / bars 126 Entertain at home123 Sociable, active culture vultures Source: IPA TouchPoints 5

Like to keep up with new technology 157 Friends ask my advice on brands 137 Like to keep up with latest fashions 122 Can afford to splash out on luxury goods 120 Always first to have latest things 120 Important to treat myself 106 Ahead of the curve and fashionable Source: IPA TouchPoints 5

Blu-Ray recorder320 Wi fi radio295 Apple laptop224 Apple desktop212 E-book reader183 Smart TV173 3D Blu-Ray158 Netbook151 i-phone149 3D TV147 Up to date with technology Source: IPA TouchPoints 5

Use wifi on underground254 Pay extra for one off progs230 Prefer on-line newspapers 217 Pay to stream movies178 Watch streamed live TV161 Films through catch up157 Download TV progs148 Use red button147 Listen to music on-demand146 Source: IPA TouchPoints 5 Media savvy Source: IPA TouchPoints 5

Trust newspaper advertising 142 Like relevant advertising on mobile 119 Advertising helps purchase decisions116 Like interactive ads 113 Advertising helps find products 103 And are 61% more likely to follow brands and advise others about them With positive views towards advertising Source: IPA TouchPoints 5

Newsbrands are growing with the advent of digital channels

Each month almost 42 million UK adults read a newspaper 37.3m are in print format 4.6m readers are added to the total readership Source: NRS PADD 19.4m read online

8.7m access digital newsbrands exclusively via tablet and mobile phone each month Source: comScore (8.7m), IPA TouchPoints 5 Around a third only read on tablet or phone

Print Computer Mobile Tablet Understanding how it all fits together

at least once a dayat least once a week Tablet readers frequently use newspaper apps 37% 59% Source: IPA TouchPoints 5

Each week… Tablet readers are multi-platform 61% also read a printed version 36% also read on a PC 25% also read on a mobile phone Source: IPA TouchPoints 5

Newsbrands are more popular in digital media than many other formats : significant amounts of time are being spent with them and people are more engaged

An average of over 45 minutes each day is spent reading newsbrands on a tablet each day is spent reading newsbrands on a tablet An average of over Source: IPA TouchPoints 5

A symbiotic relationship: complementary rather than competitive Source: IPA TouchPoints 5 Print M-FTablet M-F

52% of readership is done 90% of shopping remains 88% of shopping is done 65% of TV viewing remains Especially at weekends Source: IPA TouchPoints 5

“Tell me and I’ll forget. Show me and I’ll remember. Involve me and I’ll understand” Confucius, 551 BC – 479 BC Engagement – hardly a new concept

Time spent with tablets in front of a TV set Newsbrand tablet readers are less likely to be using TV at the same time 33% all tablet users 24% tablet newsbrand readers Source: IPA TouchPoints 5

People use newsbrands on tablets when they are in a more relaxed and less time-pressured frame of mind therefore more receptive to advertising messages Source: IPA TouchPoints 5

Tablet newsbrand readers are the most relaxed – particularly at weekends…

Source: IPA TouchPoints 5 …… they are also happier

Some suggested guidelines to enhance advertising effectiveness

Entertainment Communication Information Self expression Transaction

Entertainment Communication Information Self expression Transaction

Newsbrands

Some of the things people say about newsbrand tablet advertising advertising on tablets Encourages me to buy -Allows me to interact -I trust the brands that advertise here -Makes me more positive about the advertiser -Easy to refer back when you need to Source: Newsworks “Never let me go” research conducted by MTM

Newsbrands’ wide range of formats provide great flexibility and the potential for complementary brand messaging Perceptions of advertising when engaging with newsbrands via each medium: Print Computer Mobile Tablet Fun to interact with products Willing to be diverted Plenty of time to explore

People consume media along a spectrum ranging from time pressure to relaxed Relaxed Time pressured

And they also show different levels of engagement in the channels they use High engagement Low engagement Relaxed Time pressured

And they also show different levels of engagement in the channels they use High engagement Low engagement Radio morning Radio evening Glossy magazines Trade press Internet (searching) Internet (browsing) Relaxed Time pressured Cinema Trade press

Tablet newsbrand readers are more engaged and relaxed High engagement Low engagement Relaxed Time pressured Newsbrands

Key points - Tablet readership adds lucrative and appealing audiences to overall newsbrand consumption - Messages should be designed and placed to capitalise on higher levels of engagement and a more relaxed frame of mind - TouchPoints allows us to explore more closely the relationships that people have with newsbrands and to look further into how they sit and fit with other media behaviour