John Bremer, Chief Research & Strategy Officer, Toluna The - PowerPoint PPT Presentation

REAL-TIME MARKETING MEETS REAL-TIME RESEARCH: A DIGITAL ADDICTION John Bremer, Chief Research & Strategy Officer, Toluna The Future of Media Research 10, March 2015

Agenda Understanding technology use in the UK adult population A tale of generations and addiction Implications for marketing Achieving cohesion amongst marketing, research and media agencies 2

What Did We Do? Survey of the UK Adult Population (Age 18+) n=1320 Conducted March 4 th and March 5 th , 2015 Toluna’s QuickSurveys ™ Data weighted to be representative of UK population with respect to the following demographic variables Age Gender Region Income 3

A Generational Tale of Media Usage 1.89 hrs 3.15 hrs TV Watching 3.08 hrs 1.92 hrs Surfing Web (All Devices) 1.06 hrs 21m Social Media Use 44m 48m Radio Listening 13m 34m Reading Newspaper 6.97h 6.78h Total Age 35+ Age 18 - 34 4

Technology is Used Differently by Each Generation Via Smartphone Accessing social media Playing games ** Reading the news Checking the weather Watching video clips Navigation Banking Listening to music Playing games Checking the weather Navigation Via PC/Laptop Surfing the Internet Surfing the Internet ** Reading the news Watching TV shows and movies Watching TV shows and movies Watching video clips Accessing social media Banking Listening to music ** Age 35+ Age 18 - 34 5

Advertising Recognition Varies TV The Internet Social Media Age 18-34 76 81 74 Age 35 + 100 100 100 The Addicts 81 67 63 Groups matched by time spent doing the activity. Age 35+ is indexed to be equal to 100. 6

Technology is an Addiction For the Younger Generation Age 18-34 Survey included addiction battery • 29.3% Potentially created by Addicted psychologists at East Carolina Age 35-54 University. • 14.5% Potentially The battery is a Addicted combination of attitudinal and Age 55+ behavioral indicators. • 6.1% Potentially Addicted 7

A New World Order – Even More than Ever Before, Must Market Differently to Different People This new world order requires complete cohesion between Brands Advertising Media agencies Market Research 8

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The New Paradigm is Beginning to Happen Now… Success! 10

MR Plays an Important Part in the New Marketing Paradigm “The ultimate goal is to automatically show the right advertising message to the right person at the right time – no matter whether a person is surfing social media, watching television, checking their mobile phone or walking into a store” -- Emily Steel Market Research allows the marketer to … 1. Match the message to the consumer. 2. Measure the effectiveness of the marketing program. 3. Test the strategy moving forward. 4. Fill in missing information in targeting databases. 5. Answer the “whys.” 11

In Conclusion 12