Belgian Audience analysis during covid19 - TV / Digital + Communication Opp...
Reader2011 hr2
1. Consumer Expectations
Convergent Communications
Opportunities
Hugues Rey – Havas Media Brussels
2. What will we remember from 2010 ?
• The smartphone wars, the consolidation
of location services, the fight for our
devices, Apple vs Adobe, Google web
domination, HTML5 to the limelight ... or
the birth of the iPad? Technology
Acceptance
• The word digital is starting to lose its face
value and being taken out of an isolated
context, it is becoming an integral part of
what we produce and interact with. End
of the Media Silos
• As the perception of audiences between
the two worlds of physical and digital
become blended into a single one, so are
campaigns and ways to communicate with
consummers. Convergent Communication
2.
3. Let’s Be Prospective !
Access New
Devices
Empowered
Opportunities
to
Communicate
Consumer
Usability
Expectations
5. Smartphone: 19 % - Digital Tablet : 3%
Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les prochains mois ?
Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 1/2)
n:1072 (wave 1)
n:1067 (wave 2)
100,00%
94,6%91,60%
90,00%
80,00%
70,00%
60,00%
50,00% Wave 1
40,00% Wave 2
30,00%
19,0%
20,00%
12,6% 10,9% 11,7%
10,00%
2,4% 2,9%
0,00%
GSM Smartphone Digital tablet Netbook
6. Purchase intention
of tablet & smarts is growing
Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les prochains mois ?n:1072 (wave 1)
n:1067 (wave 2)
Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 2/2)
14,00%
12,00% 11,50%
10,50%
9,90%
10,00%
8,00% 7,30% 7,10%
6,20% Wave 1
6,00%
Wave 2
4,00%
2,00%
0,60%0,90%
0,00%
GSM Smartphone Digital tablet Netbook
7. 9 out 10 Smartphone Users
are using it every day Based on digital tablet users / n:31
Based on smartphone users / n:202
Et à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ? Based on cell phone users / n:979
And how often do you use the telecommunications devices that you own?
All Audience
Smartphone
89% Digital tablet
GSM
68% 68%
15% 12% 11%
11%
6% 6% 6%
2% 2% 0% 3% 0%
8. Use of various services on digital tablet
A quelle fréquence utilisez-vous les différents services suivants sur votre tablette numérique ?
How often do you use the following different services on your digital tablet? Based on digital tablet users / n:31
Each day Four to five times per week Once or twice a week Less than once a week Never
Using digital agenda 20% 13% 6% 13% 48%
Mobile banking 2% 5% 18% 20% 54%
Using functional tools (calculator, ..) 0% 14% 27% 25% 35%
Listening to music 14% 11% 16% 24% 35%
Watching video 17% 10% 19% 25% 29%
Playing electronic games 24% 7% 20% 16% 32%
Consult services (weather, schedules ...) 24% 8% 36% 19% 13%
Use a geolocation tool 4% 11% 10% 69%
Using GPS as routeplanner 7% 3% 9% 14% 67%
Connect to a social network 31% 17% 10% 11% 32%
To chat 12% 16% 3% 11% 58%
Send / receive emails 52% 10% 16% 8% 13%
Send / receive SMS / MMS 12% 11% 3% 5% 69%
Surf on Internet 63% 11% 10% 6% 11%
9. Source : EIAA Mediascope Belgium 2010
Multitasking is also becoming
more commonplace
83% of magazine readers media mesh
35% USE INTERNET 57% WATCH TV
ON PC
87% of newspaper readers media mesh
WHILST READING
MAGAZINE
4% USE INTERNET
ON MOBILE
65% LISTEN TO RADIO 34% USE INTERNET 57% WATCH TV
ON PC
37% READ
NEWSPAPERS
WHILST READING
NEWSPAPER 6% USE INTERNET
ON MOBILE
68% LISTEN TO RADIO
39% READ
MAGAZINES
Online news:
• 69% of surfers read news online
21. Cross channel journeys
• 2010 – I interact, therefore I am
• Deep integration between channels: It is not A to B: It is A, to B, C, D, E
all the way to Z and back again, campaign and promotional bursts need
to have a long term engagement - once the dialogue with people is open,
brands will have to keep talking - levels of engagement have to be kept
high across preferred channels of communication chosen by
consummers.
• 2011 & after …
• Isolated single channel activites will finally start their long waited
graceful decline, and the integration of a multi-part campaign will be
the norm.
• Great emphasis on user journeys and narratives and how each piece
or ‘episodes’ of a larger campaign takes the user through a storyline
being told by the brand.
• Brand engagement is not a sprint, it’s a marathon.
21.
25. As a conclusion
Convergence of Media
Content Advertising Strategy
End of
Media
Silo
Opportunity to:
1. Reach Accurate Targets
2. On an Unlimited
Numbers of plateforms
3. With a deformated
content
4. Enhance Interactivity
Content
Portability