Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Directing the traffic
- Mobile technology will be the receptor of a new era in marketing
Market in Brief
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- Beware of change
- The early adopters
- Don’t pay, won’t pay
- Vying for attention
- Cross-category reach
- UGC aids understanding
- Opportunities for all
Internal Market Environment
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- Key points
- Want to play?
- For whom the bell tolls
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- Figure 1: Newspapers – average daily (Mon-Sat) net circulation, December 2004-December 2009
- The threat from freesheets
- Online newspaper usage
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- Figure 2: Daily usage for leading online newspaper websites, April 2010
- Demand for online readership
- Magazine readership
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- Figure 3: Top 100 actively purchased magazines, total average net circulation, December 2004-December 2009
- Figure 4: Year-on-year percentage change of total average circulation of selected magazine sectors in the first half of 2010
- Digital UK
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- Figure 5: TV platforms, by millions of UK homes, 2004-09
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- Figure 6: Types of TV received by UK households, Q1 2010
- Figure 7: Subscription to Sky channels, by age, Q1 2010
- Age of mobile
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- Figure 8: UK mobile penetration, by gender, age and socio-economic group, Q1 2010
- Figure 9: Use of mobile phone during the past week, Q1 2010
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- Figure 10: Number of calls and text messages in last week, 2005-09
- Phones and the future
- Radio failing to strike a chord with youth
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- Figure 11: Frequency of radio listening, by age, Q1 2010
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- Figure 12: Type of radio used, by age, Q1 2010
- A digital lemon?
- Broadband bundle boost
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- Figure 13: Broadband penetration, by demographics, 2004-09
- Attention Deficit Disorder?
Broader Market Environment
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- Key points
- Economy bottoms out?
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- Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
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- Figure 15: GfK NOP Consumer Confidence Index, September 2009-September 2010
- Employment hits youth hard
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- Figure 16: Employment and unemployment, by gender, 2005-15
- In search of a free lunch
- Coming of age
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- Figure 17: Trends in the age structure of the UK population, 2005-15
- Growth in the white-collar workforce
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- Figure 18: Forecast adult population trends, by socio-economic group, 2005-15
- Living alone, staying at home
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- Figure 19: UK households, by size, 2005-15
Youth Targeting in Action
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- Key points
- Vital signs
- TalkTalk
- Youth appeal = mass-market appeal
- Beyond sponsorship
- Strategy review
- Phones4U
- Kiss and make up?
- INQ
- On format
- Big pull from the big screen
- Product placement
- When cinema meets digital
- Coke Zero to coke hero
- Strategy review
TV Viewing Habits
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- Key points
- 16-24s
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- Figure 20: Types of TV programme watched – 16-24s, August 2010
- All respondents
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- Figure 21: Types of TV programme watched – all respondents, August 2010
- Youth aversion
- What youths want
- Gender divides
- TV viewing habits sustaining a social divide?
- Opportunities to cross-promote
- Case study
Radio Listening Habits
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- Key points
- Radio listening
- 16-24s
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- Figure 22: Types of radio programme listened to – 16-24s, August 2010
- All respondents
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- Figure 23: Types of radio programme listened to – all respondents, August 2010
- Music monopoly
- Beyond music
- Same audience, different station?
- Sport – the great unifier
- Affluence and gender promote diversity in listening
Magazine Readership
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- Key points
- Magazine readership
- 16-24s
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- Figure 24: Types of newspaper/magazine content read – 16-24s, August 2010
- All respondents
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- Figure 25: Types of newspaper/magazine content read – all respondents, August 2010
- The end of authority
- Topics of disinterest
- Demographic hotspots
- Cross-category reach
Internet Usage
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- Key points
- Internet usage
- 16-24s
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- Figure 26: Types of internet activity done in last three months – 16-24s, August 2010
- All respondents
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- Figure 27: Types of internet activity done in last three months – all respondents, August 2010
- Mobile – the youth domain
- Up-to-the-minute information in the third space
- The lowdown on downloads
- Target audience isolated
- Video going mainstream
- Regional and social divisions
- Digital equality for the next generation
- Cross-promotion opportunities
- Between laptops and mobiles
- User know-how
Online Transactions
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- Key points
- Online transactions
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- Figure 28: Types of financial transaction made online in last three months – 16-24s and all, August 2010
- A terrifying glimpse into the future?
- Londoners only pay for online entertainment
- Between spending and saving
- e-commerce and eBay
Media Multitasking
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- Key points
- Media usage habits
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- Figure 29: Media usage habits – 16-24s and all, August 2010
- Background music
- Media capability
Attitudes Towards Media
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- Key points
- Choices and competition
- 16-24s
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- Figure 30: Attitudes towards media – 16-24s, August 2010
- All respondents
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- Figure 31: Attitudes towards media – all respondents, August 2010
- For and against hard-copy news
- Too much time online
- TV limitations
Making Purchasing Decisions
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- Key points
- Media influence
- 16-24s
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- Figure 32: Attitudes towards the impact of media on purchasing – 16-24s, August 2010
- All respondents
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- Figure 33: Attitudes towards the impact of media on purchasing – all respondents, August 2010
- Hook, line and sinker for 16-24s
- Hell hath no fury…
- Traditional media still youth-effective
- Interaction or infringement?
Targeting Opportunities
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- Key points
- Target groups
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- Figure 34: Consumer target groups for 16-24 media consumption habits, August 2010
- Average Jo-sephines – 26%
- Virtual playthings – 22%
- Media Junkies – 19%
- Quality Not Quantity – 33%
Appendix – TV Viewing Habits
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- Figure 35: Most popular types of TV programme watched – 16-24s, by demographics, August 2010
- Figure 36: Next most popular types of TV programme watched – 16-24s, by demographics, August 2010
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- Figure 37: Other types of TV programme watched – 16-24s, by demographics, August 2010
- All respondents
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- Figure 38: Most popular types of TV programme watched – all respondents, by demographics, August 2010
- Figure 39: Next most popular types of TV programme watched – all respondents, by demographics, August 2010
- Figure 40: Other types of TV programme watched – all respondents, by demographics, August 2010
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- Figure 41: Types of TV programme watched, by most popular types of TV programme watched – 16-24s, August 2010
- Figure 42: Types of TV programme watched, by next most popular types of TV programme watched – 16-24s, August 2010
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- Figure 43: Types of TV programme watched, by other types of TV programme watched – 16-24s, August 2010
- Figure 44: Types of TV programme watched, by least popular types of TV programme watched – 16-24s, August 2010
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Appendix – Radio Listening Habits
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- Figure 45: Most popular types of radio programme listened to – 16-24s, by demographics, August 2010
- Figure 46: Next most popular types of radio programme listened to – 16-24s, by demographics, August 2010
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- Figure 47: Most popular types of radio programme listened to – all respondents, by demographics, August 2010
- Figure 48: Next most popular types of radio programme listened to – all respondents, by demographics, August 2010
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- Figure 49: Types of TV programme watched, by most popular types of radio programme listened to – 16-24s, August 2010
- Figure 50: Types of TV programme watched, by next most popular types of radio programme listened to – 16-24s, August 2010
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- Figure 51: Types of TV programme watched, by other types of radio programme listened to – 16-24s, August 2010
- Figure 52: Types of radio programme listened to, by most popular types of radio programme listened to – 16-24s, August 2010
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- Figure 53: Types of radio programme listened to, by next most popular types of radio programme listened to – 16-24s, August 2010
- Figure 54: Types of radio programme listened to, by other types of radio programme listened to – 16-24s, August 2010
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Appendix – Magazine Readership
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- Figure 55: Most popular types of newspaper/magazine content read – 16-24s, by demographics, August 2010
- Figure 56: Next most popular types of newspaper/magazine content read – 16-24s, by demographics, August 2010
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- Figure 57: Other types of newspaper/magazine content read – 16-24s, by demographics, August 2010
- Figure 58: Most popular types of newspaper/magazine content read – all respondents, by demographics, August 2010
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- Figure 59: Next most popular types of newspaper/magazine content read – all respondents, by demographics, August 2010
- Figure 60: Other types of newspaper/magazine content read – all respondents, by demographics, August 2010
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- Figure 61: Types of TV programme watched, by most popular types of newspaper/magazine content read – 16-24s, August 2010
- Figure 62: Types of TV programme watched, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 63: Types of TV programme watched, by other types of newspaper/magazine content read – 16-24s, August 2010
- Figure 64: Types of radio programme listened to, by most popular types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 65: Types of radio programme listened to, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
- Figure 66: Types of radio programme listened to, by other types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 67: Types of newspaper/magazine content read, by most popular types of newspaper/magazine content read – 16-24s, August 2010
- Figure 68: Types of newspaper/magazine content read, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 69: Types of newspaper/magazine content read, by other types of newspaper/magazine content read – 16-24s, August 2010
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Appendix – Internet Usage
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- Figure 70: Most popular types of internet activity done in last three months via PC/laptop – 16-24s, by demographics, August 2010
- Figure 71: Next most popular types of internet activity done in last three months via PC/laptop – 16-24s, by demographics, August 2010
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- Figure 72: Other types of internet activity done in last three months via PC/laptop – 16-24s, by demographics, August 2010
- Figure 73: Most popular types of internet activity done in last three months via mobile phone/PDA – 16-24s, by demographics, August 2010
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- Figure 74: Next most popular types of internet activity done in last three months via mobile phone/PDA – 16-24s, by demographics, August 2010
- Figure 75: Most popular types of internet activity done in last three months via PC/laptop – all respondents, by demographics, August 2010
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- Figure 76: Next most popular types of internet activity done via PC/laptop in last three months – all respondents, by demographics, August 2010
- Figure 77: Other types of internet activity done in last three months via PC/laptop – all respondents, by demographics, August 2010
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- Figure 78: Most popular types of internet activity done in last three months via mobile phone/PDA – all respondents, by demographics, August 2010
- Figure 79: Next most popular types of internet activity done in last three months via mobile phone/PDA – all respondents, by demographics, August 2010
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- Figure 80: Other types of internet activity done in last three months via mobile phone/PDA – all respondents, by demographics, August 2010
- Figure 81: Types of internet activity done in last three months, by most popular types of TV programme watched – 16-24s, August 2010
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- Figure 82: Types of internet activity done in last three months, by next most popular types of TV programme watched – 16-24s, August 2010
- Figure 83: Types of internet activity done in last three months, by other types of TV programme watched – 16-24s, August 2010
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- Figure 84: Types of internet activity done in last three months, by least popular types of TV programme watched – 16-24s, August 2010
- Figure 85: Types of internet activity done in last three months, by most popular types of radio programme listened to – 16-24s, August 2010
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- Figure 86: Types of internet activity done in last three months, by next most popular types of radio programme listened to – 16-24s, August 2010
- Figure 87: Types of internet activity done in last three months, by other types of radio programme listened to – 16-24s, August 2010
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- Figure 88: Types of internet activity done in last three months, by most popular types of newspaper/magazine content read – 16-24s, August 2010
- Figure 89: Types of internet activity done in last three months, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 90: Types of internet activity done in last three months, by other types of newspaper/magazine content read – 16-24s, August 2010
- Figure 91: Types of internet activity done in last three months, by least popular types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 92: Types of internet activity done in last three months, by most popular types of TV programme watched – 16-24s, August 2010
- Figure 93: Types of internet activity done in last three months, by next most popular types of TV programme watched – 16-24s, August 2010
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- Figure 94: Types of internet activity done in last three months, by other types of TV programme watched – 16-24s, August 2010
- Figure 95: Types of internet activity done in last three months, by least popular types of TV programme watched – 16-24s, August 2010
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- Figure 96: Types of internet activity done in last three months, by most popular types of radio programme listened to – 16-24s, August 2010
- Figure 97: Types of internet activity done in last three months, by next most popular types of radio programme listened to – 16-24s, August 2010
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- Figure 98: Types of internet activity done in last three months, by other types of radio programme listened to – 16-24s, August 2010
- Figure 99: Types of internet activity done in last three months, by most popular types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 100: Types of internet activity done in last three months, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
- Figure 101: Types of internet activity done in last three months, by other types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 102: Types of internet activity done in last three months, by least popular types of newspaper/magazine content read – 16-24s, August 2010
- Figure 103: Types of internet activity done in last three months, by most popular types of internet activity done in last three months – 16-24s, August 2010
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- Figure 104: Types of internet activity done in last three months, by next most popular types of internet activity done in last three months – 16-24s, August 2010
- Figure 105: Types of internet activity done in last three months, by other types of internet activity done in last three months – 16-24s, August 2010
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- Figure 106: Types of internet activity done in last three months, by most popular types of internet activity done in last three months – 16-24s, August 2010
- Figure 107: Types of internet activity done in last three months, by next most popular types of internet activity done in last three months – 16-24s, August 2010
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Appendix – Online Transactions
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- Figure 108: Most popular types of financial transaction made online in last three months – 16-24s, by demographics, August 2010
- Figure 109: Next most popular types of financial transaction made online in last three months – 16-24s, by demographics, August 2010
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- Figure 110: Most popular types of financial transaction made online in last three months – all respondents, by demographics, August 2010
- Figure 111: Next most popular types of financial transaction made online in last three months – all respondents, by demographics, August 2010
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- Figure 112: Types of financial transaction made online in last three months, by most popular types of TV programme watched – 16-24s, August 2010
- Figure 113: Types of financial transaction made online in last three months, by next most popular types of TV programme watched – 16-24s, August 2010
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- Figure 114: Types of financial transaction made online in last three months, by other types of TV programme watched – 16-24s, August 2010
- Figure 115: Types of financial transaction made online in last three months, by least popular types of TV programme watched – 16-24s, August 2010
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- Figure 116: Types of financial transaction made online in last three months, by most popular types of radio programme listened to – 16-24s, August 2010
- Figure 117: Types of financial transaction made online in last three months, by next most popular types of radio programme listened to – 16-24s, August 2010
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- Figure 118: Types of financial transaction made online in last three months, by other types of radio programme listened to – 16-24s, August 2010
- Figure 119: Types of financial transaction made online in last three months, by most popular types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 120: Types of financial transaction made online in last three months, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
- Figure 121: Types of financial transaction made online in last three months, by other types of newspaper/magazine content read – 16-24s, August 2010
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- Figure 122: Types of financial transaction made online in last three months, by least popular types of newspaper/magazine content read – 16-24s, August 2010
- Figure 123: Types of financial transaction made online in last three months, by most popular types of internet activity done in last three months – 16-24s, August 2010
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- Figure 124: Types of financial transaction made online in last three months, by next most popular types of internet activity done in last three months – 16-24s, August 2010
- Figure 125: Types of financial transaction made online in last three months, by other types of internet activity done in last three months – 16-24s, August 2010
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- Figure 126: Types of financial transaction made online in last three months, by most popular types of internet activity done in last three months – 16-24s, August 2010
- Figure 127: Types of financial transaction made online in last three months, by next most popular types of internet activity done in last three months – 16-24s, August 2010
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- Figure 128: Types of financial transaction made online in last three months, by most popular types of financial transaction made online in last three months – 16-24s, August 2010
- Figure 129: Types of financial transaction made online in last three months, by next most popular types of financial transaction made online in last three months – 16-24s, August 2010
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Appendix – Media Multitasking
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- Figure 130: Most popular media usage habits – 16-24s, by demographics, August 2010
- Figure 131: Next most popular media usage habits – 16-24s, by demographics, August 2010
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- Figure 132: Most popular media usage habits – all respondents, by demographics, August 2010
- Figure 133: Next most popular media usage habits – all respondents, by demographics, August 2010
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- Figure 134: Types of TV programme watched, by most popular media usage habits – 16-24s, August 2010
- Figure 135: Types of TV programme watched, by next most popular media usage habits – 16-24s, August 2010
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- Figure 136: Types of radio programme listened to, by most popular media usage habits – 16-24s, August 2010
- Figure 137: Types of radio programme listened to, by next most popular media usage habits – 16-24s, August 2010
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- Figure 138: Types of newspaper/magazine content read, by most popular media usage habits – 16-24s, August 2010
- Figure 139: Types of newspaper/magazine content read, by next most popular media usage habits – 16-24s, August 2010
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- Figure 140: Types of internet activity done in last three months, by most popular media usage habits – 16-24s, August 2010
- Figure 141: Types of internet activity done in last three months, by next most popular media usage habits – 16-24s, August 2010
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- Figure 142: Types of internet activity done in last three months, by most popular media usage habits – 16-24s, August 2010
- Figure 143: Types of internet activity done in last three months, by next most popular media usage habits – 16-24s, August 2010
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- Figure 144: Types of financial transaction made online in last three months, by most popular media usage habits – 16-24s, August 2010
- Figure 145: Types of financial transaction made online in last three months, by next most popular media usage habits – 16-24s, August 2010
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- Figure 146: Media usage habits, by most popular media usage habits – 16-24s, August 2010
- Figure 147: Media usage habits, by next most popular media usage habits – 16-24s, August 2010
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Appendix – Attitudes Towards Media
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- Figure 148: Most popular attitudes towards media – 16-24s, by demographics, August 2010
- Figure 149: Next most popular attitudes towards media – 16-24s, by demographics, August 2010
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- Figure 150: Most popular attitudes towards media – all respondents, by demographics, August 2010
- Figure 151: Next most popular attitudes towards media – all respondents, by demographics, August 2010
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- Figure 152: Types of TV programme watched, by most popular attitudes towards media – 16-24s, August 2010
- Figure 153: Types of TV programme watched, by next most popular attitudes towards media – 16-24s, August 2010
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- Figure 154: Types of radio programme listened to, by most popular attitudes towards media – 16-24s, August 2010
- Figure 155: Types of radio programme listened to, by next most popular attitudes towards media – 16-24s, August 2010
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- Figure 156: Types of newspaper/magazine content read, by most popular attitudes towards media – 16-24s, August 2010
- Figure 157: Types of newspaper/magazine content read, by next most popular attitudes towards media – 16-24s, August 2010
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- Figure 158: Types of internet activity done in last three months, by most popular attitudes towards media – 16-24s, August 010
- Figure 159: Types of internet activity done in last three months, by next most popular attitudes towards media – 16-24s, August 2010
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- Figure 160: Types of internet activity done in last three months, by most popular attitudes towards media – 16-24s, August 2010
- Figure 161: Types of internet activity done in last three months, by next most popular attitudes towards media – 16-24s, August 2010
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- Figure 162: Types of financial transaction made online in last three months, by most popular attitudes towards media – 16-24s, August 2010
- Figure 163: Types of financial transaction made online in last three months, by next most popular attitudes towards media – 16-24s, August 2010
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- Figure 164: Media usage habits, by most popular attitudes towards media – 16-24s, August 2010
- Figure 165: Media usage habits, by next most popular attitudes towards media – 16-24s, August 2010
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- Figure 166: Attitudes towards media, by most popular attitudes towards media – 16-24s, August 2010
- Figure 167: Attitudes towards media, by next most popular attitudes towards media – 16-24s, August 2010
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Appendix – Making Purchasing Decisions
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- Figure 168: Most popular attitudes towards the impact of media on purchasing – 16-24s, by demographics, August 2010
- Figure 169: Next most popular attitudes towards the impact of media on purchasing – 16-24s, by demographics, August 2010
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- Figure 170: Most popular attitudes towards the impact of media on purchasing – all respondents, by demographics, August 2010
- Figure 171: Next most popular attitudes towards the impact of media on purchasing – all respondents, by demographics, August 2010
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- Figure 172: Types of TV programme watched, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 173: Types of TV programme watched, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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- Figure 174: Types of radio programme listened to, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 175: Types of radio programme listened to, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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- Figure 176: Types of newspaper/magazine content read, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 177: Types of newspaper/magazine content read, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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- Figure 178: Types of internet activity done in last three months, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 179: Types of internet activity done in last three months, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 180: Types of internet activity done in last three months, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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- Figure 181: Types of internet activity done in last three months, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 182: Types of financial transaction made online in last three months, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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- Figure 183: Types of financial transaction made online in last three months, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 184: Media usage habits, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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- Figure 185: Media usage habits, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 186: Attitudes towards media, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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- Figure 187: Attitudes towards media, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
- Figure 188: Attitudes towards the impact of media on purchasing, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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- Figure 189: Attitudes towards the impact of media on purchasing, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
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Appendix – Targeting Opportunities
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- Figure 190: Attitudes towards media – 16-24s, by target groups, August 2010
- Figure 191: Target groups – 16-24s, by demographics, August 2010
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- Figure 192: Types of TV programme watched – 16-24s, by target groups, August 2010
- Figure 193: Types of radio programme listened to – 16-24s, by target groups, August 2010
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- Figure 194: Types of newspaper/magazine content read – 16-24s, by target groups, August 2010
- Figure 195: Types of internet activity done in last three months – 16-24s, by target groups, August 2010
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- Figure 196: Types of internet activity done in last three months – 16-24s, by target groups, August 2010
- Figure 197: Types of financial transaction made online in last three months – 16-24s, by target groups, August 2010
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- Figure 198: Media usage habits – 16-24s, by target groups, August 2010
- Figure 199: Attitudes towards the impact of media on purchasing – 16-24s, by target groups, August 2010
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