|
Lifting the lid on the new broadcast generation
A NEW survey
by market leaders Ipsos MORI has revealed that new technology isn't
exclusively the preserve of young people – in fact, High Definition
TV is more likely to be bought by someone aged 45-54. Just
under 1 in 10 people now own a High Definition Television (HDTV) or
a Personal Video Recorder (PVR). However, ownership of an HD ready
set does not currently translate to viewing HD channels – only 43%
of those with the set have a subscription which enables them to view
HD channels. Interestingly, younger age groups with an HD
ready set are more than twice as likely as older age groups to
subscribe to an HD service. Perhaps reflecting the limited
availability of HD programming, films are the most popular genre for
viewing HDTV.
These findings come from the most comprehensive ongoing survey into
the new media habits and attitudes of the British public – Engage
from Ipsos Media. Engage aims to help media companies, advertisers,
media planners and others tap into the media consumption patterns of
the public, to give accurate data in the cluttered field of new
technologies. The survey provides insightful and robust penetration
and diagnostic data across a whole host of new media technologies
and content.
Key points from the initial findings are:-
- PVR viewers still watch more live television than recorded
television – the PVR has not completely revolutionised
schedules, although the majority of people do fast forward through
ads when watching recorded television (but this doesn't necessarily
mean advertising will no longer work in these situations).
- The PVR has wide range of uses, but this is often dependent on
genre – e.g. programmes with high involvement that may normally
have an appointment to view are more likely to be timeshifted (e.g.
films or drama), and sports, news and current affairs are more
likely to be fast-forwarded to scan for highlights. Only 15% of PVR
users stockpile episodes or, take this one step further, transfer to
video, perhaps indicating that this approach is not currently a
competitor to the buy and keep DVD market.
- Video on Demand (VOD) is still in it's infancy and much
more likely to be used by those who are adopters of other
technologies (e.g. digital radio, broadband, MP3 etc). VOD is not
the first port of call even for the minority that have used it
before – over half agree that they only look at VOD listings after
they've seen what else is on.
Jim Ford, Client Services Director for Ipsos Media, said:-
"The survey makes for fascinating reading. It goes beyond the
penetration figures to look at the motivations behind purchase and
usage, and gives hints as to potential technological winners and
losers."
Revisiting the stereotype?
Although still currently users of niche products, the often assumed
profile of the 'early adopter' does not necessarily fit for
all new media products and services, meaning that marketers and
advertisers may have to revisit their perceptions of just who is
buying and using new and niche technologies.
For example, Engage has found that those aged 25-34 are those most
likely to currently use a PVR, whereas an HDTV ready set is most
likely to be bought by those aged 45-54.
Other examples:-
- Digital radio and MP3 have very different age profiles. Digital
radio has a much older, more highly educated, higher social grade
profile. They are more likely to read broadsheets than users of
other measured technologies.
- Users of Web logs (Blogs) and RSS feeds are more likely to fit the
typical early adopter stereotype of young, ABC1 males.
- A clear finding is to avoid broad brush-strokes and be careful not
to stereotype the early adopter. They clearly differ across the
media technologies. |
Increased use and functionality drives mobile phone spend
THE
talkative folk in North West area will
splash out a staggering £44,971.10 on mobile phones over their
lifetime, according to a new survey. The average person has at
least 2 phones on the go at one time, with a perceived value of £118
– although in reality it’s much higher as the handsets are heavily
subsidised by the networks. And as each phone is replaced yearly,
that’s a lifetime spend of £14,278 on handsets.
The poll of 2,500 mobile phone users was conducted by CPP, the UK’s
leading life assistance provider, has revealed that folk place a
huge importance on the functionality of their mobile phones.
It revealed that a further £24,643.20 is spent on bills over 60.5
year period – that’s £34 a month or £408 a year on contractual fees,
texts and phone calls. And with folk spending £47 on
accessories such as headsets, hands free sets, new covers and
Bluetooth per phone – that’s an astonishing additional spend of
£5,687. Whilst downloads are becoming one of the nation’s
biggest obsessions – music lovers are spending £6 a year or £363 in
total on downloading tunes for their mobile.
Pete Hall, head of CPP Phonesafe insurance, said:- “It’s
amazing how much people chose to spend on their treasured mobile
phones over their lifetime and it just shows how important these
devices have become to us all.”
The average person makes at least 27 phone calls on their mobile
each month and 26 text messages. That’s 19,602 conversations
with family and friends and 18,876 text communications over a 60.5
year period.
But despite the extreme amounts of money spent on mobile phones, a
whopping 59% of respondents said that if they lost their phone, they
would be far more concerned about the lost information than the
cost. A 6th of people say they have treasured photos of their
loved ones or pets stored in their phone memory, and would be
devastated to lose them. A further 16% have the full addresses
of friends and family in their phone – and don’t necessarily have
the details logged anywhere else. Whilst 30% of people like to
keep old text messages, as a reminder of past conversations and fond
memories.
Pete Hall continues:- “Even 5 years ago, it was uncommon to
use your mobile for any purpose other than making and receiving
calls and texts. Today, mobile phones double up as address
books, alarm clocks and increasingly young people are now using
their handsets as MP3 players, game consoles, cameras and for mobile
internet access.”.
Indeed mobiles are being used to store more and more data in
addition to the usual telephone numbers and pictures.
Worryingly, despite constant warnings to protect identities and
passwords, pin numbers are more likely to be stored in a mobile
phone than anywhere else. And likewise, the email addresses of
work colleagues, friends and family are often stored alongside home
and work telephone numbers. In addition, folk are likely to
store music tracks, video clips, reminders and favourite ring tones.
Ginger Productions is
making a new action-packed series and needs you!
IF YOU are looking for adventure
and direction in your life, have had issues with motivation, self
confidence, anger, drug/alcohol abuse or authority, and are
interested in world travel, then look no further…
Ginger Productions is looking for people between the ages of 18 to 24
to take part in extreme adventures around the globe in 2007.
Production will start in March and could be the beginning of the
rest of your life.
If this appeals to you then visit
www.ginger.tv/extremerush for more info.
You can
also call 020 7882 1056/1066 or
email.
|
