IPA Release Results of its 3rd TouchPoint Survey

The IPA (Institute of Practitioners in Advertising) released the results today of its third TouchPoints Survey which collected data on how 6050 UK adults spend their time and what role media play in their lives.  Carried out by Ipsos Media CT on IPA’s behalf, this “week in the life of” a typical Brit is a thorough investigation – the 6050 individuals had to complete substantial questionnaires and e-diaries, the data from which was collated every 30 minutes for a week! Making it “the first, consumer-centric, multi-media study available to all”

As well as the details and sheer quantity of data that was collected in late 2009/early 2010, this survey’s other key value is in providing trend/comparative data to monitor changes since it was first completed in 2006.  Below are are its main findings (click on this link to access the full data on the IPA website) – percentages refer to amount of time or usage in a week:

  • Communicating with others: People are spending less time talking face-to-face than previously but it is still the dominant way to communicate (81% of time in 2006 down to 75% in 2010); 57% of adults use a mobile phone, typically using 11% of their communication time to do so, whilst texting & picture messaging is up to 4%. Time spent writing on paper has dropped to just 1% in total.
  • What we watch: TV still dominates with an average of 3.7 hours watched a day (and a weekly reach of 98%) with the internet only taking up an average of 1.8 hours a day/75% reach (although this is a 38% increase since 2006 up from 1.3 hours which is driven mainly through the use of social networking). The BBC is dominant as the supplier of media, reaching 98% of all UK adults via TV, radio, online & magazine channels.
  • The internet: 75% use the internet (up from 53% in 2008), with slightly more men than women using it, but a large majority of usage being London/ South East based. Emailing takes 20% share of internet activity whilst social networking has risen to 11% (just under 40% of adults use social networking for at least an hour a week ). Time spent accessing media online is growing exponentially – radio/podcasts up 166% and TV up 216% from previous surveys. 16% of adults use mobile phones to access the internet.
  • Social media: vast majority of users are 15-24 year olds but in total 37% of adults use social media. 35% of adults use Facebook (compared to 79% of 15-24s!) whereas only 4% of adults use Twitter and only 1.4% used Linkedin.
  • Life-style: the recession had a clear effect with 33% of respondents agreeing they work longer hours, with 44% feeling more stressed. 54% said they had “tightened their belts significantly” with 72% preferring to save up for something expensive rather than put it on their credit card.

We hope you can use this summary to help you target your marketing and sales activities in 2010. If you would like to know more about how market research benefits your business, contact us for a discussion or alternatively, we can introduce you to our specialist Market Research partner who can devise specific research for your business.

March is #BeMyGuest Month

Here’s a clever way to promote yourself and/or your business to a new audience.

March 2010 is BeMyGuest month. Thought up by Adam Vincenzini and Emily Cagle, it encourages social media bloggers and tweeters to share ideas on each others’ postings. As they state on their website: “It’s what social media and sharing is all about.”  The campaign has a simple approach: during March, you can get to feature as a guest on at least one other person’s blog and invite at least one person to post on your own blog.  You start by using Twitter to tweet out your own blog details with the hashtag #BeMyGuest – including what your preferences are (eg topics, editing style etc).

At PPG, we are delighted to be hosting blogs written by other people on our Dangerous Marketing Blog. These are people from the on-line world who all have marketing in common – and we hope their different approaches will help and inspire ideas for new marketing approaches. Look for our #BeMyGuest Avatar (to the right) to indicate our guest blogs.

To make your search easier, we will be updating the links to each of our guest blogs here:

Our guest writers have also kindly reciprocated with by allowing Dangerous Marketing to write blogs on their sites – you can take a look at the different posts here:

The #BeMyGuest idea is a simple way to promote your business brand to a new audience. Give it a try for yourself in March!

First Dangerous Marketing Blog On-Line

Our new blog from Dangerous Marketing has published its first article – The Wonder of Social Media – bringing Outer Space into your home!

Take a look and let us know what you think!

Follow that Balloon – how MIT demonstrated the power of Social Media.

At the start of December 2009, a section of the US Defence Department set up a very interesting competition.  They were going to release 10 weather balloons from secret locations across the USA and their challenge was that the first team to use social media to find out the correct latitude and longitude of all 10 balloons would receive prize money of $40,000. And the members of the MIT Media Lab’s Human Dynamics Laboratory decided to take up this challenge – and in the process of winning the prize, may have provided a valuable insight into how social media can be used to mobilise resources during emergencies.

The article A Social Network that Ballooned written by Larry Hardesty on the MIT News web pages explains how MIT’s Media Lab team came up with the winning approach (against 4000 other teams).  They used their expertise in using digital media to analyse and alter the behaviour of large groups of people, in particular when looking at large-scale collective problem solving.  The resulting data will be very interesting for government agencies to learn how to use social media to collect and manage resources in disasters and emergency scenarios.

The key to the winning approach was that it was based on a very simple way of motivating individuals through incentives.  Essentially the team simply offered to share the prize money between everyone that help to find a balloon across the country.  How big their share would be depended on their involvement in finding the balloon – if you provided the correct co-ordinates, you would get $2000; if you were the one that had invited that person, you got $1000; whoever invited you got $500, and so on. What was really clever about this was that the MIT Team worked out that no matter how long the chain got, the total payment would never be more than the prize money!

So if a 5-person team at MIT can mobilise people across a country as large as the USA by using social media, just think what social media could do for your business!

Find out more about the MIT Team’s Red balloon Challenge at their website or visit the MIT Human Dynamics Lab to find out more about their research into Reality Mining.