Study by KPMG suggests UK consumers will watch online or mobile advertising if they are given free content in return.
In a follow up to Tuesday’s announcement that the Audit Bureau of Circulations Electronic (ABCe) will provide user profiles alongside stats on page impressions and unique users, Guy Lipscombe, managing director of Survey Interactive – the firm behind the on-site surveys being used for the research – explained how the ‘enhanced ABCe certificates’ would work at yesterday’s Regional Media Research Forum (RMRF) event:[audio:http://www.journalism.co.uk/sounds/GuyLipscombe.mp3]
Lipscombe was joined by Sally O’Donnell, strategic marketing manager for Trinity Mirror Regionals (TMR), who let us in on some key findings from Survey Interactive’s audience research with the group, which involved on-site questionnaires completed by 53,313 interviewees across TM’s 110 regional and national websites:
- TM’s online portfolio in Feb 08 was reaching 3.8 million adults a month according to the surveys – a different figure from the 5.5 million unique users calculated for the sites at the same time
- More than a third of internet users from an area covered by a TM regional title accessed the paper’s website on a regular basis
- A third of TMR website users regularly use more than one TMR website
- The group’s regional sites had a higher proportion of ABC1 (the National Readership Survey classification for middle class) users
- TM regional sites were given an average rating by interviewees of 8/10
- The regional sites attracted a young audience, but not as young as expected, said O’Donnell: majority of users were in the 35-54 age bracket
According to O’Donnell, further research will be conducted soon, as the group’s digital audience continues to grow. Sales staff training on how best to use the figures collected by the research will also be implemented – with particular attention paid to the difference between stats for ‘adults’ and ‘unique users’ to the sites and how behaviour differs amongst print and online consumers.
Online advertising is going to overtake radio in the advertising market, MediaGuardian reported today.
Richard Wray’s article stated that while Carat – part of the Aegis marketing empire – had reduced its forecasts for the global advertising markets for 2008/9, it also said online advertising will continue to grow, overtaking radio as the third most popular advertising medium after TV and newspapers and magazines.
MediaGuardian’s report is interesting to look at in the light of statistics made available last week by the Online Publishers Association (OPA).
The US-based figures suggest that ‘consumers on all three types of local media sites – newspapers, television stations and magazines – are more likely to take action after viewing a local advert than visitors on all other local content sites’.
As part of the OPA study, JupiterResearch surveyed 2,069 US online consumers ‘who qualified as Local Online Content Users, by currently using online yellow pages, newspaper, TV, magazine, city guides, user review sites, portals or classifieds for local information.’
Here’s the breakdown:
Per cent of consumers taking action after viewing local adverts
- Local Newspaper Site: 46%
- Local Television Site: 44%
- Local Magazine Site: 42%
- User Review Site: 39%
- Portal: 37%