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Title slide for Rufus intro

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A quarter are under 35

Traditional media habits

17% of 16-24’s are Price Pragmatists

Older, affluent late majority buyers

Bank of mum and dad

High spend on more traditional items

Family focus

Importance of popular print newspapers

TV affects demand for other devices

Not so young

Important influencers for friends

Need to be connected

Digital first, with traditional back-up

Not young, not all male

55% buy tech online

The most influential

Tech Rich spend most on tech items and devices (excl pay TV & Mobile)

TV Worshippers spend most on pay TV

Social Addicts spend most on mobile

(Source: TGI Clickstream Q4 2012)

Tech Nation groups across the generations

Tech Nation groups across the generations

Tech Nation groups across the generations

Tech Nation groups across the generations

Tech Nation groups across the generations

Tech Nation groups across the generations

75% 75%

55%

24%

40%

26%

21

76%

86%

51%

39%

59%

38%

23

75%82%

61%

42% 40% 43%

72%

87%

45%

55%

42%

66%

77%

90%

53% 50%59% 60%

Inspiration Opinion Information

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Trust

Trust

Trust

Trust

Information

Media roles in the decision making journey

TVTV adverts inspiring as offer a mixture of visuals and sound. Can showcase product and key functions (e.g. Kindle being used on beach)

Likely to follow up on ads, even if not to make immediate purchase

Consumer advice items on TV programmes valued (e.g. Martin Lewis, Anne Robinson on This Morning)

However, TV technology programmes often too aspirational, showcasing unaffordable products

Suspicion that manufacturers are influencing the items featured / provided for tests

More associated with entertainment than information, thus issues with trust and even concentration given at time of viewing

For radio listeners, programmes on tech would be trusted especially if on Radio 4 or similar. However, lack of awareness or consumption of such contentAdverts not effective as can’t see the product. Also difficult to take in much information about tech spec or dealsWhilst authoritative, the medium has traditional connotations, perhaps not best suited to the category

Radio

Generally the most highly rated info source and the one all others are compared to…

The most trusted source of information, with advice frequently sought Also a key source of inspiration when seeing friends and family members with tech items ‘Pester power’ of children often having an impact on purchase decisions

Friends & Family

RetailersVaries by retailer, e.g. John Lewis especially trusted as advisors with opportunity to see in store before purchasing onlineOffer chance to see and touch the product before purchasing and ask for advice (often a stage when other sources used)However, may be motivated by sales targets, and unlikely to emphasise flaws. Limited to products they have on offer, rather than giving full spectrum of adviceCan also vary by knowledge of sales assistant. This seen as often being general, rather than expert / sub-category specific

A valued source for detailed information on technical spec and comparing models within rangeImportant role in after-sale service, community and information than purchase decision making. Often a content hub (e.g. Apple, Amazon)Not a neutral source for opinion or finding out about potential flaws

Brands websites

The discussion on websites was reflected in conversation around magazines

Like electrical retailers, the provider/brand is important. A service like Which? is seen as a source of unbiased information and opinion User comments on forums can be trawled to look for common pluses or negatives for productsCan allow efficient comparison of a range of brands and productsUser comments seen as ‘faceless’, may not have high knowledge or may have hidden agenda May be influenced by manufacturers, and adverts alongside reviews can raise suspicion

Specialist websites

Newsbrands seen to have strengths in inspiration, opinion, and information…

Adverts seen to spark interest in products (e.g. Virgin Media offer for 6 months half price)…important role at outset of purchase process. Deals and offers appealingReviews respected, seen as a trusted source of consumer information. More accountable than tech forum reviews, not just faceless commentAllows detailed reading and consideration, association with in-depth coverage Online user comments benefit from association with the newsbrand. Give sense of the type of person commentingNewspaper adverts not seen as compelling as the audio-visual mix of TV

Newsbrands

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68% of 15-34s who are not social addicts

Early adopters are likely to be older

75% of Tech Nation read a newsbrand regularly

Newsbrands are a trusted source of information and opinion for all

Multi platform newsbrands extends the reader relationship

What do they think of Newsbrands?

“I read the news on my phone as well, but I find the newspaper a more intellectual read... online has always been more celeb type, showbiz type news... and a very quick snapshot of what’s going on in the world ”

“I just like holding it, I mean, faffing around on a computer, you know with going on it, and you’re scrolling down to read the story, at least you got the paper there and you can just read it and come back to it when you want.”

“On the weekend, where they have the money pages, it’s like advising you to save money...they might feature TVs one week and so that might persuade me to go out and have a look...If you were interested you’re going to sit and read it aren’t you, and maybe even keep it”

“Now that I have the ease of downloading an app, whether it’s for free or a small charge, it kind of encourages me to get different perspectives just because of the convenience. Not many people could go into a shop and buy three newspapers to have a look how different stories are presented. I follow loads of news on Twitter”

“I get the news...but for me specifically I’m buying the newspaper to see the ads really. Like latest phones, the latest foods which are out. The buys, the tokens, the latest gossip... but when there’s something big, if there’s a big spread on it, I can read it in detail in the paper.”

Michelle, 35On why she buys a paper

Andy, 44On digital newsbrand apps

Lucy, 40On multiplatform newsbrand

choices

Jan, 56On reviews and advice

in the paper

Danny, 24On why he loves his paper

Who did you think they were?

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