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What’s new for TouchPoints5?

www.ipatouchpoints.co.uk


TouchPoints5 update • Changes to the questionnaires • Using smart phones to collect the e.diary • The addition of passive data


TouchPoints5 Update changes to the questionnaires • Harmonisation of • frequencies across • media consumption • • TV viewing – including catch up VOD and • short form films • • Music in our day • • Tablet use • • Apps use • Engagement

Shopping – payment Information sources Mail – direct mail and advertising mail Technology Events Social Circles Pet ownership


Harmonisation

At least once a day

At least once a week

At least once a month

Less often

Never


Harmonised frequencies - TV – What is the duplication between those who use on demand/catch up services and those who visit a channel’s website? – Which on demand /catch up services are used daily and which are used less often? – Is there a difference in the profile of the user and does it reflect the profile of the viewer to the main channel? – Are those who are frequent viewers of short form video light tv viewers in general? – Which genres of content are viewed daily and which are viewed less often?


Harmonised frequencies - radio • Is listening to the radio via an app habitual do those that do it listen daily or less often? • Is listening via catch up habitual? • If you visited a station’s website in the past 4 weeks were you also a regular listener to the station (e.g listened at least once a day)?


Harmonised frequencies - print • For national newspapers, local newspapers and magazines, by title we can see – – – –

who read the paper Used the app Visited the website E.g giving a net reach

• Across all print titles we could see how many titles on average people read via – Paper – App – Website

• Are people who access dailymail.co.uk at least once a day also using other newspaper sites and apps? • repertoires


Harmonised frequencies - magazines • By genre we can see who read a – – – –

Printed copy Digital copy via an app Visited the website How many people have visited via an app but haven’t actually read the printed copy in the past 4 weeks

• And we can understand the duplication – How many people read a gossip/celebrity title via print and also have visited via an app or website in the past 4 weeks


Harmonised frequencies - internet • Site repertoires – Of those who access Facebook once a day which other sites do they go to on a daily basis? – How does this compare to LinkedIn?

• Internet activities – Frequency of assigning likes to posts from brands rather than assigning likes to friends – Frequency of watching short video clips online – Frequency of using cloud services for storage or sharing e.g. Dropbox


Harmonised frequencies - mobile • Comparing those who read newspaper content via their mobile phone with those who read any paper version • Comparing those who listen to music via their mobile phone vs those who listen via an MP3 player • Repertoire of daily mobile phone activities • Use of augmented reality – and what has it been used for?


TV Viewing


TV Viewing • Content – which genres are “favourites” – 35 different genres for linear viewing – 16 different genres for catch up/on demand/ short form etc

• Viewing via what device TV, PC/laptop, Tablet, mobile phone etc

• Watching catch up TV/on demand TV – Short form viewing – professional and user generated

• Dual screening - frequency


Other Viewing • On demand, catch up tv services • Short form video viewing – And by device


Dual screening


Dual screening • Dual screening – using the internet via laptop, tablet or mobile whilst watching TV • I like to multi task whilst watching TV • I find ads before an on demand programme more interesting if I can interact with it • Using another screen when I am watching TV increases my enjoyment of what’s on • Discussing my favourite programmes online helps me enjoy them more • I like programmes where you can play along online • I like to participate in live online discussions about TV programmes I am watching


The importance of music in our lives • Understanding how we listen to music – By device – By service

CD, vinyl, MP3 player, Mobile phone, App, Radio, tablet, TV etc. radio live, streamed, demand service (Spotify) catch up service


• Do we listen to radio stations more these days? • Radio listening leads to comment via Facebook or Twitter


Tablet use


Tablet use • Tablet ownership – you, someone else in your household shared, someone else in your household not shared • I prefer to use my Tablet rather than my laptop when I am at home • I use my tablet mainly for entertainment rather than work • I couldn’t live without my tablet • When I sit down to relax I make sure I have my tablet with me • I am using my tablet more for work these days • Overall I read/ use more magazines these days now I have a tablet • I play more online games now I have a tablet • I read/view more news now I have a tablet • My use of newspaper websites has increased significantly since I started using a tablet computer


Apps • Use via smartphone or tablet • App usage by genre, via which device • I find using an app to access – – – – –

my national newspaper really useful my local newspaper really useful magazines really useful radio really useful TV channels really useful

• I find using apps like Shazam that let me easily interact with an ad and get an offer while watching TV really useful • I like apps (like Zeebox) that let me interact with TV programmes


Engagement • I follow my favourite newspaper brand/journalist through social media • I follow my favourite magazine columnist on social media • I like TV ads that give you a web or Twitter link to find out more • I often comment on things I have heard on the radio on Facebook or Twitter • I often post comments/ status updates on social networks about films • I am interested in using my mobile phone to interact with content when the ads and trailers are on screen


Shopping payment

• Via Contactless Card • Via Paypal – Who uses – Frequency of use – Do they spend more or less on grocery shopping


Information sources as an aid to purchase decision


Information sources as an aid to purchase decision • How many people say that brand content on social networks is helpful for making one off purchases? • How many people say that features or programmes on TV are helpful for changing a service provider? • How many people say that a free trial or product sample is helpful in making any small purchase of less than £20? • How many people say that online social recommendations are helpful in making any large purchase of £1,000 or more? ...........and who are they?


Mail


Mail – value scores • How much value do respondents assign to different types of mail? (From not valuable at all, to extremely valuable, scale 1 to 5) – Information about Government services – Information from a current supplier – New offers or services from current suppliers – Product samples – Catalogues/brochures – Loyalty vouchers


Direct Marketing • Via which device – – – – –

Mail through the door Email Via landline Via mobile phone Via SMS

• Scale from Welcome Memorable Easy to respond to Annoying

Useful Informative Intrusive Easy to ignore


How we feel about Advertising Mail • I open advertising mail if it has my correct name and address on it • The quality of printing and material in a piece of mail tells me something about the organisation that has sent it • If I spent a substantial amount with a company in any given year I would expect it to send me mail


Technology


Increasing Technology • Smart phone split by operating system • WiFi radio • Google Glass


Events


Events • If I see a crowd gathering, I am likely to watch what is going on • I often talk about promotional events I have seen • I think the London Olympics were a waste of money


Social circles


Social circles • How many friends or contacts do you have via:– – – –

Facebook LinkedIn People who follow you on Twitter People you follow on Twitter

• Can be compared to number of relatives, friends, neighbours and work colleagues you communicate with fairly often. • And level of sociability defined by number of social organisations the respondent belongs to


Pet ownership • Dog • Cat • Other


Local


Local • I like the idea of being able to watch tv channels which just serve my local area • App use by local newspaper title


e.Diary changes • Location – added “in someone else’s home” • Location – added “attractions/events” to “Elsewhere indoors” • Activities – now split out • Snacking • Drinking • Eating a meal • Shopping – Groceries split out main shop and top up shop • Online via a laptop/desktop • Online via a tablet • Online via a mobile phone device


e.Diary changes • Media consumption by device – TV via TV set – TV via the internet or an app – Radio via a radio set or a TV set – Radio via the internet or an app – Newspapers/magazines in print – Newspapers/magazines via the internet or an app


e.Diary changes • If listening to the radio or TV via the internet what device? – – – – – –

Laptop/desktop Tablet Mobile phone TV with internet connection Games console Any other device

• If reading a newspaper or magazine via the internet - what device, as above but with the addition of e.readers e.g. Kindle


e.Diary Changes • Social networking sites used – Facebook – Twitter – LinkedIn

- Youtube - Instagram - Google+

• Social networking via what device? – Laptop/desktop – Tablet – Mobile phone

- Games console - TV with internet connection - Any other device


e.Diary changes • • • • • •

Angry Bored Confident Happy Sad Tired

• • • • • •

Alert Relaxed OK/fine Frustrated Stressed Positive


e.Diary changes


Technical changes


Technical changes — Migrating the e.diary to an app – Developed e.diary app for use on Smartphone

– Integrated passive app for use on Smartphone • Passive app combined with e.diary app • To run for 4 weeks – during and after the e.diary • Collects all usage of phone including GPS

— Moving Self Completion Questionnaire from paper to online


We tested an App as a potential alternative to eDiary

Source: IPA TouchPoints4


Did it work?

YES! • Technically it worked • Worked on all OSs • Data highly comparable • Good experience • Good response for passive app • And many things learnt for TP5...


Benefits of mobile passive measurement 

Level of detail that could not be gathered by the questionnaires

 Complements & enhances the TouchPoints data  Unconscious behaviours    

How much time do you spend on Facebook? How long do you spend writing text messages? How many websites did you look at before choosing a hotel? Skipping between Wifi and 3G

 Detailed brand exposure    

Every website and app – YouTube, mobile TV, newspapers, etc Mobile advertising Influence of social media Shopping brands

 And Location…


Mobile Passive Measurement Chris typically gets up somewhere between 7am and 7.30am A quick check of his emails before he leaves for work and then he walks about a mile to Upper Holloway station. Whilst on the train, he always checks the latest news and sport via the mobile web, whilst keeping an eye on his emails Email

He tends to use his mobile for business-related tasks, especially email. The majority of his calls are within London, but has a regular weekly call to the US.

Calendar Internet Phone

His busiest days are Monday and Tuesday when his diary is most full. He occasionally accesses his private email via the web, when he has a spare moment. During the evening, Chris checks his eBay account to see if he finally has a bidder; checks Facebook and will call and text family and friends. He’ll often look at the TV guide to see what he might watch before retiring to bed around midnight

Apps Alarm clock GPS / Location


High app usage on iPhone; BB usage dominated by messaging & more time spent on mobile web % share of time spent

Apps

Web

Calls

Messaging

22%

25%

31%

38%

55% 6% 1%

62%

14% 6%

26%

14%


Understanding usage patterns - Web has a morning peak, messaging is throughout the day; calls peaking at travel times & lunchtime % time spent Apps

Web

Messaging

Calls

20%

16%

12%

8%

10pm-12am

8pm-10pm

6pm-8pm

4pm-6pm

2pm-4pm

12pm-2pm

10am-12pm

8am-10am

6am-8am

4am-6am

2am-4am

0%

12am-2am

4%


Full coverage of apps: Social apps have high reach AND high number of minutes spent in the app 100 90

Internet Browsing

Shopping

Social

80

Entertainment

Games

MONTHLY REACH %

70

Lifestyle 60

News, sport & weather Travel & Maps

50 40 30

20

Banking 10 0 0

100

200

300

TIME SPENT PER USER (ENGAGEMENT)

400

500


Information peak in the morning; social steadily increases throughout the day; gaming goes on until the small hours... % time spent (apps) News, Sport & Weather apps

Social apps

Games apps

20%

16% 12% 8%

10pm-12am

8pm-10pm

6pm-8pm

4pm-6pm

2pm-4pm

12pm-2pm

10am-12pm

8am-10am

6am-8am

4am-6am

2am-4am

0%

12am-2am

4%


A similar(ish) pattern for all online shopping; all shopping occasions (incl. in store) peak at lunchtime Shopping 25%

Shopping apps (App Test - Passive) Online Shopping (TP4 e.Diary)

20%

ALL Shopping (TP4 e.Diary)

15% 10%

10pm12am

8pm-10pm

6pm-8pm

4pm-6pm

2pm-4pm

12pm-2pm

10am12pm

8am-10am

6am-8am

4am-6am

2am-4am

0%

12am-2am

5%


Top Apps – Facebook, YouTube & Twitter have the highest number of users % Monthly Reach Facebook You Tube Twitter eBay Amazon Angry Birds BBC News Draw Something Skype Sky News IMDB Sky Go BBC iPlayer Brickbreaker Sky Football Bejeweled Zynga Words Solitaire Klondike Daily Mail Online My Fitness Pal Football Score Centre 250+ Solitaire Collection Wordsearch

61 29 28 22 18 14 13 12 9 7 7 6 5 5 4 4 4 4 4 4 4 4 2 2


Facebook – high reach, less time Twitter – lower reach, but spend a long time in the app 70

60

MONTHLY REACH %

50

40

30

20

10

0 0

100

200

300

400

TIME SPENT PER USER (ENGAGEMENT)

500

600

700


Understanding your competitive set: YouTube & MailOnline have the highest total amount of face time 7% 8%

25% Media competitive set

9%

22%

12% 17%

% of time spent (apps)


Summary • Major changes to both the self completion questionnaire and the e.diary • Reflecting the changes in media consumption today – media by device • Use of app for e.diary • Collection of passive mobile data via app

• TouchPoints5 will be launched in early Spring 2014


For more information about TouchPoints5 please contact us.......

www.ipatouchpoints.co.uk

What's new for Touchpoints5?