Consumer Lifestyles and Multi-Media Use In UKLate on March 2006, The Institute of Practitioners in Advertising reveal the results of its TouchPoints Survey. This is practicaly a survey made over a week in the life of a representative UK adult population. The period selected for survey was during the last part of 2005.
The survey was conducted by Taylor Nelson Sofres (TNS)and was questioned 5,010 people through a self-completion questionnaire and a PDA (personal digital assistant) time-based diary that collected data every half hour for a week on how they were spending their time, their opinions, and the role of media in their lives.
Below are some amazing results! See for yourself...
Multi-Media Usage- Only 12 percent of all written communication is now using pen and paper; 49 percent is via email, 29 percent via SMS text, 10 percent via Internet Instant Messaging
- 39 percent of written communication by adults aged over 65 is on paper; for 15-24 years olds it is only 5 percent. This younger age group favors electronic methods of written
- communication, 48 percent is SMS, 28 percent is email, 20 percent is Internet Instant Messaging - SMS is used more by women than men, accounting for 36 percent and 23 percent of their total writtencommunication respectively
- 29 percent of 15-24 year olds send in excess of 10 text messages a day; 7 percent send in excess of 20. 92 percent txt once a week
- 70 percent of 15-24 year olds ignore all commercial text messages they receive
- 25 percent of all mobile phone users (and 59 percent of 15-24 year olds) take pictures with their phones every month
- SMS texting is almost as common as talking on mobile phones (Talking is 54.9 percent).
Media Mix- TV remains the lead medium for the majority of adults – this is true for all age groups and is irrespective of internet access
- The media hierarchy in hours for all adults between Monday and Friday is: 3.9 television, 1.3 hours radio and 0.8 internet. On Saturday and Sunday this changes to: 4.5 television, 1.5 radio and 1.0 internet
- 27 percent of users of games consoles also read a daily newspaper
Television vs the Internet- On a typical weekday a 15-24 year old home Internet user spends 2 hours surfing the Internet -– this rises to 2.4 hours at the weekend and averages 14.8 hours for the week. 33 percent of this group are spending 4 or more hours watching television on an average weekday. The mean for this group is 3.2 hours on an average weekday rising to 3.9 hours at the weekend. Commercial television accounts for 75 percent of viewing.
Through the letterboxThe average individual receives 8.5 pieces of advertising mail each week, 4.9 (57 percent) are personally addressed and 3.6 (43 percent) are 'random' pieces of mail
- 45 percent open the majority of ad mail that they receive
- Only 4.8 percent respond to ad mail that they receive from companies
- 55 percent of adults are happy to receive information from companies they have bought products and services from
- 53 percent of individuals indicate that they are annoyed by the amount of ad mail they receive
Consumer Lifestyles- On an average weekday, a two parent family unit with children spends 21 percent of its time as a complete family unit, peaking at the 9pm watershed. On the weekend, this figure rises to almost double (39 percent), peaking at 7pm on a Saturday and 9.30pm on a Sunday
- Watching TV remains the core shared activity with in the family home
- Middle managers spend less time with their children than senior or junior work colleagues
Other important things to know:- Adults in full-time employment consume 8 hours of media during the day (a mix of TV, radio, internet, reading). This rises to 9 hours amongst the unemployed and the balance of TV viewing rises from 46 percent to 65 percent
- 30 percent of employed adults work from home on occasion; 16 percent do so at least once a week, 7 percent on a daily basis Those working from home are less likely to have children than employees working in an office
- 70 percent of 15-24 year olds say they "could not live" without a mobile phone. Only 12 percent of mobile users never use their phone for texting (49 percent of these are over 65)
- Shopping for groceries over the internet is highest in East Anglia at 14 percent followed by Greater London and the South East at 13.5 percent. It is lowest in the North at 2.6 percent
- 30 percent of the population are prepared to spend more to save time with this being true for those aged 15-24 (39 percent) and the least true for those aged 65+ (21 percent). People in Greater London are the most likely to say they are willing to spend money to save time (38.6 percent)
- 83 percent of the population would not deal with a company they couldn't trust: the older the individual (92 percent of 65+) the more true this is (70 percent of 15-24's)
- 31 percent of the population find advertising intrusive, 15 percent do not. Men are 1½ times more likely to like the idea of interactive TV ads than women
- 84 percent of the population think that it is wrong for the Government to ignore public opinion between elections
Lynne Robinson, Research Director, IPA said: "
The IPA TouchPoints Hub Survey is designed to act as a new and critical link in the channel planning chain which is long overdue and absolutely vital in today’s multi-media world. It gives us a unique view of how media impacts our lives, how we spend our work and leisure time and what our prevailing attitudes are.
The findings of the first TouchPoints Hub Survey confirm some things we already suspected: that families still like to spend time relaxing together in front of the television. But it’s also given us some new thoughts: that although all age groups are embracing technology, it’s the young who are absolutely wedded to it."