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Cracking the social code: Asian insights from UM's Wave7 research
Universal McCann, Wave 7, 2013
This research into the social habits of consumers highlights the key findings from Asia, where the "always on" mentality continues to grow, facilitated by increases in mobility and device ownership.
This research into the social habits of consumers highlights the key findings from Asia, where the "always on" mentality continues to grow, facilitated by increases in mobility and device ownership. Socialisation is now a day-to-day imperative, as Asians use social networking to satisfy core needs. Device ownership numbers show that smartphones rival desktops, although laptops are still the most dominant device owned. While there is growing concern over sharing data, there has also been an uplift in users joining brand communities. This article also suggests opportunities for marketers in this landscape, useful apps and provides case studies from Subway, the fast food franchise, Coca-Cola, the soft drinks company, and adidas, the sportswear maker.
Cracking the social code in Asia: A presentation from UM's Wave 7 research
Universal McCann, Wave 7, 2013
This presentation highlights research into the social media habits of consumers around the world, with a particular focus on Asia.
This presentation highlights research into the social media habits of consumers around the world, with a particular focus on Asia. It demonstrates that five needs underpin all social behaviour (recognition, learning, relationship, diversion and progression), that these needs build brands and that social media is being used to meet all these needs. The data covers what activities people are using social media for, the social networks they are using, how mobility is changing habits, attitudes towards online privacy, device usage, and the growth in brand communities.
How the Australian Broadcasting Corporation is taking to tablets and smartphones
Andrea Sophocleous, Event Reports, ADMA Engage, November 2013
This event report addresses how the Australian Broadcasting Corporation is innovating on tablets and smartphones.
This event report addresses how the Australian Broadcasting Corporation is innovating on tablets and smartphones. In the first instance, the organisation is creating a tool for tablets that will allow users to enjoy a mix of content, from television to radio to print, all in one place. Rather than simply being a "second screen" experience, this service is seeking to be truly immersive in its own right. On smartphones, the Spoke app now gathers together national and local news in one place, and allows consumers to easily move between these tiers as interests them.
The growth of digital: A South African perspective
Global TGI, Dispatches 16
This report discusses patterns in digital consumption in South Africa, arguing that it differs to patterns observed in other emerging economies.
This report discusses patterns in digital consumption in South Africa, arguing that it differs to patterns observed in other emerging economies. Higher income groups in South Africa, thought to drive consumption, continue to have high levels of print media consumption. Though internet use is growing, it is slower than the global average. South Africans rely on recommendations from friends/family in purchasing decisions, but are sceptical of celebrity endorsement.
Understanding the digital consumer
James Powell, Global TGI, Dispatches 15
This report discusses the differences between digital consumer behaviour in France, Germany, and Great Britain, describing the 'Digital Trendy' consumer in each of these markets.
This report discusses the differences between digital consumer behaviour in France, Germany, and Great Britain, describing the 'Digital Trendy' consumer in each of these markets. This group represents 18% of consumers in France and Germany, and 22% of British consumers. In France, digital trendies are more likely than the general population to own tablets, games consoles, MP3 players, and Blu-ray players. They are also more likely to purchase goods online. In Germany, when purchasing a mobile phone, digital trendies are more likely to pay attention to professional reviews and research network coverage. In Great Britain this group uses the internet more frequently than the general population, and are more likely to download paid-for television content, leave comments on blogs and use Twitter.
Freedom to reveal or freedom to project?: An exploration of modern identity
Peter Totman, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration.
This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration. The findings from a research study are explained, detailing understanding of modern identity and exploring the implications of online qualitative research. Several different online groups are identified by behaviour and attitudes. Online social 'norms' are discussed in relation to the value of 'likes' and comments on social media. The findings are then placed in the context of wider research in social psychology.
Breaking news from the BBC: Truly global editorial insight that revolutionises
Anne Barnsdale and Lisa Bachmann, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world.
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world. The project brings together a multidisciplinary team to understand how technological conditions and political conditions and power structures are shaping behaviour. The team also observes social sharing, attempting to understand what shapes and drives this. Data is gathered through a digital media diary that asks participants to explain their actions as they take them. This method also allows the research team to pose direct questions to participants. In the 12 months it has been running, the project has informed digital innovation and challenged editorial leaders to review their output on news stories as they happen, working across language, theme and organisational boundaries.
Using the evidence: The benefits of passive data collection and e-memory for qualitative research
Robert Cook, ESOMAR, Qualitative, Valencia, November 2013
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour. Traditional interviewing is heavily reliant on recall and reporting accuracy by the subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This method captures a more accurate record of behaviour and helps to generate insights for future innovation. An example of how these developments in research were used to analyse how people use their smartphones in various situations is explained.
Multi-screen viewing behaviour
Dr Ali Goode and Neil Mortensen, Admap, November 2013, pp. 14-17
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure.
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure. Combining research methods, including filming in living rooms to capture natural behaviour, participant commentary, and a quantitative survey allowed a fuller picture of the effect of multi-screening. Key findings were that multi-screening means people are more likely to stay seated through an ad break and therefore increases ad exposure, and that people have always multi-tasked whilst watching TV, having conversations, interacting with children and animals, reading magazines and engaging in hobbies. It was found that except for having a conversation, orientation towards the TV was maintained through various multi-tasking and -screening behaviour. Additionally, multi-screening may enhance enjoyment of television as devices allow for greater engagement in the program.
The baby boomer cinema-goer
Blackett Ditchburn, Admap, November 2013, pp. 41-43
This article discusses the rise of cinema-going amongst the over-55s and analyses how advertisers should adapt to his development.
This article discusses the rise of cinema-going amongst the over-55s and analyses how advertisers should adapt to his development. Cinema has traditionally been regarded as a 'young' media, but research has found that growth in cinema reach is growing most quickly amongst baby boomers. The habits of younger and older cinema-goers are contrasted, finding that older people prefer to watch a film later in the cycle and so are less likely to watch online trailers and less likely to book tickets in advance. Wider lessons are drawn from the research into cinema-going, including the idea that this group act as a result of active and informed choices not habit, they enjoy new experiences, that marketing must communicate competitive benefits, and that older consumers are alert to trends but approach these with independence.
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