LONDON: The Institute of Practitioners in Advertising (the UK body representing advertising, media, marketing communications and digital agencies) on Thursday released the second of its annual Touchpoints surveys, describing a week in the life of a representative sample of the nation's adult population during late 2007/early 2008.
Touchpoints examines the media they consume, how they communicate and what their views are on various issues (including environment, money, stress, food shopping, travel, technology, attitudes to advertising and brands, and more).
Says IPA Media Futures Group chairman Jim Marshall (also chair of the Starcom MediaVest Group: "The findings from IPA TouchPoints2 shows that, although internet use is growing rapidly, traditional media, particularly television, are still holding their audience levels resulting in more people multi-tasking both with their media usage and other activities.
"The young are still driving the take up and use of digital media and new technology, however, the older age groups are also moving steadily towards greater adoption."
The TouchPoints Initiative claims to be the most ambitious piece of media research undertaken for a generation. First launched in 2006, it has been emulated by many countries around the world, including France, Italy, Poland, and Brazil.
Further details of Touchpoint can be accessed by clicking here.
Data sourced from IPA (UK); additional content by WARC staff