消費者之媒體利用情況變化

Abstract

Overview

Introduction

Media consumption overall is rising and no single medium is losing consumers' attention, but we are reaching a tipping point after which traditional TV viewing will decline. Marketing expenditure is shifting towards new media, yet traditional media remain by far the most important channels. The growth of new media is fundamentally driven by the desire of people and families to improve their lives.

Scope of this report

• Extensive quantitative insights from leading industry sources regarding the evolution of media usage.
• Coverage of leading consumer packaged good firms' use of media and reported measured results.
• Insights into the motivations behind consumers' usage of new media.
• Detailed action points offering practical strategies and examples of recent innovative marketing campaigns.

Research and analysis highlights

According to the Online Publishers' Association, 76% of all consumers in the US and Western Europe have access to the Web on their mobile device, and one third (32%) use it. Reacting to new media channels can be daunting but the easiest way to approach new media is to think how your brand can help people to improve their lives.

Some 40% of 14-24 year olds in a selection of countries around the world said that they found it easier to make new friends using the Internet. Globally the average 14-24 year old now has 86 people in their social networking community.

The share of US visitors who arrived at consumer packaged goods websites between February and April 2007 via search was: 60% for baby care products; 47% for food products; 27% for personal care products; and 23% for household cleaning products.

Key reasons to read this report

• Identify how media consumption is developing between new and old media and the trends and needs underpinning these changes.
• Understand the motivations and needs of diverse consumer segments and existing best practice and difficulties in targeting these segments.
• Explore innovative usage of new media globally and action points that highlight existing best practice in communication strategies.

Table of Contents

• Overview
  • Catalyst
  • Summary
• Executive Summary
  • Analysis
  • Action
• Table of Contents
• Analysis
  • TREND: Media consumption is rising
  • TREND: We are reaching a tipping point after which traditional TV viewing will decline
  • TREND: Marketing expenditure is following media consumption
  • INSIGHT: Traditional media remain important
  • INSIGHT: People and families use online to improve their lives
  • INSIGHT: New media requires different skills
  • Take-outs and implications
• Actions
  • Keep your Web 1.0 presence refreshed
    • Take-outs and implications
  • Experiment with Web 2.0
    • Establish conversations with consumers
    • Tap into the demand for media sharing
    • Trial social advertising
      • Marketing on Facebook
  • Monitor marketing via mobile devices
    • Take-outs and implications
  • Conclusions
• APPENDIX
  • Additional data
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Tables
    • Table 1: European media consumption by main type, 2004-06
    • Table 2: Media consumption by main type, US vs Europe
    • Table 3: TV viewing per household by country
    • Table 4: Consumer motivations for visiting a CPG website, 2007
    • Table 5: Share of US population that uses social networking sites by age group
  • List of Figures
    • Figure 1: Mr Clean Bathroom Explorer is a web-based tool that helps users choose the best cleaner for a job
    • Figure 2: Health Expressions is a P&G site that contains a range of health information
    • Figure 3: The Bud Bucks website allows consumers to spend the currency they have earned sending text messages using codes from Budweiser bottles and cans
    • Figure 4: Unilever has established a presence on virtual reality site Second Life via its ck IN2U brand
    • Figure 5: Artofthecookie is designed to help women improve their social lives
    • Figure 6: Capessa is a website designed for women to discuss issues that interest them and submit personal stories
    • Figure 7: Buckley' s on MySpace utilizes user-generated content by encouraging consumers to submit photos of themselves tasting the product
    • Figure 8: Bud.tv is an online entertainment website with seven channels
    • Figure 9: Annual hours worked per person, selected industrialized economies, 1990-2002
    • Figure 10: Internet usage is highest in Asia, though penetration is highest in North America
    • Figure 11: Mobile phone penetration is highest in Europe, followed by North America and Asia-Pacific