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市場調查報告書

中國的媒體消費習慣

Media Consumption Habits - China - January 2014

出版商 Mintel China 商品編碼 295740
出版日期 內容資訊 英文
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中國的媒體消費習慣 Media Consumption Habits - China - January 2014
出版日期: 2014年01月31日 內容資訊: 英文
簡介

由於都市化及寬頻服務的擴充,中國數位媒體廣受國內消費者接受。

本報告彙整居住在都市區的中國消費者的媒體使用狀況、在購買產品及服務時所利用的資訊來源、使用各種媒體的理由、消費者對媒體的態度、今後市場的機會與課題等,為您概述為以下內容。

第1章 簡介

第2章 摘要整理

第3章 市場背景:傳統的媒體

  • 關鍵
  • 印刷媒體:未來可見度低
  • 報紙:穩定緩慢地衰退
  • 雜誌:過去5年的實際成果停滯
  • 傳統的傳播媒體:加值(付費)節目具有未來性
  • 電視:電視傳播市場穩定成長
  • 可是加值(付費)節目逐漸受歡迎 其他

第4章 市場背景:數位媒體

  • 關鍵
  • 網路用戶有6億人
  • 行動:攜帶的資訊
  • 推動市場的要素
  • 資訊搜尋
  • 都市化
  • 網路購物
  • 社群媒體
  • 多螢幕
  • 可穿戴設備

第5章 消費者:媒體的使用

  • 關鍵
  • 數位媒體的高滲透率
  • 數位媒體
  • 傳統的傳播媒體
  • 印刷媒體
  • 媒體的使用與性別 其他

第6章 消費者:媒體使用目的

  • 關鍵
  • 媒體使用目的
  • 雖是數位媒體獨佔狀態,但在某些地區則有信用問題的障礙
  • 傳統媒體在娛樂領域發展順利 其他

第7章 消費者:資訊來源

  • 關鍵
  • 購買產品和服務時的資訊來源
  • 網路購物網站
  • 產品評級·檢討網站
  • 印刷媒體效果低 其他

第8章 消費者:廣告宣傳的曝光率

  • 關鍵
  • 廣告宣傳的曝光率
  • 主動對被動的資訊來源
  • 電視宣傳在高齡·高所得階級輩受歡迎
  • 網路廣告廣受小規模城市的男性,高所得消費者接受 其他

第9章 消費者:新媒體與共享

  • 關鍵
  • 用於共享的資訊流通管道
  • 社群媒體和即時通訊最為重要
  • 產品評級網站受許多消費者歡迎 其他

第10章 消費者:媒體的態度

  • 關鍵
  • 對媒體的整體態度
  • 數位媒體廣被接受
  • 資訊過多選擇困難
  • 社群媒體的共享是必須的 其他

第11章 消費者:市場區隔

第12章 主要課題:數位媒體對傳統媒體

第13章 主要課題:宣傳活動的部分共享化

第14章 主要課題:從免費媒體轉變到收費媒體:今後的去向

附錄

目錄

“Owing to the urbanisation and the growing coverage of broadband service in China, digital media are widely accepted by Chinese consumers. With the general willingness of paying more for high-quality and personalised digital media, this opens up an opportunity of offering tier-based premium services for some digital media.” - David Zhang, Research Analyst.

This report looks at the following areas:

  • What is the current state of the usage of media by Chinese consumers in urban areas (tier one to tier three cities)?
  • Which information sources do Chinese consumers use when buying a product or service?
  • Which social media platforms are used by Chinese consumers for sharing their experiences of a product or service?
  • For what reason consumers do use different types of media?
  • What are consumers' general attitudes towards media?
  • How can companies use digital media more efficiently and effectively when reaching consumers?
  • What are the opportunities and challenges for launching premium content services?

On the other hand, digital media will be facing an imminent challenge due to the lack of trust in the content and advertising shown on digital channels. One of the potential solutions is transferring consumers' trust from conventional media onto digital media to make it seem more trustworthy. Horizontal integration combining information-sharing platforms and the information source before buying a product or service to create a consolidated platform for consumers could help brands to stand out. Brands could bridge the gap between sharing and information-gathering platforms in order to provide consumers with the one-stop information portal they need.

Table of Contents

1. Introduction

  • Definition
  • Report structure
  • Methodology

2. Executive Summary

  • The market: conventional media
  • The market: digital media
  • The consumer
  • Penetration of digital media is high
    • Figure 1: Media used in the three months to October 2013
  • Digital media dominate but in certain areas conventional media perform well
    • Figure 2: Purposes of using media, October 2013
  • Online shopping websites are the key information source when buying a product or service
    • Figure 3: Information sources when buying a product/service, October 2013
  • TV remains the widest-reaching media channel
    • Figure 4: Exposure to advertisements, October 2013
  • Instant messaging is the most popular way of sharing
    • Figure 5: Information channels used when sharing, October 2013
  • Majority willing to pay more for quality personalised service
    • Figure 6: General attitudes towards media, October 2013
  • Key trends
  • Digital media as a marketing channel have huge potential
  • Sharing is no longer an option but more of a necessity
  • Moving from free to paid media
  • What we think

3. Market Background - Conventional Media

  • Key points
  • Print media: uncertainties ahead
  • Newspapers: Stable but slowing down
    • Figure 7: Newspaper copies published in China, 2005-12
  • Magazines: Stagnant performance in the past five years
    • Figure 8: Magazine copies published in China, 2005-12
  • Conventional broadcast media: premium content sees potential
  • TV: Stable growth in TV broadcasting market...
    • Figure 9: Number of connections to both live and pay-TV services, 2005-12
  • ...but premium content is getting increasingly popular...
    • Figure 10: Pay-TV subscribers in China, 2005-12
  • ...while facing new challenges from Shanzhai OTT units
  • Advertisements in the traditional media still enjoy double-digit increase...
    • Figure 11: TV advertising market size (value), 2004-12

Figure 12: General attitudes towards media, October 2013

  • ...but self-produced and exclusive content from digital media pose a threat
  • Market drivers
  • Urbanisation creating a new reader base...
    • Figure 13: Disposable income of urban residents and urban population in China, 2000-11
  • ...but the existing reader base is likely to be dented by online content platforms
  • Consumers have more choice than ever amid intensified competition
  • Third plenum: the further opening up of the media industry

4. Market Background - Digital Media

  • Key points
  • Internet users reaching 600 million
    • Figure 14: Number of internet users in China, 1998-2013
    • Figure 15: Growth rate of internet penetration in rural and urban areas in China, 2009-12
  • Mobility: information on the go
    • Figure 16: Number of mobile internet users, 2006-13
  • Market drivers
  • Information explosion: Winning consumers over becomes increasingly challenging
  • Urbanisation: the driver of organic growth
  • Online shopping: making sharing a necessity
  • Social media: end users become content sources
    • Figure 17: The landscape of content over the internet, 2010
  • Multi-screens: the future of integrated services
  • Wearable devices: media are truly everywhere

5. The Consumer - Media Usage

  • Key points
  • High penetration of digital media
    • Figure 18: Media used in the three months to October 2013
  • Digital media
  • Conventional broadcast media
  • Print media
  • Media usage and gender
  • Women are more likely to be disengaged with some media...
    • Figure 19: Non-users of selected media sources, by gender, October 2013
  • ...but actively involved with others
    • Figure 20: Heavy users of selected media sources, by gender, October 2013
  • Media usage and age
    • Figure 21: Heavy users of media sources, by age, October 2013
  • Conventional media find it hard to appeal to young consumers...
  • ...while social media, video streaming and online shopping do appeal
  • Some media sources attract equal interest among all age groups
  • Income positively correlated to usage of most media channels
  • Cross-media marketing and the purpose of using different types of media
  • Print media users seeking fashion information are more likely to be heavy TV users
    • Figure 22: Heavy users of TV, by the purpose of using print media, October 2013
  • Promotion and advice-seeking consumers likely to be heavy users of magazines
    • Figure 23: Heavy users of magazines, by purpose of using conventional broadcast media, October 2013

6. The Consumer - Purposes for Using Media

  • Key points
  • Purposes for using media
    • Figure 24: Purposes of using media, October 2013
  • Digital media dominate...
  • ...but in certain areas, trust issue is a barrier
  • Conventional media perform well in the entertainment sector...
  • ...but digital media are catching up by introducing their own programmes
  • Print media tend to be considered serious and work-related
  • Digital media preferred for deals
  • Men more likely to seek work and finance information via conventional media
  • Figure 25: Selected purposes for using print media, by gender, October 2013
  • Figure 26: Selected purposes for using conventional broadcast media, by gender, October 2013
  • Older consumers obtain fashion, health and promotion information using print media...
    • Figure 27: Selected purposes for using print media, by age, October 2013
  • ...with similar trends evident in conventional media
    • Figure 28: Selected purposes for using conventional broadcast media, by age, October 2013
  • Conventional media better for targeting parents
    • Figure 29: Using conventional broadcast media and print media for obtaining information about latest promotions, by presence of children in the household, October 2013
  • Are digital media a cheap alternative?
    • Figure 30: Usage of digital media for selected purposes, by income, October 2013
  • Are digital media complementary to or competing with print media?
    • Figure 31: Selected purposes for using digital media, by usage of print media, October 2013

7. The Consumer - Information Sources

  • Key points
  • Information sources when buying a product or service
    • Figure 32: Information sources when buying a product/service, October 2013
  • Online shopping websites
  • Product rating and reviewing sites are catching up
  • Print media are less effective
    • Figure 33: Advertisement revenue of printed national newspapers, US, 2002-10
  • Women more likely to be spontaneous
    • Figure 34: Selected information sources used when buying a product or service, by gender, October 2013
  • Under-30s favour social media
    • Figure 35: Selected information sources used when buying a product or service, by age, October 2013
  • Forums and magazines could be effective channels to promote premium products
    • Figure 36: Selected information sources used when buying a product or service, by income, October 2013
  • Parents have greater faith in conventional media
    • Figure 37: Selected information sources used when buying a product or service, by presence of children in the household, October 2013
  • Review and rating sites more popular in tier one cities
  • Who are using multiple information sources?
    • Figure 38: Repertoire of information sources used when buying a product or service, October 2013
  • Female, low earners and less educated consumers use fewer information sources
    • Figure 39: Used one or two information source when buying a product or service, by demographics, October 2013

8. The Consumer - Exposure to Advertisements

  • Key points
  • Exposure to advertisements
    • Figure 40: Exposure to advertisements, October 2013
  • Active vs passive information sources
  • TV adverts particularly attractive to older consumers and high earners
    • Figure 41: Consumer exposure to TV adverts, by demographics, October 2013
  • Internet advertising more appealing to men, high earners and consumers in smaller cities
    • Figure 42: Consumers exposed to internet advertising, by demographics, October 2013
  • Adverts on public transport may not reach the highest earners
    • Figure 43: Consumers exposed to adverts in public transportation, by demographics, October 2013
  • Adverts in print media attract high earners
    • Figure 44: Consumers exposed to print media, by demographics, October 2013
  • Direct mail reaches mid-to-high earners
    • Figure 45: Consumers exposed to direct mailing, by demographics, October 2013
  • Who is being exposed to multiple advertising channels?
    • Figure 46: Repertoire of types of adverts exposed to, October 2013

9. The Consumer - New Media and Sharing

  • Key points
  • Information channels used when sharing
    • Figure 47: Information channels used when sharing, October 2013
  • Social media and instant messaging are the most important...
  • ...but dealing with negative word of mouth is getting increasingly challenging
  • Product rating sites attract a fair number of consumers...
  • ...but there is still scope to encourage more users to share their experiences
  • Online forums no longer a popular platform for sharing
  • Women prefer to share through instant messaging
    • Figure 48: Information channels used when sharing, by gender, October 2013
  • SMS and email still popular among older consumers
    • Figure 49: Selected information channels used when sharing, by age, October 2013
  • Online forums and rating/review sites attract high earners
    • Figure 50: Selected information channels used when sharing, by income, October 2013
  • Horizontal integration of sharing and information gathering
    • Figure 51: Selected information channels used when sharing, by information source used when buying, October 2013
  • Consumers tend to use multiple channels to share their experiences
    • Figure 52: Repertoire of methods of sharing, October 2013

10. The Consumer - Attitudes towards Media

  • Key points
  • General attitudes towards media
    • Figure 53: General attitudes towards media, October 2013
  • Digital media have been widely accepted...
  • ...with the majority willing to pay for quality, personalised service
  • Information overload makes choice difficult
  • Sharing on social media becomes a necessity...
  • ...but many are worried about the disappearance of face-to-face communication
  • High earners find the availability of the different media saves time but choice is difficult
    • Figure 54: Agreement with the statement “It is hard to select the best media for the information I want”, by income, October 2013

11. The Consumer - Segmentation

  • Key points
  • Four segments identified
    • Figure 55: Cluster analysis, October 2013
  • Pro-digital
  • Who are they?
    • Figure 56: Pro-digital segment, by demographics, October 2013
  • What do they think?
  • Which media channels do they use?
    • Figure 57: Media used in last 3 months, by target groups, October 2013
  • Rating websites and social media more likely to be used by Pro-digital consumers
    • Figure 58: Selected information sources used when buying a product or service, by target groups, October 2013
  • TV, internet and outdoor billboards more effective at targeting Pro-digital consumers
    • Figure 59: Exposure to selected types of adverts, by target groups, October 2013
  • Marketing implications
  • Disengaged
  • Who are they?
  • What do they think?
  • Which media channels do they use?
  • Marketing implications
  • Freebie chasers
  • Who are they?
    • Figure 60: Freebie chaser segment, by demographics, October 2013
  • What do they think?
  • Which media channels do they use?
  • Marketing implications
  • Premium content lovers
  • Who are they?
    • Figure 61: Premium content lover segment, by demographics, October 2013
  • What do they think?
  • Which media channels do they use?
    • Figure 62: Exposure to outdoor billboard/posters, by target groups, October 2013
  • Marketing implications

12. Key Issue - Digital vs. Conventional Media

  • Key points
  • Digital media as a marketing channel have huge potential
  • Digital media are a dominating force in the information landscape...
    • Figure 63: Information source when buying a product/service, October 2013
  • ...but trail conventional media in terms of advert exposure
    • Figure 64: Exposure to advertisements, October 2013
  • Challenges faced by digital media
  • Are digital media seen as less trustworthy?
  • How to improve the trustworthiness of digital media
  • Transferring trustworthiness from conventional media
  • Utilising cross-channel platforms
  • Launching O2O campaigns
  • Putting official websites or social media accounts to better use
  • Targeting high earners using digital media
    • Figure 65: Purpose of using media - Digital media, by income, October 2013
  • What does it mean?

13. Key Issue - Making Sharing Part of the Campaign

  • Key points
  • Sharing is no longer an option but more of a necessity
  • Weibo and other social media sites becoming increasingly important
    • Figure 66: Information channels used when sharing, October 2013
  • Integrating sharing and information gathering - a horizontal integration approach
    • Figure 67: Selected information channels used when sharing, by information source when buying, October 2013
  • What does it mean?

14. Key Issue - Moving from Free to Paid Media: The Way Forward

  • Key points
  • Willingness to pay for premium content is high...
  • ...and high earners still find it hard to select the best media
    • Figure 68: Agreement with the statement “It is hard to select the best media for the information I want”,
  • Who is more likely to pay for premium content?
  • Targeting the Pro-digital segment
    • Figure 69: Pro-digital segment, by demographics, October 2013
  • Targeting Premium content lovers
    • Figure 70: Premium content lover segment, by demographics, October 2013
  • Potential challenges when introducing premium content
  • Lack of premium content for leisure and work/study purposes
    • Figure 71: Purpose for using media - Digital media, by income, October 2013
  • Are digital media complementary to or competing with print media?
    • Figure 72: Selected purposes for using digital media, by usage of print media, October 2013
  • What does it mean?

15. Appendix - Media Used in Last 3 Months

  • Figure 73: Media used in last 3 months, October 2013
  • Figure 74: Media used in last 3 months, by most popular purpose of using media - Print, October 2013
  • Figure 75: Media used in last 3 months, by next most popular purpose of using media - Print, October 2013
  • Figure 76: Media used in last 3 months, by most popular purpose of using media - Conventional mass media, October 2013
  • Figure 77: Media used in last 3 months, by next most popular purpose of using media - Conventional mass media, October 2013
  • Figure 78: Media used in last 3 months, by agreement with the statement ‘The availability of different media saves time in finding information I need', October 2013
  • Figure 79: Media used in last 3 months, by agreement with the statement ‘It is hard to select the best media for the information I want', October 2013
  • Figure 80: Media used in last 3 months, by agreement with the statement ‘My life is overloaded with too much unnecessary information from various media', October 2013
  • Figure 81: Media used in last 3 months, by agreement with the statement ‘It is fundamental to share my life experiences/opinions on social networks', October 2013
  • Figure 82: Media used in last 3 months, by agreement with the statement ‘I'm concerned that face-to-face communication will be replaced by digital interaction ', October 2013
  • Figure 83: Media used in last 3 months, by agreement with the statement ‘Word of mouth/recommendations from consumers are more reliable than product', October 2013
  • Figure 84: Media used in last 3 months, by agreement with the statement ‘I am worried that online product reviews/comments are manipulated', October 2013
  • Figure 85: Media used in last 3 months, by agreement with the statement ‘Information in traditional media is more reliable than in digital media', October 2013
  • Figure 86: Media used in last 3 months, by agreement with the statement ‘Digital media are more convenient than traditional media when searching for product information', October 2013
  • Figure 87: Media used in last 3 months, by agreement with the statement ‘Advertisements in traditional media are more trustworthy than those in digital media', October 2013
  • Figure 88: Media used in last 3 months, by agreement with the statement ‘It is worth paying more for digital services providing the most updated information', October 2013
  • Figure 89: Media used in last 3 months, by agreement with the statement ‘It is worth paying more for digital services that are customised for my needs', October 2013
  • Figure 90: Media used in last 3 months, by agreement with the statement ‘It is worth paying more for higher-quality digital services', October 2013

16. Appendix - Purpose of Using Media

  • Figure 91: Purpose of using media - Print, October 2013
  • Figure 92: Purpose of using media - Conventional mass media, October 2013
  • Figure 93: Purpose of using media - Digital media, October 2013
  • Figure 94: Most popular purpose of using media - Digital media, by demographics, October 2013
  • Figure 95: Next most popular purpose of using media - Digital media, by demographics, October 2013
  • Figure 96: Purpose of using media, by most popular media used in last 3 months - Newspaper, October 2013
  • Figure 97: Purpose of using media, by next most popular media used in last 3 months - Newspaper, October 2013
  • Figure 98: Purpose of using media, by most popular media used in last 3 months - Magazines, October 2013
  • Figure 99: Purpose of using media, by next most popular media used in last 3 months - Magazines, October 2013
  • Figure 100: Purpose of using media, by media used in last 3 months - TV, October 2013
  • Figure 101: Purpose of using media, by most popular media used in last 3 months - Radio, October 2013
  • Figure 102: Purpose of using media, by next most popular media used in last 3 months - Radio, October 2013
  • Figure 103: Purpose of using media, by media used in last 3 months - Portal websites, October 2013
  • Figure 104: Purpose of using media, by most popular media used in last 3 months - Online forums/BBS, October 2013
  • Figure 105: Purpose of using media, by next most popular media used in last 3 months - Online forums/BBS, October 2013
  • Figure 106: Purpose of using media, by media used in last 3 months - Social networks, October 2013
  • Figure 107: Purpose of using media, by most popular media used in last 3 months - Product/service rating websites, October 2013
  • Figure 108: Purpose of using media, by next most popular media used in last 3 months - Product/service rating websites, October 2013
  • Figure 109: Purpose of using media, by media used in last 3 months - Search engine, October 2013
  • Figure 110: Purpose of using media, by media used in last 3 months - Online video websites, October 2013
  • Figure 111: Purpose of using media, by media used in last 3 months - Online shopping websites, October 2013
  • Figure 112: Purpose of using media, by media used in last 3 months - Personal mailbox, excluding business/company mailbox, October 2013
  • Figure 113: Purpose of using media, by most popular media used in last 3 months - SMS/MMS subscriptions, October 2013
  • Figure 114: Purpose of using media, by next most popular media used in last 3 months - SMS/MMS subscriptions, October 2013

17. Appendix - Information Source When Buying a Product/Service

  • Figure 115: Information source when buying a product/service, October 2013
  • Figure 116: Information source when buying a product/service, by agreement with the statement ‘The availability of different media saves time in finding information I need', October 2013
  • Figure 117: Information source when buying a product/service, by agreement with the statement ‘It is hard to select the best media for the information I want', October 2013
  • Figure 118: Information source when buying a product/service, by agreement with the statement ‘My life is overloaded with too much unnecessary information from various media', October 2013
  • Figure 119: Information source when buying a product/service, by agreement with the statement ‘It is fundamental to share my life experiences/opinions on social networks', October 2013
  • Figure 120: Information source when buying a product/service, by agreement with the statement ‘I'm concerned that face-to-face communication will be replaced by digital interaction', October 2013
  • Figure 121: Information source when buying a product/service, by agreement with the statement ‘Word of mouth/recommendations from consumers are more reliable than product', October 2013
  • Figure 122: Information source when buying a product/service, by agreement with the statement ‘I am worried that online product reviews/comments are manipulated', October 2013
  • Figure 123: Information source when buying a product/service, by agreement with the statement ‘Information in traditional media is more reliable than in digital media', October 2013
  • Figure 124: Information source when buying a product/service, by agreement with the statement ‘Digital media are more convenient than traditional media when searching for product information', October 2013
  • Figure 125: Information source when buying a product/service, by agreement with the statement ‘Advertisements in traditional media are more trustworthy than those in digital media', October 2013
  • Figure 126: Information source when buying a product/service, by agreement with the statement ‘It is worth paying more for digital services providing the most updated information', October 2013
  • Figure 127: Information source when buying a product/service, by agreement with the statement ‘It is worth paying more for digital services that are customised for my needs', October 2013
  • Figure 128: Information source when buying a product/service, by agreement with the statement ‘It is worth paying more for higher-quality digital services', October 2013
  • Repertoire analysis
    • Figure 129: Repertoire of information source when buying a product/service, October 2013
    • Figure 130: Repertoire of information source when buying a product/service, by demographics, October 2013

18. Appendix - Exposure to Ads

  • Figure 131: Exposure to ads, October 2013
  • Figure 132: Most popular exposure to ads, by demographics, October 2013
  • Figure 133: Next most popular exposure to ads, by demographics, October 2013
  • Figure 134: Other exposure to ads, by demographics, October 2013
  • Figure 135: Exposure to ads, by agreement with the statement ‘The availability of different media saves time in finding information I need', October 2013
  • Figure 136: Exposure to ads, by agreement with the statement ‘It is hard to select the best media for the information I want', October 2013
  • Figure 137: Exposure to ads, by agreement with the statement ‘My life is overloaded with too much unnecessary information from various media', October 2013
  • Figure 138: Exposure to ads, by agreement with the statement ‘It is fundamental to share my life experiences/opinions on social networks', October 2013
  • Figure 139: Exposure to ads, by agreement with the statement ‘I'm concerned that face-to-face communication will be replaced by digital interaction', October 2013
  • Figure 140: Exposure to ads, by agreement with the statement ‘Word of mouth/recommendations from consumers are more reliable than product', October 2013
  • Figure 141: Exposure to ads, by agreement with the statement ‘I am worried that online product reviews/comments are manipulated', October 2013
  • Figure 142: Exposure to ads, by agreement with the statement ‘Information in traditional media is more reliable than in digital media', October 2013
  • Figure 143: Exposure to ads, by agreement with the statement ‘Digital media are more convenient than traditional media when searching for product information', October 2013
  • Figure 144: Exposure to ads, by agreement with the statement ‘Advertisements in traditional media are more trustworthy than those in digital media', October 2013
  • Figure 145: Exposure to ads, by agreement with the statement ‘It is worth paying more for digital services providing the most updated information', October 2013
  • Figure 146: Exposure to ads, by agreement with the statement ‘It is worth paying more for digital services that are customised for my needs', October 2013
  • Figure 147: Exposure to ads, by agreement with the statement ‘It is worth paying more for higher-quality digital services', October 2013

19. Appendix - Information Channels Used When Sharing

  • Figure 148: Information channels used when sharing, October 2013
  • Figure 149: Most popular information channels used when sharing, by demographics, October 2013
  • Figure 150: Next most popular information channels used when sharing, by demographics, October 2013
  • Figure 151: Information channels used when sharing, by most popular information source when buying a product/service, October 2013
  • Figure 152: Information channels used when sharing, by next most popular information source when buying a product/service, October 2013
  • Figure 153: Information channels used when sharing, by most popular exposure to ads, October 2013
  • Figure 154: Information channels used when sharing, by next most popular exposure to ads, October 2013

20. Appendix - General Attitudes towards Media

  • Figure 155: General attitude towards media, October 2013
  • Figure 156: General attitude towards media, October 2013 (continued)
  • Figure 157: Agreement with the statement ‘The availability of different media saves time in finding information I need', by demographics, October 2013
  • Figure 158: Agreement with the statement ‘It is hard to select the best media for the information I want', by demographics, October 2013
  • Figure 159: Agreement with the statement ‘My life is overloaded with too much unnecessary information from various media', by demographics, October 2013
  • Figure 160: Agreement with the statement ‘It is fundamental to share my life experiences/opinions on social networks', by demographics, October 2013
  • Figure 161: Agreement with the statement ‘I'm concerned that face-to-face communication will be replaced by digital interaction', by demographics, October 2013
  • Figure 162: Agreement with the statement ‘Word of mouth/recommendations from consumers are more reliable than product', by demographics, October 2013
  • Figure 163: Agreement with the statement ‘I am worried that online product reviews/comments are manipulated', by demographics, October 2013
  • Figure 164: Agreement with the statement ‘Information in traditional media is more reliable than in digital media', by demographics, October 2013
  • Figure 165: Agreement with the statement ‘Digital media are more convenient than traditional media when searching for product information', by demographics, October 2013
  • Figure 166: Agreement with the statement ‘Advertisements in traditional media are more trustworthy than those in digital media', by demographics, October 2013
  • Figure 167: Agreement with the statement ‘It is worth paying more for digital services providing the most updated information', by demographics, October 2013
  • Figure 168: Agreement with the statement ‘It is worth paying more for digital services that are customised for my needs', by demographics, October 2013
  • Figure 169: Agreement with the statement ‘It is worth paying more for higher-quality digital services', by demographics, October 2013
  • Figure 170: General attitudes towards media, by most popular information source when buying a product/service, October 2013
  • Figure 171: General attitudes towards media, by next most popular information source when buying a product/service, October 2013
  • Figure 172: General attitudes towards media, by most popular exposure to ads, October 2013
  • Figure 173: General attitude towards media, by next most popular exposure to ads, October 2013

21. Appendix - Cluster Analysis

  • Figure 174: Target groups, October 2013
  • Figure 175: Target groups, by demographics, October 2013
  • Figure 176: Media used in last 3 months, by target groups, October 2013
  • Figure 177: Information source when buying a product/service, by target groups, October 2013
  • Figure 178: Exposure to ads, by target groups, October 2013
  • Figure 179: General attitudes towards media, by target groups, October 2013
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