Changing Media Orientations: Where To Reach Today's Consumers

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