PNNA Portland OR. Changing Audiences September 2014

Transcription

1 PNNA Portland OR Changing Audiences September 2014

2 DSS Survey - New at Borrell Survey live 2,500 Interviews with SMBs White Paper due out next week AE Comp Survey Survey live 200+ Media Executives Report with LMA due in October Corey Elliott joined us from Gannett Join us in NYC in March 2015 for our annual confab!

3 And now, let s think about Audience.

4 Few Subscribers under age 45 Sample Group Mean Age Sample N Local Digital/Intercept 1 Tech Local Digital/ Intercept 2 Media Local Digital/ Intercept 3 Shopping Local Public/Research Now - Tech Local Public/Research Now - Media Local Public/Postcard 1,2,3 Media Local Public/Peanut Labs Local Public/Qualtrics Local Print Subscriber Local Print Subscriber Local Print Subscriber 2 Mean Year of Birth age Local Print Subscriber 2 Median Year of Birth age

5 Compounding the Age Issue is Length of Subscription 100% 75% 71% 50% 25% 14% 0% 2% 1% 1% 1% Less than 3 months Less than 6 Less than 9 months months 9 months to less than 1 year 4% 5% 1-2 years 3-4 years 5-9 years 10 years or more 2% Don't know How long has your household subscribed to the Local Morning Telegraph? N = 1,063

6 Diverging Audiences Days Print Reads Print Digital Reads Digital Print Reads Digital Digital Reads Print Last 7days

7 6% of Local Pub subscribers under 35 years compared to 40% of Pub FB/Twitter followers 50% Pub Facebook/Twitter 25% 0% Under or older Q57 What is your age group? N = 2,197 7

8 Gender Ratios Trend to More Female Q40 Gender N = 2,027 8

9 Just how big is the there, there? How many actual people visit your website? How many people use your apps? Mobile Audience Digital Audience Print subscribers & readers

10 Digital Audience Frequency and Loyalty will be the primary drivers of opportunity. Search/Content Driven 1 and gone Fly-by 21% 1-3 days/month 4+ Days/month Core Loyalists 19% Incidenta l Loyalists 60% Incidental =3 or fewer visits in month Core = 4 or more visits per month 10

11 Is a unique visitor a person?

12 Internet the Most Important Media for Keeping Up with News Q3 On a scale of 1 to 5, with 1 being not at all important and 5 being very important, how important are different media to you in keeping up with news and information that you need to know? N= 2,018 12

13 Home computer and on the go are top locations for accessing Internet news Q 4 - On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? [Check all that apply.] Total N = 2,027 13

14 Detail: Accessing on the go Q 4 - On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? [Check all that apply.] Total N = 2,027 14

15 Major and Digital Media Use Local Media Web Are 3 rd in cited use Q 9 - Which of these news and information sources did you use in the last month? [Check all that apply.] N = 2,027 15

16 Mobile revolution in active progress On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? (Check all that apply.) N = 2,756

17 LOTS of Technology Owned Technology Owned DVD Player 76% Digital camera 72% Wi-Fi on laptop or home computer 71% Laptop or Notebook portable computer 69% GPS locator for driving, hiking, camping, etc. 47% Satellite TV/DirecTV, etc. 43% Xbox, PlayStation/Electronic game device 39% TiVo or other Digital Video Recorder 37% ipod or similar digital music device 32% Sirius/XM Radio or other Satellite Radio 32% Apple ipad or ipad mini 32% ereader such as Kindle from Amazon or Nook (not including Kindle Fire) 26% Internet-enabled TV 26% Kindle Fire ereader 16% Other Tablet (Not ipad or mini) 13% Apple TV 5% None of above 3% answered question 2, Which of the following technologies do you currently own, subscribe to, or are you considering buying? (Check all that apply.)

18 100% 97% Mobile Mobile Ownership 75% 67% 50% 53% 25% 0% Any Cell Phone Smartphone Tablet 55. Do you personally own a cell phone of any type? N = 1,684 Do you personally own and use a tablet device, such as an ipad, Kindle Fire, or similar device? N = 1,305

19 That sound you hear is the rubber hitting the road Cellphone Type Standard cell phone without Internet access 18% Standard cell phone with Internet access 12% 100% Landline? iphone 34% 75% Android-based smartphone such as Samsung, HTC, Motorola 26% Blackberry 2% 50% 48% 51% Other "Smartphone" 6% Other 1% N (Single Market) 1,147 25% What type of cell phone do you personally own and use? 0% Cell phone only Cell phone and land line Single Market N = 1,245

20 Lots of uses Smartphone Uses Texting 78% 68% Sending photos/seeing photos 64% General Internet access 60% Mapping - Directions 60% Updating Facebook/Social Network 52% Music 46% Games (like Scrabble, Angry Birds, etc.) 45% Store locators 33% Watching general video (incl YouTube clips) 32% Researching product information/availability while shopping 30% Watching news video & sports video 26% Coupons for discounts and rewards 25% Price comparisons while shopping 25% Reading or listening to books 22% Hobby apps 15% None of above 7% Other (please specify) 1% All Samples N = 1, Aside from its use as phone for talking, which of the following are your most used or favorite mobile device (smartphone and tablet (ipad)) uses and applications? (Check all that apply.)

21 Computer Uses Computer Uses Online Gaming (Angry Birds, Poker, etc.) 25% Google Maps 67% Access YouTube.com 58% Purchase books for reading on ereader/tablet such as Kindle, ipad, etc., or smartphone like iphone 36% Instant messaging (IM) on computer 30% Access itunes.com 38% Access online information like sports scores, headlines, stock quotes, etc. by cell phone or other mobile device 32% Use computer video camera for live telephone calls (Skype or similar service) 26% Purchase audio books for listening on computer, ipod, or other device 14% Use Pandora.com online music service 35% Use Hulu.com online video service 11% Subscribe to Netflix 31% None of above 8% answered question 2, Which of the following online and electronic services or types of services do you use, are you registered, or subscribe to? (Check all that apply.)

22 Web & TV are most important news venues Answer Options Rating : Very important = 5 Local Digital Local Public Local Print Subscriber Internet/Websites 71% 59% 44% Television 53% 43% 55% Local Newspapers 52% 22% 62% Radio 39% 25% 17% National Newspapers (NYTimes, Wall Street Journal, USA Today, etc.) 17% 14% 10% Magazines 8% 7% 6% answered question On a scale of 1 to 5, with 1 being not at all important and 5 being very important, how important are different media to you in keeping up with news and information that you need to know?

23 TV by far, then Cable, Facebook, and Radio top first sources list Q43 Some of the top stories of 2013 included the Snowden revelations about NSA, the Syrian Civil War, Egyptian unrest, and the resignation and election of a new Roman Catholic pope. Thinking of one of these or other breaking news of significant importance to you, how did you first hear about the one story in recent months that was of most importance to you personally? N = 1,924 23

24 Mobile On the go, 2 nd most used Web news access location Personal/Home desktop or laptop computer Access Locations 72% Mobile Phone - on the go 53% Work/Office desktop or laptop computer 42% Tablet 27% School 4% Cafe/Coffeehouse 3% Library 2% 0% 20% 40% 60% 80% On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? (Check all that apply.) N = 2,856

25 Just to say, Facebook is #3 online news source TMT All Samples Local Media websites (News-Journal.com, Online News Sites (CNN, Fox News, Yahoo!, Social networking sites (Facebook, Twitter, Regional news providers (DallasNews.com, HuffingtonPost.com USA Today print or online National news magazine like Time or New York Times print or online (NYTimes.com) Wall Street Journal or WSJ.com News programming or blogs from NPR.org Salon.com articles, blogs, etc. Longform.org, NewsGator.com, or other None of the above Other (please specify) 22% 19% 15% 10% 9% 9% 7% 3% 1% 8% 6% 60% 58% 61% 0% 25% 50% 75% 100% 28. Which of these news and information sources did you use in the last month? [Check all that apply.] N= 2,628

26 Facebook big, Social bigger Social Networks Facebook 95% Pinterest 39% LinkeIn 35% Twitter 34% Google+ 33% Instagram 23% Tumblr 8% Foursquare 6% Flickr 6% Do not belong 1% Other (please specify) 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 60. Do you belong to any Social Network sites? N = 2,078

27 News Content General News Content Interests Response Percent Top breaking stories 67% Local News 66% Local Weather 65% General state, regional, national, & world news 37% Events 27% Local sports 22% Sale and shopping information 19% Business news 18% Traffic news 18% Professional sports (NFL, MLB, NBA, PGA, etc.) 16% College sports 15% Entertainment information (movies, TV, etc.) 12% Sample N 742

28 Local Advertisers

29 Unrelenting Competitive Sales Pressure Pitches Taken or more 2. Many different media work to earn your business as an advertiser. In an average month, how many total attempts are made to speak with or reach you about any advertising opportunity? N = 81/ CoC N = In an average month, how many advertising sales people do you speak to, in person or on the phone, among these incoming efforts? N = 81/ CoC N = 83 Don't know/not sure 0% 25% 50% 75% 100% Local Pub Local Chamber 29

30 Among Print Clients, Newspaper Still Strong 100% 75% 50% 25% 0% Local Newspapers Online/Digital Printed Directories Direct Mail Other Local Print Pubs Radio Mobile Cable TV Stations Broadcast TV Stations Cinema Outdoor and OOH Telemarketing Other Local Pub Local Chamber 4. Please estimate what portion of your total ad spending next year will be spent on the media listed below. Estimate the PERCENTAGE each will get in [Amounts should total to 100%.] 30

31 Social Networks Reaching Ubiquity Yes - Social Network 77% 85% Local Pub Local Chamber 13. Does your company maintain a Social Network presence or page (such as Facebook, LinkedIn, Twitter, etc.)? 31

32 Social Media Less on Sales Volume Additional fans, friends, followers Social Network Metrics New Customers Visits to Business website Visits to business Social Network pages New contact info Sales volume Store visits New Lead generation Other (please specify) None of above 0% 25% 50% 75% 100% Local Pub Q 16. Which of the following are a part of the key metrics that you use to measure the success of your social marketing programs? [Select all that apply.] 32

33 Mobile, Anyone? Used Mobile Been Pitched Mobile 60% Don't know, 6% No, 79% Yes, 22% 36% 33% LOCAL PUB Q 22 Has your company been pitched by any vendors to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months? 12% 19% Very likely 21% Somewhat likely 24% Not very likely 21% 17% Not at all likely 10% 7% Don t know/not sure How likely is it that you will incorporate mobile media elements in your advertising and marketing efforts to reach potential customers in the next twelve months?

34 Mobile Is for Direct Response So Far Mobile Metrics* New C ustomers Sales volume New Lead generation Additional fans, friends, followers Visits to busin ess Social Network pages Visits to Business website New contacts information like , phone, etc. Store visits Other (please specify) None of above 0% 25% 50% 75% 100% LOCAL PUB Which of the following are a part of the key metrics that you use to measure the success of your mobile marketing programs? [Select all that apply.] 34

35 SMB Owner/Manager Demos Men 40% Women 60% Age 50 years College Grad 63%

36 General Population vs SMB Owners and Managers: Comparative Distributions

37 Key Data Summary Legacy audiences are just getting older and smaller Digital and Print audiences are diverging significantly in their use of local news media Digital media are exploding Mobile is exploding Local advertisers heavily investing in digital solutions Lots of sales pressure Strong need to deliver multiple types of solutions 37

38 Thank you. Greg Harmon Borrell Associates