The IPA today (3rd July) revealed the results of its second IPA TouchPoints Hub Survey; which describes a week in the life of a representative sample of the GB adult population during late 2007/early 2008.
The IPA TouchPoints Initiative is the most ambitious piece of media research undertaken for a generation. First launched in 2006, it has already been emulated by many countries around the world, including France, Italy, Poland, and Brazil.
Its primary objective is to give communication strategists a consumer-centric planning tool which analyses how people are using the increasingly wide range of media available to them and how this usage fits in to their lifestyles. It is designed as a stand-alone survey and a survey which allows other media research currencies and surveys such as BARB, NRS, RAJAR, TGI etc. and proprietary surveys to be integrated onto it.
TouchPoints2 has been extensively updated and expanded particularly in its coverage of digital media (the growth in all internet use, social networking, search etc.) mobile phone usage, retail activity, what people are doing when they are outdoors (shopping, travelling to work etc) and their mood. It also provides a range of trend data where comparisons with IPA TouchPoints1 are possible.
The survey, conducted by Taylor Nelson Sofres (TNS) questioned 5,400 adults aged 15+ through a substantial self-completion questionnaire and a PDA (personal digital assistant) time-based diary that collected data every half hour for a week on how they were spending their time, their opinions, and the role of media in their lives.
The IPA TouchPoints Database is extremely extensive covering general life activities, attitudes and media usage — the following pages give you a very small taste of what you can find out from IPA TouchPoints — we have indexed the content areas covered to make it easier to use:
Contents
The what, where and how of consuming media: The media mix 4
Television 4
The internet 5
Using the internet to consume traditional media 6
Newspapers 7
Magazines 7
Out-of-home 7
Cinema 7
Direct 8
Sponsorship 8
The BBC 8
How people are communicating: How people communicate with each other 9
Social networking 9
Mobile phones 9
Texting 10
Blogging 10
What people think: Money 11
Gambling 11
Employment 11
Travelling 11
Family 12
Stress 12
Food and grocery shopping 12
Technology 13
Olympics and Sport 13
Advertising and brands 13
Environment 14
The full report