TouchPoints 6 reveals Britain's media habits

TouchPoints 6 was launched at BAFTA in London today. The landmark consumer-centric, cross-media, cross-platform database, is used to reveal insights into how people in Britain are engaging with media today.


It offers subscribers a contextual view of people's use of media supported with information on their mood, location, activities, who they are with and the platforms and devices they use every day. These insights become powerful tools for brands and their agencies to select the right media channels for their message.

Since launching a decade ago, the database has shown the growth of media-meshing,  rising from 76% to an all-consuming 87%. As part of the launch, the IPA have produced a whitepaper called Our Media Day, and over at Mediatel they are sharing 12 key findings from the latest data.

For the keynote event, guests heard from ITV, The Guardian, Kinetic and Reality Mine about how they use TouchPoints every day. Some of their presentation highlights included:

  • ITV revealing that ten years on since TouchPoints was introduced, television is still the primary media device of choice due to its continued relevance in the rhythms’ of people’s everyday lives.
  • Kinetic’s pioneering approach to mood and the revelation that we’re positive about shopping before during and after the experience and not just at the point of purchase.
  • The Guardian discussing their landmark project Audiences, not Platforms 2.0 which has seen them redefine their relationship with their advertisers in a multi-channel world.
  • RealityMine who showed the global roll out of TouchPoints is making international perspectives easier to see. Such as a revealing view of worldwide female beauty rituals that showed how approaches to make-up habits differs around the world.  

The TouchPoints team also revealed some of the major new developments to help subscribers use the data effectively, including a new look Navigator available now for free and a new Channel Planner Light exclusively for subscribers.

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