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TouchPoints5 reveals insights into how news is consumed

At a breakfast event today (11th September) the IPA and Newsworks presented a picture of how newsbrands are really consumed in today's digital landscape, with insights gleaned from TouchPoints5.


The study reveals that while the majority of newsbrand reading (53%) still occurs in the home, a sizeable 39% is done while travelling, as mobile devices supplement commuters' traditional print readership. It also identifies a valuable group of 'news junkies', who keenly keep up with news across a range of media and a variety of topics.

As a group, news junkies are more knowledgeable, more influential and they spend more money on shopping each week. TouchPoints indicates that this group in particular enjoy augmenting their traditional news reading and viewing habits with mobile devices, in order to get their news fix throughout the day.

Next to present was Newsworks' planning director Judy Harman, whose presentation, 'Keep taking the tablets', focused in on a more select group - newsbrand tablet readers - and looked at where they fit in to the newsbrand ecosystem as well as what opportunities they offer planners.

Tablet newsbrand readers, it was revealed, provide a particularly attractive, high-earning audience, who are media savvy, keep up to date with new technology and enjoy socialising and going out.

While they lead busy and active lives most of the time, when tablet readers stop to access newsbrands, they are in a relaxed frame of mind – even more so than people watching commercial TV or listening to commercial radio.

The study also looked at exactly when people are accessing tablet newsbrands. Timelines from TouchPoints' diary data reveal that a significant proportion of readers access newsbrands on their tablet early in the day – over 50% of readership takes place before 9.30am at weekends – i.e. before the vast majority (90%) of shopping is completed.

The seminar was rounded off by three case studies from the newsbrands themselves, showing how planners can use these learnings from TouchPoints to enhance the effectiveness of their campaigns.

First up was a study from News UK, in which insight manager Phil Robinson used TouchPoints and a live brief from a motors client, to show how The Sun is able to deliver a young audience of over 35s throughout the day by strategically planning across its range of platforms.

This was followed by a presentation from Kate Rushton, deputy research & analysis manager at Telegraph Media Group, who showed how TouchPoints helps to map the changing needs and interests of Telegraph readers across the day. The depth of data now available means The Telegraph can adapt its output to meet the various needs of its readers at different times of day, which in turn offers advertisers an increasingly detailed picture to plan their campaigns around.

Finally, Ian Gibbs, head of commercial insight at the Guardian, talked about the title's plans for its 'Audiences Not Platforms' tool, which uses TouchPoints to offer advertisers an award-winning cross-channel planner.

Download the presentations from the event here.

This article first appeared on Newsworks.

About TouchPoints

The IPA TouchPoints provides communication strategists with 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.

TouchPoints was first launched in 2006, followed by a second survey in 2008, a third survey in 2010, the fourth survey in 2012, and now the fifth. TouchPoints5 has been extensively updated notably to measure media consumption by device.

The survey has been emulated by many countries around the world, including France, Italy, Denmark, Switzerland and the USA.

It is designed to be used as both a stand-alone survey and a hub survey which allows other media research currencies and surveys such as BARB, NRS, RAJAR, TGI etc. and proprietary surveys to be integrated onto it.

The survey, conducted by Ipsos MediaCT, questioned 5,100 adults aged 15+ through a substantial self-completion questionnaire and an e.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.

Last updated 12/09/2014

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