20+ Big Media Consumption Questions We Can Now Answer

September 19, 2017 - 3 minute read

According to Marketing Week, marketers in the UK had a media spend of £21.4bn in 2016, up 3.9% year on year, with almost all of that growth being ploughed into digital channels.

Yet P&G's CMO, Mark Pritchard, set off a fire storm at the start of 2017 by declaring the world of online media buying "murky at best, and fraudulent at worst." Given P&G spent $7.2 billion in advertising alone in 2016 (globally), his is a viewpoint everyone needs to listen to.

But how can brands get a better handle on where to spend their money to reach the audiences they want to engage with? How can you match your marketing budget to media habits and stop wasting money? Is digital always the answer?

It all starts with robust insights.

That's why we've taken the liberty of asking the big quesitons, and getting the answers to them. They're all published for free in our Q3 Media Consumption report, which takes a detailed look at the habits of a nationally representative sample of 1000 UK consumers. 

What kind of questions will it answer? Here are 20+ to get you started...

  1. How much TV are people still watching? And which audiences are the biggest consumers of live TV?
  2. What types of programmes are most popular? And for which audiences?
  3. Is streaming TV cannibalising traditional TV?
  4. How do streaming TV and live TV audiences differ?
  5. Which streaming services are most popular amongst which audiences?
  6. Which social media apps are most heavily used while watching TV? And by who?
  7. Who reads newspapers these days? And which ones?
  8. Do Gen Z present a future for traditional newspapers?
  9. What websites are top of mind for the UK?
  10. How prevalent are ad blockers and who uses them most heavily?
  11. Which media/apps/websites are being used this year that weren't last year?
  12. Which entertainment services are people most likely to quit?
  13. How do consumers find products when they want to purchase them online?
  14. What podcasts are most popular amongst different audiences?
  15. What magazines most popular amongst different audiences?
  16. What commercial radio stations are most popular amongst different audiences?
  17. How do Millennial media consumption habits differ to Gen Z or Boomers?
  18. How does London consume news and entertainments versus the rest of the UK?
  19. If you want to reach higher earning female audiences aged 30-50 that own pets, what's the best media mix to use?
  20. What's the real profile of a Guardian reader versus a Daily Mail reader? And how do their other media habits differ?

By downloading the free 41-page media consumption report, you'll also gain access to the original data set and analytics dashboard that we used to write the report, so you can ask these very specific questions and get the answers your business needs.

You can simply click on any demographic filters that match your customer profiles, providing you with a customised understanding of the media habits for your specific target audience.

View the report and access the download now.

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5 Perspectives on The Brands to Watch in 2018

Who's going to stand out this year? Will brands that took a battering in 2017 make a statement in 2018? Will it be the year of challenger brands or incumbents?

To bring you answers to these questions (and more), we reached out to 5 experts with very different backgrounds across startups, content, social media, experiential marketing and audio to share their unique perspectives on who are the brands to watch in 2018.

Alison Battisby, Founder, Avocado Social

Monzo: The digital mobile-only challenger bank saw nearly half a million new users sign up for its services and claim their bright orange bank cards last year. Monzo is a fantastic way to manage your budget thanks to their instant updates in the app showing you how much you've just spent, and provide added value when used abroad thanks to their free withdrawls up to £200. 

Having just received their full UK banking license from the FCA and PRA in 2017, Monzo is rolling out "the best current account in the world". With their slick app and excellent communication, they are playing to millennials by offering a unique customer experience and we're set to see even more new banking features in 2018. 
Sanctus:  The mental health startup based in London has the vision to create the world's first mental health gym, where people can go and work out their mental health fitness as they would their physical fitness. Right now, the company is working with businesses to create space within a company for people to take time off and talk to a Sanctus coach. In 2018, the company aims to work with 50 business partners and continue to spread awareness of mental health. Founder   James Routledge   writes an excellent weekly newsletter on mental health and growing the startup, which is honestly written and is well worth a read .
Neom Organics:  Hot off the heels of significant new investment, this Harrogate-based beauty and wellbeing brand is set to launch a new range of products in 2018, as well as new retail stores both in the UK and abroad. Neom was found by two friends, one of which was an ex Glamour magazine editor who realised her own wellbeing, and that of her close friends, was affected by the stress and demands of modern life. She quit journalism to train as an aromatherapist and nutritionist before founding Neom. The brand's products focus on improving people’s wellbeing through home fragrances and skincare. 
Adam Azor, Managing Director, Curb
My first pick is Pepsi. Lets be honest, Pepsi had an awful 2017 from a brand perspective, they created what they thought was going to be a work of advertising art, an ad that would change the world, but instead it turned them into a global laughing stock.
This is also on a backdrop of huge backlash and increased legislation against sugary drinks. The days when all they had to worry about was competing against Coca-Cola are probably looked on with nostalgia by the marketing team. However Pepsi are a brand with true marketing pedigree, iconic campaigns, partnerships and experiences.
I’m really interested to see how they come back. The test of a great brand is how they react when they are at their lowest. I will be watching Pepsi closely in 2018 to see what they have planned.

My second one to watch for 2018, is the darling of the Aim, BooHoo. The online based fashion retailer has gone through exceptional growth over the last few years, along with some very smart acquisitions.

However they are now at the point where brand building is becoming as important as performance marketing. I expect an innovative business such as BooHoo to evolve its marketing activity to ensure it not only continues its business growth but becomes a brand leader in its own right.

This will be a year to watch brands take the design aspect of their branding in new and exciting directions.

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