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ROI Media Developments and Trends 2011

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ROI Media Developments and Trends 2011

  1. 1. Republic of Ireland TGI 2011Media Developments and Trends<br />
  2. 2. NEW DEVELOPMENTS & INNOVATIONS<br /><ul><li> Media developments & trends
  3. 3. Digital drivers
  4. 4. Radio
  5. 5. Digital News Sources
  6. 6. Word of Mouth
  7. 7. What are ROI consumers talking about
  8. 8. Buying to Last
  9. 9. Cars
  10. 10. DIY
  11. 11. Life Events
  12. 12. Rugby & Golf</li></li></ul><li>DIGITAL DRIVERS<br />TRADITIONAL MEDIA DRIVING CONSUMERS TO NEW WEBSITES<br />17%<br />33%<br />200k<br />more likely for 35-44s to find out about new websites in newspapers<br />regularly find new websites by seeing URLs at the end of TV programmes<br />rise in consumers using internet at least once per day<br />Consumers regularly find out about new sites from newspapers or magazines<br />475k<br />Base: All Adults 15+<br />Source: ROI TGI 2011<br />
  13. 13. RADIO <br />LISTENING ON THE INCREASE<br />2.7 million consumers in ROI listen to the radio<br />Morning radio listening while travelling also up<br />100,000<br />26%<br />30%<br />“I often notice the advertisements on the radio”<br />19%<br />46%<br />Base: All Radio Listeners 15+<br />Base: All Adults 15+<br />Source: ROI TGI 2011<br />
  14. 14. DIGITAL NEWS SOURCES<br />HOW CONSUMERS ACCESS CONTENT?<br />Over 1 million people access news via websites (35% of online population)<br />160,000 use mobile apps for news<br />90,000 download news-related podcasts<br />Source: ROI TGI 2011<br />Base: All Adults 15+<br />
  15. 15. Word of mouth<br />What are iRISHconsumers talking about?<br />Food & Dining: 80%.<br />Top Areas of Interest:<br />Holidays & Travel: 80%<br />Holidays & Travel: 76%<br />Politics: 76%<br />Sport: 85%.<br />Films: 75%<br />Politics: 79%<br />Base: All Adults 15+<br />Source: ROI TGI 2011<br />
  16. 16. STATE OF THE MOTORING MARKET IN ROI<br />CAR PURCHASING SELECTED FACTORS<br />Base: All Adults 15+ who own at least one car<br />Source: ROI TGI 2006 -2011<br />
  17. 17. DIY<br />ON THE UP<br />2.1 million adults have done DIY in last 12 months<br />Rise of 100,000 in number doing DIY in last year<br />76% claim, if they want something – they’ll save for it.<br />Source: ROI TGI 2011<br />Base: All Adults 15+<br />
  18. 18. TGI LIFE EVENTS<br />Targeting CONSUMERS BY CIRCUMSTANCES<br />Three new life events added to ROI TGI 2011<br />Finish Repaying Mortgage<br />Gap Year<br />Redundancy<br />59% of this group consider themselves to be “very good at managing money”.<br />170,000 adults have experienced being made redundant in last 12 months. They are 20% more likely to be in the ABC1 social grade<br />14% of students have either recently taken or are about to take a gap year<br />Source: ROI TGI 2011<br />Base: All Adults 15+<br />
  19. 19. RUGBY & GOLF<br />SPORTING SUCCESSES<br />26% rise in reading about golf in newspapers<br />60,000 rise in number of adults watching rugby on TV<br />20,000 rise in adults reading about rugby in newspapers<br />169,000 now follow rugby online, up from 132,000 in 2010<br />520,000 watch golf on TV, up from 480,000 in 2010.<br />Base: All Adults 15+<br />Source: ROI TGI 2011<br />