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TouchPoints data confirms rising popularity of Digital
Date: 10/07/2008
The Institute of Practitioners in Advertising's (IPA) second TouchPoints survey, unveiled this morning, has highlighted the huge consumer shift towards digital media use over the past two years.
The £1.25m survey, which charts a week in the life of 5,400 representative British adults, has been updated since the first TouchPoints survey in 2006, with more expansive coverage of digital media, such as on-demand TV, podcasts and blogging.
The survey reveals that adults' internet activity on an average weekday has increased to 1.07 hours, up from 0.75 hours from the 2006 survey, while at the weekend, adults' internet activity has increased to 0.59 hours a day, up from 0.48 hours.
The internet is most heavily used for information (60% of respondents), but time spent on social networks is increasing. More than a third (36%) of 15 to 24-year-olds had visited a social networking site in the past 24 hours, and almost half (49%) had done so in the past seven days.
However, Lynne Robinson, research director at the IPA, reported that the traditional media sector has held up well. She said: "While there is a definite undercurrent towards digital, driven by 15 to 24-year-olds, but filtering through to other age groups, people seem to be consuming more media generally."
Only 8.8% of adults prefer to read their national newspaper online, and TV remains the dominant medium in terms of hours consumed, the survey found. Although there has been a slight drop in the number of hours adults spend watching TV on an average weekday (down to 3.69 hours from 3.71 hours), time spent watching TV at the weekend has risen from 4.02 hours per day to 4.29 hours.
The IPA plans to extend TouchPoints' integration with other measurement systems, such as Barb, Rajar and NRS, and to develop currency for media such as search, direct mail and mobile.
International tie-ups are also starting to emerge: the IPA is finalizing a licensing partnership with a consortium of US companies, to be announced next week.
Source: Media Week (UK) 03-Jul-08
WFA Comment: WFA attended this launch and found the progress being made by TouchPoints 2 very exciting. Apart from appearing to cement a project which responds to the WFA's Blueprint criteria it also demonstrates how such a flexible approach can adapt with the changing media landscape in which we operate demonstrated through it's focus on social networking and mobile. The potential for developing a trading currency for search and mobile is something we will be watching very closely. WFA is also in contact with those responsible for the planned launch of TouchPoints in the USA. For more information on this or other projects that respond to WFA's Blueprint principles, visit www.wfablueprint.org or contact Robert Dreblow [email protected]