Sample of oneDenise Turnerinsight directorNewsworks

#shiftnorth

Denise Turnerinsight director, Newsworks

We recruited 30 willing volunteersfrom media agencies

Time for some audience participation!

How many hours a day do young people 23-27 spend watching TV/video content?

2 hrs36 mins

3 hrs48 mins

And the answer is 3 hrs 48 mins. Our young planners watch TV content, but for over an

hour less

TV/videoAverage daily hours on the days they watch (all platforms)

Adults Young media planners

Adults (23-27) not in London

4.5 2.6 3.8Source: Newsworks/IPA July 2016. IPA TouchPoints 2016

What % of viewing does Netflix account for amongst young people 23-27?

30% 10%

And the answer is 10%Netflix accounts for three times as much of our young

planners viewing.

Young media planners

Adults (23-27) not in London

Netflix % of TV/video viewing

30%

10%

Source: Newsworks/IPA July 2016. IPA TouchPoints 2016

How many hours a day do young people 23-27 spend emailing?

2 hrs 42 mins

5 hrs 18 mins

And the answer is 2hrs 42 mins Our young planners spend almost twice as much time

emailing!

2.7Emailing (reading or writing)

Talking on mobile phone

Messaging service/app e.g. Whatsapp, Snapchat

Social networking site/appe.g. Facebook, Twitter, Instagram

1.3

2.5

2.7

5.3

0.4

2.4

2.6

Young media planners Adults (23-27) not in London

How many minutes a day do young people 23-27 spend reading newspapers on the days they read?

45 minutes

33 minutes

And the answer is 45 minutesOur young planners spend 12 minutes less time

For digital the time spent is similar

Newsbrands printTime spend with newsbrands on the

days the read them (minutes)

Young media planners in London

Adults (23-27) not in London

33 45

Newsbrands onlineTime spend with newsbrands on the

days the read them (minutes)

Young media planners in London

Adults (23-27) not in London

49 52Source: Newsworks/IPA July 2016. IPA TouchPoints 2016

Which of these newspaper titles takes the greatest share of young people’s time?

The answer is the Sun, accounting for 32% of time.Whereas, just four print newsbrands account for the time

our young planners spend reading newspapers

Source: Newsworks/IPA July 2016

And just two more make the digital newsbrand list for our young planners

Have you used ?

Yes No

Our agency types like convenience

Half used Uber an average of four times in seven days

Have you played ?

Yes No

We do like a craze!

Half the agency participants played the game, logging in 50 times each on average in seven

days

Thank you