IPC study results show benefits of cross-platform advertising

Amanda Wigginton, director of insight, IPC Media, UK, presented a cross-platform advertising study at FIPP’s Research Forum on 16 June in Hamburg, Germany.
IPC wanted to show the benefit of advertising across its brands, due to the “technology explosion,” and users’ ability to access brands across different platforms now. “We’re now living in a world where there are more iPhone and iPads sold than babies are born, and hence, consumer expectations are changing,” said Wigginton.
The study, ‘Connected Consumers’ focused on seven of IPC’s brands, representing a wide range of audiences and lifestyles. The methodology consisted of an online survey, face-to-face interviews and telephone interviews. 
“The results showed that consumers are connected 24/7,” said Wigginton. “Traditional habits remain strong, and memory banking (keeping issue/tearing pages out) is still used. But now, bookmarking, social sharing and taking picture of a page and sending it on is also common.”
The study noted that although IPC’s magazine brands remain enduring, some things have changed – specifically around the notion of ‘me time’. “Magazine brands and ‘me time’ is synonymous,” said Wigginton, “but the traditional notion of me time has evolved. Our brands fulfil different needs across the day now.”
IPC’s theory on ‘me time’ evolution:
Catch up time – typically this occurs in the morning, when a user is getting up to speed by using apps and social media. This time requires ease of access and reliable and trusted updates, quickly.
Focus time – this occurs when a user is time deprived. They know what they want and how to get it, and access information/content as quickly as possible.
Down time – this is used for escapism and is the most engaged and receptive mind state. This happens mostly in the evening, and reading a print or digital edition of a magazine typically occurs now.
In conclusion, Wigginton said: “magazine brands are strong and enduring, have quality content and fulfil different needs which are integral to all stages of the purchase journey.”

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