VIPer

1
VIPer

• Presentation to the MRG
• Monday 12th May 2003

2
Overview

• The Rationale behind VIPer Caroline Vogt, Times
  Newspapers
• Key Findings Ruth Duncan, Opus Classic FM
• Kerry Brown, Channel 4
• Applications Bill Doris, MPG

3
What is VIPer?

• Very Important People exclusive research
• Examines ABs 25-54
• Started March 1999
• Panel based research
• 1,000 VIPers interviewed on every wave
• Recently completed Wave 10

Keeps pace with fast moving ABs
4
VIPer Partners
5
Why Research ABs?
Source NRS
6
Why Research ABs?

• Growing segment of the population
• Account for disproportionate amount of wealth

• Influential
• Early adopters

Cash rich, Time Poor Audience
7
VIPers Objectives

• Understand AB lifestyles
• Recognise what unifies them, explore their
  diversity
• Assess their use of time
• Know their media preferences
• Examine their brand choices
• Tracking

Examining the how why behind choices
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Topics Covered
Drinks
Technology
Business
Motors
Property
Retail
Sponsorship
Online shopping
Mobiles
Finance
Travel
Motivations, Influences,Attitudes, Choices
Weekend Lifestyles
Semiometrie
Economic Confidence
Home Working
Commuting
9
Agenda
Successful
Socially Aware
Media
VIPers
Time pressured
Early Adopters
10
Successful
Successful
Socially Aware
Media
VIPers
Time pressured
Early Adopters
11
Signs of Success
Average HH Income is 47.3k
Responsible for on average 20 employees
3 in 4 have influence over business purchasing
decisions
Average value of home 224k, London is 348k
12

• Only 9 say that money is the best measure of
  success

What defines success for VIPers?
13
What Defines Success?
Success spontaneously associated with work and
career
Balance is the ultimate aim
14
Socially Aware
Successful
Socially Aware
Media
VIPers
Time pressured
Early Adopters
15
Socially Aware
People like me are responsible for todays
society 41
The NHS should be defended at all costs 85
Im in favour of paying more tax if it went
directly to the NHS 67
16
Opinion Formers and Leaders
In certain circumstances euthanasia should be
allowed in the UK 79
Im in favour of the European single currency 48
Soft drugs like marijuana should be legalised 46
17
Time Pressured
Successful
Socially Aware
Media
VIPers
Time pressured
Early Adopters
18
Universal Time Pressures
91
Theres not enough time in the day
19
Working Pressures

• Over a quarter are concerned about the hours they
  work
• 2 in 5 work at least some of the weekend
• 1 in 4 dont have time for lunch

20
Time Available
21
If there were 25 hours in the day.
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Using Technology to Manage Time
              
Mobile Phone 42 PC 39 Email 38 Laptop
20
Given me more time in the day
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Using Technology to Manage Time
              
Mobile Phone 42 PC 39 Email 38 Laptop
20
Given me more time in the day
Mobile Phone 47 Email 45
Wouldnt be without
24
Early Adopters
Successful
Socially Aware
Media
VIPers
Time pressured
Early Adopters
25
Early Adopters
Virtually 100 Internet penetration
1 in 6 broadband connection at home and of those
that dont ¾ are likely to
56 VIPers have access to Digital TV vs National
average of 45
91 have a computer, 61 DVD player and 40
Digital Camera
Source VIPer W10 (Spring 03)
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Early Adopters
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1 in 6 VIPers have Broadband
Base All VIPers with Internet access at home
(728)
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Likelihood of Getting Broadband
Broadband supplier likely to choose
Amongst VIPers answering, over 3 in 4 likely to
get broadband access in future

BT 50 ntl 12 Telewest 9 Other 14
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Media
Successful
Socially Aware
Media
VIPers
Time pressured
Early Adopters
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Media

• VIPers make time for media in their busy lives
• Media use depends on needs

31
Media Segmentation
Heavy Usage
Time Out
Information
Light Usage
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Media Segmentation
Information Crammers13
Heavy Usage
Thoroughly Earnest 12
Media Diners 18
Zealous Zappers 14
Broadsheet Believers 10
Information
Time Out
Commercial Blinkers13
Mainstream Moderates 18
Light Usage
33
Media Segmentation Key Media
Channel 4, FT.com, all broadsheets, posters
Heavy Usage
Commercial radio, C4, mags, posters, weekend
newspapers
Skysports, E4, all newspapers, posters
Radio 4, Guardian, C4, Classic FM, Sunday Times,
posters
All broadsheets, Sunday Times, Classic FM, BBC
World service
Information
Time Out
Commercial radio, BBC Radio 2 and Radio 4
ITV1, BBC1, BBC Radio 1, mid and tabloid
newspapers
Light Usage
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Using VIPer within a Media Agency
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VIPer as a Strategic Planning Tool

• 56 of VIPers try and keep the work and lives
  separate
• 86 of VIPers Dont regard their job as just
  being 9 to 5
• 63 of VIPers find themselves thinking about
  their job at the weekends
• but 81 claim to be able to switch off whilst
  on holiday
• 73 check their e-mails whilst on holiday

Source VIPer Business
36
VIPer to Justify Implementation

• Sponsorship of a programme is easier to remember
  than some ads for 42 or VIPers
• 25 of VIPers Always try to watch Friends

Index of Specially choose to watch TV Programmes
against Jacobs Creek Drinkers (355 Respondents)
Source VIPer Wave 8
37
Going Forward

• VIPer London
• VIPer Business II
• Look out for mentions in FT Creative Business
• Visit our website..

http//www.viperresearch.com