The Big Picture: National Research Review, Part I

1
The Big Picture National Research Review, Part
I

• Public Broadcasting New Media Summit 2005
• January 2005
• David Card, VP Sr. Analyst

2
Outline

• Whos online and who will be?
• What are they doing?
• How does this affect traditional media?
• How do you take advantage of this?

3
Existing Platforms Maintain Mass-Market Lead, But
Digital Growing
Penetration of US HHs
Source Jupiter Analysis (US Only)
4
Digital Divide Persists Despite Growth in Use
Across Ethnicities
Percentage of Population Online
Source Jupiter Research Internet Population
Model, 1/04 (US only)
5
Income Gap Continues into Future
Percentage of Households Online
Source Jupiter Research Internet Population
Model, 1/04 (US only)
6
Age Usage Gap Will Narrow but Remain Greatest
Divide
Percentage of Population Online
Source Jupiter Research Internet Population
Model, 1/04 (US only)
7
Consumers Think Internet Activity Eats Into Time
Spent with Other Media
Percentage of Online Users
Question Which of the following activities do
you generally do less of because of your time
spent online? (Select all that apply.)
Source JupiterResearch/Ipsos-Insight
Entertainment and Media Survey (8/03), n 2,946
(US only) JupiterResearch/Ipsos-Insight
Entertainment and Media Survey (9/04), n 2,231
(US only)
8
TV and Internet Continue to Vie for Online Users
Time
Number of Hours per Week (self-reported)
Question On average, how many hours per week do
you spend on each of the following activities?
Source JupiterResearch/Ipsos-Insight
Entertainment and Media Survey (8/03), n 2,946
(US only) JupiterResearch/Ipsos-Insight
Entertainment and Media Survey (9/04), n 2,231
(US only)
9
Broadband Activities Begin to Lean Toward
Entertainment, Finally
Percentage of Online Users
Question Thinking about your use of the Internet
over the past year, which of the following
activities did you conduct online monthly or more
frequently? (Select all that apply.)
Source JupiterResearch/Ipsos-Insight Individual
User Survey (6/03), n 2,854 (dial-up, US only),
n 1,039 (broadband, US only)
10
Pronounced Differences in Online Activities Among
Age Groups
Percentage of Online Users
Question Thinking about your use of the Internet
over the last year, which of the following
activities did you conduct online monthly or more
frequently? (Select all that apply)
SourceJupiterResearch/Ipsos-Insight Teen Survey
(11/04), n 2140 (teens 13-17)(US only)
JupiterResearch/Ipsos-Insight Individual User
Survey (05/04), n 3,730 (US only)
11
Plurality of Users Are Bimodal
(in millions)
Number of Online Users
Note Adults include those ages 18 to 64
(excluding college and graduate students) youths
include those up to age 18.
Source JupiterResearch Internet Population
Model, 1/04 (US only)
12
At-Work Activities Vary Little Vs. Home
Rank Order by Total Minutes
SourcecomScore Media Metrix 8/04 home, work,
persons 18 (US only)
13
Internet Media Unconcentrated by DoJ, FTC
Standards
Moderate concentration
Concentrated markets
9000
10,000 monopoly
Herfindahl-Hirschman Index
Source JupiterResearch (9/04)
14
Usage and Ad Dollars Remain Concentrated at Top
Properties
Usage Minutes
Ad Dollars
Source comScore Media Metrix (1H04 average)
JupiterResearch Internet Advertising Model, 7/04
(US Only)
15
Internet Usually Number Two or Three Choice as
Information Source
Where Internet is No. 1
Percentage of Online Users
Question Where do you prefer to get the
following information most often? (Select one for
each.)
Source JupiterResearch/Ipsos Insight
Entertainment and Media Survey (09/04), n 2,231
(US only))
16
Preferred Information Source Local News
Percentage of Online Users
Question Where do you prefer to get the
following information most often? (Select one for
each.)
Source JupiterResearch/Ipsos Insight
Entertainment and Media Survey (09/04), n 2,231
(US only)
17
Preferred Information Source National and
International News
Percentage of Online Users
Question Where do you prefer to get the
following information most often? (Select one for
each.)
Source JupiterResearch/Ipsos Insight
Entertainment and Media Survey (09/04), n 2,231
(US only)
18
Preferred Information Source Local Entertainment
Information
Percentage of Online Users
Question Where do you prefer to get the
following information most often? (Select one for
each.)
Source JupiterResearch/Ipsos Insight
Entertainment and Media Survey (09/04), n 2,231
(US only)
19
Newspapers Claim Greatest Share of Cross-Media
Brand Loyalty
18-24 23 21 22 18
Percentage of Online Users
Question Over the past 12 months, how frequently
did you do each of the following activities?
(Select one for each.)
Source JupiterResearch/Ipsos Insight
Entertainment and Media Survey (09/04), n 2,231
(US only)
20
Although Half Are Twin-Screen Viewers,
Activities Are Unrelated
48 monthly (57 for 18-24)
Percentage of Online Adults
Question Over the past 12 months, how frequently
did you do each of the following activities?
(Select one for each.) Watched TV at the same
time I was online
Source JupiterResearch/Ipsos Insight
Entertainment and Media Survey (09/04), n 2,231
(US only)
21
Key Take-Aways

• At-work bimodal audiences
• Broadband critical mass
• Cross-media behavior emerging
• Internet as meta-medium

22
thanks

• dcard_at_jupitermedia.com