Household study casts light on media consumption

Household study casts light on media consumption

The media industry knows less about consumers' use of media  than it may think, according new research. The Octagon study, which was launched by Opus, Discovery, Virgin.net, Orange and Powergen, found every medium has certain attributes, which may fly in the face of media owners' preconceptions.

"For instance, it's a convenient myth that people consume TV as a family," said Nick Jankel-Elliot, director of strategy and insight at Happy Dog, which conducted the research.

It was also found consumers' use of media was often uninformed by marketing campaigns.

"The perceived benefit is not always the one it was bought for - a PC is often bought not because it has a certain new chip but because it demonstrates the family is part of the 21st century," said Jankel-Elliot. The project also found that families don't gather around the PC as often portrayed.

Octagon also found radio and press had strong local connotations for people, while TV and the internet were generally held to be more global propositions.  

The second wave of the project is expected to involve C4 and the BBC.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Share
Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share

Get news by email