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Pre Media Playground Poll

Pre Media Playground Poll

Media Playground 2011

Ahead of our Media Playground 2011 event tomorrow, Newsline and online research company Toluna have teamed up to launch a series of questions to find out what people really think about the digital world (including social media, connected TV, m-commerce and privacy). Using the Toluna QuickSurvey’s system (which officially launched today!), here are a few of the highlights…

Social Media

  • 40% of respondents* don’t have a social media account. Of the 60% that do, a third have 2 or more accounts (young men with an educational level of GCSE have the highest propensity – driven by age)
  • 3 out of every 5 use a social media account everyday – women have the highest frequency
  • A third ensure that their social media accounts are all private with a higher likelihood to be women (30% more than men)
  • A third rarely notice ads on social media sites
  • 1 in 5 find ads annoying on site but a similar percentage enjoy the opportunity to ‘like’ their favourite brands

Television

  • The majority of the sample watch TV every day (60%) but 10% claim to not watch TV at all (although this question is open to interpretation – people may watch programmes through another device, especially as the younger age group have the lowest propensity to watch TV every day)
  • A quarter do other things whilst watching TV
  • 28% make an effort to watch favourite programmes
  • 28% only watch TV when there is something on they want to watch
  • 20% watch favourite programmes via recording or catch-up
  • A quarter flick through the EPG before settling on a programme to watch
  • Only 13% use printed TV listings
  • 46% have a PVR (higher income propensity)
  • 70% regularly select programmes to watch from their PVR and 45% tend to watch time shifted TV rather than ‘live’.  The former is more likely among the more mature and the latter more prevalent among the youngest age group
  • Just over half have watched TV via the web with the highest likelihood among the higher educated

Mobile

  • 43% find ads on mobile phones annoying
  • A third are concerned that they can be tracked by their mobiles
  • Only 7% feel comfortable entering bank and credit card details via their phone
  • Only 45% of respondents have a smart phone

Data

  • Around a quarter to a third of respondents are concerned about privacy; know how to check that a web site is secure; regularly delete cookies; are annoyed about the amount of personal information required by websites; and feel uncomfortable about the amount of personal data than can be collected whilst online

*1570 UK online respondents

To see Toluna QuickSurvey’s system, click here.

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