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Second Wave Of VIPer Research Released

Second Wave Of VIPer Research Released

The latest findings of ongoing research into the habits of Britains AB consumers have been released today. The VIPer panel project was established in May last year by a consortium including Channel Four and Condé Naste Publications (see VIPer Research Targets ABs). The first wave of findings, unveiled last November, identified seven sub-categories of affluent consumers and also discovered that ABs were leading the uptake of internet and digital television services (see Newsline).

The second wave of research confirmed that VIPers are 40% more likely to have digital television, with penetration of this market up to 18% from 10% in the first wave of research. Almost three quarters of VIPers have internet connections, nearly three times the UK average.

The new findings brought good news for most sections of the media. VIPers were found to consume large amounts of media, with consumption rising in proportion to income bracket. Those earning over £50k were found to spend 56 minutes per day reading a national newspaper, 120 minutes listening to the radio, 30 minutes using the internet and 2 hours watching TV. At the weekends 92 minutes were spent reading a newspaper on Sundays and 3 hours a day watching TV. In addition 71% of panel members, who are aged between 25-54, read glossy magazines.

VIPers were also found to be receptive to advertising. Of those that were drivers, 41% considered poster advertising to be a form of ‘light relief’, while 75% noticed amusing poster sites. 86% of the group surveyed drive a car on a daily basis. ABs have also been found to have a high prompted awareness of sponsorship. They are discerning when it comes to the correct match of programme to sponsor, with Nescafé’s sponsorship of Friends on Channel Four being the most recalled.

A panel of 1000 respondents took part in this research in Spring. The next wave is due to be published in Autumn this year and will include a focus on newspapers and magazines.

Consortium contacts: Peter Bowman, Mediapolis: 0171 393 2455 Matthew Dodd, Times Newspapers: 0171 782 7511 Sally Gibson, More Group: 0171 478 2244 Gary Read, Conde Nast: 0171 499 9080 Lucy Bristowe, C4: 0171 306 6042 Katie Rastrick, Classic FM: 0171 518 2600

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