TouchPoints 4 to include Tablet usage

The fourth IPA TouchPoints survey is set to be launched in Spring 2012, the IPA has announced today.

Following a “rigorous tender process”, Ipsos MediaCT has been retained to conduct the research, which will take place in the second of half of this year.

New areas of measurement added to the TouchPoints 4 survey will include:

• Tablet use
• The ability to track purchase/shopping by half hour across the day and week
• Experiential media.

Areas covering social media and digital in general will also be updated to reflect current technologies and usage.

Over 60 companies are currently subscribing to TouchPoints – media owners, advertisers and agencies – including the top 20 media agencies.

Lynne Robinson, Research Director, IPA commented:

“TouchPoints is fast becoming a data must-have for all sections of the communications business. Without it, it is impossible to fully evaluate the increasingly complex multi-media plans which are now the norm. We are very excited at the prospect of moving to app based technology which will provide much greater access to real time data.”

The new app will be piloted with a view to being introduced into Touchpoints 5, which will be available in Spring 2013.

“The … specially developed app version of the TouchPoints e.diary which can be downloaded onto the respondents’ own mobile phone … will allow real time data collection from the e.diary and will enable the passive usage data to be collected from the mobile phone (such as GPS, mobile internet usage, etc).”