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Seven in ten in full throes of digital dependency
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Print extremely important in many lives
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42% would like ads to be more relevant to their lives
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70% of urban Chinese 'cannot live without' their mobile phones
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Three in ten have promoted a brand via social media
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It's a fascinating time to be a marketer. Determining where and when you can engage your potential
customers has never been more challenging. Or more fun. Do you join the social media zeitgeist or
dabble around the edges in a wait-and-see stance? Is your brand best served by TV, print or radio?
And what about the mobile platform?
It's enough to do your head in but of course the answer is all wrapped up with targeting and ROI,
the same as it has always been. To do that well, you simply need to understand your audience... what
they like and where their lives intersect with media and brands. Synovate asked more than 8,600 people
across 11 markets for their thoughts on media and advertising.
We're with the (broad) band
Synovate's global media and advertising study showed that the internet is now edging out TV as the world's
favourite medium.
>>MORE
Reports of print's death exaggerated
No one can deny that print is suffering, with many titles disappearing from newsstands. But
while the industry as a whole strives for the right online / offline balance, there are positive
signs for newspapers and magazines among certain geographies and segments.
>>MORE
And what about the radio star?
While radio isn't valued as much as TV or the internet, a majority of people 'can't live without it'
or would 'miss it a great deal'.
>>MORE
Making ads work harder and better
We all know there is no such thing as mass broadcast media anymore, well certainly not like there was
when there were two TV channels and everyone watched at 7:30pm every night. In a world where people
are engaged in niche interests, advertisers have to find and engage with them. A tall order?
>>MORE
Show me the money (and then you can show me your ad)
Synovate's survey probed attitudes to advertising across various media with, perhaps the biggest
surprise, that more than four in ten of all respondents would accept more ads on TV and the internet...
if you paid them.
>>MORE
My brand, my way
'The consumer is in control' has been the mantra for some time now and brands need to work
harder to get the nod. The survey showed some encouraging signs that people are more than
willing to engage with the brands that get it right.
>>MORE
About the Synovate In:fact survey on media and advertising
Numbers of surveyed
AU
519
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BR
600
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CA
1000
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CN
1016
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HK
1000
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IN
1023
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NL
943
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ES
503
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TW
1010
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UK
500
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US
500
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This In:fact survey on advertising was conducted in September 2009, surveying more than 8,600 respondents
across 11 markets – Australia, Brazil, Canada, China, Hong Kong, India, the Netherlands, Spain, Taiwan,
the UK and the US.
