Media users have started to use traditional media more deliberately in recent years. The opposite is true for social media, which is seen more as a pastime.
That is according to the Media Experience Survey 2020, conducted by Kantar on behalf of the Dutch media industry. This single source study provides qualitative information about the power of medium types and provides unique cross-media insights.
Pastime behaviour changes
The study’s sixth edition shows an important shift in media use. Traditional media such as TV and print are consumed less as a pastime, while use of social media as a pastime has increased since 2015.
An inverse trend is visible in the perception of news and information. Getting news updates quickly has increasingly become a task of the traditional media and their online platforms. On the other hand, the use of social media for this need is decreasing.
Based on these findings, researchers concluded that TV and print media will be used more consciously by 2020 and that social media will be used less. Traditional media will increasingly be consumed to obtain information, stay informed, unwind, or to get ideas.
Shifts in consumer attention
According to the theoretical research model, the shift in media experience has consequences for the effectiveness of advertising. The mere filling of an empty moment, such as with social media, offers advertisers a less engaged consumer and thus a lesser effect of advertising. Due to high involvement with traditional media, advertisers can count on more consumer attention and more involvement with their ads.
In a nutshell, the results of Media Experience 2020 broken down per medium type are:
- Newspapers have been leading on the factor information for 25 years, despite the emergence of news sites and apps. Newspapers also head for reliability and providing conversation topics.
- Local newspapers have a positive perception of advertising that the readers experience as useful and informative.
- Magazines are strong in the combination of information and entertainment. Magazines are front runners in the dimensions of innovation, practicality, and stimulation.
- News sites and apps were included in the survey for the first time. They are the strongest media channel on the actuality factor. After newspapers, online news platforms are the most trusted media type.
- Television does not score first on any of the measured dimensions and has mostly average scores.
- Radio has a strong position on transformation (relaxation).
- Streaming services score strong on the incentive dimension. That is made up of factors such as exciting, original, fascinating, and inspiring.
- Social platforms provide social interaction (contact, sharing, knowing how others are doing) and empowerment (expressing opinion, helping others, giving respect).
Understanding the advertising experience
Respondents also typified in the survey their experiences with advertising. Advertising during media consumption is more likely to cause irritation than in previous measurements. There are several reasons, including disrupting the viewing or listening experience. The irritation about advertising on YouTube is a good example.
Another reason for irritation is advertisements do not fit the context or infringe privacy. In the latest edition of the study, fewer respondents perceived advertising as useful or credible.
Understanding advertising tolerance
The results also show that not all advertising is experienced negatively. Readers generally tolerate print advertising. Outdoor advertising (OOH) distinguishes itself by attracting attention. OOH advertising is also well remembered, just like print advertising. Readers of newspapers and local newspapers more often consider the advertisements to be useful. Advertising in magazines fits within the context and matches personal interests.
The top three in terms of annoyance are advertising with streaming, social media, and apps. Interruption of media consumption is therefore not tolerated by the user. There are four medium types that are clearly less annoying: newspapers, magazines, local newspapers, and OOH advertising. After all, the user can decide here whether he looks at the advertisement.
About Media Experience 2020
Kantar conducted the Media Experience study on behalf of Outreach, NDP Nieuwsmedia, Magazine Media Association, and bvA. As the sixth edition in 25 years, it offers opportunities to follow the experience over a longer period of time. The fieldwork took place in February 2020 and was completed just before the outbreak of the corona crisis.
In a representative sample, 1,615 Dutch people (13+) were questioned about their moments of media consumption. Using a validated measuring instrument, respondents indicate on 13 dimensions how they experienced those moments.