Marketing in the Digital Age Market Assessment 2006: Industry Research Report

Marketing in the Digital Age Market Assessment 2006

Published Date: September 2006

Published By: Key Note Publications Ltd

Page Count: 152

Order Code: R310-1355

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Executive Summary
1. Introduction: OVERVIEW; DEFINITION
2. Strategic Overview: BACKGROUND; MARKET DYNAMICS AND SEGMENTATION5; Market Sectors; Table 1: Cross-Ownership of Mobile Telephones, Digital Television and Access; to the Internet in the UK Among Adults Aged 16+ by Region (%), 2005; Total Industry Value and Growth7; Table 2: Marketing Budget Revisions for UK Businesses (%), All Quarters 2005; and Quarter 1 2006; Table 3: Share of Marketing Expenditure by Media (%), Years Ending; December 2004 and 2005; Table 4: Advertising Expenditure at Current Prices by Medium (£m),; Year Ending December 2005; The Consumer; Table 5: Percentage of People Wanting to Watch Television; on their Home Computer (% of respondents), 2005; Table 6: Reasons for Wanting to Watch Television on Home Computer; (% of definite/possible watchers), 2005; Table 7: Other Activities Conducted While Watching Television; (% of all respondents and teenagers), 2005; Table 8: Selected Devices Identified by Respondents as Being Very Important/; Desirable (% of respondents), 2005; COMPETITIVE STRUCTURE; Multi-Play Service Providers; Table 9: Comparison of Services Offered by NTL and Those Offered; by its Competitors,; Digital Television; Agencies; Table 10: Top Ten Digital Marketing Agencies by Declared Turnover, Number; of UK Staff, Year Founded and Owner (£ and number of staff), 200516v; Table 11: Top Ten Digital Media Buying Agencies by Declared Turnover,; Number of UK Staff, Year Founded and Owner (£ and number of staff), 2005; COMPETITOR PROFILES; Aegis Group PLC; Brilliant Ltd; Carlson Digital; Dare Digital; Digitas Inc; DNA; Equi=Media Ltd; Grand Union; Guava Ltd; i-level Group; LB Icon Group; Media.com; Media Contacts; Media Square PLC; MVi; Online Media Group Ltd; Profero Ltd; TEQUILA\London; Unique Digital Marketing Ltd; Zed Media; INDUSTRY ISSUES; Fragmentation; Recruitment; User-Generated Content; Table 12: Selected Social Networking Properties by Unique Visitors (000),; May 2005 and 2006; New Payment Models; MARKET FORECASTS; Table 13: High and Low 12-Year Forecast Options by Display and Classified; Expenditure at Constant 2000 Prices (£m), 2005 and 2017
3. Digital Television: BACKGROUD; Digital Switchover; Digital Switchover Timetable; Table 14: UK Digital Switchover Dates by Television Region; Channels; Table 15: Channels Broadcasting on Freeview, June 2003 and 2006; Media Mergers; MARKET SIZE; Digital Television Uptake; Table 16: Platform Viewing Figures (number and %),; Fourth Quarter 2005 and First Quarter 2006; Table 17: Digital Take-Up in UK Homes (% of households), First Quarter 2005 and 2006; CONSUMER TRENDS; Television Audiences; Table 18: Annual Percentage Shares of Viewing by Channel; by Individuals, 2001-2005; Table 19: Multi-Channel Percentage Viewing Summary by Selected Channels; (hours: minutes and %), Week Ending 11th June 2006; Table 20: Terrestrial Top Three Programmes by Channel by Number of Viewers; (million), Week Ending 11th June 2006; Table 21: Top Ten Digital Programmes by Channel by Viewers (000),; Week Ending 11th June 2006; TELEVISION PLATFORMS; Digital Satellite Television; Digital Terrestrial Television; Freeview; BT Vision; Top Up TV; Digital Cable Television; Asymmetric Digital Subscriber Line; It’s Television — But Not As We Know It; Enhanced T43; High-Definition Television; Integrated Digital Television; IPTV; On Demand; Personal Video Recorders; Interactive Advertising; ADVERTISING; Advertising Expenditure; Table 22: Top Twenty Digital Channels by Advertising Expenditure,; Years Ending March 2005 and 2006; Advertising Revenues; Table 23: Terrestrial Channel Advertising and Sponsorship Revenue; (£m and %), 2000-2005
4. Digital Radio: BACKGROUD; NEW TECHNOLOGY; MARKET SIZE; Table 24: UK Radio Listening by Digital Platform as Percentage of Total; Listening Radio Hours (%), Quarter 4 2004 and Quarter 3 200550; CHANGES TO RADIO ADVERTISING RESTRICTIONS50; Restricted Service Licences; Community Audio Distribution Systems; Audio Distribution Systems; Unused Special; DISTRIBUTION; Table 25: Availability of Digital Radio in the UK by Platform (%), September 2005; CONSUMER TRENDS; DIGITAL RADIO MULTIPLEX OWNERS53
5. The Internet: BACKGROUD; MARKET SIZE; Internet Usage by Age; Table 26: UK Internet Take-Up by Region and Age (%), 2005; Internet Usage by Socio-Demographic Profile; Table 27: UK Internet Take-Up by Region and Socio-Demographic Profile (%), 2005; Amount of Internet Usage; Table 28: UK Average Weekly Hours of Use of the Internet by Region; (number of hours and sample size), 2006; Internet Usage by Platform; Table 29: Internet Usage in Great Britain by Platform (% of adults),; February 2005 and 2006; Non-Usage; CONSUMER TRENDS; Brands; Table 30: UK Usage of Internet Brands by Age (% of Internet population),; January 2006; Table 31: The Top Ten Brands Most Likely to Be Used by UK Kids; and Teenagers (% and 000), January 2006; Table 32: Top Ten Brands Most Likely to Be Used by UK Adults; in Their 20s (% and 000), January 2006; Table 33: Top Ten Brands Most Likely to Be Used by UK Adults; in Their 30s (% and 000), January 2006; Table 34: Top Ten Brands Most Likely to Be Used by UK Adults; in Their 40s (% and 000), January 2006; Table 35: Top Ten Brands Most Likely to Be Used by UK Adults; in Their 50s (% and 000), January 2006; CONTENT; Table 36: Types of Programmes to Which Respondents Might Subscribe,; to Watch on PCs or Personal Portable Devices (% of respondents), 2005 INTERNET ADVERTISING — HOTSPOTS AND HOLY GRAILS; Table 37: Key Growth Areas in Online Marketing (% of respondents),; 2005 and 2006; DISTRIBUTION; Table 38: UK Broadband Availability by Region by Connection; (% of all premises), 2005
6. Mobile Technology: BACKGROUD; MARKET SIZE; Mobile Telephone Ownership and Usage by Age; Table 39: Adults Who Personally Own and Use a Mobile Telephone; by Region by Age (%), 2006; Mobile Telephone Ownership/Usage by Socio-Demographic Profile; Table 40: Adults Who Personally Own and Use a Mobile Telephone; by Region by Socio-Demographic Profile (%), 2006; Non-Ownership of Mobile Telephones; CONSUMER TRENDS; Functionality of Mobile Telephones; Table 41: Mobile Telephones — Functions Possessed and Their Importance; (% of mobile telephone owners), 2005; Table 42: Percentage of Mobile Telephone Owners Who Want to Watch; Live Television on Their Mobiles, or to Purchase Television Programme; Downloads for Their Mobiles by Sex and Age (%), 2005; TALK IS CHEAP; DISTRIBUTION; Third-Generation Mobile Telephone Coverage; Table 43: Third-Generation Mobile Telephone Geographic Coverage; by Postal District (% of postal districts), 2006; New Spectrum Licences
7. An International Perspective: OVERVIEW; MARKET DEVELOPMENTS; COMPETITOR ENVIRONMENT; Table 44: Comparison of Advertising Expenditure at Constant Prices ($bn), 2005; CONSUMER BEHAVIOUR; Table 45: Mobile Telephone Use as Primary Camera/MP3 Player/for Daily; Internet Access by Country(% of respondents in each country), 2006; Table 46: Mobile Telephone Functions Most Likely to Be Used in the Future; by Country (% of respondents in each country), 2006; Table 47: Preferred Method of Content Transfer and Control by Country; (% of respondents in each country), 2006
8. PEST Analysis: POLITICAL FACTORS; Switchover; Cross-Promotion Rules; ECONOMIC FACTORS; SOCIAL FACTORS; TECHNOLOGICAL FACTORS
9. Digital Marketing Roundtable: ROUNDTABLE DISCUSSION; Interviewees; Richard Dance — Head of Strategy, Unique Digital Marketing Ltd; Rachel Harker — Co-Founder/Head of Marketing and Sales, Hypertag Ltd; Paul Harrison — Managing Partner, Carve Consulting.com Ltd87; James Henry — Chairman, Digital View Ltd/Director General, The Screen Association; Mark Kuhillow — Managing Director, R.O.EYE Ltd; Gray Sycamore — Director of Digital Europe, The Marketing Store Ltd; Robert Thurner — Commercial Director, Incentivated Ltd; Questions and Answers; What Are The Three Most Important Developments; For Advertisers And Marketers Today?; Richard Dance; Rachel Harker; Paul Harrison; James Henry; Mark Kuhillow; Gray Sycamore; Robert Thurner; What Are The Main Issues Facing Advertisers/Marketers Today?; Richard Dance; Rachel Harker; Paul Harrison; James Henry; Mark Kuhillow; Gray Sycamore; Robert Thurner; What Will Be The Main Driver Of Change In The Next 5 Years?; Richard Dance; Paul Harrison; Rachel Harker; James Henry; Mark Kuhillow; Gray Sycamore; Robert Thurner; Will Online/Mobile Marketing Ever Command Higher Spends; Than Traditional Television/Print Advertising?; Richard Dance; Rachel Harker; Paul Harrison; James Henry; Mark Kuhillow; Gray Sycamore; Robert Thurner; If Yes — When? If No — Why Not?; Richard Dance; Rachel Harker; Paul Harrison; James Henry; Gray Sycamore; Robert Thurner; Do You Think That, At The Rate Technology Is Converging, We Will Eventually; Consume All Digital Content From Just One Device?; Richard Dance; Rachel Harker; Paul Harrison; James Henry; Mark Kuhillow; Gray Sycamore; Robert Thurner
10. Company Profiles: INTRODUCTION; CHANNEL 4 TELEVISION CORPORATION; Corporate Information; Strengths and Weaknesses; New Product Development; Brand Development; Innovations; Appointments; Profitability; Table 48: Financial Results for Channel Four Television Corporation (£m),; Years Ending 31st December 2004 and 2005; Future Company Developments; THE CLOUD NETWORKS LTD; Corporate Information; Strengths and Weaknesses; Brand Development; Innovations; Appointments; Profitability; Future Company Developments; GOOGLE INC; Corporate Information; Strengths and Weaknesses; New Product Development; Brand Development; Innovations; Appointments; Profitability; Table 49: Financial Results for Google Inc ($000), Years Ending; December 31st 2004 and 2005; Future Company Developments; NTL INC; Corporate Information; Strengths and Weaknesses; New Product Development; Brand Development; Innovations; Appointments; Profitability; Table 50: Financial Results for the Reorganised NTL Inc (£m),; Years Ending 31 December 2004 and 2005; Future Company Developments; SKYPE LTD; Corporate Information; Strengths and Weaknesses; New Product Development; Brand Development; Innovations; Appointments; Profitability; Future Company Developments; TANDBERG TELEVISION LTD; Corporate Information; Strengths and Weaknesses; New Product Development; Brand Development; Innovations; Appointments; Profitability; Table 51: Financial Results for TANDBERG Television (NKr000),; Years Ending 31st December 2004 and 2005; Future Company Developments
11. The Future: OVERVIEW
12. Glossary
13. Consumer Confidence: METHOLOGY; KEY FINDINGS THIS QUARTER; THE WILLINGNESS TO BORROW; Confidence Declines Again; Table A: The Average Amount Consumers Are Willing to Borrow in Order; to Purchase Expensive Items at Current and Constant November 2004 Prices; (£ and £bn), May 2005, August 2005, November 2005, February 2006 and May 2006; Signs That the Decline Could be Bottoming Out; Table B: The Number of Adults Willing to Borrow in Order to Purchase; Expensive Items (000 and %), May 2005, August 2005, November 2005,; February 2006 and May 2006; THE WILLINGNESS TO SPEND FROM SAVINGS; Sharp Decline in Spending from Savings; Table C: The Average Amount Consumers Are Willing to Spend from Savings; in Order to Purchase Expensive Items at Current and Constant November 2004; Prices (£ and £bn), May 2005, August 2005, November 2005,; February 2006 and May 2006; Table D: The Proportion of Adults Without Any Savings (%), May 2005,; August 2005, November 2005, February 2006 and May 2006; Borrowing Grows in Relative Importance; Table E: The Average Amounts Adults are Confident Spending to Purchase; Expensive Items (£ and %), May 2005, August 2005, November 2005,; February 2006 and May 2006
14. Further Sources: Associations; Publications; Government Sources; General Sources; Other Sources; Bisnode Sources; Key Note Research; The Key Note Range of Reports

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