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IPA launches Touchpoints survey

The Institute of Practitioners in Advertising (IPA) today launched the first part of its Touchpoints initiative, a multimedia research tool that has been three years in the making and cost more than £1m.

The Touchpoints Hub Survey, conducted by Taylor Nelson Sofres (TNS) between April and November 2005 among 5,010 people using a self-completion questionnaire and PDA time-based diary, aims to provide unique insight into how consumers multiple media.

The results of this first wave of research (a second wave of the Hub is planned for 2007), found that only 13 per cent of all written communication is now using pen and paper; 49 per cent is via email, 29 per cent via SMS text, and 10 per cent via instant messaging. For 15-24 year olds, only five per cent is via pen and paper; for adults aged over 65 this rises to 39 per cent.

In contrast to other research findings from TNS released earlier this month and sponsored by Google, which found that internet usage had overtaken TV viewing, Touchpoints found that TV viewing still dominates over other media (even among 15-24 year olds), with radio also ahead of internet usage.

The second part of the Touchpoints initiative is scheduled for release in May/June 2006, in which existing media industry planning data from BARB (TV), NRS (national newspapers and consumer magazines), POSTAR (outdoor), RAJAR (radio), JICREG (regional newspapers) and CAVIAR (cinema) will be plugged into an Integrated Planning Database.

Plans for a single currency for online audience readership are under discussion via the Joint Industry Committee for Internet Audience Measurement (JICIMS), which intends to conduct an establishment survey for the online population. AOP recently agreed to contribute funding towards the project, which also involves the IPA, Incorporated Society of British Advertisers (ISBA), Internet Advertising Bureau (IAB) and several online media owners.

Read more about IPA Touchpoints

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