{"id":346,"date":"2014-08-14T14:28:59","date_gmt":"2014-08-14T13:28:59","guid":{"rendered":"http:\/\/www.magazinemedia.be\/research-award-cross-platform-magazinemerken-werken\/"},"modified":"2016-08-23T11:23:51","modified_gmt":"2016-08-23T10:23:51","slug":"research-award-cross-platform-magazinemerken-werken","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/","title":{"rendered":"Research Award: Cross-platform magazinemerken werken"},"content":{"rendered":"<p>Het Brits mediabedrijf Time Inc (voorheen IPC)\u00a0won een gouden Research Award voor haar onderzoek naar de manier waarop consumenten verschillende contentplatformen doorheen de dag gebruiken. Connected Consumers* gaat dieper in op de mate van engagement, de migratie tussen verschillende platformen en de acties waartoe een specifiek platform aanzet. Amanda Wigginton van Time Inc: &#8220;We&#8217;re now living in a world where there are more iPhone and iPads sold than babies are born, and hence, consumer expectations are changing.&#8221; Het levert adverteerders belangrijke voordelen op om cross-platform met een mediamerk samen te werken, zo blijkt uit deze studie.<\/p>\n<p>Het onderzoek vond drie verschillende consumentenbehoeften waarbij contentplatformen een rol spelen:<\/p>\n<ul>\n<li>Catch-up time\u00a0\u2013 meestal in de ochtend wanneer consumenten apps en sociale media raadplegen om op de hoogte te raken van wat er in hun wereld gebeurt. Belangrijk voor hen is daarbij dat de informatie gemakkelijk toegankelijk en betrouwbaar is, zodat ze snel weer mee zijn.<\/li>\n<li>Focus time\u00a0\u2013 gedurende de dag wanneer consumenten meestal weinig tijd hebben. Ze weten exact welke informatie ze nodig hebben en ze weten hoe eraan te geraken. Sociale media, apps, websites en print worden dan geraadpleegd al naargelang de specifieke vraag.<\/li>\n<li>Down time\u00a0\u2013 meestal in de avonduren, wanneer consumenten ontspannen zijn en de tijd hebben. Content wordt via verschillende platformen geconsumeerd.<\/li>\n<\/ul>\n<p>Consumenten lezen magazines, zowel tablet, smartphone als papieren versie, het meest tijdens &#8216;downtime&#8217;. In deze stemming staan ze ook het meest open voor informatie, zowel redactioneel als advertenties, omdat ze ontspannen zijn en niet afgeleid.<\/p>\n<p>Dat blijkt ook uit de manier waarop oude gewoonten worden overgedragen van print op nieuwe platformen. Consumenten bewaren ook nu magazinecontent, halen er inspiratie uit en geven door of delen met hun naaste omgeving. De mogelijkheden om dat te doen zijn alleen veel uitgebreider dan vroeger.Magazinemerken spelen echter een belangrijke rol als vertrouwde expert en betrouwbare bron in catch-up, focus \u00e9n down time. Consumenten hebben een band met hun magazinemerken en ze koppelen de waarden van het papieren magazine ook aan de andere contentdragers. Digitale platformen claimen steeds meer hun plaats in ieder onderdeel van de &#8216;consumer journey&#8217; en consumenten wisselen naadloos tussen papier, online en mobiel. Zo werken magazines door alle platformen heen en genereren word of mouth buzz, engagement, invloed en inspiratie.<\/p>\n<p>Op zoek naar inspiratie en nieuwe idee\u00ebn zijn magazinemerken relevant op elk platform: 89% vindt deze in print, 81% online, 85% in digitale edities, 77% via apps en 72% via sociale media. Print en digitale edities blijken ook de meeste invloed te hebben op aankoopgedrag, zowel online als offline. 45% van de respondenten zegt dat print tot een aankoop heeft geleid, 40% vond die motivatie in digitale edities, 38% in apps en 34% op de website.<\/p>\n<p>* &#8216;Connected Consumers&#8217; is gebaseerd op 7 merken van Time Inc met een brede waaier aan doelgroepen en lifestyles. Er is onderzoek gedaan onder 3500 consumenten via online enquete, face-to-face interviews en telefonische interviews.<\/p>\n<p>Meer lezen over Connected Consumers? <a href=\"http:\/\/www.slideshare.net\/magazinemediaBE\/connected-consumers-ipc-study-2014\" target=\"_blank\">Klik hier<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p>In juni maakte FIPP de wereldwijde Research Award winnaars van 2014 bekend (<span><a href=\"http:\/\/www.magazinemedia.be\/nl\/fipp-awards-outstanding-magazine-media-research\">meer info<\/a>\u00a0hier<\/span>). Magazine Media besteedt de komende weken aandacht aan de meest interessante bekroonde studies.\u00a0Deze week: Connected Consumers (IPC)<\/p>\n","protected":false},"author":2,"featured_media":347,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[1197,814],"class_list":["post-346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-connected-consumer","tag-magazinemerken"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cross-platform magazinemerken werken<\/title>\n<meta name=\"description\" content=\"Digitale platformen claimen hun plaats in de &#039;consumer journey&#039; en men wisselt naadloos tussen papier, online en mobiel. 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