Ketchum Explores Gaps of Media Usage

The way communicators dispense information is out of sync with the way consumers use media, according to Media, Myths & Realities 2007, a comprehensive survey of media usage among consumers and communications professionals conducted by global public relations firm Ketchum and the University of Southern California Annenberg Strategic Public Relations Center. The survey explores gaps in media usage between communicators and the general population within the United Sates and developing BRIC markets i.e. Brazil, Russia, India and China.

In China, family and friends (48%) followed by coworkers (47%) are the top sources for advice that consumers turn to when making a variety of decisions ranging from purchasing consumer electronics to planning a vacation. Despite the strong evidence that social groups play a key role in influencing decisions, only 24% of communicators report having a word-of-mouth program in place.

Another apparent communication gap occurs over the differing reliance on company websites. Communicators rank their company’s own websites (68%) as the most effective way to share corporate news or issue a response to a crisis. But in China only 24% of the general public would turn to a company website for corporate news and crisis response.

With digital media giving rise to increasing media choice, fragmentation and personal empowerment, the term “mass market” is being outmoded. As a result, it is imperative that communicators view their audience as distinct groupings of individuals.

“The gap between how consumers prefer to receive information from companies and how it is delivered shows that communications professionals need to reassess their priorities to meet consumer needs in today’s multi-media world,” said Chris Liu, Partner and Executive Vice President, Greater China, Ketchum.

“The survey results also show that today, more than ever, every individual can filter out the media outlets that aren’t personally relevant or meaningful in the search for information. Communicators must focus on speaking to individuals, not just broadcasting to the masses, when getting their messages across to the public incorporating both traditional to new media platforms.”

Other Key Findings

• Consumers in emerging markets are setting the pace for media usage
  Consumers in the BRIC countries are tech savvy, are accessing more mobile media and deem media outlets to be more credible than do their US counterparts. Use of new media, such as videocast and blogs, in emerging markets is growing rapidly, especially China. For instance, in China, 41 percent of those surveyed reported using blogs, compared to 19 percent in the US, 43 percent in Brazil, 32 percent in Russia and 30 percent in India. Furthermore, overall media consumption in the BRIC markets is heavier than in the US.
• Media preferences are more personalized than ever
  The study reveals that use of personalized media is on the rise through the evolution of digital devices and the Internet. Search engines have become a highly influential gateway to consumer choice and rank top among all of the media channels used in China, with over 60 percent of Chinese consumers using them to look for information, solutions and for trusted resources. The trend towards more personalized media, including blogs, podcasts, and RSS feeds, is stronger among BRIC countries than in the US.

Takeaways for Communicators

• Treat audiences as groupings of individuals rather than faceless masses. Rather than rely on the reputation of a media outlet to carry your message, relate to the public by creating content that is relevant, authentic, engaging and motivates consumers to share information with like-minded people. The opportunity for communications professionals is to help provide context, rather than merely content, and give consumers more of what they are seeking to help them make informed decisions. The quality of media impressions should not be the sole focus of a campaign – media should be used as a vehicle for reaching stakeholders in a way that is meaningful or useful.
• Put world of mouth and search engine optimization strategies in place or miss out on the tremendous potential for audience reach and sales they can deliver. In addition to advice from family and friends being the number one source that consumers in most of the countries turn to when making decisions, search engines rank at the top of all media channels in overall usage in BRIC markets.
• Be wary of the communication flavor of the month. Be sure to stay on top of the latest research but avoid becoming reliant on any single communication technique regardless of how new or exciting it may seem. For example, the survey showed usage of podcasts registered in the single digit range for virtually all age groups with the exception of the 18-24 year olds where usage sat at 13 percent.
• A company’s own website should not be the primary choice when communicating to stakeholders. While a company website provides communicators with a high degree of control over their message, consumers often turn elsewhere for information.

About the survey
The survey compares the media usage habits of 1,229 adult Americans (including 200 influential citizens, or “influencers” – the 10 to 15 percent of the population who initiate changes in their community or society through a variety of activities) and 500 communications industry professionals. 

In Brazil, Russia, India and China, 300 consumers and 200 influencers were surveyed in each country. The definition of an influencer was consistent for the US and the BRIC countries, allowing for cultural and political differences within each country. The survey did not include communications professionals in the BRIC countries.

The survey was conducted through online distribution between September 30 and October 5, 2007.