Report Summary

Introduction
Media consumption overall is rising and no single medium is losing consumers' attention, but we are reaching a tipping point after which traditional TV viewing will decline.  Marketing expenditure is shifting towards new media, yet traditional media remain by far the most important channels.  The growth of new media is fundamentally driven by the desire of people and families to improve their lives.

Scope of this Report
-  Extensive quantitative insights from leading industry sources regarding the evolution of media usage.
-  Coverage of leading consumer packaged good firms' use of media and reported measured results.
-  Insights into the motivations behind consumers' usage of new media.
-  Detailed action points offering practical strategies and examples of recent innovative marketing campaigns.

Research & Analysis Highlights
According to the Online Publishers' Association, 76% of all consumers in the US and Western Europe have access to the Web on their mobile device, and one third (32%) use it.  Reacting to new media channels can be daunting but the easiest way to approach new media is to think how your brand can help people to improve their lives.

Some 40% of 14-24 year olds in a selection of countries around the world said that they found it easier to make new friends using the Internet.  Globally the average 14-24 year old now has 86 people in their social networking community.

The share of US visitors who arrived at consumer packaged goods websites between February and April 2007 via search was: 60% for baby care products; 47% for food products; 27% for personal care products; and 23% for household cleaning products.

Key Reasons to Read this Report
-  Identify how media consumption is developing between new and old media and the trends and needs underpinning these changes.
-  Understand the motivations and needs of diverse consumer segments and existing best practice and difficulties in targeting these segments.
-  Explore innovative usage of new media globally and action points that highlight existing best practice in communication strategies.

Table of Contents

Overview
    Catalyst
    Summary
Executive Summary
    Analysis
    Action
Table of Contents
Analysis
    TREND: Media consumption is rising
    TREND: We are reaching a tipping point after which traditional TV viewing will decline
    TREND: Marketing expenditure is following media consumption
    INSIGHT: Traditional media remain important
    INSIGHT: People and families use online to improve their lives
    INSIGHT: New media requires different skills
    Take-outs and implications
Actions
    Keep your Web 1.0 presence refreshed
        Take-outs and implications
    Experiment with Web 2.0
        Establish conversations with consumers
        Tap into the demand for media sharing
        Trial social advertising
                Marketing on Facebook
    Monitor marketing via mobile devices
        Take-outs and implications
    Conclusions
APPENDIX
    Additional data
    Methodology
    Further reading
    Ask the analyst
    consulting
    Disclaimer

List of Tables

Table 1: European media consumption by main type, 2004-06
Table 2: Media consumption by main type, US vs Europe
Table 3: TV viewing per household by country
Table 4: Consumer motivations for visiting a CPG website, 2007
Table 5: Share of US population that uses social networking sites by age group

List of Figures

Figure 1: Mr Clean Bathroom Explorer is a web-based tool that helps users choose the best cleaner for a job
Figure 2: Health Expressions is a P&G site that contains a range of health information
Figure 3: The Bud Bucks website allows consumers to spend the currency they have earned sending text messages using codes from Budweiser bottles and cans
Figure 4: Unilever has established a presence on virtual reality site Second Life via its ck IN2U brand
Figure 5: Artofthecookie is designed to help women improve their social lives
Figure 6: Capessa is a website designed for women to discuss issues that interest them and submit personal stories
Figure 7: Buckley's on MySpace utilizes user-generated content by encouraging consumers to submit photos of themselves tasting the product
Figure 8: Bud.tv is an online entertainment website with seven channels
Figure 9: Annual hours worked per person, selected industrialized economies, 1990-2002
Figure 10: Internet usage is highest in Asia, though penetration is highest in North America
Figure 11: Mobile phone penetration is highest in Europe, followed by North America and Asia-Pacific