This has been a strange year so far. But let’s ignore the elephant in the room (ahem, pandemic) and take a look at content instead.
Or more specifically, how is content being consumed by UK consumers in 2020?
A recent online Meltwater Comms Collective event by PR Moment* delved into this topic. Here are the main take away points from some of the leaders in communications:
- The death of traditional demographics – use audience personas instead
- The average person leaves nine pieces of content (data) online each day
- TV is the top content touchpoint in the UK (77% of consumers, with newspapers at 31%)
- Facebook is the most common source for news in social media
- BUT consumers are cautious of news on social media
- Possible future trend: increase in analogue content consumption (e.g. radio)
- Trust in businesses, media, NGOs and the government all increased during the first months of this year.
Now, let’s find out more about how this impacts content creation.
The end of traditional demographics
In the past, people in a certain age or income bracket were all put together to represent a specific type of consumer. But today, that method is far too general.
Instead, audience personas go a little deeper.
The reason for this is the use of data, and the fact that the average person leaves nine pieces of content about themselves online each day.
According to Perri Robinson, Enterprise Marketing Manager for Europe, Middle East, India and Africa at Meltwater, an audience persona is no longer just a “nice to have” tool for content creation. It’s essential to help with predicting behaviour, enhancing customer experiences and increasing efficiency.
Why? Because, as Perri said: “You can’t tell stories if you don’t know what listeners are interested in.”
The UK media market
When it comes to the UK media market and content touchpoints, TV is king. Followed by smartphone/tablet search and social media.
Facebook is the most commonly used social media channel and, as a result, is the most popular platform for consuming news in the social media world. However, people are most distrustful of news on social media.
What does this tell us?
Basically, that consumers and social media users are more discerning than we give them credit for. Also, teenagers use Facebook less than people aged 65+, which helps to understand the audience behind the platform.
Here are some additional statistics on daily content consumption habits in the UK:
- 63% access social media
- 17% read a printed newspaper
- 31% read a newspaper online
- 48% access a news website.
As you can see, online content consumption is leading the pack.
Consumer trust
According to Louise Turner, Head of Edelman Intelligence UK & Ireland: “Trust is a projection into the future.”
And trust becomes even more powerful during a time of crisis or uncertainty – like in a pandemic. That’s why in the first months of 2020 (January to May), trust in businesses, media, NGOs and the government all increased.
In fact, there was a 24 per cent rise in trust in the government. But it was related to trust in the institution to take us forward into the future, not necessarily agreeing with all decisions made by the government.
So what is the least trusted institution? The media.
However, out of all types of media, traditional media and search engines are the most trusted. This provides some useful insight into how consumers view content from those channels.
Final thoughts
What does this all mean for content creators?
In a nutshell, use data but trust your instincts. Pay attention to where consumers are placing their trust. And finally, read the room but be ready for changes in behaviour.
*All statistics taken from the Meltwater Comms Collective: The Content Consumption Habits of UK Consumers webinar.
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