Future media strategies need to take account of changing consumer lives
Socio-economic trends forecast in latest “Where NEWS?” report
The new report was commissioned by Ifra and researched and written by IWG (Institut für Wirtschaft und Gesellschaft) Bonn. As the title suggests, the 65-page report covers both purely demographic aspects, such as the ageing population, and socio-economic trends such as increased urbanisation, migration, household fragmentation, the growing income spread and changes in education. The findings are supported throughout by tables and graphs.
The objective of the “Where NEWS?” initiative is to predict changing media consumption in the coming five, ten and fifteen years, which in turn will help newspapers formulate their business development strategies. In this context, research on demographic and socio-economic change is vital.
Says Jochen Dieckow, responsible for Business and New Media Research at Ifra and project leader for “Where NEWS?”: “This report provides vital projections for anyone making strategic decisions about future business development in the media market.
Within the “Where NEWS?” project, we considered it fundamentally important to include a report which looks at the demographics and socio-economic trends of the coming ten to fifteen years. Without knowing how consumers’ lives are going to change, long-term strategy-making becomes very difficult. We hope that the new report will act as a tool and support to decision-makers in media houses throughout Europe and Northern America.”
Some of the findings of “Where NEWS?” Report No. 4
In the next ten to fifteen years people in Northern America and Europe will be on average older than they are today. A growing number of them will have migrated. More often they will live in towns and cities and despite their increasing average age they will be more mobile or at least as mobile as today. People will live alone or in couples more often than is the case now. Withregards to income, in most households the disposable income will rise only slightly or even stay at today’s level. Although more people will be technically better trained in the future, not all will be able to keep up with the growing demands for qualifications. Education and qualification differences will increase. More people of working age will be pursuing gainful employment than today, although working hours per employed will fall.
At the same time a growing proportion of the population will have free use of its time, since it will be excluded from working life. This group will spend a major part of its time consuming media. Reading newspapers will continue to be a part of this. Yet increased use of other media, such as the Internet, can be predicted for older people too.
To obtain the Reports Ifra members can access free of charge all information and results of the new “Where NEWS?” project under the web address www.ifra.com/wherenews. They can also receive the corresponding reports free of charge by mail and, on request, a special folder in which to file them. Non-members can buy the reports.
For more information about Ifra Special Reports, see www.ifra.com/specialreports.
The following Reports of the „Where NEWS?“ series has been published so far:
– No.1: “Business Models of Newspaper Publishing Companies“ (2006).
– No.2:“Strategy-Making in Changing Industries“ (2006).
– No.3:“The Future Development of Media and Communication Technology (2007).
The following reports will be released in September:
– No.5:“Economic and Selected General Framework Conditions in North America and Europe up to 2020”.
– No.6:“Drivers of Change in Media Channels”.
Correlating Ifra Event The following Ifra Event is correlating with the “Where NEWS?” project:
– “Business Models for Newspaper Publishers – The conference for entrepreneurial spirit”:25 – 26 October 2007 in Lisbon, Portugal (languages: English, German and Spanish).
The IWG Bonn (www.iwg-bonn.de) is a private, academic research institute. It is an independent, non-party, and non-profit-making institution. It was founded in 1977 by Kurt H. Biedenkopf and Meinard Miegel and has its seat in Bonn,Germany. The statutes of the IWG Bonn stipulate scholarly research on economic and social issues and a suitable presentation of the results to be applied in practice.
The institute is free to select its own projects within the framework of its statutes. In addition it works on commissioned research. Studies have been produced for the Federal Ministry of Education and Research, the Government of Brandenburg, the Bertelsmann Foundation, the German Construction Federation et al. With its practice-oriented work, the IWG Bonn wants to shed light on the economic and social area surrounding political and entrepreneurial activities, thereby rendering strategic planning easier.