What’s on TV mums online/offline

Mass market mums are embracing the internet! They have very strong relationships with their favourite sites, and this transfers to the advertising and a trust in the brands/products featured.

A qualitative study conducted in 2009 involving in-depth video interviews and accompanied online sessions with 8 mass market mums (all users of whatsontv.co.uk). This study explores the role the internet plays in mums lives and provides a case study of whatsontv.co.uk, examining usage and relationships, online advertising and cross-platform relationships.

Key findings from the study are that:
• The internet has become an indispensable tool in mums lives - satisfying both functional and emotional needs
• whatsontv.co.uk has a loyal audience who have a very strong relationship with the website
• This strong relationship transfers to the advertising and a trust in the brands/products featured
• The website has not replaced What’s on TV magazine and many users are also avid readers of the magazine
• The magazine and website are seen as complimentary and both have reasons to be loved
• Mums are engaging with the advertising in both formats, being aware of and positively responding to adverts on and offline
• Providing opportunities for numerous cross platform ad solutions!


What’s on TV mums online/offline explores the following key areas:

i) The role the internet plays in mums lives
• Length of time online, initial drivers and mums internet journey
• When mums go online and what mums do online
• The key roles the internet plays in mums lives and their relationship with it

“I love the internet now - I wouldn’t be without it!”

ii) Usage of and relationship with whatsontv.co.uk
• Length of relationship with the website and frequency of visiting
• Key drivers to the website and how mums engage with it
• User rewards and relationship with the website

“It’s easy to navigate, pleasing on the eye, informative - which is 3 things you want a website to be”

iii) Online advertising
• How mums feel about online advertising
• Key factors to consider in order to engage mums with online advertising
• Response and relationship to advertising on whatsontv.co.uk

“I trust the website so it goes hand in hand as far as I’m concerned - because I’ve been going on there for such a long time and I trust the website implicitly, I would trust the advertising on there”

iv) Cross platform user relationships & ad solutions
• Mums relationships with whatsontv.co.uk and What’s on TV magazine
• The complimentary nature of the press and digital offering
• Cross-platform ad solutions

“They work together but then they have different purposes - what you can’t get from one you get from the other”

For more information please contact:

Andrew Marrs, Head of Insight - Weeklies 0203 148 3645 andrew_marrs@ipcmedia.com

Marianne Rogers, Insight Manager - Weeklies 0203 148 3634 marianne_rogers@ipcmedia.com