Q: What is this study about?
A: Brand New Britain is an in-depth examination of consumer attitudes towards the internet, how media buyers, planners and advertisers have responded to this, and what opportunities there are for further understanding of online consumer behaviour.
In a nutshell, we believe that rising consumer demand for comfort and relaxation online represents an opportunity for the advertising community that is waiting to be tapped. Much online advertising is based on other human needs – play, power, attraction. Comfort is the missing mood of the internet, and that suggests that advertisers are missing a trick.
Q: Why have you undertaken it?
A: We were being asked by agencies, who were being asked by their clients, to look at Middle England – who they are, where they are.
We started out wanting to examine the concept of ‘Middle England’ as a demographic, and whether it was being neglected by advertising online. As the study progressed, we realised that ‘Middle England’ does not exist as a demographic at all. What we term ‘Middle England-ness’ is actually traits and desires common to all of us in Britain – moments when we want to relax, retreat into safety and tradition and community. It is escapism from the frenetic pace of modern life.
This realisation suggested a new area for investigation – that if all of us, at times, seek comfort and safety away from our day-to-day lives, does this translate to the internet? How can advertisers and marketers capitalise on this?
Q. What are the key findings?
A: Comfort is a key dimension missing from the internet. The study reveals that the internet is taking over from other media as a destination for relaxation, with more users now using the internet (60%) for this purpose than the radio (41%), television (58%) or newspapers (50%).
But while the majority (55%) of consumers use the internet out of work to ‘relax’, few describe the experience as comforting (8%) or safe (6%). Instead, the words most used to describe the internet are ‘fun’ (45%), ‘well-informed’ (47%) and ‘efficient’ (34%).
Consumers today see the internet as a place to go to seek relaxation, but once there, the vast majority of what they are offered in terms of content emphasises self-actualisation and improvement. Messages are based on more opportunities, growth and speed – be bigger, better, faster. Not necessarily ‘more comfortable.’
This research offers new insights into the lesser-explored ‘third dimension’ of advertising - the psychology of users. Until now advertisers have largely relied on the first two dimensions, audience data and context/content, to influence online advertising strategies. However, this study begins the process of cracking this elusive element and opens the door to further exploration of the mindsets of internet users.
Q. What does this mean for advertisers, marketers and media planners?
Rising consumer demand for comfort and relaxation online represents an opportunity for the advertising community that is waiting to be further exploited. The commercial benefits of capturing warmth and comfort online, is compelling for advertising
The very nature of the internet allows for advertisers to reach consumers and provoke a direct reaction – such as an immediate online purchase – in a way that television or printed media has never been able to. As ‘comfort’ is the state of mind which is most focused on ‘consummatory’ behaviour, advertisers have a fantastic opportunity to directly reach a captive audience with the type of ‘comfort’ messaging that has long been a feature of television advertising, for example.
Q: How do you reconcile the consumer demand for a ‘retreat’ from the pace of technology with the fact that you are a new media company?
A: Consumers do perceive technology, and the pace of technological change, as something that is stressful about modern life. But our study shows that as the internet has become embedded in our culture and way of life, users now no longer find it something to fear. 55% of users now use the internet outside of work to ‘relax’ and 39% to give them ‘personal space and time to themselves’.
The internet itself is not inherently stressful. But messaging that only focuses on being bigger, better and faster is.
Q: So what’s this all got to do with Middle England?
A: We originally commissioned the study to test a theory that the demographic typically known as ‘Middle England’ does not exist at all, and that ‘Middle England-ness’ is actually a response to uncertainty and change that takes the form of a desire for tradition and comfort.
Middle England as a demographic is a myth. Our study has found that it is not a place or group of people at all – it is this same desire for comfort and community that is universal to us all. The study suggests there is an opportunity to capitalise on that mindset online.
Q: What is AOL doing to respond to this research?
A: AOL's core values of safety, security and family friendly give us a heritage in delivering Middle England moments. AOL has always considered the comfort and security of the consumer on the internet as a priority. We work closely with the government, law enforcement, charities, academics and other policy stakeholders within the industry to ensure AOL creates a safe and secure environment for internet users.
Our products are recognised for their simplicity and ease of use, especially AOL Email. AOL strives to offer consumers a relevant and easy online experience and we continue to invest in products that are straightforward and integrated with other products and services (e.g. email and AIM) and engaging and relevant content. This content will capture Middle England moments. We recognise that the core AOL audience is more likely to have more ME moments due to life stage.
Q: Do you think that “comfort” is already emerging on the internet?
A: Yes. The rising popularity of applications such as genealogy sites, hobby sites and even social networking is a clear sign that developers are more than aware of the opportunities available to monetise the consumer demand for ‘comfort’ and ‘safety’ and ‘retreat’ online.
Media buyers, planners and advertisers need to acknowledge that this need exists, realise that consumers are open to it, and understand the benefit of targeting this need state with communications and messaging.