Annual Study Shows Event Attendance, Smart Device and Online Media Use Increasing Among Government

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Market Connections, Inc. Releases Seventh Annual Federal Media and Marketing Study

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“New data this year continues to underscore the importance of online and mobile-friendly media. Online channels like streaming TV and music offer new opportunities to reach federal audiences.” said Lisa Dezzutti, President and CEO of Market Connections.

Federal government decision-makers and influencers report increases in smart device use, time spent accessing news content online and webinar and event attendance, according to the 2015 Federal Media and Marketing Study (FMMS). Market Connections, Inc. released the seventh annual study this morning, October 1, 8:00-10:00 a.m. at the TEGNA/Gannett Conference Center in McLean, Va.

The survey shows 90 percent of respondents using smart phones and tablets, up from 80 percent in 2014. More than six in 10 respondents (62 percent) report spending 15 minutes or more on an average work day accessing news content online, up from 47 percent in 2014.

After four years of declining event attendance, in 2015 more than half of respondents (55 percent) report attending at least one to three events in the past 12 months, compared with only 42 percent in 2014.

Webinar attendance has increased significantly in the past five years: Nearly half of respondents (48 percent) participated in no webinars in 2011, while two-thirds (67 percent) report attending at least one to three webinars in the past 12 months. More than one-quarter (27 percent) also rank webinars on the list of most trusted content.

More than 3,000 federal decision-makers and influencers take the annual survey, which aggregates data on consumption of and preferences for print, television, radio, mobile, social media and Internet-based news media. Demographic, job function and purchasing data allows cross-tabulation for media targeting and placements.

“New data this year continues to underscore the importance of online and mobile-friendly media. Online channels like streaming TV and music offer new opportunities to reach federal audiences,” said Lisa Dezzutti, President and CEO of Market Connections. “Preferred media channels for federal news and information reflect online, TV and print media, while government decision-makers rank white papers and case studies at the top of their list of most trusted content.”

Dezzutti and Sara Leiman, VP Media Director of TMP Government, will present the research results at today’s event, followed by a panel of federal and marketing executives with insights on reaching government decision-makers in light of changing media habits.

EVENT PANELISTS:
·     Patricia Davis-Muffett, senior leader for global public sector marketing, Amazon Web Services
·     Tim Letzkus, senior business advisor, Office of Personnel Management HR Solutions
·     Ben Thompson, vice president of digital strategy, TMP Government
·     Kim Urbanchuk, director of ethics and compliance, Airbus Defense & Space (previously U.S. Department of Transportation and U.S. House of Representatives).

STUDY HIGHLIGHTS:
·     Time spent accessing news content online increased significantly from 47 percent to 62 percent, while time spent watching TV news, listening to traditional radio and accessing news content in print decreased.
·     For federal government news and information, respondents prefer news websites and portals (27 percent), TV (20 percent), print magazines (18 percent) and newspapers online (18 percent).
·     White papers and case studies top the list of most trusted content (41 percent), followed by webinars (27 percent) and editorial content (22 percent).
·     More than two-thirds (37 percent) are streaming on-demand cable or satellite TV.

“The media landscape has changed tremendously in the last few years and will continue to do so,” said Leiman. “Whether you are looking at earned media or paid media, you still want to understand where your audience is spending time, where they go for news and information. And that really is the whole point of this research, to give you that ability to drill down into your audience’s media habits so that your marketing dollars have the greatest impact.”

The data from this study is available via a dynamic online reporting tool, which allows marketers in the federal space to create their own custom data views to inform marketing and public relations decisions. The online tool allows users to cross-tabulate job title and product purchases across all media channels, for example: job title and web site visits or publication readership; product and service purchases and publication readership; or radio listenership. The online tool is available for purchase through Market Connections. More information is available at http://www.marketconnectionsinc.com/mediastudy.

About Market Connections
Market Connections delivers actionable intelligence and insights that enable improved business performance and positioning for leading businesses, government agencies and trade associations. The custom market research firm is a sought-after authority on preferences, perceptions and trends among government executives and the contractors who serve them, offering deep domain expertise in information technology and telecommunications; healthcare; and education. Market Connections also provides the tools for organizations to expand thought-leadership in their respective markets, and is known for its annual Federal Media and Marketing Study, the only comprehensive survey of the media habits of federal decision-makers, as well as the Public Sector Social Media Study and the Government Contractor Study. For more information, please visit: http://www.marketconnectionsinc.com.

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