凯度：2018次元报告-全球媒体新趋势（英文版）（128页）.pdf

1、 This report contains the findings of the DIMENSION 2018 study. Weve surveyed consumers and run qualitative groups and interviews amongst industry leaders across five of the largest media markets in the world. The result: an overview of the major trends and exciting innovations shaping the world of

2、media and communications planning. Our aim is to provide insights and guidance to brand owners, agencies, media owners and communications specialists, indeed to all whose role involves trying to reach and influence consumers. The message that emerges is clear. In trying to keep ahead brands are lear

3、ning to communicate in multiple ways with consumers who are themselves developing and evolving new media habits. The challenge is to sift the mass of data to identify the truly valuable and insightful, and to underpin all communication planning with solid, consistent measurement. The momentum is tow

4、ards integration. We hope that the insights gleaned from consumers and some of the brightest minds in the industry will help our clients plan, execute and measure marketing communication activities accurately. Kantar Media remains committed to delivering connected intelligence to our clients. DIMENS

5、ION will continue to keep the dialogue open and bring you commentary on the changing landscape. The destination is clearer we need to work together to arrive there! Andy Brown CEO and what industry leaders see as coming next. Tables containing all of the data referenced in the text are to be found i

6、n an appendix. 6DIMENSION 2018 US UK FRANCE CHINA BRAZIL WHAT WE DID The 2018 DIMENSION study contains two strands: consumers and industry leaders. THE CONSUMER FIELDWORK We surveyed 5,000 connected consumers (aged over 18) across Brazil, China, France, UK and the US. 1,000 surveys were conducted in