Market Connections, Inc. Releases Eighth Annual Federal Media and Marketing Study
Fairfax, Va. – November 8, 2016 – Federal government decision-makers and influencers report major barriers to accessing media on government devices, including blocked websites, strict spam filters and inability to stream video, according to the 2016 Federal Media and Marketing Study (FMMS). Market Connections, Inc. will release results of the eighth annual study tomorrow morning, November 9, 8:30-12:00 p.m. at the TEGNA/Gannett Conference Center in McLean, Va.
The survey shows nearly half (45 percent) of respondents report some news websites are blocked on their government devices and more than a quarter of respondents (27 percent) report strict SPAM filters and inability to stream video as top barriers to accessing 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. Highlights include:
- Over half (54 percent) are spending 15 minutes or more accessing news content online, while half (51 percent) are watching the news or news programs on TV. Half (48 percent) are also listening to traditional AM/FM radio
- One-third are spending 15 minutes or more accessing social media and 44 percent report following work-related companies, people and personalities on social media sites.
- Nine out of 10 (88 percent) are using smartphone and tablets and the top apps among mobile users include: weather (69 percent), navigation and mapping (59 percent), news (54 percent) and communications (52 percent).
- Recommendations from peers and colleagues are considered the most trusted content at 47 percent.
What do these results mean for federal marketers? Tomorrow, after Lisa Dezzutti, president and CEO of Market Connections, and Sara Leiman, VP media director of TMP Government, present the research results, a panel of federal and marketing executives will discuss how they are working around barriers and addressing changing media habits to reach their target audiences.
- Patrick Burns – senior director of marketing, NetApp Corporation
- Ginger Kessler – director of federal marketing, Brocade Communications, Inc.
- Tim Letzkus – senior business advisor, Office of Personnel Management HR Solutions
- Joe Pendry – vice president of marketing and communications, Leidos
How to Use the Data for Marketing
“One of the key takeaways from the research is that reaching government decision makers is increasingly complex, and the more insights marketers have, the more successful their marketing efforts will be,” said Dezzutti. “The Federal Media and Marketing Tool, which aggregates the data from the study, allows users to drill down to their target audience’s behaviors in order to make the most informed decision about where to spend their often-tight federal marketing dollars.”
The online tool allows marketers in the federal space to create their own custom data views to inform marketing and public relations decisions. Users can cross-tabulate the data in a variety of ways, such as by job title and publication readership and time spent consuming types of content.
“As federal marketers, one of the things we struggle with is understanding whether or not people are spending enough time with the media to absorb the messaging we work so hard at delivering,” said Leiman. “The ability to map purchasing and job function to media usage across the entire media landscape increases the ability to know where your messaging will receive the greatest time and attention.”
The online tool is available for purchase through Market Connections. More information is available at www.marketconnectionsinc.com/fmms2016study.
About Market Connections, Inc.
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: www.marketconnectionsinc.com.