The digital revolution has transformed the way we consume media, communicate, and interact with the world around us. In the United Kingdom, the online landscape has become an integral part of people’s daily lives. 13% of UK consumers are not online. The question arises: Should media planners overlook this significant demographic? In this blog post, we will explore the importance of considering this offline segment and delve into evidence from various sources to shed light on the matter.

Understanding the Offline Segment

The 13% of UK consumers who are not online may seem like a small portion, but it represents a considerable number of individuals. According to the Office for National Statistics, this percentage equates to around 7.7 million people who are not connected to the internet (ONS, 2022). Neglecting such a substantial segment can have repercussions for media planners and advertisers who rely heavily on digital platforms.

Diverse Consumer Profiles

It’s crucial to recognize that the offline segment is not a monolithic group but consists of diverse consumer profiles. Some individuals choose not to be online due to personal preferences, privacy concerns, or lack of access to digital infrastructure. Others may belong to older age groups, individuals with disabilities, or those from lower-income households who face barriers to internet access. Ignoring these unique demographics means missing out on potential consumers who may have specific needs and preferences.

Media Consumption Habits

Offline consumers rely on traditional media channels such as television, radio, newspapers, and direct mail to stay informed and entertained. According to a study conducted by OFCOM, television remains the most widely used medium, being the most popular medium for 74% of UK adults. Furthermore, the OFCOM News Consumption Report 2022 highlights that social media is overtaking traditional channels for news among teens.

By allocating advertising budgets exclusively to online platforms, media planners risk overlooking these traditional channels that still reach a significant portion of the population, who hold most of the purchasing power (Experian, 2019). To effectively engage with the offline segment, a diversified media strategy should be employed that includes both digital and traditional media.

Inclusivity and Ethical Considerations

Excluding the offline segment from media planning activities raises concerns about inclusivity and equity. Access to the internet is not evenly distributed among all demographic groups. For instance, older adults, individuals with disabilities, and those from low-income backgrounds often face barriers to internet access. Failing to acknowledge and cater to their needs perpetuates the digital divide and exacerbates existing inequalities.

Reaching a Wider Audience

Considering the offline segment can provide media planners with a competitive advantage by tapping into untapped markets. By adopting a multichannel approach that encompasses both online and offline media, businesses can reach a wider audience and enhance brand awareness. On average a multichannel campaign generates a 300% higher return on investment (ROI) compared to single-channel campaigns, this emphasizes the benefits of inclusive media planning (Gitnux, 2023).

Moreover, targeting the offline segment can be particularly beneficial for certain industries, such as healthcare and financial services, where older adults and lower-income households are significant consumer groups. By diversifying media strategies and utilizing traditional channels, marketers can effectively engage with these demographics and drive meaningful interactions.

In an increasingly digital world, it may be tempting for media planners to focus solely on online platforms and overlook the 13% of UK consumers who are not online. However, this approach neglects a significant segment of the population and misses out on valuable opportunities. By considering the diverse profiles, media consumption habits, and ethical considerations associated with the offline segment, media planners can adopt a more inclusive and effective approach to reach a wider audience.

Employing a multichannel strategy that combines traditional media channels with digital platforms ensures that businesses cater to the needs of all consumers, regardless of their online presence. This approach not only increases brand exposure but also promotes inclusivity, reduces inequality, and maximizes return on investment. As media planners continue to navigate the ever-evolving landscape, acknowledging and embracing the offline segment is crucial for long-term success.

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References:

EXPERIAN. 2019.  ‘Millennial Growth: Spending Power Index 2019’.  Experian 2019. Available at: https://www.experian.co.uk/consumer/product-factsheets/Experian_SpendingPowerIndex_whitepaper.pdf [accessed 10 July 2023].

GITNUX. 2023.  ‘The Most Surprising Digital Marketing Roi Statistics And Trends in 2023’.  Gitnux June 2023. Available at: https://blog.gitnux.com/digital-marketing-roi-statistics/#:~:text=On%20average%2C%20multi%2Dchannel%20digital,multi%2Dchannel%20digital%20marketing%20campaigns. [accessed 10 July 2023].

OFCOM. 2022.  ‘News Consumption in the UK: 2022’.  OFCOM July 2022. Available at: https://www.ofcom.org.uk/__data/assets/pdf_file/0027/241947/News-Consumption-in-the-UK-2022-report.pdf [accessed 10 July 2023].

ONS GOV. 2022.  ‘Population and household estimates, England and Wales: Census 2021, unrounded data’.  Office for National Statistics November 2022. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/bulletins/populationandhouseholdestimatesenglandandwales/census2021unroundeddata [accessed 10 July 2023].