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Department of Defense Edition Department of Defense Edition ©© 2019 2019 Market Market Connections, Connections, Inc. Inc. Table of Contents Background & Methodology…………………..………………………… 3 Demographics…………………………………………………………………… 9 Federal Environment………………………………………………………… 14 Media Results…………………………………………………………………… 20 Confidence & Marketing Impact Index……………………………… 30 Marketing Tactics……………………………………………………………… 32 Federal Media & Marketing Dashboard….………………………… 48 Background & Methodology FEDERAL MEDIA & MARKETING STUDY 2019 4 Methodology • Comprehensive respondent base o Market Connections proprietary Government Insight Panel o Third party databases o Print publications o Digital sites • Over 200 media outlets • Online survey fielded in June – August 2019 • Data weighted to ensure publications were not over- or under-represented in sample (total weighted sample size: 1,119) FEDERAL MEDIA & MARKETING STUDY 2019 5 Topics Covered Demographics Trusted sources of information • Agency/Location • Age Time spent with media • Political affiliation Media usage Job functions • Print • Over 25 job functions • Digital & social sites Washington, DC Purchase responsibility • Print, digital, broadcast • Over 40 product/service purchase categories Trade shows, webinars …and much more FEDERAL MEDIA & MARKETING STUDY 2019 6 Publications & Digital Sites Government Media Technology & Industry • Over 65 media properties • Over 20 media properties • New this year • New this year o FedSmith.com o Techwire.net o G2Xchange.com RouteFifty.com Social Media & Lifestyle o • Over 20 sites o American City and County o Governing o Government Technology Business & News Media • Over 30 media properties • New this year o ESPN.com FEDERAL MEDIA & MARKETING STUDY 2019 7 WASHINGTON METRO AREA Local Media: Print, Broadcast and Digital • 20 AM/FM radio stations • 11 television news networks • 10 early morning political commentary programs • Six local publications • Companion sites FEDERAL MEDIA & MARKETING STUDY 2019 8 New This Year • Demographics: Marital status, household composition, household income, resident status (e.g., own, rent), financial product and major purchase plans • News: “Go-to” sources • Mobile: Apps used, push notifications, podcasts • Events and Webinars: Deeper dive • Day in the Life: Media exposure throughout a typical day Demographics FEDERAL MEDIA & MARKETING STUDY 2019 10 DEMOGRAPHICS Agency Type & Location Agency Type Location 100% 84% 16% 0% Civilian or Independent Defense or Military Inside the Beltway Outside the Beltway What type of organization do you work for? Are you located in the Washington DC Metro Area? FEDERAL MEDIA & MARKETING STUDY 2019 11 TREND 2017-2019 Age 21 to 34 35 to 44 45 to 54 55+ 50% 46% 45% 39% 40% 34% 35% 33% 30% 27% 25% 21% 22% 22% 20% 17% 18% 15% 12% 10% 5% 5% 0% 2017 2018 2019 What is your age? FEDERAL MEDIA & MARKETING STUDY 2019 12 DEMOGRAPHICS Political Affiliation Republican 39% Independent/ No preference 30% Democrat 18% Other party 3% 0% 20% 40% 60% In politics today, do you consider yourself a Republican, a Democrat, or an Independent? FEDERAL MEDIA & MARKETING STUDY 2019 13 Top 10 Job Functions & Purchase Categories Job Function Product/Service Purchase Categories Project/program management and administration Computer systems/hardware Training, education Office equipment and supplies Administration and office services Education/training classes and services Accounting, budget and finance Communications/telecommunications Executive and command Cloud computing services Informational technology, computers, systems Cybersecurity Cybersecurity Big data/analytics Engineering/architecture Command and control systems/C4ISR Intel/security Furniture/furnishings Purchasing, contracting, procurement IT security Which of these categories best represents your area of responsibility at work? (select all that apply) In the past year, for which of the following products or services have you been involved in the acquisition/procurement process (specify, evaluate, recommend, approve or buy)? (select all that apply) Federal Environment FEDERAL MEDIA & MARKETING STUDY 2019 15 Tenure & Time Remaining in Federal Employment Total Years as a Federal Employee Years Until Leaving Federal Employment 20+ years 54% 10+ years 19% 16-19 years 12% 6-9 years 19% 11-15 years 14% 3-5 years 24% 6-10 years 13% 1-2 years 14% 1-5 years 6% Less than 1 year 14% Less than 1 year 2% Don’t know/Undecided 11% 0% 20% 40% 60% 0% 20% 40% How many years in total have you served as a federal government employee? (Include military service, if applicable.) In how many years do you plan to leave federal employment? FEDERAL MEDIA & MARKETING STUDY 2019 16 Future Plans Plans After Leaving Federal Employment Career Plans for the Next 5 Years Retire 47% Get a promotion 46% Work for a private for- profit business 28% Retire or leave federal government to work 39% Become self-employed 28% elsewhere Work for state or local government 19% Earn a degree/professional certificate 29% Work for a private nonprofit organization 12% Move to another federal Volunteer at an department/agency 20% organization without pay 11% 0% 20% 40% 60% 0% 20% 40% 60% What do you plan to do after you leave federal employment? (select all that apply) What are your career plans for the next 5 years? (select all that apply) FEDERAL MEDIA & MARKETING STUDY 2019 17 Top Work-Related Challenges Over Next Year Funding/budget 43% Leadership turnover 38% Employee morale 36% Staff recruitment 30% Retirement of current employees 28% Timing of when budget is approved 28% Changes in government policies 23% Planning for the next fiscal year 23% Potential threat of a shutdown 21% Use of new technologies 21% 0% 10% 20% 30% 40% 50% What do you see as the biggest work-related challenges coming over the next year in your agency? (select all that apply) FEDERAL MEDIA & MARKETING STUDY 2019 18 Mobile Devices in the Workplace Works in a Secure Space Where Personal Mobile Device Use in the Workplace Mobile Devices Are Prohibited A personal mobile device 32% Both a work and personal 21% mobile device 63% Yes No A work mobile device 12% 36% Do not use a mobile device 33% in my workplace 0% 20% 40% Do you spend the majority of your time at work in a secure space where personal mobile devices are prohibited? Which of the following do you use while you’re at your workplace? FEDERAL MEDIA & MARKETING STUDY 2019 19 Work Locations % Always/Often Traditional office space 83% Shared office space 29% Telework from home 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% How often do you work in each of the following locations? Media Results FEDERAL MEDIA & MARKETING STUDY 2019 21 Top Print Business & News Publications Read USA Today 47% Washington Post 45% The Wall Street Journal 41% The New York Times 32% Forbes 32% The Economist 31% Time 29% The Atlantic 25% Bloomberg BusinessWeek 23% Scientific American 22% 0% 10% 20% 30% 40% 50% From the list below, please indicate what print publications you read on a regular basis (3 of 4 issues) and which you occasionally read. FEDERAL MEDIA & MARKETING STUDY 2019 22 Top Print Federal & Congressional Publications Read Defense News 58% Army Times 47% Federal Times 36% Air Force Times 33% Jane's Defence Weekly 32% Navy Times 31% Aviation Week and Space Technology 28% Army Magazine 28% Politico 27% Air Force Magazine 26% 0% 10% 20% 30% 40% 50% 60% 70% From the list below, please indicate what print publications you read on a regular basis (3 of 4 issues) and which you occasionally read. FEDERAL MEDIA & MARKETING STUDY 2019 23 Top Federally Focused Digital Sites Visited DefenseNews.com 39% MilitaryTimes.com 36% ArmyTimes.com 33% NavyTimes.com 29% Top General Digital Sites MILITARY.com 27% 62% - Weather.com GovExec.com 27% 58% - FoxNews.com 44% - CNN.com AirForceTimes.com 26% 39% - AccuWeather.com FederalTimes.com 23% 39% - ABCNews.com AviationWeek.com 21% AUSA.org 20% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% From the list below, please indicate which of the following you access digitally (i.e. websites, mobile sites, apps) for news or information. FEDERAL MEDIA & MARKETING STUDY 2019 24 Top Apps Downloaded on Mobile Device Weather.com 30% FoxNews.com 18% AccuWeather.com 17% ESPN.com 13% ArmyTimes.com 11% CNN.com 9% WashingtonPost.com 8% Yahoo.com/News 6% NavyTimes.com 6% GovExec.com 5% 0% 5% 10% 15% 20% 25% 30% 35% Which of the following apps do you have downloaded on your mobile device? (select all that apply) FEDERAL MEDIA & MARKETING STUDY 2019 25 Go-To Print and Digital Media Property for News Go-To Government-Focused Media Property Go-To General Media Property Digital Print Digital Print Army Times 1% 15% FoxNews.com 27% Defense News 4% 6% Washington Post 5% 5% GovExec.com 8% The Wall Street Journal 2% 6% Air Force Times 3% 5% USA Today 1% 4% Navy Times 2% 5% The New York Times 2%2% Federal Times 2% 2% The Economist 1%3% MILITARY.com 3% NBCNews.com 3% Marine Corps Times 0%3% CNN.com 3% Aviation Week and…1%2% Spacenews.com 2% Air Force Magazine 3% Foreign Affairs 1% 1% 0% 5% 10% 15% 20% 0% 10% 20% 30% If you could only choose one government-focused media property as your “go-to” source for work-related news, which would you choose? If you could only choose one general media property as your “go-to” source for news, which would you choose? FEDERAL MEDIA & MARKETING STUDY 2019 26 Online Social Sites Top Online Social Sites Used Daily Online Social Site Use 90% 80% 78% Facebook 38% 70% 57% 60% Twitter 16% 50% 43% 43% 40% Instagram 16% 30% 20% 10% LinkedIn 12% 0% Facebook LinkedIn Instagram Twitter 0% 10% 20% 30% 40% 50% Please indicate how often you visit the following social networking sites:. FEDERAL MEDIA & MARKETING STUDY 2019 27 Lifestyle Media Streaming Services Amazon video/Prime video 65% Netflix 59% YouTube TV 40% OnDemand Cable or Satellite TV 37% Pandora 36% Hulu 33% Spotify 28% IHeartradio 24% Facebook Watch 19% SoundCloud 14% 0% 10% 20% 30% 40% 50% 60% 70% From the list below, please indicate which of the following you access.
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