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2014 Is The Year Of Media Complexity In The Government Sector

  (June 05, 2014)
2014 Is The Year Of Media Complexity In The Government Sector

Chantilly, Va. (PRWEB) June 05, 2014

According to the findings from the 2014 Federal Media and Marketing Study (FMMS), government decision-makers are accessing information through an increasingly complex mixture of print, digital, mobile and social media.

In addition, mobility has become a major influencer on how government executives consume information dramatically changing reading habits and reinforcing the need for government contractors to develop highly comprehensive strategies for influencing federal decision-makers.

In its sixth year, the study was released today by leading government market research firm, Market Connections, Inc., and Sara Leiman, VP media director at TMP Government. Lisa Dezzutti, president and CEO of Market Connections and Sara Leiman presented findings from the 2014 study at a sold-out breakfast at the Gannett Conference Center in McLean, VA.

The way government executives consume media is continuing to shift in the same directions as consumers through multiple channels, said Dezzutti. As such, the days of focusing media buying on just print and radio have gone by the wayside. To keep up with this new media landscape, contractors need to develop highly diverse strategies for influencing potential government buyers.

In addition to Dezzutti and Leiman, other speakers at todays event included Patrick Burns, senior director, U.S. public sector marketing, NetApp; Nettie Johnson, vice president, marketing communications, Lockheed Martin; Mark Meudt, vice president, communications and marketing, General Dynamics Information Technology (GDIT); and Rebecca Umberger, director, public sector marketing, Dell Software. The speakers shared information from this years Federal Media and Marketing Study and recommendations for government contractors to enhance marketing and business development efforts in an extended era of budget constraints where reaching government decision-makers has become even more challenging.

With more than 3,700 federal decision-makers participating, the study aggregates how they consume print, television, radio, mobile, social media and Internet-based news media. Demographic, job function and purchasing data allows cross tabulation to help marketers and communications professionals target the right federal executives in the right places.

Highlights of the study include:

  •     Mobile device usage is significantly up. Eighty percent of government decision-makers are now using smartphones, up from 73% in 2013 and 63% in 2012. This shift reinforces that any lingering security issues are being mitigated and new BYOD strategies are being effectively implemented.
  •     Despite rise in mobility, print is still not dead. Federal decision-makers are still reading print publications, with a 40% split not having a preference between print and online and 19% reading only printed content, as compared to 21% in 2013. This continues to reinforce that marketers need to consider a combination of print, digital and mobile when developing marketing strategies.
  •     Impact of shrinking budgets on travel and events. Due to the current budget climate, 69% of defense and 68% of the civilian respondents are traveling out of town less. In addition, 59% of civilian and 58% defense respondents are attending fewer conference and seminars. Meanwhile, 33% of defense and 57% of civilian respondents are participating in more webinars.
  •     Social media use has continued to level off. Survey respondents reported use of Facebook, LinkedIn and YouTube remaining about the same as in 2013. Fifty seven percent use Facebook, 41% use LinkedIn and 47% use YouTube. New to the study in 2013 was Google+, with 33% of respondents using the online social network (no change from last year).
  •     Sport event attendance and viewing. New to the 2014 survey, the study assessed government decision-makers attendance of professional sports events in the Washington, D.C. area. Thirty one percent of respondents attended Washington Nationals games, while 13% are going to Redskins games, and 10% attended Wizards games. In addition, 58% of respondents watch professional football on the television.
  •     Airport usage. Also new to the 2014 study, was a question about which airports in the region are most used by government buyers. Respondent stated that they have taken 1 to 4 trips through Reagan National (37%), Dulles International (36%) and Baltimore-Washington International (30%).
As we saw last year, media habits inside the beltway are very different than outside the beltway, added Leiman. Government executives inside the beltway continue to consume a mixture of media from multiple channels, however often times the channel mix is different from their counterparts outside the beltway. In addition, we are seeing social media usage among defense executives increasing and e-newsletters remain very important for this audience.

Additional new data in the 2014 study includes:

  •     Time spent accessing media on an average workday
  •     Weekend morning TV news viewership
  •     Local TV and radio websites accessed from a mobile device
  •     New graphing feature in media tool
A detailed overview of the study results is available for download at

Market Connections has made the data from this study available via a dynamic online 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

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:

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