{"id":4576,"date":"2018-11-07T16:03:05","date_gmt":"2018-11-07T21:03:05","guid":{"rendered":"http:\/\/stage.hearts-science.com\/reaching-the-unreachables\/"},"modified":"2019-02-08T16:50:06","modified_gmt":"2019-02-08T21:50:06","slug":"acceder-aux-inaccessibles","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/fr-ca\/acceder-aux-inaccessibles\/","title":{"rendered":"Acc\u00e9der aux inaccessibles"},"content":{"rendered":"<h2><b>Qui sont les consommateurs inaccessibles?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Ce sont les consommateurs impossibles \u00e0 saisir \u00e0 l\u2019aide des normes actuelles de mesure de l\u2019audience t\u00e9l\u00e9visuelle, car ils consomment des m\u00e9dias sur leur appareil mobile ou avec un service par contournement (\u00ab\u00a0over the top\u00a0\u00bb ou OTT). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Avec nos partenaires chez Omnicom Media Group, nous avons entrepris une vaste \u00e9tude sur les consommateurs des g\u00e9n\u00e9rations\u00a0X et du mill\u00e9naire. Nous voulions suivre l\u2019\u00e9volution de leurs habitudes de visionnement, surtout celles des plus jeunes, et conna\u00eetre les r\u00e9percussions de cette attention non capt\u00e9e.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Voici quelques exemples d\u2019appareils utilis\u00e9s par ces <\/span><i><span style=\"font-weight: 400;\">consommateurs <\/span><\/i><span style=\"font-weight: 400;\">inaccessibles:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Appareils mobiles et tablettes<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Contenu des services OTT comme Hulu ou Netflix<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consoles de jeux<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">T\u00e9l\u00e9viseurs intelligents<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vid\u00e9o sur demande comme YouTube<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Plus particuli\u00e8rement, nous avons constat\u00e9 que ces populations de mill\u00e9niaux et de la g\u00e9n\u00e9ration\u00a0X (MGX) repr\u00e9sentent la majorit\u00e9 des consommateurs inaccessibles.<\/span><\/p>\n<div id=\"attachment_3588\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3588\" class=\"wp-image-3585 size-large\" src=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-1024x515.png\" alt=\"\" width=\"1024\" height=\"515\" srcset=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-1024x515.png 1024w, https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-300x151.png 300w, https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-768x386.png 768w, https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0.png 1222w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><p id=\"caption-attachment-3588\" class=\"wp-caption-text\">Statistiques de Forces du changement tir\u00e9es de l\u2019\u00e9tude sur <a href=\"https:\/\/www.hearts-science.com\/force\/the-unreachables\/\">les consommateurs inaccessibles<\/a>.<\/p><\/div>\n<h2><b>Quelle forme prend leur consommation?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Quand on examine le comportement des consommateurs MGX, on voit tout de suite qu\u2019ils ne regardent pas la t\u00e9l\u00e9 comme le faisaient les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes. En fait, ils utilisent plut\u00f4t les services et appareils OTT. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">S\u2019ils ne passent pas beaucoup de temps \u00e0 regarder la t\u00e9l\u00e9, ils visionnent tout de m\u00eame 30\u00a0heures de vid\u00e9o par semaine. <a href=\"https:\/\/www.hearts-science.com\/wp-content\/themes\/hearts\/downloads\/Forces_of_Change_Unreachables_Ebook-1.pdf\" target=\"_blank\" rel=\"noopener\">Pour les deux tiers, ce temps est consacr\u00e9 aux appareils OTT<\/a>, et c\u2019est pourquoi ces consommateurs n\u2019apparaissent pas dans les syst\u00e8mes conventionnels de mesure de l\u2019audience.<\/span><\/p>\n<p><b>Article connexe\u00a0: <\/b><a href=\"https:\/\/www.hearts-science.com\/fr-ca\/5-ways-to-track-consumers-across-marketing-channels\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">5 fa\u00e7ons de suivre les consommateurs dans diff\u00e9rents canaux de marketing<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">D\u2019apr\u00e8s ce que disent les r\u00e9pondants dans certaines \u00e9tudes, 31% de la g\u00e9n\u00e9ration du mill\u00e9naire et 24% de la g\u00e9n\u00e9ration\u00a0X n\u2019h\u00e9siteraient pas \u00e0 payer pour visionner du contenu, contrairement \u00e0 15% des baby boomers et 6% de la g\u00e9n\u00e9ration silencieuse.<sup>1<\/sup><\/span><span style=\"font-weight: 400;\">\u00a0Si les consommateurs MGX payent pour visionner des m\u00e9dias en ligne, il s\u2019ensuit qu\u2019ils auront moins tendance \u00e0 payer pour un service de t\u00e9l\u00e9vision classique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En fait, notre recherche confirme qu\u2019ils regardent de moins en moins la t\u00e9l\u00e9 au fil des ans.<br \/>\n<\/span><\/p>\n<div id=\"attachment_3570\" style=\"width: 831px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-1.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3570\" class=\"wp-image-3567 size-full\" src=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-1.png\" alt=\"\" width=\"821\" height=\"443\" srcset=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-1.png 821w, https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-1-300x162.png 300w, https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-1-768x414.png 768w\" sizes=\"auto, (max-width: 821px) 100vw, 821px\" \/><\/a><p id=\"caption-attachment-3570\" class=\"wp-caption-text\">Statistiques de Forces du changement tir\u00e9es de l\u2019\u00e9tude sur <a href=\"https:\/\/www.hearts-science.com\/force\/the-unreachables\/\" target=\"_blank\" rel=\"noopener\">les consommateurs inaccessibles<\/a>.<\/p><\/div>\n<p><span style=\"font-weight: 400;\">D\u2019ailleurs, les mill\u00e9niaux regardent la t\u00e9l\u00e9 deux fois moins que les autres populations. Deux fois plus souvent, ils se tournent vers des services vid\u00e9o OTT comme Hulu et YouTube.<sup>2<\/sup><\/span><\/p>\n<h2><b>En quoi cela int\u00e9resse les annonceurs?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Si les consommateurs MGX ne regardent plus la t\u00e9l\u00e9, les marques disposent de moins de canaux pour les rejoindre. Et si la port\u00e9e d\u2019une marque diminue, elle aura d\u2019autant moins d\u2019occasions d\u2019attirer de nouveaux clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les auditoires MGX ont un pouvoir d\u2019achat tr\u00e8s \u00e9lev\u00e9, surtout les mill\u00e9niaux, qui sont plus nombreux.<\/span><span style=\"font-weight: 400;\">\u00a0En 2017 aux \u00c9tats-Unis, la g\u00e9n\u00e9ration du mill\u00e9naire comptait 72\u00a0millions de personnes et la g\u00e9n\u00e9ration\u00a0X, 66\u00a0millions. Cela repr\u00e9sente des millions de consommateurs qui sont hors d\u2019atteinte des outils de marketing conventionnels.<sup>3<\/sup><\/span><\/p>\n<div id=\"attachment_3606\" style=\"width: 869px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-2.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3606\" class=\"wp-image-3603 size-full\" src=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-2.png\" alt=\"\" width=\"859\" height=\"400\" srcset=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-2.png 859w, https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-2-300x140.png 300w, https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/pasted-image-0-2-768x358.png 768w\" sizes=\"auto, (max-width: 859px) 100vw, 859px\" \/><\/a><p id=\"caption-attachment-3606\" class=\"wp-caption-text\">Statistiques de Forces du changement tir\u00e9es de l\u2019\u00e9tude sur <a href=\"https:\/\/www.hearts-science.com\/force\/the-unreachables\/\">les consommateurs inaccessibles<\/a>.<\/p><\/div>\n<h2><b>\u00c9largir la port\u00e9e de votre marque<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Pour avoir acc\u00e8s aux consommateurs inaccessibles, les marques doivent envisager des outils diff\u00e9rents de ceux normalement utilis\u00e9s pour la planification et la mesure des audiences t\u00e9l\u00e9visuelles. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Notre liste de contr\u00f4le de marketing contient des id\u00e9es pour les rejoindre:<\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Comprendre le comportement des consommateurs<\/span><\/span><\/span><br \/>\n<b>Article connexe\u00a0: <\/b><a href=\"https:\/\/www.hearts-science.com\/fr-ca\/connecting-with-consumers-in-screens-of-net-attention\/\">Attirer l\u2019attention de l\u2019audience Internet<\/a><\/li>\n<li style=\"font-weight: 400;\">Trouver le temps et le budget pour apprendre ce que font les diff\u00e9rentes plateformes m\u00e9dia pour votre marque<\/li>\n<li style=\"font-weight: 400;\">Utiliser votre influence pour acc\u00e9l\u00e9rer l\u2019adoption de kits de d\u00e9veloppement logiciel (Software Development Kits\u00a0\u2013SDK) ouverts et standardis\u00e9s (<a href=\"https:\/\/www.hearts-science.com\/wp-content\/themes\/hearts\/downloads\/Forces_of_Change_Unreachables_Ebook-1.pdf\" target=\"_blank\" rel=\"noopener\">Voir la page\u00a012 du rapport int\u00e9gral<\/a> pour en savoir davantage)<\/li>\n<li style=\"font-weight: 400;\">S\u2019appuyer sur ses propres donn\u00e9es pour en savoir davantage sur le cheminement des consommateurs inaccessibles<\/li>\n<li style=\"font-weight: 400;\">Examiner son propre contenu \u00e0 travers les yeux des consommateurs inaccessibles<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u00ab\u00a0C\u2019est \u00e0 nous de garder le doigt sur le pouls de la soci\u00e9t\u00e9 et de comprendre le chemin pris par les clients pour nous trouver.\u00a0\u00bb<br \/>\n<\/span><\/i><i><span style=\"font-weight: 400;\">\u2014Heidi Jessop Maund, directrice du cybercommerce, Natori<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Pour en savoir davantage sur l\u2019acc\u00e8s aux consommateurs inaccessibles, lisez la version int\u00e9grale du <\/span><a href=\"https:\/\/www.hearts-science.com\/force\/the-unreachables\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">rapport de Forces du changement<\/span><\/a><span style=\"font-weight: 400;\">. Vous pouvez aussi prendre contact avec nous pour demander un coup de main! Nous sommes experts en comportement des consommateurs et en utilisation de donn\u00e9es pour entrer en relation avec les gens.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qui sont les consommateurs inaccessibles? Ce sont les consommateurs impossibles \u00e0 saisir \u00e0 l\u2019aide des normes actuelles de mesure de l\u2019audience t\u00e9l\u00e9visuelle, car ils consomment des m\u00e9dias sur leur appareil mobile ou avec un service par contournement (\u00ab\u00a0over the top\u00a0\u00bb ou OTT). Avec nos partenaires chez Omnicom Media Group, nous avons entrepris une vaste \u00e9tude [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":6839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[129],"tags":[],"class_list":["post-4576","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-levolution-du-client-fr-ca-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Acc\u00e9der aux inaccessibles &#8211; Hearts &amp; Science<\/title>\n<meta name=\"description\" content=\"Ce sont les consommateurs impossibles \u00e0 saisir \u00e0 l\u2019aide des normes actuelles de mesure de l\u2019audience t\u00e9l\u00e9visuelle...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/fr-ca\/acceder-aux-inaccessibles\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Acc\u00e9der aux inaccessibles\" \/>\n<meta property=\"og:description\" content=\"Ce sont les consommateurs impossibles \u00e0 saisir \u00e0 l\u2019aide des normes actuelles de mesure de l\u2019audience t\u00e9l\u00e9visuelle, car ils consomment des m\u00e9dias sur leur appareil mobile ou avec un service par contournement.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hearts-science.com\/fr-ca\/acceder-aux-inaccessibles\/\" \/>\n<meta property=\"og:site_name\" content=\"Hearts &amp; 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