Action Global Communications, the award-winning independent network specializing in communication strategy and marketing, presents the findings of its large-scale research, "Media Navigator by Action". The study, conducted in collaboration with 3GEM Research & Insights, involved a total of 2,750 participants. It aimed to provide useful insights for developing targeted and effective communication strategies that resonate with the current media landscape. The research spanned seven different markets within Action's network: Cyprus, Greece, Bulgaria, Kazakhstan, the United Arab Emirates, Qatar, and Saudi Arabia, delving into users' media usage and consumption as well as the public perception of these media. The study included traditional and digital media, as well as social networking platforms.

1. Users are more informed than ever, adopting multiple channels to access content, each for different purposes. Consequently, it's crucial for brands to follow a holistic and integrated approach, effectively utilizing each channel, whether traditional or digital.

2. Understanding the unique characteristics of each market plays a significant role in building and implementing the right strategy.

3. While the credibility of social media continues to be evaluated, we can't overlook the effectiveness of influencer marketing in building trustful relationships with a brand.

4. Podcasts are increasingly gaining popularity and evolving as a powerful, new medium.

The "Media Navigator by Action" research findings emphasize the importance of thoroughly understanding both the audience and the media landscape on a local level. A deep comprehension of the diverse and particular cultural elements of a market, such as values and beliefs, is of utmost importance for creating interaction with the respective audience.

• 52% of participants indicated that they are more likely to form a positive opinion about brands that position themselves on social and environmental issues in their communications.

• Half of the participants in Cyprus stated they are more inclined to trust and interact with brands whose communication and campaigns resonate with local culture and values.

• 72% of participants prefer to interact with brands via social media, with the rate increasing to 85% among those aged 18-24.

• 60% find news portals to be the most reliable source of information, followed by television.

• 55% consider traditional news sources, including newspapers and television, as very reliable.

• 9 out of 10 participants deem it extremely or very important to access diverse news sources for a more rounded perspective.

• 92% of participants use Instagram, with this percentage increasing among the 18-24 age group. Conversely, 88% use Facebook, with this figure decreasing in the 18-24 demographic.

• 62% regularly use TikTok, with this figure rising to 79% among those aged 18-24.

• 66% of participants regularly listen to podcasts, with 39% listening at least monthly.

• 59% have made purchasing decisions or formed opinions influenced by influencers, with this percentage rising to 75% among the 18-24 age group.

As noted by Chris Christodoulou, CEO of Action Global Communications, Action's inaugural survey arrives at a time when the media landscape is rapidly evolving and consumers have many different options in how they interact with content, brands, and each other.

"In today's fast-changing and dynamic environment, it's crucial for brands to stay ahead of developments and understand the nuances in their audience's behaviors and preferences," Mr. Christodoulou commented. "A deeper knowledge of consumer habits and perceptions today will enable marketing and communication decision-makers to design more effective strategies and allocate their budgets more appropriately. Understanding the differences in each market is equally important, as consumer behavior can vary significantly by market, as also confirmed by our research."

"The 'Media Navigator by Action' study offers valuable insights for brands looking to navigate the complex and constantly evolving media landscape," said Natasa Perdiou, Country Manager of Action Cyprus. "Aligning marketing and communication strategies with consumer behavior and preferences enables brands to effectively connect with their audience, thereby building even stronger relationships with them."

You can view the infographic summarizing the study's findings in Cyprus here: https://actionprgroup.com/infographic-of-cyprus/