Alison Fennah - Mediascope Europe 2012 from IAB

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Raziskava je bila letos prvič izvedena v 28 državah: Avstriji, Bolgariji, Hrvaški, Češki, Finski, Grčiji, Madžarski, Irski, Romuniji, Srbiji, Slovaški, Sloveniji, Ukrajini in še v Belgiji, Danski, Franciji, Nemčiji, Italiji, Nizozemski, Norveški, Poljski, Portugalski, Rusiji, Španiji, Švedski, Švici, Turčiji in Veliki Britaniji.

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Alison Fennah - Mediascope Europe 2012 from IAB

  1. 1. Alison  Fennah,  VP  Research  &  Marke5ng  IAB  Europe    Diggit    7th  June  @IABEurope            #Mediascope  
  2. 2. Background   •  As  part  of  its  research  remit,  IAB  Europe  conducts  Mediascope  Europe,  widely   recognised  as  the  industry  standard  consumer  research  study  on  the  European   media  landscape   •  The  broad  aim  of  this  study  is  to  capture  the  different  ways  in  which   consumers  are  developing  across  Europe  and  assess  their  similari5es  and   differences     →  Iden5fy  changing  media  consump5on  paKerns   →  Evolu5on  of  media  mul5-­‐tasking  and  emerging  and  evolving  online   media   →  Video  consump5on,  social  media  and  e-­‐commerce   2
  3. 3. Presenta5on  Agenda   1.  Introduc5on         → Coverage  and  Methodology   → Sponsors   2.  First  Glimpse  of  Findings         → The  Media  Evolu5on   → Internet  everywhere  by  any  means     → Media  mul5-­‐tasking  means  more  ac5ve  consumers   → Brand  rela5onships  grow  via  digital  touchpoints   3
  4. 4. Coverage  and  Methodology   •  28  markets  in  February  2012   •  Omnibus  +  online     Finland   Norway   Russia   •  Over  50,000  interviews   Sweden   Czech   Republic   Denmark   Poland   •  Quotas  on  age,  gender,   Ireland     Ukraine   educa5on  and  regional   UK   Germany   Slovakia   distribu5on   Netherlands   Romania   Hungary   France   Bulgaria   Belgium   Turkey   Italy   Spain   Slovenia   Greece   Portugal   Switzerland   Austria   CroaJa   Serbia   4
  5. 5. Mediascope  Europe  -­‐  Sponsors   Mediascope  Europe  2012  is  supported  by  over   100  leading  media  companies,  local  IABs  and   other  trade  associa5ons    *  The  study  is  produced  with  the  support  of  members  and  non-­‐members  of  IAB  Europe  and  in  the  case  of  non-­‐members  this  does  not  imply  any  rela5onship  with  IAB  Europe  other  than  that  of  Mediascope  Europe  sponsor   5
  6. 6. Mediascope  Europe  –  Local  Sponsors  -­‐  Slovenia 6
  7. 7. The  media  evolu5on   426.9m   of  Europeans  are   online   Total  adult  European  popula5on  of  652.1million   7
  8. 8. The  European  media  consump5on  landscape   PenetraJon 96%   1%   TV   95%   Since  2010*   19%   Online   77%   65%   Since  2010*   3%   Radio   85%   64%   Since  2010*   6%   Newspapers     71%   62%   Since  2010*   12%   Magazines   51%   48%   Since  2010*   *Based  on  EU10   8
  9. 9. The  European  media  consump5on  landscape   Hours  per  week  used 12.1  hrs   16.8hrs   11%   TV   Since  2010*   15%   Online   13.6  hrs   14.8hrs   Since  2010*   Radio   15.4  hrs   12.7hrs   2%   Newspapers 4.1  hrs       4.6hrs   Since  2010*   3%   Magazines   3.5  hrs   4.0hrs   Since  2010*   *Based  on  EU10   9
  10. 10. The  European  TV  consump5on   14   hours/week  in   Northern   Europe   16   hours/week  in   17.7   hours/week  in   Western   Central  &   Europe   Eastern  Europe   16.7   hours/week  in   Southern   Europe   EU  average  =  16.8hs   10
  11. 11. The  European  radio  consump5on   85%   in  Northern   Europe   82%   in  Western   48%   in  Central  &   Europe   Eastern  Europe   68%   in  Southern   Europe   EU  average  =  64%   11
  12. 12. The  European  newspapers  consump5on   82%   in  Northern   Europe   70%   in  Western   56%   in  Central  &   Europe   Eastern  Europe   59%   in  Southern   Europe   EU  average  =  62%   12
  13. 13. The  European  Internet  consump5on   87%   in  Northern   Europe   81%   in  Western   55%   in  Central  &   Europe   Eastern  Europe   61%   in  Southern   Europe   EU  average  =  65%   13
  14. 14. The  European  Internet  consump5on   14.8   hours/week  in   Northern   Europe   14   hours/week  in   16.1   hours/week  in   Western   Central  &   Europe   Eastern  Europe   13.8   hours/week  in   Southern   Europe   EU  average  =  14.8hs   14
  15. 15. Internet  becomes  ‘all  consuming’  media  device  73%  of  Internet   +  10%*   65%  users  watch  TV  online   *based  on  monthly  use,  since  2010  (EU10)     15
  16. 16. Internet  becomes  ‘all  consuming’  media  device   67%   of  Internet   +  54%*   76%   users  listen  to   radio  online  *based  on  monthly  use,  since  2010  (EU10)     16
  17. 17. Internet  becomes  ‘all  consuming’  media  device   91%   of  Internet   +  25%*   users  read   news  online   92%   *based  on  monthly  use,  since  2010  (EU10)     17
  18. 18. Internet  everywhere  by  any  means   Mediascope  Europe  2012  shows  how   mulJple  connected  devices  are   impacJng  online  behaviour 18
  19. 19. Increasing  choice  of  Internet  access   37%  of  all  Internet  users  in  Europe  go  online  via  more  than  one  device   23%   19
  20. 20. The  alterna5ve  ways  of  going  online   13.3  hours  spent  online  via   computer  each  week,   12.8   Predominantly  used  in  the   hours   EVENING   9.4  hours  per  week  spent,   mainly  DAY  usage     4.7   hours   Amongst  users   20
  21. 21. Media  mul5-­‐tasking  means  more  ac5ve  consumers   48%   of  Europeans  use   the  internet  whilst   +  56%*   they  watch  TV *since  2010  (EU15)     21
  22. 22. TV  and  Internet  mul5-­‐tasking  across  Europe   59%   in  Northern   56%   Europe   58%   in  Western   44%   in  Central  &   Europe   Eastern  Europe   39%   in  Southern   Europe   EU  average  =  48%   22
  23. 23. TV and Internet multitasking – time spent 67% of  European  tablet  users  watch  TV   whilst  they  are  online  on  a  tablet 23
  24. 24. TV and Internet multitasking – time spent     2.8  hrs     per week spent   watching TV and using the   internet at the   same time     24
  25. 25. Rela5onship  between  content  consump5on  on  TV  and  online     26%   33%     of  online   acJvity  related   to  the  TV   programme   people  are   watching*   *base:  online  European  mul5taskers  with  TV     25
  26. 26. Rela5onship  between  content  consump5on  on  TV  and  online   Programme Genre likely to be watching Entertainment 63% News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13% 26
  27. 27. Rela5onship  between  content  consump5on  on  TV  and  online   Programme Genre likely to be watching Entertainment 63% Southern Europe News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13% 27
  28. 28. Rela5onship  between  content  consump5on  on  TV  and  online   Programme Genre likely to be watching Entertainment 63% News 61% Central & Eastern Documentary 35% Europe Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13% 28
  29. 29. Rela5onship  between  content  consump5on  on  TV  and  online   Programme Genre likely to be watching Entertainment 63% News 61% Documentary 35% Sport 31% Western Europe Music 27% Lifestyle 18% Adverts/Advertising 13% 29
  30. 30. Rela5onship  between  content  consump5on  on  TV  and  online   Programme Genre likely to be watching Entertainment 63% News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Northern Europe Adverts/Advertising 13% 30
  31. 31. Brand  rela5onships  grow  via  digital  touchpoints   Mediascope  Europe  2012  showing  how   brand  relaJonships  are  growing  via  digital   touchpoints   31
  32. 32. Benefits  users  get  via  digital     81%         80%   of  all  European   Internet  users  state   the  internet  helps   them  manage  their   lifestyle   3%     Since  2010   Based  on  EU10   32
  33. 33. Internet  influence  on  purchase  decisions  for  products   50%         51%  of  all  European   Internet  users  state   the  internet  helps   them  choose  beKer   products  /service           27%   28%  follow  their   favourite  brands   online     33
  34. 34. Spend  online   €187,990   million   spent  online  in  Europe   across  a  6  month  period   8   13     is  the  average  number   of  purchases  made  per   €544   is  the  average  amount  spent   person  in  Europe   across  a  6  month   €319   per  person  in  Europe  across  a  6   period month  period   %s  Among  Social  Networking  users   34
  35. 35. Consumers  connec5ng  via  mul5ple  touch-­‐points   Smart  phone  users:   → 48%  are  interested  in  locaJon-­‐ based  vouchers   → 41%  are  interested  in   downloading  a  mobile  phone   app   → 32%  are  interested  in  QR  codes   35
  36. 36. To  summarise   Accessing  the  internet  is  no   The  Internet  is  increasingly   longer  solely  via  tradi5onal   becoming  the  choice  for   computer  with  people   consump5on  of  other  media  –  TV,   accessing  more  and  more   radio,  newspapers   via  mobiles,  tablets  and   games  consoles   The  Internet  influences   people’s  percep5ons  of   Increasingly  people  are  watching  TV   brands  and  products,   and  using  the  internet  at  the  same   although  this  could  be   5me,  growing  tablet  ownership   further  maximised   levels  will  only  drive  this  media   convergence  higher   36
  37. 37. What’s  next?  
  38. 38. More  themes  to  explore         →  The  internet  is  an  entertainer  and  enabler   →  Connec5vity  via  mobile  phones  increasing  engagement   →  Consumers  have  instant  access  to  informa5on  at  their  finger5ps   →  Internet  enriches  consumer  communica5on   →  Online  plays  a  key  func5on  in  the  purchase  funnel,  online  and      offline   38
  39. 39. Accessing  the  data   Subscribe!   Presenta5ons   Find  out  more  from  IAB   Data  in  tools   Europe   39
  40. 40. Thanks to all!mediascope@iabeurope.euwww.iabeurope.eu@IABEurope#MediascopeGet  involved  and  use  it!

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