Pan-European Launch Presentation SummaryMay 2012
Presentation Agenda 1. Introduction    → Background    → Coverage and Methodology 2. Findings    →   The Media Evolution  ...
Background•   As part of their research remit, IAB Europe conducts Mediascope Europe,    widely recognised as the industry...
Coverage and Methodology•   Conducted since 2003•   28 markets in February 2012                                           ...
The media evolution426.9mof Europeans areonline                      Total adult European population of 652.1million      ...
The European media consumption landscape                          Penetration         TV                 95%              ...
The European media consumption landscape                          Hours per week used         TV                  16.8hrs ...
Internet becomes ‘all consuming’ media device73%of Internet                + 10%*users watchTV online                     ...
Internet becomes ‘all consuming’ media device                        67%                        of Internet               ...
Internet becomes ‘all consuming’ media device                            91%                            of Internet       ...
Internet everywhere by any means    50.9m             of Europeans use a                      Tablet to go online         ...
Increasing choice of Internet access                                                           50.9m                    13...
The alternative ways of going online                13.3 hours spent online via                computer each week,        ...
The alternative ways of going online                9.3 hours per week spent,                mainly EVENING usage     6.8 ...
Increasing choice of Internet access 37% of all Internet users in Europe go online via more than one device A combination ...
Media multi-tasking means more active consumers48%                of Europeans use                the internet whilst     ...
TV and Internet multitasking across Europe                                                       59%                      ...
Relationship between content consumption on TV and online                                33%                              ...
Brand relationships grow via digital touchpoints  41%                of European Internet users agree that the way        ...
Internet influence on purchase decisions for products                              51%                              of all...
Spend online                €187,990                million                spent online in Europe                across a ...
Key study themes →   The Media Evolution →   Internet everywhere by any means →   Media multi-tasking means more active co...
Mediascope Europe – Pan-European Sponsors                                            23
Mediascope Europe – Western Europe Sponsors   AUSTRIA            BELGIUM        FRANCE                                    ...
Mediascope - Northern & Southern European Sponsors  DENMARK         FINLAND             GREECE                   PORTUGAL ...
Mediascope Europe – Central & Eastern European Sponsors     BULGARIA           CROATIA          HUNGARY                   ...
Mediascope Europe – Central &Eastern European Sponsors                     SERBIA            SLOVAKIA ROMANIA             ...
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Mediascope europe 2012_pan-european_launch_presentation_summary

  1. 1. Pan-European Launch Presentation SummaryMay 2012
  2. 2. Presentation Agenda 1. Introduction → Background → Coverage and Methodology 2. Findings → The Media Evolution → Internet everywhere by any means → Media multi-tasking means more active consumers → Brand relationships grow via digital touchpoints 2
  3. 3. Background• As part of their 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 similarities and differences → Identify changing media consumption patterns → Evolution of media multi-tasking and emerging and evolving online media → Video consumption, social media and e-commerce 3
  4. 4. Coverage and Methodology• Conducted since 2003• 28 markets in February 2012 Finland Norway Russia• Omnibus + online Sweden Czech Republic Denmark Poland• Over 50,000 interviews Ireland Ukraine UK Germany Slovakia• Quotas on age, gender, Netherlands Romania education and regional Hungary France distribution Bulgaria Belgium Turkey Italy Spain Slovenia Greece Portugal Switzerland Austria Croatia Serbia 4
  5. 5. The media evolution426.9mof Europeans areonline Total adult European population of 652.1million 5
  6. 6. The European media consumption landscape Penetration TV 95% +1%* Online 65% +19%* Radio 64% +3%* -6%* Newspapers 62% Magazines 48% +12%* *Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO 6
  7. 7. The European media consumption landscape Hours per week used TV 16.8hrs +11%* Online 14.8hrs +15%* Radio 12.7hrs Newspapers 4.6hrs -2%* Magazines 4.0hrs +3%* *Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO 7
  8. 8. Internet becomes ‘all consuming’ media device73%of Internet + 10%*users watchTV online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 8
  9. 9. Internet becomes ‘all consuming’ media device 67% of Internet + 54%* users listen to radio online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 9
  10. 10. Internet becomes ‘all consuming’ media device 91% of Internet + 25%* users read news online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 10
  11. 11. Internet everywhere by any means 50.9m of Europeans use a Tablet to go online 11
  12. 12. Increasing choice of Internet access 50.9m 139.2m 415.7m 40.7m Europeans using internet via each device weekly 12
  13. 13. The alternative ways of going online 13.3 hours spent online via computer each week, Predominantly used in the EVENING 9.4 hours per week spent, mainly DAY usage Amongst users 13
  14. 14. The alternative ways of going online 9.3 hours per week spent, mainly EVENING usage 6.8 hours per week spent, Predominantly used in the EVENING Amongst users 14
  15. 15. Increasing choice of Internet access 37% of all Internet users in Europe go online via more than one device A combination of computer and mobile is the most widely used approach 15
  16. 16. Media multi-tasking means more active consumers48% of Europeans use the internet whilst + 56%* they watch TV *since 2010 (EU15 - UK, FR, DE, IT, ES, NL, BE, DK, SE, NO, PL, PT, RU, CH, TR) 16
  17. 17. TV and Internet multitasking across Europe 59% in Northern Europe 58% 44% in Central & in Western Europe Eastern Europe 39% in Southern Europe Western Europe = UK, FR, DE, BE, CH, NL, AT, IE Northern Europe = NO, SE, DK, FI Southern Europe = ES, IT, PT, GR Central and Eastern Europe = BG, HR, CZ, HU, PL, RO, RU, RS, SK, SI, TR,UA 17
  18. 18. Relationship between content consumption on TV and online 33% of online activity related to the TV programme people are watching* *base: online European multi-taskers with TV 18
  19. 19. Brand relationships grow via digital touchpoints 41% of European Internet users agree that the way a brand communicates online is important 19
  20. 20. Internet influence on purchase decisions for products 51% of all European Internet users state the internet helps them choose better products /service 20
  21. 21. Spend online €187,990 million spent online in Europe across a 6 month period 13 is the average number of purchases made per €544 person in Europe across is the average amount spent per person in Europe across a 6 a 6 month period month period 21
  22. 22. Key study themes → The Media Evolution → Internet everywhere by any means → Media multi-tasking means more active consumers → Brand relationships grow via digital touchpoints → The internet is an entertainer and enabler → Connectivity via mobile phones increasing engagement → Consumers have instant access to information at their fingertips → Internet enriches consumer communication → Online plays a key function in the purchase funnel, online and offline 22
  23. 23. Mediascope Europe – Pan-European Sponsors 23
  24. 24. Mediascope Europe – Western Europe Sponsors AUSTRIA BELGIUM FRANCE IRELAND GERMANY UK SWITZERLAND 24
  25. 25. Mediascope - Northern & Southern European Sponsors DENMARK FINLAND GREECE PORTUGAL ITALY SPAIN 25
  26. 26. Mediascope Europe – Central & Eastern European Sponsors BULGARIA CROATIA HUNGARY CZECH REPUBLIC POLAND RUSSIA 26
  27. 27. Mediascope Europe – Central &Eastern European Sponsors SERBIA SLOVAKIA ROMANIA SLOVENIA TURKEY UKRAINE 27
  28. 28. The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. Thanks ☺ For more information mediascope@iabeurope.eu www.iabeurope.eu @IABEurope #Mediascope Get involved and use it!

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