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Mediascope-europe-2012-overview

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  • 1. ES ResultsES ResultsJune 2012
  • 2. Presentation Agenda 1. Introduction → Background → Coverage and Methodology 2. Main Findings 2 Main Findings → 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 The Internet is an entertainer and enabler → Connectivity via mobile phones increasing engagement → Instant access to information at consumers fingertips → Internet enriches consumer communication → Online plays a key function in the purchase funnel 2
  • 3. Background• As part of their research remit, the IAB Europe conducts Mediascope Europe,  widely recognised as the industry standard consumer research study on the  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  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 Evolution of media multi‐tasking and emerging and evolving online media → Video consumption, social media and e‐commerce 3
  • 4. Coverage and Methodology• Fieldwork took place in 28  markets in February 2012 markets in February 2012• An Omnibus + Online  Finland methodology was used across  Norway Russia all countries totalling nearly  all countries totalling nearly Sweden Czech 50,000 interviews Republic• The application of quotas  Denmark Poland ensured that representative  ensured that representative Ukraine Ireland UK samples were achieved in  Germany Slovakia each Market Netherlands Romania → quotas on age, gender,  t d Hungary France education and regional  Bulgaria distribution were  Belgium Turkey Italy applied Spain Slovenia Greece Portugal Switzerland Austria Croatia Serbia 4
  • 5. The Media evolution27.1m27 1mSpanish are online p Total adult Spain population of 39.6 million 5
  • 6. The Internet evolution 68% of all Spanish are  Increased 17%  since 2010  online li EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%   Spanish Internet users  Spanish Internet users Increased 8%  spend on average  since 2010  14.1hrs online per  week EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1   6
  • 7. The Spanish media consumption landscape Penetration 4% EU: 95%,  TV 97% Since 2010* WE:94%, NE:95%,  WE 94% NE 95% SE:97%, CEE:95%   EU: 65%,  17% Online 68% Since 2010* WE:81%, NE:87%,  WE:81% NE:87% SE:61%, CEE:55%   EU: 64%,  6% Radio R di 72% Since 2010* WE:82%, NE:85%,  SE:68%, CEE:48%   EU: 62%,  5% Newspapers 59% Since 2010* WE:70%, NE:82%,  SE:59%, CEE:56%   EU: 48%,  EU: 48%, 18% Magazines 27% Since 2010* WE:63%, NE:62%,  SE:43%, CEE:39%   7
  • 8. The Spanish media consumption landscape Hours per week used EU: 16.8  16% TV 15.1hrs 15 1hrs Since 2010* WE:16.0, NE:14.0,  WE:16 0 NE:14 0 SE:16.7, CEE:17.7   EU: 14.8  8% Online 14.1hrs 14 1hrs Since 2010* WE:14.0, NE:14.8,  WE 14 0 NE 14 8 SE:13.8, CEE:16.1  EU: 12.7 Radio R di 12.1hrs 12 1hrs 4% Since 2010* WE:13.4, NE:13.5,  SE:10.6, CEE:12.9   EU: 4.6  11% Newspapers 4.1hrs 4 1h Since 2010* WE:4.8, NE:4.9,  SE:4.2, CEE:4.6   EU: 4.0  EU: 4.0 No change N h Magazines 3.6hrs Since 2010* WE:4.0, NE:3.6,  SE:3.5, CEE:4.2   8
  • 9. Internet becomes ‘all consuming’ media device 68% EU: 73%  WE:67%  NE:81%  SE:65%  CEE:81%  of Spanish Internet  of Spanish Internet users watch TV  online 8% watch TV online at least daily A further 21% watch TV at least weekly 9
  • 10. Internet becomes ‘all consuming’ media device EU: 67%  62% of Internet users  listen to the radio  online 10% listen to the radio online at least daily WE:61%  WE:61% NE:67%  SE:64%  CEE:73%  A further 16% listen at least weekly A further 16% listen at least weekly Based on monthly use, the proportion of  internet users listening to the radio online  is up 15% since 2010  88% EU: 91%  of Internet users  of Internet users WE:86%  read news online NE:94%  SE:91%  36% read news online at least daily CEE:96%  A further 21% read news at least weekly A further 21% read news at least weekly 10
  • 11. Internet everywhere by any means 2.2m 2 2m Spanish use a Tablet  to go online t li 11
  • 12. Increasing choice of Internet access Accessing the internet via the computer is the most popular  g p p p method – Used by 26.6 million Spanish (67% ‐ EU:64%) However 35% of all Internet users in Spain (EU:37%) go online via more 35% of all Internet users in Spain (EU:37%) go online via more  than one device 12
  • 13. The alternative ways of going online 8.5m Spanish go online using  a mobile a mobile → 21% of Spanish (EU:21%) → Increase in usage from 7% to 21% → Spend on average 10 1 hours per Spend on average 10.1 hours per  week (EU:9.4hrs) → 85% use their mobile to go online  during the day 2.2m Spanish go online  using a tablet using a tablet → 5% of Spanish (EU:8%) → Spend on average 8 hours per week  (EU:9.3hrs) (EU 9 3h ) → 68% use their tablet to go online in  the evening 13
  • 14. The alternative ways of going online 1.6m Spanish go online using  a games console a games console → 4% of all Spanish (EU:6%) 14
  • 15. Advancing technologies in household ES EUHome desktop computer 70% 62% WE:62%, NE:63%,  SE:63%, CEE:63%   SE 63% CEE 63%Laptop computer 63% 56% WE:68%, NE:77%,  SE:58%, CEE:46%  Netbook computer 10% 14% % WE:16%, NE:11%,  SE:16%, CEE:11%  Tablet Device 9% 9% WE:13%, NE:13%,  SE:7%, CEE:7%  E‐Reader 5% 6% WE:10%, NE:2%,  SE:3%, CEE:5%  HDTV 33% 35% WE:50%, NE:48%,  SE:32%, CEE:24%  Internet enabled TV 17% 16% WE:19%, NE:20%,  SE:12%, CEE:16%   15
  • 16. Media multi‐tasking means more active consumers 39% of Spanish are  Increased  online whilst  li hil 77% since  watching TV 2010  EU: 48% WE:58% NE:59% SE:39% CEE:44%  16
  • 17. Relationship between content consumption on TV and online 2 hours per week across Spain  (EU:2.8hrs) is spent watching  TV and online at the same time  (13%  (EU:16%) of all time  Among Spanish who watch TV  spent watching TV) and are online concurrently,  17% EU: 33% state the online activity is  likely to be related to the TV  p g programme they are  y watching 17
  • 18. Relationship between content consumption on TV and onlineProgramme Genre likely to be watching lk l b h ES EU Entertainment 70% 63% WE:65%, NE:62%,  SE:71%, CEE:60%   News 50% 61% WE:52%, NE:47%,  5 %, %, SE:56%, CEE:70%   Documentary 32% 35% WE:41%, NE:35%,  SE:33%, CEE:31%   Sport 27% 31% WE:32%, NE:27%,  WE 32% NE 27% SE:28%, CEE:31%   Music 12% 27% WE:28%, NE:21%,  SE:23%, CEE:27%   Lifestyle 6% 18% WE:23%, NE:25%,  SE:13%, CEE:14%   Adverts/Advertising 15% 13% WE:15%, NE:16%,  SE:14%, CEE:10%   18
  • 19. Multi tasking by Internet device Internet users via a Tablet in Spain are most  likely to multi task compared to other users  likely to multi task compared to other users of other internet devices • Only 12% do not use any other device  whilst being online on a tablet (EU:15%) whilst being online on a tablet (EU 15%) • 42% watch TV whilst online on a tablet  (EU:67%) Internet users via a Game console in Spain  are least likely to multi task compared to  are least likely to multi task compared to other users of other internet devices • 45% do not use any other device whilst  being online on a games console (EU:34%) being online on a games console (EU:34%) 19
  • 20. Brand relationships grow via digital touchpoints 36% of Spanish Internet users agree that the way a  of Spanish Internet users agree that the way a brand communicates online is important 20
  • 21. Internet influence on brand choice and purchase decision of all Spanish of all Spanish  35% Internet users  Internet users are inclined to  find out more about products they  41% Internet users  Internet users often visit the  websites of my favourite brands see advertised online see advertised online EU: 47% WE:35% NE:34% SE:45% CEE:59%  EU: 46% WE:42% NE:34% SE:48% CEE:49%  of all Spanish  of all Spanish  26% Internet users  are more likely to  buy a product of a brand that they  36% Internet users  state the way a  brand communicates online is  follow on a social networking site important in influencing my  p opinion of that brand EU: 30% WE:19% NE:18% SE:29% CEE:42%  EU: 41% WE:31% NE:26% SE:41% CEE:51%  21
  • 22. Internet influence on purchase decisions for products 37% of all Spanish  Internet users state  the internet helps  h i h l them choose better  products /service EU: 51% WE:52% NE:46%  SE:45% CEE:53%  22
  • 23. Internet influence on purchase decisions for productsThe Internet is important when deciding to purchase SP EU Travel tickets 65% 57% Electrical goods 47% 57% Holidays 61% 53% Mobile handsets/contracts 54% 50% Financial products or services 34% 47% Cars 41% 44% Clothes and accessories 37% 41% Insurance 42% 39% Toiletries/ Cosmetics 29% 35% Health products 24% 35% Home furnishings 33% 35% 23
  • 24. Consumers connecting via multiple touch‐points Among all Spanish  Smart phone users: → 67% are interested in location‐based  vouchers (EU:48%) → 39% 39% are interested in downloading a  i di d l di mobile phone app (EU:41%) → 28% are interested in QR codes (EU:32%) Among all Spanish  Internet users: → 35% are interested in connecting via social  networks (EU:38%) → 26% are interested in viewing video content as  part of advertising campaigns (EU:30%) → 18% are interested in uploading video/ images  / to a brand’s website advertising (EU:24%) 24
  • 25. Benefits users get via digital EU: 81%  EU: 44%  EU: 43%  76% 36% 41% WE:83%  WE:51%  WE:54%  NE:85%  NE:62%  NE:61%  SE:79%  SE 79% SE:35%  SE 35% SE:44%  SE 44% CEE:80%  CEE:40%  CEE:32%  of all Spanish  of all Spanish  of all Spanish Internet  Internet users state  Internet users state  users state the  the internet helps  the internet helps  internet helps them  them manage their  them manage  book holidays or  lifestyle y finances make travel  arrangement 3% 13% Since 2010 Since 2010 61% of all Spanish Internet users state the internet  helps them keep in touch with friends or relatives EU: 63% WE:62% NE:66% SE:61% CEE:64%  25
  • 26. The internet is an entertainer and enabler 53% of Spanish are online  during the traditional  g primetime TV evening  slot (EU:52%) 26
  • 27. Online is essential for entertainment 53%  of all Spanish are  f ll S ih online during the  primetime  evening TV slot l EU: 52% WE:67% NE:74%  SE:46% CEE:42%  60%  60% of all Spanish are  of all Spanish are online during the  weekend EU: 60% WE:76% NE:83%  60% 6% 83% SE:53% CEE:51%  27
  • 28. Online is essential for entertainment Entertainment Activities Ever Carried Out ES EU WE:77%, NE:86%,  Watch video clips 79% 81% SE:83%, CEE:83%   , , WE:61%, NE:67%,  Listening to radio Listening to radio 62% 15% Since 2010 67% SE:64%, CEE:73%   Listening to music online 63% 66% WE:52%, NE:65%,  SE:66%, CEE:77%   Watch a film Watch a film 63% 66% WE:52%, NE:60%,  SE:63%, CEE:80%   Watch online TV 56% 60% WE:51%, NE:69%,  SE:54%, CEE:68%   WE:49%, NE:59%,  Watch live events ac ee e s 61% 59% SE:62%, CEE:67%   SE:62% CEE:67% WE:47%, NE:47%,  Music downloads 50% 57% SE:52%, CEE:69%   WE:43%, NE:45%,  Online gaming g g 54% 38% Since 2010 55% SE:55%, CEE:66%   SE:55% CEE:66% Use catch up or on demand TV 51% 93% Since 2010* 54% WE:55%, NE:63%,  SE:40%, CEE:57%   Download video clips p 52% 52% WE:39%, NE:49%,  SE:54%, CEE:62%   SE:54% CEE:62% Download a film 61% 51% WE:36%, NE:39%,  SE:56%, CEE:63%   Download a TV programme 48% 46% WE:38%, NE:45%,  SE:44%, CEE:53%   Podcasting 45% 43% WE:37%, NE:42%,  SE:45%, CEE:49%   Uplift based on monthly  usage levels 28
  • 29. Connectivity via mobile phones increasing engagement 44%EU: 44% WE:47% NE:50% NE:50%SE:46% CEE:40%  of Spanish own a  smartphone 29
  • 30. Activities carried out on mobile phonesActivities carried out on weekly basis Communication ES EU Send and receive emails Send and receive emails 33% 37% Use a personal social network 23% 29% Use a professional social network 11% 13% Entertainment/Info Access internet sites through a browser 24% 33% Download or listen to music 23% 28% Use a mobile phone search engine 17% 27% Download or use an app 20% 23% Download or play games Download or play games 16% 19% Watch film, TV or video clips 11% 16% Download film, TV or video clips 10% 16% E‐Commerce EC See advertising on an internet site/ app 10% 17% Shop online via web browser 9% 11% Shop online via an app 7% 9% 30
  • 31. Instant access to information at consumers fingertips 36% of Spanish Internet users  visit news websites  visit news websites everyday 31
  • 32. Websites visited Top Websites used at least Daily Top Websites used at least Monthly ES EU ES EU Social media 40% 43% News 71% 78% News 36% 40% Social media 72% 70% Video Vid 14% 18% Video Vid 66% 67% Banking and Finance 15% 16% Banking and Finance 62% 66% Hobby 11% 15% Maps 60% 61% Sports 13% 12% Local information 56% 60% Forums 9% 11% Hobby 44% 58% Jobs 14% 11% Films 47% 52% Music 7% 10% Music 43% 52% Local information 10% 9% Price Comparison Sites 36% 49% 32
  • 33. Websites visited more often Uplift in Monthly use of  websites since 2010 Personal Care 35% Banking & Finance 129% Property 50% Games 7% Mobile Phones 50% 33
  • 34. Internet enriches consumer communication 96% of Spanish Internet users  communicate through email communicate through email 34
  • 35. Communicating online Top activities ever T ti iti Top activities carried out   T T ti iti i d t Top activities carried out   ti iti i d t carried out at least Daily at least Monthly EU: 95% EU: 74% EU: 93% 8%Email 96% WE:97%, NE:97%,  SE:97%, CEE:93%   80% WE:77%, NE:68%,  WE:77% NE:68% SE:73%, CEE:72%   93% WE:94%, NE:93%,  SE:93%, CEE:91%   Since 2010 EU: 73% EU: 24% EU: 54%Instant message 78% WE:63%, NE:65%,  SE:79%, CEE:79%   SE:79%, CEE:79% 32% WE:18%, NE:17%,  63% WE:43%, NE:41%,  SE:62%, CEE:62%   , 2% Since 2010 SE:30%, CEE:28%   SE:30% CEE:28% EU: 62% EU: 9% EU: 38% 21%Contribute to forums 59% WE:54%, NE:55%,  SE:65%, CEE:69%   6% WE:7%, NE:4%,  SE:8%, CEE:12%   35% WE:32%, NE:27%,  SE:40%, CEE:44%   Since 2010 EU: 56% EU: 8% EU: 32% 33%Blogging 59% WE:43%, NE:49%,  SE:63%, CEE:65%   7% WE:5%, NE:8%,  SE:10%, CEE:9%   36% WE:25%, NE:28%,  SE:41%, CEE:34%   Since 2010 35
  • 36. Communication with friends and family on Social media 84% of all Spanish Internet  f ll S ih users have used a  personal or professional  Social Media website S i l M di b it EU: 81% WE:73%, NE:80%, SE:84%, CEE:87%  36
  • 37. Communication with friends and family on Social media Top activities carried out  at  Top activities carried out at least  least Daily Monthly Read emails I had received 70% Read emails I had received 87% EU: 77% EU: 91% Read updates/ messages 43% Read updates/ messages 81% EU: 42% EU: 80% Contacted someone specific 11% Contacted someone specific 49% EU: 22% EU: 63% Posted an update Posted an update 14% Posted an update Posted an update 57% EU: 17% EU 17% EU: 53% EU 53% Played games 12% 50% Commented on photos/ videos EU: 49% EU: 17% 10% Commented on photos/ videos EU: 10% Uploaded photos/ videos 44% EU: 49% Updated my profile 7% Played games 41% EU: 8% EU: 48% Uploaded photos/ videos 5% Updated my profile 45% EU: 6% EU: 43% %s Among Social Media users 37
  • 38. Communications with brands on Social media Top activities carried out at least  Top activities ever carried out Monthly ‘Liked’/ became a fan of a brand 41% ‘Liked’/ became a fan of a brand 66% EU: 42% EU: 67% Unfriended brand 16% Complained directly to a company 51% EU: 20% EU: 52% Complained about a brand/product 27% Complained about a brand/product 58% EU: 20% EU: 50% Complained directly to a company 17% EU: 19% Unfriended brand 47% EU: 47% Created group for favourite  Created group for favourite 12% Created group for favourite  Created group for favourite 30% brand/product EU: 16% brand/product EU: 32% Created group to boycott  12% Created group to boycott  26% brand/product /p EU: 11% brand/product /p EU: 27% %s Among Social Media users 38
  • 39. Online plays a key function in the purchase funnel €11,438 million €11,438 million was spent online in Spain  from September – February EU: €187,990m 39
  • 40. Purchasing online 97% of all Spanish Internet  users research online for  purchases EU: 96% WE:97%, NE:97%, SE:97%, CEE:93%  14% of all total shopping  pp g 89% made is conducted  of all Spanish  online among Spanish  Internet users  Internet users Internet users shop online shop online EU: 19% EU: 87% WE:24%, NE:16%, SE:15%, CEE:16%  WE:94%, NE:94%, SE:88%, CEE:80%  %s Among Internet users 40
  • 41. Spend online €11,438  , million spent online in Spain  across a 6 month period EU: €187,990m 9 is the average number of  g purchases made per  €500 is the average amount spent per  person in Spain across a  person in Spain across a 6  6 month period 6 month period EU: 13 month period EU: €544 %s Among Internet users/P6M purchasers 41
  • 42. Products purchased Most popular products purchased online Books 25% EU: 43% Clothes and accessories 28% EU: 38% Travel tickets T l ti k t 46% EU: 34% Electrical goods 22% EU: 32% Holidays 36% EU: 28% Toiletries/ Cosmetics 17% EU: 26% Concert, theatre or festival tickets 27% EU: 25% 42
  • 43. Conversion rates Products with highest conversion CDs 62% EU: 88% DVDs 73% EU: 88% Travel tickets 92% EU: 85% Toys 59% EU: 83% EU: 83% Books 58% EU: 81% Clothes and accessories 68% EU: 78% Concert, theatre or festival tickets Concert theatre or festival tickets 93% EU: 76% EU 76% Toiletries/ Cosmetics 71% EU: 74% Electrical goods 63% EU: 70% Cinema tickets 84% EU: 70% Blu‐ray discs 67% EU: 67% Car hire 92% EU: 64% Sports equipment 50% EU: 63% Food/grocery shopping 67% EU: 63% 43
  • 44. To summarise Accessing the internet is no  Accessing the internet is no The Internet is increasingly  longer solely via traditional  becoming the choice for  computer with people  consumption of other media  TV,  consumption of other media – TV accessing more and more  accessing more and more radio, newspapers via mobiles, tablets and  games consoles The Internet influences  people’s perceptions of  Increasingly people are watching TV  brands and products,  p and using the internet at the same  and using the internet at the same although this could be  time, growing tablet ownership  further maximised levels will only drive this media  convergence higher convergence higher 44
  • 45. THANKS IAB Europe mediascope@iabeurope.eu mediascope@iabeurope eu 45

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