Digiat Media @ Ricerca sul consumo dei media in Europa

Slide 1: MARKETING E COMUNICAZIONE SU I MEDIA DIGITALI Consumo dei media, con focus su Internet in Italia Cris Nulli Accademia di Comunicazione Milano, 22 Gennaio 2007

Slide 2: AGENDA -Etratti da Mediascope EIAA: L’utilizzo di Internet in Europa con focus sull’Italia -Digital Media Flash: news ad aggiornamenti su i media digitali Photo of *la nadege* Photo URL: http://www.flickr.com/photos/lanadege/353683392/

Slide 4: EUROPEANS’ USAGE OF THE INTERNET Media Consumption Study 2006

Slide 5: Background The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry Members are: EIAA has made significant investment in research, particularly in the areas of media consumption and advertising efficiency As part of this commitment to research, the EIAA has for the past four years conducted a large scale study of media consumption habits in Europe enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad spend SPA was awarded the 2005 Mediascope survey this time last year and in conjunction with Synovate successfully migrated the survey from Millward-Brown 2006 is the second year that SPA has managed the survey Media Consumption Study 2006 5

Slide 6: Research Objectives OVERALL PROJECT OBJECTIVE The broad aim of this study is to measure and track changes in media consumption patterns by various demographic segments and nationalities. This work will show when, why and how often people are using different media – in particular usage of the Internet for content, communication and commerce Media Consumption Study 2006 6

Slide 7: Europeans’ Usage of The Internet Norway leads with 81% of population online in a typical 7 day week European weekly internet usage has grown by 10% year-on-year with weekday growth of 13% Spain shows the largest growth overall (up 27%) After 10am each day, the internet is the second most used medium 35-54 year old and men drive Italian internet growth Media Consumption Study 2006 7

Slide 8: Italian Internet Penetration Levels Stable Q1a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you…? Use the Internet 2005 33% 71% 57% 31% 42% 24% Score % Change 100 80 72% 2006 55% 60 42% 33% 40 32% 25% 20 0 Italy 16-24 25-34 35-54 Men Women [Base: All Italian Respondents] Media Consumption Study 2006 8

Slide 9: Internet is Italian’s Second Most Used Medium in the Evening and at Night Q1b. What times of the day do you typically…during week? 06:00 10:00 17:30 21:00 to to to to 10:00 17:30 21:00 06:00 Watch TV Read Newspapers Read Magazines Listen to Radio Use the Internet 70 59% 60 56% 53% 50% 49% 47% 48% 50 43% 43% 38% 40 36% 33% 30 25% 20 17% 14% 13% 10% 10% 9% 10 4% 0 'When you wake up' (6am - 10am) 'During the Day' (10am - 5.30pm) 'During the Evening' (5.30pm - 9pm) 'During the Night' (9pm - 6am) [Base: All Italian Respondents using each type of media] Media Consumption Study 2006 9

Slide 10: Significant Increase in Italian Weekend Internet Usage Amongst 35-54 Year Olds Q2a/3a. On a typical weekend, can you tell me if you…? 2005 16% 39% 27% 13% 23% 9% Score % 46% 33% Change 100 80 2006 60 36% 40 29% 22% 19% 17% 20 12% 0 Italy 16-24 25-34 35-54 Men Women [Base: All Italian Respondents] Media Consumption Study 2006 10

Slide 11: HOW LONG EUROPEANS SPEND ONLINE Media Consumption Study 2006

Slide 12: How Long Europeans Spend Online European internet users now spend on average 11 hours and 20 minutes online each week Massive Italian growth in time spent online despite static penetration levels, up +44% to 12 hours and 6 minutes on average Denmark, Spain, France and Italy are the top countries in Europe for time spent online Media Consumption Study 2006 12

Slide 13: Huge Increase in Time Spent Online Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? 2005 8.4 9.1 9.2 7.2 8.7 7.9 Score % 44% 25% 42% 65% 56% 24% Change 20 15 13,6 13,1 12,1 11,9 11,4 2006 9,8 10 5 0 Italy 16-24 25-34 35-54 Men Women [Base: All Italian Respondents] Media Consumption Study 2006 13

Slide 14: Italy Sees Massive Growth Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Proportion of ‘heavy’ internet users spending more than 16 hours per week online 2005 24% 24% 32% 15% 22% 25% 24% 26% 18% 18% 18% Score % 33% 25% 87% 23% 4% 8% 33% 28% 28% Change 50 40 32% 30% 30% 28% 27% 30 26% 26% 25% 24% 23% 23% 20 % 10 0 Denmark Spain France Italy EU+Norway UK Sweden Belgium Netherlands Germany Norway Average [Base: All EU & Norway internet users] Media Consumption Study 2006 14

Slide 15: HOW OFTEN ARE EUROPEANS ONLINE Media Consumption Study 2006

Slide 16: How Often Are Europeans Online Europeans now use the internet on average 5.4 days per week, up 4% year-on-year Scandinavians and French are online most frequently Half of all male internet users are online everyday of the week TV usage is stagnant across Europe while internet usage continues to increase Italy has seen a 7% year-on-year growth in number of days spent online Media Consumption Study 2006 16

Slide 17: The Italians Are Online Almost 5 Days per Week Q4. In a typical seven day week, on how many days do you use the internet? 2005 4.5 4.4 4.9 4.2 4.8 4.1 Score % 7% 7% 10% 7% Change 7 6 5,0 4,8 4,8 4,7 4,6 5 4,4 2006 4 3 2 1 Italy 16-24 25-34 35-54 Men Women [Base: All Italian Respondents] Media Consumption Study 2006 17

Slide 18: TV Consumption Stagnates While Internet Frequency Continues to Grow Q4. In a typical seven day week, on average how many days do you use TV/internet? TV Internet 7,0 100 7 100 6,1 % using Internet between 5 and 7 days per week 6,0 6,1 % using TV between 5 and 7 days per week 6,0 6 93% 91% 80 80 85% 4,8 Number of days per week Number of days per week 5,0 5 4,5 4,3 60 60 66% 4,0 4 63% 52% 3,0 3 40 40 2,0 2 20 20 1,0 1 0,0 0 0 0 2004 2005 2006 2004 2005 2006 [Base: All Italian TV viewers] [Base: All Italian internet users] Media Consumption Study 2006 18

Slide 19: EUROPEAN MEDIA MESHING Media Consumption Study 2006

Slide 20: Comparably Low Levels of Media Meshing When Mainly Using the Internet in Italy Q5b-f. When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use? When Mainly Watching TV When Mainly Using the Internet MAGAZINE MAGAZINE INTERNET TV 21% 1% 10% TV 4% INTERNET 17% 10% 10% 29% 1% RADIO NEWSPAPER NEWSPAPER RADIO 1% NONE: 74% NONE: 72% [Base: All Italian Respondents] Media Consumption Study 2006 20

Slide 21: 16-24 Year Old Media Meshing in Italy Q5b-f. When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use? When Mainly Using the Internet TV MAGAZINE 19% 1% IN TE RN ET 25% RADIO NEWSPAPER 1% NONE: 58% [Base: All 16-24 Italian Respondents] Media Consumption Study 2006 21

Slide 22: BROADBAND CHANGES HOW EUROPEANS LIVE THEIR LIVES Media Consumption Study 2006

Slide 23: Broadband Changes How Europeans Live Their Lives Italy has seen year-on-year growth of 8% to 68% penetration Broadband penetration is up 14% since 2005 Mediascope study leading to major changes in the way Europeans communicate and spend their leisure time Italians show above average likelihood to upgrade to broadband in the next year More than 70% of internet use is personal or for leisure purposes The Internet is increasingly viewed as time-saving and as putting you ahead of the game more than other more traditional media In Italy, internet is seen as good for when brain is most active Media Consumption Study 2006 23

Slide 24: Broadband Penetration up 14% QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection? 2006 Year-on-year change +7% 87 France +4% 85 Norway +20% 84 UK +8% 84 Sweden +11% 84 Denmark +8% 83 Belgium EU & +14% 75 Norway +23% 74 Netherlands +3% 71 Spain +8% 68 Italy +18% 60 Germany [Base: All internet users] Media Consumption Study 2006 24

Slide 25: Internet Impacts How Europeans Spend Leisure Time Q20b Which of the following do you less often (not through the internet) as a result of using the internet? 80 EU & Norway 68 70 Particularly true of 18-24 year olds 60 = 39% 50 40 35 % 30 24 23 23 23 20 47 36 33 34 34 40 26 23 24 23 27 26 20 84 18 18 17 20 16 16 15 11 10 0 ic s ic k o n e TV es s e ge s ily ok or is te di us er on us ne it i sa rc ra of W m ch ap bo m m ph zi t iv fa xe es ss to at a sp to y ad ac s/ ag /e e m Bu W le w th en nd en ts Re m or ne xt ng st or on ie st do ad te Li fr hi ad sp Li lk ut nd Re et ith Re Ta ay O m Se w Pl So e t im o )D d et en (N Sp [Base: All EU & Norway Internet users] Media Consumption Study 2006 25

Slide 26: In Italy the Internet is seen as good for when brain is most active Q5g. Which one type of media do you think fits best with this statement? TV Newspapers Magazines Radio Internet 60 52 50 39 38 40 36 34 33 28 30 20 16 % 15 8 8 10 6 6 5 5 3 3 2 2 1 0 Provides what you want Has what you want when you want Puts you in control Good for when brain most active quickly/saves time it = Internet Significantly higher than other media [Base: All Italian users] Media Consumption Study 2006 26

Slide 27: KEY FINDINGS Media Consumption Study 2006

Slide 28: Key Findings Social Networking websites are used by nearly a quarter of Europeans, at least once a month Europeans now spend over 11 hours per week online with Italian usage significantly higher at 12.1 hours after massive year-on-year growths Broadband penetration is up 14% across Europe year-on-year 72% of Europeans spend the majority of their time online for personal reasons, less so for work. Consumer confidence towards the internet is high with nearly half of Europeans choosing the internet as their preferred media to find what they want quickly and Italians preferring the internet to any other media when they feel their brains are most alert Media Consumption Study 2006 28

Slide 30: Le principali applicazioni che si utilizzano su Internet

Slide 31: Cos’è il Feed Rss? Il Feed RSS è una specie di “riassunto” del Blog. La versione RSS di un sito o di un Blog contiene solo gli articoli (o Post) e non tutti i menu e la grafica. A questo flusso di informazioni ci si può “abbonare” (gratuitamente) e ricevere le ultime cose pubblicate direttamente sul proprio computer attraverso un programma che si chiama Feed Reader o aggregatore di Feed. Così si è essere sicuri di non perdere l’ultima novità senza dover andare a visitare il sito una o più volte al giorno.

Slide 32: Digital Media Flash

Slide 33: Comunicazione con un blog di prodotto Digital Media Flash Fonte: Daily Net, Gennaio 2007

Slide 34: Gli strumenti di relazione utilizzati sul blog: Quellichebravo.it Iscriviti Dillo a un Scrivici per alla newsletter amico una segnalazione da fare Social Web: i filmati di Youtube e le foto di Flickr, e’ possibile per gli utenti utilizzarli per il proprio blog, o sul proprio sito.

Slide 35: Blog Quellichebravo.it: Strumenti di relazione utilizzati con il social web.cc Digital Media Flash Fonte: Daily Net, Gennaio 2007

Slide 36: La nascita di un nuovo brand: URBANEYE, dal NY Times Una newsletter, via email, giornaliera sugli appuntamenti e suggerimenti piu’ cool del giorno. Digital Media Flash

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