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  • 1. EIAA Mediascope Europe 2008 trends Laura Chaibi Yahoo! Europe
  • 2. Mediascope 2008
  • 3. EIAA… working together
  • 4. 2008 European consumer trends
    • The basics
    • Media trends
    • Internet audiences
    • Content online
    • Shopping
    • Advertising
  • 5. THE BASICS
  • 6. Mediascope Europe 100% Europe
    • 6 th consecutive year
    • 10 European countries
    • 9095 people surveyed
    • Quotas on:
      • age, gender
      • education
      • regional distribution within countries
    • One source measuring all major media
    Germany 23% France 18% UK 17% Sweden 3% Norway 1% Denmark 2% Netherlands 5% Belgium 3% Spain 12% Italy 17%
  • 7. European Internet trends: going wireless
    • 297m people in Europe
    • 178m online (60%)
    • 143m have broadband
            • 80% on internet users
            • 48% of population
    • 70m are wireless
            • 49% of BB internet users
            • 24% of population
  • 8. Women out number men online! 24% Germany, 43.3m 10% Spain, 18.4m 6% Dutch, 11.1m 20% France, 34.4m 18% United Kingdom, 32.4m 11% Italy, 20m 3.5% Sweden 6.0m 3.5% Belgium 5.8m 2% Denmark 3.7m 2% Norway 3.0 women 89.3m (57%) + 10% YoY 88.7m (64%) +2% YoY men 83% internet pop. Italy Germany UK France Spain
  • 9. MEDIA TRENDS
  • 10. Radio trends, renaissance with DAB? Media planning: 50% of radio listeners media mesh, and 63% youth Newspapers 29% Magazine 22% Internet 17% TV 6% 17% feel lost without their radio
    • 75% listen to radio
    • 13.2 hours / week
    • 74% households have DAB
    • Top media:
      • mornings, 67% reach
      • afternoon, 67% reach
    • Heavy radio listeners (hours per week)
    Dutch 17.3 Belgium 16.7 Denmark 15.3 Germany 15.3 UK 13.4
  • 11. Printed newspapers down, online up? 11% feel lost without their newspaper Media planning: 57% of news readers media mesh & 60% youth Radio 34% TV 28% Internet 5% Magazine 5% 72% read newspapers weekly 4.9 hours / week, lowest to date 59% news online, top category Top 2 nd media: mornings, 60% reach afternoons 49 % reach Heavy press readers (hours per week) Italy 5.6 Dutch 5.0 Sweden 5.0 Germany 4.9 UK 5.6
  • 12. Traditional TV declines, online TV in? 27% feel lost without their TV Media planning: 52% of TV viewers media mesh & 64% youth Newspapers 24% Magazine 20% Internet 20% Radio 7% 93% watch TV 14.2 hours / week, lowest to date 59% have 2+ TVs in the house Top media : evenings, 82% reach 9pm – 6am, 51% reach Heavy TV viewers (hours per week) Dutch 15 Belgium 14.6 Germany 14.5 France 14.3 UK 15.5
  • 13. Internet, more media moving online 35% feel lost without their internet Media planning: 52% of internet users media mesh & 68% youth TV 29% Radio 27% Newspaper 4% Magazine 4% 60% use the internet weekly 90% of youth 12.0 hours / week, highest to date 39% have 2+ PCs / laptops (home) Top media : afternoons, 71% reach evening 75% reach, after TV Heavy internet users (hours per week) Italy 13.4 France 12.3 Spain 12.1 Denmark 12.1 UK 13.5
  • 14. Visual media, new advertising opportunities: online & mobile Average number of hours per week [Base: All Europe using each media (n=9095)] 15.4 15.3 16.0 14.2 Watch television (not through Internet) 2005 2006 2007 2008 ? ? ? 54% who download stuff online transferred the content to another device 6% Watch video / film clips on mobile 11% On demand TV 17% Download films, TV, video clips 27% Watch TV, film, video clips online
  • 15. Media converging online
  • 16. INTERNET AUDIENCES
  • 17. majority now online at the weekends
    • 51% now online at the weekends
    • 55% online everyday
    • 5.6 days online each week
    • 75% online during primetime TV slot
    laptops wireless freedom flexibility 81% weekday 72% w/end 25-34 MON TUE WED THUR FRI SAT SUN 59% weekday 51% w/end EU 88% weekday 80% w/end Youth
  • 18. people online more… and they’re empowered Heavy internet users (16 hours+ per week) 50m people are heavy internet users 3 in 10 heavy internet users 76% online 5 days + / week 84% for youth 73% 54% 51% 46% 42% 39% 35% 19% 14% 12.9m 16.2m 28.4m 14.5m 6.4m 22.3m Manage life changes Health info Holidays / travel Giving to charity Environmental issues Local gov’t info Manage money better product /service choice Keeping in touch
  • 19. 40m golden youth, 25-34 year olds: Internet on par with TV +45% time online up (since 2004) +16% more time online (than rest of EU) 83% are online weekly 63% online everyday 44% online after 9pm (20% more likely) 36% heavy online users 86% have broadband 50% wireless 37% media mesh TV - Internet 27% 45% can’t live without it: 13.7 hours/week 13.9 hours/week 82% use weekly 5.9 days TV 83% use weekly 6.0 days Internet
  • 20. Golden youth more active online communication information entertainment manage lifestyle 79% 59% 50% 41% 38% 40% 36% 33% 30% Email News Banking/finance Social networking Film Music IM Clothes/fashion Radio 61% 81% 55% 49% 44% 44% 43% 41% 36% EU
  • 21. Golden youth do more as a result of internet +47% prep for life changes +15% manage finances +14% health info +12% choose better products / services +7% Keep in touch with family / friend Q20c. Which of the following do you do you feel you have been able to do more of as a result of using the internet?
  • 22. CONTENT ONLINE
  • 23. Where are Europeans divided online? 61% 42% 40% 38% 33% 31% 20% 27% 14% 59% France 17% Sweden Music 40% EU 64% Belgium 24% Italy 49% EU Local info 50% Germany 12% Spain Auction 35% EU Banking/Finance 75% Sweden 14% Italy 50% EU 50% Germany 17% Italy Price comparison 39% EU Film 55% France 24% Norway 38% EU 42% France technology 22% Denmark 36% EU 32% Sweden TV websites 5% Italy 15% EU Mobiles 25% Norway 11% Dutch 19% EU
  • 24. 18 web activities measured…top 9 Email Social networking 50% Germany Search Radio 84% Rating / reviews Download music 79% 41% 36% 30% 27% 25% 26% 24% IM Watch TV, Film , video Forums
  • 25. Germany More 37% Ratings & reviews EU 25% 27% Forums EU 24% 24% Creating personal profile EU 20%
    • Less
    • Media & downloads
    • radio
    • download music
    • on demand TV
    • Video/film/TV clips
    • Talking online
    • IM
    • Social networking
    • blogging
  • 26. France More 96% Search EU 84% 92% Email EU 79% 48% Social networking EU 41% 60% Instant Messaging EU 36% 27% VOIP EU 17% 29% Blogging EU 17% Less 19% Ratings & reviews EU 25% 15% create personal profile EU 20% 9% on demand TV EU 11%
  • 27. Spain More 47% social networking EU 41% 41% IM EU 36% 32% watch TV / Film/ video clips EU 27% 37% Music downloads EU 26% 30% download film /video EU 17% 20% Podcasting EU 13% Less 63% Search EU 84% 71% email EU 79% 27% Radio listening EU 30% 15% Ratings & reviews EU 25%
  • 28. United Kingdom More 23% On demand TV EU 11% 38% Ratings & reviews EU 25% 31% Creating personal profiles EU 20% Less 20% Forums EU 24% 24% watch TV, film, video clips EU 27%
  • 29. Italy More = downloading music 25% = downloading film /video 16%
    • Less
    • Media streaming
    • radio
    • on demand TV
    • podcasting
    • Talking online
    • IM
    • Ratings and reviews
    • Email
  • 30. And what about mobile? 30% Bluetooth 15% send/receive email 7% IM 6% watch video/ film 5% social networking 2% view internet sites 19% use their mobile to communicate without talking! email, IM, social networking
  • 31. SHOPPING ONLINE
  • 32. Online shopping
  • 33. Ecommerce basics in the last 6 months
    • 97% research online for purchases
    • 84% shopped online shoppers
    • 1.6bn purchases made online in EU
    • 9.2 avg. # of purchases per shopper
    • 7.7 in 2007
    • € 692 avg. amount spent per person
  • 34. 41% change their mind on brand to buy Top online sources 66% search 50% price comparison website 49% brand websites 46% customer reviews online 45% retailer websites 45% expert web reviews 16% access info on mobile internet
  • 35. Shopping online where we show true colours Music downloads & mobiles Clothes, toiletries & cosmetics Books, electrical goods, concert/festival tickets, clothes CDs Insurance, food/groceries, electrical goods… everything! Travel tickets, music downloads, theatre/cinema tickets, film downloads UK Germany Spain France Italy
  • 36. ADVERTISING
  • 37. Time to celebrate? Or double edged sword? 67% concerned about tailored advertising 54% positive or neutral to online adverts ‘based on my previous surfing habits’ 56% it’s important ads are related to my interested viruses, SPAM, identity theft, loss of privacy, loss of financial data However… Concerns?
  • 38. And what about online ads? Over 50% Make them entertaining They should look good Related to my interests 6 in 10 Give me the control to click on them Suit all ages please 7 in 10 Don’t get in the way of my surfing
  • 39. SUMMING UP
  • 40. To sum up… Wireless Online daily, weekends too! More media moving online We’re empowered More women Golden youth drive usage We’re shopping online & we change our minds
  • 41. THANKS  Laura Chaibi Yahoo! Europe lchaibi@yahoo-inc.com
  • 42. About the EIAA
    • The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry
    • EIAA has made significant investment in research, particularly in the areas of media consumption, media spend and advertising efficiency
    • As part of this commitment to research, the EIAA has for the past five 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 has conducted the survey since 2005
    MEMBERS OF THE EIAA