Media Scope Europe 2008

EIAA Mediascope Europe 2008 trends Laura Chaibi Yahoo! Europe

Mediascope 2008

EIAA… working together

2008 European consumer trends
The basics
Media trends
Internet audiences
Content online
Shopping
Advertising

THE BASICS

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%

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

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

MEDIA TRENDS

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

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

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

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

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

Media converging online

INTERNET AUDIENCES

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

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

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

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

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?

CONTENT ONLINE

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

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

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

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%

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%

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%

Italy More = downloading music 25% = downloading film /video 16%
Less
Media streaming
radio
on demand TV
podcasting
Talking online
IM
Ratings and reviews
Email

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

SHOPPING ONLINE

Online shopping

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

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

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

ADVERTISING

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?

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

SUMMING UP

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

THANKS  Laura Chaibi Yahoo! Europe lchaibi@yahoo-inc.com

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

Media Scope Europe 2008

by Dymil Ly on Dec 16, 2008

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