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Iab europe mediascope bg launch presentation final public aug 2012
 

Iab europe mediascope bg launch presentation final public aug 2012

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    Iab europe mediascope bg launch presentation final public aug 2012 Iab europe mediascope bg launch presentation final public aug 2012 Presentation Transcript

    • Bulgaria Launch Presentation Public @IABEurope
    • 2 Background • As part of its 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 Coverage and Methodology • Fieldwork took place in 28 markets in February 2012 • An Omnibus + Online methodology was used across all countries totalling nearly 50,000 interviews • The application of quotas ensured that representative samples were achieved in each Market → Quotas on age, gender, education and regional distribution were applied → Omnibus research (500) was conducted by TNS and online by Questback/GMI (1000) Hungary Italy Russia Spain Portugal France Turkey Poland Belgium UK Switzerland Denmark Sweden Norway Germany Netherlands Finland Ukraine Bulgaria Romania Ireland Greece Slovenia Croatia Slovakia SerbiaAustria Czech Republic
    • 4 Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and other trade associations Mediascope Europe - Sponsors
    • 5 Mediascope Europe – Local Sponsors – Bulgaria
    • 6 The Media evolution 2.9mBulgarians are online Total adult Bulgaria population of 6.1 million Base: All Respondents n=532
    • 7 The European TV consumption 14hours/week in Northern Europe 16hours/week in Western Europe 17.7hours/week in Central & Eastern Europe 16.7hours/week in Southern Europe EU average = 16.8hs Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
    • 8 The European radio consumption 85%in Northern Europe 82%in Western Europe 48%in Central & Eastern Europe 68%in Southern Europe EU average = 64% Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
    • 9 The European newspapers consumption 82%in Northern Europe 70%in Western Europe 56%in Central & Eastern Europe 59%in Southern Europe EU average = 62% Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
    • 10 The European Internet consumption 87%in Northern Europe 81%in Western Europe 55%in Central & Eastern Europe 61%in Southern Europe EU average = 65% Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
    • 11 The European Internet consumption 14.8hours/week in Northern Europe 14hours/week in Western Europe 16.1hours/week in Central & Eastern Europe 13.8hours/week in Southern Europe EU average = 14.8hs Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290, 16hours/week in Bulgaria
    • 12 The Internet evolution Bulgarian Internet users spend on average 16.0hrs online per week 48%of all Bulgarians are online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Base: All respondents (Omnibus) n=532, All Internet Users (Omnibus) n=262
    • 13 Internet becomes ‘all consuming’ media device 22% watch TV online at least daily A further 32% watch TV at least weekly of Bulgarian Internet users watch TV online 85% EU: 73% WE:67% NE:81% SE:65% CEE:81% Base: All Internet Users (Online) n=968
    • 14 Internet becomes ‘all consuming’ media device 17% listen to the radio online at least daily A further 17% listen at least weekly of Internet users listen to the radio online monthly57% 50% read news online at least daily A further 26% read news at least weekly of Internet users read news online monthly 89% EU: 67% WE:61% NE:67% SE:64% CEE:73% EU: 91% WE:86% NE:94% SE:91% CEE:96% Base: All Internet Users (Online) n=968
    • 15 Internet everywhere by any means 0.09mBulgarians use a Tablet to go online Base: All Bulgarian Respondents (Omnibus) n=532
    • 16 Increasing choice of Internet access Accessing the internet via the computer is the most popular method – Used by 2.9 million Bulgarians (48% - EU:64%) However 19% of all Internet users in Bulgaria (EU:37%) go online via more than one device Base: All Bulgarian Respondents (Omnibus) n=532, All Internet users n=262
    • 17 The alternative ways of going online → 1% of Bulgarians (EU:8%) → 9% of Bulgarians (EU:21%) 0.5m Bulgarians go online using a mobile 0.09m Bulgarians go online using a tablet Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47, All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users (Omnibus) n=3
    • 18 The alternative ways of going online → 1% of all Bulgarians (EU:6%) 0.03m Bulgarians go online using a games console Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47, All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users (Omnibus) n=3
    • 19 Media multi-tasking means more active consumers 38% of Bulgarians are online whilst watching TV EU: 48% WE:58% NE:59% SE:39% CEE:44% Base: All TV Users (Online) n=904
    • 20 Relationship between content consumption on TV and online Among Bulgarians who watch TV and are online concurrently, 33% state the online activity is likely to be related to the TV programme they are watching 3.5 hours per week across Bulgaria (EU:2.8hrs) is spent watching TV and online at the same time (15% (EU:16%) of all time spent watching TV) EU: 33% Base: All Respondents (Online) n=1000, All who use TV and Internet at the same time (Online) n=743
    • 21 Brand relationships grow via digital touchpoints 53%of Bulgarian Internet users agree that the way a brand communicates online is important Base: All Internet users n=968
    • 22 Internet influence on brand choice and purchase decision of all Bulgarian Internet users are inclined to find out more about products they see advertised online 61% of all Bulgarian Internet users often visit the websites of my favourite brands 50% of all Bulgarian Internet users state the way a brand communicates online is important in influencing my opinion of that brand 53% of all Bulgarian Internet users are more likely to buy a product of a brand that they follow on a social networking site 39% EU: 46% WE:42% NE:34% SE:48% CEE:49% EU: 30% WE:19% NE:18% SE:29% CEE:42% EU: 47% WE:35% NE:34% SE:45% CEE:59% EU: 41% WE:31% NE:26% SE:41% CEE:51% Base: All Internet Users (Online) n=968
    • 23 Internet influence on purchase decisions for products 51%of all Bulgarian Internet users state the internet helps them choose better products /service EU: 51% WE:52% NE:46% SE:45% CEE:53% Base: All Internet Users (Online) n=968
    • 24 Consumers connecting via multiple touch-points Among all Bulgarian Smart phone users: → 54% are interested in location-based vouchers (EU:48%) → 47% are interested in downloading a mobile phone app (EU:41%) → 31% are interested in QR codes (EU:32%) Among all Bulgarian Internet users: → 62% are interested in connecting via social networks (EU:38%) → 43% are interested in viewing video content as part of advertising campaigns (EU:30%) → 29% are interested in uploading video/ images to a brand’s website advertising (EU:24%) Base: All smart phone users n=346, All internet users n=968
    • 25 Benefits users get via digital 72% of all Bulgarian Internet users state the internet helps them……. EU: 81% WE:83% NE:85% SE:79% CEE:80% EU: 63% WE:62% NE:66% SE:61% CEE:64% keep in touch with friends or relatives manage lifestyle 84% Base: All Internet users n=968
    • 26 The internet is an entertainer and enabler 38%of Bulgarians are online during the traditional primetime TV evening slot (EU:52%) Base: All respondents (Omnibus) n=532
    • 27 Online is essential for entertainment 47% of all Bulgarians are online during the weekend 38% of all Bulgarians are online during the primetime evening TV slot EU: 52% WE:67% NE:74% SE:46% CEE:42% EU: 60% WE:76% NE:83% SE:53% CEE:51% Base: All Respondents (Omnibus) n=532
    • 28 To summarise – Bulgaria Insights • The Internet is increasingly becoming the channel for consumption of other media – TV, radio, newspapers 38% of Bulgarians go online while watching TV 48% of Bulgarians aged 16+ use the internet Bulgarian Internet usage: 16 hours per week ( 9% of all Internet users in Bulgaria go online via more than one device 38% of Bulgarians go online during the evening 84% of Bulgarians think the internet is a lifestyle tool
    • 29 More themes in Mediascope → 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
    • 30 For more information IAB Bulgaria info@iabulgaria.bg IAB Europe mediascope@iabeurope.eu vprm@iabeurope.eu