Your SlideShare is downloading. ×
Mediascope 2012 hungary_summary launch presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mediascope 2012 hungary_summary launch presentation

321
views

Published on

How did Hungarian use different mediums in 2012?

How did Hungarian use different mediums in 2012?


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
321
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Hungary Launch PresentationSummary2012 @IABEurope #Mediascope IAB Europe Research
  • 2. Introduction • 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. • It is a unique example of cross industry collaboration, led by IAB Europe and supported by many leading media companies, local IABs and other trade associations. • Established in 2003, Mediascope Europe launched its 8th wave of research in 2012. • The following presentation provides an introduction to the study and a snapshot of the results from Hungary; a full presentation is available. 2
  • 3. Presentation agendaMain 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 → 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 3
  • 4. Background• Mediascope Europe is a comprehensive media consumption study covering the diverse European market with over 50,000 consumer interviews.• 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 4
  • 5. Coverage and Methodology• Fieldwork took place in 28 markets in February 2012• An Omnibus + Online Finland methodology was used across all Russia countries totalling nearly 50,000 Norway interviews Sweden Czech Republic• The application of quotas ensured that representative Denmark Poland samples were achieved in each Ukraine Ireland UK Market Germany Slovakia → quotas on age, gender, Netherlands Romania education and regional Hungary distribution were applied France Bulgaria → Omnibus research was Belgium Turkey conducted in Hungary by Italy IMAS International (500) Spain Slovenia Greece Questback/GMI (1,000) Portugal Switzerland Austria Croatia Serbia 5
  • 6. Mediascope Europe – Local Sponsors – Hungary 6
  • 7. The Media evolution5.8mHungarians are online Total adult Hungary population of 8.5 million Base : All Respondents (Omnibus) n=500 7
  • 8. The Internet evolution 68% of all Hungarians are online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Hungarian Internet users spend on average 13.1hrs online per week EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Base : All Respondents (Omnibus) n=500, All internet users n=340 8
  • 9. The Hungary media consumption landscape Penetration EU: 95%, TV 95% WE:94%, NE:95%, SE:97%, CEE:95% EU: 65%, Online 68% WE:81%, NE:87%, SE:61%, CEE:55% EU: 64%, Radio 76% WE:82%, NE:85%, SE:68%, CEE:48% EU: 62%, Newspapers 68% WE:70%, NE:82%, SE:59%, CEE:56% EU: 48%, Magazines 47% WE:63%, NE:62%, SE:43%, CEE:39% Base : All Respondents (Omnibus) n=500 9
  • 10. The Hungary media consumption landscape Hours per week used EU: 16.8 TV 14.5hrs WE:16.0, NE:14.0, SE:16.7, CEE:17.7 EU: 14.8 Online 13.1hrs WE:14.0, NE:14.8, SE:13.8, CEE:16.1 EU: 12.7 Radio 14.4hrs WE:13.4, NE:13.5, SE:10.6, CEE:12.9 EU: 4.6 Newspapers 4.1hrs WE:4.8, NE:4.9, SE:4.2, CEE:4.6 EU: 4.0 Magazines 3.5hrs WE:4.0, NE:3.6, SE:3.5, CEE:4.2 Base : All TV Viewers (Omnibus) n=897, All Newspaper readers n=545, All Magazine readers n=341, All Radio listeners 635, All Internet users n=340 10
  • 11. Internet becomes ‘all consuming’ media device 43% EU: 73% WE:67% NE:81% SE:65% CEE:81% of Hungarian Internet users watch TV online at least monthly 8% watch TV online at least daily A further 22% watch TV at least weekly Base : All Internet users (Online) n=996 11
  • 12. Internet becomes ‘all consuming’ media device EU: 67% 30% of Internet users WE:61% listen to the radio NE:67% online at least SE:64% CEE:73% monthly 8% listen to the radio online at least daily A further 10% listen at least weekly 73% EU: 91% of Internet users WE:86% read news online at NE:94% SE:91% least monthly CEE:96% 36% read news online at least daily A further 21% read news at least weekly Base : All Internet users (Online) n=996 12
  • 13. Internet everywhere by any means 3.2% of Hungarians use a Tablet to go online Base : All Respondents (Omnibus) n=500 13
  • 14. Increasing choice of Internet access Accessing the internet via the computer is the most popular method – Used by 5.7 million Hungarians (68% - EU:64%) However 19% of all Internet users in Hungary (EU:37%) go online via more than one device Base : All Respondents (Omnibus) n=500, All internet users n=340 14
  • 15. The alternative ways of going online 0.97m Hungarians go online using a mobile 0.28m Hungarians go online using a tablet 0.09m Hungarians go online using a games console Base : All Respondents (Omnibus) n=500, All mobile internet users n=57, All tablet internet users n=16, All games console users n=5 15
  • 16. Media multi-tasking means more active consumers 49% of Hungarians are online whilst watching TV EU: 48% WE:58% NE:59% SE:39% CEE:44% Base : All TV Viewers (Online) n=897 16
  • 17. Relationship between content consumption on TV and online Among Hungarians who watch TV and are online concurrently, 21% EU: 33% state the online activity is likely to be related to the TV programme they are watching Base : All respondents (Online) n=1,007, All who use both TV and internet at the same time n=667 17
  • 18. Brand relationships grow via digital touchpoints 46% of Hungarian Internet users agree that the way a brand communicates online is important Base : All Internet users (Online) n=996 18
  • 19. Internet influence on purchase decisions for products 40% of all Hungarian 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=996 19
  • 20. The internet is an entertainer and enabler 60% of Hungarians are online during the traditional primetime TV evening slot (EU:52%) Base : All respondents (Omnibus) n=500 20
  • 21. Online is essential for entertainment 60% of all Hungarians are online during the primetime evening TV slot EU: 52% WE:67% NE:74% SE:46% CEE:42% 62% of all Hungarians are online during the weekend EU: 60% WE:76% NE:83% SE:53% CEE:51% Base : All respondents (Omnibus) n=500 21
  • 22. Connectivity via mobile phones increasing engagement 26%EU: 44%WE:47%NE:50%SE:46%CEE:40% of Hungarians own a smartphone Base : All Respondents (Online) n=1,007 22
  • 23. Instant access to information at consumers fingertips 36% of Hungarian Internet users visit news websites everyday Base : All Internet users (Online) n=996 23
  • 24. Internet enriches consumer communication 99% of Hungary Internet users communicate through email Base : All internet users (Online) n=996 24
  • 25. Communication with friends and family on Social media 92% of all Hungarian Internet users have used a personal or professional Social Media website EU: 81% WE:73%, NE:80%, SE:84%, CEE:87% Base : All internet users (Online) n=996 25
  • 26. Online plays a key function in the purchase funnel €1,109 million was spent online in Hungary from September – February EU: €187,990m Base : All purchasing online in last 6 months (Online) n=781 26
  • 27. Purchasing online 96% of all Hungarian Internet users research online for purchases EU: 96% WE:97%, NE:97%, SE:97%, CEE:93% 11% of all total shopping 84% made is conducted of all Hungarian online among Hungarian Internet users Internet users 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 Base : All internet users (Online) n=996 27
  • 28. Products purchased Most popular products purchased online Books 45% EU: 43% Clothes and accessories 22% EU: 38% Travel tickets 23% EU: 34% Electrical goods 33% EU: 32% Holidays 24% EU: 28% Toiletries/ Cosmetics 11% EU: 26% Concert, theatre or festival tickets 17% EU: 25% Base : All internet users (Online) n=996 28
  • 29. To summarise 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, 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, 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 29
  • 30. Relationship between content consumption on TV and online Among Brits who watch TV and are online concurrently, 28% EU: 33% state the online activity is likely to be related to the TV programme they are watching Base: All respondents (Online) n=1,070, All who use both TV and internet at the same time n=665 30
  • 31. Accessing the data Accessing the internet is no The Internet is increasingly longer solely via traditional Subscribe and access becoming the choice for Executive Summary and Mediascope data! computer with people consumption of other media – TV, Data Presentations accessing more and more radio, newspapers via mobiles, tablets and games consoles The Internet influences people’s perceptions of Increasingly people are watching TV Data in planning tools – e.g. Find out and products, IAB brands more from and using the internet at theClear Choices and IMS same Europe or your local IAB although this could be time, growing tablet ownership Decisions further maximised levels will only drive this media convergence higher 31
  • 32. More Information IAB Europe mediascope@iabeurope.eu 32

×