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IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
IAB Europe Mediascope 2012 Romania
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IAB Europe Mediascope 2012 Romania

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Principalele informatii care reies din acest studiu: …

Principalele informatii care reies din acest studiu:

• 39% dintre romani, petrec in medie 18,6 ore online pe saptamana, depasind media de 16,1 ore din regiune (CEE).
• TV-ul isi aloca 21,6 de ore in medie pe saptamana in ceea ce priveste consumul de media al romanilor
• 21% dintre utilizatorii romani de Internet folosesc mai mult de un dispozitiv pentru a accesa Internetul
• 9% dintre romani intra online prin intermediul telefoanelor mobile
• Internetul influenteaza romanii in ceea ce priveste intentia de cumparare si preferinta pentru o anumita marca mai mult decat pe ceilalti europeni sau vecinii din regiunea CEE; 44% dintre utilizatorii romani de internet declara ca Internetul ii ajuta sa aleaga produse sau servicii mai bune ( fata de media europeana de 51% sau CEE 53%)
• Telefonul mobil este folosit preponderent pentru email si socializare online.
• Zilnic, 48% dintre utilizatorii romani viziteaza site-uri de stiri
• In topul activitatilor derulate de utilizatorii romani de internet. Se afla e-mailul si Instant Messagingul
• Utilizatorii romani de Internet sunt mai activi decat restul europenilor in ceea ce priveste social media. Cu toate acestea, activitatile pasive au o pondere mai mare in obiceiurile de utilizare ale retelelor sociale (57% citesc update/uri sau mesaje in tip ce doar 15% isi updateaza profilul sau comenteaza zilnic)
• Internetul a devenit esential in relationarea unui brand cu consumatorii - peste jumatate dintre utilizatorii romani de internet sunt de acord ca modul in care un brand comunica online este important pentru ei.
• Produsele electronice si serviciile de telecom urmate de serviciile turistice ocupa primul loc la influenta a internetului in decizia de cumparare
• 95% dintre utilizatorii romani de internet cauta informatii online inainte de a efectua o cumparare si 87% fac cumparaturi online. Cu toate acestea doar 11% din totalul cumparaturilor este efectuat prin Internet

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  • Northern Europe: Norway, Sweden, Denmark, Finland Southern Europe: Spain, Italy, Portugal, Greece Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland Central and Eastern Europe (CEE): Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Ukraine
  • Western Europe = UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland Northern Europe = Norway, Sweden, Denmark, Finland Southern Europe = Spain, Italy, Portugal, Greece Central and Eastern Europe = Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Ukraine
  • Western Europe = UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland Northern Europe = Norway, Sweden, Denmark, Finland Southern Europe = Spain, Italy, Portugal, Greece Central and Eastern Europe = Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Ukraine
  • Western Europe = UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland Northern Europe = Norway, Sweden, Denmark, Finland Southern Europe = Spain, Italy, Portugal, Greece Central and Eastern Europe = Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Ukraine
  • Transcript

    • 1. Results for Romania with EuropeanHighlightsAlain Heureux, President & CEOIAB EuropeBucharest, 10th July 2012@IABEurope
    • 2. Presentation Agenda 1. Introduction → Background → Coverage and Methodology 2. Main 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 2
    • 3. Background• As part of their research remit, the 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
    • 4. Coverage and Methodology• Fieldwork took place in 28 markets in February 2012• An Omnibus + Online Finland methodology was used across Norway Russia all countries totalling nearly Sweden Czech 50,000 interviews Republic• The application of quotas Denmark Poland ensured that representative Ukraine Ireland UK samples were achieved in Germany Slovakia each Market Netherland Romania s → quotas on age, gender, Hungary France education and regional Bulgaria distribution were Belgium Turkey Italy applied Spain Slovenia Greece Portugal Switzerland Austria Croatia Serbia 4
    • 5. Mediascope Europe - Sponsors Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and other trade associations* The study is produced with the support of members and non-members of IAB Europe and in the case of non-members this does not imply anyrelationship with IAB Europe other than that of Mediascope Europe sponsor 5
    • 6. Mediascope Europe – Local Sponsors – Romania 6
    • 7. The European TV consumption 14 hours/week in Northern 16 17.7 Europe hours/week in hours/week in Western Central & 16.7 Europe Eastern Europe hours/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, 7
    • 8. The European Internet consumption 87% in Northern Europe 81% 55% in Western in Central & Europe 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, 8
    • 9. The European Internet consumption 14.8 hours/week in Northern 14 16.1 Europe hours/week in hours/week in Western Central & 13.8 Europe Eastern Europe hours/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, 9
    • 10. The Media evolution7.2mRomanians are online Total adult Romanians population of 18.7 million Base: All Respondents (Omnibus) n=1,039 10
    • 11. The Internet evolution 39% EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Romanian Internet of all Romanians are online users spend on average 18.6hrs online per week EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Base: All Respondents (Omnibus) n=1,039, All Internet Users n=390 11
    • 12. The Romanian media consumption landscape Penetration EU: 95%, TV 96% WE:94%, NE:95%, SE:97%, CEE:95% EU: 65%, Online 39% WE:81%, NE:87%, SE:61%, CEE:55% EU: 64%, Radio 47% WE:82%, NE:85%, SE:68%, CEE:48% EU: 62%, Newspapers 36% WE:70%, NE:82%, SE:59%, CEE:56% EU: 48%, Magazines 29% WE:63%, NE:62%, SE:43%, CEE:39% Base: All Respondents (Omnibus) n=1,039 12
    • 13. Increasing choice of Internet access Accessing the internet via the computer is the most popular method – Used by 7.0 million Romanians (38% - EU:64%) However 21% of all Internet users in Romanian (EU:37%) go online via more than one device Base: All Respondents (Omnibus) n=1,039, All Internet Users n=390 13
    • 14. The alternative ways of going online 1.6m Romanians go online using a mobile → 9% of Romanians (EU:21%) → Spend on average 12.4 hours per week (EU:9.4hrs) → 74% use their mobile to go online during the day Starting to go online using a tablet → 1% of Romanians (EU:8%) Base: All Respondents (Omnibus) n=1,039, All Mobile Internet Users n=92, All Tablet Internet Users n=13, All Games Console Internet Users n=9 14
    • 15. Media multi-tasking means more active consumers 30% of Romanians are online whilst watching TV EU: 48% WE:58% NE:59% SE:39% CEE:44% Base: All Respondents (Online ) n=1,003 15
    • 16. Relationship between content consumption on TV and online 2.4 hours per week across Romanians (EU:2.8hrs) is spent watching TV and online at the same time (11% (EU:16%) of all Among Romanians who watch time spent watching TV) TV and are online concurrently, 56% EU: 33% state the online activity is likely to be related to the TV programme they are watching Base: All TV Viewers (Online) n=859 16
    • 17. Brand relationships grow via digital touchpoints 51% of Romanian Internet users agree that the way a brand communicates online is important Base: All Respondents (Online) n=1,008, All who use both TV and Internet at the same time n=645 17
    • 18. Internet influence on brand choice and purchase decision 58% 63% of all Romanian of all Romanian Internet users Internet users are inclined to often visit the find out more about products they websites of my favourite brands see advertised online EU: 47% WE:35% NE:34% SE:45% CEE:59% EU: 46% WE:42% NE:34% SE:48% CEE:49% 43% 51% of all Romanian of all Romanian Internet users Internet users are more likely to state the way a buy a product of a brand that they brand communicates online is follow on a social networking site important in influencing my opinion of that brand EU: 30% WE:19% NE:18% SE:29% CEE:42% EU: 41% WE:31% NE:26% SE:41% CEE:51% Base: All Tablet Internet Users (Online) n=70, All Games Console Users (Online) n=25 18
    • 19. Internet influence on purchase decisions for products 44% of all Romanians EU: 51% WE:52% NE:46% SE:45% CEE:53% Internet users state the internet helps them choose better products /service Base: All Internet Users (Online) n=989 19
    • 20. Consumers connecting via multiple touch-points Among all Romanian Smart phone users: → 67% are interested in location-based vouchers (EU:48%) → 45% are interested in downloading a mobile phone app (EU:41%) → 20% are interested in QR codes (EU:32%) Among all Romanian Internet users: → 62% are interested in connecting via social networks (EU:38%) → 34% are interested in viewing video content as part of advertising campaigns (EU:30%) → 32% are interested in uploading video/ images to a brand’s website advertising (EU:24%) Base: All Internet Users (Online) n=989 20
    • 21. Benefits users get via digital EU: 81% EU: 44% EU: 43% WE:83% WE:51% WE:54% NE:85% NE:62% NE:61% SE:79% SE:35% SE:44% CEE:80% CEE:40% CEE:32% 85% of all Romanian 53% of all Romanian 23% of all Romanian Internet users state Internet users state Internet users state the internet helps of all Romanian Internet users state the internet the internet helps the internet helps them manage their helps them managetouch with friends or relatives keep in them book holidays lifestyle NE:66% SE:61% CEE:64% finances EU: 63% WE:62% or make travel arrangement 46% Base: All Internet Users (Online) n=989 21
    • 22. The internet is an entertainer and enabler 30% of Romanians are online during the traditional primetime TV evening slot (EU:52%) , All Internet Users (Online) 989 22
    • 23. Instant access to information at consumers fingertips 48% of Romanian Internet users visit news websites everyday Base: All Respondents (Online) n=1,008 23
    • 24. Internet enriches consumer communication 100% of Romanian Internet users communicate through email Base: All Internet Users (Online) n=989 24
    • 25. Communication with friends and family on Social media 93% of all Romanian 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=989 25
    • 26. Communications with brands on Social media Top activities carried out at least Top activities ever carried out Monthly ‘Liked’/ became a fan of a brand 52% ‘Liked’/ became a fan of a brand 67% EU: 42% EU: 67% Unfriended brand 20% Complained directly to a company 75% EU: 20% EU: 52% Complained about a brand/product 30% Complained about a brand/product 63% EU: 20% EU: 50% Complained directly to a company 20% EU: 19% Unfriended brand 48% EU: 47% Created group for favourite 18% Created group for favourite 40% brand/product EU: 16% brand/product EU: 32% Created group to boycott 16% Created group to boycott 34% brand/product EU: 11% brand/product EU: 27% %s Among Social Media users Base: All Internet Users (Online) n=989 26
    • 27. 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 27
    • 28. THANKS IAB Europe mediascope@iabeurope.eu 28

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