Evolution of Internet, Mobile, TV, Radio, Newspaper and Magazine consumption across Europe

6,029 views
5,783 views

Published on

A presentation from European Interactive Advertising Association for Internet World Congress (June2009)

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

No Downloads
Views
Total views
6,029
On SlideShare
0
From Embeds
0
Number of Embeds
161
Actions
Shares
0
Downloads
224
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Evolution of Internet, Mobile, TV, Radio, Newspaper and Magazine consumption across Europe

  1. 1. Insights into the evolution of Internet, Mobile, TV, Radio, Newspaper and Magazine consumption across Europe Alison Fennah, Executive Director European Interactive Advertising Association Presentation for Internet World Congress 23rd June
  2. 2. EIAA and Mediascope Europe EIAA = European Interactive Advertising MEMBERS OF THE EIAA MEMBERS OF THE EIAA Association Founded in 2002 European voice for the interactive advertising industry Significant investments in research “Mediascope Europe”: large scaled study of media consumption habits in Europe SPA has conducted the survey since 2005 2
  3. 3. Presentation agenda 1. Introduction Research Objective Methodology & Sample 2. Main Findings Internet Use How Long Internet users Spent Online Consumer Use of the Internet E-commerce Media Multi-tasking 3
  4. 4. Research objectives OVERALL PROJECT OBJECTIVE OVERALL PROJECT OBJECTIVE The broad aim of this study is to measure and track changes in media consumption The broad aim of this study is to measure and track changes in media consumption patterns by various demographic segments and nationalities. This work will show when, patterns by various demographic segments and nationalities. This work will show when, why and how often people are using different media – in particular use of the Internet for why and how often people are using different media – in particular use of the Internet for content, communication and commerce content, communication and commerce 4
  5. 5. Methodology & sample Norway – 1000 Belgium – 500 Netherlands – 500 Sweden – 1000 Denmark – 1000 UK – 1000 Germany – 1000 TOTAL SAMPLE TOTAL SAMPLE 9,000 interviews across 9,000 interviews across 10 European countries 10 European countries France – 1000 Within each territory quotas Within each territory quotas were set to ensure our were set to ensure our sample was representative sample was representative of each market. of each market. Spain – 1000 Quotas were applied on: age, Quotas were applied on: age, gender, education and regional gender, education and regional distribution within countries distribution within countries Italy – 1000 5
  6. 6. INTERNET USE
  7. 7. Weekly/weekend internet use In a typical 7 day week, that is Monday to Sunday / Over a typical weekend, can you tell me if you…? Typical 7 day week Internet use Typical 7 day week Internet use Weekend Internet use Weekend Internet use Use the Internet (%) Use the Internet (%) Denmark Denmark 3.7m 3.7m 84 Denmark 76 Denmark Netherlands Netherlands 11.1m 11.1m 81 Netherlands 71 Netherlands Norway Norway 3.0m 3.0m 79 Sweden 71 Sweden Sweden Sweden 6.0m 6.0m 79 Norway Norway 62 Belgium Belgium 5.8m 5.8m 67 France France 60 France France 34.4m 34.4m 66 Belgium Belgium 58 UK UK 32.4m 32.4m 64 UK UK 55 Germany Germany 43.3m 43.3m 61 Germany Germany 53 Europe Europe 178m 178m 60 Europe Europe 51 Spain Spain 18.4m 18.4m 53 Spain Spain 42 Italy Italy 20.0m 20.0m 40 Italy Italy 24 [Base: All Respondents in Europe (n=9095)] 7
  8. 8. Internet use grows over weekend In a typical 7 day week, that is Monday to Sunday / Over a typical weekend, can you tell me if you…? Typical 7 day week Internet use Typical 7 day week Internet use Weekend Internet use Weekend Internet use Use the Internet (%) Use the Internet (%) Change from 2008 Change 2007 Millions from 2007 Germany 43.3m 61 Germany 8% 53 16 – 24 years 3% 7.2m 95 16 – 24 years 14% 91 25 – 34 years 10% 6.4m 86 25 – 34 years 19% 76 35 – 54 years 20.3m 72 35 – 54 years 9% 62 55+ years 9.4m 33 55+ years 8% 27 66 Men 5% 58 Men 21.3m Women 9% 48 Women 22m 56 [Base: All German Respondents (n=1000)] 8
  9. 9. HOW OFTEN INTERNET USERS ARE ONLINE
  10. 10. Frequency of TV usage vs online In a typical seven day week, on average how many days do you use TV/internet? TV TV Internet Internet Germany Germany 7 7 Number of days per week Number of days per week Europe Europe 6 6,2 6,2 6 6,1 6,0 6,0 6,0 5,9 5,9 5,9 5,8 5,6 5,5 5,4 5,3 5 5 5,2 5,1 5 4,9 4,8 4,7 4 4 3 3 2004 2005 2006 2007 2008 2004 2005 2006 2007 2008 [Base: All Europe/Germany TV viewers (n=8540/943)] [Base: All Europe/Germany internet users (n=6021/611)] 10
  11. 11. 25-34-years-old: Internet catches up with TV - In a typical seven day week, on average how many days do you use TV/internet? - In a typical seven day week, approximately how many hours do you tend to spend using TV/ internet? 86% of the 25-34 year- 86% of the 25-34 year- TV TV olds use the Internet every olds use the Internet every Internet Internet week week + 10% since 2007 14,7 hours per week 14,7 hours per week Approximation 14,4 hours per week 14,4 hours per week + 25% since 2007 5,8 days per week 5,8 days per week The same 5,8 days per week 5,8 days per week + 5% since 2007 25-34 year olds spend more Nearly twice as many heavy Nearly twice as many heavy Watch TV less frequently Watch TV less frequently online users (42%) when online users (42%) when than Germans as a whole than Germans as a whole time online than watching TV compared to all Germans compared to all Germans [Base: All 25 - 34 year old Germany respondents using TV/Internet (n=98/91)] 11
  12. 12. 60% of the 25-34-years-old are online every day In a typical seven day week, on how many days do you use the internet? Europe 100 2006 2007 2008 Percent of 7 days 80 67 66 a week users 65 63 64 62 55 57 57 58 56 56 58 60 52 51 51 51 55 54 55 52 51 45 47 44 47 45 49 39 40 39 40 19 19 20 0 Europe UK France Germany Italy Spain Netherlands Belgium Denmark Sweden Norway [Base: All European internet users (n=6021)] Germany 100 2006 2007 2008 80 Percent of 7 days 63 60 57 a week users 60 53 53 47 44 43 47 48 39 40 38 35 37 36 37 40 30 32 33 28 20 0 Germany 16-24 years 25-34 years 35-54 years 55+ years Men Women [Base: All Germany internet users (n=611)] 12
  13. 13. Broadband / wireless penetration rates - Thinking about the place where you use the Internet the most, do you have a broadband connection? - And is this connection wireless? Broadband connection Broadband connection Broadband Broadband Wireless Wireless 2008 2008 millions millions millions millions 92% 31.6m 14,3 14,3 France France 45% 31.6m 91% 29.5m 18,6 UK UK 63% 29.5m 18,6 90% 5.4m 2,1 Sweden Sweden 39% 5.4m 2,1 89% 2.7m 1,6 Norway Norway 61% 2.7m 1,6 88% 3.3m 1,6 Denmark Denmark 47% 3.3m 1,6 86% 15.8m 7,3 Spain Spain 46% 15.8m 7,3 82% 4.79m Belgium Belgium 50% 4.79m 2,4 2,4 80% 142.5m Europe Europe 49% 142.5m 69,8 69,8 74% Broadband 8.2m Netherlands Netherlands 50% 8.2m 4,1 4,1 Wireless 74% 14.9m Italy Italy 14.9m 6,1 6,1 41% Germany 60% 26.0m Germany 42% 26.0m 10,9 10,9 [Base: All internet users (n=6613)] 13
  14. 14. CONSUMER USE OF THE INTERNET
  15. 15. Leading website types - Which of the following types of websites do you visit at least once a month? Top 12 Website Types (%) Top 12 Website Types (%) Price Travel Comparison Auction Index 112 Index 128 Index 143 80 Germany Europe 59% 60 49% 49% 50% 42% 39% 38% 35% 36% 33% 40 40% 33% 59% 55% 51% 50% 50% 47% 20 39% 39% 34% 32% 28% 27% 0 s vel tion Site s tion anc e i da ys log y i on Fi lm s rts ic New Tra rma on Auc F in Hol hno fash Spo Mus al info p aris an d Tec g and Lo c om ki ng th in eC Ban C lo Pr ic [Base: All internet users (n=6613) and all Germany internet users (n=611)] 15
  16. 16. Growth in internet activities in Germany Which of the following types of web activities do you use at least once a month? Mash Ups + 33% Blogging + 30% Podcasting + 29% The Internet becomes more and more an alternative to classic media and Creating social + classic ways of communication. networking profile 26% Listening to the + web radio 20% Making telephone + calls via internet 13% Instant Messaging + 11% [Base: All Germany internet users (n=611)] 16
  17. 17. Growth in website use in Germany Which of the following types of websites do you visit at least once a month? Travel + 45% Films + 23% Banking and + Finance 15% Internet gains more and more importance also in the individual daily routine of the users Holidays + 8% Property + 8% Local information + 6% Family and Kids + 6% [Base: All Germany internet users (n=611)] 17
  18. 18. E-COMMERCE
  19. 19. Key sources of information for research Which of the following to do you consider to be an important source of information when researching or considering a product or service? 75 Personal recommendations 64 65 Sales people in shops 46 63 Newspapers/magazines 49 62 Price comparison websites 50 55 Expert website reviews 45 54 Germany Product information in shops 51 Europe 51 Websites of well known brands 49 51 Customer website reviews 46 45 Websites of well known retailers 45 27 Content provided by Internet Provider 30 16 Info on internet via mobile 16 [Base: All internet users (n=6613) and all Germany internet users (n=611)] 19
  20. 20. Purchases made online in last 6 months In the last six months, how many purchases would you say you have made online? 2008 Results 2008 Results 96% 95% 94% 86% 79% 77% Number of purchases % 75% 75% 65% 63% 65 67 67 31 46% 56 43 38 34 6+ 23 22 11 1-5 46 37 41 42 41 31 28 30 36 35 27 Norw ay Denmark Sw eden UK Germany Netherlands Europe France Belgium Spain Italy Mean Score 14.62 15.95 15.38 16.70 9.63 6.66 9.20 6.48 4.91 4.97 3.24 2007 Results 2007 Results 83% Number of purchases % 79% 85% 70% 76% 72% 71% 74% 65% 6+ 39 27 53% 46 28 57 37 32 33 43% 24 16 1-5 12 44 42 39 40 47 41 33 38 37 31 28 Norw ay Denmark Sw eden UK Germany Netherlands Europe France Belgium Spain Italy Mean Score 9.83 11.72 5.68 15.67 8.11 5.94 7.71 5.69 4.53 3.44 2.87 [Base: All Europe internet users (n=6613)] 20
  21. 21. Levels of research online Have you ever researched/bought online or researched & bought off line any of the following products/services? EVER RESEARCHED ONLINE EVER RESEARCHED ONLINE TOP 5 GROWTH RATE -- GERMANY TOP 5 GROWTH RATE GERMANY 69 Travel tickets 68 Holidays Car accessories 67 Books + 44% since 2007 63 Electrical goods 52 Concert/Festival Books 51 Clothes + 43% since 2007 43 CDs Cars 39 Cars 35 Germany Theatre/Cinema + 30% since 2007 Europe 34 Home furnishings 31 Toys Music downloads DVDs 30 + 28% since 2007 26 Sports equipment 24 CDs Financial products Properties 24 [Base: All internet users (n=6613/ all Germany internet users (n=611)] + 26% since 2007 21
  22. 22. Levels of research online but bought offline Have you ever researched/bought online or researched & bought off line any of the following products/services? RESEARCHED ONLINE BUT BOUGHT OFFLINE RESEARCHED ONLINE BUT BOUGHT OFFLINE TOP 5 GROWTH RATE -- GERMANY TOP 5 GROWTH RATE GERMANY 48 Electrical goods 41 Travel tickets Car accessories 41 Books + 50% since 2007 40 Holidays 33 Clothes Toys 29 CDs + 38% since 2007 25 Concert/Festival Cars 25 Books 23 Germany Home furnishings + 37% since 2007 Europe 21 Mobile phones 20 Sports equipment Sports equipment DVDs 18 + 33% since 2007 18 Toys 16 Cars Music downloads Financial products 16 [Base: All internet users (n=6613)/all Germany internet users (n=611)] + 32% since 2007 22
  23. 23. MEDIA MULTI-TASKING
  24. 24. Who is the media multi-tasker? …54% of European media multi-taskers are 16-34 Europe % of total number of % of total number of non media multi-taskers media multi-taskers 16-24 25% 14% 25-34 29% 18% 35-44 22% 24% 45-54 13% 21% 55+ 11% 23% 24
  25. 25. Where are they? Country % of total population who use TV and internet simultaneously European Average 22% UK 27% France 26% Germany 19% Italy 7% Spain 16% Netherlands 30% Belgium 21% Denmark 53% Sweden 47% Norway 53% 25
  26. 26. Communicating… Q7b. Which of the following types of web activities do you use at least once a month? …the European media multi-tasker is adopting a ‘word of web’ attitude 87% 85% Non TV and internet media multi-taskers TV and internet media multi-taskers 53% 51% 38% 37% 82% 34% 31% 31% 77% 30% 25% 24% 24% 33% 27% 21% 25% 22% 20% 22% 14% 12% 13% 12% a il s ps l ip ing ite i ng cli io ds ms fil e ws ing ng rc h Em gs ag o rad loa oru ro v ie e oc gg ami a kin ss ide to wn nf gp re vid Bl o eg Se or Me rv in g do so kin nd or lin etw tan t Vo ten sic gh t or sa V On lN ns ,T Lis Mu ou netw atin g ,T cia I ilm gt h ial R film So gf ri n oc ga via hin Sh a gs din ing atc tin loa at W ea wn nic Cr Do mu C om 26
  27. 27. ‘Textversation’… Q7c/d Do you have a Mobile Phone/Blackberry or PDA/iPhone and if so in addition to making phone calls or sending text messages, which of the following activities have you undertaken ? …the evolution of the art of conversation? ……European media multi-taskers are adopting a ‘word of web’ attitude 52% Bluetooth (vs. 32% of non mulit-taskers) 23% Send/received email (vs. 16%) 22% View internet sites (vs. 10%) 29% use their mobile to 15% Mobile search (vs. 6%) communicate without talking! 12% Watch video/film (vs. 5%) email, IM, social networking Non multi-taskers = 20% 11% Download software (vs. 5%) 11% Mobile instant messenger (vs. 7%) 6% Social networking (vs. 2%) 27
  28. 28. ‘Word of Web’…WOW Q1b. Which of the following types of web activities do you use at least once a month? …on brand choice …European media multi-taskers are talking about your brand, sharing their brand experiences 87% 85% Non TV and internet media multi-taskers TV and internet media multi-taskers 53% 51% 38% 37% 82% 34% 31% 31% 77% 30% 25% 24% 24% 33% 27% 21% 25% 22% 20% 22% 14% 12% 13% 12% ing a il es g ps io ds ms fil e s l ip g ing Em sit gi n cli rad loa ru ro iew oc g in rc h n g sa e o o n fo p ev e og am Se a rki es v id gt do w on ng dr vid Bl ne g t wo tM or nin ic ts o rki an or nli Ne tan V te Mu s ug h tw ng s ,T V O ia l Ins ,T Lis ho ne ati ilm So c film gt cia l R af ia ing a ri n so ing gv atc h Sh ng ad tin W e ati nlo ic a Cr Do w un mm Co 28
  29. 29. Trust… Which of the following to do you consider to be an important source of information when researching or considering a product or service? …established brand names are however still very important for European media multi-taskers 67% 62% 57% 57% 54% 52% 52% 46% 47% 41% 42% 41% Personal Websites of well Price comparison Customer website Website review Website of well recommendations known brands websites reviews written by experts known retailers TV and internet media multi-taskers Non TV and internet media multi-taskers 29
  30. 30. Why they’re important? European Media Multi-Taskers account for 47% Of European e-Commerce €43bn 30
  31. 31. e-Commerce… Q18/19. In the last six months, how many purchases would you say you have made online and approximately how much money would you say you spent in total on all your online purchases? …European media multi-taskers shop more frequently online …media multi-taskers are spending 26% more than non multi-taskers 900 14 €798 800 12 700 12 €632 10 nos. of online purchases 600 Online Spend €m 8 500 400 7 6 300 4 200 2 100 0 0 Media multi taskers non media multi taskers online spend nos. of online purchases 31
  32. 32. Variety… Q16. Ever bought online any of the following products/services? …all categories are now considered purchases, not just high ticket Travel tickets 57% Non multi-taskers = 45% 90% of European media multi-taskers shop Books 41% online vs. 80% of those who do not multi-task Non multi-taskers = 36% Electrical goods 41% Non multi-taskers = 27% Clothes 41% Non multi-taskers = 27% Concert/theatre/festival tickets 41% Non multi-taskers = 30% Holidays 40% Non multi-taskers = 32% 32
  33. 33. Informed… Which of the following do you do you feel you have been able to do more of as a result of using the internet? …the European media multi-tasker is making educated brand decisions 80% 60% 58% 54% 45% Keep in touch Choose better Book travel / Access health with friends products holidays Manage finances information Non multi-taskers Non multi-taskers Non multi-taskers Non multi-taskers Non multi-taskers = 69% = 46% = 51% = 42% = 41% Half (48%) of media multi-taskers researching online changed their minds about the brand they were about to buy (vs 36%) 33
  34. 34. Access… In which of the following locations do you access the Internet in a typical week? Locations access the Internet 95% of TV and internet 4% log on at an internet café media multi-taskers access Non multi-taskers = 3% the internet from home Non multi-taskers = 92% 44% use the internet at work 13% surf the internet on their Non multi-taskers = 39% mobile Non multi-taskers = 5% 17% go online at school, 12% access the internet via a college or university PDA or using a laptop in a Non multi-taskers = 9% wi-fi location Non multi-taskers = 6% 34
  35. 35. Right person, right time, right message Webmail Browses Streams check favourite / Online Video bookmarked Mobile sites internet on Surfing / Checks Online way to work news shopping 6am 11pm 35
  36. 36. Evolution…the consumer The media multi-tasker has grown almost 40% since 2006 The media multi-tasker is under 35 years of age, however the greatest growth is amongst the 55+ age group, up 75% since 2006 Males were the original media media- taskers, but the activity has grown rapidly amongst women, 50% growth in the last 3 years (+16% amongst men) 36
  37. 37. Evolution…for brands Consumers are becoming more empowered to formulate and communicate opinions on brands Brand management requirements Consumers are changing their minds as a result of access to more information, enabled by technology ‘Shopsavvy’ for the iPhone and G1 Researching more online, even for non transactional products / services Practical impacts Higher online shopping frequency Increased online spending Purchasing in a broad range of vertical categories 37
  38. 38. SUMMARY OF FINDINGS
  39. 39. Key Findings With 43.3m users Germany is the largest online population across the study Internet use grows foremost over the weekend and shifts from information to entertainment The Internet’s role regarding to leisure topics and lifestyle is increasing Media consumption of 25-34-years-old: Internet almost catches up with TV Internet is important for German consumers in respect of product information and purchase decisions The need for marketers to manage and build their brand reputation online is growing rapidly with the emergence of the ‘Word of Web’ through media multi-tasking as the internet continues to empower consumers 39
  40. 40. THANKS ☺ EIAA info@eiaa.net 40

×