The Definitive European Media Consumption Study
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The Definitive European Media Consumption Study

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A presentation of European Interactive Advertising Association

A presentation of European Interactive Advertising Association

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The Definitive European Media Consumption Study The Definitive European Media Consumption Study Presentation Transcript

  • The D fi iti E Th Definitive European Media M di Consumption Study - Presentation for webit Alison Fennah, Executive Director European Interactive Advertising Association
  • Members •
  • Consumer trends – Mediascope Europe The basics Media trends Internet audiences Content online Future media trends
  • THE BASICS
  • Mediascope Europe UK 17% 6th consecutive year Denmark 2% Norway 1% Sweden 3% France 18% 10 European countries p Netherlands 5% 9095 people surveyed Belgium 3% Quotas on: age, gender 100% Europe education regional distribution within countries Spain 12% One source measuring all major media Germany 23% Italy 17%
  • Internet trends: going wireless 297m people across 10 countries studied 178m online (60%) li 143m have b db d h broadband 80% of internet users 48% of population 70m are wireless 49% of BB users 24% of total 16+ population
  • Women out number men online! women men 24% Germany, 43.3m y 10% Spain, 18.4m 6% Dutch, 11.1m 89.3m 89 3m 88.7m 88 7m (57%) (64%) + 10% YoY +2% YoY 20% France, 34.4m 83% across 5 18% United Kingdom, 32.4m 2% Denmark 3.7m markets UK Italy France Spain Germany 3.5% Sweden 2% Norway 6.0m 3.0m 11% Italy, 20m 3.5% Belgium 5.8m
  • MEDIA TRENDS
  • Internet, more media moving online 60% use the internet weekly Media planning: 52% of internet users 90% of youth media mesh & 68% youth 12.0 12 0 hours / week, highest to date week TV 29% 39% have 2+ PCs / laptops (home) Radio 27% Top media: afternoons, 71% reach evening 75% reach, after TV Heavy internet users (hours per week) UK Italy France Spain Denmark 13.5 13 5 13.4 13 4 12.3 12 3 12.1 12 1 12.1 12 1 35% feel lost without their internet
  • Printed newspapers down, online up? 72% read newspapers weekly Media planning: 57% of news readers media mesh & 60% youth 4.9 hours / week 59% news online, top category Top d T 2nd media: di mornings, 60% reach afternoons 49 % reach Heavy press readers (hours per week) UK Italy Dutch Sweden Germany 5.6 56 5.6 56 5.0 50 5.0 50 4.9 49 11% feel lost without their newspaper
  • Visual media, new advertising opportunities: online & mobile ? ? ? 16.0 15.4 15.3 Average number of hours per week 14.2 Watch TV, film, video clips online , , p 27% Download films, TV, video clips 17% On demand TV 11% e Watch video / film clips on mobile 6% Watch television (not through Internet) 2005 2006 2007 2008 [Base: All using each media (n=9095)]
  • INTERNET AUDIENCES
  • people online more… and they’re empowered 50m 50 people are h l heavy i t internet t users Keeping in Holidays / better product touch travel /service choice 3 in 10 heavy internet users 73% 54% 51% 76% online 5 days + / week Manage Health info Local gov’t info 84% for youth money Heavy internet users (16 hours+ per week) 46% 42% 39% 16-24 39% 12.9m Environmental Manage life Giving to 25-34 36% 14.5m issues changes charity 35-54 22% 16.2m 55+ Men 20% 32% 6.4m 28.4m 28 4m 35% 19% 14% Women 25% 22.3m
  • 40m golden youth, 25-34 year olds:Internet on par with TV 83% are online weekly Internet TV +45% time online up (since 2004) 63% online everyday 6.0 5.9 days days +16% more time online (than rest of EU) 83% 82% use weekly use weekly 13.9 13.7 hours/week hours/week can’t live without it: 45% 27% 44% online after 9pm 86% have broadband 37% media mesh (20% more likely) TV - Internet 50% wireless 36% h heavy online users li
  • CONTENT ONLINE
  • How are Europeans different online? Banking/Finance B ki /Fi Auction A ti TV websites b it 14% Italy 61% 50% EU 75% Sweden 12% Spain 38% 35% EU 50% Germany 5% Italy 27%15% EU 32% Sweden Music Price comparison technology 17% Sweden 42% 40% EU 59% France 17% Italy 33% 39% EU 50% Germany 22% Denmark 20%36% EU 42% France Local info Film Mobiles 24% Italy 49%40% 64% EU Belgium 24% Norway y 31% 38% EU 55% France 11% Dutch 14% 19% EU 25% Norway
  • France More Less 96% Search EU 84% 19% Ratings & reviews 92% Email EU 25% EU 79% 48% Social networking g 9% On demand TV EU 41% EU 11% 60% Instant Messaging EU 36% 27% VOIP EU 17% 29% Blogging gg g EU 17%
  • Spain More Less 47% social networking 63% Search EU 41% EU 84% 41% IM EU 36% 71% email EU 79% 32% watch TV / Film/ video clips EU 27% 27% Radio listening 37% Music downloads EU 30% EU 26% 30% download film /video EU 17% 20% Podcasting EU 13%
  • United Kingdom More 23% On demand TV EU 11% 38% Ratings & reviews EU 25% 31% Creating personal profiles EU 20%
  • And what about mobile? 30% Bluetooth 15% send/receive email 10% view internet sites 7% IM 6% watch video/ film 19% use their mobile to communicate without talking! 3% social networking email, IM, social networking
  • The future - media multi-tasker?
  • Why they’re important? Media multi-taskers account for 47% of e-Commerce spend across 10 countries studied €43bn
  • Where are they? 47% 53% 53% 27% 30% EU Average 19% 21% 22% 26% 7% 16% % of total population who use TV and internet simultaneously
  • Evolution…the consumer The media multi-tasker has grown almost 40% since 2006
  • Landscape; Empowerment… Media multi-taskers are 50% more likely to feel better equipped for lifestyle changes compared to their non multi-tasking counterparts Q22c Which of the following do you feelyou have been able to do more of as a result of using the internet ?
  • Habits… …are evolving, the multi-taskers now spend equal amounts of time between TV and Internet ……the traditional ‘prime time’ evening slot is diversifying 06:00 10:00 17:30 21:00 to to to to 10:00 10 00 17:30 17 30 21:00 21 00 06:00 06 00 TV and internet media multi-taskers Non TV and internet media multi-taskers 75% 76% 75% 57% 62% 54% 57% 50% 49% 49% 39% 43% 50% 53% 38% 39% 25% 30% 25% 26% 15% 17% 9% 26% 15% 13% 16% 5% 'When you wake up' (6am - 10am) 'During the Day' (10am - 5.30pm) 'During the Evening' (5.30pm - 'During the Night' (9pm - 6am) 9pm) Watch TV Read Newspapers Read Magazines Listen to Radio Use the Internet Q1b. What times of the day do you typically…during week?
  • Emphasis… TV / Internet MMTs 15.7 14.9 12.6 10.4 Non-MMTs Hours per week on each medium Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using each media?
  • Communicating… 53% TV / Internet MMTs 31% Non-MMTs 33% 19% Communicating Create social via Social Networking Networking profile Q7b. Which of the following types of web activities do you use at least once a month?
  • ‘Word of Web’…WOW TV / Internet MMTs 30% 31% 24% 22% ratings and reviews 20% 13% forums blogging gg g Non-MMTs Q1b. Which of the following types of web activities do you use at least once a month?
  • Informed… Choose better products… p 46% MMTs Non-MMTs 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?
  • Variety… …all categories are now considered purchases, not just high ticket Travel tickets 57% Non multi-taskers = 45% 90% of media multi-taskers shop online vs. Books 41% 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% Q16. Ever bought online any of the following products/services?
  • Right person, right time, right message Webmail Browses Streams check favourite / f Online Video O li Vid bookmarked Mobile sites internet on Surfing / Checks Online way to work news shopping 6am 11pm p
  • Trust… …established brand names are however still very important for multi-taskers Q5h. Which of the following to do you consider to be an important source of information when researching or considering a product or service?
  • SUMMING UP
  • Summary Technology is an enabler in all aspects of consumers lives Consumers are better informed than ever before Multiple ‘touchpoint’ opportunities now exist touchpoint Concurrent media usage offers the opportunity to build frequency Right time, right place with the right message Opportunity to take your brand across media and develop a message like never before KNOWING THE CONSUMER IS PARAMOUNT
  • THANKS ☺ EIAA afennah@eiaa.net