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EIAA Avrupa Internet Kullanıcıları Arastirmasi (Mediascope Europa 2010)
 

EIAA Avrupa Internet Kullanıcıları Arastirmasi (Mediascope Europa 2010)

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    EIAA Avrupa Internet Kullanıcıları Arastirmasi (Mediascope Europa 2010) EIAA Avrupa Internet Kullanıcıları Arastirmasi (Mediascope Europa 2010) Presentation Transcript

    • Mediascope Europe 2010 Alison Fennah Executive Director European Interactive Advertising Association Zurich 3 March 2010
    • Background  The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan- European voice for the interactive advertising industry  EIAA has made significant investment in research, particularly in the areas of media consumption, spend and advertising efficiency  As part of this commitment to research, the EIAA has for the past six years conducted a large scale study of media consumption habits in Europe  enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad budgets  SPA has conducted the survey since 2005 3
    • Presentation Agenda 1. Introduction  Research Objective  Methodology & Sample 2. Main Findings  Internet Use  How Long Internet users spent Online  How Often Internet Users are Online  Media Meshing  The Role of Broadband  Consumer Use of the Internet  Mobile Phone Use & Technology in Household  E-commerce 4
    • Research Objectives  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, why and how often people are using different media – in particular use of the Internet for content, communication and commerce  This year a key difference is the inclusion of internet usage via mobile devices 5
    • Methodology & sample  In 2010 the study was expanded to include 5 new territories – Portugal, Switzerland, Poland, Turkey and Russia  4,000 Computer Assisted Telephone Interviews (CATI) were conducted in 4 Norway: countries (UK, Germany, France, Spain) Online 1,000 Omnibus 500 Russia:  11,000 online interviews using online panels Online 1,000 Sweden: Omnibus 1,000 and 8,500 interviews using an Omnibus study Online 1,000 were conducted in Norway, Sweden, Omnibus 500 Denmark, Belgium, Netherlands, Italy, Portugal, Russia, Turkey, Switzerland and Denmark: Online 1,000 Portugal UK: Omnibus 500 CATI 1,000 Poland:  Fieldwork took place in all territories in Online 1,000 Omnibus 1,000 Netherlands: November 2009 Online 1,000 Omnibus 500 Germany: CATI 1,000  Interview length ranged from 20-25 minutes  The application of quotas ensured that Belgium: France: representative samples were achieved in Online 1,000 CATI 1,000 Omnibus 500 each country Turkey: Italy: Online 1,000 Online 1,000  quotas on age, gender, education and Omnibus 1,000 Omnibus 2,000 regional distribution Spain: CATI 1,000 Portugal: Online 1,000 Omnibus 500 Switzerland: Online 1,000 Omnibus 500 6
    • Weighting data Population Weighting Ratio 10 Weighting Ratio  Results at the total level were weighted (mill) country 15 country to take into account the different Netherlands 13.8 4.6% 2.7% countries’ population sizes Norway 3.8 1.3% 0.7% Sweden 7.6 2.6% 1.5% Belgium 8.7 2.9% 1.7%  Using 2009 data from the UN, 2 Denmark 4.5 1.5% 0.9% weighting matrices were constructed, UK 50.9 17.1% 9.8% one comprising a figure for the original Germany 71.1 23.9% 13.6% 10 countries, and one for all 15 France 52.5 17.6% 10.1% countries Spain 34.7 11.6% 6.7% Italy 50.3 16.9% 9.6%  A sample size of 10,000-12,000 provides Russia 119.3 22.9% accurate data to ± 1.1 – 0.8% at the 95% 32.7 Poland 6.3% confidence level Turkey 55.9 10.7% Portugal 9.0 1.7% Switzerland 6.4 1.2% Total EU (10) 297.9 Total EU (15) 521.2 7
    • INTERNET USE
    • Weekly Internet use – Net PC and Mobile Switzerland ranked 4 in Europe Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a laptop or desktop computer / Use the internet via a mobile phone or PDA device ? 2010 % Use 2010 Millions 78% 70% Norway 86% 3.3m 64% 50% Netherlands 84% 11.6m 29% Denmark 84% 3.8m 16-24 25-34 35-44 45-54 55+ Switzerland 84% 5.4m Sweden 81% 6.2m 2010 60.2 66.2 61.7 43.8 47.2 Millions UK 73% 37.3m France 69% 36.2m Belgium 69% 6.0m 58% 50% Germany 62% 43.8m Spain 58% 20.2m Male Female Europe (15) 54% 278.9m 2010 Millions 143.9 135.2 Poland 52% 16.9m Portugal 52% 4.6m Italy 46% 23.2m Russia 36% 42.4m Turkey 33% 18.2m [Base: All Respondents in Europe (n=12554)] 9
    • Weekly Internet use – PC vs Mobile Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a laptop or desktop computer / Use the internet via a mobile phone or PDA device ? 2010 % 2010 2010 % PC Use 2010 Millions Mobile Use Millions 90% Norway 84% 3.2m 14% 0.5m 84% 77% Netherlands 84% 10% 1.4m 68% 59% 11.6m 64% Denmark 84% 3.8m 11% 0.5m 37% Switzerland 84% 5.4m 18% 1.1m 10 21% 18% Country 14% 10% 13% 10% Sweden 81% 6.2m 20% 1.5m 4% UK 73% 37.0m 20% 10.3m 16-24 25-34 35-44 45-54 55+ Male Female France 69% 36.0m 11% 5.5m Belgium 68% 5.9m 16% 1.4m Europe (10) 64% 189.7m 12% 34.4m 75% 67% 62% Germany 61% 7% 5.0m 55% 48% 42.5m 48% Spain 58% 20.1m 7% 2.3m 24% 27% 21% 16% 16% Europe (15) 51% 266.9m 14% 71.1m 10% 12% 15 5% Poland 51% 16.8m 15% 4.8m Country 16-24 25-34 35-44 45-54 55+ Male Female Portugal 51% 4.6m 5% 0.5m Italy 45% 22.5m 12% 5.8m Russia 33% 39.8m 15% 18.2m [Base: All Respondents in Europe (10) (n=7540)] Turkey 20% 10.9m 21% 12.0m [Base: All Respondents in Europe (15) (n=12554)] 10
    • Weekly Internet use – Net & PC vs Mobile (Switzerland) Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a laptop or desktop computer / Use the internet via a mobile phone or PDA device ? 2010 2010 2010 2010 Total Internet Use Millions PC Internet Use Millions Mobile Internet Use Millions Switzerland 84% 5.4m 84% 5.4m 18% 1.1m 2010 2010 2010 2010 Total Internet Use Millions PC Internet Use Millions Mobile Internet Use Millions 16-24 96% 1.1m 96% 1.1m 27% 0.3m 25-34 95% 0.9m 95% 0.9m 22% 0.2m 35-44 92% 1.2m 91% 1.2m 22% 0.3m 45-54 83% 1.1m 83% 1.1m 18% 0.3m 55+ 66% 1.1m 64% 1.1m 8% 0.1m Male 86% 2.8m 86% 2.8m 26% 0.8m Female 82% 2.6m 81% 2.6m 10% 0.3m [Base: All Respondents in Switzerland (n=501)] 11
    • Internet use during the day (Switzerland) Q1b/2b. What times of the day do you typically…during week? Watch TV Read Newspapers Read Magazines Listen to Radio Use the Internet (total) Use the Internet (computer) Use the internet (mobile) 90% 2010 % 83% 81%76% 77% 74% 76% 67% 66% 64% 66% 63% 60% 48% 51% 35% 39% 40% 39% 33% 38% 26% 31% 22% 26% 14% 9% 8% 06:00 to 10:00 10:00 to 17:30 17:30 to 21:00 21:00 to 06:00 [Base: All Switzerland using each type of media – TV (n=462) Nsp (n=476) Mgz (n=359) Rad (n=428) Int via PC (n=414) Int via Mob (n=86) All Int (n=417)] 12
    • High internet use in age groups 16-44 in Switzerland Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a laptop or desktop computer / Use the internet via a mobile phone or PDA device ? 2010 Weekday Internet Use 2010 Weekend Internet Use Switzerland 82% Switzerland 69% 2010 Weekday Internet Use 2010 Weekend Internet Use 16-24 95% 16-24 93% 25-34 94% 25-34 80% 35-44 89% 35-44 73% 45-54 79% 45-54 66% 55+ 62% 55+ 45% Male 85% Male 73% Female 78% Female 64% [Base: All Respondents in Switzerland (n=501)] 13
    • Lower than average TV use in Switzerland Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Watch TV? 2010 % Use Italy 98% 93% 94% 95% 94% 94% Belgium 98% Turkey 98% Norway 97% Netherlands 97% 16-24 25-34 35-44 45-54 55+ Denmark 97% Portugal 96% 94% 94% Sweden 95% UK 94% Europe (15) 94% France 93% Male Female Russia 93% Spain 93% Switzerland 92% Poland 92% Germany 90% [Base: All Respondents in Europe (n=12554)] 14
    • Weekly TV use – (Switzerland) Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Watch TV? 2010 Total TV Use Switzerland 92% 2010 Total TV Use 16-24 92% 25-34 90% 35-44 95% 45-54 89% 55+ 93% Male 90% Female 94% [Base: All Respondents in Switzerland (n=501)] 15
    • HOW LONG CONSUMERS SPEND WITH EACH MEDIA
    • Hours spent per week using each media Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using each media? 2004 2006 2008 2010 (Europe 10) 2010 ( Europe 15) 14.515.314.214.815.9 13 14.8 13.212.412.1 11.3 12 12.312.1 11.811.6 8.8 6.4 6.4 5.3 5.2 4.9 4.7 4.8 4.5 4.0 3.9 3.8 4.1 Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) 2010 14.5 11.0 11.4 11.0 5.5 5.5 3.9 Switzerl and Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) [Base: All Switzerland using each type of media – TV (n=462) Nsp (n=476) Mgz (n=359) Rad (n=428) Int via PC (n=414) Int via Mob (n=86) All Int (n=417)] 17
    • Ad investment vs. time spent Switzerland 57 % Werbeausgaben Print (Zeitungen & 10 pro Medium Magazine) % Nutzung pro 6 Medium 27 Online 5 36 Radio 33 27 TV 0 20 40 60 •Quellen: Werbeinvestitionen: Media Focus Werbedruckstatistik 2009 Medianutzung: EIAA Mediascope Schweiz, Wöchentliche Nutzung der Medien in % 18
    • Hours spent watching TV per week by country Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend watching TV? 16.6 17.6 13.9 14.0 14.2 14.5 15.0 15.2 15.1 15.6 15.7 16.0 12.7 14.3 10 15 countries countries 16-24 25-34 35-44 45-54 55+ Male Female 16-24 25-34 35-44 45-54 55+ Male Female 2008 11.4 13.7 13.0 13.8 16.2 13.7 14.6 2006 13.2 14.1 14.0 15.3 17.2 14.6 15.9 2006 16.4 17.8 16.5 14.2 15.3 14.5 15.7 14.3 13.9 13.0 14.7 2008 13.9 15.5 14.6 14.1 14.2 13.5 15.0 14.3 12.4 11.7 14.5 23.0 2010 18.0 16.4 15.9 15.8 15.5 15.4 15.0 hours 14.8 14.7 14.5 13.8 13.7 13.5 13.0 12.8 11.0 TK IT UK EU (15) PO RU BE NO EU (10) DK NE FR PRT SWE SP GE SWI [Base: All European (10) TV users (n=7143)] [Base: All European (15) TV users (n=11902)] 19
    • Lowest TV hours in Europe in Switzerland Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend watching TV? 12.4 11.4 11.5 11.0 10.5 10.3 10.4 9.2 Switzerland Switzerland 16-24 25-34 35-44 45-54 55+ Male Female [Base: All Switzerland TV users (n=462)] 20
    • Over 10 hours per week online 16 – 54 in Switzerland Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Total Internet PC Use Mobile Use 14.3 13.1 13.1 12.9 13.0 Switzerland 12.4 Total Internet 10.6 10.2 10.6 10.3 Av. 9.7 9.5 8.5 8.6 11.4 7.5 5.7 5.6 5.4 5.1 4.5 3.5 Switzerland 16-24 25-34 35-44 45-54 55+ Male Female [Base: All Switzerland internet users (n=417)] [Base: All Switzerland internet on PC users (n=414)] [Base: All Switzerland internet on mobile users (n=86)] 21
    • Proportion of heavy internet users – Net PC and Mobile (16hrs+) Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? 2004 16% 19% 21% 20% 19% 22% 18% 17% 18% 16% 12% 2006 23% 26% 32% 30% 26% 25% 30% 27% 24% 23% 28% 2008 24% 35% 29% 26% 28% 23% 29% 28% 23% 24% 32% 39% 38% 38% 37% 36% 34% 32% 31% 29% 29% 28% 27% 27% 24% 24% 23% 17% 2010 % PRT NO UK DK SP SWE PO BE FR EU (10) EU (15) NE SWI RU TK GE IT NB. Heavy users defined as using Internet for 16 hours or more. [Base: All European (10) internet users (n=5011)] [Base: All European (15) internet users (n=7162)] 22
    • Proportion of heavy internet PC vs mobile users (16hrs+) Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? 37% 38% 36% 35% 35% 2010 % 30% 29% 28% 27% 27% 27% 26% 26% Heavy 23% 25% 21% users on PC 14% PRT NO UK DK SP SWE PO BE FR EU (10) EU (15) NE SWI RU TK GE IT 2010 21% (16 hrs+ 13% usage) 11% 9% 10% 11% 8% 6% 7% 8% 8% 6% on 5% 3% 4% 5% 3% Mobile PRT NO UK DK SP SWE PO BE FR EU (10) EU (15) NE SWI RU TK GE IT NB. Heavy users defined as using Internet for 16 hours or more. [Base: All European (10) internet users (n=5011)] [Base: All European (15) internet users (n=7162)] [Base: All European (10) internet on PC users (n=4969)] [Base: All European (15) internet on PC users (n=6823)] [Base: All European (10) internet on mobile users (n=874)] [Base: All European (15) internet on mobile users (n=1699)] 23
    • Heavy mobile internet users (Defined as everyday use) Q4. In a typical seven day week, on how many days do you use the internet? 2010 Europe (10) 2010 Europe (15) Heavy Mobile Internet 41% 45% 42% 42% 39% 37% 30% 37% 33% 34% 36% Usage By 32% 29% 32% Demographic % 16-24 25-34 35-44 45-54 55+ Male Female 88% 51% 43% 43% 42% Heavy 40% 39% 35% 34% 33% Mobile 29% 24% 23% 22% 22% 22% Internet 14% Usage % TK NE FR UK SWI EU (15) GE DK EU (10) PRT PO BE NO SP SWE RU IT [All European10/15 internet Mobile users (n=874/1699)] 24
    • Heavy internet users – bigger demographic differences across Europe Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Total Internet PC Use Mobile Use 43% 40% 34% 32% EU Total 31% 30% 28% 26% 27% Internet Ave 24% 29% 21% 20% 20% 17% 10% 9% 10 7% 8% 8% 8% countries 3% 16-24 25-34 35-44 45-54 55+ Male Female 2008 39% 36% 24% 21% 20% 32% 25% 2006 38% 33% 24% 19% 16% 32% 21% 2004 23% 19% 19% 14% 13% 21% 13% 41% 39% 32% 31% 30% EU Total 30% 27% 25% 26% Internet Ave 23% 28% 19% 18% 19% 17% 13% 10% 9% 9% 10% 8% 2% 15 countries 16-24 25-34 35-44 45-54 55+ Male Female [Base: All European (10) internet users (n=5011)] [Base: All European (15) internet users (n=7162)] [Base: All European (10) internet on PC users (n=4969)] [Base: All European (15) internet on PC users (n=6823)] [Base: All European (10) internet on mobile users (n=874)] [Base: All European (15) internet on mobile users (n=1699)] 25
    • Heavy internet users have more even profile in Switzerland Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Total Internet PC Use Mobile Use Switzerland 38% Total Internet 34% Ave 33% 33% 32% 32% 27% 24% 24% 25% 24% 20% 19% 17% 18% 11% 8% 7% Switzerland 4% 5% 3% 0% 16-24 25-34 35-44 45-54 55+ Male Female [Base: All Switzerland internet users (n=417)] [Base: All Switzerland internet on PC users (n=414)] [Base: All Switzerland internet on mobile users (n=86)] 26
    • Heavy mobile internet users (Defined as everyday use) (Switzerland) Q4. In a typical seven day week, on how many days do you use the internet? 52% 45% 45% 42% 43% 35% 35% 28% Heavy Mobile Internet Usage By Demographic % Switzerland 16-24 25-34 35-44 45-54 55+ Male Female [All Switzerland internet Mobile users (n=86)] 27
    • HOW OFTEN INTERNET USERS ARE ONLINE
    • Proportion of TV and internet users online everyday in Switzerland Q4. In a typical seven day week, on how many days do you watch TV/use the internet? TV Usage % Internet PC Usage % Switzerland 52% Switzerland 47% 16-24 42% 16-24 56% 25-34 42% 25-34 60% 35-44 47% 35-44 43% 45-54 52% 45-54 41% 55+ 69% 55+ 35% Male 50% Male 53% Female 54% Female 40% [Base: All Switzerland TV users (n=462), All Switzerland internet PC users (n=414)] 30
    • Days spent online in a typical week by demographic (Switzerland) Q4. In a typical seven day week, on how many days do you use the internet? PC Use Mobile Use 5.8 5.9 5.7 5.7 5.4 5.4 5.3 5.3 5.2 5.1 5.2 5.1 5.1 5 4.8 4.5 Switzerland Switzerland 16-24 25-34 35-44 45-54 55+ Male Female [Base: All Switzerland internet on PC users (n=414)] [Base: All Switzerland internet on mobile users (n=86)] 31
    • MEDIA MESHING
    • Media Consumption Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you…? 96%95% 93%94%94% 2004 2006 2008 2010 (10) 2010 (15) 78%75% 76% 78% 76% 72% 70% 64% 64% 64% 65% 60% 58% 10 54% 53% 51% 53%51% 47% 47% Countries 12%14% Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) 2010 92% 95% 85% 84% 84% 71% Switzerl and 18% Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) [Base: All Europe 10 respondents (n=7540/12554)] [Base: All Switzerland respondents (n=501)] 34
    • Media would be lost without - Europe Q5h. Which one type of media do you think fits best with this statement? 2008 2010 (10 Countries) 2010 (15 Countries) 32% 29% 33% 33% All 25% 31% 29% 30% respondents 17% 14% 12% 10% 10% 9% 2% 3% 1% 3% 2% Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) 61% 56% 54% 48% 35% All 27% 21% 19% 17% respondents 9% 8% 7% 11% 7% 5% 5% 1% 1% 1% accessing all media Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) NB. %s given for media access .i.e. 31% 50% 49% for television is among TV viewers. 18% 43% 42% 34% for radio is among radio listeners etc. 31% 18% 18% 15% 13% 13% All 11% 4% 3% respondents accessing each media Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) [Base: All Europe Respondents (n=10103/15142)] [Base: All Europe Respondents accessing all media (n=444/940)] 35
    • High dependence on internet in Switzerland Q5h. Which one type of media do you think fits best with this statement? 2010 52% 50% All respondents 14% 13% 9% 2% 1% Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) 66% 64% All respondents 14% 9% 2% 6% accessing all 0% media Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) 58% 57% 14% 15% All 9% 3% 1% respondents accessing each media Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines (not through (not through (total) (PC) (Mobile) Internet) Internet) [Base: All Switzerland Respondents (n=501)] [Base: All Switzerland Respondents accessing all media (n=106)] 36
    • Media Meshing: TV - other media used Q5b-f. When you’re mainly watching TV, which other media do you sometimes use? 10 Countries 15 Countries (2008 data) 28% (20%) 30% INTERNET ON PC INTERNET ON PC (63%) (51%) MAGAZINE MAGAZINE (51%) (47%) 21% (20%) 19% TV TV INTERNET ON INTERNET ON (94%) MOBILE (94%) MOBILE (7%) 12% (12%) 21% (14%) RADIO RADIO (75%) 4% 5% (64%) NEWSPAPER NEWSPAPER (70%) (65%) 25% (24%) 28% NONE: 30% NONE: 43% (48%) [Base: All Europeans (10) who watch TV (n=9385)] [Base: All Europeans (15) who watch TV (n=13918)] 37
    • Media Meshing: TV/Radio - other media used (Switzerland) Q5b-f. When you’re mainly watching TV, which other media do you sometimes use? Switzerland Switzerland 60% 44% INTERNET ON PC TV (84%) (92%) MAGAZINE MAGAZINE (71%) (71%) 47% 52% INTERNET ON TV INTERNET ON RADIO (85%) MOBILE (92%) MOBILE (18%) 51% (18%) 55% INTERNET ON PC RADIO 10% (84%) 9% (85%) NEWSPAPER NEWSPAPER (95%) (95%) 66% 67% NONE: 10% NONE: 8% [Base: All Switzerland who watch TV (n=915)] [Base: All Switzerland who use radio (n=767)] 40
    • European trends in media meshing Q4. In a typical seven day week, on how many days do you watch TV/use the internet? TV/Newspapers TV/Internet 19% 2010 2010 28% 20% 2008 2008 20% 42% 2006 2006 15% [Base: All Switzerland TV users (n=462), All Switzerland internet PC users (n=414)] 42
    • THE ROLE OF BROADBAND
    • Broadband penetration rates QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection? 2010 2010 % Millions 2008 2006 88% 89% 86% 87% 81% 81% 82% UK 95% 35.5m 95% 85% Norway 94% 3.1m 94% 86% France 93% 87% 10 33.9m 93% countries Portugal 93% 4.3m 16-24 25-34 35-44 45-54 55+ Male Female 2010 Sweden 92% 5.7m 94% 85% Millions 32.3 36.8 37.9 25.3 31.2 86.8 75.7 Spain 90% 2008 86% 90% 86% 84% 79% 88% 82% 18.1m 90% 77% Switzerland 89% 2006 81% 81% 78% 78% 71% 82% 74% 4.8m Denmark 88% 3.3m 96% 86% 84% 86% 84% 81% 84% 82% Italy 86% 19.9m 84% 73% 80% Belgium 86% 5.0m 92% 87% Europe (10) 85% 162.6m 85% 78% Europe (15) 83% 15 232.0m countries 16-24 25-34 35-44 45-54 55+ Male Female Russia 81% 34.5m 2010 50.8 56.7 51.9 35.6 37.9 120.8 111.4 Poland 80% 13.6m Millions Netherlands 77% 8.9m 79% 77% Germany 64% 28.1m 68% 64% [Base: All European 10 internet users (n=7699)] Turkey 64% 11.6m [Base: All European 15 internet users (n=12053)] 44
    • Wireless broadband penetration rates QC3b. And is this connection wireless? 2010 2010 % Millions 2008 UK 72% 64% 62% 59% 61% 61% 25.6m 63% 56% 49% Norway 67% 2.1m 61% Portugal 64% 2.7m Europe (10) 59% 95.3m 49% 16-24 25-34 35-44 45-54 55+ Male Female 2010 Denmark 58% 1.9m 47% 20.8 22.9 22.4 15.3 15.4 48.9 46.4 Millions Germany 57% 15.9m 42% 2008 57% 50% 46% 47% 42% 46% 52% Spain 57% 10.3m 46% Turkey 57% 6.7m Belgium 56% 2.8m 50% 55% 58% 56% 52% 51% 48% France 54% 18.4m 45% 44% Europe (15) 52% 120.8m Italy 52% 10.4m 41% 16-24 25-34 35-44 45-54 55+ Male Female Switzerland 51% 2.5m 2010 28.2 29.6 29.9 18.3 16.7 58.4 62.1 Netherlands 50% 4.5m 50% Millions Sweden 48% 2.7m 39% Russia 33% 11.5m Poland 28% 3.8m [Base: All European 10 broadband users (n=6687)] [Base: All European 15 broadband users (n=10330)] 45
    • Broadband /wireless demographics penetration rates (Switzerland) QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection? QC3b. And is this connection wireless? Switzerland – Broadband Penetration Switzerland – Wireless Broadband Penetration 92% 94% 94% 89% 87% 85% 84% 79% 62% 57% 57% 46% 40% 28% 16-24 25-34 35-44 45-54 55+ Male Female 16-24 25-34 35-44 45-54 55+ Male Female 2010 2010 0.9 0.9 1.1 0.9 0.9 2.6 2.2 Millions 0.7 0.6 0.7 0.4 0.3 1.2 1.3 Millions [Base: All Switzerland internet users (n=849)] [Base: All Switzerland broadband users (n=772)] 46
    • CONSUMER USE OF THE INTERNET
    • Wide range of internet activities in Switzerland Q7b. Which of the following types of web activities do you use at least once a month? Q7bi2. Have you transferred any of the content you downloaded on to another device? 10 Country 2008 2006 Switzerland Search 82% 84% 89% 88% Email 81% 79% 85% 89% (Net) Social Networking 51% 50% 55% Communicating via SN sites 45% 41% 49% Instant Messaging 37% 36% 37% 37% 51% / 57% of Watching film, TV or video clips 29% 27% 12% 37% respondents in Europe (10/15 Listening to radio 26% 30% 30% 26% countries) who 24% 26% have downloaded Music downloads 26% 31% music, podcasts, Ratings and reviews 23% 25% 19% 22% films, TV or video clips have also Online gaming 22% 17% 17% 32% transferred the content they Forums 21% 24% 26% 23% downloaded onto Downloading film,TV, video clips 17% 20% another device 17% 17% Making telephone calls 17% 17% 15% 23% On Demand TV 15% 11% 7% [Base: All European 14% 10 internet users Blogging 14% 17% 15% (n=8446)] Creating / sharing content 14% 17% 16% 14% [Base: All Part of SN Community 13% 13% European 15 internet users Podcasting 11% 13% 12% 12% (n=13333)] Micro blogging 4% 3% 48
    • Activities cannot live without Q7bi. And which of those web activities that you undertake monthly could you not live without? 10 Country 2008 15 Country Email 40% 30% 46% Search 32% 27% 40% Communicating via SN sites 14% 6% 17% Instant Messaging 10% 10% 17% Making telephone calls 4% 2% 8% Music downloads 3% 2% 5% Listening to radio 3% 2% 5% Online gaming 3% 2% 6% Watching film, TV or video clips 3% 1% 5% Downloading film,TV or video clips 2% 1% 5% Forums 2% 2% 5% [Base: All European 10 internet users Blogging 1% 1% 2% carrying out multiple activities Creating and sharing content 1% 1% 2% (n=7728)] Ratings and reviews 1% 1% 3% On Demand TV 1% 0% 1% [Base: All European 15 Part of SN Community 1% 2% internet users carrying out Podcasting 0% 0% 1% multiple activities Micro blogging 0% (n=12308)] 0% Something 87% 82% 87% 49
    • Swiss people engaged with and dependent on internet Q7bi. And which of those web activities that you undertake monthly could you not live without? Switzerland Email 59% Search 43% Communicating via SN sites 18% Instant Messaging 15% Making telephone calls 7% Music downloads 5% Listening to radio 7% Online gaming 10% Watching film, TV or video clips 6% Downloading film,TV or video clips 4% Forums 3% Blogging 2% Creating and sharing content 2% [Base: All Switzerland Ratings and reviews 2% internet On Demand TV users 1% carrying out Part of SN Community 2% multiple activities Podcasting 1% (n=896)] Micro blogging 0% Something 83% 50
    • Leading website types Q7a. Which of the following types of websites do you visit at least once a month? 10 Country 2008 2006 2004 15 Country News 57% 59% 63% 59% 56% Banking & Finance 49% 50% 50% 45% 46% Travel 44% 49% 53% 46% 37% Local Information 42% 49% 51% 49% 40% Holidays 37% 42% 49% 31% Price Comparison 37% 39% 38% 34% Auction 35% 35% 36% 26% 32% Films 35% 38% 34% 24% 35% Music 35% 40% 47% 38% 31% Technology 34% 36% 40% 32% Sports 33% 33% 38% 33% 28% Clothing / Fashion 33% 33% 33% Health 26% 29% 32% 25% Jobs 25% 24% 29% 27% 26% Games 24% 18% 18% 23% 22% Cars/Motoring 24% 23% 28% 25% 24% [Base: All European Family & Kids 20% 23% 22% 20% 10 internet users Furniture / Furnishings 20% 21% 19% (n=8446)] TV 19% 15% 17% 22% [Base: All Mobile Phones 19% 19% 22% 17% 22% European 15 internet users Personal Care 16% 17% 18% (n=13333)] Property 15% 19% 23% 16% Dating 8% 6% 6% 3% 9% 51
    • News leads website types in Switzerland Q7a. Which of the following types of websites do you visit at least once a month? Switzerland News 64% Banking & Finance 54% Travel 47% Local Information 39% Holidays 34% Price Comparison 35% Auction 43% Films 28% Music 27% Technology 27% Sports 25% Clothing / Fashion 33% Health 17% Jobs 22% Games 33% Cars/Motoring 12% Family & Kids 14% Furniture / Furnishings 14% TV 22% [Base: All Switzerland Mobile Phones 18% internet users Personal Care 12% (n=947)] Property 15% Dating 9% 52
    • Internet’s impact on lifestyle 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? 10 Country 15 Country Keep in touch with friends / 72% 71% relatives Book holidays / travel arrangements 48% 43% Choose better products or services 47% 50% Manage finances 44% 47% Access local government 34% 36% information Access health information 33% 28% Keep up to date with environmental 30% 29% issues Follow your favourite brands 26% 29% Give to charity 16% 15% Better equip yourself for lifestyle 17% changes 14% Engage with government or political 13% 10% parties Net: Lifestyle management 78% 80% [Base: All European 10 internet users (n=8446)] [Base: All European 15 internet users (n=13333)] 53
    • Internet’s impact on lifestyle – brands are important in Switzerland 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? 16- 25- 35- 45- Switzerland 24 34 44 54 55+ Male Female Keep in touch with friends / 74% 82% 77% 66% 65% 79% 74% 74% relatives Book holidays / travel arrangements 57% 56% 63% 55% 63% 49% 58% 56% Choose better products or services 54% 53% 59% 55% 60% 49% 60% 49% Manage finances 47% 51% 49% 50% 48% 41% 53% 42% Access local government 44% 48% 41% 43% 45% 45% 51% 39% information Access health information 17% 7% 18% 17% 20% 24% 14% 21% Keep up to date with environmental 33% 37% 38% 32% 34% 26% 36% 30% issues Follow your favourite brands 28% 38% 26% 33% 28% 18% 29% 28% Give to charity 7% 6% 5% 9% 6% 8% 8% 5% Better equip yourself for lifestyle 16% 24% 29% 17% 13% 4% 15% 18% changes Engage with government or political 19% 12% 15% 14% 11% 19% 10% 14% parties Net: Lifestyle management 86% 89% 87% 84% 90% 80% 89% 83% [Base: All Switzerland internet users (n=947)] 54
    • Sharing / receiving Viral ad campaigns Q7bi3/4. Video clips, websites or images are often produced in association with a particular product or brand. Have you ever shared / received one of these with friends or family either on your PC/laptop/other computer or via you mobile phone or PDA Device? Switzerland 2010 (10 countries) 2010 (15 countries) On PC On mobile phones / PDA 55% 58% 47% 50% 49% 41% 44% 42% 41% 40% 37% 40% % 32% 35% 31% 29% Receiving 24% 23% 23% 21% 18% 20% 14% 12% Total Receiving Video clips Website links Images Total Receiving Video clips Website links Images % 71% 63% 70% 63% 54% 62% 70% 65% 75% 70% 63% 71% 78% 65% 80% 61% 64% 70% 74% 83% 90% 71% 68% 78% Converting On PC On mobile phones / PDA 45% 39% 39% 33% 35% 31% 30% 29% 31% 26% 25% 24% 24% 22% 19% 21% 18% 15% 17% % 13% 11% 9% 14% 10% Sharing Total Sharing Video clips Website links Images Total Sharing Video clips Website links Images [Base: All Switzerland/European 10/15 internet users (n=947/8445/13333)] [Base: All Switzerland/European 10/15 internet users with internet enabled phone (n=502/4169/7050)] 55
    • MOBILE PHONE AND TECHNOLOGY USE
    • Technology products in household QC6. Which of the following do you have in your household? QC6i. How many of following, if any, do you have in your household? % Owning % Owning % Owning % Owning % Owning % Owning 2008 2010 (10 Countries) 2010 (15 Countries) only One Two Three+ only One Two Three+ 98% TV 39% 29% 27% TV 91% 35% 30% 26% 95% 71% Net PC/Laptop 42% 25% 20% PC/Laptop 86% 46% 24% 16% 82% 74% Stand-alone Radio 40% 20% 19% Stand-alone Radio 68% 35% 19% 13% 80% 78% DVD Player 52% 16% 8% DVD Player 67% 49% 13% 5% 76% 64% Home PC 50% 11% 4% Home PC 72% 59% 10% 3% 66% 44% Home laptop 38% 10% 5% Home laptop 47% 35% 9% 4% 53% 48% MP3 Player/ iPod 25% 14% 11% MP3 Player/ iPod 46% 27% 11% 8% 49% 31% Webcam 29% 7% 1% Webcam 38% 31% 6% 1% 38% 36% 22% 9% 7% Games Console Games Console 26% 17% 6% 4% 37% 30% 21% 4% 1% PVR/DVR PVR/DVR 17% 14% 2% 1% 26% [Base: All European 10 respondents (n=10082)] [Base: All European 15 respondents (n=15142)] 59
    • Technology products in household (Switzerland) QC6. Which of the following do you have in your household? QC6i. How many of following, if any, do you have in your household? % Owning % Owning % Owning Switzerland 2010 only One Two Three+ TV 92% 47% 28% 17% Net PC/Laptop 95% 37% 30% 29% Stand-alone Radio 74% 30% 21% 23% DVD Player 75% 52% 18% 4% Home PC 69% 49% 13% 6% Home laptop 70% 43% 17% 10% MP3 Player/ iPod 56% 23% 16% 16% Webcam 44% 30% 10% 4% Games Console 35% 20% 9% 6% PVR/DVR 11% 9% 1% 1% [Base: All Switzerland respondents (n=1000)] 60
    • E-COMMERCE
    • Key sources of information for research Q5i. Which of the following to do you consider to be an important source of information when researching or considering a product or service? 2010 (10 country) 2008 (10 Switzerland 2010 Europe 2010 (15 country) country) Search engines 61% 59% 56% 66% Personal 57% 55% recommendations 52% 64% Price comparison 50% 49% websites 47% 50% Product information in 39% 46% shops* 41% 51% Websites of well known 36% 46% brands 41% 49% Expert website reviews 32% 45% 48% 45% Customer website 44% 39% 46% reviews 45% Websites of well known 44% 28% 45% retailers 39% Newspapers/magazines* 44% 41% 40% 49% Sales people in shops* 42% 38% 31% 46% Content provided by 23% 9% 30% Internet Provider 18% * Non internet Accessing info on 13% 16% research 8% internet via mobile 12% [Base: All Switzerland internet users (n=947)] [Base: All European 10/15 internet users (n=8446/13333)] 62
    • Purchases made / Amount spent online in last 6 months Q18. In the last six months, how many purchases would you say you have made online? Q19. In the last six months, approximately how much money would you say you spent in total on all your online purchases? 2010 Total purchases 2010 Total MEAN PURCHASES MADE 2008 Mean made (mill) MEAN AMOUNT SPENT(€) 2008 Mean spent (€ mill) UK 19 17 726 1161 1090 36,735 SWI 16 87 805 4,160 TK 15 623 10,138 278 NO 15 48 1086 1085 3,392 PO 14 238 366 5,282 DK 13 16 47 774 900 2,643 SWE 12 15 75 633 729 3,683 RU 11 470 550 20,045 EU (15) 11 3,012 655 147,486 EU (10) 10 9 1,890 722 692 107,039 GE 9 10 385 662 556 22,763 PRT 8 37 391 1,539 NE 8 7 92 470 756 4,710 BE 8 5 46 521 695 2,497 FR 7 7 262 670 518 18,555 IT 6 3 150 474 423 7,668 SP 4 5 86 538 521 6,204 [Base: All European 10/15internet users (n=8446/13333)] [Base: All European 10/15 internet shoppers (n=6755/11028)] 63
    • Levels of research/purchase online (10) Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services? 2006 2008 2010 EVER RESEARCHED/BOUGHT ONLINE Conversion Conversion Conversion RESEARCHED ONLINE BUT BOUGHT OFFLINE Holidays 64 38 47% 50% 59% Holidays 36 Travel tickets 59 44 63% 67% 75% Travel tickets 31 Books 53 39 64% 73% 74% Books 32 Electrical goods 53 32 53% 60% 60% Electrical goods 37 Clothes 47 33 64% 71% 70% Clothes 30 Concert/Festival 45 33 69% 78% 73% Concert/Festival 22 Cars 38 7 15% 16% 18% Cars 21 CDs 36 23 55% 62% 64% CDs 21 Theatre/Cinema 36 24 55% 49% 67% Theatre/Cinema 22 Music downloads 36 19 45% 49% 53% Music downloads 14 Mobile phone 35 15 43% 44% 43% Mobile phone 22 Home furnishings 33 14 37% 37% 42% Home furnishings 21 Insurance 33 18 46% 50% 55% Insurance 16 Properties 32 7 10% 11% 22% Properties 16 DVDs 30 21 64% 70% 70% DVDs 18 Financial products 27 13 36% 40% 48% Financial products 15 Computer games 27 14 49% 55% 52% Computer games 15 Sports equipment 25 13 48% 50% 52% Sports equipment 16 Toys 25 17 63% 72% 68% Toys 16 Toiletries/Cosmetics 21 12 58% 63% 57% Toiletries/Cosmetics 13 Car accessories 21 9 58% 63% 43% Car accessories 12 [Base: All Food/Grocery 21 11 42% 44% 52% Food/Grocery 12 European 10 Health and Beauty 2011 64% 55% Health and Beauty 12 internet users Designer brands 2010 50% Designer brands 11 (n=8446)] Car hire 1811 57% 63% 61% Car hire 8 Film downloads 18 7 38% 40% 39% Film downloads 6 Mobile content 157 35% 50% 47% Mobile content 5 Any 95 83 82% 87% 87% Any 82 64
    • Levels of research/purchase online (Switzerland) Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services? 2010 EVER RESEARCHED/BOUGHT ONLINE Conversion RESEARCHED ONLINE BUT BOUGHT OFFLINE Holidays 82 64 78% Holidays 56 Travel tickets 67 50 75% Travel tickets 49 Books 78 71 91% Books 55 Electrical goods 66 51 77% Electrical goods 54 Clothes 66 58 88% Clothes 46 Concert/Festival 67 56 84% Concert/Festival 41 Cars 45 9 20% Cars 29 CDs 60 50 83% CDs 40 Theatre/Cinema 44 32 73% Theatre/Cinema 33 Music downloads 54 37 69% Music downloads 17 Mobile phone 37 15 41% Mobile phone 25 Home furnishings 42 16 38% Home furnishings 28 Insurance 51 19 37% Insurance 32 Properties 44 12 27% Properties 20 DVDs 55 43 78% DVDs 36 Financial products 49 24 49% Financial products 28 Computer games 47 29 62% Computer games 27 Sports equipment 36 21 58% Sports equipment 24 Toys 40 29 73% Toys 28 Toiletries/Cosmetics 37 24 65% Toiletries/Cosmetics 26 Car accessories 25 13 52% Car accessories 16 [Base: All Food/Grocery 49 35 71% Food/Grocery 35 Switzerland Health and Beauty 42 28 67% Health and Beauty 28 internet users Designer brands 46 29 63% Designer brands 34 (n=947)] Car hire 28 20 71% Car hire 14 Film downloads 33 16 48% Film downloads 9 Mobile content 33 23 70% Mobile content 11 Any 99 96 97% Any 93 65
    • Changing mind after researching online Q17a. Have you ever changed your mind about which particular brand of product to purchase after research on the Internet? Q17b. And have you ever changed your mind about which brand to choose when purchasing … after researching on the internet? 63% of respondents in Switzerland researching on the internet changed their mind about the brand they were about to purchase 44% of respondents (36% in 2008) in Europe (10 countries) 55% of respondents in Europe (15 countries) researching on the internet researching on the internet changed their mind about the changed their mind about the brand they were about to purchase brand they were about to purchase Switzerland 2010 (10 country) 2010 (15 country) 90% 84% 87% 60% 58% 54% 53% 44% 35% 35% 37% 33% 30% 26% 27% 24% 25% 24% 23% 22% 23% 14% 13% 16% Electrical goods Food or grocery Mobile phone Financial Cars Health & Beauty Holidays Net shopping handsets / products / products contracts services [Base: All Switzerland purchasing online (n=941)] [Base: All Switzerland who changed their mind (n=586)] [Base: All European 10/15 purchasing online (n=8180/13028)] [Base: All European10/15 who changed their mind (n=3982/7282)] 66
    • Conclusions from EIAA Mediascope 2010 • 84% of Swiss people use the Internet on a weekly basis, one of the highest levels in Europe • 18% of Swiss people use a mobile device to access the internet • In terms of frequency and time spent the different demographics in Switzerland have a mature profile • The Swiss are great fans of media meshing (60% of TV watchers say they use internet at the same time) – displaying increasing synergy between Internet and other media • High broadband and Wireless is increasing the use of Internet in the home for entertainment, information and commerce purposes • Use of news, banking and finance, travel , auction and local information sites are highest • Favourite media and high engagement – internet is the media people would be lost without. • E-commerce is well developed in Switzerland • Online advertising is well placed to influence the product and purchase decision 67