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Pan-European Launch Presentation Summary

May 2012
Presentation Agenda

 1. Introduction

    → Background
    → Coverage and Methodology

 2. Findings

    →   The Media Evolution
    →   Internet everywhere by any means
    →   Media multi-tasking means more active consumers
    →   Brand relationships grow via digital touchpoints




                                                           2
Background

•   As part of their research remit, 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
Coverage and Methodology

•   Conducted since 2003

•   28 markets in February 2012                                               Finland

                                                         Norway                                         Russia

•   Omnibus + online                                                Sweden               Czech
                                                                                        Republic

                                                          Denmark
                                                                           Poland
•   Over 50,000 interviews
                                        Ireland                                               Ukraine
                                                  UK
                                                                Germany         Slovakia
•   Quotas on age, gender,    Netherlands                                                 Romania
    education and regional                                                         Hungary
                                                       France
    distribution                                                                             Bulgaria
                                  Belgium                                                                 Turkey
                                                                           Italy
                                              Spain             Slovenia
                                                                                         Greece
                                   Portugal
                                                  Switzerland       Austria        Croatia          Serbia




                                                                                                                   4
The media evolution



426.9m
of Europeans are
online




                      Total adult European population of 652.1million




                                                                        5
The European media consumption landscape

                          Penetration

         TV                 95%                                +1%*



         Online             65%                                +19%*



         Radio              64%                                +3%*



                                                               -6%*
         Newspapers         62%

         Magazines          48%                               +12%*


                              *Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO




                                                                                                    6
The European media consumption landscape

                          Hours per week used

         TV                  16.8hrs                             +11%*



         Online              14.8hrs                             +15%*



         Radio               12.7hrs

         Newspapers          4.6hrs                               -2%*



         Magazines           4.0hrs                              +3%*


                               *Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO




                                                                                                     7
Internet becomes ‘all consuming’ media device



73%
of Internet
                + 10%*



users watch
TV online




                              *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)




                                                                                            8
Internet becomes ‘all consuming’ media device


                        67%
                        of Internet
                                                                  + 54%*



                        users listen to
                        radio online




    *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)




                                                                           9
Internet becomes ‘all consuming’ media device



                            91%
                            of Internet
                                                               + 25%*



                            users read
                            news online




                              *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)




                                                                                            10
Internet everywhere by any means




    50.9m             of Europeans use a
                      Tablet to go online




                                            11
Increasing choice of Internet access


                                                           50.9m
                    139.2m
  415.7m



                40.7m
                               Europeans using internet via each device weekly




                                                                                 12
The alternative ways of going online


                13.3 hours spent online via
                computer each week,
                Predominantly used in the
                EVENING


     9.4 hours per week spent,
     mainly DAY usage



                                              Amongst users




                                                              13
The alternative ways of going online


                9.3 hours per week spent,
                mainly EVENING usage




     6.8 hours per week spent,
     Predominantly used in the
     EVENING


                                            Amongst users




                                                            14
Increasing choice of Internet access

 37% of all Internet users in Europe go online via more than one device


 A combination of computer and mobile is the most widely used approach




                                                                          15
Media multi-tasking means more active consumers



48%
                of Europeans use
                the internet whilst                                                   + 56%*
                they watch TV




                       *since 2010 (EU15 - UK, FR, DE, IT, ES, NL, BE, DK, SE, NO, PL, PT, RU, CH, TR)




                                                                                                         16
TV and Internet multitasking across Europe



                                                       59%
                                                         in Northern
                                                            Europe


                           58%                                                      44%
                                                                                     in Central &
                              in Western
                                Europe                                              Eastern Europe


                                                        39%
                                                          in Southern
                                                             Europe


               Western Europe = UK, FR, DE, BE, CH, NL, AT, IE
               Northern Europe = NO, SE, DK, FI
               Southern Europe = ES, IT, PT, GR
               Central and Eastern Europe = BG, HR, CZ, HU, PL, RO, RU, RS, SK, SI, TR,UA
                                                                                                     17
Relationship between content consumption on TV and online




                                33%
                                of online activity
                                related to the TV
                                programme
                                people are
                                watching*



                                     *base: online European multi-taskers with TV




                                                                                    18
Brand relationships grow via digital touchpoints




  41%                of European Internet users agree that the way
                     a brand communicates online is important




                                                                     19
Internet influence on purchase decisions for products




                              51%
                              of all European Internet
                              users state the internet
                              helps them choose better
                              products /service




                                                         20
Spend online


                €187,990
                million
                spent online in Europe
                across a 6 month period



    13
    is the average number of
    purchases made per
                                    €544
    person in Europe across         is the average amount spent per
                                    person in Europe across a 6
    a 6 month period
                                    month period




                                                                      21
Key study themes


 →   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
 →   Consumers have instant access to information at their fingertips
 →   Internet enriches consumer communication
 →   Online plays a key function in the purchase funnel, online and
     offline




                                                                        22
Mediascope Europe – Pan-European Sponsors




                                            23
Mediascope Europe – Western Europe Sponsors
   AUSTRIA            BELGIUM        FRANCE




                                    IRELAND
                     GERMANY




                                       UK
                    SWITZERLAND




                                              24
Mediascope - Northern & Southern European Sponsors

  DENMARK         FINLAND             GREECE




                   PORTUGAL
     ITALY



                     SPAIN




                                                 25
Mediascope Europe – Central & Eastern European Sponsors

     BULGARIA           CROATIA          HUNGARY




                     CZECH REPUBLIC

 POLAND

                       RUSSIA




                                                      26
Mediascope Europe – Central &Eastern European Sponsors
                     SERBIA            SLOVAKIA
 ROMANIA


                                         SLOVENIA




    TURKEY            UKRAINE




                                                     27
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                                 Thanks ☺
                                  For more information

                                  mediascope@iabeurope.eu
                                  www.iabeurope.eu
                                  @IABEurope
                                  #Mediascope


                                  Get involved and use it!

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Mediascope Europe 2012 pan-european launch presentation

  • 2. Presentation Agenda 1. Introduction → Background → Coverage and Methodology 2. Findings → The Media Evolution → Internet everywhere by any means → Media multi-tasking means more active consumers → Brand relationships grow via digital touchpoints 2
  • 3. Background • As part of their research remit, 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 • Conducted since 2003 • 28 markets in February 2012 Finland Norway Russia • Omnibus + online Sweden Czech Republic Denmark Poland • Over 50,000 interviews Ireland Ukraine UK Germany Slovakia • Quotas on age, gender, Netherlands Romania education and regional Hungary France distribution Bulgaria Belgium Turkey Italy Spain Slovenia Greece Portugal Switzerland Austria Croatia Serbia 4
  • 5. The media evolution 426.9m of Europeans are online Total adult European population of 652.1million 5
  • 6. The European media consumption landscape Penetration TV 95% +1%* Online 65% +19%* Radio 64% +3%* -6%* Newspapers 62% Magazines 48% +12%* *Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO 6
  • 7. The European media consumption landscape Hours per week used TV 16.8hrs +11%* Online 14.8hrs +15%* Radio 12.7hrs Newspapers 4.6hrs -2%* Magazines 4.0hrs +3%* *Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO 7
  • 8. Internet becomes ‘all consuming’ media device 73% of Internet + 10%* users watch TV online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 8
  • 9. Internet becomes ‘all consuming’ media device 67% of Internet + 54%* users listen to radio online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 9
  • 10. Internet becomes ‘all consuming’ media device 91% of Internet + 25%* users read news online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 10
  • 11. Internet everywhere by any means 50.9m of Europeans use a Tablet to go online 11
  • 12. Increasing choice of Internet access 50.9m 139.2m 415.7m 40.7m Europeans using internet via each device weekly 12
  • 13. The alternative ways of going online 13.3 hours spent online via computer each week, Predominantly used in the EVENING 9.4 hours per week spent, mainly DAY usage Amongst users 13
  • 14. The alternative ways of going online 9.3 hours per week spent, mainly EVENING usage 6.8 hours per week spent, Predominantly used in the EVENING Amongst users 14
  • 15. Increasing choice of Internet access 37% of all Internet users in Europe go online via more than one device A combination of computer and mobile is the most widely used approach 15
  • 16. Media multi-tasking means more active consumers 48% of Europeans use the internet whilst + 56%* they watch TV *since 2010 (EU15 - UK, FR, DE, IT, ES, NL, BE, DK, SE, NO, PL, PT, RU, CH, TR) 16
  • 17. TV and Internet multitasking across Europe 59% in Northern Europe 58% 44% in Central & in Western Europe Eastern Europe 39% in Southern Europe Western Europe = UK, FR, DE, BE, CH, NL, AT, IE Northern Europe = NO, SE, DK, FI Southern Europe = ES, IT, PT, GR Central and Eastern Europe = BG, HR, CZ, HU, PL, RO, RU, RS, SK, SI, TR,UA 17
  • 18. Relationship between content consumption on TV and online 33% of online activity related to the TV programme people are watching* *base: online European multi-taskers with TV 18
  • 19. Brand relationships grow via digital touchpoints 41% of European Internet users agree that the way a brand communicates online is important 19
  • 20. Internet influence on purchase decisions for products 51% of all European Internet users state the internet helps them choose better products /service 20
  • 21. Spend online €187,990 million spent online in Europe across a 6 month period 13 is the average number of purchases made per €544 person in Europe across is the average amount spent per person in Europe across a 6 a 6 month period month period 21
  • 22. Key study themes → 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 → Consumers have instant access to information at their fingertips → Internet enriches consumer communication → Online plays a key function in the purchase funnel, online and offline 22
  • 23. Mediascope Europe – Pan-European Sponsors 23
  • 24. Mediascope Europe – Western Europe Sponsors AUSTRIA BELGIUM FRANCE IRELAND GERMANY UK SWITZERLAND 24
  • 25. Mediascope - Northern & Southern European Sponsors DENMARK FINLAND GREECE PORTUGAL ITALY SPAIN 25
  • 26. Mediascope Europe – Central & Eastern European Sponsors BULGARIA CROATIA HUNGARY CZECH REPUBLIC POLAND RUSSIA 26
  • 27. Mediascope Europe – Central &Eastern European Sponsors SERBIA SLOVAKIA ROMANIA SLOVENIA TURKEY UKRAINE 27
  • 28. The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. Thanks ☺ For more information mediascope@iabeurope.eu www.iabeurope.eu @IABEurope #Mediascope Get involved and use it!