The document contains survey data from Macedonia and Central and Southeastern Europe (C/SEE) comparing media consumption habits. Some key findings: - The internet has surpassed traditional TV and radio as the most frequently used media on a daily basis. - Young people spend 1-2 hours per day on internet activities, compared to 30 minutes or less for older age groups. - Smartphones are the most commonly owned digital device, used by over 70% of the population several times a week. - The most popular online activities are browsing websites, emailing, and using social networks for communication and entertainment purposes. - People trust recommendations from friends and family more than advertising or experts when making

3. off.net.mk

6. 73
65
24
13
10
15
12
13
20
15
2
3
8
11
19
10
11
32
36
38
10
24
20
19
0 25 50 75 100
internet
traditional TV
traditional radio
traditional newspapers
traditional magazines
Daily, almost daily Weekly Monthly Less often Never

7. 73
65
24
13
10
66
62
38
28
13
0 25 50 75 100
internet
traditional TV
traditional radio
print newspapers
print magazines
Macedonia C/SEE

8. 0 20 40 60 80 100
internet
traditional TV
traditional radio
traditional magazines
traditional newspapers
> 5 hrs 4-5 hrs 3-4 hrs 2-3 hrs
1-2 hrs 30-60 mins < 30 mins hard to say

9. 0
1
2
3
4
5
0 5 10 15 20 25
0
1
2
3
4
5
0 5 10 15 20 25
internet
radio
TV
(Y) Average number of hours per typical day
(X) Average number of days per month
magazines
newspapers
Macedonia C/SEE



10. 0
10
20
30
40
50
07:00 -
9:00
9:00 -
12:00
12:00 -
16:00
16:00 -
19:00
19:00 -
24:00
24:00 -
07:00
Macedonia C/SEE

11. 0
10
20
30
40
50
07:00 -
9:00
9:00 -
12:00
12:00 -
16:00
16:00 -
19:00
19:00 -
24:00
24:00 -
07:00
Macedonia C/SEE

12. •
•
•
•
•
•

13. 70
62
43
19
17
16
4
4
3
69
63
45
24
13
21
22
8
5
0 25 50 75 100
smartphone
portable PC
stationary PC
tablet
smart TV
traditional mobile phone
TV device*
game console
e-reader
Macedonia C/SEE

14. 81
79
71
59
54
53
32
0 25 50 75 100
smartphone
portable PC
stationary PC
tablet
trad. mobile phone
smart TV
game console
Daily, almost daily Weekly Monthly Less often Never

15. 81
79
71
59
54
53
32
75
73
70
54
43
42
19
0 25 50 75 100
smartphone
portable PC
stationary PC
tablet
traditional mobile phone
smartTV
game console
Macedonia C/SEE

16. 0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
portable PC
stationary PC
tablet
(Y) Average number of days per month spent online
(X) Penetration of devices
smartTV traditional mobile phone
Macedonia C/SEE

smartphone
game console


18. 94
84
75
87
75
65
0 25 50 75 100
TOTAL
TV + internet
internet in a few devices
Macedonia C/SEE

19. 41
40
35
29
24
20
17
15
14
14
12
7
0 20 40 60
browsing websites, surfing
checking, answering e-mails
job, school related activities
using social networking services
messaging online (SMS)
searching a product seen on TV
playing games online
visiting program website
reading comments on social media
searching info about people on TV
sharing comments on social media
checking TV critics about the program

21. 31
27
21
26
26
19
21
22
15
22
19
16
16
15
13
10
3
0 20 40 60 80 100 120 140
searching web pages
using e-mail
using social networks
reading articles on portals
job, education related
using communicators
listening to music online
reading about brands
using maps, locations
watching video
visiting forums, blogs
playing games
banking online
using price comparison sites
buying online
writing blogs, reviews
investing online
PC stationary PC portable smartphone tablet

22. communicators
e-mail
social networks

23. video
music
games

24. location,
maps
visiting forums, blogs,
discussion groups,
opinion services
writing blogs,
comments,
reviews
job/education related
reading articles
searching

25. banking
buying
products
or services
price
comparison
sites
reading about brands
investing

26. COMMUNICATION
ENTERTAINMENT
PURCHASE PROCESS, FINANCES
INFORMATION
•
•
• location
banking
buying
checking
prices
visiting SM
brands
video
music
games
communicators
writing
in SM
job/edu.
e-mail
SN
investing
reading
articles
searching

28. 81
55
42
41
18
13
13
13
12
73
50
18
32
18
12
19
8
17
0 25 50 75 100
internet
friends, family
advertising
TV
expert, specialist
print - magazines
brand's info
radio
print - newspapers
Macedonia C/SEE

29. 67
54
51
45
35
35
34
34
29
70
53
62
49
31
33
24
35
27
0 25 50 75 100
friends, family
internet
expert, specialist
brand's info
TV
print - newspapers
advertising
print - magazines
radio
Macedonia C/SEE

30. 0
10
20
30
40
50
60
70
80
90
0 20 40 60 80
(Y) Usefulness
(X) Credibility (top-2 boxes)
internet
friends, family
TV
advertising
expert,
specialist
brand's
info
newspapers
magazines
radio



31. 78
62
48
45
31
72
50
35
40
28
0 25 50 75 100
private talks
TV
outdoor
press
radio
75
55
0 25 50 75 100
internet
Macedonia C/SEE

32. 33
31
26
25
22
17
13
11
9
21
22
23
18
18
22
8
9
9
0 10 20 30 40
presence of brands in SNS*
display advertising*
links in search engines
links in articles
video advertising*
e-mail advertising
mobile advertising
advertising in apps*
pop-up windows *
Macedonia C/SEE
50
64

33. 42
39
35
28
27
24
15
14
4
30
20
39
17
28
26
22
15
8
0 10 20 30 40 50
web pages of brands
specialist www sites
internet shops
portals
forums, opinion services
social networking services
price comparison sites
blogs, video-blogs
auctions
Macedonia C/SEE

34. 31
49
49
43
40
33
27
39
29
34
30
33
34
32
30
31
21
8
10
11
15
18
23
16
8
4
4
5
3
4
7
4
6
5
6
6
7
7
7
5
10
9
10
7
0 20 40 60 80 100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
definitely yes (5) 4 3 2 definitely no (1) hard to say

35. 60
83
78
76
74
66
57
69
54
69
71
67
70
63
58
61
0 20 40 60 80 100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
Macedonia C/SEE

36. •
•

37. 77
52
72
61
0 20 40 60 80 100
Research Online, Purchase
On/Off-line
Purchase Online (e-
commerce)
Macedonia C/SEE

38. 26
22
20
19
17
16
16
15
11
10
9
8
7
4
4
3
2
0 10 20 30 40
clothing
food
electronics
hygiene
telecom
books
tourism
pharmacy
sport
automotive
parenting
home
repair
software
finances
subscriptions
AV records
Macedonia
C/SEE

39. 17
11
11
10
9
9
7
7
7
6
4
4
4
3
3
3
1
0 10 20 30
clothing
food
tourism
telecom
hygiene
books
sport
electronics
pharmacy
automotive
repair
parenting
home
software
finances
subscriptions
AV records
Macedonia
C/SEE

40. 64
61
59
57
54
51
46
45
42
41
41
40
37
35
33
29
26
0 20 40 60 80
electronics
software
telecom
tourism
sport
books
automotive
repair
subscriptions
clothing
parenting
hygiene
home
food
pharmacy
AV records
finances

41. 51
43
39
35
34
28
28
27
26
25
24
20
20
18
18
17
15
0 20 40 60
software
subscriptions
tourism
sport
telecom
automotive
books
clothing
repair
AV records
electronics
finances
hygiene
parenting
food
home
pharmacy