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Alison Fennah - Mediascope Europe for IAB Romania

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Prezentarea studiului Mediascope Europe sustinuta de Alison Fennah - VP Research IAB Europe in cadrul IAB Forum Romania - 5 oct 2011

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Alison Fennah - Mediascope Europe for IAB Romania

  1. 1. Mediascope Europe Alison Fennah, VP Research and Marketing, IAB Europe IAB Romania Forum – Wednesday 5 th October 2011
  2. 2. 2003
  3. 3. The basics Mediascope Europe
  4. 4. The basics <ul><li>First conducted in 2003 </li></ul><ul><li>15 European countries included in 2010 - UK, France, Germany, Italy, Spain, Netherlands, Belgium, Denmark, Sweden, Norway, Poland, Portugal, Russia, Switzerland and Turkey - 2012 can be extended to new markets </li></ul><ul><li>Over 15,000 people (aged 16+) surveyed </li></ul><ul><li>Quotas on: </li></ul><ul><ul><li>age, gender </li></ul></ul><ul><ul><li>education </li></ul></ul><ul><ul><li>regional distribution within countries </li></ul></ul><ul><li>One source measuring all major media including for the first time internet on mobile usage </li></ul>
  5. 5. Top line headlines <ul><li>521m people in the 15 European countries sampled </li></ul><ul><li>279m online (54%) </li></ul><ul><li>71.1m access via mobile (14%) </li></ul><ul><li>232m have broadband </li></ul><ul><ul><ul><ul><ul><li>83% of internet users </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>45% of population </li></ul></ul></ul></ul></ul><ul><li>121m are wireless </li></ul><ul><ul><ul><ul><ul><li>43% of internet users </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>23% of population </li></ul></ul></ul></ul></ul>
  6. 6. Country highlights Turkey has highest % of mobile internet users: 21% Highest online penetration in Norway: 86% Netherlands: 84% Denmark: 84% Switzerland: 84% Italy show highest growth from 2008: Up 15% UK: 14% Spain: 10% Norway: 9% Germany has highest internet population: 43.8m Russia: 42.4m France: 36.2m UK: 37.3m UK: 20% Sweden: 20% Switzerland: 18% 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 ? Base All respondents: Norway:500, Netherlands: 504, Denmark:505, Switzerland:501, UK:1016, Spain:1006, Russia: 1,000, France:1,000, Turkey:2,000
  7. 7. MEDIA CONSUMPTION HIGHLIGHTS
  8. 8. Online penetration continues to grow with PCs/laptops available in 9 in 10 homes across Europe 11.6 hours per week among users Reach among PC/laptop users: Evening, 73% reach Day, 68% reach Norway 14.1 UK 13.7 Denmark 14.2 30% feel lost without the internet on their PC Media meshing: 67% of PC Internet users media mesh WHILST USING INTERNET ON PC 12% READ MAGAZINES 44% WATCH TV 33% LISTEN TO RADIO 14% READ NEWSPAPERS Heavy Internet PC users (hours per week) All Europe PC Internet Users:6647
  9. 9. TV and video consumption increasing online in Europe  94% watch TV 15.9 hours per week among viewers Reach among TV viewers : Evening, 84% reach 9pm – 6am, 54% reach Watching TV online** : 32% watch TV online 24% download TV clips 11% use On Demand TV 33% feel lost without their TV WHILST WATCHING TV? All Europe respondents (10):7540, TV Viewers:6918, Europe (15) All respondents:12554, TV viewers:11628 * Data Based on Europe (10) Rest of data based on Europe (15)., ** Internet users
  10. 10. Radio, newspapers and magazines migrate online Maintains time spent But is it background New revenue streams? Lower time spent Lower reach Quality content New methods of delivery * Internet users Cross media strategy
  11. 11. Beyond its own attributes, mobile makes all media interactive <ul><li>interactive </li></ul><ul><li>static </li></ul><ul><li>anonymous </li></ul><ul><li>personal </li></ul>And mobile…..
  12. 12. FOCUS ON INTERNET USE
  13. 13. Tracking growth of internet use – growth since 2006 Italy: +39% Spain: +21% France: +23% Belgium: +13% UK: +16% Denmark: +15% Germany: +17% Key highlights * Data Based on Europe (10)
  14. 14. Key highlights 45% online at the weekend ( 29%*) 53% online on PC every day ( 27%*) 40% online on Mobile every day** 75% online during primetime TV slot** Netherlands: 78% Denmark: 77% Denmark: 78% Sweden: 70% Netherlands: 51% Turkey: 88% UK: 89% Denmark: 86% Q2a. Over a typical weekend, can you tell me which of the following activities you do…Use the internet via a laptop or desktop computer / Use the internet via a mobile phone or PDA device ? Base: Europe(10):7540, Netherlands: 504, Denmark:505, Q1b/2b. What times of the day do you typically…during week? Base Europe (15) Internet Users:7162, Denmark:409, UK:744 Q4. In a typical seven day week, on how many days do you use the internet? All Europe (10) Internet PC users:4969, Denmark:409, Sweden:376; All Europe(15) mobile internet users:1699, UK:206, Denmark:54 *Based on Europe (10) ** Based on Europe (15)
  15. 15. Market highlights - Poland Average time spent online via mobile per week: 10.3 hours (EU average = 6.4 hours) 46% follow their favourite brands more as a result of the internet (EU average = 29%) Cross media - 57% read magazines (EU average = 47%) 56% access the internet whilst watching TV (EU average = 30%) 69% visit auction websites (EU average = 32%) Internet influences the journey 67% change their mind on brand to buy after researching online (EU average = 55%) 30% listen to the radio online (EU average = 25%)
  16. 16. Market highlights - UK 38% (14m) are heavy Internet users spending 16+ hours online each week (EU average = 28%) 69% have chosen better products or services as a result of the internet (EU average = 50%) 72% of UK broadband Users access the internet wirelessly (EU average = 59%) 43% use on demand TV (EU average = 11) 32% create and share content (EU average = 14%) 20% use mobile internet (EU average = 14%) € 1161 spent online per person across 6 months (EU average = €655)
  17. 17. Market highlights – Switzerland 84% use the internet (EU average = 54%) 16 online purchases per person over 6 months (EU average = 11) Average time spent listening to the radio: 14.5 hours (EU average = 12.4 hours) 95% read newspapers ( EU average = 70%) 97% mesh media (EU average = 76%) 33% visit game sites (EU average = 22%)
  18. 18. People are online more… and are more empowered 78m are heavy internet users 41% among 16-24s 32% among 25-34s 27% among 35-44s 74% online 5+ days a week 28% of all internet users 71% 50% 47% 43% 36% 29% 29% 28% 17% And how are they more empowered… Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base: All Europe (15) internet users:7162, Q4. In a typical seven day week, on how many days do you use the internet? Base: All Europe 915) internet users:7162, 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 Base: All Europe (15) internet users 13,333. Keeping in touch Better product /service choice Manage money Holidays / travel Local gov ’ t info Follow favourite brand Environmental issues Health info Manage life changes
  19. 19. Increasing use of Internet as entertainment hub 87% On-Demand TV up 36% from 2008 Watching or downloading TV, film clips up 6% from 2008 Online gaming up 29% from 2008 33% 50% 150% 33% 50% 117% 100% 16% 50% 37% 65% 7% 22% 40% for 35-44s 58% for 35-44s 46% for 25-34s Q7b. Which of the following types of web activities do you use at least once a month? Base Europe (10) internet users:8446, UK: 744, Spain, 587, France:691, Italy:993, Netherlands: 963, Belgium: 977, Denmark:970, Norway:969, Sweden:942, 35-44s:1696, 25-34s:1716
  20. 20. BEING MOBILE
  21. 21. Who is using the internet on their mobile 71m use Internet on Mobile (14%) Turkey 21% UK 20% Sweden 20% Switzerland 18% Italy 7.9 Portugal 7.7 Belgium 7.7 Poland 10.3 Russia 7.1 6.4hrs average time spent per week UK 65% Germany 56% France 56% Turkey 95% Netherlands 56% 57% online 5+ days per week Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a mobile phone or PDA device ? Base Europe (15) respondents :12554, Turkey:2000, UK:1016, Sweden:500, Switzerland:501, Q4. In a typical seven day week, on how many days do you use the internet via a mobile phone or PDA device? Base All Europe (15) Mobile Internet users: 1699, Poland:136, Italy:119, Portugal: 23, Belgium:78, Russia:155 Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base All Europe (15) Mobile Internet users: 1699, Turkey: 425, UK:206, Germany:71, France:105, Netherlands:42,
  22. 22. People in larger Eastern European countries are bypassing fixed line internet connections Has a higher proportion who use Internet on Mobile (21%) than PC (20%) Average use of Internet is over 10 hours per week – Highest of all countries Has the highest % of internet enabled mobile phones among phone owners – 71% Turkey 88% use Internet on Mobile every day compared to 60% on PC Poland Russia Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a mobile phone or PDA device ? Base: All respondents Turkey:2000, Poland:1005, Russia:1000. Q4. In a typical seven day week, on how many days do you use the internet via a mobile phone or PDA device? Base: All mobile internet users: Turkey:425, Poland:136, Russia:155 Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base: All mobile internet users: Turkey:425, Poland:136, Russia:155 Q7c. Do you have any of the following……Mobile Phone with no ability to access internet / with access or PDA? Base: All respondents: Russia:1008.
  23. 23. Mobile activities performed by mobile internet users 69% send/receive emails 63% access internet sites 60% use bluetooth 39% use mobile search 39% download software applications Q7d. In addition to making phone calls or sending text messages, which of the following activities have you undertaken using your mobile phone/iPhone/PDA/Blackberry? 33% communicate via SN sites 28% watch TV, film or video clips 29% download TV, film or video clips 26% use mobile instant messenger
  24. 24. THE INFLUENCE OF THE INTERNET
  25. 25. The internet can influence purchasing 55% change their mind on brand to buy after researching online 48% 47% 45% 41% 39% Research sources use… Russia: 82% Turkey: 66% UK: 65% Poland: 67% 58% 37% 35% 25% 23% 22% Products change their mind on… 18% Q5i. Which of the following to do you consider to be an important source of information when researching or considering a product or service? Base: All Europe (15) Internet users:13,333 UK:744, Russia: 995, Poland:980, Turkey:961 Q17a. Have you ever changed your mind about which particular brand of product to purchase after research on the Internet? Base: All Europe (15) who use Internet to research:13,028 Q17b. And have you ever changed your mind about which brand to choose when purchasing … after researching on the internet? Base: All Europe (15) who changed mind after researching:7282 Expert review web sites Price comp sites Customer review sites Well known brand web sites Retailer web sites ISP provider sites Electrical goods Holidays Mobile Phones Financial Products Health & Beauty Cars
  26. 26. What is bought online 46% 39% 36% 32% 31% 27% 23% 23% 21% 34% 24% 19% Most popular products purchased online…** % Conversion for purchasing following research increased in 2010 for products…* Holidays up 18% Travel Tickets up 12% Theatre/Cinema tickets up 37% Food up 18% Financial Products up 20% Q15/Q16. Have you ever researched/bought online any of the following products/services? Bases All Europe (10) Internet Users:8446, All Europe (15) Internet users:13,333 *Based on Europe (10) ** Based on Europe (15) Books Travel Tickets Electrical Goods Clothes Holidays Concert/ Festival tickets Music Downloads DVDs CDs Theatre/ Cinema tickets Toys Computer Games
  27. 27. THE PROOF
  28. 28. Key thoughts… People are making buying decisions online Rise in laptop and mobile ownership is driving media convergence with more and more people using internet as the core media With the potential for video starting to show - Internet is a growing source for entertainment and leisure
  29. 29. Top line planning implications Online campaigns deliver sustained reach through the day Growing entertainment consumption online supports increased brand investment by advertisers Brands need to effectively engage with audiences online There is an increasing mobile audience with which brands can engage in new ways
  30. 30. WHY DO IT?
  31. 31. Local market benefits Your market on the map Easy-to-use deliverables Detailed local and pan-Euro picture Widely recognised Low resource commitment Support from IAB Europe Power Point Presentations PR collateral local market tabbed data
  32. 32. Mediascope Europe 2012 Potential new topics Potential new markets
  33. 33. THANKS AND LOOKING FORWARD TO THE NEXT TIME! [email_address]

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