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The Earned Media Agency
BuzzadorINDEX 2016Annual consumer report on media consumption and trust in advertising
The Earned Media Agency
©BuzzadorAB2016
Presenting BuzzadorINDEX 2016
What is right today is wrong tomorrow!
The top chall...
The Earned Media Agency
©BuzzadorAB2016
 BuzzadorINDEX is an annual consumer survey
carried out among Buzzador’s members ...
The Earned Media Agency
©BuzzadorAB2016
 The BuzzadorINDEX report is based
on responses from 29.780 consumers
in 4 countr...
The Earned Media Agency
TRENDSPOTTING
The Earned Media Agency
©BuzzadorAB2016
Devices
Question: What type of device do you use to answer this survey?
55%
23%
14...
The Earned Media Agency
©BuzzadorAB2016
Devices
 7 out of 10 use
smartphone to answer
this survey in the age
group 16 – 3...
The Earned Media Agency
DEMOGRAPHIC
The Earned Media Agency
©BuzzadorAB2016
Gender, income and education
 29.780 people in the Nordic’s
carried out the Buzza...
The Earned Media Agency
©BuzzadorAB2016
Age & occupation
 The respondents are
overrepresented in the
age group 25 to 44
c...
The Earned Media Agency
PRINT MEDIA
The Earned Media Agency
”It ain’t over yet…”
The Earned Media Agency
©BuzzadorAB2016
Print media – Subscribtion in Nordic’s
 2 out of 10 respondents
subscribe to morn...
The Earned Media Agency
©BuzzadorAB2016
Yearly trends among print media subscribers
 Subscriptions to print
media has dro...
The Earned Media Agency
©BuzzadorAB2016
Generational trends among print media subscribers
 Millennials (16-34 years)
in S...
The Earned Media Agency
©BuzzadorAB2016
Print media – purchase in Nordic countries
 Purchases of printed
media follows th...
The Earned Media Agency
©BuzzadorAB2016
Print media – readership in the Nordic countries
 Weekly penetration of
reading p...
The Earned Media Agency
DIGITAL MEDIA
The Earned Media Agency
“The technology drives the change”
“We are prepared to pay for it”
The Earned Media Agency
©BuzzadorAB2016
Internet usage
Question: How often do you use internet for non-work-related purpos...
The Earned Media Agency
©BuzzadorAB2016
Online subscribtions
 One out of 3 respondents in
Norway have a subscription
to a...
The Earned Media Agency
©BuzzadorAB2016
Device ownership
 Smartphones, laptop
computers and tablets
are the the most owne...
The Earned Media Agency
©BuzzadorAB2016
Device ownership
 The top 3 devices
owned by consumers in
Sweden are:
1. Smartpho...
The Earned Media Agency
©BuzzadorAB2016
Device ownership
 Almost 100% of the
respondents between
16-44 years old in
Swede...
The Earned Media Agency
©BuzzadorAB2016
The mobile consumer – Nordic perspective
 54% of Smartphone
owners in the Nordic
...
The Earned Media Agency
©BuzzadorAB2016
The mobile consumer
 The trend to have your
smartphone within reach
all day round...
The Earned Media Agency
©BuzzadorAB2016
Media usage – all Nordic countries
 Norway continues to
have the strongest daily
...
The Earned Media Agency
©BuzzadorAB2016
Media usage
 Social media is still the
undisputed number one
in Sweden and has
in...
The Earned Media Agency
©BuzzadorAB2016
Media usage
 A total paradigm shift
from traditional listening
to radio and watch...
The Earned Media Agency
©BuzzadorAB2016
Devices for streaming
 Smart-TV and
multimedia devices are
driving the change in
...
The Earned Media Agency
©BuzzadorAB2016
Multi-screen usage
 Consumers are no
longer using one screen
at a time. 4 out of ...
The Earned Media Agency
©BuzzadorAB2016
Multi-screen
 At least 8 out of 10
respondents who use
another internet device
wh...
The Earned Media Agency
©BuzzadorAB2016
Paid subscriptions for digital content
 Opposite to news
services people are
prep...
The Earned Media Agency
©BuzzadorAB2016
Paid subscriptions for digital content
 72% in the age group 16
to 24 years old
s...
The Earned Media Agency
©BuzzadorAB2016
Watching video content
 The weekly penetration
of streaming is for the
first time...
The Earned Media Agency
©BuzzadorAB2016
Watching video content
 People aged 16 to 24
are driving the change
towards strea...
The Earned Media Agency
©BuzzadorAB2016
Listening to audio content
 Commercial and public
radio are now heavily
challenge...
The Earned Media Agency
©BuzzadorAB2016
Listening to audio content
 In the age groups
between 16-44 is
streamed music now...
The Earned Media Agency
Social media
The Earned Media Agency
“Facebook still rules,
Instagram is the runner up,
Snapchat is the rookie of the year”
The Earned Media Agency
©BuzzadorAB2016
Social media Daily usage
 Facebook and
Instagram are the most
popular social medi...
The Earned Media Agency
©BuzzadorAB2016
Social media Daily usage
 Social media based on
photos or videos, such
as Instagr...
The Earned Media Agency
©BuzzadorAB2016
Top 5 used Social media
 Facebook as the first
and most mature social
media is ho...
The Earned Media Agency
©BuzzadorAB2016
Social media – Facebook yearly trend
 Young people are still
the most active on
s...
The Earned Media Agency
©BuzzadorAB2016
Social media – Instagram yearly trend
 Instagram usage is
quickly growing across
...
The Earned Media Agency
©BuzzadorAB2016
Social media daily usage
 Reading/watching
content published by
others is much mo...
The Earned Media Agency
©BuzzadorAB2016
Social media weekly usage
 More than half of the
respondents publish
something on...
The Earned Media Agency
©BuzzadorAB2016
Social media across devices
 Smart phones are the
most popular devices to
use for...
The Earned Media Agency
©BuzzadorAB2016
Social media in the smartphone
 Using social media on
Smartphones are
becoming in...
The Earned Media Agency
©BuzzadorAB2016
Instant messaging
 Facebook messenger is
the most popular service
for instant mes...
The Earned Media Agency
©BuzzadorAB2016
Instant messaging
 Facebook messenger is
the most popular service
for instant mes...
The Earned Media Agency
Credibility
The Earned Media Agency
“Earned media is twice as trustworthy
than paid media channels”
“Recommendation from a friend is s...
The Earned Media Agency
©BuzzadorAB2016
Trust in advertising – Nordics & Europe
 Recommendations from
friends are the mos...
The Earned Media Agency
©BuzzadorAB2016
Trust in advertising
 Recommendations from
friends is the most
trusted form of
ad...
The Earned Media Agency
©BuzzadorAB2016
Consumer reviews online
 More than 6 out of 10
respondents in Sweden
and Norway l...
The Earned Media Agency
©BuzzadorAB2016
Paid, Owned, Earned media
Percent of consumers who trust advertising completely/so...
The Earned Media Agency
Want to know more?
susanne.rooker@buzzador.com
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Media trends Nordics BuzzadorINDEX 2016 (Sweden angle)

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This is a trend report of media habits in the Nordics based on nearly 30.000 respondents from Sweden, Finland, Norway and Denmark. It presents how consumers use different type of media (print, TV, digital and social) and what credibility the different types of media has. This report is presented with Sweden as focus (and more in depth) with the other Nordic countries' results to compare with.

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Media trends Nordics BuzzadorINDEX 2016 (Sweden angle)

  1. 1. The Earned Media Agency BuzzadorINDEX 2016Annual consumer report on media consumption and trust in advertising
  2. 2. The Earned Media Agency ©BuzzadorAB2016 Presenting BuzzadorINDEX 2016 What is right today is wrong tomorrow! The top challenges for most marketers and agency pros are to get ahead of the trends and forecast the next big thing. For the third time we proudly present BuzzadorINDEX, which allows marketers to understand and track consumer trends in the Nordics. The research was carried out among 30.000 of Buzzador’s members in the Nordics during January 2016. The purpose of the report is to give you insights about your target group, their habits, behavior and attitudes surrounding internet, social media and different types of advertising. It's better to know than to guess! BuzzadorINDEX 2016 focuses on the challenges and possibilities that currently faces the media industry. The report brings attention to trends that are accelerating and which media channels scores highest and lowest in credibility. Smartphones are now a “must-carry device” and are completely changing consumers' behavior. Current and future social media trends will be increasingly important for your marketing strategy, and linear, scheduled TV as we know it is in rapid decline according to consumers. Pär Thunström CEO and founder, Buzzador
  3. 3. The Earned Media Agency ©BuzzadorAB2016  BuzzadorINDEX is an annual consumer survey carried out among Buzzador’s members in the 4 Nordic countries.  The aim of the study is to capture the current state of consumer preferences on digital and traditional media.  Main areas of interest are:  Changes in media consumption patterns  The role of new devices in consumers’ everyday life  Social media channels – who is using them  The credibility of paid, owned and earned media Background
  4. 4. The Earned Media Agency ©BuzzadorAB2016  The BuzzadorINDEX report is based on responses from 29.780 consumers in 4 countries within the Buzzador panel.  The respondents are between 16 and 65 years of age, both men and women, with all family types and socio- economic groups represented.  The online-survey methodology enables the large scale of the study, however it represents the habits of internet users and not of the total population. Method & Copyright © Buzzador AB 2016. Unauthorized use and/or duplication of this material without express and written permission from Buzzador AB is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Buzzador AB with appropriate and specific direction to the original content.
  5. 5. The Earned Media Agency TRENDSPOTTING
  6. 6. The Earned Media Agency ©BuzzadorAB2016 Devices Question: What type of device do you use to answer this survey? 55% 23% 14% 8% 61% 21% 9% 9% 38% 31% 23% 8% 51% 25% 12% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% Smartphone Laptop computer Desktop computer Tablet Sweden Norway Finland Denmark  Smartphone is the most used device for answering the survey in all 4 Nordic countries.  Over 50% respondents in 3 out of 4 countries use smartphone to answer this survey.
  7. 7. The Earned Media Agency ©BuzzadorAB2016 Devices  7 out of 10 use smartphone to answer this survey in the age group 16 – 34.  6 out of 10 use computers in the oldest age group. Question: What type of device do you use to answer this survey? 70% 20% 6% 4% 68% 18% 9% 4% 58% 22% 13% 7% 37% 31% 19% 12% 27% 30% 28% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% Smartphone Laptop computer Desktop computer Tablet 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years
  8. 8. The Earned Media Agency DEMOGRAPHIC
  9. 9. The Earned Media Agency ©BuzzadorAB2016 Gender, income and education  29.780 people in the Nordic’s carried out the BuzzadorINDEX survey.  The panel is dominated by women, which are known to control the majority of purchase decisions in the household. (Source: Emarketer 2012)  Approximately half of the respondents hold an academic degree, which is higher than the average in all 4 markets. 14% 27% 19% 26% 14% Household size 1 2 3 4 5 or more 15% 85% Gender Man Woman 56% 47% 56% 51% 34% 37% 38% 33% 0% 10% 20% 30% 40% 50% 60% Sweden Norway Finland Denmark University/college degree Respondents Total population Source: Eurostat 2014
  10. 10. The Earned Media Agency ©BuzzadorAB2016 Age & occupation  The respondents are overrepresented in the age group 25 to 44 compared to the total Nordic population.  76% of the respondents are employed or self- employed.  9% are studying. 76% 9% 15% Occupation Employed / self-employed Studying Not employed 8% 35% 33% 16% 7% 20% 19% 20% 21% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% 16 – 24 yrs 25 – 34 yrs 35 – 44 yrs 45 – 54 yrs 55 – 65 yrs Age distribution Buzzadors Nordic population 16 - 65 yrs Source: Eurostat 2014
  11. 11. The Earned Media Agency PRINT MEDIA
  12. 12. The Earned Media Agency ”It ain’t over yet…”
  13. 13. The Earned Media Agency ©BuzzadorAB2016 Print media – Subscribtion in Nordic’s  2 out of 10 respondents subscribe to morning newspapers in Sweden, Norway and Finland.  In Denmark only 5% of respondents subscribe to morning newspapers.  Denmark has a very high share of non-subscribers, 81% do not subscribe to any print media at all.  Consumers in Finland are the heaviest users of print subscriptions: 53% of the respondents subscribe to some print media. Question: Do you subscribe to any print media? 24% 9% 27% 6% 52% 20% 12% 20% 9% 57% 20% 10% 30% 14% 47% 5% 4% 10% 6% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Morning newspaper Weekly magazine Journal / periodical magazine Other print media I do not subscribe Sweden Norway Finland Denmark
  14. 14. The Earned Media Agency ©BuzzadorAB2016 Yearly trends among print media subscribers  Subscriptions to print media has dropped 27% during the past two years among Swedish respondents.  Subscriptions to morning newspapers have decreased by 28% during the past two years. Question: Do you subscribe to any print media? 32% 12% 31% 8% 41% 28% 9% 29% 6% 49% 23% 9% 27% 6% 52% 0% 10% 20% 30% 40% 50% 60% Morning newspaper Weekly magazine Journal / periodical magazine Other print media I do not subscribe 2014 2015 2016
  15. 15. The Earned Media Agency ©BuzzadorAB2016 Generational trends among print media subscribers  Millennials (16-34 years) in Sweden continue to abandon print subscriptions. Less than 10 % of millennials subscribe to morning newspapers, less than 5% subscribe to weekly magazines.  67% of respondents between 16-34 years old do not subscribe to any print media.  Traditional newspapers and magazines rely heavily on the senior audience 55-65 years old. Question: Do you subscribe to any print media? 8% 5% 15% 6% 72% 9% 4% 27% 5% 63% 22% 5% 31% 6% 52% 33% 11% 33% 6% 42% 47% 21% 31% 7% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% Morning newspaper Weekly magazine Journal / periodical magazine Other print media I do not subscribe 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years
  16. 16. The Earned Media Agency ©BuzzadorAB2016 Print media – purchase in Nordic countries  Purchases of printed media follows the development of subscriptions.  10% or less have bought a morning paper during the past 6 month in Sweden, Finland and Denmark.  4 resp. 1% have bought an evening paper in Norway and Denmark.  6 month penetration for daily papers are just above 20% or lower. Question: Have you bought any print media in the past 6 months? 11% 22% 28% 43% 7% 32% 24% 4% 33% 28% 12% 36% 5% 24% 8% 34% 11% 45% 8% 1% 3% 31% 8% 59% 0% 10% 20% 30% 40% 50% 60% 70% Morning newspaper Evening newspaper Weekly magazine Journal / periodical magazine Other print media I didn't buy any Sweden Norway Finland Denmark
  17. 17. The Earned Media Agency ©BuzzadorAB2016 Print media – readership in the Nordic countries  Weekly penetration of reading print media is now lower than 40% in all categories (except free newspapers in Finland).  In Finland 2 out of 3 respondents read free newspapers. Question: Do you read print media at least once per week? Answer: Yes. 36% 38% 15% 23% 18% 30% 38% 7% 30% 27% 66% 34% 27% 35% 27% 40% 17% 8% 19% 19% 0% 10% 20% 30% 40% 50% 60% 70% Free newspaper Morning newspaper Evening newspaper Journal / periodical magazine Other print media Sweden Norway Finland Denmark
  18. 18. The Earned Media Agency DIGITAL MEDIA
  19. 19. The Earned Media Agency “The technology drives the change” “We are prepared to pay for it”
  20. 20. The Earned Media Agency ©BuzzadorAB2016 Internet usage Question: How often do you use internet for non-work-related purposes? Answer: Several times a day/once a day. 97% 98% 97% 97%98% 98% 96% 98%98% 98% 96% 97% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sweden Norway Finland Denmark 2014 2015 2016  Virtually all Buzzadors are using the Internet once or several times a day for private purposes.
  21. 21. The Earned Media Agency ©BuzzadorAB2016 Online subscribtions  One out of 3 respondents in Norway have a subscription to an online news or online magazine. There is a high increase in this market during the past year.  Denmark exhibit a decrease in online subscriptions for second year in a row. Question: Do you have a subsciption to an online news service or an online magazine? Answer: Yes. 23% 25% 20% 19% 24% 25% 16% 18% 24% 32% 17% 16% 0% 5% 10% 15% 20% 25% 30% 35% Sweden Norway Finland Denmark 2014 2015 2016
  22. 22. The Earned Media Agency ©BuzzadorAB2016 Device ownership  Smartphones, laptop computers and tablets are the the most owned devices in Sweden, Norway and Denmark.  More people own a tablet than a regular TV in those countries.  Finland is lagging behind in the conversion and show a more old fashioned structure. Question: Do you own any of the following devices? Answer: Yes. 96% 87% 74% 60% 56% 53% 45% 45% 40% 10% 97% 92% 79% 55% 58% 75% 52% 34% 45% 9% 94% 85% 67% 69% 65% 75% 36% 44% 14% 18% 96% 91% 74% 54% 55% 62% 54% 39% 42% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Laptop computer Tablet TV Game console Radio Smart-TV Desktop computer Multimedia device(Apple TV, Chromeast) Cell-phone Sweden Norway Finland Denmark
  23. 23. The Earned Media Agency ©BuzzadorAB2016 Device ownership  The top 3 devices owned by consumers in Sweden are: 1. Smartphone 2. Laptop computer 3. Tablet  The growing categories are: 1. Multimedia devices 2. Smart-TV 3. Tablet  TV, radio and cell- phones are declining. Question: Do you own any of the following devices? Answer: Yes. 89% 87% 59% 84% 70% 30% 47% 19% 19% 95% 89% 71% 83% 56% 59% 38% 48% 32% 12% 96% 87% 74% 60% 55% 53% 45% 45% 40% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Laptop computer Tablet TV Game console Radio Smart-TV Desktop computer Multimedia device(Apple TV, Chromeast) Cell-phone 2014 2015 2016
  24. 24. The Earned Media Agency ©BuzzadorAB2016 Device ownership  Almost 100% of the respondents between 16-44 years old in Sweden own a Smartphone, while 57% in the youngest age group own a TV.  Only 32% of the youngest age group own a radio, the same figure in the oldest age group is 74%. Question: Do you own any of the following devices? Answer: Yes. 99% 90% 60% 57% 60% 32% 43% 37% 36% 9% 99% 88% 77% 60% 66% 43% 43% 38% 47% 8% 98% 89% 84% 62% 73% 56% 50% 46% 49% 9% 96% 87% 77% 63% 56% 63% 47% 50% 39% 10% 90% 83% 70% 59% 19% 74% 43% 52% 27% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Laptop computer Tablet TV Game console Radio Smart-TV Desktop computer Multimedia device(Apple TV, Chromeast) Cell-phone 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years
  25. 25. The Earned Media Agency ©BuzzadorAB2016 The mobile consumer – Nordic perspective  54% of Smartphone owners in the Nordic countries have their device within reach at least 20 hours per day. It’s a decline with 2 pp compared to last year.  Also the older generations are adopting to the new trend. The difference between the youngest and the oldest age group is only 20 pp. Question: How many hours a day do you have your smartphone on you or within reach? Answer: 20 hours or more. 57% 60% 58% 59% 55% 57% 56% 56% 53% 59% 52% 54% 0% 10% 20% 30% 40% 50% 60% 70% Sweden Norway Finland Denmark 2014 2015 2016 67% 60% 57% 56% 48% 65% 59% 56% 54% 43% 63% 57% 54% 53% 44% 0% 10% 20% 30% 40% 50% 60% 70% 80% 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years 2014 2015 2016
  26. 26. The Earned Media Agency ©BuzzadorAB2016 The mobile consumer  The trend to have your smartphone within reach all day round have now declined over the past two years.  The difference between the youngest and the oldest age group is just above 20 pp. Question: How many hours a day do you have your smartphone on you or within reach? Answer: 20 hours or more. 68% 60% 57% 53% 45% 65% 59% 56% 53% 42% 62% 57% 53% 53% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years 2014 2015 2016
  27. 27. The Earned Media Agency ©BuzzadorAB2016 Media usage – all Nordic countries  Norway continues to have the strongest daily penetration in Social medias, watching news websites as well as watching linear TV.  Sweden and Norway shows the strongest performance in music streaming.  Finland is lagging behind in converting to the new media channels. Question: How often do you use the following for non-work-related purposes? Answer: At least once a day. 83% 62% 38% 35% 28% 25% 10% 9% 7% 90% 80% 52% 38% 66% 32% 7% 11% 5% 83% 71% 46% 20% 42% 17% 10% 8% 3% 84% 57% 43% 25% 35% 26% 18% 15% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social media News websites Radio Music streaming services TV (broadcast) Streaming / Video- on-demand Text-TV Online radio Podcasts Sweden Norway Finland Denmark
  28. 28. The Earned Media Agency ©BuzzadorAB2016 Media usage  Social media is still the undisputed number one in Sweden and has increased 9% in the last two years.  Linear TV, radio (both regular and online) and Text-TV are declining. Question: How often do you use the following for non-work-related purposes? Answer: At least once a day. 76% 65% 47% 56% 12% 14% 15% 78% 65% 40% 35% 53% 23% 12% 11% 5% 83% 62% 38% 35% 28% 25% 10% 9% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social media News websites Radio Music streaming services TV (broadcast) Streaming / Video-on-demand Text-TV Online radio Podcasts 2014 2015 2016
  29. 29. The Earned Media Agency ©BuzzadorAB2016 Media usage  A total paradigm shift from traditional listening to radio and watching TV has already happened in the youngest age group.  The older generations have a slower shift to streaming services. Question: How often do you use the following for non-work-related purposes? Answer: At least once a day. 91% 46% 20% 59% 19% 38% 3% 7% 11% 89% 59% 31% 43% 23% 35% 5% 10% 9% 85% 68% 42% 36% 25% 26% 7% 11% 7% 80% 71% 46% 25% 32% 17% 13% 11% 5% 71% 69% 54% 14% 43% 9% 20% 8% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social media News websites Radio Music streaming services TV (broadcast) Streaming / Video- on-demand Text-TV Online radio Podcasts 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years
  30. 30. The Earned Media Agency ©BuzzadorAB2016 Devices for streaming  Smart-TV and multimedia devices are driving the change in watching habits.  Use of both laptops and tablets for streaming is declining. Question: Which devices do you use to watch TV-streaming and Video-on-demand? (Among those who do) 47% 54% 39% 21% 19% 9% 51% 50% 42% 31% 28% 16% 11% 3% 45% 45% 40% 37% 33% 14% 10% 2% 0% 10% 20% 30% 40% 50% 60% Tablet Laptop computer Smartphone Smart-TV Multimedia device Desktop computer Game console Other device 2014 2015 2016
  31. 31. The Earned Media Agency ©BuzzadorAB2016 Multi-screen usage  Consumers are no longer using one screen at a time. 4 out of 10 respondents across all countries use another device while watching a TV program.  During the commercial break this figure is almost 8 out of 10 in the Sweden, Norway, Denmark and 7 out of 10 in Finland. Question: How often do you use other internet connected devices while watching tv? Answer: Always/often. 37% 44% 37% 41% 78% 79% 67% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Sweden Norway Finland Denmark During TV program During commercial breaks
  32. 32. The Earned Media Agency ©BuzzadorAB2016 Multi-screen  At least 8 out of 10 respondents who use another internet device while watching TV are using social media or surfing the web. Question: For what purposes do you use other internet devices while watching tv? (Among those who do) 82% 78% 44% 36% 13% 9% 86% 76% 39% 35% 16% 8% 84% 75% 33% 26% 16% 10% 84% 71% 38% 40% 16% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social media Surfing the web Looking for information on current TV shows Shopping Looking for information on products that I saw TV ad for Discuss ongoing television programs in social media Sweden Norway Finland Denmark
  33. 33. The Earned Media Agency ©BuzzadorAB2016 Paid subscriptions for digital content  Opposite to news services people are prepared to pay for streamed music and video.  Every other person in Sweden and Norway are subscribing to a streamed music service.  Over 60% of the Norwegian population subscribe to a video streaming service compared to 36% in Finland. Question: Do you have a paid subscription to any of the following services? Answer: Yes. 55% 50% 12% 11% 3% 57% 61% 6% 22% 4% 23% 36% 3% 3% 8% 28% 53% 10% 7% 8% 0% 10% 20% 30% 40% 50% 60% 70% Music streaming (Spotify, Apple music etc) Video streaming (Netflix etc) Audiobooks Digital newspaper E-books Sweden Norway Finland Denmark
  34. 34. The Earned Media Agency ©BuzzadorAB2016 Paid subscriptions for digital content  72% in the age group 16 to 24 years old subscribe to a music streaming service in Sweden, compared with 25% in the age group 55-65 years old.  Digital newspapers are still small and attracts a slightly older audience. Question: Do you have a paid subscription to any of the following services? Answer: Yes. 72% 61% 8% 3% 6% 66% 61% 10% 3% 7% 62% 58% 14% 4% 10% 49% 43% 16% 4% 14% 25% 25% 11% 3% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% Music streaming (Spotify, Apple music etc) Video streaming (Netflix etc) Audiobooks E-books Digital newspaper 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years
  35. 35. The Earned Media Agency ©BuzzadorAB2016 Watching video content  The weekly penetration of streaming is for the first time bigger then linear TV in Sweden. Question: Do you watch moving pictures at least once a week? Answer: Yes. 85% 93% 91% 87%88% 88% 85% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sweden Norway Finland Denmark TV (broadcast) Streaming / Video-on-demand
  36. 36. The Earned Media Agency ©BuzzadorAB2016 Watching video content  People aged 16 to 24 are driving the change towards streamed services.  Linear TV is still dominating in the older age groups. Question: Do you watch moving pictures at least once a week? Answer: Yes. 86% 89% 93% 95% 97% 93% 93% 91% 85% 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years TV (broadcast) Streaming / Video-on-demand
  37. 37. The Earned Media Agency ©BuzzadorAB2016 Listening to audio content  Commercial and public radio are now heavily challenged by the new audio content providers.  Music streaming is bigger then commercial radio in Sweden. Question: Do you listen to the following? Answer: Yes. 79% 77% 58% 34% 26% 76% 86% 56% 25% 21% 58% 84% 42% 20% 12% 58% 71% 56% 19% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Music streaming Commercial radio stations Public / no-ads radio stations Podcasts Audiobooks Sweden Norway Finland Denmark
  38. 38. The Earned Media Agency ©BuzzadorAB2016 Listening to audio content  In the age groups between 16-44 is streamed music now bigger than both commercial and public radio.  Public radio is showing the same pattern as we saw some years ago for printed content.  Audiobooks attract more senior citizens. Question: Do you listen to the following? Answer: Yes. 94% 69% 38% 44% 18% 87% 73% 47% 39% 21% 84% 83% 60% 35% 27% 74% 83% 68% 30% 32% 53% 74% 76% 23% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Music streaming Commercial radio stations Public / no-ads radio stations Podcasts Audiobooks 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years
  39. 39. The Earned Media Agency Social media
  40. 40. The Earned Media Agency “Facebook still rules, Instagram is the runner up, Snapchat is the rookie of the year”
  41. 41. The Earned Media Agency ©BuzzadorAB2016 Social media Daily usage  Facebook and Instagram are the most popular social media platforms in all Nordic countries.  Video content and vlogs (e.g. YouTube) are becoming more popular than regular blogs. Question: How often do you use the following social media platforms? Answer: Once a day or more often. 91% 61% 26% 24% 19% 11% 9% 9% 7% 4% 2% 1% 94% 49% 26% 64% 14% 10% 10% 12% 8% 3% 1% 1% 90% 37% 23% 11% 18% 9% 7% 15% 9% 2% 1% 1% 95% 32% 22% 29% 8% 12% 6% 7% 7% 6% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sweden Norway Finland Denmark
  42. 42. The Earned Media Agency ©BuzzadorAB2016 Social media Daily usage  Social media based on photos or videos, such as Instagram, YouTube and Pinterest are growing, while text based social media such as blogs are slowing down.  Facebook is still by far the most popular social media. Question: How often do you use the following social media platforms? Answer: Once a day or more often. 84% 42% 25% 9% 10% 12% 3% 3% 2% 1% 84% 50% 21% 21% 9% 10% 11% 6% 4% 2% 1% 91% 61% 26% 24% 19% 11% 10% 9% 7% 4% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2014 2015 2016
  43. 43. The Earned Media Agency ©BuzzadorAB2016 Top 5 used Social media  Facebook as the first and most mature social media is holding a similar strong position across all age group.  The other social medias are strongest in the younger ages groups. Question: How often do you use the following social media platforms? Answer: Once a day or more often. 94% 81% 68% 48% 31% 91% 76% 27% 31% 24% 92% 60% 11% 22% 17% 90% 47% 9% 16% 15% 88% 38% 3% 14% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Instagram Snapchat YouTube Blog 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years
  44. 44. The Earned Media Agency ©BuzzadorAB2016 Social media – Facebook yearly trend  Young people are still the most active on social media, but the other age groups are catching up.  The biggest increase in social media usage is within the 55 to 65 age group, where we see an increase by 22% since 2014. Question: How often do you use Facebook? Answer: Once a day or more often. 94% 92% 88% 82% 72% 94% 92% 89% 83% 78% 94% 91% 92% 90% 88% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years 2014 2015 2016
  45. 45. The Earned Media Agency ©BuzzadorAB2016 Social media – Instagram yearly trend  Instagram usage is quickly growing across all age groups.  Instagram is still by far most popular amongst young people. 81% of people aged 16 to 24 use Instagram daily, in comparison to 38% in the age group 55 to 65 years old. Question: How often do you use Instagram? Answer: Once a day or more often. 55% 35% 22% 14% 9% 65% 47% 32% 22% 15% 81% 76% 60% 47% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years 2014 2015 2016
  46. 46. The Earned Media Agency ©BuzzadorAB2016 Social media daily usage  Reading/watching content published by others is much more common than publishing own content.  26% of the respondents watch videos on YouTube daily, but only 1% publish their own content. Question: How often do you use/publish content on the following social media platforms? Answer: Once a day or more often. 91% 61% 26% 24% 19% 11% 10% 9% 7% 4% 2% 1% 21% 11% 1% 15% 4% 1% 3% 3% 2% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Use Publish
  47. 47. The Earned Media Agency ©BuzzadorAB2016 Social media weekly usage  More than half of the respondents publish something on Facebook at least once a week.  YouTube is the third most popular social media to read/watch content, but only 3% publish their own content on a weekly basis. Question: How often do you use/publish content on the following social media platforms? Answer: Once a week or more often. 96% 74% 66% 33% 39% 21% 16% 24% 17% 14% 4% 2% 57% 44% 3% 27% 9% 3% 7% 9% 5% 3% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Use Publish
  48. 48. The Earned Media Agency ©BuzzadorAB2016 Social media across devices  Smart phones are the most popular devices to use for social media.  Finnish respondents are the most likely to use social media on computers, but the least likely to use tablets for the same purpose. Question: In which devices do you use social media today? [Among those who use social media] 91% 66% 48% 4% 1% 0% 91% 65% 55% 5% 2% 0% 82% 71% 43% 2% 1% 0% 88% 67% 52% 3% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Computer Tablet Smart-TV Game console Other devices Sweden Norway Finland Denmark
  49. 49. The Earned Media Agency ©BuzzadorAB2016 Social media in the smartphone  Using social media on Smartphones are becoming increasingly popular in all Nordic countries.  Finland is showing the biggest increase, up 28% compared to 2014. Question: Do you use social media on your smartphone? [Among those who use social media] 77% 76% 64% 74% 87% 86% 75% 85% 91% 91% 82% 88% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sweden Norway Finland Denmark 2014 2015 2016
  50. 50. The Earned Media Agency ©BuzzadorAB2016 Instant messaging  Facebook messenger is the most popular service for instant messaging in the Nordics.  78% of the Finnish respondent's use WhatsApp every week.  70% of the Norwegian respondents use Snapchat on a weekly basis. Question: Which services for instant messages do you use at least once a week? 81% 28% 24% 15% 8% 7% 3% 1% 0% 0% 10% 85% 70% 9% 17% 6% 1% 3% 1% 0% 0% 6% 69% 12% 78% 16% 2% 2% 3% 0% 0% 0% 9% 80% 35% 6% 12% 4% 1% 3% 1% 0% 0% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook messenger SnapChat WhatsApp Skype Viber Kik Hangouts Line KakaoTalk WeChat I don't use Sweden Norway Finland Denmark
  51. 51. The Earned Media Agency ©BuzzadorAB2016 Instant messaging  Facebook messenger is the most popular service for instant messaging in Sweden.  74% of respondents aged 16-24 use Snapchat on a weekly basis.  34% of respondents aged 25-34 use WhatsApp on a weekly basis. Question: Which services for instant messages do you use at least once a week? 90% 74% 21% 15% 9% 12% 2% 1% 1% 1% 2% 83% 32% 34% 13% 8% 6% 4% 1% 0% 1% 6% 83% 16% 29% 15% 8% 8% 4% 1% 0% 0% 7% 80% 15% 17% 16% 8% 6% 3% 1% 0% 0% 11% 69% 6% 20% 16% 7% 1% 3% 1% 0% 0% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook messenger SnapChat WhatsApp Skype Viber Kik Hangouts Line KakaoTalk WeChat I don't use 16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years
  52. 52. The Earned Media Agency Credibility
  53. 53. The Earned Media Agency “Earned media is twice as trustworthy than paid media channels” “Recommendation from a friend is still the number one in trust”
  54. 54. The Earned Media Agency ©BuzzadorAB2016 Trust in advertising – Nordics & Europe  Recommendations from friends are the most trusted form of advertising in the Nordic countries.  88% trust completely or somewhat recommendations from people they know.  Trust in traditional advertising as well as in digital advertising continues to decline. Questions: To what extent do you trust the following forms of advertising? Answer: Trust completely /Trust somewhat. 0% 20% 40% 60% 80% 100% Recommendations from people I know Consumer opinions posted online Branded websites Expert reviews posted online Editorial content (newspaper articles) Ads in magasines Ads in newspapers Ads before movies (in cinemas) Ads on TV Direct mail advertising Emails I signed up for Blogposts Ads on radio Billboards and outdoor advertising Online banner ads Online video ads Ads on social networks Ads on mobile phones Ads in search engine results Text ads on mobile phones BuzzadorINDEX, Q1 2014 BuzzadorINDEX, Q1 2015 BuzzadorINDEX, Q1 2016 Nielsen Europe, Q3 2015
  55. 55. The Earned Media Agency ©BuzzadorAB2016 Trust in advertising  Recommendations from friends is the most trusted form of advertising in Sweden, followed by consumer opinions posted online.  Trust in recommendations from a friend has increased by 5% to 87%  Recommendations from a friend is now 4 times as effective as digital advertising! Question: To what extent do you trust the following forms of advertising? Answer: Trust completely/Trust somewhat. 0% 20% 40% 60% 80% 100% Recommendations from people I know Branded websites Consumer opinions posted online Expert reviews posted online Editorial content (newspaper articles) Ads in magasines Ads before movies (in cinemas) Direct mail advertising Ads in newspapers Blogposts Ads on TV Emails I signed up for Ads on radio Billboards and outdoor advertising Online banner ads Ads on social networks Online video ads Ads in search engine results Ads on mobile phones Text ads on mobile phones 2014 2015 2016
  56. 56. The Earned Media Agency ©BuzzadorAB2016 Consumer reviews online  More than 6 out of 10 respondents in Sweden and Norway look for online reviews always or very often for durable goods.  In Denmark this figure is 7 out of 10, which correlates with the lower level of trust consumers have in traditional advertising in Denmark.  60% of consumers in Finland look for reviews.  People are now almost as interested in reviews for FMCG as for durable goods. Questions: Are you interested to read consumer reviews for the following products? Answer: Always/Often. 63% 68% 58% 70% 64% 80% 61% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Sweden Norway Finland Denmark Durable goods FMCG
  57. 57. The Earned Media Agency ©BuzzadorAB2016 Paid, Owned, Earned media Percent of consumers who trust advertising completely/somewhat Paid media 33% Earned media 70% Owned media 52%
  58. 58. The Earned Media Agency Want to know more? susanne.rooker@buzzador.com

This is a trend report of media habits in the Nordics based on nearly 30.000 respondents from Sweden, Finland, Norway and Denmark. It presents how consumers use different type of media (print, TV, digital and social) and what credibility the different types of media has. This report is presented with Sweden as focus (and more in depth) with the other Nordic countries' results to compare with.

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