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digitalSCOPE’2014digitalSCOPE’2014 IAB Forum Bulgaria 2015 | 31st of March 2015 | Sofia
MEDIA CONSUMPTION
i n d i g i t a ...
digitalSCOPE’2014
Participants
2
Central &
South-Eastern
Europe
(C/SEE)
Bulgaria
Macedonia
Poland
Romania
Serbia
Slovakia
...
digitalSCOPE’2014
Communication
Media Partners
Local Research Institute
Project Partners
Leadership Local Project Manageme...
digitalSCOPE’2014
TABLE OF CONTENTS
4
Methodology
Media usage
Online devices
Multi-screening
Activities online
Consumer Jo...
digitalSCOPE’2014
Methodology
5
Technique: CAWI (Computer Assisted Web Interviewing)
Recruitment: Real Time Sampling, Run ...
digitalSCOPE’2014
Media USAGE
6
To guarantee representativeness of the researched
sample and comparability between countri...
digitalSCOPE’2014
0
1
2
3
4
5
0 5 10 15 20 25
0
1
2
3
4
5
0 5 10 15 20 25
Media usage – summary
7
internet
radio
TV
(Y) Av...
digitalSCOPE’2014
Access to media – frequency
8
Qs:
M3. How often do you use
internet?*
U5. How often do you use…
[LIST OF...
digitalSCOPE’2014
Daily access to media
9
Qs:
M3. How often do you use
internet?* – ’a few times a day’
+ ’every day or al...
digitalSCOPE’2014
Daily time spent per media
10
Qs:
O1. On an average day that
you use internet, how much
time do you spen...
digitalSCOPE’2014
Time slots online
11
Q:
O2. In which time slots do you
mostly access internet on the
typical weekday/ we...
digitalSCOPE’2014
Online devices
’Smartphone’ includes declarations prompted with
the following features:
• tactile screen...
digitalSCOPE’2014
0
2
4
6
8
10
12
14
16
18
0 10 20 30 40 50 60 70 80
0
2
4
6
8
10
12
14
16
0 10 20 30 40 50 60 70
E-media ...
digitalSCOPE’2014
Access to devices
14
Q:
U1. What electronic devices do
you use at least from time to
time?
All internet ...
digitalSCOPE’2014
Access to internet – frequency
15
Q:
U3. How often do you use
internet in the following
devices?
Filtere...
digitalSCOPE’2014
Daily access to internet
16
80
79
76
57
50
48
28
75
73
70
54
42
43
19
0 25 50 75 100
smartphone
portable...
digitalSCOPE’2014
Multi-screening
Multi-screening index is a synthetic indicator
based on questions covering various simul...
digitalSCOPE’2014
Multi-screening
18
Qs:
MS1. How often – when using
internet – do you watch
traditional television (witho...
digitalSCOPE’2014
Activities online when watching TV
19
Q:
MS4. Which ones of the
following activities do you
perform on i...
digitalSCOPE’2014
Activities online
20
Analyses of online activities are based on the most
typical activities, performed t...
digitalSCOPE’2014
Typical activities online – devices
21
Q:
U4. What do you usually do in internet in
particular devices? ...
digitalSCOPE’2014
Typical activities – stationary PC
22
Q:
U4. What do you usually do in
internet in particular devices?
C...
digitalSCOPE’2014
Typical activities – portable PC
23
Q:
U4. What do you usually do in
internet in particular devices?
Cho...
digitalSCOPE’2014
Typical activities – smartphone
24
Q:
U4. What do you usually do in
internet in particular devices?
Choo...
digitalSCOPE’2014
Typical activities – tablet
25
48
40
40
37
37
33
30
29
29
26
26
24
19
17
15
12
7
0 10 20 30 40 50 60
sea...
digitalSCOPE’2014
Typical activities online – summary
26
COMMUNICATION
ENTERTAINMENT
PURCHASE PROCESS, FINANCES
INFORMATIO...
digitalSCOPE’2014
Consumer Journey Online
27
Consumer Journey Online focuses on 'e-consumers' – internet users
who spent m...
digitalSCOPE’2014
Sources of information – summary
28
Q:
CJO4. Mark all sources of
information from which you
learn about ...
digitalSCOPE’2014
Sources of information – usability
29
Q:
CJO4. Mark all sources of
information from which you
learn abou...
digitalSCOPE’2014
Sources of information – credibility
30
Q:
CJO8. To what extent are the
following sources of
information...
digitalSCOPE’2014
Internet VS offline triggers
31
75
59
42
35
31
72
50
35
40
28
0 25 50 75 100
private talks
TV
outdoor
pr...
digitalSCOPE’2014
Online advertising triggers
32
26
24
24
23
22
21
11
11
9
22
22
18
18
23
21
9
9
8
0 10 20 30 40
display a...
digitalSCOPE’2014
Research online
33
Q:
CJO5. Mark all internet
sources of information from
which you learn about
[SELECTE...
digitalSCOPE’2014
Usability of internet in purchase
34
35
44
48
41
47
38
34
38
29
31
28
29
28
28
28
28
12
7
6
10
9
13
15
1...
digitalSCOPE’2014
Usability of internet in purchase
35
64
75
76
70
75
67
62
67
54
69
71
67
70
63
58
61
0 20 40 60 80 100
p...
digitalSCOPE’2014
Purchase Potential
36
Purchase Potential covers two purchase indicators:
• ROPO – purchase made online o...
digitalSCOPE’2014
Purchase indicators (last 6 months)
37
80
66
72
61
0 10 20 30 40 50 60 70 80 90
Research Online, Purchas...
digitalSCOPE’2014
Research Online Purchase On/Off-line
38
37
21
21
20
20
16
16
15
14
13
12
10
8
7
5
3
3
0 10 20 30 40
clot...
digitalSCOPE’2014
Purchase online
39
32
16
16
14
13
12
11
10
8
7
6
6
6
5
4
3
2
0 10 20 30 40
clothing
tourism
books
hygien...
digitalSCOPE’2014
Conversion: research online
40
60
59
57
53
52
50
49
48
48
47
43
40
37
35
32
29
25
0 20 40 60 80
electron...
digitalSCOPE’2014
Conversion: purchase online
41
46
46
45
43
42
40
39
34
31
30
29
29
23
23
20
20
10
0 20 40 60
clothing
to...
digitalSCOPE’2014
Key results
42
73
73
38
15
8
66
62
38
28
13
0 25 50 75 100
Internet
TV
Radio
Newspapers
Magazines
Daily ...
digitalSCOPE’2014
THANK YOU !
43
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IAB FORUM 2015 DigiScope CEE, Tенденции в потреблението на медиите, навици на потребителите в диджитал и тяхното влияние за покупка., Жанет Найденова, ли

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IAB FORUM 2015 DigiScope CEE, Tенденции в потреблението на медиите, навици на потребителите в диджитал и тяхното влияние за покупка., Жанет Найденова, лидер на работната група „Проучвания“

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IAB FORUM 2015 DigiScope CEE, Tенденции в потреблението на медиите, навици на потребителите в диджитал и тяхното влияние за покупка., Жанет Найденова, ли

  1. 1. digitalSCOPE’2014digitalSCOPE’2014 IAB Forum Bulgaria 2015 | 31st of March 2015 | Sofia MEDIA CONSUMPTION i n d i g i t a l s o c i e t y digitalSCOPE 2014 Janet Naydenova Leader of RESEARCH Group IAB Bulgaria
  2. 2. digitalSCOPE’2014 Participants 2 Central & South-Eastern Europe (C/SEE) Bulgaria Macedonia Poland Romania Serbia Slovakia Slovenia Turkey ABOUT THE STUDY
  3. 3. digitalSCOPE’2014 Communication Media Partners Local Research Institute Project Partners Leadership Local Project Management
  4. 4. digitalSCOPE’2014 TABLE OF CONTENTS 4 Methodology Media usage Online devices Multi-screening Activities online Consumer Journey Online Purchase potential Key Results
  5. 5. digitalSCOPE’2014 Methodology 5 Technique: CAWI (Computer Assisted Web Interviewing) Recruitment: Real Time Sampling, Run On Site: inventory of media partners Reach in online population 16+: 83% (source: Gemius Bulgaria) Fieldwork: 14th Oct. – 8th Nov. 2014 Research institute: MindTake Researched population: Above 15 years old Sample: N=6 285, representative, weighted Weighting: Gender, age and internet usage frequency (basing on Eurostat) Bulgaria
  6. 6. digitalSCOPE’2014 Media USAGE 6 To guarantee representativeness of the researched sample and comparability between countries, digitalSCOPE data were weighted with regard to internet usage frequency. Eurostat data were used as a point of reference.
  7. 7. digitalSCOPE’2014 0 1 2 3 4 5 0 5 10 15 20 25 0 1 2 3 4 5 0 5 10 15 20 25 Media usage – summary 7 internet radio TV (Y) Average number of hours per typical day (X) Average number of days per month Average time and frequency estimated on the basis of declarative questions: M3, U5, O1, O3 (see: next slides) All internet users % magazines newspapers Bulgaria C/SEE  
  8. 8. digitalSCOPE’2014 Access to media – frequency 8 Qs: M3. How often do you use internet?* U5. How often do you use… [LIST OF TRADITIONAL MEDIA]? All internet users % * Weighted according to Eurostat data 73 73 38 15 8 13 10 13 25 16 3 3 8 12 20 11 7 21 27 35 8 20 22 22 0 25 50 75 100 internet traditional TV traditional radio traditional newspapers traditional magazines Daily, almost daily Weekly Monthly Less often Never Bulgaria 
  9. 9. digitalSCOPE’2014 Daily access to media 9 Qs: M3. How often do you use internet?* – ’a few times a day’ + ’every day or almost every day’ U5. How often do you use… [LIST OF TRADITIONAL MEDIA]? – ’a few times a day’ + ’every day or almost every day’ All internet users % * Weighted according to Eurostat data 73 73 38 15 8 66 62 38 28 13 0 25 50 75 100 internet traditional TV traditional radio print newspapers print magazines Bulgaria C/SEE
  10. 10. digitalSCOPE’2014 Daily time spent per media 10 Qs: O1. On an average day that you use internet, how much time do you spend online? O3. On an average day that you use the following media, how much time do you spend with: [LIST OF TRADITIONAL MEDIA] Filtered: media users (excluding ’never’) % 0 10 20 30 40 50 60 70 80 90 100 internet traditional TV traditional radio traditional newspapers traditional magazines > 5 hrs 4-5 hrs 3-4 hrs 2-3 hrs 1-2 hrs 30-60 mins < 30 mins hard to say Bulgaria
  11. 11. digitalSCOPE’2014 Time slots online 11 Q: O2. In which time slots do you mostly access internet on the typical weekday/ weekend? Multi-response question, recalculated to 100% Filtered: internet users accessing internet on weekdays/weekends % 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 typical weekday typical weekend Bulgaria
  12. 12. digitalSCOPE’2014 Online devices ’Smartphone’ includes declarations prompted with the following features: • tactile screen or qwerty keyboard, • ability to use: • internet, • navigation, • applications, • social networking services. 12
  13. 13. digitalSCOPE’2014 0 2 4 6 8 10 12 14 16 18 0 10 20 30 40 50 60 70 80 0 2 4 6 8 10 12 14 16 0 10 20 30 40 50 60 70 E-media usage – summary 13 portable PC stationary PC tablet (Y) Average number of days per month spent online (X) Penetration of devices Frequency estimated on the basis of declarative question: U3 (see: next slides) All internet users % smartTV traditional mobile phone Bulgaria C/SEE  smartphone game console 
  14. 14. digitalSCOPE’2014 Access to devices 14 Q: U1. What electronic devices do you use at least from time to time? All internet users % * TV device = TV decoder, set- top-box with an online connection (e.g. Blu-Ray) 66 65 46 30 28 13 12 8 4 69 63 45 21 24 13 22 5 8 0 25 50 75 100 smartphone portable PC stationary PC traditional mobile phone tablet smart TV TV device* e-reader game console Bulgaria C/SEE
  15. 15. digitalSCOPE’2014 Access to internet – frequency 15 Q: U3. How often do you use internet in the following devices? Filtered: device users % 80 79 76 57 50 48 28 0 25 50 75 100 smartphone portable PC stationary PC tablet smart TV trad. mobile phone game console Daily, almost daily Weekly Monthly Less often Never Bulgaria
  16. 16. digitalSCOPE’2014 Daily access to internet 16 80 79 76 57 50 48 28 75 73 70 54 42 43 19 0 25 50 75 100 smartphone portable PC stationary PC tablet smartTV traditional mobile phone game console Bulgaria C/SEE Q: U3. How often do you use internet in the following devices? – ’a few times a day’ + ’every day or almost every day’ Filtered: device users %
  17. 17. digitalSCOPE’2014 Multi-screening Multi-screening index is a synthetic indicator based on questions covering various simultaneous behaviors – both between internet and traditional TV (TV+WEB) and between various devices connected to the web (WEB+WEB). 17
  18. 18. digitalSCOPE’2014 Multi-screening 18 Qs: MS1. How often – when using internet – do you watch traditional television (without access to internet), e.g. TV is in the background? MS2. How often do you use internet in a few devices at the same time (e.g. you are surfing in computer and checking your email in your phone)? MS3. How often - when watching traditional television (without access to internet) – do you use internet in the following devices? All internet users % 92 86 65 87 75 65 0 25 50 75 100 TOTAL TV + internet internet in a few devices Bulgaria C/SEE
  19. 19. digitalSCOPE’2014 Activities online when watching TV 19 Q: MS4. Which ones of the following activities do you perform on internet while watching a TV program (e.g. TV series, documentary, news etc.) on traditional television (without access to internet)? Please state the activity even if you perform it occasionally. Filtered: multi-screeners (TV+WEB) % 51 50 46 30 29 23 21 15 14 10 9 4 0 20 40 60 browsing websites, surfing checking, answering e-mails using social networking services searching a product seen on TV job, school related activities playing games online messaging online (SMS) searching info about people on TV visiting program website reading comments on social media sharing comments on social media checking TV critics about the program Bulgaria
  20. 20. digitalSCOPE’2014 Activities online 20 Analyses of online activities are based on the most typical activities, performed the most frequently in particular devices.
  21. 21. digitalSCOPE’2014 Typical activities online – devices 21 Q: U4. What do you usually do in internet in particular devices? Choose the most frequent activities. All internet users Cumulative % 38 36 34 25 26 30 30 26 17 22 24 25 18 21 19 15 7 0 20 40 60 80 100 120 140 160 searching web pages using e-mail reading articles on portals using communicators using social networks reading about brands job, education related watching video using maps, locations listening to music online visiting forums, blogs buying online playing games using price comparison sites banking online writing blogs, reviews investing online PC stationary PC portable smartphone tablet Bulgaria
  22. 22. digitalSCOPE’2014 Typical activities – stationary PC 22 Q: U4. What do you usually do in internet in particular devices? Choose the most frequent activities. Filtered: stationary PC users % 83 77 73 65 64 57 56 55 54 52 49 46 42 39 37 32 14 0 20 40 60 80 100 searching web pages using e-mail reading articles on portals job, education related reading about brands using social networks watching video using communicators buying online visiting forums, blogs listening to music online using price comparison sites banking online playing games using maps, locations writing blogs, reviews investing online Bulgaria
  23. 23. digitalSCOPE’2014 Typical activities – portable PC 23 Q: U4. What do you usually do in internet in particular devices? Choose the most frequent activities. Filtered: portable PC users % 82 78 70 67 65 64 63 60 59 53 51 46 42 35 35 35 14 0 20 40 60 80 100 searching web pages using e-mail reading articles on portals watching video job, education related using social networks reading about brands buying online using communicators visiting forums, blogs listening to music online using price comparison sites banking online writing blogs, reviews playing games using maps, locations investing online Bulgaria
  24. 24. digitalSCOPE’2014 Typical activities – smartphone 24 Q: U4. What do you usually do in internet in particular devices? Choose the most frequent activities. Filtered: smartphone users % 57 57 52 51 46 37 32 27 25 22 22 19 16 14 13 13 6 0 20 40 60 80 using maps, locations using communicators searching web pages using social networks using e-mail reading articles on portals listening to music online playing games reading about brands visiting forums, blogs job, education related watching video writing blogs, reviews using price comparison sites banking online buying online investing online Bulgaria
  25. 25. digitalSCOPE’2014 Typical activities – tablet 25 48 40 40 37 37 33 30 29 29 26 26 24 19 17 15 12 7 0 10 20 30 40 50 60 searching web pages using e-mail reading articles on portals using social networks using communicators using maps, locations playing games watching video reading about brands listening to music online job, education related visiting forums, blogs using price comparison sites buying online writing blogs, reviews banking online investing online Q: U4. What do you usually do in internet in particular devices? Choose the most frequent activities. Filtered: tablet users % Bulgaria
  26. 26. digitalSCOPE’2014 Typical activities online – summary 26 COMMUNICATION ENTERTAINMENT PURCHASE PROCESS, FINANCES INFORMATION Q: U4. What do you usually do in internet in particular devices? Choose the most frequent activities. Filtered: devices users Acronyms •Brands – reading about brands •SM – Social Media (blogs, forums etc.), excluding SN •SN – Social Networks Correspondence analysis Activities on the same side of axis as a device are relatively more typical for the device. The closer to the intersection of the axes’, the smaller the difference. Bulgaria location banking checking prices reading articles visiting SM video music games e-mail communicators writing in SM investing job/edu. searching SN buying brands
  27. 27. digitalSCOPE’2014 Consumer Journey Online 27 Consumer Journey Online focuses on 'e-consumers' – internet users who spent money (online or offline) for any product or service during 'last 6 months'. Each respondent described one category randomly chosen from those purchased (see: ’Purchase Potential’).
  28. 28. digitalSCOPE’2014 Sources of information – summary 28 Q: CJO4. Mark all sources of information from which you learn about [SELECTED PRODUCT/SERVICE CATEGORY]. CJO8. To what extent are the following sources of information on [SELECTED PRODUCT/SERVICE CATEGORY] credible for you? Filtered: e-consumers Average % for all categories Intersection of the axes represents means of all researched media 0 10 20 30 40 50 60 70 80 90 0 10 20 30 40 50 60 70 80 (Y) Usability (X) Credibility (top-2 boxes) internet friends, family TV advertising expert, specialist brand's infonewspapers magazines radio   Bulgaria
  29. 29. digitalSCOPE’2014 Sources of information – usability 29 Q: CJO4. Mark all sources of information from which you learn about [SELECTED PRODUCT/SERVICE CATEGORY]. Filtered: e-consumers Average % for all categories 79 54 40 33 19 17 15 13 12 73 50 32 18 18 19 8 17 12 0 25 50 75 100 internet friends, family TV advertising expert, specialist brand's info radio print - newspapers print - magazines Bulgaria C/SEE
  30. 30. digitalSCOPE’2014 Sources of information – credibility 30 Q: CJO8. To what extent are the following sources of information on [SELECTED PRODUCT/SERVICE CATEGORY] credible for you? Top 2 boxes = ’definitely credible’ + ’rather credible’ [5-POINT LIKERT SCALE WITH ’HARD TO SAY’ OPTION] Filtered: e-consumers Average % for all categories 74 65 58 51 37 37 32 30 28 70 62 53 49 31 35 33 27 24 0 25 50 75 100 friends, family expert, specialist internet brand's info TV print - magazines print - newspapers radio advertising Bulgaria C/SEE
  31. 31. digitalSCOPE’2014 Internet VS offline triggers 31 75 59 42 35 31 72 50 35 40 28 0 25 50 75 100 private talks TV outdoor press radio Qs: CJO9. Does it happen that you read, watch or search internet to find information on [SELECTED PRODUCT/SERVICE CATEGORY] under the influence of [LIST OF MEDIA] CJO10. Are there any [SELECTED PRODUCT/SERVICE CATEGORY] about which you found out for the first time from internet? Filtered: e-consumers Average % for all categories 64 55 0 25 50 75 100 internet Bulgaria C/SEE Offline triggers to consumer journey online Internet as the first touchpoint with a brand
  32. 32. digitalSCOPE’2014 Online advertising triggers 32 26 24 24 23 22 21 11 11 9 22 22 18 18 23 21 9 9 8 0 10 20 30 40 display advertising* e-mail advertising links in articles video advertising* links in search engines presence of brands in SNS* pop-up windows * advertising in apps* mobile advertising Bulgaria C/SEE Q: CJO6. Mark all types of internet advertising from which you find out about [SELECTED PRODUCT/SERVICE CATEGORY]. Filtered: e-consumers Average % for all categories 54 48 * Display (aggregated)
  33. 33. digitalSCOPE’2014 Research online 33 Q: CJO5. Mark all internet sources of information from which you learn about [SELECTED PRODUCT/SERVICE CATEGORY]. Filtered: e-consumers Average % for all categories 45 32 32 28 19 17 15 10 7 39 26 28 30 22 15 17 8 20 0 10 20 30 40 50 internet shops social networking services forums, opinion services web pages of brands price comparison sites blogs, video-blogs portals auctions specialist www sites Bulgaria C/SEE
  34. 34. digitalSCOPE’2014 Usability of internet in purchase 34 35 44 48 41 47 38 34 38 29 31 28 29 28 28 28 28 12 7 6 10 9 13 15 12 7 5 4 5 4 6 8 6 10 8 8 9 9 9 9 10 8 5 5 5 5 6 6 6 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 Q: CJO7. For the matter of [SELECTED PRODUCT/SERVICE CATEGORY], in your opinion is internet useful in: Filtered: e-consumers Average % for all categories Bulgaria
  35. 35. digitalSCOPE’2014 Usability of internet in purchase 35 64 75 76 70 75 67 62 67 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 Bulgaria C/SEE Q: CJO7. For the matter of [SELECTED PRODUCT/SERVICE CATEGORY], in your opinion is internet useful in: Top 2 boxes = ’definitely yes’ + ’rather yes’ Filtered: e-consumers Average % for all categories
  36. 36. digitalSCOPE’2014 Purchase Potential 36 Purchase Potential covers two purchase indicators: • ROPO – purchase made online or offline basing on information found online, • Purchase Online (e-commerce). The indicators are based on 'last 6 months' purchase declarations.
  37. 37. digitalSCOPE’2014 Purchase indicators (last 6 months) 37 80 66 72 61 0 10 20 30 40 50 60 70 80 90 Research Online, Purchase On/Off-line Purchase Online (e-commerce) Bulgaria C/SEE Qs: CJO2. Which of the following products or services did you buy during last six months basing on information found in internet? CJO3. Which of the following products or services you bought during last six months in internet (payments, purchases, auctions etc.)? All internet users %
  38. 38. digitalSCOPE’2014 Research Online Purchase On/Off-line 38 37 21 21 20 20 16 16 15 14 13 12 10 8 7 5 3 3 0 10 20 30 40 clothing books tourism electronics hygiene automotive food telecom parenting pharmacy home repair sport finances software subscriptions AV records Bulgaria C/SEE Q: CJO2. Which of the following products or services did you buy during last six months basing on information found in internet? All internet users % ROPO = Research Online, Purchase Online or Offline
  39. 39. digitalSCOPE’2014 Purchase online 39 32 16 16 14 13 12 11 10 8 7 6 6 6 5 4 3 2 0 10 20 30 40 clothing tourism books hygiene electronics parenting automotive telecom pharmacy home food sport repair finances software subscriptions AV records Bulgaria C/SEE Q: CJO3. Which of the following products or services you bought during last six months in internet (payments, purchases, auctions etc.)? All internet users %
  40. 40. digitalSCOPE’2014 Conversion: research online 40 60 59 57 53 52 50 49 48 48 47 43 40 37 35 32 29 25 0 20 40 60 80 electronics books tourism clothing parenting software subscriptions home automotive telecom sport hygiene repair pharmacy AV records finances food Qs: CJO1. On which of the following products did you spend money during last six months – as well online, as offline? CJO2. Which of the following products or services did you buy during last six months basing on information found in internet? Conversion = the share of internet users purchasing particular goods basing on research online among those who purchase these goods (online or offline) % Bulgaria
  41. 41. digitalSCOPE’2014 Conversion: purchase online 41 46 46 45 43 42 40 39 34 31 30 29 29 23 23 20 20 10 0 20 40 60 clothing tourism books software parenting subscriptions electronics automotive sport telecom home hygiene AV records finances repair pharmacy food Qs: CJO1. On which of the following products did you spend money during last six months – as well online, as offline? CJO3. Which of the following products or services you bought during last six months in internet (payments, purchases, auctions etc.)? Conversion = the share of internet users purchasing particular goods online among those who purchase these goods (online or offline) % Bulgaria
  42. 42. digitalSCOPE’2014 Key results 42 73 73 38 15 8 66 62 38 28 13 0 25 50 75 100 Internet TV Radio Newspapers Magazines Daily access to media C/SEE Multi-screening levels 66 65 46 30 28 13 12 8 4 69 63 45 21 24 13 22 5 8 0 25 50 75 100 smartphone portable PC stationary PC traditional mobile phone tablet smart TV TV device e-reader game console Access to devices Purchase (last 6 months) 92 86 65 87 75 65 0 25 50 75 100 TOTAL TV+WEB WEB+WEB Bulgaria 80 66 72 61 0 10 20 30 40 50 60 70 80 90 Research Online, Purchase On/Off-line Purchase Online (e-commerce)
  43. 43. digitalSCOPE’2014 THANK YOU ! 43

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