Ems Digital Life

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Ems Digital Life

  1. 1. EMS Digital Life How Europe’s elite use media throughout the day in today’s digital world Reinier Schaper Amsterdam, 17 March 2008
  2. 2. EMS: The well accepted currency for pan European media planning & targeting, covering the upscale, affluent & influential Europeans
  3. 3. The upcoming EMS 2008 release is tailored to new needs of the media industry, adding usage of websites & Digital Life to the existing wealth of print readership, TV viewing & marketing information
  4. 4. EMS Digital Life Those who use the Internet for at least 1 hour per week (Universe: 38.4 mln)
  5. 5. In a global economy, you need global data. EMS Digital Life and its sister survey PAX Digital Life apply an identical approach to 26 countries in Europe and Asia- Pacific. Global insights and global planning have become a reality. PAX
  6. 6. This report shows only some of the topline results. The full release later this year will provide you with much more of what is listed below.
  7. 7. 1. Access to more screens
  8. 8. Access to screens is the crucial condition for living digital. Practically all have mobile devices, TV, and PC or laptop at home. However it does mean they can switch and choose when, where and how they like to receive content.
  9. 9. Zooming in on the mobile devices, the number of smartphones, blackberries and PSPs is substantial, as is the penetration of PDAs and videoplayers.
  10. 10. More access to PCs & laptops, digital TV screens, mobiles & smartphones implies, by definition, digital media consumption. 2. Media consumption going digital i di i l
  11. 11. Almost 80% of Europeans have increased usage of the Internet over the last 2 years, and decreased their consumption of offline media to some extent. Beware that those percentages apply to the general changes in media habits, and not to the l th volume of media consumption. f di ti
  12. 12. Watching TV and reading print shift to other platforms Activities in past 30 days via a computer or mobile device: p y p Watch live li TV 43% Read electronic newspaper/magazine 68% Base: Total Europe Source: EMS Digital Life 2008, first results
  13. 13. The European elite spend nearly 1 hour each day reading print, 1½ hours watching TV, another 1½ hours listening to the radio, and over 2 hours using Internet (incl. email). That’s an impressive total of over 6 hours spent on media
  14. 14. People have turned into digital consumers, and even more quickly they have become actively engaged themselves in the digital space. 3. Uptake of digital f di i l features
  15. 15. Social Networking Sites used in past 30 days Any Social networking site: 38% 12% 9% 6% 5% Base: Total Europe Source: EMS Digital Life 2008, first results
  16. 16. Creating content has become a favourite pastime for many, and for the ones under 35 it is even turning into an essential part of their daily life Base: Total Europe Source: EMS Digital Life 2008, first results
  17. 17. How do people behave in the real and in the virtual world? This is at the core of the diary part of EMS Digital Life. 4. Media use anywhere, anytime h i
  18. 18. The diary captures where they are, what they do, what devices they use, the preferred content, and what they do at the same time (multitasking)
  19. 19. Here’s a snapshot of such a diary, revealing the dynamics, in this case of a typical working day.
  20. 20. Where are consumers located throughout the day Source: EMS Digital Life 2008, first results
  21. 21. Which devices or platforms do they use from morning till late at night Source: EMS Digital Life 2008, first results
  22. 22. This slide shows that the ones who own a smart mobile device are also the heavy PC/laptop users. The TV set is slightly less popular than average.
  23. 23. The following 3 slides show the use of different types of media throughout the day for different target groups Source: EMS Digital Life 2008, first results
  24. 24. Main Activity by Hour Total Europe Uploaders* Weekday Weekday 45% Watching TV 40% 35% Watching W t hi TV 30% Using Internet 25% Usingg 20% Internet Reading 15% Reading newspap./ newspap./ magazine magazine 10% 5% 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am (*): Those who have done 3+ out of those 9 activities in last 30 days: (1) keep weblog/maintain website, (2) post comment on weblog, (3) add content to a wiki, (4) update profile on social networking site, (5) attribute tags to web content, (6) upload photos on photo sharing site, (7) upload video clip on a video sharing site, (8) sell products online, (9) write an online customer review (Universe: 12.5 mln.) Source: EMS Digital Life 2008, first results
  25. 25. Main Activity by Hour Heavy print readers* Heavy Internet users** Weekday Weekday 45% Using 40% Internet Watching TV 35% Watching TV Reading newspap.// 30% magazine Reading 25% newspap./ magazine 20% Using Internet 15% 10% 5% 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am (*): Those who read print for 9.5 or more hours, in a typical week (Universe: 2.2 mln.) (**): Those who use the Internet (excl. e-mail) for 14 or more hours, in a typical week (Universe: 5.2 mln.) Source: EMS Digital Life 2008, first results
  26. 26. This graph reveals the context of media consumption, in this example for listening to the radio, and see the next 3 slides for 3 other types of media. Source: EMS Digital Life 2008, first results
  27. 27. Reading print (as main activity) by Place Total Europe Weekday Weekend Day 100% Somewhere else Somewhere else At work 80% On travel 60% At home 40% At home 20% 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Source: EMS Digital Life 2008, first results
  28. 28. Watching TV (as main activity) by Place Total Europe Weekday Weekend Day 100% Somewhere At work else On travel 80% Somewhere else 60% At home 40% At home 20% 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Source: EMS Digital Life 2008, first results
  29. 29. Using Internet (as main activity) by Place Total Europe Weekday Weekend Day 100% Somewhere else At work k 80% On travel At work k 60% At home On travel 40% 20% At home 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Source: EMS Digital Life 2008, first results
  30. 30. Of course EMS Digital Life enables you to select your own target groups. For example, the next slide shows the consumption of News/Business content by the young and the old, compared to the total, as presented by the graph of this slide. Source: EMS Digital Life 2008, first results
  31. 31. Consumption of News/Business content by hour Age 55+ Age under 35 Weekday Weekday 25% Watching News/Bus. TV program 20% Watching News/Bus. News/Bus TV program 15% Visiting Visiting Reading News/Business Reading News/Business any daily 10% site any daily site newspaper newspaper 5% 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Source: EMS Digital Life 2008, first results
  32. 32. Another feature is analyzing your own audiences. This graph shows patterns of watching certain kind of TV programs for the total. The next slide shows the weekday pattern for Channel X viewers. Source: EMS Digital Life 2008, first results
  33. 33. TV programs watched by hour Base of Watched TV Channel X Total Europe Weekend day Weekend day in past 30 days 24% 22% 20% News/Business 18% News/Business 16% Documentary 14% /Factual Sports 12% Documentary /Factual 10% 8% Sports 6% 4% 2% 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Source: EMS Digital Life 2008, first results
  34. 34. Despite all innovations, we are stuck with only 24 hours in a day. We have to compromise and do things simultaneously. The following 2 slides show the levels of reading and watching TV, and those levels related to other activities. 5. Multitasking
  35. 35. Reading print & Simultaneous activities by Hour Total Europe Weekday Weekend Day 12% 10% 8% 6% Reading print & other Reading print & other activities activities 4% 2% Reading print “only” Reading print “only” 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Source: EMS Digital Life 2008, first results
  36. 36. Watching TV & Simultaneous activities by Hour Total Europe Weekday Weekend Day 60% 50% 40% Watching TV & other Watching TV & other 30% activities activities 20% 10% Watching TV “only” Watching TV “only” 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Source: EMS Digital Life 2008, first results
  37. 37. As a last example, this graph reveals that the very upscale Europeans are much less able to relax in the weekend, and do more so at the end of a weekday. Source: EMS Digital Life 2008, first results
  38. 38. Conclusion the devices are digital the media are digital life is digital g EMS Digital Life g delivers the insights
  39. 39. EMS Digital Life How Europe’s elite use media throughout the day in today’s digital world For F more information please contact nathalie.sodeike@synovate.com if ti l tt th li d ik @ t

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