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Hungary Launch PresentationSummary2012       @IABEurope #Mediascope       IAB Europe Research
Introduction • As part of its research remit, IAB Europe conducts Mediascope   Europe, widely recognised as the industry s...
Presentation agendaMain Findings   → The Media Evolution   → Internet everywhere by any means   → Media multi-tasking mean...
Background• Mediascope Europe is a comprehensive media consumption study  covering the diverse European market with over 5...
Coverage and Methodology•   Fieldwork took place in 28    markets in February 2012•   An Omnibus + Online                 ...
Mediascope Europe – Local Sponsors – Hungary                                               6
The Media evolution5.8mHungarians are online                                            Total adult Hungary population of ...
The Internet evolution                        68%             of all Hungarians are online                EU: 65%, WE:81%,...
The Hungary media consumption landscape                             Penetration                                           ...
The Hungary media consumption landscape                           Hours per week used                                     ...
Internet becomes ‘all consuming’ media device                           43%                                               ...
Internet becomes ‘all consuming’ media device                                                                             ...
Internet everywhere by any means    3.2%     of Hungarians use a     Tablet to go online                           Base : ...
Increasing choice of Internet access  Accessing the internet via the computer is the most popular   method – Used by 5.7 m...
The alternative ways of going online              0.97m Hungarians go online              using a mobile              0.28...
Media multi-tasking means more active consumers 49%                              of Hungarians are                        ...
Relationship between content consumption on TV and online                                               Among Hungarians w...
Brand relationships grow via digital touchpoints     46%             of Hungarian Internet users agree that the way       ...
Internet influence on purchase decisions for products                                                     40%             ...
The internet is an entertainer and enabler                                                          60%                   ...
Online is essential for entertainment    60%    of all Hungarians    are online during    the primetime    evening TV slot...
Connectivity via mobile phones increasing engagement          26%EU: 44%WE:47%NE:50%SE:46%CEE:40%          of Hungarians o...
Instant access to information at consumers fingertips                                          36%                        ...
Internet enriches consumer communication   99%   of Hungary Internet users   communicate through email                    ...
Communication with friends and family on Social media      92%      of all Hungarian Internet      users have used a      ...
Online plays a key function in the purchase funnel    €1,109 million    was spent online in Hungary    from September – Fe...
Purchasing online                       96%                       of all Hungarian Internet                       users re...
Products purchased             Most popular products purchased online              Books                                  ...
To summarise                                       Accessing the internet is no   The Internet is increasingly        long...
Relationship between content consumption on TV and online                                                Among Brits who w...
Accessing the data                                      Accessing the internet is no   The Internet is increasingly       ...
More Information          IAB Europe          mediascope@iabeurope.eu                                    32
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Mediascope 2012 hungary_summary launch presentation

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How did Hungarian use different mediums in 2012?

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Mediascope 2012 hungary_summary launch presentation

  1. 1. Hungary Launch PresentationSummary2012 @IABEurope #Mediascope IAB Europe Research
  2. 2. Introduction • As part of its research remit, IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape. • It is a unique example of cross industry collaboration, led by IAB Europe and supported by many leading media companies, local IABs and other trade associations. • Established in 2003, Mediascope Europe launched its 8th wave of research in 2012. • The following presentation provides an introduction to the study and a snapshot of the results from Hungary; a full presentation is available. 2
  3. 3. Presentation agendaMain Findings → The Media Evolution → Internet everywhere by any means → Media multi-tasking means more active consumers → Brand relationships grow via digital touchpoints → The Internet is an entertainer and enabler → Connectivity via mobile phones increasing engagement → Instant access to information at consumers fingertips → Internet enriches consumer communication → Online plays a key function in the purchase funnel 3
  4. 4. Background• Mediascope Europe is a comprehensive media consumption study covering the diverse European market with over 50,000 consumer interviews.• The broad aim of this study is to capture the different ways in which consumers are developing across Europe and assess their similarities and differences → Identify changing media consumption patterns → Evolution of media multi-tasking and emerging and evolving online media → Video consumption, social media and e-commerce 4
  5. 5. Coverage and Methodology• Fieldwork took place in 28 markets in February 2012• An Omnibus + Online Finland methodology was used across all Russia countries totalling nearly 50,000 Norway interviews Sweden Czech Republic• The application of quotas ensured that representative Denmark Poland samples were achieved in each Ukraine Ireland UK Market Germany Slovakia → quotas on age, gender, Netherlands Romania education and regional Hungary distribution were applied France Bulgaria → Omnibus research was Belgium Turkey conducted in Hungary by Italy IMAS International (500) Spain Slovenia Greece Questback/GMI (1,000) Portugal Switzerland Austria Croatia Serbia 5
  6. 6. Mediascope Europe – Local Sponsors – Hungary 6
  7. 7. The Media evolution5.8mHungarians are online Total adult Hungary population of 8.5 million Base : All Respondents (Omnibus) n=500 7
  8. 8. The Internet evolution 68% of all Hungarians are online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Hungarian Internet users spend on average 13.1hrs online per week EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Base : All Respondents (Omnibus) n=500, All internet users n=340 8
  9. 9. The Hungary media consumption landscape Penetration EU: 95%, TV 95% WE:94%, NE:95%, SE:97%, CEE:95% EU: 65%, Online 68% WE:81%, NE:87%, SE:61%, CEE:55% EU: 64%, Radio 76% WE:82%, NE:85%, SE:68%, CEE:48% EU: 62%, Newspapers 68% WE:70%, NE:82%, SE:59%, CEE:56% EU: 48%, Magazines 47% WE:63%, NE:62%, SE:43%, CEE:39% Base : All Respondents (Omnibus) n=500 9
  10. 10. The Hungary media consumption landscape Hours per week used EU: 16.8 TV 14.5hrs WE:16.0, NE:14.0, SE:16.7, CEE:17.7 EU: 14.8 Online 13.1hrs WE:14.0, NE:14.8, SE:13.8, CEE:16.1 EU: 12.7 Radio 14.4hrs WE:13.4, NE:13.5, SE:10.6, CEE:12.9 EU: 4.6 Newspapers 4.1hrs WE:4.8, NE:4.9, SE:4.2, CEE:4.6 EU: 4.0 Magazines 3.5hrs WE:4.0, NE:3.6, SE:3.5, CEE:4.2 Base : All TV Viewers (Omnibus) n=897, All Newspaper readers n=545, All Magazine readers n=341, All Radio listeners 635, All Internet users n=340 10
  11. 11. Internet becomes ‘all consuming’ media device 43% EU: 73% WE:67% NE:81% SE:65% CEE:81% of Hungarian Internet users watch TV online at least monthly 8% watch TV online at least daily A further 22% watch TV at least weekly Base : All Internet users (Online) n=996 11
  12. 12. Internet becomes ‘all consuming’ media device EU: 67% 30% of Internet users WE:61% listen to the radio NE:67% online at least SE:64% CEE:73% monthly 8% listen to the radio online at least daily A further 10% listen at least weekly 73% EU: 91% of Internet users WE:86% read news online at NE:94% SE:91% least monthly CEE:96% 36% read news online at least daily A further 21% read news at least weekly Base : All Internet users (Online) n=996 12
  13. 13. Internet everywhere by any means 3.2% of Hungarians use a Tablet to go online Base : All Respondents (Omnibus) n=500 13
  14. 14. Increasing choice of Internet access Accessing the internet via the computer is the most popular method – Used by 5.7 million Hungarians (68% - EU:64%) However 19% of all Internet users in Hungary (EU:37%) go online via more than one device Base : All Respondents (Omnibus) n=500, All internet users n=340 14
  15. 15. The alternative ways of going online 0.97m Hungarians go online using a mobile 0.28m Hungarians go online using a tablet 0.09m Hungarians go online using a games console Base : All Respondents (Omnibus) n=500, All mobile internet users n=57, All tablet internet users n=16, All games console users n=5 15
  16. 16. Media multi-tasking means more active consumers 49% of Hungarians are online whilst watching TV EU: 48% WE:58% NE:59% SE:39% CEE:44% Base : All TV Viewers (Online) n=897 16
  17. 17. Relationship between content consumption on TV and online Among Hungarians who watch TV and are online concurrently, 21% EU: 33% state the online activity is likely to be related to the TV programme they are watching Base : All respondents (Online) n=1,007, All who use both TV and internet at the same time n=667 17
  18. 18. Brand relationships grow via digital touchpoints 46% of Hungarian Internet users agree that the way a brand communicates online is important Base : All Internet users (Online) n=996 18
  19. 19. Internet influence on purchase decisions for products 40% of all Hungarian Internet users state the internet helps them choose better products /service EU: 51% WE:52% NE:46% SE:45% CEE:53% Base : All Internet users (Online) n=996 19
  20. 20. The internet is an entertainer and enabler 60% of Hungarians are online during the traditional primetime TV evening slot (EU:52%) Base : All respondents (Omnibus) n=500 20
  21. 21. Online is essential for entertainment 60% of all Hungarians are online during the primetime evening TV slot EU: 52% WE:67% NE:74% SE:46% CEE:42% 62% of all Hungarians are online during the weekend EU: 60% WE:76% NE:83% SE:53% CEE:51% Base : All respondents (Omnibus) n=500 21
  22. 22. Connectivity via mobile phones increasing engagement 26%EU: 44%WE:47%NE:50%SE:46%CEE:40% of Hungarians own a smartphone Base : All Respondents (Online) n=1,007 22
  23. 23. Instant access to information at consumers fingertips 36% of Hungarian Internet users visit news websites everyday Base : All Internet users (Online) n=996 23
  24. 24. Internet enriches consumer communication 99% of Hungary Internet users communicate through email Base : All internet users (Online) n=996 24
  25. 25. Communication with friends and family on Social media 92% of all Hungarian Internet users have used a personal or professional Social Media website EU: 81% WE:73%, NE:80%, SE:84%, CEE:87% Base : All internet users (Online) n=996 25
  26. 26. Online plays a key function in the purchase funnel €1,109 million was spent online in Hungary from September – February EU: €187,990m Base : All purchasing online in last 6 months (Online) n=781 26
  27. 27. Purchasing online 96% of all Hungarian Internet users research online for purchases EU: 96% WE:97%, NE:97%, SE:97%, CEE:93% 11% of all total shopping 84% made is conducted of all Hungarian online among Hungarian Internet users Internet users shop online EU: 19% EU: 87% WE:24%, NE:16%, SE:15%, CEE:16% WE:94%, NE:94%, SE:88%, CEE:80% %s Among Internet users Base : All internet users (Online) n=996 27
  28. 28. Products purchased Most popular products purchased online Books 45% EU: 43% Clothes and accessories 22% EU: 38% Travel tickets 23% EU: 34% Electrical goods 33% EU: 32% Holidays 24% EU: 28% Toiletries/ Cosmetics 11% EU: 26% Concert, theatre or festival tickets 17% EU: 25% Base : All internet users (Online) n=996 28
  29. 29. To summarise Accessing the internet is no The Internet is increasingly longer solely via traditional becoming the choice for computer with people consumption of other media – TV, accessing more and more radio, newspapers via mobiles, tablets and games consoles The Internet influences people’s perceptions of Increasingly people are watching TV brands and products, and using the internet at the same although this could be time, growing tablet ownership further maximised levels will only drive this media convergence higher 29
  30. 30. Relationship between content consumption on TV and online Among Brits who watch TV and are online concurrently, 28% EU: 33% state the online activity is likely to be related to the TV programme they are watching Base: All respondents (Online) n=1,070, All who use both TV and internet at the same time n=665 30
  31. 31. Accessing the data Accessing the internet is no The Internet is increasingly longer solely via traditional Subscribe and access becoming the choice for Executive Summary and Mediascope data! computer with people consumption of other media – TV, Data Presentations accessing more and more radio, newspapers via mobiles, tablets and games consoles The Internet influences people’s perceptions of Increasingly people are watching TV Data in planning tools – e.g. Find out and products, IAB brands more from and using the internet at theClear Choices and IMS same Europe or your local IAB although this could be time, growing tablet ownership Decisions further maximised levels will only drive this media convergence higher 31
  32. 32. More Information IAB Europe mediascope@iabeurope.eu 32

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