2. Presentation Agenda
1. Introduction
→ Background
→ Coverage and Methodology
2. Main Findings
2 Main 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
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
2
3. Background
• As part of their research remit, the IAB Europe conducts Mediascope Europe,
widely recognised as the industry standard consumer research study on the
widely recognised as the industry standard consumer research study on the
European media landscape
• The broad aim of this study is to capture the different ways in which
consumers are developing across Europe and assess their similarities and
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
Evolution of media multi‐tasking and emerging and evolving online media
→ Video consumption, social media and e‐commerce
3
4. Coverage and Methodology
• Fieldwork took place in 28
markets in February 2012
markets in February 2012
• An Omnibus + Online Finland
methodology was used across Norway Russia
all countries totalling nearly
all countries totalling nearly Sweden Czech
50,000 interviews Republic
• The application of quotas Denmark
Poland
ensured that representative
ensured that representative Ukraine
Ireland UK
samples were achieved in Germany Slovakia
each Market Netherlands Romania
→ quotas on age, gender,
t d Hungary
France
education and regional Bulgaria
distribution were Belgium Turkey
Italy
applied Spain Slovenia
Greece
Portugal
Switzerland Austria Croatia Serbia
4
6. The Internet evolution
68%
of all Spanish are
Increased 17%
since 2010
online
li
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
Spanish Internet users
Spanish Internet users
Increased 8%
spend on average
since 2010
14.1hrs online per
week
EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1
6
7. The Spanish media consumption landscape
Penetration
4% EU: 95%,
TV 97% Since 2010* WE:94%, NE:95%,
WE 94% NE 95%
SE:97%, CEE:95%
EU: 65%,
17%
Online 68% Since 2010*
WE:81%, NE:87%,
WE:81% NE:87%
SE:61%, CEE:55%
EU: 64%,
6%
Radio
R di 72% Since 2010*
WE:82%, NE:85%,
SE:68%, CEE:48%
EU: 62%,
5%
Newspapers 59% Since 2010*
WE:70%, NE:82%,
SE:59%, CEE:56%
EU: 48%,
EU: 48%,
18%
Magazines 27% Since 2010*
WE:63%, NE:62%,
SE:43%, CEE:39%
7
8. The Spanish media consumption landscape
Hours per week used
EU: 16.8
16%
TV 15.1hrs
15 1hrs Since 2010*
WE:16.0, NE:14.0,
WE:16 0 NE:14 0
SE:16.7, CEE:17.7
EU: 14.8
8%
Online 14.1hrs
14 1hrs Since 2010* WE:14.0, NE:14.8,
WE 14 0 NE 14 8
SE:13.8, CEE:16.1
EU: 12.7
Radio
R di 12.1hrs
12 1hrs 4%
Since 2010*
WE:13.4, NE:13.5,
SE:10.6, CEE:12.9
EU: 4.6
11%
Newspapers 4.1hrs
4 1h Since 2010*
WE:4.8, NE:4.9,
SE:4.2, CEE:4.6
EU: 4.0
EU: 4.0
No change
N h
Magazines 3.6hrs Since 2010*
WE:4.0, NE:3.6,
SE:3.5, CEE:4.2
8
9. Internet becomes ‘all consuming’ media device
68%
EU: 73%
WE:67%
NE:81%
SE:65%
CEE:81%
of Spanish Internet
of Spanish Internet
users watch TV
online
8% watch TV online at least daily
A further 21% watch TV at least weekly
9
10. Internet becomes ‘all consuming’ media device
EU: 67%
62% of Internet users
listen to the radio
online
10% listen to the radio online at least daily
WE:61%
WE:61%
NE:67%
SE:64%
CEE:73%
A further 16% listen at least weekly
A further 16% listen at least weekly
Based on monthly use, the proportion of
internet users listening to the radio online
is up 15% since 2010
88%
EU: 91%
of Internet users
of Internet users WE:86%
read news online NE:94%
SE:91%
36% read news online at least daily CEE:96%
A further 21% read news at least weekly
A further 21% read news at least weekly
10
13. The alternative ways of going online
8.5m Spanish go online using
a mobile
a mobile
→ 21% of Spanish (EU:21%)
→ Increase in usage from 7% to 21%
→ Spend on average 10 1 hours per
Spend on average 10.1 hours per
week (EU:9.4hrs)
→ 85% use their mobile to go online
during the day
2.2m Spanish go online
using a tablet
using a tablet
→ 5% of Spanish (EU:8%)
→ Spend on average 8 hours per week
(EU:9.3hrs)
(EU 9 3h )
→ 68% use their tablet to go online in
the evening
13
17. Relationship between content consumption on TV and online
2 hours per week across Spain
(EU:2.8hrs) is spent watching
TV and online at the same time
(13% (EU:16%) of all time Among Spanish who watch TV
spent watching TV) and are online concurrently,
17% EU: 33%
state the online activity is
likely to be related to the TV
p g
programme they are
y
watching
17
18. Relationship between content consumption on TV and online
Programme Genre likely to be watching
lk l b h ES EU
Entertainment 70% 63% WE:65%, NE:62%,
SE:71%, CEE:60%
News 50% 61% WE:52%, NE:47%,
5 %, %,
SE:56%, CEE:70%
Documentary 32% 35% WE:41%, NE:35%,
SE:33%, CEE:31%
Sport 27% 31% WE:32%, NE:27%,
WE 32% NE 27%
SE:28%, CEE:31%
Music 12% 27% WE:28%, NE:21%,
SE:23%, CEE:27%
Lifestyle 6% 18% WE:23%, NE:25%,
SE:13%, CEE:14%
Adverts/Advertising 15% 13% WE:15%, NE:16%,
SE:14%, CEE:10%
18
19. Multi tasking by Internet device
Internet users via a Tablet in Spain are most
likely to multi task compared to other users
likely to multi task compared to other users
of other internet devices
• Only 12% do not use any other device
whilst being online on a tablet (EU:15%)
whilst being online on a tablet (EU 15%)
• 42% watch TV whilst online on a tablet
(EU:67%)
Internet users via a Game console in Spain
are least likely to multi task compared to
are least likely to multi task compared to
other users of other internet devices
• 45% do not use any other device whilst
being online on a games console (EU:34%)
being online on a games console (EU:34%)
19
21. Internet influence on brand choice and purchase decision
of all Spanish of all Spanish
35% Internet users
Internet users
are inclined to
find out more about products they
41% Internet users
Internet users
often visit the
websites of my favourite brands
see advertised online
see advertised online
EU: 47% WE:35% NE:34% SE:45% CEE:59% EU: 46% WE:42% NE:34% SE:48% CEE:49%
of all Spanish of all Spanish
26% Internet users
are more likely to
buy a product of a brand that they
36% Internet users
state the way a
brand communicates online is
follow on a social networking site important in influencing my
p
opinion of that brand
EU: 30% WE:19% NE:18% SE:29% CEE:42% EU: 41% WE:31% NE:26% SE:41% CEE:51%
21
24. Consumers connecting via multiple touch‐points
Among all Spanish
Smart phone users:
→ 67% are interested in location‐based
vouchers (EU:48%)
→ 39%
39% are interested in downloading a
i di d l di
mobile phone app (EU:41%)
→ 28% are interested in QR codes (EU:32%)
Among all Spanish
Internet users:
→ 35% are interested in connecting via social
networks (EU:38%)
→ 26% are interested in viewing video content as
part of advertising campaigns (EU:30%)
→ 18% are interested in uploading video/ images
/
to a brand’s website advertising (EU:24%)
24
25. Benefits users get via digital
EU: 81% EU: 44% EU: 43%
76% 36% 41%
WE:83% WE:51% WE:54%
NE:85% NE:62% NE:61%
SE:79%
SE 79% SE:35%
SE 35% SE:44%
SE 44%
CEE:80% CEE:40% CEE:32%
of all Spanish of all Spanish of all Spanish Internet
Internet users state Internet users state users state the
the internet helps the internet helps internet helps them
them manage their them manage book holidays or
lifestyle
y finances make travel
arrangement
3% 13%
Since 2010 Since 2010
61% of all Spanish Internet users state the internet
helps them keep in touch with friends or relatives
EU: 63% WE:62% NE:66% SE:61% CEE:64%
25
27. Online is essential for entertainment
53%
of all Spanish are
f ll S ih
online during the
primetime
evening TV slot
l
EU: 52% WE:67% NE:74%
SE:46% CEE:42%
60%
60%
of all Spanish are
of all Spanish are
online during the
weekend
EU: 60% WE:76% NE:83%
60% 6% 83%
SE:53% CEE:51%
27
28. Online is essential for entertainment
Entertainment Activities Ever Carried Out ES EU
WE:77%, NE:86%,
Watch video clips 79% 81% SE:83%, CEE:83%
, ,
WE:61%, NE:67%,
Listening to radio
Listening to radio 62% 15%
Since 2010 67% SE:64%, CEE:73%
Listening to music online 63% 66% WE:52%, NE:65%,
SE:66%, CEE:77%
Watch a film
Watch a film 63% 66% WE:52%, NE:60%,
SE:63%, CEE:80%
Watch online TV 56% 60% WE:51%, NE:69%,
SE:54%, CEE:68%
WE:49%, NE:59%,
Watch live events
ac ee e s 61% 59% SE:62%, CEE:67%
SE:62% CEE:67%
WE:47%, NE:47%,
Music downloads 50% 57% SE:52%, CEE:69%
WE:43%, NE:45%,
Online gaming
g g 54% 38%
Since 2010
55% SE:55%, CEE:66%
SE:55% CEE:66%
Use catch up or on demand TV 51% 93%
Since 2010*
54% WE:55%, NE:63%,
SE:40%, CEE:57%
Download video clips
p 52% 52% WE:39%, NE:49%,
SE:54%, CEE:62%
SE:54% CEE:62%
Download a film 61% 51% WE:36%, NE:39%,
SE:56%, CEE:63%
Download a TV programme 48% 46% WE:38%, NE:45%,
SE:44%, CEE:53%
Podcasting 45% 43% WE:37%, NE:42%,
SE:45%, CEE:49%
Uplift based on monthly
usage levels
28
30. Activities carried out on mobile phones
Activities carried out on weekly basis
Communication ES EU
Send and receive emails
Send and receive emails 33% 37%
Use a personal social network 23% 29%
Use a professional social network 11% 13%
Entertainment/Info
Access internet sites through a browser 24% 33%
Download or listen to music 23% 28%
Use a mobile phone search engine 17% 27%
Download or use an app 20% 23%
Download or play games
Download or play games 16% 19%
Watch film, TV or video clips 11% 16%
Download film, TV or video clips 10% 16%
E‐Commerce
EC
See advertising on an internet site/ app 10% 17%
Shop online via web browser 9% 11%
Shop online via an app 7% 9%
30
32. Websites visited
Top Websites used at least Daily Top Websites used at least Monthly
ES EU ES EU
Social media 40% 43% News 71% 78%
News 36% 40% Social media 72% 70%
Video
Vid 14% 18% Video
Vid 66% 67%
Banking and Finance 15% 16% Banking and Finance 62% 66%
Hobby 11% 15% Maps 60% 61%
Sports 13% 12% Local information 56% 60%
Forums 9% 11% Hobby 44% 58%
Jobs 14% 11% Films 47% 52%
Music 7% 10% Music 43% 52%
Local information 10% 9% Price Comparison Sites 36% 49%
32
33. Websites visited more often
Uplift in Monthly use of
websites since 2010
Personal Care 35%
Banking & Finance 129%
Property 50%
Games 7%
Mobile Phones 50%
33
35. Communicating online
Top activities ever
T ti iti Top activities carried out T
T ti iti i d t Top activities carried out
ti iti i d t
carried out at least Daily at least Monthly
EU: 95% EU: 74% EU: 93%
8%
Email 96% WE:97%, NE:97%,
SE:97%, CEE:93%
80% WE:77%, NE:68%,
WE:77% NE:68%
SE:73%, CEE:72%
93% WE:94%, NE:93%,
SE:93%, CEE:91% Since 2010
EU: 73% EU: 24% EU: 54%
Instant message 78% WE:63%, NE:65%,
SE:79%, CEE:79%
SE:79%, CEE:79%
32% WE:18%, NE:17%, 63% WE:43%, NE:41%,
SE:62%, CEE:62%
,
2%
Since 2010
SE:30%, CEE:28%
SE:30% CEE:28%
EU: 62% EU: 9% EU: 38%
21%
Contribute to forums 59% WE:54%, NE:55%,
SE:65%, CEE:69%
6% WE:7%, NE:4%,
SE:8%, CEE:12%
35% WE:32%, NE:27%,
SE:40%, CEE:44% Since 2010
EU: 56% EU: 8% EU: 32%
33%
Blogging 59% WE:43%, NE:49%,
SE:63%, CEE:65%
7% WE:5%, NE:8%,
SE:10%, CEE:9%
36% WE:25%, NE:28%,
SE:41%, CEE:34% Since 2010
35
36. Communication with friends and family on Social media
84%
of all Spanish Internet
f ll S ih
users have used a
personal or professional
Social Media website
S i l M di b it
EU: 81%
WE:73%, NE:80%, SE:84%, CEE:87%
36
37. Communication with friends and family on Social media
Top activities carried out at Top activities carried out at least
least Daily Monthly
Read emails I had received 70% Read emails I had received 87%
EU: 77% EU: 91%
Read updates/ messages 43% Read updates/ messages 81%
EU: 42% EU: 80%
Contacted someone specific
11% Contacted someone specific
49%
EU: 22% EU: 63%
Posted an update
Posted an update
14% Posted an update
Posted an update
57%
EU: 17%
EU 17% EU: 53%
EU 53%
Played games
12% 50%
Commented on photos/ videos EU: 49%
EU: 17%
10%
Commented on photos/ videos EU: 10% Uploaded photos/ videos
44%
EU: 49%
Updated my profile
7% Played games
41%
EU: 8% EU: 48%
Uploaded photos/ videos
5% Updated my profile
45%
EU: 6% EU: 43%
%s Among Social Media users
37
38. Communications with brands on Social media
Top activities carried out at least Top activities ever carried out
Monthly
‘Liked’/ became a fan of a brand 41% ‘Liked’/ became a fan of a brand 66%
EU: 42% EU: 67%
Unfriended brand 16% Complained directly to a company 51%
EU: 20% EU: 52%
Complained about a brand/product 27% Complained about a brand/product 58%
EU: 20% EU: 50%
Complained directly to a company 17%
EU: 19% Unfriended brand 47%
EU: 47%
Created group for favourite
Created group for favourite 12% Created group for favourite
Created group for favourite 30%
brand/product EU: 16% brand/product EU: 32%
Created group to boycott 12% Created group to boycott 26%
brand/product
/p EU: 11% brand/product
/p EU: 27%
%s Among Social Media users
38
40. Purchasing online
97%
of all Spanish Internet
users research online for
purchases
EU: 96%
WE:97%, NE:97%, SE:97%, CEE:93%
14%
of all total shopping
pp g 89%
made is conducted of all Spanish
online among Spanish Internet users
Internet users
Internet users shop online
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
40
41. Spend online
€11,438
,
million
spent online in Spain
across a 6 month period
EU: €187,990m
9
is the average number of
g
purchases made per
€500
is the average amount spent per
person in Spain across a
person in Spain across a 6
6 month period
6 month period
EU: 13 month period
EU: €544
%s Among Internet users/P6M purchasers
41
42. Products purchased
Most popular products purchased online
Books 25% EU: 43%
Clothes and accessories 28% EU: 38%
Travel tickets
T l ti k t 46% EU: 34%
Electrical goods 22% EU: 32%
Holidays 36% EU: 28%
Toiletries/ Cosmetics 17% EU: 26%
Concert, theatre or festival tickets 27% EU: 25%
42
43. Conversion rates
Products with highest conversion
CDs 62% EU: 88%
DVDs 73% EU: 88%
Travel tickets 92% EU: 85%
Toys 59% EU: 83%
EU: 83%
Books 58% EU: 81%
Clothes and accessories 68% EU: 78%
Concert, theatre or festival tickets
Concert theatre or festival tickets 93% EU: 76%
EU 76%
Toiletries/ Cosmetics 71% EU: 74%
Electrical goods 63% EU: 70%
Cinema tickets 84% EU: 70%
Blu‐ray discs 67% EU: 67%
Car hire 92% EU: 64%
Sports equipment 50% EU: 63%
Food/grocery shopping 67% EU: 63%
43
44. To summarise
Accessing the internet is no
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,
consumption of other media – TV accessing more and more
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,
p and using the internet at the same
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
convergence higher
44
45. THANKS
IAB Europe
mediascope@iabeurope.eu
mediascope@iabeurope eu
45
