Mobile internet advertising spend during 2010 – when advertising revenues generally fell - was worth €710
million, more than double its 2009 total of €279 million (Source: IHS Screen Digest 2011).
This report covering 19 European countries presents detailed research findings behind these figures. It
springs from IAB Europe’s mission to prove the value of the market through research and education.
Mobile advertising wins out on many levels: it enables business to connect with consumers personally and
immediately. The odds on their product message getting through to the right person are dramatically
reduced. The recipient can respond equally effectively and speedily. What’s more the advertiser can track
every step of the process and match it to sales outcomes. This not only makes targeting advertising spend
easier, but also much more accurately and cheaply than tracking traditional methods of advertising.
If you are thinking of diverting precious advertising budget to mobile, this definitive report has the
information you need.
UK Business Elite Research 2012 & C-Suite on LinkedInNadia James
Educated global digital marketing team of Fortune 500 client on research taken from BE:Europe Business Elite study and data on C-Suite behaviour on LinkedIn.
Positioning WiMAX As The Personal Broadband TechnologyGreen Packet
More and more users want a broadband connection that is exclusive, follows them around and is available 24/7. Welcome to the concept of personal broadband. To realize this concept the chosen broadband network has to be able to deliver users’ expectations. Meanwhile, appropriate user devices must be employed. This paper presents WiMAX as the best technology to fulfill personal broadband and imparts what users expect from their personal broadband device.
The IDATE DigiWorld Yearbook has become an essential tool for digital professionals, providing a compact and accessible review of the main events of the past year, the latest data on the markets and market players, and the major trends on the world stage.
UK Business Elite Research 2012 & C-Suite on LinkedInNadia James
Educated global digital marketing team of Fortune 500 client on research taken from BE:Europe Business Elite study and data on C-Suite behaviour on LinkedIn.
Positioning WiMAX As The Personal Broadband TechnologyGreen Packet
More and more users want a broadband connection that is exclusive, follows them around and is available 24/7. Welcome to the concept of personal broadband. To realize this concept the chosen broadband network has to be able to deliver users’ expectations. Meanwhile, appropriate user devices must be employed. This paper presents WiMAX as the best technology to fulfill personal broadband and imparts what users expect from their personal broadband device.
The IDATE DigiWorld Yearbook has become an essential tool for digital professionals, providing a compact and accessible review of the main events of the past year, the latest data on the markets and market players, and the major trends on the world stage.
'Measuring the French mobile internet audience' - Médiamétrie (Mobile Researc...QuestBack AG
All French mobile customers were measured as part of this ambitious collaborative project to build a coherent picture of mobile internet use across Europe. Now for the first time in France advertisers can see real, aggregated mobile audience data offering the insight they need for better planning of marketing campaigns, and, in return, inevitably accelerate sales of mobile advertising inventory. Médiamétrie will explain how they carried out this extensive study of French mobile users and what this means for mobile research as a methodology, as well as mobile advertising.
Turkey'internet users got a great growth since 2005, increasing from 15% of penetration rate to 45%. With a total amount of 35M users, it is the 4th largest country... Anyway it is still in a early stage.
This presentation shows a summarization of the development stage of Internet in Turkey, giving a preview of actual trends in usage and demographics.
Ericsson Mobility Report - June 2015 - Europe appendixEricsson
Ericsson Mobility Report is one of the leading analyses of data traffic available, providing in-depth measurements from the world’s largest selection of live networks spread all around the globe.
The report uses those measurements and analysis, together with internal forecasts and other relevant studies, to provide insights into current traffic and market trends in today’s Networked Society.
The June 2015 report looks at global subscription growth and how the pattern is set to continue to 2020.
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...Ericsson Latin America
Communication is a quintessential need. We meet it by being accessible to our friends, family and extended community in person and more often nowadays, online. Being able to make decisions on-the-go using relevant content that is accessible anytime, anywhere has assumed paramount importance among consumers. This Ericsson ConsumerLab Latin America study highlights the connectivity expectations of consumers as they go about their lives.
Netpop | Pocket: Growing The Mobile Marketplace PreviewNetpop Research
Summary of Netpop Research's 2009 Growing the Mobile Marketplace report. For more information about the full report, go to http://netpopresearch.com/node/26589
Overview of the latest developments in the mobile industry. Early facts on usage of newspapers on iPads. List of questions newsmedia publishers need to answer.
Wi-Fi for a Connected World Towards Next Generation NetworksGreen Packet
Wi-Fi has established itself as one of the most popular and widespread technology today reaching millions of homes, schools, enterprises and hotspot locations worldwide. Communication has become an essential part of our lives. The ever-growing Wi-Fi networks combined with integrated Wi-Fi chipsets into thousands of devices has matured and ensured that hundreds of millions of users worldwide now make regular use of Wi-Fi to access the Internet.
The following white paper, discusses the Wi-Fi effects of connectedness shifting from people to people into the connecting a billion of devices. Today’s network consists of multiple access network technologies playing a different role in different contexts. In the race to smart next generation networks, secondary markets in embedded mobile is beginning to garner attention with greater ambitions into tertiary markets of cloud-based solutions, where anything and almost everything will be connected, regardless of geographical boundaries with the ultimate aim of cost effective development and implementation.
GWC Insights - 10 Drivers of the Chinese Mobile Internet in 2010Great Wall Club
There are more mobile Internet users in China than in any other country, accounting for more than one sixth of the world’s users. The resulting explosion in mobile-data growth is forcing carriers and equipment providers to adapt, and will provide huge potential for China’s vibrant mobile value-added services for 2011. Especially for small and medium enterprises in the country, the Internet in 2010 was mobile.
The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
For more information visit: http://exposure2010.orangeadvertisingnetwork.co.uk/
'Measuring the French mobile internet audience' - Médiamétrie (Mobile Researc...QuestBack AG
All French mobile customers were measured as part of this ambitious collaborative project to build a coherent picture of mobile internet use across Europe. Now for the first time in France advertisers can see real, aggregated mobile audience data offering the insight they need for better planning of marketing campaigns, and, in return, inevitably accelerate sales of mobile advertising inventory. Médiamétrie will explain how they carried out this extensive study of French mobile users and what this means for mobile research as a methodology, as well as mobile advertising.
Turkey'internet users got a great growth since 2005, increasing from 15% of penetration rate to 45%. With a total amount of 35M users, it is the 4th largest country... Anyway it is still in a early stage.
This presentation shows a summarization of the development stage of Internet in Turkey, giving a preview of actual trends in usage and demographics.
Ericsson Mobility Report - June 2015 - Europe appendixEricsson
Ericsson Mobility Report is one of the leading analyses of data traffic available, providing in-depth measurements from the world’s largest selection of live networks spread all around the globe.
The report uses those measurements and analysis, together with internal forecasts and other relevant studies, to provide insights into current traffic and market trends in today’s Networked Society.
The June 2015 report looks at global subscription growth and how the pattern is set to continue to 2020.
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...Ericsson Latin America
Communication is a quintessential need. We meet it by being accessible to our friends, family and extended community in person and more often nowadays, online. Being able to make decisions on-the-go using relevant content that is accessible anytime, anywhere has assumed paramount importance among consumers. This Ericsson ConsumerLab Latin America study highlights the connectivity expectations of consumers as they go about their lives.
Netpop | Pocket: Growing The Mobile Marketplace PreviewNetpop Research
Summary of Netpop Research's 2009 Growing the Mobile Marketplace report. For more information about the full report, go to http://netpopresearch.com/node/26589
Overview of the latest developments in the mobile industry. Early facts on usage of newspapers on iPads. List of questions newsmedia publishers need to answer.
Wi-Fi for a Connected World Towards Next Generation NetworksGreen Packet
Wi-Fi has established itself as one of the most popular and widespread technology today reaching millions of homes, schools, enterprises and hotspot locations worldwide. Communication has become an essential part of our lives. The ever-growing Wi-Fi networks combined with integrated Wi-Fi chipsets into thousands of devices has matured and ensured that hundreds of millions of users worldwide now make regular use of Wi-Fi to access the Internet.
The following white paper, discusses the Wi-Fi effects of connectedness shifting from people to people into the connecting a billion of devices. Today’s network consists of multiple access network technologies playing a different role in different contexts. In the race to smart next generation networks, secondary markets in embedded mobile is beginning to garner attention with greater ambitions into tertiary markets of cloud-based solutions, where anything and almost everything will be connected, regardless of geographical boundaries with the ultimate aim of cost effective development and implementation.
GWC Insights - 10 Drivers of the Chinese Mobile Internet in 2010Great Wall Club
There are more mobile Internet users in China than in any other country, accounting for more than one sixth of the world’s users. The resulting explosion in mobile-data growth is forcing carriers and equipment providers to adapt, and will provide huge potential for China’s vibrant mobile value-added services for 2011. Especially for small and medium enterprises in the country, the Internet in 2010 was mobile.
The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
For more information visit: http://exposure2010.orangeadvertisingnetwork.co.uk/
Discover our New Belgian Edition (v2) of our Guide to Convergent Out-of-Home.
Enjoy and don't hesitate to share it!
For further information, don't hesitate to contact valerie.decoster@posterscope.com
Ericsson Mobility Report, November 2015 - Regional report EuropeEricsson
The November 2015 edition of the Mobility Report provides updated trends and forecasts for mobile data traffic. From the addition of 87 million new mobile broadband subscriptions in Q3 2015 to the estimate that video will account for 70 percent of total mobile traffic by 2021.
Wave 2 - Mobility | UM | Social Media TrackerUM Wave
Wave 2 - Mobility showed how social media moved from being a text-based medium of bloggers and posters to a fully audio visual one full of content creators and sharers.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
This Internet Marketing Trends Report is a brief summary of the current online marketing stats and patterns in the UK and Europe, as well predictions for the next few years. Specifically, the report covers Internet usage and penetration, advertising spending, Internet marketing, social media trends and activities and the expansion of mobile marketing.
Connected Devices are Mobilising a New Revolution in Digital ConsumptionConnected-Blog
Keynote from M-Days 2012
How Connected Devices are Mobilising a New
Revolution in Digital Consumption - Insights into Europe’s Connected Consumer
by Jeremy Copp, Vice President Mobile Europe
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/
The rapid rise of portable technology has forever changed the world we live in. The mobile phone is the world’s largest Internet, computing and communications platform with 2.3bn users; Laptops have overtaken desktops as the PC of choice; the iPod has sold 100m units and a whole wealth of mobile media technologies such as portable
video players are on the cusp of going mass market.
The emergence of these portable platforms has happened in tandem with the massive growth in social media, creating a proliferation of content such as video clips, digital photos, games, podcasts and
vodcasts that can be downloaded or transferred to portable devices and consumed in an out-of-home environment.
Microsoft study of the European trends of Internet usage and what this means for the future of the Internet and other media.
Extract:
Since 2004, broadband connections across Europe have grown by almost 95%, from 44 million households in 2005 to over 85 million1. In fact, broadband Internet connections in Europe today outstrip those in the US, representing 83% of all Internet connections, compared to 70% in America1. The explosion in broadband uptake combined with the relentless pace of technological innovation is driving a major change in consumer behaviour and is transforming our traditional media landscape. In this report, Microsoft analyses the differences in broadband penetration levels across Europe, examines the causes fuelling the growth of Internet adoption, assesses the impact of consumers’ evolving online behavior, and predicts the online trends of the future.
Similar to Mobile consumer insights IAB Europe (20)
Le marché digital a connu une croissance de 3% en 2013, en léger tassement par rapport au premier semestre, sous l’effet d’une concurrence accrue entre médias
Mediametrie - L'audience vidéo sur internet en novembre 2013Ad6 Media
En novembre 2013, on comptait 35,4 millions de vidéonautes uniques. Ils ont regardé près de 2,4 milliards de vidéos sur Internet. En moyenne, chaque vidéonaute a ainsi regardé 69 vidéos au cours du mois.
La présence d’enfants dans le foyer stimule la pratique de la vidéo. En effet, les individus appartenant à un foyer composé d’au moins un enfant regardent 82 vidéos par personne. Ils visionnent ainsi 58,7 % des vidéos vues totales. Lorsqu’il n’y a pas d’enfant dans le foyer, les personnes regardent quant à elles en moyenne 57 vidéos par personne.
Mediametrie - L’audience de l’internet en France en septembre 2013Ad6 Media
secteur de l’automobile incitent les internautes à consulter massivement les sites des différents constructeurs. Ainsi, cette sous-catégorie affiche la meilleure progression entre août et septembre 2013 et compte plus de 7,3 millions d’internautes contre 4,4 un mois plus tôt. Parmi les constructeurs, Renault se place en tête du classement en septembre avec une audience supérieure à 1,8 million de visiteurs uniques, suivi par les sites des marques Peugeot et Citroën.
Mediametrie/Netratings - L'audience de l'internet en France en août 2013Ad6 Media
La mesure hybride fête son premier anniversaire
Levallois, le 2 octobre 2013 Source : Médiamétrie//NetRatings – Tous lieux de connexion Web + PC– Applications Internet incluses – France – Août 2013 – Copyright Médiamétrie – Tous droits réservés
1
Il y a un an, la mesure d'audience des sites Internet devenait hybride. Unique et innovante, la méthodologie hybride consiste à enrichir les données du panel Médiamétrie//NetRatings par des données site-centric, apportant ainsi davantage de précision et de représentativité à l’audience du web.
Les résultats site-centric utilisés par Médiamétrie//NetRatings sont issus de plusieurs sources : celles certifiées par l’OJD, la mesure site-centric de Médiamétrie (eStat) et le tag light proposé aux acteurs ne disposant pas d’une mesure site-centric labellisée.
En août 2013, on compte 119 brands « TS OJD », dont le périmètre est intégralement taggé et certifié par l’OJD, soit 14 de plus en un an. Quant aux brands « TS », dont le périmètre est entièrement taggé, elles sont également plus nombreuses : 91 en août 2013, soit 10 de plus par rapport à août 2012.
ZenithOptimedia - Résumé analytique Adspend Forecasts Juin 2013Ad6 Media
ZenithOptimedia prévoit que les investissements publicitaires mondiaux progresseront de 3,5% en 2013, pour atteindre 505 milliards de dollars US d'ici la fin de l'année. Il s'agit d'une révision à la baisse des 3,9% que nous annoncions au premier trimestre. Nos prévisions concernant la reprise en 2014 et en 2015 sont, elles, plus optimistes, relevées de 0,1 et 0,2 points respectivement.
Croissance des investissements publicitaires et du PNB 2012-2015 (%)
Source: ZenithOptimedia/FMI
Comme c'est le cas depuis le début de la récession en 2007, cette croissance sera emmenée par les marchés émergents*, dont nous prévoyons qu'ils connaîtront une croissance moyenne de 8,6% par an entre 2012 et 2015, tandis que les marchés développés ne progresseront que de 2,8% en moyenne.
Nous avançons deux raisons pour notre révision à la baisse de notre prévision pour 2013 : la poursuite de la récession au sein de la zone euro et les inquiétudes quant à la sécurité nationale en Corée du Sud.
La reprise économique que les économistes espéraient pour la zone euro au cours du second semestre de 2013 semble désormais reportée à la fin de l'année, l'impasse politique dans laquelle s'est trouvée l'Italie et le sauvetage très critiqué de Chypre ayant mis en lumière les faiblesses institutionnelles de la zone. Nous prévoyons désormais un recul de 3,9 % des investissements publicitaires dans la zone euro en 2013, plus important que la prévision de -1,6 % que nous annoncions en avril, mais toujours meilleure que le recul de 5,2 % des investissements publicitaires qu'a connue la zone euro en 2012. Si ce consensus parmi les économistes se vérifie et que l'économie entame sa reprise en fin d'année 2013 ou en début d'année 2014, nous prévoyons que les investissements publicitaires se stabiliseront en 2014 –avec 0,8 % de croissance- avant d'entamer une lente reprise en 2015, avec 1,8 % de croissance.
IAB France - Décrypter les Ad Exchanges, premiers retours d'expérienceAd6 Media
Un nouveau mode d’achat en temps réel des espaces pub online
•Passer d’un achat d’impression à un achat d’audience
–Pas d’engagement (droit de refus d’une impression)
–Optimisation en temps réel
•Permettre une meilleure valorisation des espaces
–bon contact, au bon moment, au bon prix
–Pour les annonceurs : capter des audiences en dehors de son territoire de communication habituelle
–Pour les sites : proposer des espaces à des annonceurs hors captif
•Une gestion automatisée mais nécessitant paramétrages et optimisation
Obervatoire de l'e-pub - Projections 2013 - SRIAd6 Media
Pour donner un nouvel éclairage au marché français de la publicité digitale, nous avons apporté deux évolutions majeures au cadre d’analyse :
Le découpage du marché est désormais structuré autour de trois logiques
Par modes de vente
Par devices
Par formats
Des éléments de mise en perspective internationale sont apportés pour éclairer les tendances identifiées, sur la base des études que PwC mène au sein des autres pays de référence
Les tendances clés
Le marché digital maintient sa croissance dans un contexte média général tendu. Le digital est impacté par la tendance déflationniste observée sur les autres médias
La part du digital dans les dépenses média sur le marché français reste significativement moins élevée que dans les autres pays de référence
Les ad exchanges explosent. Ce mouvement reconfigure le marché. Ils s’ouvrent rapidement à la vidéo et aux inventaires premium
Le dynamisme de la vidéo et l’innovation dans les opérations spéciales permettent aux sites de marques de dynamiser leurs inventaires. Les CPM se revalorisent pour les inventaires premium
La recherche de performance reste importante chez les annonceurs. Le search consolide sa place dans le mix digital
Le mobile connaît une forte croissance au premier semestre mais reste largement sous-investi en comparaison aux marchés étrangers
Section 1 – Quelle évolution du marché digital ?
Baromètre Affiliation Bilan 2012 - 7eme édition - CPAAd6 Media
L’année 2012 a été marquée par une consolidation de la croissance du marché français du digital (croissance des investissements : + 5%). Les budgets investis en affiliation restent dans la moyenne du marché (+ 5%). Les tendances observées au premier semestre 2012 se confirment sur l’année :
-Une contraction du nombre de programmes et campagnes liée à une plus grande exigence des plateformes dans le choix de leurs annonceurs afin de préserver leur rentabilité et de couvrir les frais engagés pour leurs annonceurs.
-Une baisse du nombre de clics liée à une prise de risque plus modérée des annonceurs qui se déporte sur le lead, les plateformes étant les seules à s’engager sur de la performance pure.
-Le développement du lead (acquisition client) reste un des moteurs de cette croissance (+11%) : les annonceurs et leur partenaire plateforme développant des opérations privilégiant les approches moyen et long termes pour recruter les bases clients de plus grande qualité (customer life time value).
-L’augmentation des ventes (+3%) et des leads (+11%) associée à la baisse des clics traduit enfin une meilleure qualité du réseau affiliés.
Marché de l’affiliation
Fevad - Vente à distance et e-commerce aux particuliersAd6 Media
Etude de la Fevad sur les chiffres clés de la vente à distance et du e-commerce aux particuliers (2012)
- LE MARCHÉ E-COMMERCE ET VENTE À DISTANCE
- VENTE À DISTANCE DE PRODUITS
- LES ACHETEURS EN LIGNE
- POIDS DES VENTES SUR INTERNET SELON LES SECTEURS
- LES RÉSEAUX SOCIAUX S’IMMISCENT DANS LES STRATÉGIES RELATION CLIENT
- NOMBRE DE SITES MARCHANDS ACTIFS EN FRANCE
- L’ACHAT EN LIGNE EN EUROPE
- ENVIRON 800 SITES ENREGISTRENT PLUS DE 10 000 TRANSACTIONS PAR MOIS
- TOP 15 DES SITES « e-commerce » LES PLUS VISITÉS EN FRANCE
- LE MONTANT DES VENTES EN LIGNE EN EUROPE EN 2011
- LES PRODUITS/SERVICES ACHETÉS EN LIGNE
- TAUX D’ACHETEURS PAR CIBLE PARMI LA POPULATION INTERNAUTE
- LES PRINCIPAUX SERVICES DE PAIEMENT UTILISÉS
- MODES DE LIVRAISON CHOISIS PAR LES ACHETEURS
- M-COMMERCE
- VENTE ENTRE INTERNAUTES
- DÉPENSE MOYENNE D’UN ACHETEUR
- PROGRESSION DU CHIFFRE D’AFFAIRES E-COMMERCE DES ACTEURS SPÉCIALISÉS
- LES CANAUX LES PLUS UTILISÉS POUR PASSER COMMANDE
- LES COMPORTEMENT AVANT UN ACHAT EN B2B
- LES CRITÈRES DE CHOIX DU SITE
- E-COMMERCE B TO B EN EUROPE
www.fevad.com
Médiamétrie - Durée d'écoute de la télévision et part d'audience des chaînes ...Ad6 Media
1- CARACTERISTIQUES DU MEDIAMATLe Médiamat est la mesure de référence de l’audience de la télévision en France. Au18mars2013,lepanelMédiamatétaitcomposéde11585individusâgésde4ansetplusvivantdans4973foyerséquipésd’unaudimètreàbouton-poussoir.CepanelestreprésentatifdesindividusrésidantenFrancemétropolitaineetpossédantlatélévisiondansleurrésidenceprincipale.Lesrésultatsd’audiencedeschaînescomprennentlesmodesderéceptiondelatélévisionparlepublicenhertziennumérique(TNT),parcâbleanalogiqueetnumérique, ainsi que par satellite et ADSL.
2- CARACTERISTIQUES DE CALCUL ET INDICATEURS D’AUDIENCEAudienceveille:programmesdiffusésetregardéslaveille(entre3het3h),endirectouviaunenregistrementpersonnelouenlégerdifféré("time-shifting") rendu possible par les équipements numériques.Duréed’écouteparindividu(DEI)enminutes:moyennedutempspasséàl’écoutedesprogrammesdiffusésparleschaînesdetélévisionparl’ensemble des individus composant la population étudiée.Part d’audience (PDA) en pourcentage : part que représente la durée d’écoute d’une chaîne dans la durée d’écoute totale du média télévision.Pour Canal +, les résultats sont calculés sur toute la période de diffusion, que celle-ci soit en clair ou cryptée.
eStat Mediametrie - La fréquentation des sites Internet (06.03.13)Ad6 Media
Médiamétrie-eStat publie ce mois-ci un focus sur les navigateurs utilisés pour consulter les sites Internet ainsi que les résultats du classement CybereStat de 10 groupes et 29 sites.
Référence des Equipements Multimédias - GfK/Médiamétrie - 4 ème trimestre 2012Ad6 Media
La Référence des Équipements Multimédias, produit de l’expertise conjointe de GfK et Médiamétrie, dont le terrain est réalisé par ISL, constitue l’unique étude proposant une vision globale et évolutive du parc média et multimédia des foyers (équipements audiovisuels, téléphoniques, micro-informatiques) et de l'accès Internet. Réalisée auprès de 22 000 foyers représentatifs de la population française, cette enquête trimestrielle constitue la mesure de référence des équipements médias et multimédias des Français. Quant à la sélection d’équipements à utilisation individuelle, GfK et Médiamétrie mettent également à disposition des résultats en termes d’individus utilisateurs.
Médiamétrie - La fréquentation des sites Internet en janvier 2013Ad6 Media
Médiamétrie-eStat publie ce mois-ci un focus sur les navigateurs utilisés pour consulter les sites Internet ainsi que les résultats du classement CybereStat de 10 groupes et 29 sites.
Ce mois-ci les sites France Bleu (Groupe Radio France) et Gentside viennent enrichir la publication.
Kantar Media Ad Intelligence- Annee de pub 2012Ad6 Media
Le Pôle Publicité de KANTAR MEDIA Ad intelligence recense et valorise les
campagnes publicitaires plurimédias (presse, radio, télévision, publicité
extérieure, cinéma, internet) par secteur, par annonceur, par marque et par
support.
Le volume publicitaire est valorisé sur la base des plaquettes tarifaires en euros
(valeur brute), hors taxes et hors dégressifs.
KANTAR MEDIA Ad intelligence effectue la mesure des investissements
publicitaires en propre pour la presse, la radio, la télévision et centralise les
déclaratifs des régies de la publicité extérieure, du cinéma, d’internet.
L’analyse est réalisée hors auto-promotion et abonnements des supports.
Sur la base d’un univers constant.
Efficacités du marketing numérique - SRI - UDA - Décembre 2012Ad6 Media
Des efficacités du marketing numérique
A mesure qu’Internet s’installe dans le quotidien des Français, les marques inscrivent durablement ce media dans leurs stratégies. Au 1er semestre 2012, les investissements nets sur le media ont ainsi progressé de 6% par rapport au 1er semestre 2011, pour atteindre un montant de 1,3 milliard d’euros[1]. De fait, c’est la diversité des leviers de communication disponibles qui rend ce media attractif et performant, permettant aux annonceurs de satisfaire des objectifs marketing variés. En 2011, le SRI et l’UDECAM ont décidé de réunir leurs expertises afin de démontrer quelles peuvent être ces « efficacités » du marketing numérique. L’Objectif : observer l’association des leviers de communication avec les objectifs marketing afin de montrer où sont les points d’efficacité. Dans un deuxième temps, des études de cas sont venues illustrer ces différents types d’efficacité.
Une base de données d’études de cas en ligne
En décembre 2011, une base de données en ligne, répertoriant une dizaine d’études des cas d’efficacité, a ainsi été lancée. En 2012, le groupe de travail a constitué un comité de pilotage d’agences et des régies, et s’est s’accorder sur une méthodologie et des critères de validation de nouveaux cas. Aujourd’hui, la base de données, relayée sur www.sri-france.org et www.udecam.fr, présente une trentaine de cas accessibles par différentes entrées :
- les objectifs marketing (notoriété, création de trafic, image…)
- les leviers de communication (display, search, brand content, e-reputation…)
- les annonceurs.
Cette base de données est mise à disposition du marché et ouverte aux contributions de tous.
Pour prolonger ces travaux et les compléter de la vision « annonceurs », l’UDA rejoint aujourd’hui cette initiative, notamment dans le cadre du suivi des mesures de l'efficacité au sens large opéré par l’association. En soutenant l’avancée de ces travaux, l’UDA fait de ce projet la réunion des acteurs de l’efficacité du marketing numérique.
Read more at http://www.ratecard.fr/news-partenaires/496-sri-efficacites-du-marketing-numerique.html#VfHC4PVGiecqIrq1.99
About this France Summary Report
This report gives a high-level overview of the France Games Market based on fresh research and analysis of Newzoo and partners. Find out where the growth will be in France and how the games market develops.
Most of the data is derived from our Newzoo Data Explorer that our clients use to cross-analyze over 200 topics across all business models and market segments. This document also includes data plotted on our new Screen Segmentation ModelTM comparing France with Europe across the typical screens that consumers use to play games.
Luxe et génération Y - Publicis et Nous - Le Monde Publicité - 2012Ad6 Media
En communication pour les marques de luxe, quels sont les leviers à activer pour séduire la Génération Y? Interview croisée d'Elisabeth Cialdella, directrice marketing de M Publicité & d'Eric Briones, directeur du planning stratégique de Publicis & Nous.
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Mobile consumer insights IAB Europe
1. Mobile Media
An IAB Europe
White Paper
Issue 1
Consumer insights across Europe
Published in March 2011
2. Table of Contents
Introduction 1
Methodology and Contributors 2
Countries
Belgium 3
Denmark 5
Finland 7
France 8
Germany 10
Greece 12
Hungary 13
Italy 14
Netherlands 16
Norway 18
Poland 20
Portugal 22
Romania 24
Russia 25
Spain 27
Sweden 29
Switzerland 31
Turkey 33
United Kingdom 35
Contributors 37
3. Introduction
Mobile internet advertising spend during 2010 – when advertising revenues generally fell - was worth €710
million, more than double its 2009 total of €279 million (Source: IHS Screen Digest 2011).
This report covering 19 European countries presents detailed research findings behind these figures. It
springs from IAB Europe’s mission to prove the value of the market through research and education.
Mobile advertising wins out on many levels: it enables business to connect with consumers personally and
immediately. The odds on their product message getting through to the right person are dramatically
reduced. The recipient can respond equally effectively and speedily. What’s more the advertiser can track
every step of the process and match it to sales outcomes. This not only makes targeting advertising spend
easier, but also much more accurately and cheaply than tracking traditional methods of advertising.
If you are thinking of diverting precious advertising budget to mobile, this definitive report has the
information you need.
Thanks are due to the Mobile Advertising Committee of IAB Europe who have worked long and hard on
producing these findings and to our partners comScore, InSites Consulting and of course Orange for the
important contribution they have made.
Alain Heureux Ludovic Lévy
CEO IAB Europe Chairman of the mobile committee, IAB Europe
Director of Mobile Advertising, Orange-France Telecom Group
1
4. Methodology and Contributors
This report is based on a variety of sources that are the most legitimate to use in each local market
and bring the potential, audience and usage of the mobile internet. The objective of this report is to
provide local marketers with the most accurate mobile data on each European market. In countries
where several sources are available, we chose the most recognised one from the local players. We
used one source in countries where there is no other data available.
MobiLens™
comScore measures the digital world and the preferred source of digital marketing intelligence.
comScore MobiLens™ provides an unparalleled view of the U.S., European and Japanese mobile
media landscape, connecting data on mobile consumer behaviour and device capabilities to help you
reach and engage consumers.Contact: Jeremy Copp (jcopp@comscore.com).
InSites Consulting is a full-service marketing consultancy doing business with the best known
brands all over the world. MC DC investigates what the role of digital media is in the marketer’s
practice from a consumer point of view. Contact: Gianni Cooreman (gianni@insites.eu).
The European Interactive Advertising Association (www.eiaa.net) has been conducting the industry
standard European piece of cross-media consumer research, Mediascope Europe, since 2003 and it
has made a major contribution to the understanding of changing media consumption patterns, the
evolving consumer and e-commerce trends. Contact : Alison Fennah (afennah@eiaa.net).
Orange released Mobile Exposure 2011, a world exclusive research that measures how mobile media
users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
Orange is the flagship brand of France Telecom, a leading global telecommunications operator. It has
over 131 million internet, TV and mobile customers in the majority of countries in which the Group is
present. Contact: Bruce Hoang (bruce.hoang@orange-ftgroup.com)
2
5. Belgium
Mobile internet in Belgium has almost reached 20% penetration, making
mobile a medium in its own right. The Belgium mobile internet users
profile is quite balanced and mirrors the national population. This clearly
shows some signs of maturity in terms of usage, although m-commerce
and mobile advertising are still in their early days.
Mobile subscribers
8 091 000 mobile subscribers
Penetration of national population: 93%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
1 396 000 mobile internet users male 48%
female 52%
Reach % Reach %
Users
national mob.
(thous.)
Demographics profile
pop. owners 16--24 21%
1 396 16% 17% 25-34 29%
35-44 19%
• PC internet penetration on national population: 68% 45-54 13%
55+ 19%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
Mobile internet penetration is still modest in Interestingly enough, the use of mobile internet is
Belgium, representing 17% of mobile subscribers slightly skewed towards females - while most
aged 16+. European countries have a 60:40 male/female split
of mobile internet users, Half of Belgium mobile
internet users are over 35.
Mobile internet activities
Frequency: ever used The primary mobile internet activity in Belgium is e-
mail, followed by social networking, browsing and
video.
42% 48% 43% 34%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
3
6. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
46% 48% 15% 46% 27%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, Belgium mobile internet users primarily listen to the radio, watch TV or read
newspapers.
Mobile Advertising M-commerce
find information Have purchased products with
on products and brands - weekly mobile phone
13% 1%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
Today a minority of Belgium mobile internet users One percent of today’s Belgium mobile internet
are using the medium to find information on users purchase products or services through this
products, services or brands. medium.
4
7. Denmark
Unlike the big western European markets, Mobile internet reach in
Denmark is still relatively low, with an 11% penetration of mobile
subscribers. The 474 000 Danish mobile internet users are
predominantly male and aged over 35, suggesting that mobile media has
still room for growth across the other demographics.
Mobile subscribers
4 230 000 mobile subscribers
Penetration of national population: 94%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
474 000 mobile internet users male 73%
female 27%
Reach % Reach %
Users
national mob.
Demographics profile
(thous.) 16--24 8%
pop. owners
474 11% 11% 25-34 33%
35-44 37%
• PC internet penetration on national population: 84% 45-54 9%
55+ 14%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
Mobile internet penetration is still relatively low in The use of mobile internet is currently a
Denmark, representing 11% of mobile subscribers predominantly male phenomenon in Denmark. In
aged 16+. terms of age, a majority of mobile internet users
are older than 35.
Mobile internet activities
Frequency: ever used The primary mobile internet activity in Denmark is
browsing, followed closely by e-mail, video and
65% 64% social networking.
54%
36%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
5
8. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
40% 33% 26% 26% 17%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, Danish mobile internet users primarily watch TV or listen to the radio.
Mobile Advertising M-commerce
find information Have purchased products with
on products and brands - weekly mobile phone
10% 2%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
A minority of Danish mobile internet users access A minimal proportion of Danish mobile internet
information on products, services or brands through users purchase products or services using this
this medium. medium.
6
9. Finland
Finland has by far the highest mobile phone penetration and one of the
highest mobile internet penetrations, making it one of Europe’s most
developed mobile markets. The Finnish are keen on email (34%),
followed by social network (16%) and geolocalisation (15%).
Mobile subscribers
4 437 000 mobile subscribers
Penetration on national population: 99%
MCDC 2009; Population reference bureau, base: 15+
Mobile internet audience Mobile internet activities
Frequency: at least one weekly
1 198 000 mobile internet users per month
e-mail 34%
Reach % Reach %
Users social network 16%
national mob.
(thous.)
pop. owners geolocalisation 15%
1 198 27% 27% instant message 8%
listen to radio 6%
MCDC 2009, base: 15+
download music 3%
watch video 2%
MCDC 2009, base: mobile internet users 15+
Mobile internet has reached than a quarter of the The primary mobile internet activity in Finland is e-
Finnish population, making mobile a media on its mail, followed by social networking, geolocalisation,
own. instant messaging, radio listening, music
downloads and video.
Mobile Advertising M-commerce
find information Have purchased products with
on products and brands - weekly mobile phone
27% 5%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
More than a quarter of Finnish mobile internet users Today a modest proportion of Finnish mobile
use mobile internet to find information on products, internet users employ their mobile phone to
services or brands. purchase products or services.
7
10. France
France’s internet penetration is in line with other western European
markets, at 28% of mobile users, making it one of Europe’s largest
markets with almost 15 million users. There is a 60:40 male:female split
and is evenly distributed across the age groups, with 13% of users being
over 55.
Mobile internet is most frequently used for viewing news content and for
emailing.
Mobile subscribers
47 000 000 mobile subscribers
Comscore Mobilens 3 months average ended July 2010, base: 13+
Mobile internet audience
14 775 000 mobile internet users per
month
male 59%
Reach % on female
Users vs 41%
mobile
(thous.) 2009
Demographics profile
population
under 17 11%
14 755 +21% 31%
18-24 21%
25-34 24%
Comscore Mobilens 3 months average ended July 2010 / 2009
base: mobile users 13+ 35-44 19%
45-54 12%
55+ 13%
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
Mobile internet in France represents almost a third The gender split of the mobile internet users in
of mobile subscribers, making mobile a media in its France is currently 60:40 male:female., with the
own. under 25 age group accounting for a large
share of the users.
Mobile internet activities
Frequency: at least once weekly The dominant mobile internet activity in France is
browsing, followed by e-mail, social networking and
80% video. The biggest yearly growths occur within
69%
browsing and social networking.
17%14% 13%
7% 5% 4%
2010
2009 browsing e-mail social watch
network video
Comscore Mobilens 3 months average ended July 2010/2009
base: mobile internet users 13+ 8
11. Mobile internet: top 5 content categories
Frequency: at least once weekly The mobile internet function most frequently
accessed in France is the weather, followed by
weather 13%
news, maps, sports and entertainment news.
news 10%
maps 9%
sports 9%
entertainment news 9%
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
Place of connection
Mobile internet in France is chiefly accessed from At least one usage of mobile media
home, followed by public transport, when out and
about and then at work/school. at home 70%
at work/school 56%
on bus/train 63%
when & about 58%
Mobile Exposure 2010, base: mobile media users 16+
Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
15% 6% 5% 3% 2%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, French mobile internet users primarily watch TV.
Mobile Advertising M-commerce
received SMS ad 64% used mobile to pay / redeem / reserve
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
28%
interested in mobile ad formats :
display, direct marketing, 65%
geolocalisation…
Mobile Exposure 2010, base: mobile media users 16+ Mobile Exposure 2010, base: mobile media users 16+
Two thirds of French mobile internet users are Three out of ten French mobile internet user have
interested in at least one mobile advertising format. used their mobile to either pay, redeem of reserve
64% say they have already received an sms ad on an item.
9
their phone.
12. Germany
At 20%, Germany’s mobile internet penetration level is slightly lower than the
other western European countries. However, Germany still has Europe’s second
largest mobile internet population with 16 million adults.
Mobile internet is still a male phenomenon, with 37% of mobile internet users
being female. Mobile internet use has a strong hold in the 35-54 age group.
Most German users access the internet through a browser on their phone
(70%), and many have paid for goods and services using mobile internet.
Mobile subscribers
53 000 000 mobile subscribers
Comscore Mobilens 3 months average ended July 2010, base: 13+
Mobile internet audience
16 077 000 mobile internet users per
month
male 63%
Reach % on female
Users vs 37%
mobile
(thous.) 2009
Demographics profile
population
under 17 12%
16 077 +33% 30%
18-24 20%
25-34 22%
Comscore Mobilens 3 months average ended July 2010 / 2009
base: mobile users 13+ 35-44 24%
45-54 15%
55+ 8%
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
Mobile internet in Germany represents almost a The gender split of the mobile internet users in
third of mobile subscribers, making mobile a Germany is currently around 60:40 male:female.
medium in its own right. Use of mobile internet is still a male
phenomenon, with only 37% of mobile internet
users being female. As with the other ‘Big 5’
markets, the under 25 age group accounts for a
Mobile internet activities large share of the mobile internet users.
Frequency: at least once weekly
The leading mobile internet activity in Germany is
70% browsing, followed by e-mail, social networking and
59%
video. The biggest yearly growth can be found
within browsing.
16%13% 9% 5% 4% 3%
2010
2009 browsing e-mail social watch
network video
Comscore Mobilens 3 months average ended July 2010/2009
base: mobile internet users 13+ 10
13. Mobile internet: top 5 content categories
Frequency: at least once weekly The mobile internet function most frequently
accessed in Germany is maps on par with news,
maps 9%
followed closely by sports, entertainment news and
news 9% tech news.
sports 8%
entertainment news 8%
tech. news 7%
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
4% 14% 6% 1% 3%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, German mobile internet users primarily listen to the radio.
Mobile Advertising M-commerce
received SMS ad 34% accessed electronic payment
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+ 2010 2009
7% 5%
find information
on products and brands - 10%
weekly
Comscore Mobilens 3 months average ended July 2010/2009
MCDC 2009, base: mobile internet users 15+ base: mobile internet users 13+
Three out of ten German mobile internet users say 7% of German mobile internet users have
they have already received an sms ad on their accessed electronic payment. This is a 40%
phone. 10% have used his/her mobile to find increase from 2009.
information on products or brands in the last week.
11
14. Greece
With 84% reach, mobile use is already strong in Greece, and with mobile
internet use at 13% the market is in a good position for growth.
Greek mobile internet users are keen on email (34%), instant messaging
(23%) and radio (22%).
Mobile subscribers
9 426 000 mobile subscribers
Penetration on national population: 97%
MCDC 2009; Population reference bureau, base: 15+
Mobile internet audience Mobile internet activities
Frequency: at least one weekly
1 225 000 mobile internet users per month
e-mail 34%
Reach % Reach %
Users instant message 23%
national mob.
(thous.)
pop. owners Listen to radio 22%
1 225 13% 13% social network 18%
geolocalisation 17%
MCDC 2009, base: 15+
watch video 7%
download music 6%
MCDC 2009, base: mobile internet users 15+
Mobile internet usage is still relatively low in The foremost mobile internet activity in Greece is
Greece, representing 13% penetration of mobile e-mail, followed by instant messaging, radio, social
subscribers aged 16+. networking, geolocalisation, video and music
downloads.
Mobile Advertising M-commerce
find information have purchased products with
on products and brands - weekly mobile phone
20% 6%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
A fifth of Greek mobile internet users employ mobile A modest proportion of Greek mobile internet users
internet to find information on products, services or purchase products or services through this
brands. medium.
12
15. Hungary
Hungary is a developing market where mobile internet is emerging. Over
three quarters of Hungarian adults use mobile phones, of which 10%
already use their phone for internet connection. Mobile internet users are
most likely to be listening to radio with their mobile (31%) and use
geolocalisation services (24%).
Mobile subscribers
8 330 000 mobile subscribers
Penetration on national population: 98%
MCDC 2009; Population reference bureau, base: 15+
Mobile internet audience Mobile internet activities
Frequency: at least one weekly
833 000 mobile internet users per month
listen to radio 31%
Reach % Reach %
Users geolocalisation 24%
national mob.
(thous.)
pop. owners download music 19%
833 10% 10% e-mail 18%
instant message 11%
MCDC 2009, base: 15+
social network 10%
watch video 1%
MCDC 2009, base: mobile internet users 15+
Mobile internet is still relatively low in Hungary, The chief mobile internet activity in Hungary is
representing 10% penetration of mobile radio, followed by geolocalisation, music
subscribers aged 16+. downloads, e-mail, instant messaging, social
network and video.
Mobile Advertising M-commerce
find information have purchased products with
on products and brands - weekly mobile phone
13% 2%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
Today a moderate proportion of Hungarian mobile Only 2% of Hungarian mobile internet users used
internet users utilize mobile internet to find their mobile phone to purchase goods or services,
information on products, services or brands. confirming that m-commerce has still potential for
growth. 13
16. Italy
Italy has a high mobile internet penetration, with 26% of the population
using internet via mobile, making one of the largest markets with 16
million users.
The users in Italy are more mature than in many other markets, with 53%
of users being over 35.
Italian users are the most likely in western Europe to have used the
internet on their mobile to pay for goods or services.
Mobile subscribers
47 000 000 mobile subscribers
Comscore Mobilens 3 months average ended July 2010, base: 13+
Mobile internet audience
15 826 000 mobile internet users per
month
male 59%
Reach % on female
Users vs 41%
mobile
(thous.) 2009
Demographics profile
population
under 17 9%
15 826 +22% 34%
18-24 14%
25-34 24%
Comscore Mobilens 3 months average ended July 2010 / 2009
base: mobile users 13+ 35-44 22%
45-54 14%
55+ 17%
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
The gender split of the mobile internet users in Italy
Mobile internet in Italy represents a third of mobile is currently around 60:40 male:female. While many
subscribers, making mobile a media in its own right. of the other ‘Big 5’ markets see the under 25 age
group accounting for a disproportionately large
proportion of users, in Italy the mobile internet user
is likely to be slightly older, with the bulk of users
being in the 35 to 55 age group.
Mobile internet activities
Frequency: at least once weekly
70%
The chief mobile internet activity in Italy is browsing,
58% followed by e-mail, social networking and video.
Browsing displays the biggest yearly growth.
17%15% 11%
8% 4%3%
2010
2009 browsing e-mail social watch
network video
Comscore Mobilens 3 months average ended July 2010/2009
base: mobile internet users 13+ 14
17. Mobile internet: top 5 content categories
Frequency: at least once weekly The most frequently used function through mobile
internet in Italy is maps and weather, followed by
weather 11%
tech. news, sports and entertainment news.
maps 11%
tech. news 10%
sports 9%
entertainment news 9%
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
60% 20% 8% 8% 21%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, Italian mobile internet users primarily watch TV.
Mobile Advertising M-commerce
received SMS ad 53% accessed electronic payment
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+ 2010 2009
9% 6%
find information
14%
on products and brands -
weekly
Comscore Mobilens 3 months average ended July 2010/2009
MCDC 2009, base: mobile internet users 15+ base: mobile internet users 13+
Five out of ten Italian mobile internet users say they 9% of Italian mobile internet users have accessed
have already received an sms ad on their phone. electronic payment. This is a 50% increase from
14% have used his/her mobile to find information on 2009.
products or brands in the last week.
15
18. The Netherlands
Penetration of mobile internet in the Netherlands is still relatively low. A
vast majority of the 1.4M Dutch mobile media users are male and aged
over 35, which confirms that mobile internet is still a niche phenomenon.
Yet already a quarter of mobile internet users employ mobile internet to
find information on products, suggesting an interesting advertising
potential for mobile in this country.
Mobile subscribers
12 420 000 mobile subscribers
Penetration on national population: 90%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
1 389 000 mobile internet users male 72%
female 28%
Reach % Reach %
Users
national mob.
(thous.)
Demographics profile
pop. owners 16--24 25%
1 389 10% 11% 25-34 20%
35-44 27%
• PC internet penetration on national population: 84% 45-54 16%
55+ 12%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
Mobile internet is still relatively low in the The use of mobile internet is currently a
Netherlands, representing 11% penetration of predominantly male phenomenon in the
mobile subscribers aged 16+. Netherlands. In terms of age, a majority of mobile
internet users are older than 35.
Mobile internet activities
Frequency: ever used The chief mobile internet activity in the Netherlands
is e-mail on par with browsing, followed by video
72% 72% and social networking.
66%
33%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
16
19. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
41% 41% 14% 9% 9%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, Dutch mobile internet users primarily listen to the radio or watch TV.
Mobile Advertising M-commerce
find information have purchased products with
on products and brands - weekly mobile phone
23% 3%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
Almost a quarter of Dutch mobile internet users A minimal proportion of Dutch mobile internet users
utilize mobile internet to find information on purchase products or services through this
products, services or brands. medium.
17
20. Norway
With a 14% penetration within the the population, mobile internet in
Norway has room for growth: the mere 542,000 Norwegian mobile
internet users are mostly male and over 35. Mobile advertising is full of
future opportunities, as 27% of users say they use mobile internet to find
information on products, services or brands.
Mobile subscribers
3 686 000 mobile subscribers
Penetration on national population: 97%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
542 000 mobile internet users male 64%
female 36%
Reach % Reach %
Users
national mob.
Demographics profile
(thous.) 16--24 18%
pop. owners
542 14% 15% 25-34 21%
35-44 34%
• PC internet penetration on national population: 84% 45-54 13%
55+ 14%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
Mobile internet is still relatively low in Norway, The use of mobile internet is currently a primarily
representing 15% penetration of mobile male phenomenon in Norway. In terms of age, a
subscribers aged 16+. majority of mobile internet users are older than 35.
Mobile internet activities
Frequency: ever used The primary mobile internet activity in Norway is e-
mail, followed closely by browsing, then video and
64% 65% social networking.
50%
41%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
18
21. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
38% 37% 24% 22% 13%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, Norwegian mobile internet users primarily watch TV and listen to the radio.
Mobile Advertising M-commerce
find information Have purchased products with
on products and brands - weekly mobile phone
27% 5%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
More than a quarter of Norwegian mobile internet A modest proportion of Norwegian mobile internet
users use mobile internet to find information on users purchase products or services through this
products, services or brands. medium.
19
22. Poland
Internet mobile has a moderate coverage of 16% in Poland but the 4.8
million users are among the most advanced & experienced population
with their device. A large majority of them browse on many content
categories, communicate and watch video on the move. They also are
open -minded about any mobile ad formats and mostly have already
purchased via their mobile.
Mobile subscribers
29 757 000 mobile subscribers
Penetration on national population: 91%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
4 833 000 mobile internet users male 56%
female 44%
Reach % Reach %
Users
national mob.
Demographics profile
(thous.) 16--24 27%
pop. owners
4 833 15% 16% 25-34 33%
35-44 23%
• PC internet penetration on national population: 51% 45-54 11%
55+ 6%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
In Poland 4.8 million of 16+ are mobile internet The gender profile is composed by 56% of men
users, corresponding to a 15% reach. and 44% of women. Almost 85% are under 45.
Mobile internet activities
Frequency: ever used Three quarters of Polish internet mobile users have
browed on their handset.
76%
Over fifty percent have already sent/received e-
55% 54% mails and watched video; and nearly a quarter use
their mobile to access social networking sites.
22%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: 16+
20
23. Mobile internet: top 5 content categories
Frequency: often The primary category the Polish mobile internet
users access is the news.
news 45%
Secondly, nearly a third consult travel content and
travel 32% then over a quarter search for music content.
music 27% They also browse frequently to find information
about weather and traffic.
weather 25%
traffic 20%
information
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
Place of connection
Mobile internet in Poland is mainly accessed from At least one usage of mobile media
home. This is followed by work/school on par with
out and about. Public transport follows close at home 73%
behind.
at work/school 59%
on bus/train 54%
when & about 59%
Mobile Exposure 2010, base: mobile media users 16+
Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
59% 69% 39% 41% 47%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
Poland is the unique European country where media meshing is so high and with any media.
When they mainly use the internet on their handset, they are 39% to surf sometimes on PC and up to 69% to
listen the radio at the same time.
Mobile Advertising M-commerce
interested in mobile ad formats : used mobile to pay / redeem / reserve
display, direct marketing,
geolocalisation…
55%
76%
Mobile Exposure 2010, base: mobile media users 16+ Mobile Exposure 2010, base: mobile media users 16+
Over three quarters of mobile internet users are The majority of Polish users have been persuaded
interested in any form of advertising on their device. by M-commerce to purchase through their handset.
21
24. Portugal
Portugal is a burgeoning market for mobile internet. Despite the fact that
nearly 100% of Portuguese own a mobile phone, only 5% use mobile
internet, the lowest rate in Europe. As an illustration of this current niche
market, the profile of the mobile internet user is predominantly male and
young. However, these users have embraced an intense activity across
mobile internet. This trend opens up large-scale development for the
media in the months to come.
Mobile subscribers
8 730 000 mobile subscribers
Penetration on national population: 97%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
461 000 mobile internet users male 72%
female 28%
Reach % Reach %
Users
Demographics profile
national mob.
in 000 16--24 31%
pop. owners
461 5% 5% 25-34 37%
35-44 13%
• PC internet penetration on national population: 51% 45-54 12%
55+ 7%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
Portugal contains almost 9 million mobile owners, The mobile internet population is strongly
but only 461 000 internet users on their handset. characterised by the male gender and the youth:
Portugal, as an emerging market within this 72% are male and 68% are under 35.
industry, has the lowest rate in Europe. The PC
internet penetration is 10 times higher than mobile.
Mobile internet activities
Frequency: ever used The Portuguese mobile internet consumer
principally uses their handset to browse , and over
79%
half of users communicate by e-mailing. Over a
56% third watch video and access social networking
37% sites.
37%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
22
25. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
45% 20% 10% 5% 4%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, the mobile internet users primarily watch TV or listen to the radio.
23
26. Romania
Romania is a developing market, where mobile is gaining a strong
foothold. Although over three quarters of Romanian adults use mobile
phones, only 15% use their handsets for internet connection. Mobile
internet users in Romania are most likely to use their phones for email
(32% and radio (22%).
Mobile subscribers
17 910 000 mobile subscribers
Penetration on national population: 98%
MCDC 2009; Population reference bureau, base: 15+
Mobile internet audience Mobile internet activities
Frequency: at least one weekly
2 686 000 mobile internet users per month
e-mail 32%
Reach % Reach %
Users listen to radio 22%
national mob.
(thous.)
pop. owners instant message 17%
2 686 15% 15% download music 13%
geolocalisation 11%
MCDC 2009, base: 15+
watch video 10%
social network 5%
MCDC 2009, base: mobile internet users 15+
Mobile internet use is still relatively low in Romania, The primary mobile internet activity in Romania is
representing 15% penetration of mobile e-mail, followed by radio, instant messaging, music
subscribers aged 16+. download, geolocalisation, video and finally social
network.
Mobile Advertising M-commerce
find information have purchased products with
on products and brands - weekly mobile phone
30% 1%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
Almost a third of Romanian mobile internet users A mere 1% of Romanian mobile internet users used
use mobile internet to find information on products, their mobile phone to purchase a product or
services or brands. service, confirming that m-commerce has great
potential for growth. 24
27. Russia
The most populated country in Europe, Russia offers a healthy potential market
for mobile internet with more than 112 million of mobile owners but only a
coverage of 16% among them.
The major activity of the Russian mobile internet users is e-mailing.
New mobile equipment and an easier access to the variety of usages will
certainly boost the mobile media in the nearly next years.
Mobile subscribers
112 142 000 mobile subscribers
Penetration on national population: 94%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
18 227 000 mobile internet users male 53%
female 47%
Reach % Reach %
Users
national mob.
Demographics profile
(thous.) 16--24 32%
pop. owners
18 227 15% 16% 25-34 31%
35-44 15%
• PC internet penetration on national population: 33% 45-54 11%
55+ 11%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
With 18 227 000 mobile internet users Russia The mobile internet users are mostly young: almost
ranks 2nd behind the UK. But this significant 2/3 of them are under 34.
number of users incorporates a moderate reach of
15%.
In comparison, the reach of PC internet is more
than double: 33%
Mobile internet activities
Frequency: ever used Russian mobile internet use is dominated by
89% email, at nearly 90%. Browsing, social networking
and video account for other mobile internet
activities.
43%
24%
17%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
25
28. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
66% 60% 11% 6% 8%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
The Russian internet mobile users frequently mix their media consumption with TV and radio. 66% watch TV
and 60% listen to the radio during a mobile internet session.
26
29. Spain
Spain has a high mobile internet penetration, with 26% of the population
using internet via mobile. It has a substantial market of 12 million users.
The users in Spain are more mature than in many other markets, with
50% being over 35.
Mobile internet is most frequently used for viewing news content and for
emailing.
Mobile subscribers
35 000 000 mobile subscribers
Comscore Mobilens 3 months average ended July 2010, base: 13+
Mobile internet audience
11 949 000 mobile internet users per
month
male 59%
Reach % on female
Users vs 41%
mobile
(thous.) 2009
Demographics profile
population
under 17 8%
11 949 +22% 34%
18-24 15%
25-34 27%
Comscore Mobilens 3 months average ended July 2010 / 2009
base: mobile users 13+ 35-44 22%
45-54 13%
55+ 16%
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
Mobile internet in Spain represents a third of The gender split of the mobile internet users in
mobile subscribers, making mobile a media in its Spain is currently 60:40 male:female. While
own right. many of the other ‘Big 5’ markets see the under
25 age group accounting for a
disproportionately large proportion of users, in
Spain the mobile internet user is likely to be
slightly older, with the bulk of users being in the
Mobile internet activities 35 to 55 age group.
Frequency: at least once weekly
The leading mobile internet activity in Spain is
69% browsing, followed by e-mail, social networking and
56% video. The biggest yearly growth can be seen
within browsing.
16%12% 11% 6% 4%3%
2010
2009 browsing e-mail social watch
network video
Comscore Mobilens 3 months average ended July 2010/2009
base: mobile internet users 13+ 27
30. Mobile internet: top 5 content categories
Frequency: at least once weekly The mobile internet function most frequently
accessed in Spain is maps, followed closely by
maps 9%
weather, news, sports and entertainment news.
weaher 8%
sports 7%
tech. news 7%
entertainment news 7%
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
Place of connection
Mobile internet in Spain is predominantly accessed At least one usage of mobile media
when out and about, represented by nearly three
quarters of users accessing internet at this time at home 60%
through their mobile. This is followed by home, then
at work/school 41%
work/school, and public transport.
on bus/train 38%
when & about 74%
Mobile Exposure 2010, base: mobile media users 16+
Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
16% 12% 3% 4% 1%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
In comparison to some other nationalities, the Spanish do not frequently mesh media when using mobile
internet. When they do, they are most likely to watch TV or listen to the radio.
Mobile Advertising M-commerce
received SMS ad 67% used mobile to pay / redeem / reserve
Comscore Mobilens 3 months average ended July 2010
base: mobile internet users 13+
36%
interested in mobile ad formats :
display, direct marketing, 65%
geolocalisation…
Mobile Exposure 2010, base: mobile media users 16+ Mobile Exposure 2010, base: mobile media users 16+
Two thirds of Spanish mobile internet users are 36% of Spanish mobile internet users have used
interested in at least one mobile advertising format. their mobile to either pay, redeem of reserve
67% say they have already received an sms ad on something.
28
their phone.
31. Sweden
Sweden has embraced mobile media: with already 20% penetration of
mobile internet, there is every reason to expect a rapid adoption of
mobile advertising in this country. As an illustration, most of the 1.5M
Swedish mobile internet users are younger than in other European
countries, confirming that mobile media is broadening across all
population segments.
Mobile subscribers
7 144 000 mobile subscribers
Penetration on national population: 94%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
1 511 000 mobile internet users male 64%
female 36%
Reach % Reach %
Users
national mob.
(thous.)
Demographics profile
pop. owners 16--24 26%
1 511 20% 21% 25-34 33%
35-44 21%
• PC internet penetration on national population: 81% 45-54 9%
55+ 11%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
Mobile internet has reached the 20% penetration The use of mobile internet is currently a primarily
level in Sweden, making mobile a medium in its male phenomenon in Sweden. In terms of age, a
own right. majority of mobile internet users are under 35,
showing that mobile media is broadening across
the population in this country.
Mobile internet activities
Frequency: ever used The primary mobile internet activity in Sweden is
browsing, followed by video, e-mail and social
74% networking.
61% 66%
31%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
29
32. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
34% 38% 18% 27% 14%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
When they media mesh, Swedish mobile internet users primarily listen to the radio, watch TV or read
newspapers.
Mobile Advertising M-commerce
find information have purchased products with
on products and brands - weekly mobile phone
14% 3%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
Currently a modest proportion of Swedish mobile A minimal proportion of Swedish mobile internet
internet users employ this medium to find consumers use their mobile phone to purchase
information on products, services or brands. products or services.
30
33. Switzerland
Mobile Internet is on the path of maturity in Switzerland.
After the big five, Switzerland has one of the highest mobile internet
reaches in Europe. Most of the 1 147 000 mobile internet users have
experienced numerous usages on mobile, considering it a medium in its
own right.
Mobile Internet has also become a relevant tool in their consumption as a
source of information and a purchase channel.
Mobile subscribers
6 144 000 mobile subscribers
Penetration on national population: 96%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
1 147 000 mobile internet users male 72%
female 28%
Reach % Reach %
Users
national mob.
(thous.)
Demographics profile
pop. owners 16--24 26%
1 147 18% 19% 25-34 18%
35-44 24%
• PC internet penetration on national population: 84% 45-54 20%
55+ 11%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
The coverage of mobile internet is 18% among the The gender split of the mobile internet users is
national population. characterised by an overwhelmingly high
proportion of male users, representing nearly three
quarters of this audience.
In terms of age Switzerland has the most
homogeneous breakdown.
Mobile internet activities
Frequency: ever used The Swiss mobile internet users have a high level
of usage across many areas.
74% They primarily use e-mailing, then browsing, video
56% watching and social networking.
39% 43%
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
31
34. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
47% 46% 40% 41% 31%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
The Swiss mobile internet users are keen on mediameshing.
TV, radio, internet on PC, newspapers and magazine are part of their media consumption while using mobile
internet.
Mobile Advertising M-commerce
find information have purchased products with
on products and brands - weekly mobile phone
16% 14%
MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+
16% of the mobile internet users say they search M-commerce already concerns 14% of Swiss
every week for information on products or brands. mobile internet users.
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35. Turkey
More than a fifth of Turkish people use mobile internet. But most
importantly, the mobile internet penetration is slightly higher than the PC
internet reach ! This is the noticeable feature of Turkey. This
phenomenon does not exist elsewhere in Europe.
The core of the mobile internet users’ profile is under 45.
Mobile subscribers
50 310 000 mobile subscribers
Penetration on national population: 90%
EIAA Mediascope Europe 2010, base: 16+
Mobile internet audience
11 957 000 mobile internet users male 52%
female 48%
Reach % Reach %
Users
national mob.
(thous.)
Demographics profile
pop. owners 16--24 19%
11 957 21% 24% 25-34 30%
35-44 24%
• PC internet penetration on national population: 20% 45-54 12%
55+ 15%
EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+
The rate of mobile internet users has reached 21% The breakdown of user profiles in terms of gender
among the Turkish population 16+. is almost equal : male 52% ; female 48%.
Turkey is unique within Europe, as its mobile More than 50% of the mobile internet users are
internet penetration is slightly higher than the PC between 25-44.
internet coverage (20%). But it is also noticeable that the proportion of 55 +
is one of the most significant in Europe: 15%.
Mobile internet activities
Frequency: ever used The Turkish mobile internet users currently remain
limited in the variety of mobile internet activities
that they participate in.
66%
Just two-thirds of them have ever browsed on their
handset, and only a third have emailed through this
33% medium. Under a quarter have experienced social
15% 17% networking or video watching through mobile
internet.
browsing e-mail social watch
network video
EIAA Mediascope Europe 2010, base: mobile internet users 16+
33
36. Media mesh with mobile internet
When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?
51% 8% 14% 18% 1%
EIAA Mediascope Europe 2010, base: mobile internet users 16+
The simultaneous media consumption from mobile internet users with TV is particularly high: half of them say
they sometimes watch TV while they use the internet on their mobile.
18% read newspapers and 14% surf the Internet on a PC when are accessing the internet on their mobile.
34