EIAAMediascope Europe Study

Digital Mums

June 2007

Conducted by:

2

EIAA Objectives

Champion and improve the understanding of online advertising as a medium

Promote the efficiency of online advertising as part of the ‘media mix’

Think regionally, benefit regionally and at local level

Increase the total value of investment into online advertising

3

EIAA – Who?

4

Background

EIAA has made significant investment in research, particularly in the areas of media consumption and advertising efficiency, key projects include:

Mediascope EuropeMarketers Internet Ad BarometerCase Study LibraryOnline Ad EffectivenessEuropean Ad Formats

As part of this commitment to research, the EIAA has for the past four years conducted a large scale study of media consumption habits in Europe

enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad spend

5

Presentation agenda

1. Introduction to Mediascope Europe & Digital MumsResearch objective

Methodology & sample

2. Digital MumsWeekly internet usage

Websites visited

E-commerce

Broadband penetration

Web activities & Web 2.0

The impact of the internet

6

Background

The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry

Members are: AD Europe (Orange, United Internet Media and Libero), AdLINK Internet Media AG, AOL Europe, Microsoft Digital Advertising Solutions, Tiscali, Yahoo! Europe, LYCOS Europe and wunderLOOP.

EIAA has made significant investment in research, particularly in the areas of media consumption and advertising efficiency

As part of this commitment to research, the EIAA has for the past four years conducted a large scale study of media consumption habits in Europe

enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad spend

SPA was awarded the 2005 Mediascope survey this time last year and in conjunction with Synovate successfully migrated the survey from Millward-Brown

2006 is the second year that SPA has managed the survey

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PROJECT OBJECTIVEPROJECT OBJECTIVE

As part of the ongoing Mediascope Europe Study the broad aim of the Digital Mums research is to measure and track changes in media consumption patterns by women with children across Europe. This work will show when, why and how often mums are using

different media – in particular usage of the Internet for content, communication and commerce

As part of the ongoing Mediascope Europe Study the broad aim of the Digital Mums research is to measure and track changes in media consumption patterns by women with children across Europe. This work will show when, why and how often mums are using

different media – in particular usage of the Internet for content, communication and commerce

Research Objectives – Digital Mums

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Within each territory quotas were set to ensure our sample was representative of each market.

Quotas were applied on:age, gender, education and regional distribution within countries

Within each territory quotas were set to ensure our sample was representative of each market.

Quotas were applied on:age, gender, education and regional distribution within countries

TOTAL SAMPLETOTAL SAMPLE

Germany – 1,008

Italy – 1,008

Spain – 1,002

France – 1,002

UK – 1,015

7,036 (1,313 women with children) interviews across 10 European countries

7,036 (1,313 women with children) interviews across 10 European countries

Methodology & Sample

Belgium – 500

Netherlands – 500Sweden - 334Norway - 334Denmark - 333

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Methodology & Sample

7,036 (1,313 women with children) Computer Aided Telephone Interviews (CATi) were conducted by Synovate on behalf of SPA and the EIAA in 9 EU countries and NorwayA sample size of 7036 provides accurate data to ± 1.1 – 0.8% at the 95% confidence levelWomen with children sample size of 1313 provides accurate data to ± 2 – 3% at the 95% confidence levelFieldwork took place in all territories between 4th-25th September 2006Interview length ranged from between 25-30 minutesThe application of quotas ensured that representative samples were achieved in each country

quotas on age, gender, education and regional distributionResults at the total level were weighted to take into account the different country’s population sizes. Using 2005 data from the UN the following weighting matrix was developed

Country / Territory UK France Germany Italy Spain Belgium Netherlands

Sweden

Norway

Denmark Total

Total weight 17.1% 17.3% 23.6% 16.7% 12.4% 3.0% 4.6% 2.6% 1.3% 1.5% 100%

Country / Territory UK France Germany Italy Spain Belgium Netherlands

Sweden

Norway

Denmark Total

Total weight 17.1% 17.3% 23.6% 16.7% 12.4% 3.0% 4.6% 2.6% 1.3% 1.5% 100%

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Weekly internet usage & websites visited

62% of women with children in Europe now use the internet in a typical week, a 9% increase since 2005

75% of internet usage amongst European women with children is personal, women with children in Belgium (82%) and Germany (81%) have the highest levels of personal use

European Mums’ use of technology (+47%), health (+27%), music (+19%) and local information (+18%) websites has increased significantly since 2005

Across Europe women with children aged 0-4 are far more likely to visit family and kids and banking and finance websites whereas film websites are more popular with women with kids aged 16-18

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62% of European women with children use the internet during a typical weekQ1a In a typical 7 day week, that is Monday to Sunday, can you tell me if you…?

[Base: All Women with Children (n=1313)]

Norway

Denmark

Nethelands

Sweden

UK

Belgium

France

Europe

Germany

Spain

Italy

Norway

Denmark

Nethelands

Sweden

UK

Belgium

France

Europe

Germany

Spain

Italy

93

91

89

86

75

70

65

62

62

51

30

4%

8%

14%

18%

7%

19%

12%

9%

34%

15%

Change from2005

Women with childrenWomen with children

12

75% of internet usage amongst European women with children is personalQ12. What proportion of typical weekly internet usage is personal?

82% 81%78% 76% 75%

71% 70% 68%62% 60%

56%

Belgi

um

Germ

any

Franc

e UK

Europ

eIta

ly

Nethe

rlands

Denm

ark

Spain

Sweden

Norway

[Base: All women with children who use the internet (n=857)]

Women with children who use the internetWomen with children who use the internet

13

European Mums’ use of technology, health and music websites has increased since 2005…

Q7a. Which of the following types of websites do you visit at least once a month?

[Base: All women with children who use the internet (n=857)]

Women with children who use the internetWomen with children who use the internet

Top 10 websites visited with biggest growth since 2005 2006 2005 Year-on-year growth

Technology 22% 15% +47%

Mobile Phones 22% 17% +29%

Health 42% 33% +27%

Films 35% 28% +25%

Music 50% 42% +19%

Local information 53% 45% +18%

Email 87% 77% +13%

News 59% 52% +13%

Price Comparison 34% 30% +13%

Sports 22% 20% +10%

14

77

53 52 5245 45 42 37 35 33 31 30 30 28 24 20 19 17 17 16 15

84

89 87

5159

53 5349 50

36 3842

32 34 3135

23 2217

2217 17

22

0

25

50

75

100

Searc

h en

gines

Emai

l

Holid

ays

News

Trave

l

Local i

nfor

mat

ion

Banki

ng a

nd Fin

ance

Musi

c

Family

& k

ids

Auctio

n

Health

Wom

en's

site

s

Price

Compar

ison

Jobs

Films

Prope

rty

Sports

Games

Mobile

phon

es

Cars

or mot

oring TV

Techn

ology

(%)

2005 2006

… Auction and banking and finance websites have also seen significant growth

Q7a. Which of the following types of websites do you visit at least once a month?

[Base: All women with children who use the internet (n=857)]

Women with children who use the internetWomen with children who use the internet

15

0

25

50

75

100

Searc

h Engin

es

Emai

l

Shoppin

gNew

s

Banki

ng a

nd Fin

ance

Family

and

Kids

Local I

nfor

mat

ion

Auctio

n

Trave

l

Holid

ays

Musi

c

Price

Compar

ison

Health

Wom

en's

Sites

Prope

rtyJo

bs

Mobile

Pho

nes

Films

Techn

ology TV

Sports

Cars

or Moto

ring

Games

Datin

g

(%)

Women with Children Aged 0-4 Women With Children Aged 5-9

Women With Children Aged 10-15 Women With Children Aged 16-18

The websites European Mums’ visit varies depending on the age of their children

Q7a. Which of the following types of websites do you visit at least once a month?

[Base: All women with children who use the internet (n=857)]

Mums with children aged 0-4 are far more likely to visit banking and finance and family and kids websites and women with children aged 16-18 visit a great deal more films websites

Mums with children aged 0-4 are far more likely to visit banking and finance and family and kids websites and women with children aged 16-18 visit a great deal more films websites

Women with children who use the internetWomen with children who use the internet

16

E-commerce

79% of women with children in Europe have bought a product/service online, buying an average of 10 items and spending €644 online in just six months

European Women with children aged between 0-4 years have the highest percentage of internet users who shop online (87%) but women with children aged 10-15 spent an impressive average of €750 over the six month period

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79% of European women with children have bought a product/service online

79% 77%

87%84%

76%73%

Women WithChildren

Women WithoutChildren

Women WithChildren Aged

0-4

Women WithChildren Aged

5-9

Women WithChildren Aged

10-15

Women WithChildren Aged

16-18

% o

f in

tern

et

us

ers

wh

o s

ho

p o

nlin

e

Q16. Have you ever bought online any of the following products/services?

• European Women with children aged between 0-4 years have the highest percentage of internet users who shop online

[Base: All Women using the internet (n=1878)]

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Women with children in Europe who shop online buy on average 10 items and spend €644

€644 €639 €520 €689 €750 €423

10.0

8.0

9.0

13.0

6.0 6.0

0

5

10

15

Women WithChildren

Women WithoutChildren

Women WithChildren Aged 0-4

Women WithChildren Aged 5-9

Women WithChildren Aged

10-15

Women WithChildren Aged

16-18

€0

€250

€500

€750

€1000

Online Spend (€)

Number of Items Bought Online

[Base: All female Online Shoppers (n=1465)]

Q18. In the last six months, how many purchases would you say you have made on-line?

Q18/19. In the last six months, how many purchases would you say you have made on-line and approximately how much money would you say you spent in total on all your on-line purchases?

• Women with children aged 10-15 spent an impressive average of €750 over the six month period

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Broadband penetration, web activities & web 2.0

69% of all female internet users in Europe use broadband at their main point of internet connection and 72% of women with children use broadband, a +38% increase since 2004

Use of the internet for relaxation and entertainment has increased amongst European women with children:

31% of women with children who use the internet regularly download music

28% listen to the radio online

16% enjoy online gaming sites

European Mums are also using the internet to engage with other people and they are also getting increasingly connected with tools made popular by Web 2.0:

38% of women with children that use the internet instant message

22% regularly access social networking sites

16% enjoy contributing to online ratings and reviews

15% get involved in blogging

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91

86

88

95

81

78

72

67

60

57

47

69% of all female internet users in Europe now use broadband at their main point of internet connection…

QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?

[Base: All Women using the internet (n=1878)]

All women who use the internetAll women who use the internet

89

85

83

81

79

78

69

63

62

61

46

Norway

France

UK

Sweden

Denmark

Belgium

Europe

Netherlands

Italy

Spain

Germany

Women with children who use the internetWomen with children who use the internet

[Base: All Women with Children using the internet (n=857)]

Use BroadbandUse Broadband

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… Broadband penetration amongst women with children has increased 38% since 2004

Women with Children who use the internetWomen with Children who use the internet

52%

63%

72%

0

20

40

60

80

100

2004 2005 2006

[Base: All Women with Children using the internet (n=857)]

QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?

2004-2005 2005-2006

Year on year change 21% 14%

22

More European women with children are using the internet for entertainment and engagement

30 26 21 15 12 1388 7

14 9

85

92

3831 28

19 15 16 13 13 13 10 8

0

25

50

75

100

Searc

h

Inst

ant M

essa

ging

Musi

c do

wnl

oads

Liste

ning to

the

radio

Forum

s

Bloggi

ng

On-line

gamin

g

Visiti

ng chat

room

s

TV and

film

vid

eo d

ownl

oads

Mak

ing te

lepho

ne ca

lls

Podca

stin

g

P2P F

ile s

harin

g

(%)

2005 2006

Q7b. Which of the following web activities do you undertake at least once per month?

[Base: All women with children who use the internet (n=857)]

22% of women with children visit social networking websites & 16% contribute to ratings and reviews

22% of women with children visit social networking websites & 16% contribute to ratings and reviews

Women with children who use the internetWomen with children who use the internet

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The impact of the internet

Approximately 70% of women with children in Europe find that the internet provides what they want when they want it

17% of women with children in Europe use the internet whilst they watch TV

69% of all European women with children admit to doing something less often as a result of the internet:

34% watch less TV26% talk on the phone less24% read less books23% read less magazines22% read less newspapers

European Women with children prefer to use the internet during the evening (5.30pm to 9.00pm) – 65%

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Approximately 70% of women with children in Europe find that the internet provides what they want when they want it

Q5g. Which one type of media do you think fits best with this statement?

12% 11%

22% 20%

10%6% 8%

13%20%

38%

2% 4% 2% 2%7%9% 6% 7% 10% 9%

70% 67%

45% 46%

32%

Provides what youwant quickly/saves

time

Has what you wantwhen you want it

Puts you in control Keeps you ahead ofgame

Good for when brainmost active

TV Newspapers Magazines Radio Internet

Women with children using all mediaWomen with children using all media

[Base: All Women with Children using all media]

25

17% of European women with children use the internet whilst watching TVQ5b-f. When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use?

Women with children who watch TVWomen with children who watch TV

TV

INTERNET

NEWSPAPERRADIO

MAGAZINE

17%

27%4%

28%

[Base: All Women with Children who watch TV (n=1258)]

NONE: 43%

All respondents in Europe who watch TVAll respondents in Europe who watch TV

TV

INTERNET

NEWSPAPERRADIO

MAGAZINE

15%

25%5%

21%

NONE: 48%

[Base: All respondents in Europe who watch TV]

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69% of European women with children do something less often as a result of the internet

34%

24% 22% 23%26%

20%17% 19% 17% 17% 16% 14%

11%

69%

Wat

ch T

V

Read b

ooks

Read n

ewsp

aper

s

Read m

agaz

ines

Talk

on the

phone

Send te

xt m

essa

ge

Liste

n to ra

dio

Buy m

usic

Outdoor a

ctiv

ities

Play

sports

/exe

rcis

e

Liste

n to m

usic

Spend ti

me

with fr

iends

/fam

ily

Work

(Net

) Do S

omet

hing le

ss o

ften

Q20b Which of the following do you less often (not through the internet) as a result of using the internet?

[Base: All Women with Children using the internet (n=857)]

Women with children who use the internetWomen with children who use the internet

27

65% of all European women with children use the internet during the evening

[Base: All Women with Children using each type of media]

21%24%

27%

41%

74%

8%

40%

45%

4%

13%

44%49%

7%

57%

61%

10%

24%

65%

14%

51%

'When you wake up' (6am -10am)

'During the Day' (10am - 5.30pm) 'During the Evening' (5.30pm -9pm)

'During the Night' (9pm - 6am)

Watch TV Read Newspapers Read Magazines Listen to Radio Use the Internet

Q1b. What times of the day do you typically…during week?

Women with Children using each mediaWomen with Children using each media

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Key findings

62% of all European women with children use the internet during a seven day week

75% of internet usage amongst women with children in Europe is personal

European mums visit more technology, health, music and local information websites than they did in 2005 and the websites mums visit varies depending on the age on their children

79% of European women with children shop online, buying and average of 10 items and spending €644 online

Digital mums in Europe are developing a deeper involvement with online content in using the internet for relaxation and entertainment and are using the internet to engage with other people

European mums multitask their media – 17% use the internet whilst they watch TV and 69% admit to doing something less often as a result of the internet

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Key learnings

TBD - AF