Bulgaria Launch Presentation Public@IABEurope

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Background

• As part of its research remit, IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape

• The broad aim of this study is to capture the different ways in which consumers are developing across Europe and assess their similarities and differences

→ Identify changing media consumption patterns→ Evolution of media multi-tasking and emerging and evolving online media→ Video consumption, social media and e-commerce

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Coverage and Methodology

• Fieldwork took place in 28 markets in February 2012

• An Omnibus + Online methodology was used across all countries totalling nearly 50,000 interviews

• The application of quotas ensured that representative samples were achieved in each Market

→ Quotas on age, gender, education and regional distribution were applied

→ Omnibus research (500) was conducted by TNS and online by Questback/GMI (1000)

Hungary

Italy

Russia

Spain

Portugal

France

Turkey

Poland

Belgium

UK

Switzerland

Denmark

Sweden

Norway

Germany

Netherlands

Finland

Ukraine

Bulgaria

Romania

Ireland

GreeceSlovenia

Croatia

Slovakia

SerbiaAustria

CzechRepublic

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Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and

other trade associations

Mediascope Europe - Sponsors

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Mediascope Europe – Local Sponsors – Bulgaria

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The Media evolution

2.9mBulgarians are online

Total adult Bulgaria population of 6.1 million

Base: All Respondents n=532

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The European TV consumption

14hours/week in

Northern Europe

16hours/week in

Western Europe

17.7hours/week in

Central & Eastern Europe

16.7hours/week in

Southern Europe

EU average = 16.8hs

Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

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The European radio consumption

85%in Northern

Europe

82%in Western

Europe

48%in Central &

Eastern Europe

68%in Southern

Europe

EU average = 64%

Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

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The European newspapers consumption

82%in Northern

Europe

70%in Western

Europe

56%in Central &

Eastern Europe

59%in Southern

Europe

EU average = 62%

Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

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The European Internet consumption

87%in Northern

Europe

81%in Western

Europe

55%in Central &

Eastern Europe

61%in Southern

Europe

EU average = 65%

Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

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The European Internet consumption

14.8hours/week in

Northern Europe

14hours/week in

Western Europe

16.1hours/week in

Central & Eastern Europe

13.8hours/week in

Southern Europe

EU average = 14.8hs

Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

16hours/week in

Bulgaria

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The Internet evolution

Bulgarian Internet users spend on average

16.0hrs online per week

48%of all Bulgarians are online

EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%

EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1

Base: All respondents (Omnibus) n=532, All Internet Users (Omnibus) n=262

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Internet becomes ‘all consuming’ media device

22% watch TV online at least dailyA further 32% watch TV at least weekly

of Bulgarian Internet users watch TV online

85%EU: 73% WE:67% NE:81% SE:65% CEE:81%

Base: All Internet Users (Online) n=968

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Internet becomes ‘all consuming’ media device

17% listen to the radio online at least dailyA further 17% listen at least weekly

of Internet users listen to the radio online monthly57%

50% read news online at least dailyA further 26% read news at least weekly

of Internet users read news online monthly89%

EU: 67% WE:61% NE:67% SE:64% CEE:73%

EU: 91% WE:86% NE:94% SE:91% CEE:96%

Base: All Internet Users (Online) n=968

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Internet everywhere by any means

0.09mBulgarians use a Tablet to go online

Base: All Bulgarian Respondents (Omnibus) n=532

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Increasing choice of Internet access

Accessing the internet via the computer is the most popular method – Used by 2.9 million Bulgarians (48% - EU:64%)

However 19% of all Internet users in Bulgaria (EU:37%) go online via more than one device

Base: All Bulgarian Respondents (Omnibus) n=532, All Internet users n=262

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The alternative ways of going online

→ 1% of Bulgarians (EU:8%)

→ 9% of Bulgarians (EU:21%)

0.5m Bulgarians go online using a mobile

0.09m Bulgarians go online using a tablet

Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47, All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users

(Omnibus) n=3

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The alternative ways of going online

→ 1% of all Bulgarians (EU:6%)

0.03m Bulgarians go online using a games console

Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47, All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users

(Omnibus) n=3

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Media multi-tasking means more active consumers

38% of Bulgarians are online whilst watching TV

EU: 48% WE:58% NE:59% SE:39% CEE:44%

Base: All TV Users (Online) n=904

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Relationship between content consumption on TV and online

Among Bulgarians who watch TV and are online concurrently,

33%

state the online activity is likely to be related to the TV programme they are watching

3.5 hours per week across Bulgaria (EU:2.8hrs) is spent watching TV and online at the same time (15% (EU:16%) of all time spent watching TV)

EU: 33%

Base: All Respondents (Online) n=1000, All who use TV and Internet at the same time (Online) n=743

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Brand relationships grow via digital touchpoints

53% of Bulgarian Internet users agree that the way a brand communicates online is important

Base: All Internet users n=968

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Internet influence on brand choice and purchase decision

of all BulgarianInternet users are inclined to

find out more about products they see advertised online

61%of all BulgarianInternet users often visit the

websites of my favourite brands50%

of all Bulgarian Internet users state the way a

brand communicates online is important in influencing my opinion of that brand

53%of all Bulgarian Internet users are more likely to

buy a product of a brand that they follow on a social networking site

39%EU: 46% WE:42% NE:34% SE:48% CEE:49%

EU: 30% WE:19% NE:18% SE:29% CEE:42%

EU: 47% WE:35% NE:34% SE:45% CEE:59%

EU: 41% WE:31% NE:26% SE:41% CEE:51%

Base: All Internet Users (Online) n=968

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Internet influence on purchase decisions for products

51%of all Bulgarian Internet users state the internet helps them choose better products /serviceEU: 51% WE:52% NE:46% SE:45% CEE:53%

Base: All Internet Users (Online) n=968

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Consumers connecting via multiple touch-points

Among all Bulgarian Smart phone users:

→ 54% are interested in location-based vouchers (EU:48%)

→ 47% are interested in downloading a mobile phone app (EU:41%)

→ 31% are interested in QR codes (EU:32%)

Among all Bulgarian Internet users:

→ 62% are interested in connecting via social networks (EU:38%)

→ 43% are interested in viewing video content as part of advertising campaigns (EU:30%)

→ 29% are interested in uploading video/ images to a brand’s website advertising (EU:24%)

Base: All smart phone users n=346, All internet users n=968

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Benefits users get via digital

72%of all Bulgarian Internet users state the internet helps them…….

EU: 81% WE:83% NE:85% SE:79% CEE:80%

EU: 63%WE:62% NE:66% SE:61% CEE:64%

keep in touch with friends or relatives

manage lifestyle

84%

Base: All Internet users n=968

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The internet is an entertainer and enabler

38%of Bulgarians are online during the traditional primetime TV evening slot (EU:52%)

Base: All respondents (Omnibus) n=532

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Online is essential for entertainment

47% of all Bulgarians are online during the weekend

38% of all Bulgarians are online during the primetime evening TV slotEU: 52% WE:67% NE:74% SE:46% CEE:42%

EU: 60% WE:76% NE:83% SE:53% CEE:51%

Base: All Respondents (Omnibus) n=532

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To summarise – Bulgaria Insights

• The Internet is increasingly becoming the channel for consumption of other media – TV, radio, newspapers

38% of Bulgarians go online while watching TV

48% of Bulgarians aged 16+ use the internet

Bulgarian Internet usage: 16 hours per week (

9% of all Internet users in Bulgaria go online via more

than one device

38% of Bulgarians go online during the evening

84% of Bulgarians think the internet is a lifestyle tool

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More themes in Mediascope

→ Connectivity via mobile phones increasing engagement

→ Consumers have instant access to information at their fingertips

→ Internet enriches consumer communication

→ Online plays a key function in the purchase funnel, online and offline

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For more information

IAB Bulgariainfo@iabulgaria.bg

IAB Europemediascope@iabeurope.euvprm@iabeurope.eu