Date post: | 21-Oct-2014 |
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Pan-European Launch Presentation Summary
May 2012May 2012
Presentation Agenda
1. Introduction
→ Background
→ Coverage and Methodology
2. Findings
2
→ The Media Evolution
→ Internet everywhere by any means
→ Media multi-tasking means more active consumers
→ Brand relationships grow via digital touchpoints
Background
• As part of their 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
3
→ Evolution of media multi-tasking and emerging and evolving online media
→ Video consumption, social media and e-commerce
Coverage and Methodology
• Conducted since 2003
• 28 markets in February 2012
• Omnibus + online
• Over 50,000 interviews
Russia
PolandDenmark
Sweden
Norway
Finland
CzechRepublic
4
• Over 50,000 interviews
• Quotas on age, gender,
education and regional
distribution
Hungary
ItalySpain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Germany
Netherlands
Ukraine
Bulgaria
Romania
Ireland
Greece
Slovenia
Croatia
Slovakia
SerbiaAustria
The media evolution
426.9mof Europeans are online
5
Total adult European population of 652.1million
The European media consumption landscape
Penetration
Online 65% +19%*
Radio 64% +3%
TV 95% +1%*
6
*Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO
Radio 64% +3%*
Newspapers 62% -6%*
Magazines 48% +12%*
Online 14.8hrs +15%*
Radio 12.7hrs
TV 16.8hrs +11%*
The European media consumption landscape
Hours per week used
7
Radio 12.7hrs
Newspapers 4.6hrs -2%*
Magazines 4.0hrs +3%*
*Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO
of Internet users watch TV online
73% + 10%*
Internet becomes ‘all consuming’ media device
8
*Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)
of Internet users listen to radio online
67% + 54%*
Internet becomes ‘all consuming’ media device
9
*Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)
of Internet users read news online
91% + 25%*
Internet becomes ‘all consuming’ media device
10
*Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)
Internet everywhere by any means
50.9m
11
50.9m of Europeans use a Tablet to go online
139.2m415.7m
50.9m
Increasing choice of Internet access
12
40.7mEuropeans using internet via each device weekly
The alternative ways of going online
13.3 hours spent online via computer each week, Predominantly used in the EVENING
13
9.4 hours per week spent,
mainly DAY usage
Amongst users
The alternative ways of going online
9.3 hours per week spent, mainly EVENING usage
14
6.8 hours per week spent,
Predominantly used in the
EVENING
Amongst users
Increasing choice of Internet access
37% of all Internet users in Europe go online via more than one device
A combination of computer and mobile is the most widely used approach
15
48%of Europeans use
the internet whilst
they watch TV
+ 56%*
Media multi-tasking means more active consumers
16
*since 2010 (EU15 - UK, FR, DE, IT, ES, NL, BE, DK, SE, NO, PL, PT, RU, CH, TR)
TV and Internet multitasking across Europe
59%in Northern
Europe
58% 44%
17
58%in Western
Europe
44%in Central &
Eastern Europe
39%in Southern
Europe
Western Europe = UK, FR, DE, BE, CH, NL, AT, IENorthern Europe = NO, SE, DK, FISouthern Europe = ES, IT, PT, GRCentral and Eastern Europe = BG, HR, CZ, HU, PL, RO, RU, RS, SK, SI, TR,UA
Relationship between content consumption on TV and online
33%of online activity
related to the TV
18
related to the TV
programme
people are
watching*
*base: online European multi-taskers with TV
Brand relationships grow via digital touchpoints
41% of European Internet users agree that the way a brand communicates online is important
19
Internet influence on purchase decisions for products
51%of all European Internet
users state the internet
helps them choose better
20
helps them choose better
products /service
€187,990 millionspent online in Europe
across a 6 month period
Spend online
21
13 is the average number of
purchases made per
person in Europe across
a 6 month period
€544is the average amount spent per
person in Europe across a 6
month period
Key study themes
→ The Media Evolution
→ Internet everywhere by any means
→ Media multi-tasking means more active consumers
→ Brand relationships grow via digital touchpoints
→ The internet is an entertainer and enabler
→ Connectivity via mobile phones increasing engagement
22
→ 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
Mediascope Europe – Pan-European Sponsors
23
Mediascope Europe – Western Europe Sponsors
FRANCEBELGIUM
IRELAND
AUSTRIA
GERMANY
24
SWITZERLANDUK
Mediascope - Northern & Southern European Sponsors
PORTUGAL
GREECEDENMARK FINLAND
25
SPAIN
ITALY
Mediascope Europe – Central & Eastern European Sponsors
BULGARIA HUNGARYCROATIA
26
CZECH REPUBLIC
RUSSIA
POLAND
Mediascope Europe – Central &Eastern European Sponsors
SLOVENIA
SLOVAKIAROMANIA SERBIA
27
TURKEY UKRAINE
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