Alison Fennah, VP Research & Marke5ng IAB Europe Diggit 7th June @IABEurope #Mediascope
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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 similari5es and differences → Iden5fy changing media consump5on paKerns → Evolu5on of media mul5-‐tasking and emerging and evolving online
media → Video consump5on, social media and e-‐commerce
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Presenta5on Agenda
1. Introduc5on
→ Coverage and Methodology → Sponsors
2. First Glimpse of Findings → The Media Evolu5on → Internet everywhere by any means → Media mul5-‐tasking means more ac5ve consumers → Brand rela5onships grow via digital touchpoints
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Coverage and Methodology
• 28 markets in February 2012
• Omnibus + online
• Over 50,000 interviews
• Quotas on age, gender, educa5on and regional distribu5on
Hungary
Italy
Russia
Spain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Denmark
Sweden
Norway
Germany
Netherlands
Finland
Ukraine
Bulgaria
Romania
Ireland
Greece Slovenia
CroaJa
Slovakia
Serbia Austria
Czech Republic
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Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and
other trade associa5ons
* The study is produced with the support of members and non-‐members of IAB Europe and in the case of non-‐members this does not imply any rela5onship with IAB Europe other than that of Mediascope Europe sponsor
Mediascope Europe -‐ Sponsors
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Mediascope Europe – Local Sponsors -‐ Slovenia
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The media evolu5on
426.9m of Europeans are online
Total adult European popula5on of 652.1million
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The European media consump5on landscape
*Based on EU10
PenetraJon
Online 65% 19% Since 2010*
Radio 64% 3% Since 2010*
Newspapers 62% 6% Since 2010*
Magazines 48% 12% Since 2010*
TV 95% 1% Since 2010*
96%
77%
85%
71%
51%
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Online 14.8hrs 15% Since 2010*
Radio 12.7hrs
Newspapers 4.6hrs 2% Since 2010*
Magazines 4.0hrs 3% Since 2010*
TV 16.8hrs 11% Since 2010*
The European media consump5on landscape
Hours per week used
*Based on EU10
12.1 hrs
13.6 hrs
15.4 hrs
4.1 hrs
3.5 hrs
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The European TV consump5on
14 hours/week in
Northern Europe
16 hours/week in
Western Europe
17.7 hours/week in Central &
Eastern Europe
16.7 hours/week in
Southern Europe
EU average = 16.8hs
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The European radio consump5on
85% in Northern
Europe
82% in Western Europe
48% in Central &
Eastern Europe
68% in Southern
Europe
EU average = 64%
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The European newspapers consump5on
82% in Northern
Europe
70% in Western Europe
56% in Central &
Eastern Europe
59% in Southern
Europe
EU average = 62%
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The European Internet consump5on
87% in Northern
Europe
81% in Western Europe
55% in Central &
Eastern Europe
61% in Southern
Europe
EU average = 65%
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The European Internet consump5on
14.8 hours/week in
Northern Europe
14 hours/week in
Western Europe
16.1 hours/week in Central &
Eastern Europe
13.8 hours/week in
Southern Europe
EU average = 14.8hs
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of Internet users watch TV online
73%
*based on monthly use, since 2010 (EU10)
+ 10%*
Internet becomes ‘all consuming’ media device
65%
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of Internet users listen to radio online
67%
*based on monthly use, since 2010 (EU10)
+ 54%*
Internet becomes ‘all consuming’ media device
76%
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of Internet users read news online
91%
*based on monthly use, since 2010 (EU10)
+ 25%*
Internet becomes ‘all consuming’ media device
92%
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Internet everywhere by any means
Mediascope Europe 2012 shows how mulJple connected devices are impacJng online behaviour
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Increasing choice of Internet access
37% of all Internet users in Europe go online via more than one device
23%
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The alterna5ve ways of going online
13.3 hours spent online via computer each week, Predominantly used in the EVENING
9.4 hours per week spent, mainly DAY usage
Amongst users
12.8 hours
4.7 hours
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48% of Europeans use the internet whilst they watch TV
*since 2010 (EU15)
+ 56%*
Media mul5-‐tasking means more ac5ve consumers
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TV and Internet mul5-‐tasking across Europe
59% in Northern
Europe
58% in Western Europe
44% in Central &
Eastern Europe
39% in Southern
Europe
EU average = 48%
56%
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67% of European tablet users watch TV whilst they are online on a tablet
TV and Internet multitasking – time spent
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TV and Internet multitasking – time spent
per week spent watching TV and using the internet at the same time
2.8 hrs
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Rela5onship between content consump5on on TV and online
33%
of online acJvity related to the TV programme people are watching*
*base: online European mul5taskers with TV
26%
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Entertainment 63%
Rela5onship between content consump5on on TV and online
Programme Genre likely to be watching
News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13%
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Entertainment 63%
Rela5onship between content consump5on on TV and online
Programme Genre likely to be watching Southern Europe
News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13%
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Entertainment 63%
Rela5onship between content consump5on on TV and online
Programme Genre likely to be watching
Central & Eastern Europe
News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13%
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Entertainment 63%
Rela5onship between content consump5on on TV and online
Programme Genre likely to be watching
Western Europe
News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13%
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Entertainment 63%
Rela5onship between content consump5on on TV and online
Programme Genre likely to be watching
Northern Europe
News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13%
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Brand rela5onships grow via digital touchpoints
Mediascope Europe 2012 showing how brand relaJonships are growing via digital touchpoints
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Benefits users get via digital
3% Since 2010 Based on EU10
81% of all European Internet users state the internet helps them manage their lifestyle
80%
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Internet influence on purchase decisions for products
51% of all European Internet users state the internet helps them choose beKer products /service
28% follow their favourite brands online
50%
27%
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€187,990 million spent online in Europe across a 6 month period
13 is the average number of purchases made per person in Europe across a 6 month period
€544 is the average amount spent per person in Europe across a 6 month period
%s Among Social Networking users
Spend online
8
€319
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Consumers connec5ng via mul5ple touch-‐points
Smart phone users:
→ 48% are interested in locaJon-‐based vouchers
→ 41% are interested in downloading a mobile phone app
→ 32% are interested in QR codes
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The Internet influences people’s percep5ons of brands and products, although this could be further maximised
The Internet is increasingly becoming the choice for consump5on of other media – TV, radio, newspapers
Accessing the internet is no longer solely via tradi5onal computer with people accessing more and more via mobiles, tablets and games consoles
Increasingly people are watching TV and using the internet at the same 5me, growing tablet ownership levels will only drive this media convergence higher
To summarise
What’s next?
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More themes to explore
→ The internet is an entertainer and enabler
→ Connec5vity via mobile phones increasing engagement
→ Consumers have instant access to informa5on at their finger5ps
→ Internet enriches consumer communica5on
→ Online plays a key func5on in the purchase funnel, online and offline
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Accessing the data
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