Hungary Launch Presentation Summary

2012

@IABEurope #Mediascope

IAB Europe Research

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Introduction

• 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.

• It is a unique example of cross industry collaboration, led by IAB Europe and supported by many leading media companies, local IABs and other trade associations.

• Established in 2003, Mediascope Europe launched its 8th wave of research in 2012.

• The following presentation provides an introduction to the study and a snapshot of the results from Hungary; a full presentation is available.

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Presentation agenda

Main Findings

→ 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

→ Instant access to information at consumers fingertips

→ Internet enriches consumer communication

→ Online plays a key function in the purchase funnel

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Background

• Mediascope Europe is a comprehensive media consumption study covering the diverse European market with over 50,000 consumer interviews.

• 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 was conducted in Hungary by IMAS International (500) Questback/GMI (1,000)

Hungary

Italy

Russia

Spain

Portugal

France

Turkey

Poland

Belgium

UK

Switzerland

Denmark

Sweden

Norway

Germany

Netherlands

Finland

Ukraine

Bulgaria

Romania

Ireland

Greece Slovenia

Croatia

Slovakia

Serbia Austria

Czech Republic

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Mediascope Europe – Local Sponsors – Hungary

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The Media evolution

5.8m Hungarians are online

Total adult Hungary population of 8.5 million

Base : All Respondents (Omnibus) n=500

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The Internet evolution

Hungarian Internet users spend on average

13.1hrs online per week

68% of all Hungarians 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=500, All internet

users n=340

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The Hungary media consumption landscape

Penetration

Online 68%

Radio 76%

Newspapers 68%

Magazines 47%

TV 95% EU: 95%,

WE:94%, NE:95%, SE:97%, CEE:95%

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

EU: 64%, WE:82%, NE:85%, SE:68%, CEE:48%

EU: 62%, WE:70%, NE:82%, SE:59%, CEE:56%

EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39%

Base : All Respondents (Omnibus) n=500

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Online 13.1hrs

Radio 14.4hrs

Newspapers 4.1hrs

Magazines 3.5hrs

TV 14.5hrs

The Hungary media consumption landscape

Hours per week used

EU: 16.8 WE:16.0, NE:14.0, SE:16.7, CEE:17.7

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

EU: 12.7 WE:13.4, NE:13.5, SE:10.6, CEE:12.9

EU: 4.6 WE:4.8, NE:4.9, SE:4.2, CEE:4.6

EU: 4.0 WE:4.0, NE:3.6, SE:3.5, CEE:4.2

Base : All TV Viewers (Omnibus) n=897, All Newspaper

readers n=545, All Magazine readers n=341, All Radio

listeners 635, All Internet users n=340

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Internet becomes ‘all consuming’ media device

8% watch TV online at least daily A further 22% watch TV at least weekly

of Hungarian Internet users watch TV online at least monthly

43% EU: 73% WE:67% NE:81% SE:65% CEE:81%

Base : All Internet users (Online) n=996

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Internet becomes ‘all consuming’ media device

8% listen to the radio online at least daily A further 10% listen at least weekly

of Internet users listen to the radio online at least monthly

30%

36% read news online at least daily A further 21% read news at least weekly

of Internet users read news online at

least monthly 73%

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=996

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Internet everywhere by any means

3.2% of Hungarians use a Tablet to go online

Base : All Respondents (Omnibus) n=500

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Increasing choice of Internet access

Accessing the internet via the computer is the most popular method – Used by 5.7 million Hungarians (68% - EU:64%)

However 19% of all Internet users in Hungary (EU:37%) go online via

more than one device

Base : All Respondents (Omnibus) n=500, All internet

users n=340

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The alternative ways of going online

0.97m Hungarians go online using a mobile

0.28m Hungarians go online using a tablet

0.09m Hungarians go online using a games console

Base : All Respondents (Omnibus) n=500, All mobile

internet users n=57, All tablet internet users n=16, All

games console users n=5

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Media multi-tasking means more active consumers

49% of Hungarians are online whilst watching TV

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

Base : All TV Viewers (Online) n=897

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Relationship between content consumption on TV and online

Among Hungarians who watch TV and are online concurrently,

21%

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

EU: 33%

Base : All respondents (Online) n=1,007, All who use both

TV and internet at the same time n=667

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Brand relationships grow via digital touchpoints

46% of Hungarian Internet users agree that the way a brand communicates online is important

Base : All Internet users (Online) n=996

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Internet influence on purchase decisions for products

40% of all Hungarian Internet users state the internet helps them choose better products /service

EU: 51% WE:52% NE:46% SE:45% CEE:53%

Base : All Internet users (Online) n=996

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The internet is an entertainer and enabler

60% of Hungarians are online during the traditional primetime TV evening slot (EU:52%)

Base : All respondents (Omnibus) n=500

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Online is essential for entertainment

62% of all Hungarians are online during the weekend

60% of all Hungarians are online during the primetime evening TV slot EU: 52% WE:67% NE:74% SE:46% CEE:42%

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

Base : All respondents (Omnibus) n=500

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Connectivity via mobile phones increasing engagement

26% of Hungarians own a smartphone

EU: 44% WE:47% NE:50% SE:46% CEE:40%

Base : All Respondents (Online) n=1,007

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Instant access to information at consumers fingertips

36% of Hungarian Internet users visit news websites everyday

Base : All Internet users (Online) n=996

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Internet enriches consumer communication

99% of Hungary Internet users communicate through email

Base : All internet users (Online) n=996

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Communication with friends and family on Social media

of all Hungarian Internet users have used a personal or professional Social Media website EU: 81% WE:73%, NE:80%, SE:84%, CEE:87%

92%

Base : All internet users (Online) n=996

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Online plays a key function in the purchase funnel

€1,109 million was spent online in Hungary from September – February EU: €187,990m

Base : All purchasing online in last 6 months (Online)

n=781

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Purchasing online

84% of all Hungarian Internet users shop online EU: 87% WE:94%, NE:94%, SE:88%, CEE:80%

96% of all Hungarian Internet users research online for purchases EU: 96% WE:97%, NE:97%, SE:97%, CEE:93%

11% of all total shopping made is conducted online among Hungarian Internet users EU: 19% WE:24%, NE:16%, SE:15%, CEE:16%

%s Among Internet users

Base : All internet users (Online) n=996

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Products purchased

Most popular products purchased online

Holidays 24% Toiletries/ Cosmetics 11%

Books 45%

Electrical goods 33%

Concert, theatre or festival tickets 17%

Clothes and accessories 22% Travel tickets 23%

EU: 43%

EU: 38%

EU: 34%

EU: 28%

EU: 26%

EU: 32%

EU: 25%

Base : All internet users (Online) n=996

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The Internet influences people’s perceptions of brands and products, although this could be further maximised

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

Accessing the internet is no longer solely via traditional 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 time, growing tablet ownership levels will only drive this media convergence higher

To summarise

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Relationship between content consumption on TV and online

Among Brits who watch TV and are online concurrently,

28%

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

EU: 33%

Base: All respondents (Online) n=1,070, All who use both TV

and internet at the same time n=665

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The Internet influences people’s perceptions of brands and products, although this could be further maximised

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

Accessing the internet is no longer solely via traditional 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 time, growing tablet ownership levels will only drive this media convergence higher

Accessing the data

Find out more from IAB Europe or your local IAB

Subscribe and access Mediascope data!

Executive Summary and Data Presentations

Data in planning tools – e.g. Choices and IMS Clear

Decisions

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More Information

IAB Europe

mediascope@iabeurope.eu