Mediascope Europe

The Digital Generation

Pan-EuropeanMay 2006

Conducted bySPA/Synovate

Presentation Agenda

1. Introduction

Research Objective

Methodology & Sample

2. Main Findings

Mobile Phone Ownership

Mobile Phone Usage

Time Spent by Media

Media Meshing

Attitudes Towards Advertising

3. Conclusions

Research ObjectivesOVERALL PROJECT OBJECTIVEOVERALL PROJECT OBJECTIVE

The broad aim of this study is to measure and track changes in media consumption patterns by various demographic and psychographic

segments. This work will show when, why and how often people are using different media – in particular usage of the Internet for content,

communication and commerce

The broad aim of this study is to measure and track changes in media consumption patterns by various demographic and psychographic

segments. This work will show when, why and how often people are using different media – in particular usage of the Internet for content,

communication and commerce

Within each territory quotas were set to ensure our sample was representative of each market. Quotes were applied on:

Age, gender, income level, education and regional distribution within countries

Within each territory quotas were set to ensure our sample was representative of each market. Quotes were applied on:

Age, gender, income level, education and regional distribution within countries

7,016 interviews across 10 European countries7,016 interviews across 10 European countries

TOTAL SAMPLETOTAL SAMPLE

Methodology & SampleBenelux

Belgium - 500

Netherlands - 500

NordicsSweden - 337Norway - 334Denmark - 333

Germany – 1,000

Italy – 1,004

Spain – 1,004

France – 1,001

UK – 1,003

7,016 Computer Aided Telephone Interviews (CATi) were conducted by Synovate on behalf of SPA and the EIAA in 9 EU countries and Norway

Fieldwork took place in all territories between 1st-28th September 2005

Interviews length ranged from between 25-30 minutes

This wave of the EIAA European Media Consumption Study comprises 7,016 interviews making the results extremely robust at the total EU & Norway level.

a sample size of 7016 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level

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

quotas on age, gender, income level, education and regional distribution

Results 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

Methodology & Sample

Benelux Nordics 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%

Benelux Nordics 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%

The Digital Generation are embracing media convergence…

16-24 year olds spend more time online than any other demographic

Over a third are using new methods such as the mobile phone to surf the net

Nearly all 16-24 year olds in Europe own a mobile phone

MOBILE PHONE OWNERSHIP

Mobile Phone Ownership Q7c. Do you have a mobile phone?

100% 98% 95% 95% 95% 93% 93% 93%88% 87% 87%89%

81% 76% 74%

88%79% 77% 76% 78%

70%76%

Sweden Ita

ly

Germ

any

Spain

Norway

Belgi

um

Nethe

rlands

EU & N

orway

Denm

ark

Franc

e UK

16-24s Country Average

EU & NORWAY vs. 16-24 YEAR OLDS

MOBILE PHONE USAGE

46%

33%24% 23%

19% 18% 16% 14% 13%9% 5%

30%

19%15%

10% 9% 7% 6%12%

4% 4% 3% 3%

62%

Taken

pho

tos/

vide

o cl

ips

Sent p

ictu

re/v

ideo

mes

sage

Downlo

aded

ringt

ones

Used m

obile

WAP se

rvic

es

Surfe

d in

tern

et s

ites

Liste

ned to

the r

adio

Downlo

aded

gam

es

Sent/r

ecei

ved em

ails

Downlo

aded

musi

c

Wat

ched

vid

eo/fi

lm c

lips

Mad

e a

video

cal

l

Downlo

aded

sof

twar

e ap

plica

tions

16-24s EU & Norway

Mobile Service Usage: EU & Norway

Q7d. In addition to making phone calls and sending text messages, which of the following activities have you undertakenusing your mobile/PDA/Blackberry?

[Base: All respondents aged 16-24 with mobile/PDA/Blackberry]

EU & NORWAY vs. 16-24 YEAR OLDS

3.4 3.3 2.9 2.8 2.5 2.3 2.32.1 2.1 2 2.21.6 1.8 1.6

0

1

2

3

4

5

Listen to music

Take photos/record video clips

Listen to the Radio

Send & receive emails

Watch video/film clips

Surf the Internet

Watch TV

Me

an

Sc

ore

16-24s EU & Norway

Likelihood to use Mobile/PDA/Blackberry function in future

Q7ei. One a scale of 1-5 where 1 means very unlikely and 5 means very likely, how likely are you to listen to music/watch video or film clips/take photos or record video clips/surf the internet/listen to the radio/watch TV/send and/or receive emails via your mobile/PDA/Blackberry?

EU & NORWAY vs. 16-24 YEAR OLDS

TIME SPENT BY MEDIA

Time Spent Using Media

12.611.3

10.3

4.5 4.5

13.912.7 12.6

4.2 4.1

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

2004 2005

Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the radio/using the internet?

Av

era

ge

nu

mb

er

of

ho

urs

pe

r w

ee

k

16-24 YEAR OLDS

+10% +12%+22%

-7% -9%

Time Spent Using The Internet

8.8

10.2

9%

10%

0

5

10

15

2004 2005

Nu

mb

er o

f h

ou

rs p

er w

eek

16-24 Year Olds16-24 Year Olds

Q5a In a typical week how long do you spend using the internet?

10.3

12.6

10%

13%

0

5

10

15

2004 2005

Nu

mb

er o

f h

ou

rs p

er w

eek

EU & NorwayEU & Norway

16% Increase16% Increase

22% Increase22% Increase

EU & NORWAY

10.2

12.6

11.9

11.1

9.2

11.9

6.9

EU + NorwayAverage

16-24 yearolds

16-34 yearolds

Men Women Broadband Dial up

Time Spent OnlineH

ou

rs

Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?

EU & NORWAY BY DEMOGRAPHIC

Time Spent Online

16.0 15.9 15.313.6 13.1 13.0 12.7 12.6 12.1

10.79.1

Franc

e

Belgi

um

Denm

ark UK

Sweden

Nethe

rlands

Spain

EU & N

orway

Norway

Ger

man

yIta

ly

Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the radio/using the internet?

Av

era

ge

nu

mb

er

of

ho

urs

pe

r w

ee

k

16-24 YEAR OLDS

MEDIA MESHING

High attention to Internet as Primary Medium Q5b-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?

When Mainly Watching TVWhen Mainly Watching TV When Mainly Using the InternetWhen Mainly Using the Internet

6%

5%

28%

18%

27%

8%

MAGAZINE

NEWSPAPER

RADIO

INTERNET

TV

24%

27% TVMAGAZINE

RADIO

NEWSPAPER

INTERNET

40%

32%

16-24 YEAR OLDS

High attention to Internet as Primary Medium Q5b-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?

When Mainly Watching TVWhen Mainly Watching TV When Mainly Using the InternetWhen Mainly Using the Internet

3%

3%

11%

18%

27%

6%

MAGAZINE

NEWSPAPER

RADIO

INTERNET

TV

28%

24% TVMAGAZINE

RADIONEWSPAPER

INTERNET

29%

21%

EU & NORWAY

Media Meshing

28% of 16-24 year olds in EU & Norway use the Internet whilst they watch TV, well above the European average of 11%.

16-24 year olds are also likely to read newspapers (24%) and magazines (27%) while they are watching TV.

Around 40% of 16-24 year olds listen to the radio whilst surfing the net. 32% could have TV on in the background

Media Meshing more pronounced amongst 16-24s

Attitudes towards Advertising

16-24 year olds are very positive when it comes to online advertising

The internet is considered the second most effective form of advertising amongst 16-24 year olds

16-24 year olds are embracing media convergence

93% of 16-24 year olds in Europe have a mobile phone well above the European average of 76%

39% have used there mobile phone to surf the internet and send and receive emails and many non-users plan to use these features in the near future

16-24s spend approximately 3 more hours online a week than the average European

This Digital Generation is more prone to Media Meshing

Conclusions