tablets(creang(new(relaonships(with(consumers( bullen · 2018-06-14 · 4 mediascope(objec+ves(•...
TRANSCRIPT
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Tablets Crea+ng new Rela+onships with Consumers Bulle+n
November 2012
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Presenta+on Agenda
1. Introduc+on → Mediascope Monthly Bulle+ns and Reports
2. Bulle+n Contents → Mediascope objec+ves, methodology and sample → An analysis of the use of Tablets by Europeans, the transfer of tradi+onal media consump+on to tablets, when they are used and how they are mul+-‐tasked and what tablet users expect in terms of brand rela+onships and adver+sing and their purchase paJerns -‐ Data from Mediascope Europe
3. Case study references from IAB UK, Nielsen and Orange 4. For further informa+on
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About this Bulle+n
This bulle+n brings you an analysis of tablet users media usage habits. It will reveal how tablets are changing the way people consume tradi+onal media and what tablets are being used for. The data comes from IAB Europe’s Mediascope study. Further informa+on on methodology can be found at: hJp://www.iabeurope.eu/research/mediascope-‐europe/about-‐mediascope.aspx The presenta+on also includes links to some insighVul case studies and further informa+on on how to become a member of IAB Europe.
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Mediascope Objec+ves
• The broad aim of this study is to capture the different ways in which consumers are developing across Europe and assess their similari+es and differences → This work iden+fies changing media consump+on paJerns at total popula+on level in online, radio,
TV, mobile, newspapers and magazines and carry out a deep dive into digital media consump+on and e-‐commerce – all across mul+ple markets
→ The study includes the evolu+on of media mul+-‐tasking and emerging and evolving online media including internet use via mobiles, tablets and game consoles
→ Video consump+on, social media and e-‐commerce are inves+gated in depth to give a rounded picture of the interac+ve consumer
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Methodology & Sample
• Fieldwork took place in all markets in February 2012
• An Omnibus + Online methodology was used across all countries totalling 51,700 interviews → An omnibus study was completed to get answers to 5 key
metric ques+ons looking at internet, radio, TV, mobile, newspapers and magazines use and the omnibus methodology was a mix of CATI and face-‐to-‐face interviews, depending on what is most appropriate for the market
→ Online fieldwork was conducted to deep dive into the online behaviours of internet users -‐ including video consump+on, social media and e-‐commerce
• The applica+on of quotas ensured that representa+ve samples were achieved in each Market → quotas on age, gender, educa+on and regional distribu+on
Market Online Omnibus
Europe – EU 28,500 23,200 Austria – AT 1,000 1,000 Belgium – BE 1,000 500 Bulgaria – BG 1,000 500 Croa+a – HR 1,000 500
Czech Republic -‐ CZ 1,000 500 Denmark – DK 1,000 500
Finland – FI 1,000 500 France – FR 1,000 1,000
Germany – DE 1,000 1,000 Greece – GR 1,000 500
Hungary – HU 1,000 500 Ireland – IE 1,000 1,000
Italy – IT 1,000 1,000 Netherlands – NL 1,000 500
Norway – NO 1,000 1,000 Poland – PL 1,000 1,000
Portugal -‐ PT 1,000 1,000 Romania – RO 1,000 1,000
Russia – RU 1,500 3,000 Serbia – SR 1,000 500
Slovakia – SK 1,000 500 Slovenia – SI 1,000 500 Spain – ES 1,000 1,000
Sweden – SE 1,000 500 Switzerland – CH 1,000 500
Turkey – TR 1,000 1,000 Ukraine -‐ UA 1,000 1,200
United Kingdom – UK 1,000 1,000
Sample Sizes
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DefiniNon of a tablet user: Use the internet via a tablet device
Monday-‐Sunday
Base: (Omnibus) All internet users; n=15,2990
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European tablet users spend 9.3 hours a week accessing the
internet via tablets
Base: (Omnibus) All who use tablets to access the internet, n=1,683
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Base: (Omnibus) All TV viewers, n=21,911; all newspaper readers, n=14,989; all magazine readers, n=11,361; all radio listeners, n=15,741; all internet users, n=15,290 & All tablet users who watch TV,
n=1,618; read newspapers, n=1,247; read magazines, n=1,074; listen to radio, n=1,401; use internet, n=1,683
Tablet users spend more +me online & less +me watching TV
(Hours spent Mon-‐Sun))
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Tablet users consume ‘tradi+onal media’ digitally
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• 91% visit news websites★ (index vs internet users: +16%) • 38% everyday (European Internet Users 40%)
• 68% watch TV online★ (index vs internet users: +39%) • 31% everyday (European Internet Users 12%)
• 43% listen to the radio★ (index vs internet users: +4%) • 11% everyday (European Internet Users 11%)
Base: (Online) All tablet users, n=2,850; All internet users, n=27,446
Tablet users consume ‘tradi+onal’ media digitally
*Websites visited/ac+vi+es undertaken daily/weekly/monthly
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Two thirds use their tablets to go online during the evening
06.00-‐10.00 10.00-‐17.30 17.30-‐ 21.00
21.00-‐ 06.00
Base: (Omnibus) All who use tablets to access the internet, n=1,683
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Tablet users like to media mulN-‐task
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• 56% also go online when they listen to the radio*
• 36% via a tablet
• 54% also go online when they watch TV*
• 40% via a tablet
• 30% also go online when they read magazines*
• 18% via a tablet
• 29% also go online when they read newspapers* • 19% via a tablet
Base: (Online) All tablet users who watch TV, n=,2,612; who listen to radio n=2,106; who read magazines n=1,655; who read newspapers n=1,901
Tablet users like to media mul+-‐task
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Tablet users use the internet during a third of their TV viewing +me
Base: (Online) All tablet users who watch TV, n=2,612
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Tablet users want to connect digitally with brands
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• 49% are interested in connec+ng with brands via social networks (index vs European internet users: +30%)
• 43% via QR codes you scan using a mobile (index: +25%)
• 50% via loca+on based vouchers (index: +24%)
• 50% via playing games as part of adver+sing campaigns (index: +99%)
• 44% via playing games on a brands website (index: +85%)
Tablet users want to connect digitally with brands
Base: (Online) All tablet users, n=2,850
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• Tablet users made an average of 22.8 purchases in 6 months (15.1 for European internet users)
• 7.7 in one month (5.2 for European internet users)
• Tablet users spent an average of 718 euros in 6 months (544 for European internet users)
• 175 euros in one month (148 for European internet users)
Base: (Online) All internet users, n=27,446; All tablet users, n=2,850
Tablet users buy and spend more online
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For the Full Report please access the Consumer Behaviour or Mobile & Tablet Sec+on of IAB Europe’s Knowledge Bank: hJp://www.iabeurope.eu/knowledge-‐bank/knowledge-‐bank.aspx Complementary Case Studies also found in our Knowledge Bank: • IAB UK: Tablet Ad Formats Study • IAB UK: Three Device Lives Study • Nielsen: AdverNsing Reach and Engagement amongst Tablet Users • Orange: Exposure 2012-‐2013 To sign up for membership if you are not already a member: hJp://www.iabeurope.eu/join-‐us.aspx For more informa+on on Mediascope please contact [email protected]
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