Th D fi iti E M diThe Definitive European Media Consumption Study - Presentation for webit

Alison Fennah, Executive DirectorEuropean Interactive Advertising AssociationEuropean Interactive Advertising Association

Members

••

Consumer trends – Mediascope Europe

The basics

Media trends

Internet audiences

CContent online

Future media trends

THE BASICS

Mediascope Europe

UK 17%

France 18%Sweden 3%Norway 1%Denmark 2%6th consecutive year

10 European countries

Netherlands 5%

Belgium 3%

100% Europe

p

9095 people surveyed

Quotas on:

Spain 12%

100% EuropeQuotas on:age, gendereducation regional distribution within countries

Germany 23%One source measuring all major media

Italy 17%

Internet trends: going wireless

297m people across 10297m people across 10 countries studied

178m li (60%)178m online (60%)

143m h b db d143m have broadband80% of internet users48% of population

70m are wireless49% of BB users49% of BB users24% of total 16+ population

Women out number men online!

24% Germany, 43.3mwomen men

y

10% Spain, 18.4m 6% Dutch, 11.1m89 3m 88 7m

20% France, 34.4m

89.3m (57%)

+ 10% YoY

88.7m(64%)

+2% YoY

18% United Kingdom, 32.4m 2% Denmark3.7m

83% across 5 markets

11% Italy, 20m 3.5% Sweden

6.0m3.5% Belgium

5.8m

2% Norway3.0m

marketsItaly GermanyUK France Spain

MEDIA TRENDS

Internet, more media moving online

52%60% Media planning: 52% of internet users media mesh & 68% youth

29%

60% use the internet weekly 90% of youth

12 0 hours / week highest to dateTV 29%

Radio 27%

12.0 hours / week, highest to date

39% have 2+ PCs / laptops (home)

Top media:afternoons, 71% reachevening 75% reach, after TV

35% feel lost without their internet

Heavy internet users (hours per week)

Italy

13 4France

12 3Spain

12 1Denmark

12 1UK

13 5 35% feel lost without their internet13.4 12.3 12.1 12.113.5

Printed newspapers down, online up?

57%72% Media planning: 57% of news readers media mesh & 60% youth

72% read newspapers weekly

4.9 hours / week

59% news online, top category

T 2 d diTop 2nd media:mornings, 60% reachafternoons 49 % reach

11% feel lost without their newspaper

Heavy press readers (hours per week)

Italy

5 6Dutch

5 0Sweden

5 0Germany

4 9UK

5 6 11% feel lost without their newspaper5.6 5.0 5.0 4.95.6

Visual media, new advertising opportunities: online & mobileonline & mobile

?? ??

rs p

er w

eek 15.4 15.3 16.0

14.2

Watch TV, film, video clips online 27%

e nu

mbe

r of h

ou

, , p 27%Download films, TV, video clips 17%

On demand TV 11%

Ave

rage

Watch television(not through Internet)

2005 2006 2007 2008

Watch video / film clips on mobile 6%

[Base: All using each media (n=9095)]

2005 2006 2007 2008

INTERNET AUDIENCES

people online more… and they’re empowered

50 l h i t t50m people are heavy internetusers

3 in 10 heavy internet users

Keeping in touch

Holidays / travel

better product /service choice

73% 54% 51%3 in 10 heavy internet users

76% online 5 days + / week 84% for youth

Manage money

Health info Local gov’t info

73% 54% 51%

Heavy internet users (16 hours+ per week)

money

Environmental Manage life Giving to

46% 42% 39%39%16-24 12.9m12.9m

Environmental issues

Manage life changes

Giving to charity

35% 19% 14%

36%

22%

20%

32%

25-34

35-54

55+

Men

16.2m16.2m

28 4m28 4m

14.5m14.5m

6.4m6.4m

32%

25%

Men

Women

28.4m28.4m

22.3m22.3m

40m golden youth, 25-34 year olds:Internet on par with TV

+45% time online up 83% are online weekly Internet TV(since 2004)

+16% more time online (than rest of EU)

63% online everyday 6.0 days

5.9days

83% 82%83%use weekly

82%use weekly

13.9 hours/week

13.7 hours/weekhours/week hours/week

can’t live without it:

45% 27%44% online after 9pm

(20% more likely)

36% h li

86% have broadband

50%37% media mesh

TV - Internet 36% heavy online users50% wireless

CONTENT ONLINE

How are Europeans different online?

A tiB ki /Fi TV b it50%

Germany

12%Spain

Auction35%EU

Banking/Finance

75%Sweden

14%Italy

50%EU

61% 32%Sweden

TV websites5%Italy

15%EU

38% 27%

59%17%Music40% 50%17%

Price comparison

39% 42%technology

22% 36%42% 33% 20%59%France

17%Sweden

40%EU

50%Germany

17%Italy

39%EU

42%France

22%Denmark

36%EU

42% 33% 20%

64%Belgium

24%Italy

49%EU

Local info Film55%

France24%

Norway38%EU

Mobiles25%

Norway11%Dutch

19%EU

40% 31% 14%y

France

More LessMore96% Search

EU 84%

Less

19% Ratings & reviews92% Email

EU 79%

48% Social networking

EU 25%

9% On demand TVgEU 41%

60% Instant MessagingEU 36%

EU 11%

27% VOIPEU 17%

29% Blogginggg gEU 17%

Spain

More LessMore47% social networking

EU 41%

Less63% Search

EU 84%

41% IMEU 36%

EU 84%

71% emailEU 79%

32% watch TV / Film/ video clipsEU 27%

37% Music downloadsEU 26%

27% Radio listeningEU 30%

EU 26%

30% download film /videoEU 17%

20% Podcasting20% PodcastingEU 13%

United Kingdom

MoreMore23% On demand TV

EU 11%EU 11%

38% Ratings & reviewsEU 25%EU 25%

31% Creating personal profilesprofilesEU 20%

And what about mobile?

30% Bluetooth

15% send/receive email

10% view internet sites

7% IM 19% use their6% watch video/ film

3%

19% use their mobile to communicate without talking!

3% social networking email, IM, social networking

The future - media multi-tasker?

Why they’re important?

Media multi-taskers account for 47% of e-Commerce

spend across 10 countries studied€43bn

Where are they?

47%

53%

53%

53%

19%21%EU Average30%27%

26%7%22%

16%

% of total population who use TV and internet simultaneously

Evolution…the consumer

The media multi-tasker has grown almost

40% since 2006

Landscape; Empowerment…

Media multi-taskers are

50%50%more likely to feel better equipped

for lifestyle changes comparedto their non multi-tasking

counterparts

Q22c Which of the following do you feelyou have been able to do more of as a result of using the internet ?

Habits…

…are evolving, the multi-taskers now spend equal amounts of time between TV and Internet……the traditional ‘prime time’ evening slot is diversifying

06:00

10 00to

10:00

17 30to

21:00

06 00to

17:30

21 00to

76%

10:00 17:30 06:00

75%TV and internet media multi-taskersNon TV and internet media multi-taskers

21:00

26% 30%

49%

76%

38%

49% 50%43%

62%54%

39%

75%

25%

57%

50% 53% 39%

25%

57%

26%17%15%

5%15%9% 13%

25%

'When you wake up' (6am - 10am) 'During the Day' (10am - 5.30pm) 'During the Evening' (5.30pm - 'During the Night' (9pm - 6am)

26%16%

9pm)

Watch TV Read Newspapers Read Magazines Listen to Radio Use the InternetQ1b. What times of the day do you typically…during week?

Emphasis…

14.9 15.7TV / Internet MMTs

12.6

10.4

Non-MMTs

Hours per weekHours per week on each medium

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

Communicating…

53%TV / Internet MMTs

33%19%

31%

Non-MMTs

Communicating via Social

Create social Networkingvia Social

NetworkingNetworking

profile

Q7b. Which of the following types of web activities do you use at least once a month?

‘Word of Web’…WOW

30%TV / Internet MMTs

31% 24%

22%20% 13%

forums

ratings and reviews

blogginggg g

Non-MMTs

Q1b. Which of the following types of web activities do you use at least once a month?

Informed…

Choose better products…p

46%MMTs Non-MMTs

46%

Q20c. Which of the following do you do you feel you have been able to do more of as a result of using the internet?

Variety…

Travel tickets 57%

…all categories are now considered purchases, not just high ticket

Travel tickets 57%Non multi-taskers = 45%

Books 41%Non multi-taskers = 36%

90% of media multi-taskers shop online vs. 80% of those who do not multi-task

Electrical goods 41%Non multi-taskers = 27%

Clothes 41%Clothes 41%Non multi-taskers = 27%

Concert/theatre/festival tickets 41%Non multi-taskers = 30%

Holidays 40%Non multi-taskers = 32%

Q16. Ever bought online any of the following products/services?

Right person, right time, right message

Webmail check

Browses f /

Streams O li Vid

Mobile internet on way to work

check

Checks

favourite / bookmarked

sites Surfing / Online

Online Video

6am 11pm

way to work news shopping

p

Trust…

…established brand names are however still very important for multi-taskers

Q5h. Which of the following to do you consider to be an important source of information when researching or considering a product or service?

SUMMING UP

Summary

Technology is an enabler in all aspects of consumers lives

Consumers are better informed than ever before

Multiple ‘touchpoint’ opportunities now existMultiple touchpoint opportunities now exist

Concurrent media usage offers the opportunity to build frequency

Right time, right place with the right message

Opportunity to take your brand across media and develop a message likeOpportunity to take your brand across media and develop a message like never before

KNOWING THE CONSUMER IS PARAMOUNTKNOWING THE CONSUMER IS PARAMOUNT

THANKS ☺

EIAAEIAAafennah@eiaa.net