docMediascope Europe 2012 - Pan-European Launch
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Mediascope Europe 2012 - Pan-European Launch
Pan-European Launch Presentation Summary May 2012 Presentation Agenda 1. Introduction → Background → Coverage and Methodology 2. Findings → → → → The Media Evolution Internet everywhere by any means Media multi-tasking means more active consumers Brand relationships grow via digital touchpoints 2 Background • As part of their 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 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 3 Coverage and Methodology • Conducted since 2003 • 28 markets in February 2012 Finland Russia Norway • Omnibus + online Sweden Denmark • Over 50,000 interviews Ireland Poland Ukraine UK Slovakia Germany • Quotas on age, gender, education and regional distribution Czech Republic Netherlands Romania Hungary France Bulgaria Belgium Turkey Spain Slovenia Italy Greece Portugal Switzerland Austria Croatia Serbia 4 The media evolution 426.9m of Europeans are online Total adult European population of 652.1million 5 The European media consumption landscape Penetration TV 95% +1%* Online 65% +19%* Radio 64% +3%* Newspapers 62% -6%* Magazines 48% +12%* *Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO 6 The European media consumption landscape Hours per week used TV 16.8hrs +11%* Online 14.8hrs +15%* Radio 12.7hrs Newspapers 4.6hrs -2%* Magazines 4.0hrs +3%* *Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO 7 Internet becomes ‘all consuming’ media device 73% of Internet + 10%* users watch TV online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 8 Internet becomes ‘all consuming’ media device 67% of Internet + 54%* users listen to radio online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 9 Internet becomes ‘all consuming’ media device 91% of Internet + 25%* users read news online *Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 10 Internet everywhere by any means 50.9m of Europeans use a Tablet to go online 11 Increasing choice of Internet access 50.9m 415.7m 139.2m 40.7m Europeans using internet via each device weekly 12 The alternative 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 13 The alternative ways of going online 9.3 hours per week spent, mainly EVENING usage 6.8 hours per week spent, Predominantly used in the EVENING Amongst users 14 Increasing choice of Internet access 37% of all Internet users in Europe go online via more than one device A combination of computer and mobile is the most widely used approach 15 Media multi-tasking means more active consumers 48% of Europeans use the internet whilst they watch TV + 56%* *since 2010 (EU15 - UK, FR, DE, IT, ES, NL, BE, DK, SE, NO, PL, PT, RU, CH, TR) 16 TV and Internet multitasking across Europe 59% in Northern Europe 44% 58% in Central & Eastern Europe in Western Europe 39% in Southern Europe Western Europe = UK, FR, DE, BE, CH, NL, AT, IE Northern Europe = NO, SE, DK, FI Southern Europe = ES, IT, PT, GR Central and Eastern Europe = BG, HR, CZ, HU, PL, RO, RU, RS, SK, SI, TR,UA 17 Relationship between content consumption on TV and online 33% of online activity related to the TV programme people are watching* *base: online European multi-taskers with TV 18 Brand relationships grow via digital touchpoints 41% of European Internet users agree that the way a brand communicates online is important 19 Internet influence on purchase decisions for products 51% of all European Internet users state the internet helps them choose better products /service 20 Spend online €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 21 Key study themes → → → → → → → → → 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 Consumers have instant access to information at their fingertips Internet enriches consumer communication Online plays a key function in the purchase funnel, online and offline 22 Mediascope Europe – Pan-European Sponsors 23 Mediascope Europe – Western Europe Sponsors AUSTRIA BELGIUM FRANCE IRELAND GERMANY UK SWITZERLAND 24 Mediascope - Northern & Southern European Sponsors DENMARK FINLAND GREECE PORTUGAL ITALY SPAIN 25 Mediascope Europe – Central & Eastern European Sponsors BULGARIA CROATIA HUNGARY CZECH REPUBLIC POLAND RUSSIA 26 Mediascope Europe – Central &Eastern European Sponsors SERBIA ROMANIA SLOVAKIA SLOVENIA TURKEY UKRAINE 27 The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. Thanks ☺ For more information [email protected] www.iabeurope.eu @IABEurope #Mediascope Get involved and use it!
