Mediascope 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
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