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EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

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EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate. Presentation Agenda. 1.Introduction Research Objective Methodology & Sample 2.Main Findings Pan-European View of Media Consumption Pan-European Time Spent Using Media - PowerPoint PPT Presentation

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Page 1: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

EIAADigital Women report

Pan-European ResultsMarch 2006

Conducted bySPA/Synovate

Page 2: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Presentation Agenda1. Introduction

Research Objective

Methodology & Sample

2. Main Findings

Pan-European View of Media Consumption

Pan-European Time Spent Using Media

Pan-European Broadband Penetration

Pan-European Website Usage & Web Activities

Impressions of Media

3. Conclusions

Page 3: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Research ObjectivesOVERALL PROJECT OBJECTIVEOVERALL PROJECT OBJECTIVE

The broad aim of this study is to measure and track changes in media consumption patterns by women across Europe. This work will show when, why and how often women 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 women across Europe. This work will show when, why and how often women are

using different media – in particular usage of the Internet for content, communication and commerce

Page 4: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

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 (3667 Women) interviews across 10 European countries

7,016 (3667 Women) interviews across 10 European countries

TOTAL SAMPLETOTAL SAMPLE

Methodology & Sample NordicsSweden – 337(170 Women)Norway – 334 (175 Women)Denmark – 333 (169 Women)

Germany – 1,000 (522 Women)

Italy – 1,004 (516 Women)

Spain – 1,004 (520 Women)

France – 1,001 (520 Women)

UK – 1,003 (532 Women)

BeneluxBelgium – 500 (270 Women)

Netherlands – 500 (273 Women)

Page 5: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

7,016 (3667 Women) 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 (3667 Women) interviews making the results extremely robust at the total EU & Norway level.

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

Women sample size of 3,667 provides accurate data to ± 1 – 1.6% 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: EU & Norway

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%

Page 6: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

PAN EUROPEAN MEDIA CONSUMPTION: Focus on Women

Page 7: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Shattering the myths…

Online isn’t male biased due men driving takeup of technology

Women with children can be reached online

Women aren’t elusive and specialist, using different environments from men

Page 8: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Women driving online growth in Europe

Number of men online in Europe static

Women growing 8%

Greatest growth from UK, Spain, France & Benelux

Page 9: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Q1a,2a,3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?

40%

66%

52%

40%

14%

48% 49%43%

76%

58%

47%

17%

57%

69%

Women 16-24 25-44 45-54 55+ With Children YoungProfessionals

(25-34)2004 2005

Women Sector Growth

Page 10: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Q1a,2a,3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?

40%

66%

52%

40%

14%

48% 49%43%

76%

58%

47%

17%

57%

69%

Women 16-24 25-44 45-54 55+ With Children YoungProfessionals

(25-34)2004 2005

Women Sector Growth

+8%

+15%

+12%+18%

+21%

+19%

+41%

Page 11: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Women’s Time Spent Using Media

15.1

13.5

7.6

5.24.4

16.015.2

9.2

5.24.2

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

Page 12: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Women’s Time Spent Using Media

15.1

13.5

7.6

5.24.4

16.015.2

9.2

5.24.2

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 +6% +13%

+21%

- -5%

Page 13: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Time Spent Using The Internet

8.8

10.2

9%

10%

0

2

4

6

8

10

12

2004 2005

Nu

mb

er o

f h

ou

rs p

er w

eek

9.8

11.1

10%

11%

0

2

4

6

8

10

12

2004 2005

Nu

mb

er o

f h

ou

rs p

er w

eek

WomenWomen MenMen

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

7.6

9.2

8%

9%

0

2

4

6

8

10

12

2004 2005

Nu

mb

er o

f h

ou

rs p

er w

eek

EU & NorwayEU & Norway

16% Increase16% Increase 21% Increase21% Increase 13% Increase13% Increase

Page 14: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

7.6 7.6

9.7

8.07.6

8.6

6.47.0

9.2

11.410.5

9.99.1 8.7

7.97.5

EU &Norway

France Spain UK Nordics Benelux Italy Germany

2004 2005

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

Av

era

ge

nu

mb

er

of

ho

urs

pe

r w

ee

kWomen’s Internet Usage by Country

Page 15: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

7.6 7.6

9.7

8.07.6

8.6

6.47.0

9.2

11.410.5

9.99.1 8.7

7.97.5

EU &Norway

France Spain UK Nordics Benelux Italy Germany

2004 2005

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

Av

era

ge

nu

mb

er

of

ho

urs

pe

r w

ee

kWomen’s Internet Usage by Country

+21%+24%

+7%

+50%

+23%

+8%+1%+20%

Page 16: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

7.6 7.9 7.58.3

6.57.4 7.4

9.2

11.5

9.1 9.0

6.7

9.1 9.3

Women 16-24 25-44 45-54 55+ Women withChildren

YoungProfessionals

(25-34)

2004 2005

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

Av

era

ge

nu

mb

er

of

ho

urs

pe

r w

ee

kWomen’s Sector Growth

Page 17: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

7.6 7.9 7.58.3

6.57.4 7.4

9.2

11.5

9.1 9.0

6.7

9.1 9.3

Women 16-24 25-44 45-54 55+ Women withChildren

YoungProfessionals

(25-34)

2004 2005

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

Av

era

ge

nu

mb

er

of

ho

urs

pe

r w

ee

kWomen’s Sector Growth

+21%

+46%

+21% +8%

+3%

+23% +26%

Page 18: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Weekly Media Consumption: WomenQ1b. What times of the day do you typically…during the week?

[Base: All female respondents using each type of media]

51

6

27

75

27

12

39

24

47

9

16

42

49

55

13

28

64 61

48

13

0

20

40

60

80

100

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

'During the Night' (9pm - 6am)

(%)

Watch TV Read Newspapers Read Magazines

Listen to Radio Use the Internet

Page 19: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

PAN EUROPEAN BROADBAND PENETRATION

Page 20: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

22% growth in Women on Broadband

50

61

44

34

7 5

2004 2005

Yes No Don't know/Refused

QC3. Thinking about the place where you use the internet most often, do you have a broadband connection?

%

[Base: All female internet users in Central Europe: 2005: 1042, 2004: 978, 2003: 880]

Page 21: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Broadband Penetration: Women

EU & Norway

UK

Germany

France

Italy

Spain

Benelux

Nordics

[Base: All female internet users, 1686]

61

65

44

77

55

61

57

75

QC3. Thinking about the place where you use the internet most often, do you have a broadband connection? (A connection with a speed of at least 500kbps)

PENETRATION %PENETRATION %

EU & Norway

UK

Germany

France

Italy

Spain

Benelux

Nordics

45

57

28

60

71

44

28

57

LIKELY TO GET BROADBAND IN THE FUTURE %LIKELY TO GET BROADBAND IN THE FUTURE %

QC4. Do you intend to upgrade to broadband some time in the future?

[Base: All female non-broadband internet users, 544]

Female AverageFemale Average

2005200520052005

Page 22: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

PAN EUROPEAN WEBSITE USAGE AND WEB ACTIVITIES

Page 23: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

78

56 53 5346 45 42 38

33 30 30 29 27 24 24 22 19 17 16 16 15 156 5 2

84

84

75

49

25

39

15

37

24

4641

14 13

5

19

46

2020

33

45

61

44

6

0

44

37

49

0

25

50

75

100

Searc

h en

gines

Email

Travel

Holiday

s

News

Local i

nform

atio

n

Banking a

nd Fin

ance

Shopping

Musi

c

Health

Jobs

Auction

Films

Wom

en's

site

s

Family

& k

ids

Price

Comparis

on

Proper

ty

Sports

Mobile

phones

Games

Technolo

gy

Cars o

r moto

ring TV

Adult Conte

nt

Dating

Betting/G

amblin

g

Women Men

Q7a. Which of the following types of websites do you visit at least once a month?

(%)

Websites Visited: Women vs. Men

[Base: All female internet users: 1686, all male internet users: 1914]

Page 24: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Q7A. Which of the following website or websites, if any, do you visit at least once a month?

Websites visited by Women

5343 39

34 3022 22

16 15 143

4542

38

30 30 29

19 17 15

5

56

0

25

50

75

100

Travel

Banking a

nd Fin

ance

Shopping

Musi

cJo

bs

Auction

Films

Sports

Mobile

phones

Cars o

r moto

ring

Dating

(%)

2004 2005

TRAVEL UP 6%TRAVEL UP 6%

BANKING & FINANCE UP 5%BANKING & FINANCE UP 5%

SHOPPING UP 8%SHOPPING UP 8%

AUCTIONS UP 36%AUCTIONS UP 36%

FILMS UP 32%FILMS UP 32%

MUSIC UP 12%MUSIC UP 12%

Page 25: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

24

20

1512 12 11

9 8 8 7

30

29

24

20

1514

13 1312 12

10

32

0

10

20

30

40

InstantMessaging

Musicdownloads

Listening tothe radio

Forums On-linegaming

Visitingchatrooms

TV and filmvideo

downloads

Blogging P2P Filesharing

Podcasting Makingtelephone

calls

Women EU

Q7b. Which of the following web activities do you undertake at least once per month?

(%)

[Base: All internet users: 3600, all female internet users: 1686]

Web Activities: Women vs. EU & Norway

Page 26: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

STRENGTHS OF THE INTERNET

Page 27: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

“Can get what you want quickly & saves you time”

80%

22%18% 17%

11%

The Internet Newspapers Television Radio Magazines

[Base: All 2004 female respondents who use all media 672]

Page 28: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

“Has what you want when you want it”

67%

28% 27% 25% 24%

The Internet Television Newspapers Magazines Radio

[Base: All 2004 female respondents who use all media 672]

Page 29: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

“Are media that puts you in control”

52%

41%

29%26%

22%

The Internet Newspapers Television Radio Magazines

[Base: All 2004 female respondents who use all media 672]

Page 30: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

“Are media that keeps you ahead of the game”

61%

44%41%

30%

20%

The Internet Television Newspapers Radio Magazines

[Base: All 2004 female respondents who use all media 672]

Page 31: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

“Feature advertising from forward thinking brands”

60%

55%

40%

29%

23%

Television The Internet Magazines Newspapers Radio

[Base: All 2004 female respondents who use all media 672]

Page 32: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

“Are good for when your brain is most active”

60%

52%

29%25% 24%

Newspapers The Internet Magazines Radio Television

[Base: All 2004 female respondents who use all media 672]

Page 33: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

“Place you can lose yourself”

42%

37%

28% 27%

12%

Television The Internet Radio Magazines Newspapers

[Base: All 2004 female respondents who use all media 672]

Page 34: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

CONCLUSIONS

Page 35: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

Although online growth is slowing, this isn’t true of female audiences

Women with kids and young professionals driving growth

Internet is 3rd biggest medium and 2nd in prime time

Female audiences aren’t elusive or specialist!

Attitudinally online and TV derives positive perceptions from key statements

Key Takeouts