ES ResultsES Results

June 2012

Presentation Agenda

1. Introduction→ Background→ Coverage and Methodology

2 Main Findings2. Main Findings→ 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→ The Internet is an entertainer and enabler→ Connectivity via mobile phones increasing engagement→ Instant access to information at consumers fingertips→ Internet enriches consumer communication→ Online plays a key function in the purchase funnel

2

Background

• As part of their research remit, the IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on thewidely 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 andconsumers 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→ Evolution of media multi‐tasking and emerging and evolving online media→ Video consumption, social media and e‐commerce

3

Coverage and Methodology

• Fieldwork took place in 28 markets in February 2012markets in February 2012

• An Omnibus + Online methodology was used across all countries totalling nearly

RussiaNorway

Finland

all countries totalling nearly 50,000 interviews

• The application of quotas ensured that representative Poland

Denmark

Sweden CzechRepublic

ensured that representative samples were achieved in each Market→ t d Hungary

UKGermany

Netherlands

Ukraine

Romania

IrelandSlovakia

→ quotas on age, gender, education and regional distribution were applied

Hungary

Italy

France

TurkeyBelgiumBulgaria

applied ItalySpain

PortugalSwitzerland

GreeceSlovenia

Croatia SerbiaAustria

4

The Media evolution

27 1m27.1mSpanish are onlinep

Total adult Spain population of 39.6 million

5

The Internet evolution

Increased 17% 68% since 2010 68%of all Spanish are 

li

Spanish Internet users

onlineEU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%  

Spanish Internet users spend on average 14.1hrs online per 

Increased 8% since 2010 

weekEU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1  

6

The Spanish media consumption landscape

Penetration

TV 97% 4% EU: 95%, WE 94% NE 95%

Online 68% 17%

TV 97% Since 2010* WE:94%, NE:95%, SE:97%, CEE:95%  

EU: 65%, WE:81% NE:87%Online 68% Since 2010*

R di 72% 6%

WE:81%, NE:87%, SE:61%, CEE:55%  

EU: 64%, Radio 72% 6%

Since 2010*

59% 5%

WE:82%, NE:85%, SE:68%, CEE:48%  

EU: 62%, Newspapers 59% 5%

Since 2010*

18%

WE:70%, NE:82%, SE:59%, CEE:56%  

EU: 48%,Magazines 27% 18%

Since 2010*

EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39%  

7

The Spanish media consumption landscape

TV 15 1hrs

Hours per week usedEU: 16.8 

WE:16 0 NE:14 016%

Online 14 1hrs

TV 15.1hrs WE:16.0, NE:14.0, SE:16.7, CEE:17.7  

EU: 14.8 WE 14 0 NE 14 8

8%

Since 2010*

Online 14.1hrs

R di 12 1hrs

WE:14.0, NE:14.8, SE:13.8, CEE:16.1 

EU: 12.7

Since 2010*

4%Radio 12.1hrs

4 1h

WE:13.4, NE:13.5, SE:10.6, CEE:12.9  

EU: 4.6 11%

4%Since 2010*

Newspapers 4.1hrs WE:4.8, NE:4.9, SE:4.2, CEE:4.6  

EU: 4.0

11%Since 2010*

N hMagazines 3.6hrsEU: 4.0 

WE:4.0, NE:3.6, SE:3.5, CEE:4.2  

No changeSince 2010*

8

Internet becomes ‘all consuming’ media device

68% EU: 73% WE:67% 

of Spanish Internet68% NE:81% 

SE:65% CEE:81% 

of Spanish Internet users watch TV online8% watch TV online at least dailyA further 21% watch TV at least weekly

online

9

Internet becomes ‘all consuming’ media device

of Internet users 62%EU: 67% WE:61%

10% listen to the radio online at least dailyA further 16% listen at least weekly

listen to the radio online62% WE:61% 

NE:67% SE:64% CEE:73% 

A further 16% listen at least weekly

Based on monthly use, the proportion of internet users listening to the radio online is up 15% since 2010 

of Internet users88% EU: 91% 

36% read news online at least dailyA further 21% read news at least weekly

of Internet users read news online88% WE:86% 

NE:94% SE:91% CEE:96% 

A further 21% read news at least weekly

10

Internet everywhere by any means

2 2m2.2mSpanish use a Tablet t lito go online

11

Increasing choice of Internet access

Accessing the internet via the computer is the most popular g p p pmethod – Used by 26.6 million Spanish (67% ‐ EU:64%)

However 35% of all Internet users in Spain (EU:37%) go online via moreHowever 35% of all Internet users in Spain (EU:37%) go online via more than one device

12

The alternative ways of going online

8.5m Spanish go online using a mobile→ 21% of Spanish (EU:21%)→ Increase in usage from 7% to 21%→ Spend on average 10 1 hours per

a mobile

→ Spend on average 10.1 hours per week (EU:9.4hrs)

→ 85% use their mobile to go online during the day

2.2m Spanish go online using a tablet

→ 5% of Spanish (EU:8%)→ Spend on average 8 hours per week 

(EU 9 3h )

using a tablet

(EU:9.3hrs)→ 68% use their tablet to go online in 

the evening

13

The alternative ways of going online

1.6m Spanish go online using a games console→ 4% of all Spanish (EU:6%)

a games console

14

Advancing technologies in household

ES

Home desktop computer 70% 62%

EU

WE:62%, NE:63%, SE 63% CEE 63%computer 70%

Laptop computer 63%62%56%

%

SE:63%, CEE:63%  

WE:68%, NE:77%, SE:58%, CEE:46%  

Netbook computer 10%Tablet Device 9%

14%9%

WE:16%, NE:11%, SE:16%, CEE:11%  

WE:13%, NE:13%, SE:7%, CEE:7%  

E‐Reader 5% 6% WE:10%, NE:2%, SE:3%, CEE:5%  

HDTV 33% 35% WE:50%, NE:48%, SE:32%, CEE:24%  

Internet enabled TV 17% 16% WE:19%, NE:20%, SE:12%, CEE:16%  

15

Media multi‐tasking means more active consumers

39% of Spanish are li hil

Increased 39% online whilst watching TV

77% since 2010 

EU: 48% WE:58% NE:59% SE:39% CEE:44% 

16

Relationship between content consumption on TV and online

2 hours per week across Spain (EU:2.8hrs) is spent watching TV and online at the same time 

Among Spanish who watch TV and are online concurrently, 

(13%  (EU:16%) of all time spent watching TV)

17% EU: 33%

state the online activity is likely to be related to the TV programme they are p g ywatching

17

Relationship between content consumption on TV and online

l k l b h ES

Entertainment 70%Programme Genre likely to be watching

News 50%63%61%

ES EUWE:65%, NE:62%, SE:71%, CEE:60%  

WE:52%, NE:47%, News 50%Documentary 32%Sport 27%

61%35%31%

5 %, %,SE:56%, CEE:70%  

WE:41%, NE:35%, SE:33%, CEE:31%  

WE 32% NE 27%Sport 27%Music 12%

31%27%

WE:32%, NE:27%, SE:28%, CEE:31%  

WE:28%, NE:21%, SE:23%, CEE:27%  

Lifestyle 6%Adverts/Advertising 15%

18%13%

WE:23%, NE:25%, SE:13%, CEE:14%  

WE:15%, NE:16%, SE:14%, CEE:10%  

18

Multi tasking by Internet device

Internet users via a Tablet in Spain are most likely to multi task compared to other userslikely to multi task compared to other users of other internet devices• Only 12% do not use any other device whilst being online on a tablet (EU 15%)whilst being online on a tablet (EU:15%)• 42% watch TV whilst online on a tablet (EU:67%)

Internet users via a Game console in Spain are least likely to multi task compared toare least likely to multi task compared to other users of other internet devices• 45% do not use any other device whilst being online on a games console (EU:34%)being online on a games console (EU:34%)

19

Brand relationships grow via digital touchpoints

36%ofSpanish Internet users agree that the way a36%of Spanish Internet users agree that the way a brand communicates online is important

20

Internet influence on brand choice and purchase decision

of all SpanishInternet users35%

of all Spanish Internet users41%Internet users 

are inclined to find out more about products they see advertised online

35% Internet users often visit the 

websites of my favourite brands41%

see advertised onlineEU: 46% WE:42% NE:34% SE:48% CEE:49% EU: 47% WE:35% NE:34% SE:45% CEE:59% 

of all Spanish Internet users state the way a 36%of all Spanish 

Internet users are more likely to 26%

brand communicates online is important in influencing my opinion of that brand

buy a product of a brand that they follow on a social networking site

pEU: 30% WE:19% NE:18% SE:29% CEE:42%  EU: 41% WE:31% NE:26% SE:41% CEE:51% 

21

Internet influence on purchase decisions for products

37%37%of all Spanish Internet users state h i h lthe internet helps them choose better products /serviceEU: 51% WE:52% NE:46% SE:45% CEE:53% 

22

Internet influence on purchase decisions for products

The Internet is important when deciding to purchase

Travel tickets 65% 57%SP EU

65%Electrical goods 47%Holidays 61%

57%57%53%

Mobile handsets/contracts 54%Financial products or services 34%

50%47%

Cars 41%Clothes and accessories 37%

44%41%

Insurance 42%Toiletries/ Cosmetics 29%

39%35%

Health products 24%Home furnishings 33%

35%35%

23

Consumers connecting via multiple touch‐points

Among all Spanish Smart phone users:

→ 67% are interested in location‐based vouchers (EU:48%)

→ 39% i d i d l di→ 39% are interested in downloading a mobile phone app (EU:41%)

→ 28% are interested in QR codes (EU:32%)

Among all Spanish Internet users:

→ 35% are interested in connecting via social networks (EU:38%)

→ 26% are interested in viewing video content as part of advertising campaigns (EU:30%)

/→ 18% are interested in uploading video/ images to a brand’s website advertising (EU:24%)

24

Benefits users get via digital

76% 41%36%EU: 81% WE:83% NE:85% SE 79%

EU: 44% WE:51% NE:62% SE 35%

EU: 43% WE:54% NE:61% SE 44%76%

of all Spanish Internet users state 

41%of all Spanish Internet users state the 

36%of all Spanish Internet users state 

SE:79% CEE:80% 

SE:35% CEE:40% 

SE:44% CEE:32% 

the internet helps them manage their lifestyle

internet helps them book holidays or make travel 

the internet helps them manage finances

3%Since 2010

yarrangement

13%Since 2010

61% of all Spanish Internet users state the internet 61% helps them keep in touch with friends or relativesEU: 63% WE:62% NE:66% SE:61% CEE:64% 

25

The internet is an entertainer and enabler

53%53%of Spanish are online during the traditional gprimetime TV evening slot (EU:52%)

26

Online is essential for entertainment

53% f ll S i h

60%of all Spanish are online during the primetime 

l 60% of all Spanish are

evening TV slotEU: 52% WE:67% NE:74% SE:46% CEE:42% 

of all Spanish are online during the weekend

60% 6% 83%EU: 60% WE:76% NE:83% SE:53% CEE:51% 

27

Online is essential for entertainment

Watch video clips 81%Listening to radio 67%

Entertainment Activities Ever Carried Out ES EUWE:77%, NE:86%, SE:83%, CEE:83%  

WE:61%, NE:67%, 

79%62% 15%Listening to radio 67%

Listening to music online 66%

, ,SE:64%, CEE:73%  

WE:52%, NE:65%, SE:66%, CEE:77%  

Watch a film 66% WE:52%, NE:60%, 

62%63%

15%Since 2010

63%Watch online TV 60%Watch live events 59%

WE:51%, NE:69%, SE:54%, CEE:68%  

WE:49%, NE:59%, SE:62% CEE:67%

Watch a film 66% SE:63%, CEE:80%  

56%61%

63%

a c e e e s 59%Music downloads 57%Online gaming 55%

SE:62%, CEE:67%  

WE:47%, NE:47%, SE:52%, CEE:69%  

WE:43%, NE:45%, SE:55% CEE:66%

61%50%54% 38%g g 55%

Use catch up or on demand TV 54%Download video clips 52%

SE:55%, CEE:66%  

WE:55%, NE:63%, SE:40%, CEE:57%  

WE:39%, NE:49%, SE:54% CEE:62%

54%51%52%

93%Since 2010*

Since 2010

p

Download a TV programme 46%

SE:54%, CEE:62%  

WE:38%, NE:45%, SE:44%, CEE:53%  

Download a film 51% WE:36%, NE:39%, SE:56%, CEE:63%  

48%61%

28

Podcasting 43% WE:37%, NE:42%, SE:45%, CEE:49%  45%

Uplift based on monthly usage levels

Connectivity via mobile phones increasing engagement

44%EU: 44% WE:47% NE:50%44%

of Spanish own a smartphone

NE:50% SE:46% CEE:40% 

smartphone

29

Activities carried out on mobile phones

CommunicationSend and receive emails 33%

Activities carried out on weekly basis

37%ES EU

Send and receive emails 33%Use a personal social network 23%Use a professional social network 11%

37%29%13%

Entertainment/InfoAccess internet sites through a browser 24%Download or listen to music 23%

33%28%

Download or use an app 20%Download or play games 16%

Use a mobile phone search engine 17%23%19%

27%

E C

Download or play games 16%Watch film, TV or video clips 11%Download film, TV or video clips 10%

19%16%16%

E‐CommerceSee advertising on an internet site/ app 10%Shop online via web browser 9%

17%11%

30

Shop online via an app 7% 9%

Instant access to information at consumers fingertips

36%36%of Spanish Internet users visit news websitesvisit news websites everyday

31

Websites visited

Top Websites used at least Daily Top Websites used at least Monthly

ES EU ES EU

News 71%Social media 40%News 36% Social media 72%Vid 14% Vid 66%

43%40%18%

78%70%67%

ES EU ES EU

Maps 60%Hobby 11%Banking and Finance 15% Banking and Finance 62%Video 14% Video 66%

15%16%18%

61%66%67%

Local information 56%Sports 13%Forums 9% Hobby 44%Jobs 14% Films 47%

12%11%11%

60%58%52%

Local information 10% Price Comparison Sites 36%Music 7% Music 43%

9%10%

49%52%

32

Websites visited more often

Uplift in Monthly use of websites since 2010

Banking & Finance 129%Personal Care 35%

Property 50%Games 7%Mobile Phones 50%50%

33

Internet enriches consumer communication

96%96%of Spanish Internet users communicate through emailcommunicate through email

34

Communicating online

T ti iti T ti iti i d t T ti iti i d t

93%

Top activities evercarried out

Top activities carried out  at least Daily

Top activities carried out  at least Monthly

Email 96% 80% 8%EU: 95%

WE:97%, NE:97%, EU: 74%

WE:77% NE:68%

EU: 93%WE:94%, NE:93%, 93%

63%

Email 96%

Instant message 78%

80%

32%

Since 2010

2%Since 2010

WE:97%, NE:97%, SE:97%, CEE:93%  

EU: 73%WE:63%, NE:65%, SE:79%, CEE:79%

WE:77%, NE:68%, SE:73%, CEE:72%  

EU: 24%WE:18%, NE:17%, SE:30% CEE:28%

SE:93%, CEE:91%  

EU: 54%WE:43%, NE:41%, SE:62%, CEE:62%  

35%Contribute to forums 59% 6% 21%Since 2010

SE:79%, CEE:79%  

EU: 62%WE:54%, NE:55%, SE:65%, CEE:69%  

SE:30%, CEE:28%  

EU: 9%WE:7%, NE:4%, SE:8%, CEE:12%  

,

EU: 38%WE:32%, NE:27%, SE:40%, CEE:44%  

36%Blogging 59% 7% 33%Since 2010

EU: 56%WE:43%, NE:49%, SE:63%, CEE:65%  

EU: 8%WE:5%, NE:8%, SE:10%, CEE:9%  

EU: 32%WE:25%, NE:28%, SE:41%, CEE:34%  

35

Communication with friends and family on Social media

f ll S i h84%of all Spanish Internet users have used a personal or professional S i l M di b itSocial Media websiteEU: 81%WE:73%, NE:80%, SE:84%, CEE:87% 

36

Communication with friends and family on Social media

Top activities carried out  at least Daily

Top activities carried out at least Monthly

Read emails I had received 70% Read emails I had received 87%

Read updates/ messages 43% Read updates/ messages 81%EU: 77% EU: 91%

EU: 42% EU: 80%

Posted an update 14% Posted an update 57%

Contacted someone specific 11% Contacted someone specific 49%EU: 22% EU: 63%

EU 17% EU 53%

44%10%

Played games 12% Commented on photos/ videos 50%Posted an update Posted an updateEU: 17% EU: 53%

EU: 17% EU: 49%

Uploaded photos/ videos 44%Commented on photos/ videos 10%

Updated my profile 7% Played games 41%EU: 10% EU: 49%

EU: 8% EU: 48%

Uploaded photos/ videos 5% Updated my profile 45%EU: 6% EU: 43%

%s Among Social Media users

37

Communications with brands on Social media

Top activities carried out at least Monthly

Top activities ever carried out

‘Liked’/ became a fan of a brand 66%

51%

‘Liked’/ became a fan of a brand 41%

16%

EU: 42% EU: 67%

Complained about a brand/product 58%

Complained directly to a company 51%Unfriended brand 16%

Complained about a brand/product 27%

EU: 20% EU: 52%

EU: 20% EU: 50%

Created group for favourite 30%

Unfriended brand 47%

Created group for favourite 12%

Complained directly to a company 17%EU: 19% EU: 47%

Created group to boycott brand/product

26%

Created group for favourite brand/product

30%

Created group to boycott brand/product

12%

Created group for favourite brand/product

12%EU: 16% EU: 32%

EU: 11% EU: 27%/p/p

%s Among Social Media users

38

Online plays a key function in the purchase funnel

€11,438 million€11,438 millionwas spent online in Spain from September – FebruaryEU: €187,990m

39

Purchasing online

97%of all Spanish Internet users research online for purchasespurchasesEU: 96%WE:97%, NE:97%, SE:97%, CEE:93% 

14% 89%14%of all total shopping 

of all Spanish Internet users shop online

pp gmade is conducted online among Spanish Internet users shop online

EU: 87%WE:94%, NE:94%, SE:88%, CEE:80% 

Internet usersEU: 19%WE:24%, NE:16%, SE:15%, CEE:16% 

%s Among Internet users

40

Spend online

€11,438 ,millionspent online in Spain across a 6 month periodEU: €187,990m

9is the average number of  €500gpurchases made per person in Spain across a 6 month period

€500is the average amount spent per person in Spain across a 6 6 month period

EU: 13 month periodEU: €544

%s Among Internet users/P6M purchasers

41

Products purchased

Most popular products purchased online

Books 25%Clothes and accessories 28%T l ti k t 46%

EU: 43%

EU: 38%

Holidays 36%Electrical goods 22%Travel tickets 46% EU: 34%

EU: 28%

EU: 32%

Toiletries/ Cosmetics 17%Concert, theatre or festival tickets 27%

EU: 26%

EU: 25%

42

Conversion rates

Products with highest conversionCDs 62% EU: 88%62%

Toys 59%

DVDs 73%Travel tickets 92%

EU: 88%

EU: 85%

EU: 83%

Books 58%Clothes and accessories 68%

Toys 59%

Concert theatre or festival tickets 93%

EU: 81%

EU: 78%

EU: 83%

EU 76%Concert, theatre or festival tickets 93%Toiletries/ Cosmetics 71%Electrical goods 63%

84%

EU: 76%

EU: 74%

EU: 70%

Car hire 92%Blu‐ray discs 67%Cinema tickets 84% EU: 70%

EU: 64%

EU: 67%

Sports equipment 50%Food/grocery shopping 67%

EU: 63%

EU: 63%

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To summarise

Accessing the internet is noThe Internet is increasingly becoming the choice for consumption of other media – TV

Accessing the internet is no longer solely via traditional computer with people accessing more and moreconsumption of other media  TV, 

radio, newspapersaccessing more and more via mobiles, tablets and games consoles

The Internet influences people’s perceptions of brands and products, 

Increasingly people are watching TV and using the internet at the samep

although this could be further maximised

and using the internet at the same time, growing tablet ownership levels will only drive this media convergence higherconvergence higher

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THANKS

IAB Europemediascope@iabeurope eumediascope@iabeurope.eu

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