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Ljubljana, 27th November 2008 Katja Zužič, Web Research Manager Matej Mrevlje, Data Processing Manager. How has the era of internet influenced our media consumption and lifestyles? Consumer insight for Adria region. H OW HAS OUR DAILY LIFE CHANGED IN THE ERA OF INTERNET ?. - PowerPoint PPT Presentation
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How has the era of internet influenced How has the era of internet influenced our media consumption and our media consumption and
lifestyles? lifestyles? Consumer insight for Adria regionConsumer insight for Adria region
Ljubljana, 27th November 2008
Katja Zužič, Web Research ManagerMatej Mrevlje, Data Processing Manager
2HOW HAS OUR DAILY LIFE CHANGED IN THE ERA OF INTERNET?
Oh, so they have internet on computers now!
3SOURCE OF DATA
»Single-source« research about
Product and brand usage
Consumer opinions, free time activities and purchasing habits
Reading, listening, viewing and usage of other media
Sociodemographic characteristics of respondents
Interviewing method and sample size
Self-completion of questionnaires in households
Multistratified, random sample, based on statistical regions
Annual average data are based on app. 8.000 respondents per country
Target group
Potential respondents are individuals aged from 15 to 75
Regions and frequency
Continuously from the second half of year 2000, half-year intervals
Slovenia, Croatia and Serbia (it is also possible to gain data from 59 other countries around the world)
4
CHANGES IN SOCIO-CHANGES IN SOCIO-DEMOGRAPHIC PROFILE OF DEMOGRAPHIC PROFILE OF
INTERNET USERS…INTERNET USERS…TREND ANALYSISTREND ANALYSIS
5
55%
31%30%
25%27%
21%22%
67%64%
58%
54%50%
46%49%
40%38%
36%33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2003 2004 2005 2006 2007 2008/01
Serbia Slovenia Croatia
INTERNET PENETRATION
6INTERNET USERSAge profile
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
(CRO) (SLO) (CRO) (SLO) (CRO) (SLO)
15 - 34 35 - 54 55+
2003 2004 2005 2006 2007 2008/01
Internet users are slightly above average MALES no differences in gender structure through years
7
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
(CRO) (SLO) (CRO) (SLO) (CRO) (SLO)
(un)finished elementary shool vocational or high school college, university degree or more
2003 2004 2005 2006 2007 2008/01
INTERNET USERSEducation profile
Among SLO and CRO internet users: increase of married users
Decrease of single users among SLO internet users, while increase among CRO internet users
?
8
CHANGES IN INTERNET CHANGES IN INTERNET USAGE…USAGE…
TREND ANALYSISTREND ANALYSIS
9INTERNET USAGELocation
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
cro slo cro slo cro slo cro slo
at home at work at school / university elsewhere
2003 2004 2005 2006 2007 2008/01
10
0%
20%
40%
60%
80%
100%
CRO SLO CRO SLO CRO SLO CRO SLO
daily weekly monthly less often
2004 2005 2006 2007 2008/01
INTERNET USAGEFrequency
0%
20%
40%
60%
80%
100%
SLO CRO SER SLO CRO SER SLO CRO SER SLO CRO SER
less than 5 hours 5 - 9 hours 10-19 hours 20 hours or more
2005 2006 2007
11
SOME CHANGES IN LIFESTYLE…SOME CHANGES IN LIFESTYLE…TREND ANALYSISTREND ANALYSIS
12
0%
10%
20%
30%
40%
50%
2004 2005 2006 2007 2008/01
Serbia Croatia Slovenia
LIFESTYLEGeneral population
“When I need information the first place I check is the internet”
Yahoo (CRO)
Google (SLO)
Najdi.si
SiOL.net
Yahoo (SLO)
Google (CRO)
0%
20%
40%
60%
80%
100%
2003 2004 2005 2006 2007 2008
13LIFESTYLEGeneral population
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
cro slo cro slo cro slo
Shopping over the internet makes mylife easier
I often check things on the internetbefore making a purchase
You have to be careful about the qualityof things you buy over the internet
2006 2007 2008/01
BUT: increasing trust in internet among internet users
14
CHANGES IN MEDIA CHANGES IN MEDIA CONSUMPTION…CONSUMPTION…
TREND ANALYSISTREND ANALYSIS
15MEDIA CONSUMPTION
TV: no significant changes…
WOM: no significant changes…
OUTDOOR: no significant changes…
DAILIES: no significant changes…
THOUGH
significant changes for…
16MEDIA CONSUMPTIONCinema
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
2003 2004 2005 2006 2007 2008
total population internet users
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
2003 2004 2005 2006 2007 2008
17MEDIA CONSUMPTIONMonthlies
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
2003 2004 2005 2006 2007 2008
total population internet users
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
2003 2004 2005 2006 2007 2008
Comparable decrease also for:
supplements direct mail books!
18
Have these consumers passed over to the internet?
Where can we find them?
On-line watching TV
Blogging
Chatting
E-news
…MEDIA CONSUMPTION
increase in…
19MEDIA CONSUMPTIONE-news
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
24ur.com Rtvslo.si Delo.si Dnevnik.si Finance.si Vecer.si
2004 2005 2006 2007 2008/01
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
www.24sata.hr Index.hr Vecernji-list.hr www.jutarnji.hr Dnevnik.hr
2004 2005 2006 2007 2008/01
20
WHO ARE CURRENT INTERNET USERS?WHO ARE CURRENT INTERNET USERS?HOW CAN WE TARGET THEM?HOW CAN WE TARGET THEM?
21
30,8%
67,4%
54,6%
1.700.000
1.050.000
1.880.000
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
Serbia Slovenia Croatia
pen
etra
tio
n (
%)
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
1.800.000
2.000.000
nu
mb
er o
f u
sers
(es
tim
atio
n)
penetration number of users (estimation)
INTERNET USAGE
22
52,6%
47,4%
22,6%
21,1%
19,5%
21,1%
12,7%
3,0%
8,18%
63,10%
28,70%
67,4%
23,1%
22,3%
36,3%
29,2%
12,3%
46,9%
15,6%
11,1%
17,7%
33,5%
54,0%
2,8%
4,1%
51,9%
48,1%
28,6%
22,0%
23,9%
15,8%
6,2%
3,4%
25,2%
57,7%
17,0%
54,8%
24,4%
17,7%
33,1%
38,1%
11,1%
54,4%
10,6%
7,8%
21,2%
39,4%
54,0%
2,0%
2,5%
53,8%
46,2%
26,0%
22,9%
23,4%
16,4%
8,9%
2,4%
24,0%
58,9%
17,1%
30,7%
69,3%
14,8%
28,9%
38,6%
17,8%
57,5%
7,5%
7,5%
24,4%
32,7%
58,7%
1,3%
3,0%
men
women
15 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 75
elementary school or less
vocational or high school
college, university or more
urban
rural
Level 1 (Top 10%)
Level 2 (Next 20%)
Level 3 (Next 30%)
Level 4 (Next 40%)
working
unemployed
retired
student
single
married / living as married
widowed
divorced
gend
erag
eed
ucat
ion
sett
lem
ent
type
SE
Lw
orki
ng s
tatu
sm
arita
l sta
tus
SERBIA CROATIA SLOVENIA
INTERNET USERS PROFILESocio - demographic characteristics
23INTERNET USERS PROFILELifestyle
Like to experience different holidays and traveling abroad
Try to keep up with development and technology
Visiting cinema, eating in restaurants
Going out to night clubs
Friends more important than family
Adventurous, ambitious
Like to stand out and image oriented
Like the idea of being different
Spending evenings outside
Spending money on personal cosmetics
Buying fashionable clothes and spending a lot of money on them
Ambitious, adventurous, dress up in a young fashion
Follow trends
Search for profitable ways of investing money; thing about their work during free time
Try to experiment
Visiting cinema
Spending money on personal cosmetics and clothes
Dress up in a young fashion; like following trends
Keep up with the innovations in communication technology and are first to accept new technological gadgets
Ambitious, adventurous, like going out
Like trying new things
24INTERNET USAGEPurpose
News
Downloading mp3
Research
Weather forecast
Sport
Business information
Forums
Employment
Health information
Financial services
Playing online games
Shopping
SLO CRO SER
Substantial increase of on-line banking in last few years
25INTERNET ACTIVITIES
0%
20%
40%
60%
80%
100%
Srbija Croatia Slovenia
0%
10%
20%
30%
40%
50%
blogging chatting onlinegambling
onlinedating
makingtelephone
calls
visiting adultweb sites
onlinegambling
chatting
Slovenia Serbia
26THE FUTURE OF INTERNET
The Internet has been the most fundamental change during my lifetime and for hundreds of years. Someone the other
day said, "It's the biggest thing since Gutenberg," and then someone else said "No, it's the biggest thing since the
invention of writing." (Rupert Murdoch)
I am much more optimistic about the prospects of the Internet and what it means for human civilization. I think it will enhance liberal education as never before, and more likely to usher in a new enlightenment than to cause the
death of civilization. (Larry Sanger)
…and we will track the future with TGI
