Alison Fennah - Mediascope Europe 2012 from IAB

Alison Fennah, VP Research & Marke5ng IAB Europe Diggit 7th June @IABEurope #Mediascope

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Background

•  As part of its 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 similari5es and differences →  Iden5fy changing media consump5on paKerns →  Evolu5on of media mul5-‐tasking and emerging and evolving online

media →  Video consump5on, social media and e-‐commerce

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Presenta5on Agenda

1.  Introduc5on

→ Coverage and Methodology → Sponsors

2.  First Glimpse of Findings → The Media Evolu5on → Internet everywhere by any means → Media mul5-‐tasking means more ac5ve consumers → Brand rela5onships grow via digital touchpoints

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Coverage and Methodology

•  28 markets in February 2012

•  Omnibus + online

•  Over 50,000 interviews

•  Quotas on age, gender, educa5on and regional distribu5on

Hungary

Italy

Russia

Spain

Portugal

France

Turkey

Poland

Belgium

UK

Switzerland

Denmark

Sweden

Norway

Germany

Netherlands

Finland

Ukraine

Bulgaria

Romania

Ireland

Greece Slovenia

CroaJa

Slovakia

Serbia Austria

Czech Republic

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Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and

other trade associa5ons

* The study is produced with the support of members and non-‐members of IAB Europe and in the case of non-‐members this does not imply any rela5onship with IAB Europe other than that of Mediascope Europe sponsor

Mediascope Europe -‐ Sponsors

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Mediascope Europe – Local Sponsors -‐ Slovenia

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The media evolu5on

426.9m of Europeans are online

Total adult European popula5on of 652.1million

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The European media consump5on landscape

*Based on EU10

PenetraJon

Online 65% 19% Since 2010*

Radio 64% 3% Since 2010*

Newspapers 62% 6% Since 2010*

Magazines 48% 12% Since 2010*

TV 95% 1% Since 2010*

96%

77%

85%

71%

51%

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Online 14.8hrs 15% Since 2010*

Radio 12.7hrs

Newspapers 4.6hrs 2% Since 2010*

Magazines 4.0hrs 3% Since 2010*

TV 16.8hrs 11% Since 2010*

The European media consump5on landscape

Hours per week used

*Based on EU10

12.1 hrs

13.6 hrs

15.4 hrs

4.1 hrs

3.5 hrs

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The European TV consump5on

14 hours/week in

Northern Europe

16 hours/week in

Western Europe

17.7 hours/week in Central &

Eastern Europe

16.7 hours/week in

Southern Europe

EU average = 16.8hs

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The European radio consump5on

85% in Northern

Europe

82% in Western Europe

48% in Central &

Eastern Europe

68% in Southern

Europe

EU average = 64%

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The European newspapers consump5on

82% in Northern

Europe


56% in Central &

Eastern Europe

59% in Southern

Europe

EU average = 62%

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The European Internet consump5on

87% in Northern

Europe


55% in Central &

Eastern Europe

61% in Southern

Europe

EU average = 65%

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The European Internet consump5on

14.8 hours/week in

Northern Europe

14 hours/week in

Western Europe

16.1 hours/week in Central &

Eastern Europe

13.8 hours/week in

Southern Europe

EU average = 14.8hs

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of Internet users watch TV online

73%

*based on monthly use, since 2010 (EU10)

+ 10%*

Internet becomes ‘all consuming’ media device

65%

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of Internet users listen to radio online

67%


+ 54%*


76%

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of Internet users read news online

91%


+ 25%*


92%

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Internet everywhere by any means

Mediascope Europe 2012 shows how mulJple connected devices are impacJng online behaviour

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Increasing choice of Internet access

37% of all Internet users in Europe go online via more than one device

23%

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The alterna5ve 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

12.8 hours

4.7 hours

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48% of Europeans use the internet whilst they watch TV

*since 2010 (EU15)

+ 56%*

Media mul5-‐tasking means more ac5ve consumers

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TV and Internet mul5-‐tasking across Europe

59% in Northern

Europe


44% in Central &

Eastern Europe

39% in Southern

Europe

EU average = 48%

56%

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67% of European tablet users watch TV whilst they are online on a tablet

TV and Internet multitasking – time spent

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TV and Internet multitasking – time spent

per week spent watching TV and using the internet at the same time

2.8 hrs

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Rela5onship between content consump5on on TV and online

33%

of online acJvity related to the TV programme people are watching*

*base: online European mul5taskers with TV

26%

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Entertainment 63%


Programme Genre likely to be watching

News 61% Documentary 35% Sport 31% Music 27% Lifestyle 18% Adverts/Advertising 13%

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Entertainment 63%


Programme Genre likely to be watching Southern Europe


28

Entertainment 63%



Central & Eastern Europe


29

Entertainment 63%



Western Europe


30

Entertainment 63%



Northern Europe


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Brand rela5onships grow via digital touchpoints

Mediascope Europe 2012 showing how brand relaJonships are growing via digital touchpoints

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Benefits users get via digital

3% Since 2010 Based on EU10

81% of all European Internet users state the internet helps them manage their lifestyle

80%

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Internet influence on purchase decisions for products

51% of all European Internet users state the internet helps them choose beKer products /service

28% follow their favourite brands online

50%

27%

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€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

%s Among Social Networking users

Spend online

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€319

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Consumers connec5ng via mul5ple touch-‐points

Smart phone users:

→ 48% are interested in locaJon-‐based vouchers

→ 41% are interested in downloading a mobile phone app

→ 32% are interested in QR codes

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The Internet influences people’s percep5ons of brands and products, although this could be further maximised

The Internet is increasingly becoming the choice for consump5on of other media – TV, radio, newspapers

Accessing the internet is no longer solely via tradi5onal computer with people accessing more and more via mobiles, tablets and games consoles

Increasingly people are watching TV and using the internet at the same 5me, growing tablet ownership levels will only drive this media convergence higher

To summarise

What’s next?

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More themes to explore

→  The internet is an entertainer and enabler

→  Connec5vity via mobile phones increasing engagement

→  Consumers have instant access to informa5on at their finger5ps

→  Internet enriches consumer communica5on

→  Online plays a key func5on in the purchase funnel, online and offline

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Accessing the data

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Technology

Alison Fennah - Mediascope Europe 2012 from IAB