2. 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
3. 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
4. Coverage and Methodology
• Conducted since 2003
• 28 markets in February 2012 Finland
Norway Russia
• Omnibus + online Sweden Czech
Republic
Denmark
Poland
• Over 50,000 interviews
Ireland Ukraine
UK
Germany Slovakia
• Quotas on age, gender, Netherlands Romania
education and regional Hungary
France
distribution Bulgaria
Belgium Turkey
Italy
Spain Slovenia
Greece
Portugal
Switzerland Austria Croatia Serbia
4
6. The European media consumption landscape
Penetration
TV 95% +1%*
Online 65% +19%*
Radio 64% +3%*
-6%*
Newspapers 62%
Magazines 48% +12%*
*Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO
6
7. 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
8. 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
9. 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
10. 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
12. Increasing choice of Internet access
50.9m
139.2m
415.7m
40.7m
Europeans using internet via each device weekly
12
13. 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
14. 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
15. 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
16. Media multi-tasking means more active consumers
48%
of Europeans use
the internet whilst + 56%*
they watch TV
*since 2010 (EU15 - UK, FR, DE, IT, ES, NL, BE, DK, SE, NO, PL, PT, RU, CH, TR)
16
17. TV and Internet multitasking across Europe
59%
in Northern
Europe
58% 44%
in Central &
in Western
Europe Eastern 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
18. 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
19. Brand relationships grow via digital touchpoints
41% of European Internet users agree that the way
a brand communicates online is important
19
20. Internet influence on purchase decisions for products
51%
of all European Internet
users state the internet
helps them choose better
products /service
20
21. Spend online
€187,990
million
spent online in Europe
across a 6 month period
13
is the average number of
purchases made per
€544
person in Europe across is the average amount spent per
person in Europe across a 6
a 6 month period
month period
21
22. 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
24. Mediascope Europe – Western Europe Sponsors
AUSTRIA BELGIUM FRANCE
IRELAND
GERMANY
UK
SWITZERLAND
24
25. Mediascope - Northern & Southern European Sponsors
DENMARK FINLAND GREECE
PORTUGAL
ITALY
SPAIN
25
26. Mediascope Europe – Central & Eastern European Sponsors
BULGARIA CROATIA HUNGARY
CZECH REPUBLIC
POLAND
RUSSIA
26
27. Mediascope Europe – Central &Eastern European Sponsors
SERBIA SLOVAKIA
ROMANIA
SLOVENIA
TURKEY UKRAINE
27
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Thanks ☺
For more information
mediascope@iabeurope.eu
www.iabeurope.eu
@IABEurope
#Mediascope
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