Inspiration and Insight for Digital Leaders IAB FORUM 2015 DigiScope CEE, Tенденции в потреблението на медиите, навици на потребителите в диджитал и тяхното влияние за покупка., Жанет Найденова, лидер на работната група „Проучвания“

1. digitalSCOPE’2014digitalSCOPE’2014 IAB Forum Bulgaria 2015 | 31st of March 2015 | Sofia
MEDIA CONSUMPTION
i n d i g i t a l s o c i e t y
digitalSCOPE
2014
Janet Naydenova
Leader of RESEARCH Group
IAB Bulgaria

2. digitalSCOPE’2014
Participants
2
Central &
South-Eastern
Europe
(C/SEE)
Bulgaria
Macedonia
Poland
Romania
Serbia
Slovakia
Slovenia
Turkey
ABOUT THE STUDY

3. digitalSCOPE’2014
Communication
Media Partners
Local Research Institute
Project Partners
Leadership Local Project Management

4. digitalSCOPE’2014
TABLE OF CONTENTS
4
Methodology
Media usage
Online devices
Multi-screening
Activities online
Consumer Journey Online
Purchase potential
Key Results

5. digitalSCOPE’2014
Methodology
5
Technique: CAWI (Computer Assisted Web Interviewing)
Recruitment: Real Time Sampling, Run On Site: inventory of media partners
Reach in online population 16+: 83% (source: Gemius Bulgaria)
Fieldwork: 14th Oct. – 8th Nov. 2014
Research institute: MindTake
Researched population: Above 15 years old
Sample: N=6 285, representative, weighted
Weighting: Gender, age and internet usage frequency (basing on Eurostat)
Bulgaria

6. digitalSCOPE’2014
Media USAGE
6
To guarantee representativeness of the researched
sample and comparability between countries,
digitalSCOPE data were weighted with regard to
internet usage frequency. Eurostat data were used as a
point of reference.

7. digitalSCOPE’2014
0
1
2
3
4
5
0 5 10 15 20 25
0
1
2
3
4
5
0 5 10 15 20 25
Media usage – summary
7
internet
radio
TV
(Y) Average number of hours per typical day
(X) Average number of days per month
Average time and frequency
estimated on the basis of
declarative questions: M3, U5, O1,
O3 (see: next slides)
All internet users
%
magazines
newspapers
Bulgaria C/SEE



8. digitalSCOPE’2014
Access to media – frequency
8
Qs:
M3. How often do you use
internet?*
U5. How often do you use…
[LIST OF TRADITIONAL
MEDIA]?
All internet users
%
* Weighted according to
Eurostat data
73
73
38
15
8
13
10
13
25
16
3
3
8
12
20
11
7
21
27
35
8
20
22
22
0 25 50 75 100
internet
traditional TV
traditional radio
traditional newspapers
traditional magazines
Daily, almost daily Weekly Monthly Less often Never
Bulgaria


9. digitalSCOPE’2014
Daily access to media
9
Qs:
M3. How often do you use
internet?* – ’a few times a day’
+ ’every day or almost every
day’
U5. How often do you use…
[LIST OF TRADITIONAL
MEDIA]? – ’a few times a day’
+ ’every day or almost every
day’
All internet users
%
* Weighted according to
Eurostat data
73
73
38
15
8
66
62
38
28
13
0 25 50 75 100
internet
traditional TV
traditional radio
print newspapers
print magazines
Bulgaria C/SEE

10. digitalSCOPE’2014
Daily time spent per media
10
Qs:
O1. On an average day that
you use internet, how much
time do you spend online?
O3. On an average day that
you use the following media,
how much time do you spend
with: [LIST OF TRADITIONAL
MEDIA]
Filtered: media users
(excluding ’never’)
%
0 10 20 30 40 50 60 70 80 90 100
internet
traditional TV
traditional radio
traditional newspapers
traditional magazines
> 5 hrs 4-5 hrs 3-4 hrs 2-3 hrs
1-2 hrs 30-60 mins < 30 mins hard to say
Bulgaria

11. digitalSCOPE’2014
Time slots online
11
Q:
O2. In which time slots do you
mostly access internet on the
typical weekday/ weekend?
Multi-response question,
recalculated to 100%
Filtered: internet users
accessing internet on
weekdays/weekends
%
0
10
20
30
40
50
07:00 - 9:00 9:00 - 12:00 12:00 - 16:00 16:00 - 19:00 19:00 - 24:00 24:00 - 07:00
typical weekday typical weekend
Bulgaria

12. digitalSCOPE’2014
Online devices
’Smartphone’ includes declarations prompted with
the following features:
• tactile screen or qwerty keyboard,
• ability to use:
• internet,
• navigation,
• applications,
• social networking services.
12

13. digitalSCOPE’2014
0
2
4
6
8
10
12
14
16
18
0 10 20 30 40 50 60 70 80
0
2
4
6
8
10
12
14
16
0 10 20 30 40 50 60 70
E-media usage – summary
13
portable PC
stationary PC
tablet
(Y) Average number of days per month spent online
(X) Penetration of devices
Frequency estimated on the
basis of declarative
question: U3 (see: next
slides)
All internet users
%
smartTV
traditional mobile phone
Bulgaria C/SEE

smartphone
game console


14. digitalSCOPE’2014
Access to devices
14
Q:
U1. What electronic devices do
you use at least from time to
time?
All internet users
%
* TV device = TV decoder, set-
top-box with an online
connection (e.g. Blu-Ray)
66
65
46
30
28
13
12
8
4
69
63
45
21
24
13
22
5
8
0 25 50 75 100
smartphone
portable PC
stationary PC
traditional mobile phone
tablet
smart TV
TV device*
e-reader
game console
Bulgaria C/SEE

15. digitalSCOPE’2014
Access to internet – frequency
15
Q:
U3. How often do you use
internet in the following
devices?
Filtered: device users
%
80
79
76
57
50
48
28
0 25 50 75 100
smartphone
portable PC
stationary PC
tablet
smart TV
trad. mobile phone
game console
Daily, almost daily Weekly Monthly Less often Never
Bulgaria

16. digitalSCOPE’2014
Daily access to internet
16
80
79
76
57
50
48
28
75
73
70
54
42
43
19
0 25 50 75 100
smartphone
portable PC
stationary PC
tablet
smartTV
traditional mobile phone
game console
Bulgaria C/SEE
Q:
U3. How often do you use
internet in the following
devices? – ’a few times a day’
+ ’every day or almost every
day’
Filtered: device users
%

17. digitalSCOPE’2014
Multi-screening
Multi-screening index is a synthetic indicator
based on questions covering various simultaneous
behaviors – both between internet and traditional
TV (TV+WEB) and between various devices
connected to the web (WEB+WEB).
17

18. digitalSCOPE’2014
Multi-screening
18
Qs:
MS1. How often – when using
internet – do you watch
traditional television (without
access to internet), e.g. TV is in
the background?
MS2. How often do you use
internet in a few devices at the
same time (e.g. you are surfing
in computer and checking your
email in your phone)?
MS3. How often - when watching
traditional television (without
access to internet) – do you use
internet in the following devices?
All internet users
%
92
86
65
87
75
65
0 25 50 75 100
TOTAL
TV + internet
internet in a few devices
Bulgaria C/SEE

19. digitalSCOPE’2014
Activities online when watching TV
19
Q:
MS4. Which ones of the
following activities do you
perform on internet while
watching a TV program (e.g.
TV series, documentary, news
etc.) on traditional television
(without access to internet)?
Please state the activity even if
you perform it occasionally.
Filtered: multi-screeners
(TV+WEB)
%
51
50
46
30
29
23
21
15
14
10
9
4
0 20 40 60
browsing websites, surfing
checking, answering e-mails
using social networking services
searching a product seen on TV
job, school related activities
playing games online
messaging online (SMS)
searching info about people on TV
visiting program website
reading comments on social media
sharing comments on social media
checking TV critics about the program
Bulgaria

20. digitalSCOPE’2014
Activities online
20
Analyses of online activities are based on the most
typical activities, performed the most frequently in
particular devices.

21. digitalSCOPE’2014
Typical activities online – devices
21
Q:
U4. What do you usually do in internet in
particular devices? Choose the most frequent
activities.
All internet users
Cumulative %
38
36
34
25
26
30
30
26
17
22
24
25
18
21
19
15
7
0 20 40 60 80 100 120 140 160
searching web pages
using e-mail
reading articles on portals
using communicators
using social networks
reading about brands
job, education related
watching video
using maps, locations
listening to music online
visiting forums, blogs
buying online
playing games
using price comparison sites
banking online
writing blogs, reviews
investing online
PC stationary PC portable smartphone tablet
Bulgaria

22. digitalSCOPE’2014
Typical activities – stationary PC
22
Q:
U4. What do you usually do in
internet in particular devices?
Choose the most frequent
activities.
Filtered: stationary PC users
%
83
77
73
65
64
57
56
55
54
52
49
46
42
39
37
32
14
0 20 40 60 80 100
searching web pages
using e-mail
reading articles on portals
job, education related
reading about brands
using social networks
watching video
using communicators
buying online
visiting forums, blogs
listening to music online
using price comparison sites
banking online
playing games
using maps, locations
writing blogs, reviews
investing online
Bulgaria

23. digitalSCOPE’2014
Typical activities – portable PC
23
Q:
U4. What do you usually do in
internet in particular devices?
Choose the most frequent
activities.
Filtered: portable PC users
%
82
78
70
67
65
64
63
60
59
53
51
46
42
35
35
35
14
0 20 40 60 80 100
searching web pages
using e-mail
reading articles on portals
watching video
job, education related
using social networks
reading about brands
buying online
using communicators
visiting forums, blogs
listening to music online
using price comparison sites
banking online
writing blogs, reviews
playing games
using maps, locations
investing online
Bulgaria

24. digitalSCOPE’2014
Typical activities – smartphone
24
Q:
U4. What do you usually do in
internet in particular devices?
Choose the most frequent
activities.
Filtered: smartphone users
%
57
57
52
51
46
37
32
27
25
22
22
19
16
14
13
13
6
0 20 40 60 80
using maps, locations
using communicators
searching web pages
using social networks
using e-mail
reading articles on portals
listening to music online
playing games
reading about brands
visiting forums, blogs
job, education related
watching video
writing blogs, reviews
using price comparison sites
banking online
buying online
investing online
Bulgaria

25. digitalSCOPE’2014
Typical activities – tablet
25
48
40
40
37
37
33
30
29
29
26
26
24
19
17
15
12
7
0 10 20 30 40 50 60
searching web pages
using e-mail
reading articles on portals
using social networks
using communicators
using maps, locations
playing games
watching video
reading about brands
listening to music online
job, education related
visiting forums, blogs
using price comparison sites
buying online
writing blogs, reviews
banking online
investing online
Q:
U4. What do you usually do in
internet in particular devices?
Choose the most frequent
activities.
Filtered: tablet users
%
Bulgaria

26. digitalSCOPE’2014
Typical activities online – summary
26
COMMUNICATION
ENTERTAINMENT
PURCHASE PROCESS, FINANCES
INFORMATION
Q:
U4. What do you usually do in internet in
particular devices? Choose the most
frequent activities.
Filtered: devices users
Acronyms
•Brands – reading about brands
•SM – Social Media (blogs, forums etc.),
excluding SN
•SN – Social Networks
Correspondence
analysis
Activities on the same side of axis as a
device are relatively more typical for the
device. The closer to the intersection of
the axes’, the smaller the difference.
Bulgaria
location
banking
checking prices
reading
articles
visiting SM
video
music
games
e-mail
communicators
writing
in SM
investing
job/edu.
searching
SN
buying
brands

27. digitalSCOPE’2014
Consumer Journey Online
27
Consumer Journey Online focuses on 'e-consumers' – internet users
who spent money (online or offline) for any product or service during
'last 6 months'. Each respondent described one category randomly
chosen from those purchased (see: ’Purchase Potential’).

28. digitalSCOPE’2014
Sources of information – summary
28
Q:
CJO4. Mark all sources of
information from which you
learn about [SELECTED
PRODUCT/SERVICE
CATEGORY].
CJO8. To what extent are the
following sources of
information on [SELECTED
PRODUCT/SERVICE
CATEGORY] credible for you?
Filtered: e-consumers
Average % for all categories
Intersection of the axes
represents means of all
researched media
0
10
20
30
40
50
60
70
80
90
0 10 20 30 40 50 60 70 80
(Y) Usability
(X) Credibility (top-2 boxes)
internet
friends, family
TV
advertising
expert, specialist
brand's infonewspapers
magazines
radio


Bulgaria

29. digitalSCOPE’2014
Sources of information – usability
29
Q:
CJO4. Mark all sources of
information from which you
learn about [SELECTED
PRODUCT/SERVICE
CATEGORY].
Filtered: e-consumers
Average % for all categories
79
54
40
33
19
17
15
13
12
73
50
32
18
18
19
8
17
12
0 25 50 75 100
internet
friends, family
TV
advertising
expert, specialist
brand's info
radio
print - newspapers
print - magazines
Bulgaria C/SEE

30. digitalSCOPE’2014
Sources of information – credibility
30
Q:
CJO8. To what extent are the
following sources of
information on [SELECTED
PRODUCT/SERVICE
CATEGORY] credible for you?
Top 2 boxes =
’definitely credible’ +
’rather credible’
[5-POINT LIKERT SCALE
WITH ’HARD TO SAY’
OPTION]
Filtered: e-consumers
Average % for all categories
74
65
58
51
37
37
32
30
28
70
62
53
49
31
35
33
27
24
0 25 50 75 100
friends, family
expert, specialist
internet
brand's info
TV
print - magazines
print - newspapers
radio
advertising
Bulgaria C/SEE

31. digitalSCOPE’2014
Internet VS offline triggers
31
75
59
42
35
31
72
50
35
40
28
0 25 50 75 100
private talks
TV
outdoor
press
radio
Qs:
CJO9. Does it happen that you
read, watch or search internet
to find information on
[SELECTED
PRODUCT/SERVICE
CATEGORY] under the
influence of [LIST OF MEDIA]
CJO10. Are there any
[SELECTED
PRODUCT/SERVICE
CATEGORY] about which you
found out for the first time from
internet?
Filtered: e-consumers
Average % for all categories
64
55
0 25 50 75 100
internet
Bulgaria C/SEE
Offline triggers to consumer journey online
Internet as the first touchpoint with a brand

32. digitalSCOPE’2014
Online advertising triggers
32
26
24
24
23
22
21
11
11
9
22
22
18
18
23
21
9
9
8
0 10 20 30 40
display advertising*
e-mail advertising
links in articles
video advertising*
links in search engines
presence of brands in SNS*
pop-up windows *
advertising in apps*
mobile advertising
Bulgaria C/SEE
Q:
CJO6. Mark all types of
internet advertising from which
you find out about [SELECTED
PRODUCT/SERVICE
CATEGORY].
Filtered: e-consumers
Average % for all categories
54
48
* Display
(aggregated)

33. digitalSCOPE’2014
Research online
33
Q:
CJO5. Mark all internet
sources of information from
which you learn about
[SELECTED
PRODUCT/SERVICE
CATEGORY].
Filtered: e-consumers
Average % for all categories
45
32
32
28
19
17
15
10
7
39
26
28
30
22
15
17
8
20
0 10 20 30 40 50
internet shops
social networking services
forums, opinion services
web pages of brands
price comparison sites
blogs, video-blogs
portals
auctions
specialist www sites
Bulgaria C/SEE

34. digitalSCOPE’2014
Usability of internet in purchase
34
35
44
48
41
47
38
34
38
29
31
28
29
28
28
28
28
12
7
6
10
9
13
15
12
7
5
4
5
4
6
8
6
10
8
8
9
9
9
9
10
8
5
5
5
5
6
6
6
0 20 40 60 80 100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
definitely yes (5) 4 3 2 definitely no (1) hard to say
Q:
CJO7. For the matter of
[SELECTED
PRODUCT/SERVICE
CATEGORY], in your opinion
is internet useful in:
Filtered: e-consumers
Average % for all categories
Bulgaria

35. digitalSCOPE’2014
Usability of internet in purchase
35
64
75
76
70
75
67
62
67
54
69
71
67
70
63
58
61
0 20 40 60 80 100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
Bulgaria C/SEE
Q:
CJO7. For the matter of
[SELECTED
PRODUCT/SERVICE
CATEGORY], in your opinion
is internet useful in:
Top 2 boxes =
’definitely yes’ +
’rather yes’
Filtered: e-consumers
Average % for all categories

36. digitalSCOPE’2014
Purchase Potential
36
Purchase Potential covers two purchase indicators:
• ROPO – purchase made online or offline basing on information
found online,
• Purchase Online (e-commerce).
The indicators are based on 'last 6 months' purchase declarations.

37. digitalSCOPE’2014
Purchase indicators (last 6 months)
37
80
66
72
61
0 10 20 30 40 50 60 70 80 90
Research Online, Purchase On/Off-line
Purchase Online (e-commerce)
Bulgaria C/SEE
Qs:
CJO2. Which of the following
products or services did you
buy during last six months
basing on information found in
internet?
CJO3. Which of the following
products or services you
bought during last six months
in internet (payments,
purchases, auctions etc.)?
All internet users
%

38. digitalSCOPE’2014
Research Online Purchase On/Off-line
38
37
21
21
20
20
16
16
15
14
13
12
10
8
7
5
3
3
0 10 20 30 40
clothing
books
tourism
electronics
hygiene
automotive
food
telecom
parenting
pharmacy
home
repair
sport
finances
software
subscriptions
AV records
Bulgaria
C/SEE
Q:
CJO2. Which of the following
products or services did you
buy during last six months
basing on information found in
internet?
All internet users
%
ROPO = Research Online,
Purchase Online or Offline

39. digitalSCOPE’2014
Purchase online
39
32
16
16
14
13
12
11
10
8
7
6
6
6
5
4
3
2
0 10 20 30 40
clothing
tourism
books
hygiene
electronics
parenting
automotive
telecom
pharmacy
home
food
sport
repair
finances
software
subscriptions
AV records
Bulgaria
C/SEE
Q:
CJO3. Which of the following
products or services you bought
during last six months in internet
(payments, purchases, auctions
etc.)?
All internet users
%

40. digitalSCOPE’2014
Conversion: research online
40
60
59
57
53
52
50
49
48
48
47
43
40
37
35
32
29
25
0 20 40 60 80
electronics
books
tourism
clothing
parenting
software
subscriptions
home
automotive
telecom
sport
hygiene
repair
pharmacy
AV records
finances
food
Qs:
CJO1. On which of the
following products did you
spend money during last six
months – as well online, as
offline?
CJO2. Which of the following
products or services did you
buy during last six months
basing on information found in
internet?
Conversion = the share of
internet users purchasing
particular goods basing on
research online among those
who purchase these goods
(online or offline)
%
Bulgaria

41. digitalSCOPE’2014
Conversion: purchase online
41
46
46
45
43
42
40
39
34
31
30
29
29
23
23
20
20
10
0 20 40 60
clothing
tourism
books
software
parenting
subscriptions
electronics
automotive
sport
telecom
home
hygiene
AV records
finances
repair
pharmacy
food
Qs:
CJO1. On which of the
following products did you
spend money during last six
months – as well online, as
offline?
CJO3. Which of the following
products or services you
bought during last six months
in internet (payments,
purchases, auctions etc.)?
Conversion = the share of
internet users purchasing
particular goods online among
those who purchase these
goods (online or offline)
%
Bulgaria

42. digitalSCOPE’2014
Key results
42
73
73
38
15
8
66
62
38
28
13
0 25 50 75 100
Internet
TV
Radio
Newspapers
Magazines
Daily access to media
C/SEE
Multi-screening levels
66
65
46
30
28
13
12
8
4
69
63
45
21
24
13
22
5
8
0 25 50 75 100
smartphone
portable PC
stationary PC
traditional mobile phone
tablet
smart TV
TV device
e-reader
game console
Access to devices
Purchase (last 6 months)
92
86
65
87
75
65
0 25 50 75 100
TOTAL
TV+WEB
WEB+WEB
Bulgaria
80
66
72
61
0 10 20 30 40 50 60 70 80 90
Research Online, Purchase On/Off-line
Purchase Online (e-commerce)

43. digitalSCOPE’2014
THANK YOU !
43