2. Mediascope Europe 2010
Alison Fennah
Executive Director
European Interactive Advertising Association
Zurich
3 March 2010

3. Background
 The European Interactive Advertising Association
(EIAA) was formed in 2001 to act as a common, pan-
European voice for the interactive advertising industry
 EIAA has made significant investment in research,
particularly in the areas of media consumption, spend
and advertising efficiency
 As part of this commitment to research, the EIAA has
for the past six years conducted a large scale study of
media consumption habits in Europe
 enabling it to track changes in media consumption habits
in order to illustrate how internet usage as a share of
media consumption is changing and therefore how
media planners should spend their client’s ad budgets
 SPA has conducted the survey since 2005
3

4. Presentation Agenda
1. Introduction
 Research Objective
 Methodology & Sample
2. Main Findings
 Internet Use
 How Long Internet users spent Online
 How Often Internet Users are Online
 Media Meshing
 The Role of Broadband
 Consumer Use of the Internet
 Mobile Phone Use & Technology in Household
 E-commerce
4

5. Research Objectives
 The broad aim of this study is to measure and track changes in media consumption patterns by
various demographic segments and nationalities
 This work will show when, why and how often people are using different media – in particular
use of the Internet for content, communication and commerce
 This year a key difference is the inclusion of internet usage via mobile devices
5

6. Methodology & sample
 In 2010 the study was expanded to include 5 new
territories – Portugal, Switzerland, Poland, Turkey and
Russia
 4,000 Computer Assisted Telephone
Interviews (CATI) were conducted in 4 Norway:
countries (UK, Germany, France, Spain) Online 1,000
Omnibus 500
Russia:
 11,000 online interviews using online panels Online 1,000
Sweden: Omnibus 1,000
and 8,500 interviews using an Omnibus study
Online 1,000
were conducted in Norway, Sweden, Omnibus 500
Denmark, Belgium, Netherlands, Italy,
Portugal, Russia, Turkey, Switzerland and Denmark:
Online 1,000
Portugal UK:
Omnibus 500
CATI 1,000 Poland:
 Fieldwork took place in all territories in Online 1,000
Omnibus 1,000
Netherlands:
November 2009 Online 1,000
Omnibus 500 Germany:
CATI 1,000
 Interview length ranged from 20-25 minutes
 The application of quotas ensured that Belgium: France:
representative samples were achieved in Online 1,000 CATI 1,000
Omnibus 500
each country Turkey:
Italy:
Online 1,000 Online 1,000
 quotas on age, gender, education and Omnibus 1,000 Omnibus 2,000
regional distribution Spain:
CATI 1,000
Portugal:
Online 1,000
Omnibus 500
Switzerland:
Online 1,000
Omnibus 500
6

7. Weighting data
Population Weighting Ratio 10 Weighting Ratio
 Results at the total level were weighted (mill) country 15 country
to take into account the different Netherlands 13.8 4.6% 2.7%
countries’ population sizes Norway 3.8 1.3% 0.7%
Sweden 7.6 2.6% 1.5%
Belgium 8.7 2.9% 1.7%
 Using 2009 data from the UN, 2
Denmark 4.5 1.5% 0.9%
weighting matrices were constructed,
UK 50.9 17.1% 9.8%
one comprising a figure for the original
Germany 71.1 23.9% 13.6%
10 countries, and one for all 15
France 52.5 17.6% 10.1%
countries
Spain 34.7 11.6% 6.7%
Italy 50.3 16.9% 9.6%
 A sample size of 10,000-12,000 provides Russia 119.3 22.9%
accurate data to ± 1.1 – 0.8% at the 95% 32.7
Poland 6.3%
confidence level
Turkey 55.9 10.7%
Portugal 9.0 1.7%
Switzerland 6.4 1.2%
Total EU (10) 297.9
Total EU (15) 521.2
7

8. INTERNET USE

9. Weekly Internet use – Net PC and Mobile Switzerland ranked 4 in
Europe
Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a laptop or desktop computer /
Use the internet via a mobile phone or PDA device ?
2010 % Use 2010 Millions
78% 70%
Norway 86% 3.3m 64%
50%
Netherlands 84% 11.6m 29%
Denmark 84% 3.8m
16-24 25-34 35-44 45-54 55+
Switzerland 84% 5.4m
Sweden 81% 6.2m 2010
60.2 66.2 61.7 43.8 47.2
Millions
UK 73% 37.3m
France 69% 36.2m
Belgium 69% 6.0m 58%
50%
Germany 62% 43.8m
Spain 58% 20.2m
Male Female
Europe (15) 54% 278.9m
2010
Millions 143.9 135.2
Poland 52% 16.9m
Portugal 52% 4.6m
Italy 46% 23.2m
Russia 36% 42.4m
Turkey 33% 18.2m
[Base: All Respondents in Europe (n=12554)]
9

10. Weekly Internet use – PC vs Mobile
Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a laptop or desktop computer /
Use the internet via a mobile phone or PDA device ? 2010 % 2010
2010 % PC Use 2010 Millions Mobile Use Millions
90%
Norway 84% 3.2m 14% 0.5m 84%
77%
Netherlands 84% 10% 1.4m 68% 59%
11.6m 64%
Denmark 84% 3.8m 11% 0.5m
37%
Switzerland 84% 5.4m 18% 1.1m 10 21% 18%
Country 14% 10% 13% 10%
Sweden 81% 6.2m 20% 1.5m 4%
UK 73% 37.0m 20% 10.3m 16-24 25-34 35-44 45-54 55+ Male Female
France 69% 36.0m 11% 5.5m
Belgium 68% 5.9m 16% 1.4m
Europe (10) 64% 189.7m 12% 34.4m 75%
67%
62%
Germany 61% 7% 5.0m 55% 48%
42.5m 48%
Spain 58% 20.1m 7% 2.3m
24% 27%
21%
16% 16%
Europe (15) 51% 266.9m 14% 71.1m 10% 12%
15 5%
Poland 51% 16.8m 15% 4.8m Country
16-24 25-34 35-44 45-54 55+ Male Female
Portugal 51% 4.6m 5% 0.5m
Italy 45% 22.5m 12% 5.8m
Russia 33% 39.8m 15% 18.2m
[Base: All Respondents in Europe (10) (n=7540)]
Turkey 20% 10.9m 21% 12.0m
[Base: All Respondents in Europe (15) (n=12554)]
10

11. Weekly Internet use – Net & PC vs Mobile (Switzerland)
Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via
a laptop or desktop computer / Use the internet via a mobile phone or PDA device ?
2010 2010 2010
2010 Total Internet Use Millions PC Internet Use Millions Mobile Internet Use Millions
Switzerland 84% 5.4m 84% 5.4m 18% 1.1m
2010 2010 2010
2010 Total Internet Use Millions PC Internet Use Millions Mobile Internet Use Millions
16-24 96% 1.1m 96% 1.1m 27% 0.3m
25-34 95% 0.9m 95% 0.9m 22% 0.2m
35-44 92% 1.2m 91% 1.2m 22% 0.3m
45-54 83% 1.1m 83% 1.1m 18% 0.3m
55+ 66% 1.1m 64% 1.1m 8% 0.1m
Male 86% 2.8m 86% 2.8m 26% 0.8m
Female 82% 2.6m 81% 2.6m 10% 0.3m
[Base: All Respondents in Switzerland (n=501)]
11

12. Internet use during the day (Switzerland)
Q1b/2b. What times of the day do you typically…during week?
Watch TV Read Newspapers Read Magazines Listen to Radio
Use the Internet (total) Use the Internet (computer) Use the internet (mobile)
90%
2010 % 83%
81%76% 77%
74% 76%
67%
66% 64%
66% 63%
60%
48%
51%
35%
39% 40%
39%
33% 38%
26% 31%
22%
26%
14%
9% 8%
06:00 to 10:00 10:00 to 17:30 17:30 to 21:00 21:00 to 06:00
[Base: All Switzerland using each type of media – TV (n=462) Nsp (n=476) Mgz (n=359) Rad (n=428) Int via PC (n=414) Int via
Mob (n=86) All Int (n=417)]
12

13. High internet use in age groups 16-44 in Switzerland
Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via
a laptop or desktop computer / Use the internet via a mobile phone or PDA device ?
2010 Weekday Internet Use 2010 Weekend Internet Use
Switzerland 82% Switzerland 69%
2010 Weekday Internet Use 2010 Weekend Internet Use
16-24 95% 16-24 93%
25-34 94% 25-34 80%
35-44 89% 35-44 73%
45-54 79% 45-54 66%
55+ 62% 55+ 45%
Male 85% Male 73%
Female 78% Female 64%
[Base: All Respondents in Switzerland (n=501)]
13

14. Lower than average TV use in Switzerland
Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Watch TV?
2010 % Use
Italy 98%
93% 94% 95% 94% 94%
Belgium 98%
Turkey 98%
Norway 97%
Netherlands 97% 16-24 25-34 35-44 45-54 55+
Denmark 97%
Portugal 96%
94% 94%
Sweden 95%
UK 94%
Europe (15) 94%
France 93% Male Female
Russia 93%
Spain 93%
Switzerland 92%
Poland 92%
Germany 90%
[Base: All Respondents in Europe (n=12554)]
14

15. Weekly TV use – (Switzerland)
Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Watch TV?
2010 Total TV Use
Switzerland 92%
2010 Total TV Use
16-24 92%
25-34 90%
35-44 95%
45-54 89%
55+ 93%
Male 90%
Female 94%
[Base: All Respondents in Switzerland (n=501)]
15

16. HOW LONG CONSUMERS SPEND WITH EACH
MEDIA

17. Hours spent per week using each media
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using each media?
2004 2006 2008 2010 (Europe 10) 2010 ( Europe 15)
14.515.314.214.815.9 13
14.8
13.212.412.1
11.3 12 12.312.1 11.811.6
8.8
6.4 6.4 5.3 5.2 4.9 4.7 4.8 4.5 4.0 3.9 3.8 4.1
Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
2010
14.5
11.0 11.4 11.0
5.5 5.5 3.9
Switzerl
and
Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
[Base: All Switzerland using each type of media – TV (n=462) Nsp (n=476) Mgz (n=359) Rad (n=428) Int via PC (n=414) Int via Mob
(n=86) All Int (n=417)]
17

18. Ad investment vs. time spent
Switzerland
57 % Werbeausgaben
Print (Zeitungen & 10
pro Medium
Magazine)
% Nutzung pro
6 Medium
27
Online
5
36
Radio
33
27
TV
0 20 40 60
•Quellen:
Werbeinvestitionen: Media Focus Werbedruckstatistik 2009
Medianutzung: EIAA Mediascope Schweiz, Wöchentliche Nutzung der Medien in %
18

19. Hours spent watching TV per week by country
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend watching TV?
16.6 17.6
13.9 14.0 14.2 14.5 15.0 15.2 15.1 15.6 15.7 16.0
12.7 14.3
10 15
countries countries
16-24 25-34 35-44 45-54 55+ Male Female 16-24 25-34 35-44 45-54 55+ Male Female
2008 11.4 13.7 13.0 13.8 16.2 13.7 14.6
2006 13.2 14.1 14.0 15.3 17.2 14.6 15.9
2006 16.4 17.8 16.5 14.2 15.3 14.5 15.7 14.3 13.9 13.0 14.7
2008 13.9 15.5 14.6 14.1 14.2 13.5 15.0 14.3 12.4 11.7 14.5
23.0
2010 18.0
16.4 15.9 15.8 15.5 15.4 15.0
hours 14.8 14.7 14.5 13.8 13.7 13.5 13.0 12.8
11.0
TK IT UK EU (15) PO RU BE NO EU (10) DK NE FR PRT SWE SP GE SWI
[Base: All European (10) TV users (n=7143)] [Base: All European (15) TV users (n=11902)]
19

20. Lowest TV hours in Europe in Switzerland
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend watching TV?
12.4
11.4 11.5
11.0
10.5 10.3 10.4
9.2
Switzerland
Switzerland 16-24 25-34 35-44 45-54 55+ Male Female
[Base: All Switzerland TV users (n=462)]
20

21. Over 10 hours per week online 16 – 54 in Switzerland
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
Total Internet PC Use Mobile Use
14.3
13.1 13.1 12.9 13.0 Switzerland
12.4
Total Internet
10.6 10.2 10.6 10.3 Av.
9.7 9.5
8.5 8.6 11.4
7.5
5.7 5.6 5.4
5.1
4.5
3.5
Switzerland
16-24 25-34 35-44 45-54 55+ Male Female
[Base: All Switzerland internet users (n=417)]
[Base: All Switzerland internet on PC users (n=414)] [Base: All Switzerland internet on mobile users (n=86)]
21

22. Proportion of heavy internet users – Net PC and Mobile (16hrs+)
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
2004 16% 19% 21% 20% 19% 22% 18% 17% 18% 16% 12%
2006 23% 26% 32% 30% 26% 25% 30% 27% 24% 23% 28%
2008 24% 35% 29% 26% 28% 23% 29% 28% 23% 24% 32%
39% 38% 38% 37% 36% 34% 32% 31% 29% 29% 28% 27% 27%
24% 24% 23%
17%
2010 %
PRT NO UK DK SP SWE PO BE FR EU (10) EU (15) NE SWI RU TK GE IT
NB. Heavy users defined as using Internet for 16 hours or more.
[Base: All European (10) internet users (n=5011)] [Base: All European (15) internet users (n=7162)]
22

23. Proportion of heavy internet PC vs mobile users (16hrs+)
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
37% 38% 36% 35% 35%
2010 % 30% 29%
28% 27% 27% 27% 26% 26%
Heavy 23% 25%
21%
users
on PC 14%
PRT NO UK DK SP SWE PO BE FR EU (10) EU (15) NE SWI RU TK GE IT
2010 21%
(16 hrs+ 13%
usage) 11% 9% 10% 11%
8% 6% 7% 8% 8% 6%
on 5% 3% 4% 5% 3%
Mobile
PRT NO UK DK SP SWE PO BE FR EU (10) EU (15) NE SWI RU TK GE IT
NB. Heavy users defined as using Internet for 16 hours or more.
[Base: All European (10) internet users (n=5011)] [Base: All European (15) internet users (n=7162)]
[Base: All European (10) internet on PC users (n=4969)] [Base: All European (15) internet on PC users (n=6823)]
[Base: All European (10) internet on mobile users (n=874)] [Base: All European (15) internet on mobile users (n=1699)]
23

24. Heavy mobile internet users (Defined as everyday use)
Q4. In a typical seven day week, on how many days do you use the internet?
2010 Europe (10) 2010 Europe (15)
Heavy Mobile
Internet 41%
45% 42% 42%
39% 37% 30% 37%
33% 34% 36%
Usage By 32% 29% 32%
Demographic
%
16-24 25-34 35-44 45-54 55+ Male Female
88%
51%
43% 43% 42%
Heavy 40% 39%
35% 34% 33%
Mobile 29%
24% 23% 22% 22% 22%
Internet
14%
Usage
%
TK NE FR UK SWI EU (15) GE DK EU (10) PRT PO BE NO SP SWE RU IT
[All European10/15 internet Mobile users (n=874/1699)]
24

25. Heavy internet users – bigger demographic differences across
Europe
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
Total Internet PC Use Mobile Use
43%
40%
34% 32% EU Total
31% 30%
28%
26% 27% Internet Ave
24% 29%
21% 20% 20%
17%
10% 9%
10 7% 8% 8% 8%
countries 3%
16-24 25-34 35-44 45-54 55+ Male Female
2008 39% 36% 24% 21% 20% 32% 25%
2006 38% 33% 24% 19% 16% 32% 21%
2004 23% 19% 19% 14% 13% 21% 13%
41%
39%
32% 31% 30% EU Total
30%
27%
25% 26% Internet Ave
23% 28%
19% 18% 19%
17%
13%
10% 9% 9% 10%
8%
2%
15 countries
16-24 25-34 35-44 45-54 55+ Male Female
[Base: All European (10) internet users (n=5011)] [Base: All European (15) internet users (n=7162)]
[Base: All European (10) internet on PC users (n=4969)] [Base: All European (15) internet on PC users (n=6823)]
[Base: All European (10) internet on mobile users (n=874)] [Base: All European (15) internet on mobile users (n=1699)]
25

26. Heavy internet users have more even profile in Switzerland
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
Total Internet PC Use Mobile Use
Switzerland
38% Total Internet
34% Ave
33% 33% 32% 32% 27%
24% 24% 25% 24%
20% 19%
17% 18%
11%
8% 7%
Switzerland 4% 5%
3%
0%
16-24 25-34 35-44 45-54 55+ Male Female
[Base: All Switzerland internet users (n=417)]
[Base: All Switzerland internet on PC users (n=414)] [Base: All Switzerland internet on mobile users (n=86)]
26

27. Heavy mobile internet users (Defined as everyday use)
(Switzerland)
Q4. In a typical seven day week, on how many days do you use the internet?
52%
45% 45%
42% 43%
35% 35%
28%
Heavy Mobile
Internet
Usage By
Demographic
%
Switzerland 16-24 25-34 35-44 45-54 55+ Male Female
[All Switzerland internet Mobile users (n=86)]
27

28. HOW OFTEN INTERNET USERS ARE ONLINE

29. Proportion of TV and internet users online everyday in
Switzerland
Q4. In a typical seven day week, on how many days do you watch TV/use the internet?
TV Usage % Internet PC Usage %
Switzerland 52% Switzerland 47%
16-24 42% 16-24 56%
25-34 42% 25-34 60%
35-44 47% 35-44 43%
45-54 52% 45-54 41%
55+ 69% 55+ 35%
Male 50% Male 53%
Female 54% Female 40%
[Base: All Switzerland TV users (n=462), All Switzerland internet PC users (n=414)]
30

30. Days spent online in a typical week by demographic (Switzerland)
Q4. In a typical seven day week, on how many days do you use the internet?
PC Use Mobile Use
5.8 5.9
5.7 5.7
5.4 5.4 5.3 5.3
5.2 5.1 5.2 5.1 5.1 5
4.8
4.5
Switzerland
Switzerland 16-24 25-34 35-44 45-54 55+ Male Female
[Base: All Switzerland internet on PC users (n=414)] [Base: All Switzerland internet on mobile users (n=86)]
31

31. MEDIA MESHING

32. Media Consumption
Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you…?
96%95% 93%94%94%
2004 2006 2008 2010 (10) 2010 (15)
78%75% 76% 78% 76%
72% 70%
64% 64% 64% 65%
60% 58%
10 54% 53% 51% 53%51%
47% 47%
Countries
12%14%
Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
2010
92% 95%
85% 84% 84%
71%
Switzerl
and
18%
Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
[Base: All Europe 10 respondents (n=7540/12554)] [Base: All Switzerland respondents (n=501)]
34

33. Media would be lost without - Europe
Q5h. Which one type of media do you think fits best with this statement?
2008 2010 (10 Countries) 2010 (15 Countries)
32% 29% 33% 33%
All 25% 31% 29% 30%
respondents 17% 14% 12% 10% 10% 9%
2% 3% 1% 3% 2%
Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
61% 56%
54%
48%
35%
All 27% 21%
19% 17%
respondents 9% 8% 7% 11% 7%
5% 5% 1% 1% 1%
accessing all
media
Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
NB. %s given for media access .i.e. 31%
50% 49% for television is among TV viewers. 18%
43% 42%
34% for radio is among radio listeners etc.
31%
18% 18% 15% 13% 13%
All 11%
4% 3%
respondents
accessing
each media Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
[Base: All Europe Respondents (n=10103/15142)] [Base: All Europe Respondents accessing all media (n=444/940)]
35

34. High dependence on internet in Switzerland
Q5h. Which one type of media do you think fits best with this statement?
2010
52% 50%
All
respondents 14% 13% 9%
2% 1%
Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
66% 64%
All
respondents 14% 9%
2% 6%
accessing all 0%
media
Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
58% 57%
14% 15%
All 9%
3% 1%
respondents
accessing
each media Watch television Listen to the Radio Use the Internet Use the Internet Use the Internet Read Newspapers Read Magazines
(not through (not through (total) (PC) (Mobile)
Internet) Internet)
[Base: All Switzerland Respondents (n=501)] [Base: All Switzerland Respondents accessing all media (n=106)]
36

35. Media Meshing: TV - other media used
Q5b-f. When you’re mainly watching TV, which other media do you sometimes use?
10 Countries 15 Countries
(2008 data)
28% (20%) 30%
INTERNET ON PC INTERNET ON PC
(63%) (51%)
MAGAZINE MAGAZINE
(51%) (47%)
21%
(20%) 19% TV TV
INTERNET ON INTERNET ON
(94%) MOBILE (94%) MOBILE
(7%) 12% (12%) 21% (14%)
RADIO RADIO
(75%) 4% 5%
(64%)
NEWSPAPER NEWSPAPER
(70%) (65%)
25% (24%) 28%
NONE: 30%
NONE: 43% (48%)
[Base: All Europeans (10) who watch TV (n=9385)] [Base: All Europeans (15) who watch TV (n=13918)]
37

36. Media Meshing: TV/Radio - other media used (Switzerland)
Q5b-f. When you’re mainly watching TV, which other media do you sometimes use?
Switzerland Switzerland
60% 44%
INTERNET ON PC TV
(84%) (92%)
MAGAZINE MAGAZINE
(71%) (71%)
47% 52% INTERNET ON
TV INTERNET ON RADIO
(85%) MOBILE
(92%) MOBILE
(18%)
51% (18%) 55%
INTERNET ON PC
RADIO
10% (84%) 9%
(85%)
NEWSPAPER NEWSPAPER
(95%) (95%)
66% 67%
NONE: 10% NONE: 8%
[Base: All Switzerland who watch TV (n=915)] [Base: All Switzerland who use radio (n=767)]
40

37. European trends in media meshing
Q4. In a typical seven day week, on how many days do you watch TV/use the internet?
TV/Newspapers TV/Internet
19%
2010 2010 28%
20%
2008 2008 20%
42%
2006 2006 15%
[Base: All Switzerland TV users (n=462), All Switzerland internet PC users (n=414)]
42

38. THE ROLE OF
BROADBAND

39. Broadband penetration rates
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
2010
2010 % Millions 2008 2006
88% 89% 86% 87%
81% 81% 82%
UK 95% 35.5m 95% 85%
Norway 94% 3.1m 94% 86%
France 93% 87% 10
33.9m 93%
countries
Portugal 93% 4.3m 16-24 25-34 35-44 45-54 55+ Male Female
2010
Sweden 92% 5.7m 94% 85% Millions
32.3 36.8 37.9 25.3 31.2 86.8 75.7
Spain 90% 2008 86% 90% 86% 84% 79% 88% 82%
18.1m 90% 77%
Switzerland 89% 2006 81% 81% 78% 78% 71% 82% 74%
4.8m
Denmark 88% 3.3m 96% 86%
84% 86% 84% 81% 84% 82%
Italy 86% 19.9m 84% 73% 80%
Belgium 86% 5.0m 92% 87%
Europe (10) 85% 162.6m 85% 78%
Europe (15) 83% 15
232.0m
countries 16-24 25-34 35-44 45-54 55+ Male Female
Russia 81% 34.5m
2010 50.8 56.7 51.9 35.6 37.9 120.8 111.4
Poland 80% 13.6m Millions
Netherlands 77% 8.9m 79% 77%
Germany 64% 28.1m 68% 64%
[Base: All European 10 internet users (n=7699)]
Turkey 64% 11.6m
[Base: All European 15 internet users (n=12053)]
44

40. Wireless broadband penetration rates
QC3b. And is this connection wireless?
2010
2010 % Millions 2008
UK 72% 64% 62% 59% 61% 61%
25.6m 63% 56%
49%
Norway 67% 2.1m 61%
Portugal 64% 2.7m
Europe (10) 59% 95.3m 49% 16-24 25-34 35-44 45-54 55+ Male Female
2010
Denmark 58% 1.9m 47% 20.8 22.9 22.4 15.3 15.4 48.9 46.4
Millions
Germany 57% 15.9m 42% 2008 57% 50% 46% 47% 42% 46% 52%
Spain 57% 10.3m 46%
Turkey 57% 6.7m
Belgium 56% 2.8m 50%
55% 58% 56%
52% 51% 48%
France 54% 18.4m 45% 44%
Europe (15) 52% 120.8m
Italy 52% 10.4m 41%
16-24 25-34 35-44 45-54 55+ Male Female
Switzerland 51% 2.5m
2010 28.2 29.6 29.9 18.3 16.7 58.4 62.1
Netherlands 50% 4.5m 50% Millions
Sweden 48% 2.7m 39%
Russia 33% 11.5m
Poland 28% 3.8m [Base: All European 10 broadband users (n=6687)]
[Base: All European 15 broadband users (n=10330)]
45

41. Broadband /wireless demographics penetration rates (Switzerland)
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
QC3b. And is this connection wireless?
Switzerland – Broadband Penetration Switzerland – Wireless Broadband Penetration
92% 94% 94%
89% 87%
85% 84%
79%
62%
57% 57%
46%
40%
28%
16-24 25-34 35-44 45-54 55+ Male Female 16-24 25-34 35-44 45-54 55+ Male Female
2010 2010
0.9 0.9 1.1 0.9 0.9 2.6 2.2 Millions
0.7 0.6 0.7 0.4 0.3 1.2 1.3
Millions
[Base: All Switzerland internet users (n=849)] [Base: All Switzerland broadband users (n=772)]
46

42. CONSUMER USE OF THE INTERNET

43. Wide range of internet activities in Switzerland
Q7b. Which of the following types of web activities do you use at least once a month? Q7bi2. Have you transferred any of the content
you downloaded on to another device?
10 Country 2008 2006 Switzerland
Search 82% 84% 89% 88%
Email 81% 79% 85% 89%
(Net) Social Networking 51% 50% 55%
Communicating via SN sites 45% 41% 49%
Instant Messaging 37% 36% 37% 37%
51% / 57% of
Watching film, TV or video clips 29% 27% 12% 37% respondents in
Europe (10/15
Listening to radio 26% 30% 30% 26%
countries) who
24% 26% have downloaded
Music downloads 26% 31%
music, podcasts,
Ratings and reviews 23% 25% 19% 22% films, TV or video
clips have also
Online gaming 22% 17% 17% 32% transferred the
content they
Forums 21% 24% 26% 23%
downloaded onto
Downloading film,TV, video clips 17% 20% another device
17% 17%
Making telephone calls 17% 17% 15% 23%
On Demand TV 15% 11% 7% [Base: All European
14% 10 internet users
Blogging 14% 17% 15%
(n=8446)]
Creating / sharing content 14% 17% 16% 14%
[Base: All
Part of SN Community 13% 13% European 15
internet users
Podcasting 11% 13% 12% 12% (n=13333)]
Micro blogging 4% 3%
48

44. Activities cannot live without
Q7bi. And which of those web activities that you undertake monthly could you not live without?
10 Country 2008 15 Country
Email 40% 30% 46%
Search 32% 27% 40%
Communicating via SN sites 14% 6% 17%
Instant Messaging 10% 10% 17%
Making telephone calls 4% 2% 8%
Music downloads 3% 2% 5%
Listening to radio 3% 2% 5%
Online gaming 3% 2% 6%
Watching film, TV or video clips 3% 1% 5%
Downloading film,TV or video clips 2% 1% 5%
Forums 2% 2% 5% [Base: All European
10 internet users
Blogging 1% 1% 2% carrying out
multiple activities
Creating and sharing content 1% 1% 2% (n=7728)]
Ratings and reviews 1% 1% 3%
On Demand TV 1% 0% 1% [Base: All
European 15
Part of SN Community 1% 2% internet users
carrying out
Podcasting 0% 0% 1% multiple activities
Micro blogging 0% (n=12308)]
0%
Something 87% 82% 87%
49

45. Swiss people engaged with and dependent on internet
Q7bi. And which of those web activities that you undertake monthly could you not live without?
Switzerland
Email 59%
Search 43%
Communicating via SN sites 18%
Instant Messaging 15%
Making telephone calls 7%
Music downloads 5%
Listening to radio 7%
Online gaming 10%
Watching film, TV or video clips 6%
Downloading film,TV or video clips 4%
Forums 3%
Blogging 2%
Creating and sharing content 2% [Base: All
Switzerland
Ratings and reviews 2% internet
On Demand TV users
1%
carrying out
Part of SN Community 2% multiple
activities
Podcasting 1% (n=896)]
Micro blogging 0%
Something 83%
50

46. Leading website types
Q7a. Which of the following types of websites do you visit at least once a month?
10 Country 2008 2006 2004 15 Country
News 57% 59% 63% 59% 56%
Banking & Finance 49% 50% 50% 45% 46%
Travel 44% 49% 53% 46% 37%
Local Information 42% 49% 51% 49% 40%
Holidays 37% 42% 49% 31%
Price Comparison 37% 39% 38% 34%
Auction 35% 35% 36% 26% 32%
Films 35% 38% 34% 24% 35%
Music 35% 40% 47% 38% 31%
Technology 34% 36% 40% 32%
Sports 33% 33% 38% 33% 28%
Clothing / Fashion 33% 33% 33%
Health 26% 29% 32% 25%
Jobs 25% 24% 29% 27% 26%
Games 24% 18% 18% 23% 22%
Cars/Motoring 24% 23% 28% 25% 24%
[Base: All European
Family & Kids 20% 23% 22% 20% 10 internet users
Furniture / Furnishings 20% 21% 19% (n=8446)]
TV 19% 15% 17% 22% [Base: All
Mobile Phones 19% 19% 22% 17% 22% European 15
internet users
Personal Care 16% 17% 18% (n=13333)]
Property 15% 19% 23% 16%
Dating 8% 6% 6% 3% 9%
51

47. News leads website types in Switzerland
Q7a. Which of the following types of websites do you visit at least once a month?
Switzerland
News 64%
Banking & Finance 54%
Travel 47%
Local Information 39%
Holidays 34%
Price Comparison 35%
Auction 43%
Films 28%
Music 27%
Technology 27%
Sports 25%
Clothing / Fashion 33%
Health 17%
Jobs 22%
Games 33%
Cars/Motoring 12%
Family & Kids 14%
Furniture / Furnishings 14%
TV 22% [Base: All
Switzerland
Mobile Phones 18%
internet users
Personal Care 12% (n=947)]
Property 15%
Dating 9%
52

48. Internet’s impact on lifestyle
Q20c. Which of the following do you do you feel you have been able to do more of as a result of using the internet?
10 Country 15 Country
Keep in touch with friends /
72% 71%
relatives
Book holidays / travel arrangements 48% 43%
Choose better products or services 47% 50%
Manage finances 44% 47%
Access local government
34% 36%
information
Access health information 33% 28%
Keep up to date with environmental
30% 29%
issues
Follow your favourite brands 26% 29%
Give to charity 16% 15%
Better equip yourself for lifestyle 17%
changes
14%
Engage with government or political 13%
10%
parties
Net: Lifestyle management 78% 80%
[Base: All European 10 internet users (n=8446)] [Base: All European 15 internet users (n=13333)]
53

49. Internet’s impact on lifestyle – brands are important in
Switzerland
Q20c. Which of the following do you do you feel you have been able to do more of as a result of using the internet?
16- 25- 35- 45-
Switzerland 24 34 44 54 55+ Male Female
Keep in touch with friends /
74% 82% 77% 66% 65% 79% 74% 74%
relatives
Book holidays / travel arrangements 57% 56% 63% 55% 63% 49% 58% 56%
Choose better products or services 54% 53% 59% 55% 60% 49% 60% 49%
Manage finances 47% 51% 49% 50% 48% 41% 53% 42%
Access local government
44% 48% 41% 43% 45% 45% 51% 39%
information
Access health information 17% 7% 18% 17% 20% 24% 14% 21%
Keep up to date with environmental
33% 37% 38% 32% 34% 26% 36% 30%
issues
Follow your favourite brands 28% 38% 26% 33% 28% 18% 29% 28%
Give to charity 7% 6% 5% 9% 6% 8% 8% 5%
Better equip yourself for lifestyle
16% 24% 29% 17% 13% 4% 15% 18%
changes
Engage with government or political 19% 12% 15% 14% 11% 19% 10%
14%
parties
Net: Lifestyle management 86% 89% 87% 84% 90% 80% 89% 83%
[Base: All Switzerland internet users (n=947)]
54

50. Sharing / receiving Viral ad campaigns
Q7bi3/4. Video clips, websites or images are often produced in association with a particular product or brand. Have you ever shared /
received one of these with friends or family either on your PC/laptop/other computer or via you mobile phone or PDA Device?
Switzerland 2010 (10 countries) 2010 (15 countries)
On PC On mobile phones / PDA
55% 58%
47% 50% 49%
41% 44% 42% 41%
40% 37% 40%
% 32% 35%
31%
29%
Receiving 24% 23% 23% 21%
18% 20%
14% 12%
Total Receiving Video clips Website links Images Total Receiving Video clips Website links Images
% 71% 63% 70% 63% 54% 62% 70% 65% 75% 70% 63% 71% 78% 65% 80% 61% 64% 70% 74% 83% 90% 71% 68% 78%
Converting
On PC On mobile phones / PDA
45%
39% 39%
33% 35%
31% 30% 29% 31%
26% 25% 24% 24%
22% 19% 21%
18% 15% 17%
% 13% 11% 9% 14% 10%
Sharing
Total Sharing Video clips Website links Images Total Sharing Video clips Website links Images
[Base: All Switzerland/European 10/15 internet users (n=947/8445/13333)]
[Base: All Switzerland/European 10/15 internet users with internet enabled phone (n=502/4169/7050)]
55

51. MOBILE PHONE AND TECHNOLOGY
USE