Pan-European Launch Presentation Summary

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1 Pan-European Launch Presentation Summary May 2012

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 markets in February 2012 Omnibus + online Norway Sweden Finland Czech Republic Russia Over 50,000 interviews Quotas on age, gender, education and regional distribution Denmark Poland Ireland Ukraine UK Germany Slovakia Netherlands Romania Hungary France Bulgaria Belgium Turkey Italy Spain Slovenia Greece Portugal Switzerland Austria Croatia Serbia 4

5 The media evolution 426.9m of Europeans are online Total adult European population of 652.1million 5

6 The European media consumption landscape Penetration TV 95% +1%* Online 65% +19%* Radio 64% +3%* Newspapers 62% -6%* 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 users watch TV online 10%* *Since 2010 (EU10 UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 8

9 Internet becomes all consuming media device 67% + of Internet users listen to radio online 54%* *Since 2010 (EU10 UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 9

10 Internet becomes all consuming media device 91% + of Internet users read news online 25%* *Since 2010 (EU10 UK, FR, DE, IT, ES, NL, BE, DK, SE, NO) 10

11 Internet everywhere by any means 50.9m of Europeans use a Tablet to go online 11

12 Increasing choice of Internet access 50.9m 415.7m 139.2m 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 they watch TV + 56%* *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 Western Europe 39% in Southern Europe in Central & Eastern 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 person in Europe across a 6 month period 544 is the average amount spent per person in Europe across a 6 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

23 Mediascope Europe Pan-European Sponsors 23

24 Mediascope Europe Western Europe Sponsors AUSTRIA BELGIUM FRANCE GERMANY IRELAND SWITZERLAND UK 24

25 Mediascope -Northern & Southern European Sponsors DENMARK FINLAND GREECE ITALY PORTUGAL SPAIN 25

26 Mediascope Europe Central & Eastern European Sponsors BULGARIA CROATIA HUNGARY POLAND CZECH REPUBLIC RUSSIA 26

27 Mediascope Europe Central &Eastern European Sponsors ROMANIA SERBIA SLOVAKIA SLOVENIA TURKEY UKRAINE 27

28 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Thanks For more information #Mediascope Get involved and use it!

Alison Fennah, VP Research & Marketing IAB Europe. IAB Hungary Research Day - Budapest 15 th June @IABEurope

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