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

Transcription

1 Alison Fennah, VP Research & Marketing IAB IAB Hungary Research Day - Budapest 15 th

2 Presentation Agenda 1. Introduction Background Coverage and Methodology 2. Main Findings 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 Instant access to information at consumers fingertips Internet enriches consumer communication Online plays a key function in the purchase funnel 2

3 Background As part of their research remit, the IAB conducts Mediascope, widely recognised as the industry standard consumer research study on the an media landscape The broad aim of this study is to capture the different ways in which consumers are developing across 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 Fieldwork took place in 28 markets in February 2012 An Omnibus + Online methodology was used across all countries totalling nearly 50,000 interviews The application of quotas ensured that representative samples were achieved in each Market quotas on age, gender, education and regional distribution were applied Hungary Omnibus IMAS International: 500 sample; Online GMI: 1000 sample Belgium Portugal Ireland Netherlands Spain UK Norway France Switzerland Denmark Sweden Germany Slovenia Austria Finland Poland Italy Slovakia Ukraine Romania Hungary Croatia Czech Republic Greece Bulgaria Russia Serbia Turkey 4

5 Mediascope - Sponsors Mediascope 2012 is supported by over 100 leading media companies, local IABs and other trade associations * The study is produced with the support of members and non-members of IAB and in the case of non-members this does not imply any relationship with IAB other than that of Mediascope sponsor 5

6 Mediascope Hungarian Sponsors 6

7 The media evolution 426.9m of ans are online Total adult an population of 652.1million 7

8 The an TV consumption 16 hours/week in Western 14 hours/week in Northern 16.7 hours/week in Southern 17.7 hours/week in Central & Eastern EU average = 16.8hs Base: All an who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290, 8

9 The an radio consumption 82% in Western 85% in Northern 68% in Southern 48% in Central & Eastern EU average = 64% Base: All an who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290, 9

10 The an newspapers consumption 70% in Western 82% in Northern 59% in Southern 56% in Central & Eastern EU average = 62% Base: All an who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290, 10

11 The an Internet consumption 81% in Western 87% in Northern 61% in Southern 55% in Central & Eastern EU average = 65% Base: All an who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290, 11

12 The an Internet consumption 14 hours/week in Western 14.8 hours/week in Northern 13.8 hours/week in Southern 16.1 hours/week in Central & Eastern EU average = 14.8hs Base: All an who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290, 12

13 Internet becomes all consuming media device 73% of Internet users in Hungary have ever watched TV online 73% NE:81% SE:65% of an Internet users watch TV online 12% watch TV online at least daily A further 28% watch TV at least weekly Base: All internet users n=27,446 All Hungary internet users n=996 13

14 Internet becomes all consuming media device 67% of Internet users listen to the radio online 11% listen to the radio online at least daily A further 17% listen at least weekly CEE:73% WE:61% 54% 91% of Internet users read news online CEE:96% WE:86% 57% HU 89% HU 40% read news online at least daily A further 27% read news at least weekly 26% Base: All internet users n=27,446 All Hungary internet users n=996 14

15 Internet everywhere by any means Over 10% Tablet use in Western to go online 15

16 Increasing choice of Internet access Accessing the internet via the computer is the most popular method However 37% of an Internet users go online via more than one device - 19% of Internet users in Hungary 1st 4th 2nd 3rd Base: All an Internet desktop users (n=14,953, Internet mobile users (n=4,729) Internet tablet users (n=1,683), All Internet Games console users (n=1,124) All Hungary Internet desktop users (n=338), Internet mobile users (n=57) 16

17 The alternative ways of going online 21% of ans go online using a mobile and spend 9.4hrs per week 11% of Hungarians Spend on average 5.3 hours per week 8% ans go online using a tablet 6% ans go online using a games console Base: All an Internet desktop users (n=14,953, Internet mobile users (n=4,729) Internet tablet users (n=1,683), All Internet Games console users (n=1,124) All Hungary Internet desktop users (n=338), Internet mobile users (n=57) 17

18 Media multi-tasking means more active consumers 48% of NE:59% SE:39% Hungary 49% ans go online whilst watching TV Base: All an using the internet whilst watching TV, n=19,006, All Hungary using the internet whilst watching TV, n=701 Base: All an giving a response for using the internet whilst watching TV, n=17,413 All Hungary giving a response for using the internet whilst watching TV, n=667 18

19 Relationship between content consumption on TV and online 2.8 hours per week across (Hungary 1.5hrs) is spent watching TV and online at the same time ( 16% (Hungary 10%) of all time spent watching TV) Among ans who watch TV and are online concurrently, 33% Hungary 21% state the online activity is likely to be related to the TV programme they are watching Base: All an using the internet whilst watching TV, n=19,006, All Hungary using the internet whilst watching TV, n=701 Base: All an giving a response for using the internet whilst watching TV, n=17,413 All Hungary giving a response for using the internet whilst watching TV, n=667 19

20 Brand relationships grow via digital touchpoints 46% of an Internet users often visit the websites of their favourite brands 41% of Hungarian Internet users Base: All internet users n=27,446 All Hungary internet users n=996 20

21 Internet influence on purchase decisions for products 51% of all an Internet users state the internet helps them choose better products /service Hungary 49% Base: All internet users n=27,446 All Hungary internet users n=996 21

22 Benefits users get via digital 81% HU: 77% 63% HU: 61% 44% HU: 53% of an Internet users state the internet helps them manage their lifestyle of an Internet users state the internet helps them keep in touch with friends or relatives of an Internet users state the internet helps them manage finances Base: All internet users n=27,446 All Hungary internet users n=996 22

23 The internet is an entertainer and enabler 52% of ans are online during the traditional primetime TV evening slot (HU:61%) 23

24 Instant access to information at consumers fingertips 40% of an Internet users visit news websites everyday 36% of Hungarian Internet users 24

25 Internet enriches consumer communication 95% Of an Internet users communicate through 25

26 Communicating online Top activities ever carried out Top activities carried out at least Daily Top activities carried out at least Monthly 99% EU: 95% WE:97%, NE:97%, SE:97%, CEE:93% 88% EU: 74% WE:77%, NE:68%, SE:73%, CEE:72% 98% EU: 93% WE:94%, NE:93%, SE:93%, CEE:91% Contribute to forums 63% EU: 62% WE:54%, NE:55%, SE:65%, CEE:69% 9% EU: 9% WE:7%, NE:4%, SE:8%, CEE:12% 34% EU: 38% WE:32%, NE:27%, SE:40%, CEE:44% Blogging 61% EU: 56% WE:43%, NE:49%, SE:63%, CEE:65% 8% EU: 8% WE:5%, NE:8%, SE:10%, CEE:9% 32% EU: 32% WE:25%, NE:28%, SE:41%, CEE:34% 26

27 To summarise The Internet is increasingly becoming the choice for consumption of other media TV, radio, newspapers The Internet influences people s perceptions of brands and products, although this could be further maximised Accessing the internet is no longer solely via traditional 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 time, growing tablet ownership levels will only drive this media convergence higher 27

28 THANKS IAB IAB Hungary 28