ES Results June 2012
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
Background As part of their research remit, the IAB Europe conducts Mediascope Europe, widely recognised asthe industrystandardconsumer standard research studyon 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 similaritiesand and differences Identify changing media consumption patterns Evolution of media multi tasking tasking and emerging and evolving online media Video consumption, social media and e commerce 3
Coverage and Methodology Fieldwork took place in 28 markets in February 2012 An Omnibus + Online methodology was used across allcountriestotalling totalling nearly 50,000 interviews The application of quotas ensured that representative samples were achieved in each Market Ireland Netherlands Norway Denmark Sweden Finland Poland quotas on age, gender, Hungary France education and regional distribution were Belgium Italy applied Portugal Spain UK Switzerland Germany Slovenia Austria Slovakia Croatia Czech Republic Romania Greece Ukraine Bulgaria Russia Serbia Turkey 4
The Media evolution 27.1m Spanish are online Total adult Spain population of 39.6 million 5
The Internet evolution 68% since of all Spanish are online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Spanish Internet users spend on average 14.1hrs online per week EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Increased 17% 2010 Increased 8% since 2010 6
The Spanish media consumption landscape Penetration 4% EU: 95%, TV 97% Since 2010* WE:94%, NE:95%, SE:97%, CEE:95% 17% Online 68% Since 2010* 6% Rdi Radio 72% 59% 5% Newspapers 59% 5% Since 2010* Since 2010* 18% Magazines 27% Since 2010* EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% EU: 64%, WE:82%, NE:85%, SE:68%, CEE:48% EU: 62%, WE:70%, NE:82%, SE:59%, CEE:56% EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39% 7
The Spanish media consumption landscape Hours per week used EU: 16.8 16% TV 15.1hrs1hrs WE:16.0, NE:14.0, Since 2010* SE:16.7, CEE:17.7 Online 14.1hrs1hrs 8% Since 2010* EU: 14.8 WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Rdi Radio 12.1hrs1hrs 4% Since 2010* EU: 12.7 WE:13.4, NE:13.5, SE:10.6, CEE:12.9 41h 11% EU: 4.6 Newspapers 4.1hrs WE:4.8, NE:4.9, Since 2010* SE:4.2, CEE:4.6 Magazines 3.6hrs No change Since 2010* EU: 4.0 WE:4.0, NE:3.6, SE:3.5, CEE:4.2 8
Internet becomes all consuming media device 68% EU: NE:81% of Spanish Internet users watch TV online 73% WE:67% SE:65% CEE:81% 8% watch TV online at least daily A further 21% watch TV at least weekly 9
Internet becomes all consuming media device 62% of Internet users listen to the radio online 10% listen to the radio online at least daily A further 16% listen at least weekly EU: 67% WE:61% NE:67% SE:64% CEE:73% Based on monthly use, the proportion of internet users listening to the radio online is up 15% since 2010 88% 36% read news online at least daily 88% WE:86% of Internet users read news online A further 21% read news at least weekly EU: 91% NE:94% SE:91% CEE:96% 10
Internet everywhere by any means 22m 2.2m Spanish use a Tablet to go online 11
Increasing choice of Internet access Accessing the internet via the computer is the most popular p method Used by 26.6 million Spanish (67% EU:64%) However 35% of all Internet users in Spain (EU:37%) go online via more than one device 12
The alternative ways of going online 8.5m Spanish go online using a mobile 21% of Spanish (EU:21%) Increase in usage from 7% to 21% Spend on average 10.11 hours per week (EU:9.4hrs) 85% use their mobile to go online during the day 2.2m Spanish go online using a tablet 5% of Spanish (EU:8%) Spend on average 8 hours per week (EU:9.3hrs) 68% use their tablet to go online in the evening 13
The alternative ways of going online 1.6m Spanish go online using a games console 4% of all Spanish (EU:6%) 14
Advancing technologies in household Home desktop computer 70% ES EU computer 70% 62% Laptop computer 63% Netbook computer 10% Tablet Device 9% 56% 14% 9% WE:62%, NE:63%, SE:63%, CEE:63% WE:68%, NE:77%, SE:58%, CEE:46% WE:16%, NE:11%, SE:16%, CEE:11% WE:13%, NE:13%, SE:7%, CEE:7% E Reader 5% 6% WE:10%, NE:2%, SE:3%, CEE:5% HDTV 33% 35% WE:50%, NE:48%, SE:32%, CEE:24% Internet enabled TV 17% 16% WE:19%, NE:20%, SE:12%, CEE:16% 15
Media multi tasking means more active consumers 39% of online EU: 48% WE:58% NE:59% SE:39% CEE:44% Spanish are li whilst watching TV Increased 77% since 2010 16
Relationship between content consumption on TV and online 2 hours per week across Spain (EU:2.8hrs) is spent watching TV and online at the same time (13% (EU:16%) of all time spent watching TV) Among Spanish who watch TV and are online concurrently, 17%EU: 33% state the online activity is likely to be related to the TV programme they are watching 17
Relationship between content consumption on TV and online Programme Genre lk likely l to be watching ES Entertainment 70% News 50% Documentary 32% Sport 27% Music 12% Lifestyle 6% Adverts/Advertising 15% EU 63% 61% 35% 31% 27% 18% 13% WE:65%, NE:62%, SE:71%, CEE:60% WE:52%, NE:47%, SE:56%, CEE:70% WE:41%, NE:35%, SE:33%, CEE:31% WE:32%, NE:27%, SE:28%, CEE:31% WE:28%, NE:21%, SE:23%, CEE:27% WE:23%, NE:25%, SE:13%, CEE:14% WE:15%, NE:16%, SE:14%, CEE:10% 18
Multi tasking by Internet device Internet users via a Tablet in Spain are most likely to multi task compared to other users of other internet devices Only 12% do not use any other device whilst being online on a tablet (EU:15%) 42% watch TV whilst online on a tablet (EU:67%) Internet users via a Game console in Spain are least likely to multi task compared to other users of other internet devices 45% do not use any other device whilst being online on a games console (EU:34%) 19
Brand relationships grow via digital touchpoints 36%of Spanish Internet users agree that the way a brand communicates online is important 20
Internet influence on brand choice and purchase decision 35% of all Spanish 41% of all Spanish Internet users Internet users are inclined to often visit the find out more about products they websites of my favourite brands see advertised online EU: 47% WE:35% NE:34% SE:45% CEE:59% EU: 46% WE:42% NE:34% SE:48% CEE:49% 26% of all Spanish 36% of all Spanish Internet users Internet users are more likely to state the way a buy a product of a brand that they brand communicates online is follow on a social networking site important in influencing my opinion of that brand EU: 30% WE:19% NE:18% SE:29% CEE:42% EU: 41% WE:31% NE:26% SE:41% CEE:51% 21
Internet influence on purchase decisions for products 37% of all Spanish Internet users state the internet helps hl them choose better products /service EU: 51% WE:52% NE:46% SE:45% CEE:53% 22
Internet influence on purchase decisions for products The Internet is important when deciding to purchase Travel tickets 65% 57% Electrical goods 47% 57% Holidays 61% 53% Mobile handsets/contracts 54% 50% Financial products or services 34% 47% Cars 41% 44% Clothes and accessories 37% 41% Insurance 42% 39% Toiletries/ Cosmetics 29% 35% Health products 24% 35% Home furnishings 33% 35% SP EU 23
Consumers connecting via multiple touch points Among all Spanish Internet users: Among all Spanish Smart phone users: 67% are interested in location based vouchers (EU:48%) 39% are interested din downloading di a mobile phone app (EU:41%) 28% are interested in QR codes (EU:32%) 35% are interested in connecting via social networks (EU:38%) 26% are interested in viewing video content as part of advertising campaigns (EU:30%) 18% are interested in uploading video/ images to a brand s website advertising (EU:24%) 24
Benefits users get via digital 76% 36% 41% EU: 81% WE:83% NE:85% SE:79% CEE:80% of all Spanish Internet users state the internet helps them manage their lifestyle 3% Since 2010 61% EU: 63% WE:62% NE:66% SE:61% CEE:64% EU: 44% WE:51% NE:62% SE:35% CEE:40% of all Spanish Internet users state the internet helps them manage finances 13% Since 2010 EU: 43% WE:54% NE:61% SE:44% CEE:32% of all Spanish Internet users state the internet helps them book holidays or make travel arrangement 61% of all Spanish Internet users state the internet helps them keep in touch with friends or relatives 25
The internet is an entertainer and enabler 53% of Spanish are online during the traditional primetime TV evening slot (EU:52%) 26
Online is essential for entertainment 53% of all Spanish are online during the primetime evening TV slot EU: 52% WE:67% NE:74% SE:46% CEE:42% l 60% of all Spanish are online during the weekend EU: 60% WE:76% NE:83% SE:53% CEE:51% 27
Online is essential for entertainment Entertainment Activities Ever Carried Out ES EU Watch video clips WE:77%, NE:86%, 79% 81% SE:83%, CEE:83% Listening to radio 15% WE:61%, NE:67%, 62% Since 2010 67% SE:64%, CEE:73% Listening to music online WE:52%, NE:65%, 63% 66% SE:66%, CEE:77% Watch a film WE:52%, NE:60%, 63% 66% SE:63%, CEE:80% Watch online TV WE:51%, NE:69%, 56% 60% SE:54%, CEE:68% Watch ac live events ee WE:49%, NE:59%, 61% 59% SE:62%, CEE:67% Music downloads WE:47%, NE:47%, 50% 57% SE:52%, CEE:69% Online gaming 38% WE:43%, NE:45%, 54% 55% Since 2010 SE:55%, CEE:66% Use catch up or on demand TV 93% WE:55%, NE:63%, 51% 54% Since 2010* SE:40%, CEE:57% WE:39%, NE:49%, Download video clips 52% 52% SE:54%, CEE:62% WE:36%, NE:39%, Download a film 61% 51% SE:56%, CEE:63% Download a TV programme WE:38%, NE:45%, 48% 46% SE:44%, CEE:53% Podcasting 45% 43% WE:37%, NE:42%, SE:45%, CEE:49% Uplift based on monthly usage levels 28
Connectivity via mobile phones increasing engagement 44% NE:50% EU: 44% WE:47% NE:50% SE:46% CEE:40% of Spanish own a smartphone 29
Activities carried out on mobile phones Activities carried out on weekly basis Communication Send and receive emails 33% Use a personal social network 23% Use a professional social network 11% Entertainment/Info ES EU 37% 29% 13% Access internet sites through a browser 24% 33% Download or listen to music 23% 28% Use a mobile phone search engine 17% 27% Download or use an app 20% 23% Download or play games 16% 19% Watch film, TV or video clips 11% 16% Download film, TV or video clips 10% 16% E Commerce See advertising on an internet site/ app 10% 17% Shop online via web browser 9% 11% Shop online via an app 7% 9% 30
Instant access to information at consumers fingertips 36% of Spanish Internet users visit news websites everyday 31
Websites visited Top Websites used at least Daily Top Websites used at least Monthly ES EU ES EU Social media 40% 43% News 71% News 36% 40% Social media 72% Video 14% 18% Video 66% Banking and Finance 15% 16% Banking and Finance 62% Hobby 11% 15% Maps 60% Sports 13% 12% Local information 56% Forums 9% 11% Hobby 44% Jobs 14% 11% Films 47% Music 7% 10% Music 43% Local information 10% 9% Price Comparison Sites 36% 78% 70% 67% 66% 61% 60% 58% 52% 52% 49% 32
Websites visited more often Uplift in Monthly use of websites since 2010 Personal Care 35% Banking & Finance 129% Property 50% Games 7% Mobile Phones 50% 33
Internet enriches consumer communication 96% of Spanish Internet users communicate through email 34
Communicating online Top activities iti ever Top activities iti carried idout Top activities iti carried idout carried out at least Daily at least Monthly EU: 95% EU: 74% EU: 93% Email WE:97%, NE:97%, 8% 96% WE:94%, NE:93%, 80% WE:77%, NE:68%, 93% Email 96% SE:97%, CEE:93% SE:73%, CEE:72% SE:93%, CEE:91% Since 2010 Instant message 78% EU: 73% WE:63%, NE:65%, SE:79%, CEE:79% 32% EU: 24% WE:18%, NE:17%, SE:30%, CEE:28% 63% EU: 54% WE:43%, NE:41%, SE:62%, CEE:62% 2% Since 2010 EU: 62% Contribute to forums WE:54%, NE:55%, 21% 59% 6% WE:7%, NE:4%, 35% WE:32%, NE:27%, SE:65%, CEE:69% EU: 56% EU: 9% SE:8%, CEE:12% EU: 38% SE:40%, CEE:44% Blogging WE:43%, NE:49%, 33% 59% 7% WE:5%, NE:8%, WE:25%, NE:28%, 36% SE:63%, CEE:65% EU: 8% SE:10%, CEE:9% EU: 32% SE:41%, CEE:34% Since 2010 Since 2010 35
Communication with friends and family on Social media 84% of all Spanish Internet users have used a personal or professional Social lmdi Media website bit EU: 81% WE:73%, NE:80%, SE:84%, CEE:87% 36
Communication with friends and family on Social media Top activities carried out at least Daily Top activities carried out at least Monthly Read emails I had received 70% Read emails I had received 87% EU: 77% EU: 91% Read updates/ messages 43% Read updates/ messages 81% Contacted someone specific EU: 42% EU: 80% 11% 49% EU: 22% Contacted someone specific EU: 63% 14% 57% Posted an update Posted an update EU: 17% EU: 53% 12% 50% Played games EU: 17% Commented on photos/ videos EU: 49% 44% Commented on photos/ videos 10% EU: 10% Uploaded photos/ videos EU: 49% Updated my profile 7% 41% EU: 8% Played games EU: 48% Uploaded photos/ videos 5% Updated my profile 45% EU: 6% EU: 43% %s Among Social Media users 37
Communications with brands on Social media Top activities carried out at least Monthly Top activities ever carried out Liked / became a fan of a brand 41% Liked / became a fan of a brand 66% EU: 42% EU: 67% Unfriended brand 16% Complained directly to a company 51% EU: 20% EU: 52% Complained about a brand/product 27% Complained about a brand/product 58% EU: 20% EU: 50% Complained directly to a company 17% Unfriended brand 47% EU: 19% EU: 47% Created group for favourite 12% Created group for favourite 30% brand/product EU: 16% brand/product EU: 32% Created group to boycott brand/product 12% 26% Created group to boycott EU: 11% brand/product EU: 27% %s Among Social Media users 38
Online plays a key function in the purchase funnel 11,438 million was spent online in Spain from September February EU: 187,990m 39
Purchasing online 97% of all Spanish Internet users research online for purchases EU: 96% WE:97%, NE:97%, SE:97%, CEE:93% 14% of all total shopping made is conducted online among Spanish Internet users EU: 19% WE:24%, NE:16%, SE:15%, CEE:16% 89% of all Spanish Internet users shop online EU: 87% WE:94%, NE:94%, SE:88%, CEE:80% %s Among Internet users 40
Spend online 9 11,438 million spent online in Spain across a 6 month period EU: 187,990m is the average number of 500 purchases made per is the average amount spent per person in Spain across a person in Spain across a 6 6 month period EU: 13 month period EU: 544 %s Among Internet users/p6m purchasers 41
Products purchased Most popular products purchased online Books 25% Clothes and accessories 28% EU: 43% EU: 38% Travel ltickets t 46% EU: 34% Electrical goods 22% EU: 32% Holidays 36% EU: 28% Toiletries/ Cosmetics 17% Concert, theatre or festival tickets 27% EU: 26% EU: 25% 42
Conversion rates Products with highest conversion 62% CDs 62% EU: 88% DVDs 73% EU: 88% Travel tickets 92% EU: 85% Toys 59% EU: 83% Books 58% EU: 81% Clothes and accessories 68% EU: 78% Concert, theatre or festival tickets 93% EU: 76% Toiletries/ Cosmetics 71% Electrical goods 63% 84% EU: 74% EU: 70% Cinema tickets 84% EU: 70% Blu ray discs 67% EU: 67% Car hire 92% EU: 64% Sports equipment 50% Food/grocery shopping 67% EU: 63% EU: 63% 43
To summarise The Internet is increasingly becoming the choice for consumption ofothermedia other 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 andusing theinternet at thesame time, growing tablet ownership levels will only drive this media convergence higher 44
THANKS IAB Europe mediascope@iabeurope.eueu 45