media scope laura final 2008

EIAAMediascope Europe

2008 trends

Laura ChaibiYahoo! Europe

2

Mediascope 2008

3

EIAA… working together

4

2008 European consumer trends

The basics

Media trends

Internet audiences

Content online

Shopping

Advertising

THE BASICS

6

Germany 23%

France 18%

UK 17%

Sweden 3%Norway 1%Denmark 2%

Netherlands 5%

Belgium 3%

Spain 12%

Italy 17%

100% Europe100% Europe

Mediascope Europe

6th consecutive year

10 European countries

9095 people surveyed

Quotas on:age, gendereducation regional distribution within countries

One source measuring all major media

7

European Internet trends: going wireless

297m people in Europe

178m online (60%)

143m have broadband80% on internet users

48% of population

70m are wireless49% of BB internet users

24% of population

8

Women out number men online!

24% Germany, 43.3m

10% Spain, 18.4m 6% Dutch, 11.1m

20% France, 34.4m

18% United Kingdom, 32.4m

11% Italy, 20m 3.5% Sweden

6.0m

3.5% Belgium5.8m

2% Denmark3.7m

2% Norway3.0

women

89.3m (57%)

+ 10% YoY

88.7m

(64%) +2% YoY

men

83% internet pop.

Italy GermanyUK France Spain

MEDIA TRENDS

10

Radio trends, renaissance with DAB?

Media planning: 50% of radio listeners

media mesh, and 63% youth

Newspapers 29%

Magazine 22%

Internet 17%

TV 6%

75% listen to radio

13.2 hours / week

74% households have DAB

Top media:mornings, 67% reachafternoon, 67% reach

Heavy radio listeners (hours per week)

Dutch

17.3 Belgium

16.7 Denmark

15.3 Germany

15.3 UK

13.4

17% feel lost without their radio

11

Printed newspapers down, online up?

11% feel lost without their newspaper

Media planning: 57% of news readers

media mesh & 60% youth

Radio 34%

TV 28%

Internet 5%

Magazine 5%

72% read newspapers weekly

4.9 hours / week, lowest to date

59% news online, top category

Top 2nd media:mornings, 60% reachafternoons 49 % reach

Heavy press readers (hours per week)

Italy

5.6 Dutch

5.0Sweden

5.0Germany

4.9

UK

5.6

12

Traditional TV declines, online TV in?

27% feel lost without their TV

Media planning: 52% of TV viewers

media mesh & 64% youth

Newspapers 24%

Magazine 20%

Internet 20%

Radio 7%

93% watch TV

14.2 hours / week, lowest to date

59% have 2+ TVs in the house

Top media:evenings, 82% reach9pm – 6am, 51% reach

Heavy TV viewers (hours per week)

Dutch

15 Belgium

14.6Germany

14.5France

14.3

UK

15.5

13

Internet, more media moving online

35% feel lost without their internet

Media planning: 52% of internet users

media mesh & 68% youth

TV 29%

Radio 27%

Newspaper 4%

Magazine 4%

60% use the internet weekly

90% of youth

12.0 hours / week, highest to date

39% have 2+ PCs / laptops (home)

Top media:afternoons, 71% reachevening 75% reach, after TV

Heavy internet users (hours per week)

Italy

13.4 France

12.3Spain

12.1Denmark

12.1

UK

13.5

14

Ave

rag

e n

um

ber

of

ho

urs

per

wee

k

[Base: All Europe using each media (n=9095)]

Visual media, new advertising opportunities: online & mobile

15.4 15.316.0

14.2

Watch television(not through Internet)

2005 2006 2007 2008

??

?

Watch TV, film, video clips online 27%

Download films, TV, video clips 17%

On demand TV 11%

Watch video / film clips on mobile 6%

54% who download stuff online

transferred the content to another device

15

Media converging online

INTERNET AUDIENCES

17

majority now online at the weekends

51% now online at the weekends

55% online everyday

5.6 days online each week

75% online during primetime TV slot

laptops

wireless

freedom

flexibility

81% weekday 72% w/end25-34

MON TUE WED THUR FRI SAT SUN

59% weekday 51% w/endEU

88% weekday 80% w/endYouth

18

people online more… and they’re empowered

Heavy internet users (16 hours+ per week)

50m people are heavy internet users

3 in 10 heavy internet users

76% online 5 days + / week 84% for youth

Keeping in touch

Holidays / travel

better product

/service choice

Manage money

Health info Local gov’t info

Environmental issues

Manage life changes

Giving to charity

73% 54% 51%

46% 42% 39%

35% 19% 14%

39%

36%

22%

20%

32%

25%

16-24

25-34

35-54

55+

Men

Women

12.9m12.9m

16.2m16.2m

28.4m28.4m

14.5m14.5m

6.4m6.4m

22.3m22.3m

19

+45% time online up (since 2004)

+16% more time online (than rest of EU)

40m golden youth, 25-34 year olds: Internet on par with TV

83% are online weekly

63% online everyday

Internet TV

6.0 days

5.9 days

83% use weekly

82% use weekly

13.9 hours/week

13.7 hours/week

can’t live without it:

45% 27%

44% online after 9pm (20% more likely)

36% heavy online users

86% have broadband

50% wireless

37% media mesh TV - Internet

20

79%

59%

50%

41%

38%

40%

36%

33%

30%

Email

News

Banking/finance

Social networking

Film

Music

IM

Clothes/fashion

Radio

Golden youth more active online

61%

81%

55%

49%

44%

44%

43%

41%

36% EU

communication

information

entertainment

manage lifestyle

21

Golden youth do more as a result of internet

+47% prep for life changes

+15% manage finances

+14% health info

+12% choose betterproducts / services

+7% Keep in touch with family

/ friend

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?

CONTENT ONLINE

23

Where are Europeans divided online?

59%France

17%Sweden

Music

40%EU

64%Belgium

24%Italy

49%EU

Local info

50%Germany

12%Spain

Auction

35%EU

Banking/Finance

75%Sweden

14%Italy

50%EU

50%Germany

17%Italy

Price comparison

39%EU

61%

Film

55%France

24%Norway

38%EU

42%France

technology

22%Denmark

36%EU

32%Sweden

TV websites

5%Italy

15%EU

Mobiles

25%Norway

11%Dutch

19%EU

42%

40%

38%

33%

31%

20%

27%

14%

24

18 web activities measured…top 9

Email

Social networking

50%Germany

IMSearch

Radio

84%

Watch TV, Film , video

Rating / reviews

Download music

Forums

79%

41%

36%

30%

27%

25%

26%

24%

25

Germany

More

37% Ratings & reviews EU 25%

27% ForumsEU 24%

24% Creating personal

profileEU 20%

LessMedia & downloads

radiodownload musicon demand TVVideo/film/TV clips

Talking online

IM Social networkingblogging

26

France

More96% Search

EU 84%

92% EmailEU 79%

48% Social networkingEU 41%

60% Instant MessagingEU 36%

27% VOIPEU 17%

29% BloggingEU 17%

Less

19% Ratings & reviews

EU 25%

15% create personal profileEU 20%

9% on demand TV

EU 11%

27

Spain

More47% social networking

EU 41%

41% IMEU 36%

32% watch TV / Film/ video clips

EU 27%

37% Music downloadsEU 26%

30% download film /videoEU 17%

20% PodcastingEU 13%

Less63% Search

EU 84%

71% emailEU 79%

27% Radio listeningEU 30%

15% Ratings & reviews

EU 25%

28

United Kingdom

More

23% On demand TV EU 11%

38% Ratings & reviews EU 25%

31% Creating personal profiles

EU 20%

Less

20% Forums EU 24%

24% watch TV, film, video clipsEU 27%

29

Italy

More

= downloading music 25%

= downloading film /video 16%

LessMedia streaming

radioon demand TVpodcasting

Talking online

IM Ratings and reviewsEmail

30

And what about mobile?

30% Bluetooth

15% send/receive email

7% IM

6% watch video/ film

5% social networking

2% view internet sites

19% use their mobile to communicate without talking!email, IM, social networking

SHOPPING ONLINE

32

Online shopping

33

Ecommerce basics in the last 6 months

97% research online for purchases

84% shopped online shoppers

1.6bn purchases made online in EU

9.2 avg. # of purchases per shopper

7.7 in 2007

€692 avg. amount spent per person

34

41% change their mind on brand to buy

33%

35%

37%

38%

39%

41%

41%

49%

63%

67%

69%

France

Spain

Germany

Italy

Belgium

Europe

Netherlands

UK

Sweden

Denmark

Norway

Top online sources

66% search

50% price comparison website

49% brand websites

46% customer reviews online

45% retailer websites

45% expert web reviews

16% access info on mobile internet

35

Shopping online where we show true colours

Music downloads & mobiles

Clothes, toiletries & cosmetics

Books, electrical goods, concert/festival tickets, clothesCDs

Insurance, food/groceries, electrical goods… everything!

Travel tickets, music downloads, theatre/cinema tickets, film downloads

UK

GermanySpain

France

Italy

ADVERTISING

37

Time to celebrate? Or double edged sword?

67% concerned about tailored advertising

54% positive or neutral to online adverts ‘based

on my previous surfing habits’

56% it’s important ads are related to my

interested

viruses, SPAM, identity theft, loss of privacy, loss of financial data

However…

Concerns?

38

And what about online ads?

Over 50% Make them entertaining

They should look good

Related to my interests

6 in 10Give me the control to click

on them

Suit all ages please

7 in 10Don’t get in the

way of my surfing

SUMMING UP

40

To sum up…

Wireless

Online daily, weekends too!

More media moving online

We’re empowered

More women

Golden youth drive usage

We’re shopping online & we change our minds

41

THANKS

Laura ChaibiYahoo! Europelchaibi@yahoo-inc.com