Download - 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
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+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%
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
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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
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