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Pan-European Launch Presentation Summary
May 2012May 2012
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Presentation Agenda
1. Introduction
→ Background
→ Coverage and Methodology
2. Findings
2
→ The Media Evolution
→ Internet everywhere by any means
→ Media multi-tasking means more active consumers
→ Brand relationships grow via digital touchpoints
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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
3
→ Evolution of media multi-tasking and emerging and evolving online media
→ Video consumption, social media and e-commerce
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Coverage and Methodology
• Conducted since 2003
• 28 markets in February 2012
• Omnibus + online
• Over 50,000 interviews
Russia
PolandDenmark
Sweden
Norway
Finland
CzechRepublic
4
• Over 50,000 interviews
• Quotas on age, gender,
education and regional
distribution
Hungary
ItalySpain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Germany
Netherlands
Ukraine
Bulgaria
Romania
Ireland
Greece
Slovenia
Croatia
Slovakia
SerbiaAustria
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The media evolution
426.9mof Europeans are online
5
Total adult European population of 652.1million
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The European media consumption landscape
Penetration
Online 65% +19%*
Radio 64% +3%
TV 95% +1%*
6
*Since 2010, based on EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO
Radio 64% +3%*
Newspapers 62% -6%*
Magazines 48% +12%*
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Online 14.8hrs +15%*
Radio 12.7hrs
TV 16.8hrs +11%*
The European media consumption landscape
Hours per week used
7
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
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of Internet users watch TV online
73% + 10%*
Internet becomes ‘all consuming’ media device
8
*Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)
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of Internet users listen to radio online
67% + 54%*
Internet becomes ‘all consuming’ media device
9
*Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)
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of Internet users read news online
91% + 25%*
Internet becomes ‘all consuming’ media device
10
*Since 2010 (EU10 – UK, FR, DE, IT, ES, NL, BE, DK, SE, NO)
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Internet everywhere by any means
50.9m
11
50.9m of Europeans use a Tablet to go online
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139.2m415.7m
50.9m
Increasing choice of Internet access
12
40.7mEuropeans using internet via each device weekly
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The alternative ways of going online
13.3 hours spent online via computer each week, Predominantly used in the EVENING
13
9.4 hours per week spent,
mainly DAY usage
Amongst users
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The alternative ways of going online
9.3 hours per week spent, mainly EVENING usage
14
6.8 hours per week spent,
Predominantly used in the
EVENING
Amongst users
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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
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48%of Europeans use
the internet whilst
they watch TV
+ 56%*
Media multi-tasking means more active consumers
16
*since 2010 (EU15 - UK, FR, DE, IT, ES, NL, BE, DK, SE, NO, PL, PT, RU, CH, TR)
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TV and Internet multitasking across Europe
59%in Northern
Europe
58% 44%
17
58%in Western
Europe
44%in Central &
Eastern Europe
39%in Southern
Europe
Western Europe = UK, FR, DE, BE, CH, NL, AT, IENorthern Europe = NO, SE, DK, FISouthern Europe = ES, IT, PT, GRCentral and Eastern Europe = BG, HR, CZ, HU, PL, RO, RU, RS, SK, SI, TR,UA
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Relationship between content consumption on TV and online
33%of online activity
related to the TV
18
related to the TV
programme
people are
watching*
*base: online European multi-taskers with TV
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Brand relationships grow via digital touchpoints
41% of European Internet users agree that the way a brand communicates online is important
19
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Internet influence on purchase decisions for products
51%of all European Internet
users state the internet
helps them choose better
20
helps them choose better
products /service
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€187,990 millionspent online in Europe
across a 6 month period
Spend online
21
13 is the average number of
purchases made per
person in Europe across
a 6 month period
€544is the average amount spent per
person in Europe across a 6
month period
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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
22
→ 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
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Mediascope Europe – Pan-European Sponsors
23
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Mediascope Europe – Western Europe Sponsors
FRANCEBELGIUM
IRELAND
AUSTRIA
GERMANY
24
SWITZERLANDUK
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Mediascope - Northern & Southern European Sponsors
PORTUGAL
GREECEDENMARK FINLAND
25
SPAIN
ITALY
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Mediascope Europe – Central & Eastern European Sponsors
BULGARIA HUNGARYCROATIA
26
CZECH REPUBLIC
RUSSIA
POLAND
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Mediascope Europe – Central &Eastern European Sponsors
SLOVENIA
SLOVAKIAROMANIA SERBIA
27
TURKEY UKRAINE
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