making technology work in europe the invisible market key findings from a eurobarometer survey by...
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Making Technology work in Europe
The Invisible MarketThe Invisible Market
Key findings from a EUROBAROMETER survey
by INRA (EUROPE) - E.C.O.
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Technical specifications of the survey
• Stratified random sample
• Representing the national resident population aged 15+
• Interviews taken face-to-face
• At the respondents’ home
• In total 15,900 interviews
• In 15 Member States
• October - November 1998
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Framework
• Repetition of the previous study of 1997
• Investigating 13 different types of Technology on two dimensions:– Use & Interest both at home and at work
– Buying intention in the next 6 months
• Investigating 12 types of Services accessible from a PC or a television set:– Interest for personal use of each service
– Ready to pay a monthly fee of 10 €
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The TECHNOLOGIES
questioned• Satellite dish
• Decoder for pay-TV programmes
• Teletext
• Videotext systems
• Video recorder
• Computer or PC
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The TECHNOLOGIES
questioned• CD-ROM linked to your computer
• Fax working without your computer
• Fax-modem linked to your computer
• Portable telephone, GSM
• Internet, World Wide Web connection
• Pager
• Cable television
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0
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80 Use at home, in leisure time
%
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0
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30
35
40
45Use at work
%
ACTIVE POPULATION
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0
5
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15
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25 Interest for private use among current NON-users
%
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0
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8
%
Buying intention in the next 6 months
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%
Not using and not interested for private home
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%
Not using and not interested for at work
ACTIVE POPULATION
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The SERVICES questioned
• Going through European museums• Taking part in political debates• Following a training programme from home• Getting a doctor’s advice• Consulting local town or council services• Preparing a complete trip
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The SERVICES questioned
• Contents of daily newspapers or magazines• Information on products: videos, CD, books• Looking for a job• Information on my rights as a consumer • Managing personal Bank accounts• Settling financial services contracts
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0
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45
50
% Interested
% Ready to pay
Services interested in and ready to pay 10 € for
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%
Reasons for not being interested in these Services
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Breakdown byDemographic Variables
• Sex
• Age
• Profession
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80
% Men
% Women
%
Use of Technology types Men versus Women
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5
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30
% Men% Women
%
Use of Technology types Men versus Women (next)
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90
%15-24% 25-39% 40-54% 55+
Use of Technology types by Age
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10
20
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40
50
60
70
Independent Managers Employees Workers
Unemployed Pensioners Students
Use of Technology types by Profession
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60
70
80
Autumn 97
Autumn 98
%
COMPARISON 1997/1998
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12
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18
Autumn 97Autumn 98
COMPARISON 1997/1998
%