Evolution of Internet, Mobile, TV, Radio, Newspaper and Magazine consumption across Europe

Insights into the evolution of Internet, Mobile, TV, Radio, Newspaper and Magazine

consumption across Europe

Presentation for Internet World Congress23rd June

Alison Fennah, Executive DirectorEuropean Interactive Advertising Association

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EIAA and Mediascope Europe

EIAA = European Interactive Advertising Association

Founded in 2002

European voice for the interactive advertising industry

Significant investments in research

“Mediascope Europe”: large scaled study of media consumption habits in Europe

SPA has conducted the survey since 2005

MEMBERS OF THE EIAAMEMBERS OF THE EIAA

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Presentation agenda

1. IntroductionResearch Objective

Methodology & Sample

2. Main FindingsInternet Use

How Long Internet users Spent Online

Consumer Use of the Internet

E-commerce

Media Multi-tasking

4

Research objectives

OVERALL PROJECT OBJECTIVEOVERALL PROJECT OBJECTIVEThe broad aim of this study is to measure and track changes in media consumption

patterns by various demographic segments and nationalities. This work will show when, why and how often people are using different media – in particular use of the Internet for

content, communication and commerce

The broad aim of this study is to measure and track changes in media consumption patterns by various demographic segments and nationalities. This work will show when, why and how often people are using different media – in particular use of the Internet for

content, communication and commerce

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Within each territory quotas were set to ensure our sample was representative of each market.Quotas were applied on: age, gender, education and regional distribution within countries

Within each territory quotas were set to ensure our sample was representative of each market.Quotas were applied on: age, gender, education and regional distribution within countries

TOTAL SAMPLETOTAL SAMPLE

Belgium – 500Netherlands – 500

Norway – 1000

Sweden – 1000

Denmark – 1000

Germany – 1000

Italy – 1000

Spain – 1000

France – 1000

UK – 1000

9,000 interviews across 10 European countries9,000 interviews across 10 European countries

Methodology & sample

INTERNET USE

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Typical 7 day week Internet use Weekend Internet useTypical 7 day week Internet use Weekend Internet use

[Base: All Respondents in Europe (n=9095)]

Use the Internet (%)Use the Internet (%)

Weekly/weekend internet useIn a typical 7 day week, that is Monday to Sunday / Over a typical weekend, can you tell me if you…?

84

81

79

79

67

66

64

61

60

53

40

Denmark 3.7m

Netherlands 11.1m

Norway 3.0m

Sweden 6.0m

Belgium 5.8m

France 34.4m

UK 32.4m

Germany 43.3m

Europe 178m

Spain 18.4m

Italy 20.0m

Denmark 3.7m

Netherlands 11.1m

Norway 3.0m

Sweden 6.0m

Belgium 5.8m

France 34.4m

UK 32.4m

Germany 43.3m

Europe 178m

Spain 18.4m

Italy 20.0m

76

71

71

62

60

58

55

53

51

42

24

Denmark

Netherlands

Sweden

Norway

France

Belgium

UK

Germany

Europe

Spain

Italy

Denmark

Netherlands

Sweden

Norway

France

Belgium

UK

Germany

Europe

Spain

Italy

8

Typical 7 day week Internet use Weekend Internet useTypical 7 day week Internet use Weekend Internet use

[Base: All German Respondents (n=1000)]

Use the Internet (%)Use the Internet (%)

Internet use grows over weekendIn a typical 7 day week, that is Monday to Sunday / Over a typical weekend, can you tell me if you…?

61

95

86

72

33

66

56

Change from2007

2008 Millions

22mWomen

21.3mMen

9.4m55+ years

20.3m35 – 54 years

6.4m10%25 – 34 years

7.2m3%16 – 24 years

43.3mGermany53

91

76

62

27

58

48

Change from2007

9%Women

5%Men

8%55+ years

9%35 – 54 years

19%25 – 34 years

14%16 – 24 years

8%Germany

HOW OFTEN INTERNET USERS ARE ONLINE

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InternetInternetTVTV

In a typical seven day week, on average how many days do you use TV/internet?

5,86,0 5,9 5,9 5,96,0

6,2 6,2 6,1 6,0

3

4

5

6

7

2004 2005 2006 2007 2008

GermanyEurope

[Base: All Europe/Germany TV viewers (n=8540/943)] [Base: All Europe/Germany internet users (n=6021/611)]

Num

ber o

f day

s pe

r wee

k

4,7 4,85

5,2 5,3

4,95,1

5,4 5,5 5,6

3

4

5

6

7

2004 2005 2006 2007 2008

GermanyEurope

Num

ber o

f day

s pe

r wee

k

Frequency of TV usage vs online

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25-34-years-old: Internet catches up with TV

86% of the 25-34 year-olds use the Internet every

week

86% of the 25-34 year-olds use the Internet every

week

14,7 hours per week14,7 hours per week

5,8 days per week5,8 days per week

14,4 hours per week14,4 hours per week

5,8 days per week5,8 days per week

TVTV InternetInternet

- In a typical seven day week, on average how many days do you use TV/internet?- In a typical seven day week, approximately how many hours do you tend to spend using TV/ internet?

Watch TV less frequently than Germans as a wholeWatch TV less frequently than Germans as a whole

Nearly twice as many heavyonline users (42%) when compared to all Germans

Nearly twice as many heavyonline users (42%) when compared to all Germans

Approximation

The same

+ 10%since 2007

+ 25%since 2007

+ 5%since 2007

[Base: All 25 - 34 year old Germany respondents using TV/Internet (n=98/91)]

25-34 year olds spend more time online than watching TV

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[Base: All European internet users (n=6021)]

In a typical seven day week, on how many days do you use the internet?

3953

38 35 3047

2840

5344 37 32

4833

4763 60

4336

57

37

0

20

40

60

80

100

Germany 16-24 years 25-34 years 35-54 years 55+ years Men Women

2006 2007 2008

Perc

ent o

f 7 d

ays

a w

eek

user

s

Germany

60% of the 25-34-years-old are online every day

Europe

Perc

ent o

f 7 d

ays

a w

eek

user

s

[Base: All Germany internet users (n=611)]

45 4457

39

19

51 51 45

6556 5247 52 58

40

19

51 55 4963 58

6655 57

67

4739

56 54 5564 62

51

0

20

40

60

80

100

Europe UK France Germany Italy Spain Netherlands Belgium Denmark Sweden Norway

2006 2007 2008

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Broadband connectionBroadband connection

- Thinking about the place where you use the Internet the most, do you have a broadband connection?- And is this connection wireless?

[Base: All internet users (n=6613)]

France

UK

Sweden

Norway

Denmark

Spain

Belgium

Europe

Netherlands

Italy

Germany

France

UK

Sweden

Norway

Denmark

Spain

Belgium

Europe

Netherlands

Italy

Germany

20082008

Broadband / wireless penetration rates

92%

91%

90%

89%

88%

86%

82%

80%

74%

74%

60%

45%

63%

39%

61%

47%

46%

50%

49%

50%

41%

42%

BroadbandWireless

31.6m

29.5m

5.4m

2.7m

3.3m

15.8m

4.79m

142.5m

8.2m

14.9m

26.0m

31.6m

29.5m

5.4m

2.7m

3.3m

15.8m

4.79m

142.5m

8.2m

14.9m

26.0m

Broadbandmillions

Broadbandmillions

Wirelessmillions

Wirelessmillions

14,3

18,6

2,1

1,6

1,6

7,3

2,4

69,8

4,1

6,1

10,9

14,3

18,6

2,1

1,6

1,6

7,3

2,4

69,8

4,1

6,1

10,9

CONSUMER USE OF THE INTERNET

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59% 55% 51% 50% 50% 47%39% 39% 34% 32% 28% 27%

33%40%

38%33%36%

42%50%

35%39%

49%49%59%

0

20

40

60

80

News Travel

Local information

Price Comparison SitesAuction

Banking and Finance Holidays

Technology

Clothing and fashionFilms

Sports Music

Germany Europe

Leading website types- Which of the following types of websites do you visit at least once a month?

[Base: All internet users (n=6613) and all Germany internet users (n=611)]

Top 12 Website Types (%)Top 12 Website Types (%)

Travel

Index 112

PriceComparison

Index 128

Auction

Index 143

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Which of the following types of web activities do you use at least once a month?

[Base: All Germany internet users (n=611)]

Growth in internet activities in Germany

Mash Ups +33% Blogging +

30%

Podcasting +29%

Creating socialnetworking profile

+26%

Listening to theweb radio

+20%

Making telephonecalls via internet

+13%

Instant Messaging +11%

The Internet becomes more and morean alternative to classic media and classic ways of communication.

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[Base: All Germany internet users (n=611)]

Travel +45% Films +

23%

Banking and Finance

+15%

Holidays +8%

Property +8%

Local information +6%

Family and Kids +6%

Internet gains more and more importance also in the individual daily routine of the users

Growth in website use in GermanyWhich of the following types of websites do you visit at least once a month?

E-COMMERCE

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Which of the following to do you consider to be an important source of information when researching or considering a product or service?

Key sources of information for research

75

65

63

62

55

54

51

51

45

27

16

64

46

49

50

45

51

49

46

45

30

16

Personal recommendations

Sales people in shops

Newspapers/magazines

Price comparison websites

Expert website reviews

Product information in shops

Websites of well known brands

Customer website reviews

Websites of well known retailers

Content provided by Internet Provider

Info on internet via mobile

GermanyEurope

[Base: All internet users (n=6613) and all Germany internet users (n=611)]

20

44 33 4228 39 40 38 47 41 37 31

3946 28 57 37 32 33

2724

1612

Norw ay Denmark Sw eden UK Germany Netherlands Europe France Belgium Spain Italy

Purchases made online in last 6 months

In the last six months, how many purchases would you say you have made online?

[Base: All Europe internet users (n=6613)]

2008 Results2008 Results

2007 Results2007 Results

6+

1-5

7.71 5.695.94 4.53 3.44 2.878.1115.675.6811.729.83Mean Score

Num

ber o

f pur

chas

es % 83% 79%

70%85%

76% 72% 71% 74%65%

53%43%

9.20 6.486.66 4.91 4.97 3.249.6316.7015.3815.9514.62Mean Score

Num

ber o

f pur

chas

es %

31 28 27 30 36 46 37 41 42 41 35

65 67 67 56 43 31 38 34 23 2211

Norw ay Denmark Sw eden UK Germany Netherlands Europe France Belgium Spain Italy

6+

1-5

96% 95% 94% 86%79% 77% 75% 75%

65% 63%46%

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Levels of research online

Have you ever researched/bought online or researched & bought off line any of the following products/services?

EVER RESEARCHED ONLINEEVER RESEARCHED ONLINE69

68

67

63

52

51

43

39

35

34

31

30

26

24

24

Travel tickets

Holidays

Books

Electrical goods

Concert/Festival

Clothes

CDs

Cars

Theatre/Cinema

Home furnishings

Music downloads

DVDs

Sports equipment

Financial products

Properties

GermanyEurope

TOP 5 GROWTH RATE - GERMANYTOP 5 GROWTH RATE - GERMANY

Car accessories

+ 44% since 2007

Books

+ 43% since 2007

Cars

+ 30% since 2007

Toys

+ 28% since 2007

CDs

+ 26% since 2007[Base: All internet users (n=6613/ all Germany internet users (n=611)]

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Levels of research online but bought offline

Have you ever researched/bought online or researched & bought off line any of the following products/services?

RESEARCHED ONLINE BUT BOUGHT OFFLINERESEARCHED ONLINE BUT BOUGHT OFFLINE48

41

41

40

33

29

25

25

23

21

20

18

18

16

16

Electrical goods

Travel tickets

Books

Holidays

Clothes

CDs

Concert/Festival

Cars

Home furnishings

Mobile phones

Sports equipment

DVDs

Toys

Music downloads

Financial products

GermanyEurope

TOP 5 GROWTH RATE - GERMANYTOP 5 GROWTH RATE - GERMANY

Car accessories

+ 50% since 2007

Books

+ 37% since 2007

Sports equipment

+ 33% since 2007

Toys

+ 38% since 2007

Cars

+ 32% since 2007[Base: All internet users (n=6613)/all Germany internet users (n=611)]

MEDIA MULTI-TASKING

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Who is the media multi-tasker?

…54% of European media multi-taskers are 16-34

23%11%55+

21%13%45-54

24%22%35-44

18%29%25-34

14%25%16-24

% of total number of non media multi-taskers

% of total number of media multi-taskers

Europe

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Where are they?

53%Norway

47%Sweden

53%Denmark

21%Belgium

30%Netherlands

16%Spain

7%Italy

19%Germany

26%France

27%UK

22%European Average

% of total population who use TV and internet simultaneously

Country

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82% 77%

33% 27% 21% 25% 22% 20% 22% 12%13%12%14%

87% 85%

53% 51%

38% 37% 34% 31% 31% 30%25% 24% 24%

SearchingEmail

Communicating via Social Networking sites

Instant Messaging

Watching film, TV or video clips

Listening to radio

Music downloads

Sharing thoughts on forums

Creating social networking profile

Ratings and reviews

Downloading a film, TV or video clip

Blogging

Online gaming

Non TV and internet media multi-taskers

TV and internet media multi-taskers

Communicating…Q7b. Which of the following types of web activities do you use at least once a month?

…the European media multi-tasker is adopting a ‘word of web’ attitude

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52% Bluetooth (vs. 32% of non mulit-taskers)

23% Send/received email (vs. 16%)

22% View internet sites (vs. 10%)

15% Mobile search (vs. 6%)

12% Watch video/film (vs. 5%)

11% Download software (vs. 5%)

11% Mobile instant messenger (vs. 7%)

6% Social networking (vs. 2%)

29%use their mobile to

communicate without talking!

email, IM, social networkingNon multi-taskers = 20%

Q7c/d Do you have a Mobile Phone/Blackberry or PDA/iPhone and if so in addition to making phone calls or sending text messages, which of the following activities have you undertaken ?

‘Textversation’…

…the evolution of the art of conversation?……European media multi-taskers are adopting a ‘word of web’ attitude

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82% 77%

33% 27% 21% 25% 22% 20% 22%14% 12% 13% 12%

87% 85%

53% 51%

38% 37% 34% 31% 31% 30%25% 24% 24%

SearchingEmail

Communicating via Social Networking sites

Instant Messaging

Watching film, TV or video clips

Listening to radio

Music downloads

Sharing thoughts on forums

Creating social networking profile

Ratings and reviews

Downloading a film, TV or video clip

Blogging

Online gaming

Non TV and internet media multi-taskers

TV and internet media multi-taskers

‘Word of Web’…WOW

…on brand choice…European media multi-taskers are talking about your brand, sharing their brand

experiences

Q1b. Which of the following types of web activities do you use at least once a month?

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Which of the following to do you consider to be an important source of information when researching or considering a product or service?

67%57% 57% 54% 52% 52%

62%

46% 47%41% 42% 41%

Personalrecommendations

Websites of wellknown brands

Price comparisonwebsites

Customer websitereviews

Website reviewwritten by experts

Website of wellknown retailers

TV and internet media multi-taskers Non TV and internet media multi-taskers

Trust…

…established brand names are however still very important for European media multi-taskers

30

Why they’re important?

European Media Multi-Taskers account for

47%Of European e-Commerce

€43bn

31

e-Commerce…

€632

€798

12

7

0

100

200

300

400

500

600

700

800

900

Media multi taskers non media multi taskers

Onl

ine

Spen

d €m

0

2

4

6

8

10

12

14

nos.

of o

nlin

e pu

rcha

ses

online spend nos. of online purchases

Q18/19. In the last six months, how many purchases would you say you have made online and approximately how much money would you say you spent in total on all your online purchases?

…European media multi-taskers shop more frequently online…media multi-taskers are spending 26% more than non multi-taskers

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Q16. Ever bought online any of the following products/services?

Travel tickets 57%Non multi-taskers = 45%

Books 41%Non multi-taskers = 36%

Electrical goods 41%Non multi-taskers = 27%

Clothes 41%Non multi-taskers = 27%

Concert/theatre/festival tickets 41%Non multi-taskers = 30%

90% of European media multi-taskers shop online vs. 80% of those who do not multi-task

Holidays 40%Non multi-taskers = 32%

Variety…

…all categories are now considered purchases, not just high ticket

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Which of the following do you do you feel you have been able to do more of as a result of using the internet?

Keep in touch with friends

Non multi-taskers= 69%

Choose better products

Non multi-taskers= 46%

Access health information

Non multi-taskers= 41%

80%

Book travel / holidays

Non multi-taskers= 51%

58%60% 54% 45%

Manage finances Non multi-taskers

= 42%

Informed…

…the European media multi-tasker is making educated brand decisions

Half (48%) of media multi-taskers researching online changed their minds about the brand they were about to buy (vs 36%)

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Access…In which of the following locations do you access the Internet in a typical week?

Locations access the Internet

95% of TV and internet media multi-taskers access the internet from homeNon multi-taskers = 92%

4% log on at an internet caféNon multi-taskers = 3%

44% use the internet at workNon multi-taskers = 39%

17% go online at school, college or universityNon multi-taskers = 9%

13% surf the internet on their mobileNon multi-taskers = 5%

12% access the internet via a PDA or using a laptop in a wi-fi locationNon multi-taskers = 6%

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6am 11pm

Mobile internet on

way to work

Webmail check

Checks news

Browses favourite /

bookmarked sites Surfing /

Online shopping

Streams Online Video

Right person, right time, right message

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Evolution…the consumer

The media multi-tasker has grown almost 40% since 2006

The media multi-tasker is under 35 years of age, however the greatest growth is amongst the 55+ age group, up 75% since 2006

Males were the original media media-taskers, but the activity has grown rapidly amongst women, 50% growth in the last 3 years (+16% amongst men)

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Evolution…for brands

Consumers are becoming more empowered to formulate and communicate opinions on brands

Brand management requirements

Consumers are changing their minds as a result of access to more information, enabled by technology

‘Shopsavvy’ for the iPhone and G1Researching more online, even for non transactional products / services

Practical impactsHigher online shopping frequencyIncreased online spendingPurchasing in a broad range of vertical categories

SUMMARY OF FINDINGS

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Key Findings

With 43.3m users Germany is the largest online population across the study

Internet use grows foremost over the weekend and shifts from information to entertainment

The Internet’s role regarding to leisure topics and lifestyle is increasing

Media consumption of 25-34-years-old: Internet almost catches up with TV

Internet is important for German consumers in respect of product information and purchase decisions

The need for marketers to manage and build their brand reputation online is growing rapidly with the emergence of the ‘Word of Web’ through media multi-tasking as the internet continues to empower consumers

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THANKS ☺

[email protected]