Making Technology work in Europe The Invisible Market Key findings from a EUROBAROMETER survey by INRA (EUROPE) - E.C.O.

Making Technology work in Europe

The Invisible MarketThe Invisible Market

Key findings from a EUROBAROMETER survey

by INRA (EUROPE) - E.C.O.

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

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 €

The TECHNOLOGIES

questioned• Satellite dish

• Decoder for pay-TV programmes

• Teletext

• Videotext systems

• Video recorder

• Computer or PC

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

0

10

20

30

40

50

60

70

80 Use at home, in leisure time

%

0

5

10

15

20

25

30

35

40

45Use at work

%

ACTIVE POPULATION

0

5

10

15

20

25 Interest for private use among current NON-users

%

0

1

2

3

4

5

6

7

8

%

Buying intention in the next 6 months

0

10

20

30

40

50

60

70

80

90

%

Not using and not interested for private home

0

10

20

30

40

50

60

70

80

90

%

Not using and not interested for at work

ACTIVE POPULATION

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

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

0

5

10

15

20

25

30

35

40

45

50

% Interested

% Ready to pay

Services interested in and ready to pay 10 € for

0

10

20

30

40

50

60

%

Reasons for not being interested in these Services

Breakdown byDemographic Variables

• Sex

• Age

• Profession

0

10

20

30

40

50

60

70

80

% Men

% Women

%

Use of Technology types Men versus Women

0

5

10

15

20

25

30

% Men% Women

%

Use of Technology types Men versus Women (next)

0

10

20

30

40

50

60

70

80

90

%15-24% 25-39% 40-54% 55+

Use of Technology types by Age

0

10

20

30

40

50

60

70

Independent Managers Employees Workers

Unemployed Pensioners Students

Use of Technology types by Profession

0

10

20

30

40

50

60

70

80

Autumn 97

Autumn 98

%

COMPARISON 1997/1998

0

2

4

6

8

10

12

14

16

18

Autumn 97Autumn 98

COMPARISON 1997/1998

%