media scope laura final 2008
DESCRIPTION
The largest European research studies that trends media behavior, usage and attitudes - 10 countries, 6 years runningTRANSCRIPT
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EIAAMediascope Europe
2008 trends
Laura ChaibiYahoo! Europe
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Mediascope 2008
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EIAA… working together
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2008 European consumer trends
The basics
Media trends
Internet audiences
Content online
Shopping
Advertising
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THE BASICS
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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
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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
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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
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MEDIA TRENDS
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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
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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
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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
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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
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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
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Media converging online
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INTERNET AUDIENCES
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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
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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
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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
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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?
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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%
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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%
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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
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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%
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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%
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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%
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Italy
More
= downloading music 25%
= downloading film /video 16%
LessMedia streaming
radioon demand TVpodcasting
Talking online
IM Ratings and reviewsEmail
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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
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SHOPPING ONLINE
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Online shopping
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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
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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
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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
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ADVERTISING
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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?
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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
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SUMMING UP
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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