Pan-European Launch Presentation Summary

May 2012May 2012

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

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

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

The media evolution

426.9mof Europeans are online

5

Total adult European population of 652.1million

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%*

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

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)

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)

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)

Internet everywhere by any means

50.9m

11

50.9m of Europeans use a Tablet to go online

139.2m415.7m

50.9m

Increasing choice of Internet access

12

40.7mEuropeans using internet via each device weekly

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

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

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

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)

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

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

Brand relationships grow via digital touchpoints

41% of European Internet users agree that the way a brand communicates online is important

19

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

€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

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

Mediascope Europe – Pan-European Sponsors

23

Mediascope Europe – Western Europe Sponsors

FRANCEBELGIUM

IRELAND

AUSTRIA

GERMANY

24

SWITZERLANDUK

Mediascope - Northern & Southern European Sponsors

PORTUGAL

GREECEDENMARK FINLAND

25

SPAIN

ITALY

Mediascope Europe – Central & Eastern European Sponsors

BULGARIA HUNGARYCROATIA

26

CZECH REPUBLIC

RUSSIA

POLAND

Mediascope Europe – Central &Eastern European Sponsors

SLOVENIA

SLOVAKIAROMANIA SERBIA

27

TURKEY UKRAINE

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

Thanks ☺

For more information

mediascope@iabeurope.eu

www.iabeurope.eu

@IABEurope@IABEurope

#Mediascope

Get involved and use it!