results for romania with european highlights · 2012-07-30 · mediascope europe – available info...
TRANSCRIPT
Results for Romania with European Highlights
Alain Heureux, President & CEO IAB Europe Bucharest, 10th July 2012
@IABEurope
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Presentation Agenda
1. Introduction
→ Background
→ Coverage and Methodology
2. Main Findings
→ 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
→ Instant access to information at consumers fingertips
→ Internet enriches consumer communication
→ Online plays a key function in the purchase funnel
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Background
• As part of their research remit, the 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
→ Video consumption, social media and e-commerce
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Coverage and Methodology
• Fieldwork took place in 28 markets in February 2012
• An Omnibus + Online methodology was used across all countries totalling nearly 50,000 interviews
• The application of quotas ensured that representative samples were achieved in each Market
→ quotas on age, gender, education and regional distribution were applied
Hungary
Italy
Russia
Spain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Denmark
Sweden
Norway
Germany
Netherlands
Finland
Ukraine
Bulgaria
Romania
Ireland
Greece Slovenia
Croatia
Slovakia
Serbia Austria
Czech Republic
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Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and
other trade associations
* The study is produced with the support of members and non-members of IAB Europe and in the case of non-members this does not imply any relationship with IAB Europe other than that of Mediascope Europe sponsor
Mediascope Europe - Sponsors
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a. Changing media use – TV, Internet both via desktop and Mobile, Radio, Newspapers, Magazines - Time spent; Frequency of use; Times of day used b. Europeans use of the internet via PC/laptop and via mobile internet Weekly internet use; Time spent online; Frequency of internet use vs. TV, Radio, Newspapers, Magazines c. A new breed of super user - Heavy internet users; Internet users online every day - Media meshing; Media multi-tasking d. The broadband landscape e. Our relationship with the internet & technology including mobile internet f. E-Commerce - Categories consumers research online, which categories they buy online; Categories consumers buy offline g. Digital Consumers and Branding - Consumers are asked questions on how the internet affects their brand choice
Mediascope Europe – Available info
For more information about available reports and buying reports based on Mediascope
Results please contact us:
Alison Fennah, Vice President Research and Marketing [email protected]
Ioana Anescu, Managing Director, IAB Romania [email protected]
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Mediascope Europe – Local Sponsors – Romania
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The European TV consumption
14 hours/week in
Northern Europe
16 hours/week in
Western Europe
17.7 hours/week in
Central & Eastern Europe
16.7 hours/week in
Southern Europe
EU average = 16.8hs
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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The European Internet consumption
87% in Northern
Europe
81% in Western
Europe
55% in Central &
Eastern Europe
61% in Southern
Europe
EU average = 65%
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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The European Internet consumption
14.8 hours/week in
Northern Europe
14 hours/week in
Western Europe
16.1 hours/week in
Central & Eastern Europe
13.8 hours/week in
Southern Europe
EU average = 14.8hs
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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The Media evolution
7.2m Romanians are online
Total adult Romanians population of 18.7 million
Base: All Respondents (Omnibus) n=1,039
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The Internet evolution
Romanian Internet users spend on average
18.6hrs online per week
39% of all Romanians are online
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1
Base: All Respondents (Omnibus) n=1,039, All Internet
Users n=390
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The Romanian media consumption landscape
Penetration
Online 39%
Radio 47%
Newspapers 36%
Magazines 29%
TV 96% EU: 95%,
WE:94%, NE:95%, SE:97%, CEE:95%
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
EU: 64%, WE:82%, NE:85%, SE:68%, CEE:48%
EU: 62%, WE:70%, NE:82%, SE:59%, CEE:56%
EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39%
Base: All Respondents (Omnibus) n=1,039
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The alternative ways of going online
→ 1% of Romanians (EU:8%)
→ 9% of Romanians (EU:21%) → Spend on average 12.4 hours per
week (EU:9.4hrs) → 74% use their mobile to go online
during the day
1.6m Romanians go online using a mobile
Starting to go online using a tablet
Base: All Respondents (Omnibus) n=1,039, All Mobile
Internet Users n=92, All Tablet Internet Users n=13, All
Games Console Internet Users n=9
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Media multi-tasking means more active consumers
30% of Romanians are online whilst watching TV
EU: 48% WE:58% NE:59% SE:39% CEE:44%
Base: All Respondents (Online ) n=1,003
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Brand relationships grow via digital touchpoints
51% of Romanian Internet users agree that the way a brand communicates online is important
Base: All Respondents (Online) n=1,008, All who use
both TV and Internet at the same time n=645
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Internet influence on purchase decisions for products
44% of all Romanians Internet users state the internet helps them choose better products /service
EU: 51% WE:52% NE:46% SE:45% CEE:53%
Base: All Internet Users (Online) n=989
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Consumers connecting via multiple touch-points
Among all Romanian Smart phone users:
→ 67% are interested in location-based vouchers (EU:48%)
→ 45% are interested in downloading a mobile phone app (EU:41%)
→ 20% are interested in QR codes (EU:32%)
Among all Romanian Internet users:
→ 62% are interested in connecting via social networks (EU:38%)
→ 34% are interested in viewing video content as part of advertising campaigns (EU:30%)
→ 32% are interested in uploading video/ images to a brand’s website advertising (EU:24%)
Base: All Internet Users (Online) n=989
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The internet is an entertainer and enabler
30% of Romanians are online during the traditional primetime TV evening slot (EU:52%)
, All Internet Users (Online) 989
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Instant access to information at consumers fingertips
48% of Romanian Internet users visit news websites everyday
Base: All Respondents (Online) n=1,008
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Internet enriches consumer communication
100% of Romanian Internet users communicate through email
Base: All Internet Users (Online) n=989
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Communication with friends and family on Social media
of all Romanian Internet users have used a personal or professional Social Media website EU: 81% WE:73%, NE:80%, SE:84%, CEE:87%
93%
Base: All Internet Users (Online) n=989
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The Internet influences people’s perceptions of brands and products, although this could be further maximised
The Internet is increasingly becoming the choice for consumption of other media – TV, radio, newspapers
Accessing the internet is no longer solely via traditional computer with people accessing more and more via mobiles, tablets and games consoles
Increasingly people are watching TV and using the internet at the same time, growing tablet ownership levels will only drive this media convergence higher
To summarise
