Media Scope Laura Final 2008
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The largest European research studies that trends media behavior, usage and attitudes - 10 countries, 6 years running
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Media Scope Laura Final 2008
- 1. EIAA Mediascope Europe 2008 trends Laura Chaibi Yahoo! Europe
- 5. THE BASICS
- 8. 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% Belgium 5.8m 2% Denmark 3.7m 2% Norway 3.0 women 89.3m (57%) + 10% YoY 88.7m (64%) +2% YoY men 83% internet pop. Italy Germany UK France Spain
- 9. MEDIA TRENDS
- 11. 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 2 nd media: mornings, 60% reach afternoons 49 % reach Heavy press readers (hours per week) Italy 5.6 Dutch 5.0 Sweden 5.0 Germany 4.9 UK 5.6
- 12. 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% reach 9pm – 6am, 51% reach Heavy TV viewers (hours per week) Dutch 15 Belgium 14.6 Germany 14.5 France 14.3 UK 15.5
- 13. 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% reach evening 75% reach, after TV Heavy internet users (hours per week) Italy 13.4 France 12.3 Spain 12.1 Denmark 12.1 UK 13.5
- 14. Visual media, new advertising opportunities: online & mobile Average number of hours per week [Base: All Europe using each media (n=9095)] 15.4 15.3 16.0 14.2 Watch television (not through Internet) 2005 2006 2007 2008 ? ? ? 54% who download stuff online transferred the content to another device 6% Watch video / film clips on mobile 11% On demand TV 17% Download films, TV, video clips 27% Watch TV, film, video clips online
- 18. 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 73% 54% 51% 46% 42% 39% 35% 19% 14% 12.9m 16.2m 28.4m 14.5m 6.4m 22.3m Manage life changes Health info Holidays / travel Giving to charity Environmental issues Local gov’t info Manage money better product /service choice Keeping in touch
- 19. 40m golden youth, 25-34 year olds: Internet on par with TV +45% time online up (since 2004) +16% more time online (than rest of EU) 83% are online weekly 63% online everyday 44% online after 9pm (20% more likely) 36% heavy online users 86% have broadband 50% wireless 37% media mesh TV - Internet 27% 45% can’t live without it: 13.7 hours/week 13.9 hours/week 82% use weekly 5.9 days TV 83% use weekly 6.0 days Internet
- 20. Golden youth more active online communication information entertainment manage lifestyle 79% 59% 50% 41% 38% 40% 36% 33% 30% Email News Banking/finance Social networking Film Music IM Clothes/fashion Radio 61% 81% 55% 49% 44% 44% 43% 41% 36% EU
- 21. Golden youth do more as a result of internet +47% prep for life changes +15% manage finances +14% health info +12% choose better products / 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?
- 22. CONTENT ONLINE
- 23. Where are Europeans divided online? 61% 42% 40% 38% 33% 31% 20% 27% 14% 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 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
- 24. 18 web activities measured…top 9 Email Social networking 50% Germany Search Radio 84% Rating / reviews Download music 79% 41% 36% 30% 27% 25% 26% 24% IM Watch TV, Film , video Forums
- 26. France More 96% Search EU 84% 92% Email EU 79% 48% Social networking EU 41% 60% Instant Messaging EU 36% 27% VOIP EU 17% 29% Blogging EU 17% Less 19% Ratings & reviews EU 25% 15% create personal profile EU 20% 9% on demand TV EU 11%
- 27. Spain More 47% social networking EU 41% 41% IM EU 36% 32% watch TV / Film/ video clips EU 27% 37% Music downloads EU 26% 30% download film /video EU 17% 20% Podcasting EU 13% Less 63% Search EU 84% 71% email EU 79% 27% Radio listening EU 30% 15% Ratings & reviews EU 25%
- 28. 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 clips EU 27%
- 30. 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
- 31. SHOPPING ONLINE
- 32. Online shopping
- 34. 41% change their mind on brand to buy 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
- 35. Shopping online where we show true colours Music downloads & mobiles Clothes, toiletries & cosmetics Books, electrical goods, concert/festival tickets, clothes CDs Insurance, food/groceries, electrical goods… everything! Travel tickets, music downloads, theatre/cinema tickets, film downloads UK Germany Spain France Italy
- 36. ADVERTISING
- 37. 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?
- 38. And what about online ads? Over 50% Make them entertaining They should look good Related to my interests 6 in 10 Give me the control to click on them Suit all ages please 7 in 10 Don’t get in the way of my surfing
- 39. SUMMING UP
- 40. 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
- 41. THANKS Laura Chaibi Yahoo! Europe lchaibi@yahoo-inc.com
Notes de l'éditeur
- 17 media owners are member of the EIAA working together The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry EIAA has made significant investment in research, particularly in the areas of media consumption, media spend and advertising efficiency As part of this commitment to research, the EIAA has for the past five years conducted a large scale study of media consumption habits in Europe enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad spend SPA has conducted the survey since 2005
- 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 9,000 interviews across 10 European countries 6,000 CATI interviews in UK, France, Spain, Italy, Germany, Belgium and Netherlands 3,000 Online interviews in Scandinavia along with 3,000 interviews using an Omnibus study A sample size of 9000 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level Fieldwork took place in all territories between 1st – 21st September 2008 Interview length ranged from 20-25 minutes % = the weighting of the country based on the population contribution to Europe Results at the total level were weighted to take into account the different countries’ population sizes. Using 2008 data from the UN the following weighting matrix was developed
- Spain and Italy the only countries with less than 60% online and growth has slowed to single digits Nearly 1 in every 4 people in Europe have wireless internet access Internet reach is a weekly reach rather than monthly UK is driving the wireless market with 63% having it (18.3m) Interestingly Sweden only has 39% with wireless (lowest in EU) TREND: Internet still growing up 5% YoY, up 28% in 5 years.. will continue to grow with under 16s becoming adults and more over 55’s getting online Weekday use = 59%, up 5% YoY with the over 55’s up 11% Weekend use = 51%, almost every age group seeing double digit YoY growth except under 25s. Women's weekend usage is up 18%
- Other 5 countries have the highest internet access From 67% in Belgium up to 84% in Denmark
- 75% listen to radio (static reach since 2004) Time with radio is static at 13.2 hours Down 11% from peak of 14.8 hours in 2005 69% reach for youth, down 12% from peak in 2005 10.8 hours / week down 4% since 2004 and 15% from peak for 12.7hours in 2005 TREND: Increase in media meshing with Internet from 12 to 17% and magazine 20% to 22% Radio has the lowest media meshing of all media UK, 21% who own a DAB radios have more than 3 (133% more likely to own 3+), sales of DAB driving trend of radio. Media meshing driven by Germany where only 37% listen to radio alone, usually combined with reading the newspaper Same for Danish 22%, Norway 19% and 35% of Dutch listen to radio alone mesh highest with print (64% mesh in Norway) Radio and internet meshing rises to 34% for youth, 2 times more likely Predict decline, although people still drive their cars, car radio being replaced with MP3 player ready audio equipment
- 72% read newspapers down 8% since 2004 4.9 hours/week down 12% from peak 5.6 hours in 2007, lowest ever 62% reach for youth (down 16%) 4.0 hours for youth, and on par with magazine readership, overall down 11% since 2004 Evening reach of TV amongst Internet users is only 75% Only 30% reach from 5:30 to 9pm for Spain as they tend to watch later, 67% watching past 9pm, this is their primetime TREND: French: only 43% read newspapers from 6am – 10am (28% less likely to be reading) Germans usage of print is down 12% YoY, a very print heavy market turning to the internet Trend is moving to internet or mobile, print publishers ramping up for 3 media publishing in particular Germany and UK
- 93% watch TV down 3% since 04 14.2 hours /week down 12% from peak 16 hours in 2007, lowest ever 92% reach for youth down 5% since 2004. 11.4 hours for youth, lower than internet and radio Evening reach of TV amongst Internet users is only 75% Only 30% reach from 5:30 to 9pm for Spain as they tend to watch later, 67% watching past 9pm, this is their primetime TREND: Youth usage of traditional TV driving down the overall hours per week (as low as 10.1 hours per week in France) When they watch TV 43% are also using the internet, 2 times more likely
- 60% use the internet weekly, up 28% since 2004 12 hours/week up 36% 2004, steady incremental growth 90% reach for youth, highest to date up 27% since 2004 14.8 hours for youth, up 44% since 2004, highest to date 16.1 hours for UK youth TREND:
- Massive increase of broadcast material on the internet as well as amateur video footage Live Catch up See more – clips (depth) Participation, a symbiotic relationship: Voting, feedback, interact, citizen journalism Something more to offer: archive stuff Amateur video 35% NET downloader's 54% transfer to another device 19% of all people online download and transfer things to another device
- Essential life tool A daily life tool TIME SHIFT PLACE SHIFT During traditional leisure times of the weekend or evenings, internet usage has increased substantially since 2007. Over half of all adults use the internet during the weekend. Three quarters of all internet users, log on during the evening Internet use in the evening between 5.30pm – 9pm +12%since 2007 +13% weekend usage up on 2007
- 49.9 million internet users now spend more than 16 hours a week on the web The percentage of heavy users in the UK has increased by 84% since 2004 and is the largest in Europe The percentage of 25-34yrs heavy users has increased by 90% since 2004 to 36% Heavy internet use driven by UK 35% heavy users – biggest heavy online population 11.3m 23% of all heavy users Over half (55%) of European internet users now go online everyday of the week France tops the league of everyday users at nearly 7 in 10 Internet users
- Sample = 1420 63% use internet daily – on par with youth 86% have broadband, 8% more likely 50% wireless just above average, 69% have wireless in the UK Hours spent by 25-34 yrs old have grown by almost 45% since 2004 25-34 year olds now go online more frequently than they watch TV, for the first time Since 2006, internet use has grown by 9%, whilst TV viewing is down 3% 25-34’s spend 4% less time watching TV than Europeans as a whole The percentage of 25-34yrs heavy users has increased by 90% since 2004 to 36%,
- 83% said they are able to manage their lifestyle better as a result of using the internet + 24% visit clothes/fashion + 16% visit film content
- 24 categories measured
- Reach for a lot of categories is down this year.. Is this because the laggards are coming online and being light users they are bringing down the overall average
- Interestingly, Italy is a very strong market for the under 35s. Looking at the results for the whole country, downloading remains a top activity compared to the rest of EU, as for other activities, they are slightly less for all Italians, however when looking at the under 35s, they look like the rest of the EU countries. Usage has doubled on 2007 with 39% now online 7 days a week
- Still quite nascent across Europe although email has grown impressively considering this is the total population. It will be interesting to look at the results by key age segments to see if there is a concentration of activity.
- 41% of respondents in Europe researching on the internet changed their mind about the brand they were about to purchase Amongst internet users, search engines are the most important source of information before product or service purchase
- Amongst internet users, search engines are the most important source of information before product or service purchase 41% of respondents in Europe researching on the internet changed their mind about the brand they were about to purchase 78% of Europeans researching about concert, theatre or festival tickets, purchase these products online, the highest conversion of all products 39% of Europeans research holidays, travel tickets and electrical goods online but then used more traditional methods to purchase them