1. Bulgaria Launch Presentation Public
@IABEurope

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Background
• As part of its 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
→ 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
→ Omnibus research (500) was
conducted by TNS and
online by Questback/GMI
(1000)
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
SerbiaAustria
Czech
Republic

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Mediascope Europe 2012 is supported by over
100 leading media companies, local IABs and
other trade associations
Mediascope Europe - Sponsors

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Mediascope Europe – Local Sponsors – Bulgaria

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The Media evolution
2.9mBulgarians are online
Total adult Bulgaria population of 6.1 million
Base: All Respondents n=532

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The European TV consumption
14hours/week in
Northern
Europe
16hours/week in
Western
Europe
17.7hours/week in
Central &
Eastern Europe
16.7hours/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 radio consumption
85%in Northern
Europe
82%in Western
Europe
48%in Central &
Eastern Europe
68%in Southern
Europe
EU average = 64%
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 newspapers consumption
82%in Northern
Europe
70%in Western
Europe
56%in Central &
Eastern Europe
59%in Southern
Europe
EU average = 62%
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
14.8hours/week in
Northern
Europe
14hours/week in
Western
Europe
16.1hours/week in
Central &
Eastern Europe
13.8hours/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,
16hours/week in
Bulgaria

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The Internet evolution
Bulgarian Internet users
spend on average
16.0hrs online per
week
48%of all Bulgarians 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=532, All Internet Users
(Omnibus) n=262

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Internet becomes ‘all consuming’ media device
22% watch TV online at least daily
A further 32% watch TV at least weekly
of Bulgarian Internet
users watch TV
online
85%
EU: 73%
WE:67%
NE:81%
SE:65%
CEE:81%
Base: All Internet Users (Online) n=968

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Internet becomes ‘all consuming’ media device
17% listen to the radio online at least daily
A further 17% listen at least weekly
of Internet users
listen to the radio
online monthly57%
50% read news online at least daily
A further 26% read news at least weekly
of Internet users
read news online
monthly
89%
EU: 67%
WE:61%
NE:67%
SE:64%
CEE:73%
EU: 91%
WE:86%
NE:94%
SE:91%
CEE:96%
Base: All Internet Users (Online) n=968

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Internet everywhere by any means
0.09mBulgarians use a
Tablet to go online
Base: All Bulgarian Respondents (Omnibus) n=532

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Increasing choice of Internet access
Accessing the internet via the computer is the most popular
method – Used by 2.9 million Bulgarians (48% - EU:64%)
However 19% of all Internet users in Bulgaria (EU:37%) go online via
more than one device
Base: All Bulgarian Respondents (Omnibus) n=532, All Internet
users n=262

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The alternative ways of going online
→ 1% of Bulgarians (EU:8%)
→ 9% of Bulgarians (EU:21%)
0.5m Bulgarians go online
using a mobile
0.09m Bulgarians go
online using a tablet
Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47,
All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users
(Omnibus) n=3

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The alternative ways of going online
→ 1% of all Bulgarians (EU:6%)
0.03m Bulgarians go online
using a games console
Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47,
All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users
(Omnibus) n=3

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Media multi-tasking means more active consumers
38%
of Bulgarians are
online whilst
watching TV
EU: 48% WE:58% NE:59% SE:39% CEE:44%
Base: All TV Users (Online) n=904

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Relationship between content consumption on TV and online
Among Bulgarians who watch
TV and are online
concurrently,
33%
state the online activity is
likely to be related to the TV
programme they are watching
3.5 hours per week across
Bulgaria (EU:2.8hrs) is spent
watching TV and online at the
same time (15% (EU:16%) of all
time spent watching TV)
EU: 33%
Base: All Respondents (Online) n=1000, All who use TV and Internet at the
same time (Online) n=743

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Brand relationships grow via digital touchpoints
53%of Bulgarian Internet users agree that the way
a brand communicates online is important
Base: All Internet users n=968

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Internet influence on brand choice and purchase decision
of all Bulgarian
Internet users
are inclined to
find out more about products they
see advertised online
61%
of all Bulgarian
Internet users
often visit the
websites of my favourite brands
50%
of all Bulgarian
Internet users
state the way a
brand communicates online is
important in influencing my
opinion of that brand
53%
of all Bulgarian
Internet users
are more likely to
buy a product of a brand that they
follow on a social networking site
39%
EU: 46% WE:42% NE:34% SE:48% CEE:49%
EU: 30% WE:19% NE:18% SE:29% CEE:42%
EU: 47% WE:35% NE:34% SE:45% CEE:59%
EU: 41% WE:31% NE:26% SE:41% CEE:51%
Base: All Internet Users (Online) n=968

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Internet influence on purchase decisions for products
51%of all Bulgarian
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=968

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Consumers connecting via multiple touch-points
Among all Bulgarian
Smart phone users:
→ 54% are interested in location-based
vouchers (EU:48%)
→ 47% are interested in downloading a
mobile phone app (EU:41%)
→ 31% are interested in QR codes (EU:32%)
Among all Bulgarian
Internet users:
→ 62% are interested in connecting via social
networks (EU:38%)
→ 43% are interested in viewing video content as
part of advertising campaigns (EU:30%)
→ 29% are interested in uploading video/ images
to a brand’s website advertising (EU:24%)
Base: All smart phone users n=346, All internet users n=968

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Benefits users get via digital
72%
of all Bulgarian Internet users state the internet helps them…….
EU: 81%
WE:83%
NE:85%
SE:79%
CEE:80%
EU: 63%
WE:62%
NE:66%
SE:61%
CEE:64%
keep in touch with
friends or relatives
manage lifestyle
84%
Base: All Internet users n=968

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The internet is an entertainer and enabler
38%of Bulgarians are
online during the
traditional primetime
TV evening slot
(EU:52%)
Base: All respondents (Omnibus) n=532

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Online is essential for entertainment
47%
of all Bulgarians
are online during
the weekend
38%
of all Bulgarians
are online during
the primetime
evening TV slot
EU: 52% WE:67% NE:74%
SE:46% CEE:42%
EU: 60% WE:76% NE:83%
SE:53% CEE:51%
Base: All Respondents (Omnibus) n=532

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To summarise – Bulgaria Insights
• The Internet is increasingly becoming the channel for consumption of
other media – TV, radio, newspapers
38% of Bulgarians go online
while watching TV
48% of Bulgarians aged
16+ use the internet
Bulgarian Internet usage:
16 hours per week (
9% of all Internet users in
Bulgaria go online via more
than one device
38% of Bulgarians go online
during the evening
84% of Bulgarians think the
internet is a lifestyle tool

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More themes in Mediascope
→ 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

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For more information
IAB Bulgaria
info@iabulgaria.bg
IAB Europe
mediascope@iabeurope.eu
vprm@iabeurope.eu