Mediascope Europe research highlights internet usage across the region
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Prezentarea studiului Mediascope Europe sustinuta de Alison Fennah - VP Research IAB Europe in cadrul IAB Forum Romania - 5 oct 2011
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Mediascope Europe research highlights internet usage across the region
- 1. Mediascope Europe Alison Fennah, VP Research and Marketing, IAB Europe IAB Romania Forum – Wednesday 5 th October 2011
- 2. 2003
- 3. The basics Mediascope Europe
- 6. Country highlights Turkey has highest % of mobile internet users: 21% Highest online penetration in Norway: 86% Netherlands: 84% Denmark: 84% Switzerland: 84% Italy show highest growth from 2008: Up 15% UK: 14% Spain: 10% Norway: 9% Germany has highest internet population: 43.8m Russia: 42.4m France: 36.2m UK: 37.3m UK: 20% Sweden: 20% Switzerland: 18% Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a laptop or desktop computer / Use the internet via a mobile phone or PDA device ? Base All respondents: Norway:500, Netherlands: 504, Denmark:505, Switzerland:501, UK:1016, Spain:1006, Russia: 1,000, France:1,000, Turkey:2,000
- 8. Online penetration continues to grow with PCs/laptops available in 9 in 10 homes across Europe 11.6 hours per week among users Reach among PC/laptop users: Evening, 73% reach Day, 68% reach Norway 14.1 UK 13.7 Denmark 14.2 30% feel lost without the internet on their PC Media meshing: 67% of PC Internet users media mesh WHILST USING INTERNET ON PC 12% READ MAGAZINES 44% WATCH TV 33% LISTEN TO RADIO 14% READ NEWSPAPERS Heavy Internet PC users (hours per week) All Europe PC Internet Users:6647
- 9. TV and video consumption increasing online in Europe 94% watch TV 15.9 hours per week among viewers Reach among TV viewers : Evening, 84% reach 9pm – 6am, 54% reach Watching TV online** : 32% watch TV online 24% download TV clips 11% use On Demand TV 33% feel lost without their TV WHILST WATCHING TV? All Europe respondents (10):7540, TV Viewers:6918, Europe (15) All respondents:12554, TV viewers:11628 * Data Based on Europe (10) Rest of data based on Europe (15)., ** Internet users
- 10. Radio, newspapers and magazines migrate online Maintains time spent But is it background New revenue streams? Lower time spent Lower reach Quality content New methods of delivery * Internet users Cross media strategy
- 12. FOCUS ON INTERNET USE
- 13. Tracking growth of internet use – growth since 2006 Italy: +39% Spain: +21% France: +23% Belgium: +13% UK: +16% Denmark: +15% Germany: +17% Key highlights * Data Based on Europe (10)
- 14. Key highlights 45% online at the weekend ( 29%*) 53% online on PC every day ( 27%*) 40% online on Mobile every day** 75% online during primetime TV slot** Netherlands: 78% Denmark: 77% Denmark: 78% Sweden: 70% Netherlands: 51% Turkey: 88% UK: 89% Denmark: 86% Q2a. Over a typical weekend, can you tell me which of the following activities you do…Use the internet via a laptop or desktop computer / Use the internet via a mobile phone or PDA device ? Base: Europe(10):7540, Netherlands: 504, Denmark:505, Q1b/2b. What times of the day do you typically…during week? Base Europe (15) Internet Users:7162, Denmark:409, UK:744 Q4. In a typical seven day week, on how many days do you use the internet? All Europe (10) Internet PC users:4969, Denmark:409, Sweden:376; All Europe(15) mobile internet users:1699, UK:206, Denmark:54 *Based on Europe (10) ** Based on Europe (15)
- 15. Market highlights - Poland Average time spent online via mobile per week: 10.3 hours (EU average = 6.4 hours) 46% follow their favourite brands more as a result of the internet (EU average = 29%) Cross media - 57% read magazines (EU average = 47%) 56% access the internet whilst watching TV (EU average = 30%) 69% visit auction websites (EU average = 32%) Internet influences the journey 67% change their mind on brand to buy after researching online (EU average = 55%) 30% listen to the radio online (EU average = 25%)
- 16. Market highlights - UK 38% (14m) are heavy Internet users spending 16+ hours online each week (EU average = 28%) 69% have chosen better products or services as a result of the internet (EU average = 50%) 72% of UK broadband Users access the internet wirelessly (EU average = 59%) 43% use on demand TV (EU average = 11) 32% create and share content (EU average = 14%) 20% use mobile internet (EU average = 14%) € 1161 spent online per person across 6 months (EU average = €655)
- 17. Market highlights – Switzerland 84% use the internet (EU average = 54%) 16 online purchases per person over 6 months (EU average = 11) Average time spent listening to the radio: 14.5 hours (EU average = 12.4 hours) 95% read newspapers ( EU average = 70%) 97% mesh media (EU average = 76%) 33% visit game sites (EU average = 22%)
- 18. People are online more… and are more empowered 78m are heavy internet users 41% among 16-24s 32% among 25-34s 27% among 35-44s 74% online 5+ days a week 28% of all internet users 71% 50% 47% 43% 36% 29% 29% 28% 17% And how are they more empowered… Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base: All Europe (15) internet users:7162, Q4. In a typical seven day week, on how many days do you use the internet? Base: All Europe 915) internet users:7162, 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 Base: All Europe (15) internet users 13,333. Keeping in touch Better product /service choice Manage money Holidays / travel Local gov ’ t info Follow favourite brand Environmental issues Health info Manage life changes
- 19. Increasing use of Internet as entertainment hub 87% On-Demand TV up 36% from 2008 Watching or downloading TV, film clips up 6% from 2008 Online gaming up 29% from 2008 33% 50% 150% 33% 50% 117% 100% 16% 50% 37% 65% 7% 22% 40% for 35-44s 58% for 35-44s 46% for 25-34s Q7b. Which of the following types of web activities do you use at least once a month? Base Europe (10) internet users:8446, UK: 744, Spain, 587, France:691, Italy:993, Netherlands: 963, Belgium: 977, Denmark:970, Norway:969, Sweden:942, 35-44s:1696, 25-34s:1716
- 20. BEING MOBILE
- 21. Who is using the internet on their mobile 71m use Internet on Mobile (14%) Turkey 21% UK 20% Sweden 20% Switzerland 18% Italy 7.9 Portugal 7.7 Belgium 7.7 Poland 10.3 Russia 7.1 6.4hrs average time spent per week UK 65% Germany 56% France 56% Turkey 95% Netherlands 56% 57% online 5+ days per week Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a mobile phone or PDA device ? Base Europe (15) respondents :12554, Turkey:2000, UK:1016, Sweden:500, Switzerland:501, Q4. In a typical seven day week, on how many days do you use the internet via a mobile phone or PDA device? Base All Europe (15) Mobile Internet users: 1699, Poland:136, Italy:119, Portugal: 23, Belgium:78, Russia:155 Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base All Europe (15) Mobile Internet users: 1699, Turkey: 425, UK:206, Germany:71, France:105, Netherlands:42,
- 22. People in larger Eastern European countries are bypassing fixed line internet connections Has a higher proportion who use Internet on Mobile (21%) than PC (20%) Average use of Internet is over 10 hours per week – Highest of all countries Has the highest % of internet enabled mobile phones among phone owners – 71% Turkey 88% use Internet on Mobile every day compared to 60% on PC Poland Russia Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a mobile phone or PDA device ? Base: All respondents Turkey:2000, Poland:1005, Russia:1000. Q4. In a typical seven day week, on how many days do you use the internet via a mobile phone or PDA device? Base: All mobile internet users: Turkey:425, Poland:136, Russia:155 Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base: All mobile internet users: Turkey:425, Poland:136, Russia:155 Q7c. Do you have any of the following……Mobile Phone with no ability to access internet / with access or PDA? Base: All respondents: Russia:1008.
- 23. Mobile activities performed by mobile internet users 69% send/receive emails 63% access internet sites 60% use bluetooth 39% use mobile search 39% download software applications Q7d. In addition to making phone calls or sending text messages, which of the following activities have you undertaken using your mobile phone/iPhone/PDA/Blackberry? 33% communicate via SN sites 28% watch TV, film or video clips 29% download TV, film or video clips 26% use mobile instant messenger
- 24. THE INFLUENCE OF THE INTERNET
- 25. The internet can influence purchasing 55% change their mind on brand to buy after researching online 48% 47% 45% 41% 39% Research sources use… Russia: 82% Turkey: 66% UK: 65% Poland: 67% 58% 37% 35% 25% 23% 22% Products change their mind on… 18% Q5i. Which of the following to do you consider to be an important source of information when researching or considering a product or service? Base: All Europe (15) Internet users:13,333 UK:744, Russia: 995, Poland:980, Turkey:961 Q17a. Have you ever changed your mind about which particular brand of product to purchase after research on the Internet? Base: All Europe (15) who use Internet to research:13,028 Q17b. And have you ever changed your mind about which brand to choose when purchasing … after researching on the internet? Base: All Europe (15) who changed mind after researching:7282 Expert review web sites Price comp sites Customer review sites Well known brand web sites Retailer web sites ISP provider sites Electrical goods Holidays Mobile Phones Financial Products Health & Beauty Cars
- 26. What is bought online 46% 39% 36% 32% 31% 27% 23% 23% 21% 34% 24% 19% Most popular products purchased online…** % Conversion for purchasing following research increased in 2010 for products…* Holidays up 18% Travel Tickets up 12% Theatre/Cinema tickets up 37% Food up 18% Financial Products up 20% Q15/Q16. Have you ever researched/bought online any of the following products/services? Bases All Europe (10) Internet Users:8446, All Europe (15) Internet users:13,333 *Based on Europe (10) ** Based on Europe (15) Books Travel Tickets Electrical Goods Clothes Holidays Concert/ Festival tickets Music Downloads DVDs CDs Theatre/ Cinema tickets Toys Computer Games
- 27. THE PROOF
- 28. Key thoughts… People are making buying decisions online Rise in laptop and mobile ownership is driving media convergence with more and more people using internet as the core media With the potential for video starting to show - Internet is a growing source for entertainment and leisure
- 29. Top line planning implications Online campaigns deliver sustained reach through the day Growing entertainment consumption online supports increased brand investment by advertisers Brands need to effectively engage with audiences online There is an increasing mobile audience with which brands can engage in new ways
- 30. WHY DO IT?
- 31. Local market benefits Your market on the map Easy-to-use deliverables Detailed local and pan-Euro picture Widely recognised Low resource commitment Support from IAB Europe Power Point Presentations PR collateral local market tabbed data
- 32. Mediascope Europe 2012 Potential new topics Potential new markets
- 33. THANKS AND LOOKING FORWARD TO THE NEXT TIME! [email_address]
Editor's Notes
- Slide 5: Mediascope Europe This chart gives an overview of the methodology and i will fill you in on the detail. Mediascope Europe contains 5 years of trending data, the 10 country study having been started in 2004 covering UK, France, Spain, Italy, Germany, Belgium and Netherlands, Denmark, Sweden and Norway. It covers use of TV, PC and Mobile internet, Radio, Newspapers and Magazines In 2010 5 new markets have been added Poland, Portugal, Russia, Switzerland, Turkey and there are now 15,000 interviews undertaken across 15 European countries. A CATI data collection methodology is used for UK, Germany, France and Spain where its more usual to find this methodology and Online + Omnibus is used in Italy, Belgium, Netherlands, Denmark, Norway, Sweden and the new additional countries Poland, Portugal, Russia, Switzerland, Turkey. In the CATI markets there were 1000 telephone interviews per market. In the remaining markets 1,000 online interviews per country were undertaken using an online panel to recruit sample and Omnibus study (500 or 1000) for the key metric questions that could not be asked via an online approach. The sample size of 15000 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level Results at the total level were weighted to take into account the different countries ’ population sizes, regional distribution age and education. Fieldwork took place in all countries between 1st November to mid December 2009. Interview length ranged from 20-25 minutes. The range of the study is unique in covering so many media, ecommerce and so many markets and it paints a broad portrait of the European landscape.
- Slide 6: Key Headlines Here we are looking at the key numbers at a pan-European level. Remember we are talking about the population aged 16+ and across the 15 markets represented the study shows 521 million people a much bigger number than in previous years due to the large populations now included of Russia, Poland and Turkey. In terms of internet users there is a penetration level of 54% or 279 million people. Obviously these big less penetrated markets have an effect on the overall % penetration so whilst this figure may look a little low to people in Western Europe its worth remembering that for the 10 countries we have focused on previously the penetration level is 64% and when we look at certain demographics within that for example the 16-34 group there is a penetration level of 87%. The next point relates to mobile internet and i would like to explain first of all that this area has an increased focus in this year ’ s study. Previously we asked some top line questions about mobile internet. This year however all the media consumption questions asked about PC internet are asked for mobile internet as well so you can compare behaviour across both devices and also create a combined ‘ total internet ’ picture. What this chart is telling us is that mobile internet is used on a weekly basis by 14% of Europeans so clearly it ’ s now a media that we need to understand and build into our marketing plans. Broadband is a key factor in the development of interactive advertising and behind the average figure of 83% of internet users having broadband there are only 4 markets below that figure – Russia, Germany, Turkey and Poland If asked about whether we are asking about broadband connection is work or home please clarify that we ask them if they have broadband at their main point of internet connection (so could be home or work) . Also please note its a difficult question to ask in the same way in many markets as the awareness of different types of connection varies so much across different markets. Moving on to Wireless internet you can see the headline numbers above so nearly 1 in every 4 people in Europe have wireless internet access. UK is driving the wireless market with 72% accessing wirelessly (25.6million). In terms of growth if we look at the 10 markets reviously covered wireless access grew by 20% from 49% to 59% of internet users. The next slide takes us to highlights by country
- Slide 7: Highlights by country Here is a snapshot of the leading markets for some of the key indicators which we monitor in the study. In terms of internet penetration Norway Sweden Denmark and the Netherlands have always been at the top of our chart and its good to see also one of the new markets we have covered sitting alongside these – Switzerland with a penetration of 84%. The growth figures show that there is still room for increases across the more mature markets and other such as Spain and Italy as well. Looking at numbers its interesting to realise that Russia is a strong market in terms of number of users with 42 million though not in absolute % terms (% penetration is 36%) Just a point on internet penetration figures to mention is that we have compared these figures with other available data and for the most part they are very similar. Please bear in mind that In the Mediascope study Internet reach is a weekly reach rather than monthly and methodologies from study to study will vary.
- Slide 15: FOCUS ON INTERNET USE Here we start to look more closely at internet use and the impact it has on people ’ s lives
- Slide 13: Online penetration continues to grow with PCs/laptops available in 9 in 10 homes across Europe There is a lot to talk about on this slight and some further data points i would like to give you on particular audiences so please bear with me. One result of the study which has really struck us this year is the huge proliferation of laptops across Europe - 9 in 10 homes now have one. 20% of Europeans have 3+ PCs or laptops in the home, this means increased use of the internet particularly for entertainment purposes as their internet use synchs with their TV use. In terms of PC/laptop internet penetration the European average for the 15 markets this is 51% and across 10 markets it ’ s 64% - looking at target demos its 70% for age 16 – 34 For time spent the average is 11.6 hours per week across 15 markets (16- 34 is 13.5 just behind their TV time per week of 14.8 hours) A few other demos to mention. Firstly 55+ where there is still a big variation across Europe – the Nordics Netherlands and Switzerland have around 65% and upwards penetration for this age group but other markets such as Spain and Italy are 22% and 16% respectively and Russia Turkey Poland and Portugal are at a similar level. And secondly women where the European average for 15 markets men is 55% and for women is 48%. The differential is obviously less in mature markets and greater in less mature. Taking a look at day part its online which has an even share of usage through the day and if you look at the TV behaviour of internet users you see Tv use dropping in the evenings for internet users so we really are starting to see an equality in the TV prime time between the two media and more convergent use as we see Internet on PC is most meshed with TV and Radio. As mentioned earlier its internet and tv which are the media people would be most lost without and we see here that 30% of the total population would feel lost without the internet on their PC but if we consider a key target segment of 16 – 34 age group that figure increases to 42%.
- Slide 9: TV consumption increasing online Lets look at some of the key points in the slide which covers penetration, time spent, day part, transfer of TV type content online media meshing and affinity with each of the media. Over the 6 years of the study there hasn ’ t been much change in the % watching Tv at a European level. On average 94% watch TV slightly up on 2008 perhaps because the survey was conducted further into the winter months but down 3% since 04 Time spent at 14.8 is up on 2008 perhaps for the same reason but agian down from peak 16 hours in 2007 Whats interesting is when you look at TV consumption by age you see a reversal in the figures with 16-24 year olds consuming much less tv and radio in terms of time and much more internet. In comparing and contrasting the different media we also asked people about which media they would be lost without and the two media which people most depend upon are now Tv and internet so 30% of people would feel lost without their TV and we will see the internet figure later in the presentation. In relation to consumption of tv type content online we asked 3 questions – 1. ‘ Watching film, TV or video clips ’ – this one more likely to be you tube– looking at 10 market trend data this has gone up from 27% to 29% 2. Downloading them and 3. watching through a player – e.g. bbc, more 4 – has gone up from 11% to 15%. Evidently there is a massive increase of broadcast material on the internet as well as amateur video footage.
- presentation title
- Slide 15: FOCUS ON INTERNET USE Here we start to look more closely at internet use and the impact it has on people ’ s lives
- Slide 16: Key highlights Weekend use at 54% up around 5% year on year as is Weekday use which is at 63%. 57% of people are online every day (10 country) and that compares with 72% watching Tv every day. However if again we look at a couple of demos we see that 83% of 16 – 34 year olds use the internet between 5 and 7 days versus 79% watching TV daily Its interesting also to think about whats happening in the evening prime time TV slot so if we look for example at the % of internet users accessing the internet during the evening that s 75% going up to UK 89% and if we look at the % of people accessing the internet whilst they watch TV thats 30% at a European level and 43% in the UK. Turkey is the star when it comes to mobile internet with 88% of Turkish mobile internet users using mobile internet everyday and as we noted earlier there are more mobile internet users in Turkey than there are PC internet users. This makes it a really interesting market to study and we hope to gain some useful insights where desktop and mobile internet are growing hand in hand.
- Slide 18: UK the facts Let ’ s have a look at the UK first. It ’ s a mature internet market but we can see there was still room for growth in internet penetration of 14% to 73%. A high percentage of internet users have a broadband connection thanks to the focus on infrastructure adopted by the authorities, although some Nordic countries have much faster ADSL connections. The UK consumer is a voracious consumer of media – high consumption of most media and high media meshing (NB stat not on slide but worth mentioning) and thinking about our earlier comments on TV type content moving online this market has great examples of successful development of TV content online and how to engage the consumer across the two platforms. Also on mobile UK is one of the leading markets in terms of use of mobile internet. Next we will take a look at Norway as an example of one of the Nordic markets.
- Slide 18: UK the facts Let ’ s have a look at the UK first. It ’ s a mature internet market but we can see there was still room for growth in internet penetration of 14% to 73%. A high percentage of internet users have a broadband connection thanks to the focus on infrastructure adopted by the authorities, although some Nordic countries have much faster ADSL connections. The UK consumer is a voracious consumer of media – high consumption of most media and high media meshing (NB stat not on slide but worth mentioning) and thinking about our earlier comments on TV type content moving online this market has great examples of successful development of TV content online and how to engage the consumer across the two platforms. Also on mobile UK is one of the leading markets in terms of use of mobile internet. Next we will take a look at Norway as an example of one of the Nordic markets.
- Slide 18: UK the facts Let ’ s have a look at the UK first. It ’ s a mature internet market but we can see there was still room for growth in internet penetration of 14% to 73%. A high percentage of internet users have a broadband connection thanks to the focus on infrastructure adopted by the authorities, although some Nordic countries have much faster ADSL connections. The UK consumer is a voracious consumer of media – high consumption of most media and high media meshing (NB stat not on slide but worth mentioning) and thinking about our earlier comments on TV type content moving online this market has great examples of successful development of TV content online and how to engage the consumer across the two platforms. Also on mobile UK is one of the leading markets in terms of use of mobile internet. Next we will take a look at Norway as an example of one of the Nordic markets.
- Slide 17, title: People are online more… and are more empowered Here we ’ re looking at empowerment and % of internet users who are heavy users and we have defined these as people who use the internet on their PC for over 16 hours per week. So the stats on the left show us the % of heavy users in each age group. And on the right we asked people if they felt able to do more of a particular thing as a result of using the internet and you can see the results to a broad range of questions here. An important one is ‘ do they feel able to follow their favourite brand better as a result of using the internet ’ and you can see here that the European average is 29%. We have analysed the answers to this ‘ empowerment ’ question by age group and the age group that tends to give the highest scores in response to this question is the 25 – 34 age group. Thinking about this its a time of life when people are making a lot of decisions – car, house even partner ! - and so influence is important and we can clearly see the influence of the internet on those decisions here. To quote a couple of examples 58% of people in this 25 – 34 age group feel able to choose better products and services (compared with the 50% average) and 38% feel better able to follow their favourite brands (compared with the average of 29%). So on the one hand the internet is helping them to make a choice and then its enabling them to stay in touch with that product or brand. Further insights are available on this chart, for example the ‘ manage finance ’ and ’ local government information ’ questions gets highest scores from older age groups as does ‘ politics ’ – it would be intersting to ask this question after the close election contest just seen in the UK. Lets move on to have a look at some of the markets by country. As i have explained there are 15 markets covered by the study and we have chosen some examples based to look at here in order to give you an idea of the variation across Europe. Of course the complete set is available should you be interested in looking at these. We have looked at two aspects – facts about each country ’ s media consumption profile and a look at the activities people conduct on line so you get the overview of media use and a deeper dive into online habits.
- Slide 27: Increasing use of Internet as entertainment hub Now we are looking at the growth of entertainment type activities online and which are the fastest growing markets. UK shows strong growth in watching Tv and video clips and downloading (this is more likely to be short form video and UGC) and but also think about the increased use of content production by leading brands (e.g. Marks and Spencer). Consumers in Spain and Italy are also very entertainment focused and this comes across in the growth shown there. Now a massive 46% watch TV clips online in Spain and 24% in Italy. Norway Sweden and Denmark are showing strong growth as well. Use of On Demand Tv reflects increasing interest in watching longer form TV programming online through a player, again very popular in the UK which we would expect given the more advanced transfer of professional TV type content online (BBC, ITV and Channel 4) and focus on dual platform strategy from these players. Online gaming is also growing apace from games played by kids to the hugely involved online strategy games. Bearing in mind that the global packaged games market is worth over $30 billion (Media Control Gfk) we would expect to see the % of people playing online games increase as broadband connections improve.
- Slide 15: FOCUS ON INTERNET USE Here we start to look more closely at internet use and the impact it has on people ’ s lives
- Slide 35: Who is using Internet whilst on the go This slide shows us the markets which have the highest penetration of mobile internet users. Sweden has always been at the forefront of mobile use and that shows up here yet this market doenst show as leading in terms of time spent or frequency.
- Slide 37: People in larger Eastern European countries are bypassing fixed line internet connections Turkey is an interesting case as its got roughly the same number of mobile internet users as it has PC internet users , maybe that will bring a different approach to mobile advertising and online advertising as the two develop more hand in hand. There is clearly lots of potential in Russia with the highest level of internet enabled phones, so if yu like there is still big gap to be filled bweteen the number of people who have a mobile internet enabled phone nd those who actually use the mobile internet on their phone but this will change as data package pricing droops and all the signs are that this is moving very quickly.
- Slide 15: FOCUS ON INTERNET USE Here we start to look more closely at internet use and the impact it has on people ’ s lives
- Slide 42: The internet can influence purchasing So over half our respondents said they change their mind about which brand to buy and we have noted that the highest levels of mind changing are in eastern Europe and again the UK features. If we want a comparison with the previous year we use the 10 country figure and that went from 38% in 2008 to 44% in 2010 so an increase of 16% in the number of people changing their minds. Looking at the research sources used its clear the no single source stands out and this tells us that a brand needs to look after all these areas if its to have a positive online presence: It need to have a good website The website need to be easily found It needs to have effective product care and customer service, make sure that ratings and reviews are managed effectively And it need to be competitive as price is important On the left we can see the categories where people change their mind frequently and these can vary a good deal market by market. One the next slide we take a look at some of the most popular products to be bought online.
- Slide 43: What is bought online Some of these are equally popular across Europe but the more complex purchases eg clothes can vary quite a bit – very popular in the clothes conscious France for example but less popular in markets where people favour straightforward purchases such as Germany where its books dvds electronics that lead the list. Turkey is interesting as there is a high level of research and purchase of personal products and we wonder if that ’ s because some brands are difficult to get hold of particularly outside the main urban centres and so these are being bough online and also cross-border. In Russia books, music and film downloads are very popular and DVDs and clothes. In Switzerland food and groceries, health products and designer brands are very popular again the sign of a more mature market. In Spain the most popular categories are for ticketing of travel, events and holidays. In Norway a broad range of products are purchased particularly financial products which fits with the portrait of the sophisticated online bankers we saw earlier. In Denmark its across the board as well with a focus on entertainment products including toys. In Italy there are high levels of research, for example thinking of the Italian love of cars thats matched by over half the internet users researching cars online but purchase is restricted to those most commonly bought online such as tickets books etc We are just about at the end of the presentation and we have covered a lot of ground so are there any questions? Remember that this data is based on a mix of the overall European results, results for individual markets and for different audience groups but there are lost more demos produced and please asking if you are interested in a particular audience (people who browse automotive websites, men aged 16-24, people in northern Italy etc). I can refer back to the EIAA if needed.
- Slide 44: SUMMING UP Finally we have a slide to sum up the key trends at European level and top top line planning implications and contact details for reference.
- Slide 45: key thoughts The key themes we see in the study this year are convergence, entertainment and mobility both through wireless internet and mobile. Some of the key metrics we measure, such as media meshing, show that media habits are changing quickly and brands need to keep up with this pace of change in order to reach and engage their target audience.
- Slide 46: Top line planning implications Our media consumption slides showed us that online is delivering a string audience through the day and doesn ’ t succumb to the slow build or drop off that is seen in TV and print. Online is also increasingly consumed with TV during the evening which means that we need to think about what each media can be used for in this day part. Is it awareness or conversion? As online becomes more of an entertainment medium we expect more brand advertising to appear online. This may be a big step in markets which are very performance driven, nevertheless we at EIAA will bring you the evidence and best practice case studies to show why and how it should be done. Consumers are being more sophisticated and brands need to match this sophistication in the approach they take to engage the consumer. As technology develops and creative skills improve there has never been a better opportunity to inform and engage your audience online. And lastly mobile is becoming the next link in the integrated marketing campaign so watch out for more of this in 2010.
- Slide 44: SUMMING UP Finally we have a slide to sum up the key trends at European level and top top line planning implications and contact details for reference.
- Slide 44: SUMMING UP Finally we have a slide to sum up the key trends at European level and top top line planning implications and contact details for reference.