To satisfy the needs of their users, it is imperative the media know them well. Research already shows that the total is more than the sum of individual parts – users are moving from traditional to modern forms of media usage and also transfer among the latter, which consequently means, that they often use our medium from several different platforms. The potential for reaching new and new users is expending and we can take advantage of that. At Mediana, they already know the answers to several questions regarding the new habits of media users – who are the exclusive users, viewers or listeners over the traditional platforms, how many of them combine different methods of following the media and who are those who no longer care about traditional platforms. By enabling insight into this topic, media planners will gain a better understanding of new media landscape in the region and their decision making about future investments will be made easier.

1. DIFFERENT MEDIA PLATFORMS –
SAME CONSUMERS?
Maša Muster, Qualitative research manager
Matej Mrevlje, Data analysis manager
November 2012

2. 2
Data source
»Single-source« research about
Product and brand usage
Consumer opinions, free time activities and purchasing habits
Reading, listening, viewing and usage of other media
Sociodemographic characteristics of respondents
Mediana TGI (“Target group index) is the largest independent licensed
international research in Slovenia
Interviewing method and sample size
Self-completion of questionnaires in households
Multistratified, random sample, based on statistical regions
Annual average data are based on app. 4.000 respondents per country
Target group
individuals aged from 15 to 75
Frequency
Continuously from the second half of year 2000, half-year intervals

3. 3
Global presence of TGI
Sweden
Canada Russia
Ireland & N. Ireland
GB Middle and
Ukraine
France eastern Europe
Kazakhstan
Turkey Japan
USA Spain Greece S. Korea
Lebanon China
Egypt Israel
Iran Taiwan
Kuwait
Hong Kong
Saudi India
Mexico Puerto Rico Arabia UAE
Nigeria Thailand Philippines
Venezuela
Uganda Malaysia
MIDDLE AND E. EUROPE Columbia
Germany Kenya Singapore Indonesia
Brazil
Poland Ecuador Tanzania
Slovakia
Czech republic Peru
Romania South Africa
Australia
Italy Chile
Slovenia Argentina
Croatia
Serbia New Zealand
Macedonia
Montenegro
Hungary
Bulgaria
69 countries – 700.000 interviews yearly

4. 4
The numbers never lie…
840.000.000 users 4 billion views/day 500.000.000 users
685.000 pieces of 48 hours of video 100.000 tweets/
content/minute uploaded/minute minute
More than half of active
67 % mobile growth 800.000.000 unique
users follow companies,
rate in 2012 users/month
brands, products
91 % of online adults regularly use social media
40 % of people spend more time socializing online then they do face to face

5. 5
Digital revolution is SO last year!
8 new people come onto the internet every second
Average tablet user spends 14h/week with the device
By 2014, mobile internet should take over desktop
internet usage
36 % of mobile
users search
for news!
but only 3 %
use dailies
apps!

6. 6
What’s the catch?
PRIMARY CHANNEL 69 % REVENUES DIGITAL CHANNELS 31 % REVENUES
EXPECTATIONS BY 2015:
50 % PRIMARY - 50 % DIGITAL

7. 7
We can’t afford to ignore digital anymore
INVESTMENTS EASY ACCESS
NEW USERS
HARD WORK &
ORGANIZATIONAL PERSONALIZATION
CHALLENGES
REVENUES
LOW ATTENTION
SPAM
BRANDING
BRANDING
LOYALTY

8. 8
Media consumption in Adriatic region
Slovenia Croatia Serbia Macedonia
82,9
TV 84,4
91,3
84,3
79,7
69,5
radio
46,6
25,3
74,1
billboards 65,3
54,6
23,1
63,8
49,5
internet
40,9
42,7
53,1
dailies 44,6
32,4
28,6
11,5
7,1
cinema
3,7
1,0

9. 9
Media consumption in an average day
70,0%
SLOVENIA CROATIA SERBIA MACEDONIA
60,0%
50,0%
40,0%
30,0%
20,0%
10,0%
0,0%
06:00 ‐ 06:59 07:00 ‐ 07:59 08:00 ‐ 08:59 09:00 ‐ 10:59 11:00 ‐ 12:59 13:00 ‐ 14:59 15:00 ‐ 16:59 17:00 ‐ 18:59 19:00 ‐ 20:59 21:00 ‐ 22:59 23:00 ‐ 05:59

10. 10
In-depth classic vs. digital overview
70,0%
60,0%
TV (classic)
50,0%
TV (online)
magazines
40,0%
radio (classic)
radio (online)
30,0% computer
books
20,0% cinema
dailies (print)
10,0% dailies (online)
0,0%
06:00 ‐ 07:00 ‐ 08:00 ‐ 09:00 ‐ 11:00 ‐ 13:00 ‐ 15:00 ‐ 17:00 ‐ 19:00 ‐ 21:00 ‐ 23:00 ‐
06:59 07:59 08:59 10:59 12:59 14:59 16:59 18:59 20:59 22:59 05:59

11. 11
Each media has it specifics
PRINT users EXCLUSIVE PRINT users ONLINE users EXCLUSIVE ONLINE users ONLINE & PRINT users
Večernji list 94,2% 92,4% 7,6% 5,8% 1,7%
Jutarnji list 83,8% 73,7% 26,3% 16,2% 10,2%
Business.hr 71,0% 69,3% 30,7% 29,0% 1,7%

12. 12
One that’s already working on all platforms
PRINT users
EXCLUSIVE PRINT users all
15‐30
ONLINE users 31‐50
51‐75
EXCLUSIVE ONLINE users
ONLINE & PRINT users
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%

13. 13
One that’s still focusing on print
PRINT users
EXCLUSIVE PRINT users
all
15‐30
ONLINE users
31‐50
51‐75
EXCLUSIVE ONLINE users
ONLINE & PRINT users
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%

14. 14
And one that’s gaining new young users online
PRINT users
EXCLUSIVE PRINT users
all
15‐30
ONLINE users 31‐50
51‐75
EXCLUSIVE ONLINE users
ONLINE & PRINT users
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%

15. 15
This kind of thinking can be applied to any media type
TV Slovenija
Mladina CLASSIC users
EXCLUSIVE CLASSIC
users
ONLINE users
Cosmopolitan
EXCLUSIVE ONLINE users
CLASSIC & ONLINE users
HRT
B92

16. 16
SEL groups can help us with the targeting
In each country, the population is divided into 4 socio-economic classes
SEL group 1 10%
SEL group 2 20%
SEL group 3 30%
SEL group 4 40%

17. 17
In Slovenia, young users are also really profitable!
70,0% 160
%
index 140
60,0%
120
50,0%
100
40,0%
index
80
%
30,0%
60
20,0%
40
10,0% 20
0,0% 0
15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75
Super consumers (f irst 10 %) (Upper) middle class (next 20 %) (Lower) middle class (next 30 %) Lower class (Next 40 %)

18. 18
Generation X can be the most profitable in Serbia
70,0% 160
%
index 140
60,0%
120
50,0%
100
40,0%
index
80
%
30,0%
60
20,0%
40
10,0% 20
0,0% 0
15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75
Super consumers (f irst 10 %) (Upper) middle class (next 20 %) (Lower) middle class (next 30 %) Lower class (Next 40 %)

19. 19
It’s all about the brand and its ambassadors!
100,0% 200
90,0% 180
80,0% 160
70,0% 140
60,0% 120
50,0% 100
40,0% 80 %
30,0% 60 index
20,0% 40
10,0% 20
0,0% 0
Ambassadors Inf luencers Receivers Ambassadors Inf luencers Receivers
24 SATA (PRINT) 24 SATA (ONLINE)

20. 20
Are you doing (enough) already?

21. Thank you for your attention!
Any questions?
www.mediana.si
mediana@mediana.si