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Executive Summary The Mediascope Europe Study from the European Interactive Advertising Association is one of the most comprehensive pieces of research available looking at how people allocate their time across media in Europe and how consumers use the internet for content, communication and commerce. The research, now in its fourth year, was managed by SPA and conducted by Synovate. Synovate is a member of the Aegis Group. Methodology • 7,036 Computer Aided Telephone Interviews (CATi) were conducted by o A sample size of 7036 provides accurate data to ± 1.1 – 0.8% at the 95% • Fieldwork took place in all territories between 4th and 25th September 2006 • The application of quotas on age, gender, education and regional • Interview length ranged from between 25-30 minutes • Results at the total level were weighted to take into account the different • The research, now its fourth year, was first conducted in September 2003 Summary PAN EUROPEAN VIEW OF MEDIA CONSUMPTION • The way in which Europeans interact with the internet is constantly changing as the medium evolves and matures • Social networking and establishing personal connections via internet phone calls, instant messaging and online forums will continue to drive internet growth as the medium becomes a more ingrained part of the consumer’s lifestyle • Increased broadband penetration across Europe has positively impacted the numbers of hours Europeans spend online and has contributed to the increased use of online websites such as travel, blogging, price comparison, radio and music downloads. INTERNET USAGE • 45% of internet users in Europe now go online every day of the week • The average European internet user spends 11 hours 20 minutes a week • The average European is now online 5.4 days a week • Europeans spend an average of 70% of their online time for personal
THE ONLINE JOURNEY IS CHANGING • Because of increased broadband penetration across Europe, consumers have more opportunity to interact with the medium through advanced content and services now offered on the internet. • Social networking websites are used by 23% of Europeans, at least once a month. Price comparison, local information, news and technology websites have also seen a significant increase in use. • The top web activities most performed by online Europeans are web searches, instant messaging, music downloads and listening to the radio. Particularly interesting findings are as follows: o Online forums have seen a 30% increase in use year-on-year o 31% of European online users download music at least once a month o 15% of European online users conduct telephone calls via the internet – a growth rate of 50% from last year
Top 6 Website Activities Online gaming THE IMPORTANCE OF BROADBAND • An average of 75% of online consumers in Europe use broadband at their main point of internet connection • Broadband penetration is up 14% across Europe year-on-year • 29% of all European home dial-up customers expect to upgrade to broadband in the next 12 months • Consumers in countries with greater broadband penetration are more likely to use the internet for entertainment purposes: Country Broadband Penetration % that listen to online radio at least once a month % that download music at least once a month France 87% 36 24 Norway 85% 30 35 UK 84% 33 33 Sweden 84% 43 23 Denmark 84% 35 22
ATTITUDES TOWARDS MEDIA • 47% of European consumers would choose the internet as their preferred media to find what they want quickly • When asked which one type of media they thought fits best with a variety of other statements, interesting responses are as follows: Provides what you want quickly saves time Has what you want when you want it Puts you in control Keeps you ahead of game Good for when brain most active
IMPLICATIONS FOR MARKETERS Advertisers and their agencies need to find and understand their audiences. What this research indicates is that people are continuing to increase the amount of their media time online and are becoming more sophisticated in the activities that they undertake. Marketers need to take advantage of the opportunity offered by online to interact with their consumers on a much deeper level. ABOUT THE EIAA The European Interactive Advertising Association (www.eiaa.net) is a unique pan- European trade organisation for sellers of interactive media. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Its members are currently AD Europe, AdLINK Internet Media AG, AOL Europe, MSN International, Tiscali, Yahoo! Europe, LYCOS Europe and T-Online International. It is chaired by Michael Kleindl, Managing Partner of Valkiria Network. The EIAA members’ networks account for 79% of the European online audience.
-Eiaa - 20.12.2006 / MaP More News
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