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1 EIAA Mediascope Europe & Online Shoppers January 2008 Conducted by:

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1 1 EIAA Mediascope Europe & Online Shoppers January 2008 Conducted by:

2 2 EIAA Objectives Champion and improve the understanding of online advertising as a medium Promote the efficiency of online advertising as part of the ‘media mix’ Think regionally, benefit regionally and at local level Increase the total value of investment into online advertising

3 3 Background The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry Members are: 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 SPA has conducted the survey since 2005

4 4 Presentation agenda 1.Introduction Research objectives Methodology and sample 2.Mediascope Europe Weekly internet use Time spent online Frequency of internet use Broadband penetration Online activities The impact of the internet Websites visited 3.Online Shoppers Online research Percentage of online shoppers Number of items online shoppers buy online Amount of money online shoppers spend online The products online shoppers buy Online shoppers are heavy internet users

5 5 OVERALL PROJECT OBJECTIVE 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 Research objectives

6 6 Within each territory quotas were set to ensure our sample was representative of each market. Quotas were applied on: age, gender, education and regional distribution within countries Within each territory quotas were set to ensure our sample was representative of each market. Quotas were applied on: age, gender, education and regional distribution within countries TOTAL SAMPLE Belgium Netherlands Scandinavia Sweden Norway Denmark Germany – 1009 Italy – 1000 Spain – 1008 France – 1000 UK – interviews across 10 European countries Methodology and sample

7 Computer Aided Telephone Interviews (CATI) were conducted by Synovate on behalf of SPA and the EIAA in 10 countries across Europe A sample size of 7008 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level Fieldwork took place in all territories between 3 rd – 28 th September 2007 Interview length ranged from minutes The application of quotas ensured that representative samples were achieved in each country quotas on age, gender, education and regional distribution Results at the total level were weighted to take into account the different countrys’ population sizes. Using 2007 data from the UN the following weighting matrix was developed

8 8 Mediascope Europe  Weekly internet use  Time spent online  Frequency of internet use  Broadband penetration  Online activities  The impact of the internet  Websites visited

9 9 Weekly internet use grows 6% Internet users across our 10 countries have increased in number by 6% year-on-year to 169 million users per week Adults Typically Online Each Week Total Adult Europeans m 159m169m +6% m 2005 Q1a/2a/3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?

10 10 6 million more women online Increases in women using the internet mean they are closing the gap on men The demographic with the highest rate of increase is the Silver Surfers (55+), up 12% year-on-year Increases in women using the internet mean they are closing the gap on men The demographic with the highest rate of increase is the Silver Surfers (55+), up 12% year-on-year Older Europeans Online (55+) +12% Women Online +8% Universe of Internet Users Grows 6% year-on-year Up 6 million to 81.4m weekly users Up 3 million to 28.6 users Q1a/2a/3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?

11 yrs internet use almost ubiquitous year olds now go online more frequently than they watch TV, for the first time They’re also spending 10% more time online than watching TV – nearly 15 hours per week year olds now go online more frequently than they watch TV, for the first time They’re also spending 10% more time online than watching TV – nearly 15 hours per week 9 in year olds are online each week 13.4 Hours Per Week Across 5.7 Days Per Week 14.7 Hours Per Week Across 5.9 Days Per Week year olds spend 24% more time using the internet than Europeans as a whole year olds spend 16% less time watching TV than Europeans as a whole Trend likely to continue following year-on-year growth every year since 2004 Watch TV Use Internet Q4. In a typical seven day week, on how many days do you use the internet / TV? Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet / TV?

12 12 Weekly internet use and time spent online 57% or 169m of all Europeans use the internet in a typical week, rising to 74% of all respondents in Sweden (5.6 million) Internet users in Sweden spend a lengthy average of 13 hours per week online Over a third (36%) of all internet users in Sweden spend upwards of 16 hours online year olds in Sweden spend 21% more time using the internet than sat in front of the television

13 13 Typical 7 day week Internet use 5.6 million online across Sweden Q1a/2a/3a In a typical 7 day week, that is Monday to Sunday, can you tell me if you…? [Base: All Respondents in Europe (n=7008)] [Base: All respondents in Sweden (n=333)] Swedish Average 74% Change from Millions Sweden5.6m 16 – 24 years8%0.8m 25 – 34 years2%0.9m 35 – 54 years5%1.8m 55+ years2.1m Men2.6m Women3m Use the Internet

14 14 Hours spent using each media in a typical week (16-24 years) Average number of hours per week [Base: All year old Sweden respondents using each media (TV=38, radio=32, internet=45, newspapers=36, magazines=23)] Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using each media? % change from 2005 to %10%42%16% year olds in Sweden spend 21% more time using the internet than watching TV

15 15 Nordics provide most everyday users Almost half (47%) of European internet users now go online everyday of the week Go online Where? (Top 5) Who? Go online Q4. In a typical seven day week, on how many days do you use the internet?

16 16 Frequency of internet use Swedish internet users access the internet 5.7 days per week 58% of Swedish internet users use the internet seven days a week, rising to 82% amongst year olds Swedish year olds continue to access the internet more frequently than they watch TV 91% of this younger demographic use the internet between 5 and 7 days each week while only 79% watch TV as regularly

17 17 By Demographic Q4. In a typical seven day week, on how many days do you use the internet? Swedish internet users access the internet 5.7 days per week Swedish Average 5.7 [Base: All Sweden internet users (n=248)] Sweden 16 – 24 years 25 – 34 years 35 – 54 years 55+ years Men Women [Base: All European internet users (n=4017)] By Country European Average = 5.5

18 18 Internet (16-24 yrs) TV (16-24 yrs) Q4. In a typical seven day week, on average how many days do you use TV/internet? [Base: All year old Sweden TV viewers (n=38)] % using TV between 5 and 7 days per week No. days days %80%77% [Base: All year old Sweden internet users (n=45)] No. days days %72%82% Number of days per week % using Internet between 5 and 7 days per week Number of days per week Swedish year olds access the internet more frequently than they watch TV

19 19 THE BROADBAND LANDSCAPE

20 20 Broadband penetration reaches 8 in 10 Broadband penetration increases again with 8 in 10 Euro users now enjoying a high speed connection where they access most (their main point) Most likely group to use Broadband 85% of men 87% of year olds Broadband Penetration: Europe (%) QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?

21 21 Broadband connection QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection? [Base: All internet users (n=4017)] 2007 Year-on-year change Almost 9 out of 10 Swedish internet users now use a broadband connection

22 22 OUR RELATIONSHIP WITH THE INTERNET

23 23 and Search remain key Key Web Activities Used 42% now communicate through social networking sites (increasing to 66% amongst years olds) Search is still the most undertaken activity 87% Web based is used each month by 81% of online Europeans Hotmail Q7b. Which of the following types of web activities do you use at least once a month?

24 24 Growth areas in internet activities Top 5 Growth Areas +150% Watching Film, TV or Video Clips +42% Ratings & Reviews +18% TV & Film Downloads +15% P2P File Sharing +17% Podcasting Q7b. Which of the following types of web activities do you use at least once a month?

25 25 Broadband penetration and online activities 41% of internet users in Sweden now communicate via social networking sites at least once a month Listening to the radio is particularly popular in Sweden when compared to the European average (41% vs. 31%) The number of Swedish people who contribute to ratings and reviews has grown 383% since 2006 Swedish internet users also enjoy sharing information online: The number of Swedish internet users that create and share content has grown +111% since 2006 Nearly a third (29%) of Swedish internet users contribute to rating and review sites Over a quarter (26%) now share their thoughts on forums 65% of respondents in Sweden stated that they can’t live without at least one activity on the internet

26 26 TOP GROWTH ACTIVITIES 2006 Score 2007 Score Trend Year-on- year trend Ratings and reviews6%29%383% Watching TV, film or video clips11%33%200% Creating and sharing content9%19%111% Blogging12%19%58% P2P File sharing11%17%55% Podcasting6%9%50% TV and film video downloads16%21%31% Music downloads23%26%13% Forums23%26%13% Making telephone calls11%12%9% Q7b. Which of the following types of web activities do you use at least once a month? [Base: All Sweden internet users (n=248)] The number of Swedish people who contribute to ratings and reviews has grown 383% since 2006

27 27 Top 8 Website Activities cannot live without (%) Nearly a third (30%) of Swedish internet users claimed they couldn’t live without Q7bi. And of the ones that you have used, which of the following web activities that you undertake monthly could you not live without? 65% of respondents in Sweden cannot live without at least one activity on the internet [Base: All Sweden internet users (n=248)]

28 28 [Base: All Sweden internet users who do not create or share content (n=202), watch or download TV/video clips (n=153), download music (n=52) or communicate via social networks (n=25) Q7bii/biii/biv/bv. You’ve said that you do not currently use the internet to create or share content/watch or download TV, film or video clips/download music/communicate via social networks. Why is this? 13% of Swedish users were not aware they could create or share content online Reasons why do not use Internet to create and share content, watch or download film, TV or video clips, download music or communicate via social networks Web activity % who sited this was the reason they did not perform each activity It’s not relevant to me Not aware of these types of web activity They are too complicated Creating or sharing content58%13%11% Watch or download film, TV or video clips50%7%14% Music downloads31%6%19% Communicate via social networks48%5%8%

29 29 News remains core to driving internet use News 65% Local Information 52% Travel 51% Holidays 46% Music 46% An easy accessible source of instant information, results in the internet being a perfect format for delivering news and local information Q7a. Which of the following types of websites do you visit at least once a month?

30 30 Top 10 Websites Visited (%) 76% of internet users in Sweden access news sites at least once a month Next 11 Websites Visited (%) [Base: All internet users (n=4017) and all Sweden internet users (n=248)] Q7a. Which of the following types of websites do you visit at least once a month?

31 31 The impact of the internet and websites visited Almost all internet users in Sweden (99%) admit to doing something less often as a result of the internet 50% use other forms of media less in favour of the internet: 31% admit to watching less TV 14% do not listen to as much radio 20% read newspapers less frequently 42% of year old internet users in Sweden claim their TV consumption has dropped off as a direct result of the internet 76% of internet users in Sweden access news sites at least once a month, making news the most popular type of website visited – closely followed by banking and finance (74%) and local information (59%) Banking and finance (74% vs. 50), Property (36% vs. 22%) and TV sites (26% vs. 16%) are far more popular in Sweden when compared to the European average

32 32 Online Shoppers  Online research  Percentage of online shoppers  Number of items online shoppers buy online  Amount of money online shoppers spend online  The products online shoppers buy  Online shoppers are heavy internet users

33 33 Online research 40% of all European online shoppers have changed their mind about which brand to buy following research on the web Online shoppers in the UK are the most likely to be influenced by information on the internet (49%) while Italians are the least likely to change their mind (27%). In Sweden 42% of online shoppers changed their brand after online research European consumers are most likely to change their mind as a result of online research when it comes to buying electrical goods - 59% changed their minds on brand Over half (59%) of online shoppers cite that websites of well known brands are an important source of information when researching or considering a product or service In Sweden almost two thirds (61%) of online shoppers find reviews/opinions on the internet written by experts an important source of information

34 34 Effect of online research on brand chosen Q17a. After researching on the internet, have you ever changed your mind about which brand of product you purchased? [Base: All Online Shoppers online researchers (n=3352)] Brits are the most likely to be influenced by information on the internet (49%) while Italians are the least likely to change their mind (27%) 42% of Swedish online shoppers changed their mind after online research

35 35 Effect of online research on brand chosen - products categories Q17b. In which of the following product categories, if any would you change your mind about the brand you purchase after researching online? 65% of Swedish online shoppers changed which brand of electrical good they would buy after online research [Base: All Online Shoppers online researchers that changed their mind (n=1362)] European consumers are most likely to change their mind as a result of online research when it comes to buying electrical goods - 59% changed their minds on brand – rising to 65% amongst Swedish online shoppers

36 36 Over half (59%) of online shoppers cite that websites of well known brands are an important source of information Q5h. Which of the following to do you consider to be an important source of information when researching or considering a product or service? Europe (Online Shoppers) [Base: All Online Shoppers internet users (n=3352)] % Sweden (Online Shoppers) % [Base: All Sweden (Online Shoppers) internet users (n=204)]

37 37 Percentage of online shoppers, number of items bought and amount of money spent online A massive 80% of European internet users have bought a product or service online, rising to 82% in Sweden These European online shoppers made 1.3 billion purchases in just a six month period, spending an average of €747 each online. The UK (486m) and Germany (342m) made the most purchase In the UK, Germany and Denmark female online shoppers made more purchases than men Norway (€1203) and the UK (€1195) spent the most money online per person In Sweden online shoppers made a total of 31m online purchases spending an average of €948 online in just six months

38 38 Proportion of Internet users that have researched, bought online or researched and bought offline [Base: All Europe internet users (n=4166)] % Conversion 50%80%82%84% 80% of European internet users have bought products/services online… Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?

39 39 Proportion of Internet users that have researched, bought online or researched and bought offline [Base: All Sweden internet users (n=248)] % Conversion49%79%84%85% … in Sweden the percentage of internet users that shop online has grown +78% since 2004 Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?

40 40 82% of Swedish internet users have bought a product/service online Q16. Have you ever bought online any of the following products/services? [Base: All Europe internet users (n=4166)] Norway lead in terms of the percentage of internet users who shop online, closely followed by the UK

41 41 Q19. In the last six months, approximately how much money would you say you spent in total on all your online purchases? [Base: All Online Shoppers purchasing online (n=2839)] €501+ €0-500 Mean Score € In a six month period the average Swedish online shopper spent €948 online

42 42 Products bought online The percentage of European online shoppers buying particular products and services has increased significantly since 2006 The number of online shoppers purchasing mobile phones online has increased by 33%, financial products purchases are up 22%, home furnishings up 18%, car accessories up 13% and holidays up 11% In Sweden purchasing mobile phones (+129%), Renting DVDs (+100%), buying toys (+66%), electrical goods (+33%) and downloading music (+23%) online has increased significantly since 2006 Overall, the most popular online purchase across Europe is travel tickets (54%), closely followed by holidays (42%), books (40%), concert/theatre/festival tickets (38%), clothes (33%) and electrical goods (33%) The research highlights the gender differences of online shoppers Female shoppers focus on clothes (40% vs. 27% of men) and holidays (46% vs. 38% of men) Male online shoppers go for electrical goods (39% vs. 27% of women) and CDs (25% vs. 20% of women).

43 43 The percentage of online shoppers buying particular products and services has increased significantly Q16. Have you ever bought online any of the following products/services? Top 5 products/services bought online in terms of growth Year-on-year growth Mobile Phones 16%12%+33% Financial products 11%9%+22% Home furnishings 13%11%+18% Car accessories 9%8%+13% Holidays 42%38%+11% Electrical Goods 33%30%+10% Cinema tickets 23%21%+10% Computer games 12%11%+9% Books 40%37%+8% Toys 14%13%+8% [Base: All Online Shoppers who have bought a product/service online (n=3352)] In Sweden purchasing mobile phones (+129%), Renting DVDs (+100%), buying toys (+66%), electrical goods (+33%) and downloading music (+23%) online has increased significantly since 2006

44 44 The most popular online purchase across Europe is travel tickets (54%), closely followed by holidays (42%) Q16. Have you ever bought online any of the following products/services? [Base: All Online Shoppers who have bought a product/service online (n=3352)] Most popular products/services bought online by online shoppers In Sweden travel tickets, holidays and concert/theatre/festival tickets are particularly popular online purchases

45 45 European Female online shoppers buy far more clothes online and men buy more electrical goods Q16. Have you ever bought online any of the following products/services? [Base: All Online Shoppers who have bought a product/service online (n=3352)] Products/services bought online – male vs. female online shoppers In Sweden female online shoppers are far more likely to buy travel tickets (77% vs. 69%) and holidays (61% vs. 52%) and men, as with the European average, buy more electrical goods online (48% vs. 17%)

46 46 Heavy online users European online shoppers are heavy users of the internet 84% of online shoppers go online via a broadband connection (compared to 70% of internet users who do not shop online) On average they use the internet on 5.7 days each week, spending an average of 12.3 hours online (above the European average of 11.9) and over half (51%) log onto the internet every day

47 47 Broadband connection - Online Shoppers 84% of European online shoppers use broadband at their main point of internet connection, rising to 90% in Sweden QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection? [Base: All Online Shoppers using the internet (n=3352)] 2007 Year-on-year change UK France Norway Sweden Denmark Belgium Spain Europe Netherlands Italy Germany +8% +1% +6% +5% +7% +5% +18% +8% +6% +5% +15% Compared to 70% of internet users who have not bought a product/service online

48 48 Hours spent using the Internet in a typical week European Online shoppers spent an average of 12.3 hours online each week Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Hours [Base: All Online Shoppers using the internet (n=3352)] In Sweden online shoppers spend 13.6 hours online each week, the highest number of hours spent online amongst online shoppers across Europe

49 49 Across Europe online shoppers spend an impressive 5.7 days online each week… [Base: All Online Shoppers using the internet (n=3352)] 9% 2% 4% 6% 2% Change from 2006 Q4. In a typical seven day week, on how many days do you use the internet? Online Shoppers In Sweden online shoppers spend 6 days online

50 50 Q4. In a typical seven day week, on how many days do you use the internet? [Base: All Online Shoppers internet users (n=3352)] Percent of 7 days a week users Online shoppers using the internet 7 days a week …over half of all online shoppers use the internet 7 days a week In Sweden nearly 2 thirds (64%) of online shoppers go online every day

51 51 Summary year olds are living the digital world of the future; they spend more time online than they do watching TV and are in complete control of their media consumption. Marketers need to focus on finding the right balance of display advertising, word of mouth and viral marketing in order to effectively engage and communicate with this key target audience. Marketers need to be aware of how powerful social recommendation on the internet can be. 42% of internet users now regularly communicate via social networking sites and the number of people contributing to rating and review sites has seen a growth of 42% since 2006 and over a quarter (26%) now share their thoughts on forums, highlighting the potential power of word of mouth marketing. Opportunities to create rich media TV and video-style adverts are increasing as European broadband penetration grows. 81% of European internet users now connect to the internet via a broadband connection and as a result, internet users are able to enjoy a more interactive and engaging online experience.

52 52 Summary 40% of all European online shoppers have changed their mind about which brand to buy following research on the web, highlighting the power that websites can have in the purchasing decision. Online shoppers from more mature online markets are more likely to change their mind on what brand to buy following web research, than online consumers from less developed markets. The web is an ever more powerful resource for consumers wishing to research a product or brand. Over half (59%) of online shoppers cite that websites of well known brands are an important source of information when researching or considering a product or service and search engines are considered more useful (76%) than personal recommendations (72%). Marketers need to provide relevant information at the right time and in the right place online to ensure effective engagement with their consumers whilst they are in the purchase making process.

53 53 END For more information please go to or


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