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EIAA Mediascope Europe & Online Shoppers

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1 EIAA Mediascope Europe & Online Shoppers
January Conducted by:

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 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 Presentation agenda 1. Introduction 3. Online Shoppers
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 OVERALL PROJECT OBJECTIVE
Research objectives 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

6 Methodology and sample
Scandinavia Sweden - 333 Norway - 333 Denmark - 334 Belgium - 500 Netherlands - 501 Germany – 1009 UK – 990 TOTAL SAMPLE 7008 interviews across 10 European 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 France – 1000 Spain – 1008 Italy – 1000

7 Methodology and sample
7008 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 3rd – 28th 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 Mediascope Europe Weekly internet use Time spent online
Frequency of internet use Broadband penetration Online activities The impact of the internet Websites visited

9 Weekly internet use grows 6%
Q1a/2a/3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet? Internet users across our 10 countries have increased in number by 6% year-on-year to 169 million users per week Total Adult Europeans Adults Typically Online Each Week 2007 296m 2006 2005 +6% 145m 159m 169m

10 6 million more women online
Q1a/2a/3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet? 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 Women Online +8% Up 6 million to 81.4m weekly users Universe of Internet Users Grows 6% year-on-year Older Europeans Online (55+) +12% Up 3 million to 28.6 users

11 16-24 yrs internet use almost ubiquitous
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? 16-24 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 Watch TV Use Internet 9 in year olds are online each week 13.4 Hours Per Week 14.7 Hours Per Week Across 5.7 Days Per Week Across 5.9 Days Per Week Trend likely to continue following year-on-year growth every year since 2004 16-24 year olds spend 16% less time watching TV than Europeans as a whole 16-24 year olds spend 24% more time using the internet than Europeans as a whole

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 16-24 year olds in Sweden spend 21% more time using the internet than sat in front of the television

13 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…? Typical 7 day week Internet use Use the Internet Change from 2006 Change from 2006 2007 Millions 2007 Millions Swedish Average 74% Sweden 5.6m 16 – 24 years 8% 0.8m 25 – 34 years 2% 0.9m 35 – 54 years 5% 1.8m 55+ years 2.1m Men 2.6m Women 3m [Base: All Respondents in Europe (n=7008)] [Base: All respondents in Sweden (n=333)]

14 16-24 year olds in Sweden spend 21% more time using the internet than watching TV
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using each media? Hours spent using each media in a typical week (16-24 years) % change from 2005 to 2007 11% 10% 42% 16% 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)]

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

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

18 Swedish 16-24 year olds access the internet more frequently than they watch TV
Q4. In a typical seven day week, on average how many days do you use TV/internet? TV (16-24 yrs) Internet (16-24 yrs) No. days 5.8 5.7 5-7 days % 80% 77% No. days 5.5 5.9 5-7 days % 72% 82% % using TV between 5 and 7 days per week % using Internet between 5 and 7 days per week Number of days per week Number of days per week [Base: All year old Sweden TV viewers (n=38)] [Base: All year old Sweden internet users (n=45)]

19 THE BROADBAND LANDSCAPE

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

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

22 OUR RELATIONSHIP WITH THE INTERNET

23 Email and Search remain key
Q7b. Which of the following types of web activities do you use at least once a month? Key Web Activities Used Search is still the most undertaken activity 87% Hotmail 42% now communicate through social networking sites (increasing to 66% amongst 16-24 years olds) Web based is used each month by 81% of online Europeans

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

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 [Base: All Sweden internet users (n=248)]
The number of Swedish people who contribute to ratings and reviews has grown 383% since 2006 Q7b. Which of the following types of web activities do you use at least once a month? TOP GROWTH ACTIVITIES 2006 Score 2007 Score Trend Year-on- year trend Ratings and reviews 6% 29% 383% Watching TV, film or video clips 11% 33% 200% Creating and sharing content 9% 19% 111% Blogging 12% 58% P2P File sharing 17% 55% Podcasting 50% TV and film video downloads 16% 21% 31% Music downloads 23% 26% 13% Forums Making telephone calls [Base: All Sweden internet users (n=248)]

27 [Base: All Sweden internet users (n=248)]
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? Top 8 Website Activities cannot 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 13% of Swedish users were not aware they could create or share content online
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? 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 content 58% 13% 11% Watch or download film, TV or video clips 50% 7% 14% Music downloads 31% 6% 19% Communicate via social networks 48% 5% 8% [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)

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

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

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 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 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 [Base: All Online Shoppers online researchers (n=3352)]
42% of Swedish online shoppers changed their mind after online research Q17a. After researching on the internet, have you ever changed your mind about which brand of product you purchased? Effect of online research on brand chosen 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%) [Base: All Online Shoppers online researchers (n=3352)]

35 65% of Swedish online shoppers changed which brand of electrical good they would buy after online research Q17b. In which of the following product categories, if any would you change your mind about the brand you purchase after researching online? Effect of online research on brand chosen - products categories 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 [Base: All Online Shoppers online researchers that changed their mind (n=1362)]

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) Sweden (Online Shoppers) % % [Base: All Online Shoppers internet users (n=3352)] [Base: All Sweden (Online Shoppers) internet users (n=204)]

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 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? Proportion of Internet users that have researched, bought online or researched and bought offline % Conversion 50% 80% 82% 84% [Base: All Europe internet users (n=4166)]

39 [Base: All Sweden internet users (n=248)]
… 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? Proportion of Internet users that have researched, bought online or researched and bought offline % Conversion 49% 79% 84% 85% [Base: All Sweden internet users (n=248)]

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

41 [Base: All Online Shoppers purchasing online (n=2839)]
In a six month period the average Swedish online shopper spent €948 online Q19. In the last six months, approximately how much money would you say you spent in total on all your online purchases? Mean Score € 947.74 756.23 746.95 707.39 589.75 558.09 534.02 471.03 €501+ €0-500 [Base: All Online Shoppers purchasing online (n=2839)]

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 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? 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 Top 5 products/services bought online in terms of growth 2007 2006 Year-on-year growth Mobile Phones 16% 12% +33% Financial products 11% 9% +22% Home furnishings 13% +18% Car accessories 8% +13% Holidays 42% 38% +11% Electrical Goods 33% 30% +10% Cinema tickets 23% 21% Computer games +9% Books 40% 37% +8% Toys 14% [Base: All Online Shoppers who have bought a product/service online (n=3352)]

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? Most popular products/services bought online by online shoppers In Sweden travel tickets, holidays and concert/theatre/festival tickets are particularly popular online purchases [Base: All Online Shoppers who have bought a product/service online (n=3352)]

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? 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%) [Base: All Online Shoppers who have bought a product/service online (n=3352)]

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 [Base: All Online Shoppers using the internet (n=3352)]
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? Broadband connection - Online Shoppers 2007 Year-on-year change UK France Norway Sweden Denmark Belgium Spain Europe Netherlands Italy Germany +8% +1% +6% +5% +7% +18% +15% Compared to 70% of internet users who have not bought a product/service online [Base: All Online Shoppers using the internet (n=3352)]

48 [Base: All Online Shoppers using the internet (n=3352)]
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 spent using the Internet in a typical week In Sweden online shoppers spend 13.6 hours online each week, the highest number of hours spent online amongst online shoppers across Europe Hours [Base: All Online Shoppers using the internet (n=3352)]

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

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

51 Summary 16-24 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 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 END For more information please go to www.eiaa.net or email info@eiaa.net


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