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European Interactive Advertising Association

European Interactive Advertising Association. ‘ European Media Landscape and Future Trends ’. Alison Fennah Executive Director. Presentation agenda. Introduction EIAA Objectives About the EIAA Background – Global Trends, Advertising Expenditure European Internet Usage

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European Interactive Advertising Association

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  1. European Interactive Advertising Association ‘EuropeanMedia Landscape and Future Trends’ Alison FennahExecutive Director

  2. Presentation agenda • Introduction • EIAA Objectives • About the EIAA • Background – Global Trends, Advertising Expenditure • European Internet Usage • Research Objective - Mediascope Europe • Methodology & Sample • How Often are Europeans Online • How Long Europeans Spend Online • Media Meshing • Broadband Penetration • Web Activities & Web 2.0

  3. Presentation Agenda • Online Shoppers • Growing Conversion Rates • Number of Items Bought Online and Amount of Money Spent • European Bargain Hunters • Online Shoppers Internet Usage • Wireless Users Make the Most of the Net… • Wireless Users • Wireless Users - Access to technology • Mobile Internet Users • Key Findings

  4. 1. INTRODUCTION

  5. 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

  6. EIAA – Who?

  7. Background • EIAA has made significant investment in research, particularly in the areas of media consumption and advertising efficiency, key projects include: • Mediascope Europe • Marketers Internet Ad Barometer • Case Study Library • Ad Formats Study • Online Ad Effectiveness • As part of this commitment to research, the EIAA has for the past four years conducted a large scale study of media consumption habits in Europe • enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad spend

  8. World economic order and overalladvertising expenditure • The economic order is set to change • USA currently have the strongest economy • By 2050 China are set to overtake the USA • India, Japan, Brazil and Russia’s economies are predicted to flourish • Population sizes and business costs are key factors driving economic growth • Technology revolution also driving manufacturing and service sectors • India (+33%), Russia (+21%) and China (+20%) have seen a large growth in internet penetration and these are the countries which are set to grow economically • As with economic order, advertising expenditure is set to change • What do advertisers get from online?

  9. Population sizes and business costs are key factors driving economic growth… ** The cost of manufacturing labour in Brazil is approximately a 7th of the cost of that in the USA Source: Above - United Nations Fund for Population Activities ** US Department of Labour, Bureau of Labour Statistics

  10. … technology revolution also driving growth % growth in internet audiences Jan 2006 vs. Jan 2007 Countries which are set to grow economically are seeing high growth rates in internet penetration Source: ComScore Networks, March 2007

  11. How Is The Mix Changing? Q 61. Which media is your usage increasing/decreasing with? The EIAA Marketers’ Ad Barometer shows that the online budget is increasing significantly compared to other media

  12. Advertiser perceptions • 74% of all respondents regard the internet as a vital part of their advertising strategy • 78% thought it enabled them to reach specific groups difficult to reach in other ways • 80% of respondents feel that increasing broadband penetration is making the Internet more attractive • The language and technology used in online advertising was no longer considered to be an issue for 64% of advertisers

  13. 2. EUROPEAN INTERNET USAGE

  14. 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 usage of the Internet for content, communication and commerce Mediascope Europe OVERALL PROJECT OBJECTIVE

  15. Methodology & Sample Scandinavia • Sweden - 334 • Norway - 334 • Denmark - 333 Netherlands – 500 Belgium – 500 Germany – 1,008 TOTAL SAMPLE UK – 1,015 7,036 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 – 1,002 Spain – 1,002 Italy – 1,008

  16. Methodology & Sample • 7,036 Computer Aided Telephone Interviews (CATi) were conducted by Synovate on behalf of SPA and the EIAA in 9 EU countries and Norway • A sample size of 7036 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level • Fieldwork took place in all territories between 4th-25th September 2006 • Interview length ranged from between 25-30 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 country’s population sizes. Using 2005 data from the UN the following weighting matrix was developed

  17. Internet usage • European weekly internet usage has grown by 10% year-on-year with weekday growth of 13% • Norway leads with 81% of population online in a typical 7 day week • Spain shows the largest growth overall (up 27%) • After 10am each day, the internet is the second most used medium • Personal, leisure and recreational use has pushed weekend internet usage up 17% • 35-54 year olds key to driving weekend internet usage

  18. European weekly usage up 10% year-on-year Q1a In a typical 7 day week, that is Monday to Sunday, can you tell me if you…? Use the Internet Change from2005 Change from2005 EuropeanAverage European Average = 54 [Base: All respondents in Europe] [Base: All Respondents in Europe]

  19. Mature market - Sweden 35-54 year olds and women are driving internet usage Q1a In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet? 2006 [Base: All Sweden Respondents]

  20. Internet is second most used medium for 20 hours per day Q1b. What times of the day do you typically…during week? 06:00 10:00 17:30 21:00 to to to to 10:00 17:30 21:00 06:00 [Base: All Respondents in EU & Norway using each type of media]

  21. Personal usage drives weekend internet use up 17% Q2a/3a. On a typical weekend, can you tell me if you…? Use the Internet EuropeanAverage Change from2005 Change from2005 European Average = 42% [Base: All Respondents in Europe] [Base: All Respondents in Europe]

  22. How often internet users are online • Europeans now use the internet on average 5.4 days per week, up 4% year-on-year • Scandinavians and French are online most frequently • Half of all male internet users are online everyday of the week • TV usage is stagnant across Europe while internet usage continues to increase

  23. Europeans are online more than 5 days per week Q4. In a typical seven day week, on how many days do you use the internet? By Country By Demographic EuropeanAverage European Average = 5.4 [Base: All European internet users]

  24. Almost half use the internet everyday Q4. In a typical seven day week, on how many days do you use the internet? Percent [Base: All European internet users]

  25. Internet still growing while TV stagnates Q4. In a typical seven day week, on average how many days do you use TV/internet? TV Internet [Base: All TV viewers in EU + Norway] [Base: All internet users in EU + Norway]

  26. How long Europeans spend online • European internet users now spend on average 11 hours and 20 minutes online each week • Massive Italian growth in time spent online • Danish internet users spend the most time online and have the highest number of heavy users

  27. Europeans spend over 11 Hours online per week Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Average Hours Spent Using the Internet in a Typical Week Hours [Base: All European internet users]

  28. Time spent using the internet growing at the expense of other media Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the radio/using the internet? +6% +14% +28% Average number of hours per week -2% +11% [Base: All European users of each media]

  29. 27% of European internet users spend more than 16 hours online per week Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Proportion of ‘heavy’ internet users spending more than 16 hours per week online % [Base: All European internet users]

  30. 16-24 year-olds show largest increase in hours spent online in Sweden Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? 2006 [Base: All Swedish internet users]

  31. Media meshing • European TV viewing suffers from significant interference from a high degree of simultaneous print media usage • result: clouds advertising messages • Internet is an attention grabbing medium and suffers from virtually no print crossover across Europe but has a slightly higher degree of crossover with radio and TV • The highest levels of internet media meshing are seen amongst 16-24 year olds

  32. Lower levels of media meshing when mainly using the internet Q5b-f. When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use? When Mainly Watching TV When Mainly Using the Internet MAGAZINE INTERNET MAGAZINE TV 21% 3% 21% TV 15% INTERNET 26% 23% 29% 5% 25% RADIO NEWSPAPER NEWSPAPER RADIO 0% NONE: 53% NONE: 48%

  33. 16-24 year olds drive media meshing Q5b-f. When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use? When Mainly Using the Internet MAGAZINE TV 31% 5% INTERNET 35% RADIO NEWSPAPER 3% NONE: 37%

  34. Broadband changes how people live their lives • Broadband penetration is up 14% across Europe since 2005 Mediascope study leading to major changes in the way Europeans communicate and spend their leisure time • More than 70% of European internet use is personal or for leisure purposes • the French and Belgians have the lowest level of work-related internet use across the Union • European internet users view the internet as time-saving and as putting you ahead of the game more than other more traditional media

  35. Broadband penetration up 14% QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection? Europe % [Base: All internet users]

  36. 87 85 84 84 84 83 75 74 71 68 60 Broadband penetration up 14% across Europe QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection? 2006 Year-on-year change [Base: All internet users]

  37. Internet impacts how Europeans spend leisure time Q20b Which of the following do you less often (not through the internet) as a result of using the internet? Particularly true of 18-24 year olds = 39% % [Base: All European Internet users]

  38. Internet seen as a personal leisure tool across Europe Q12. What proportion of typical weekly internet usage is personal and what percentage is work related? % [Base: All Internet users]

  39. Internet puts users ahead of the game Q5g. Which one type of media do you think fits best with this statement? Europe [Base: All Respondents in Europe using all media types]

  40. Web 2.0 driving next wave of internet usage • From easy-to-use services through to participation and personalisation • These activities look set to drive the next wave of internet growth • Forum, VoIP and Instant Messaging all saw significant increases since 2005 as the internet becomes a more ingrained point of Europeans’ lifestyles • Social Networking sites such as MySpace and Bebo included in Mediascope for the first time are being used at least once a month by 23% of online Europeans • Significant growth is also observed in top website genres including email, technology sites, news and local information

  41. Interactive & Web 2.0 Sites Drive Usage Q7b. Which of the following types of web activities do you do at least once a month? Social Networking websites used at least once a month by 23% of online Europeans Top Four web activities with highest growth rates across all of Europe [Base: All European internet users]

  42. Usage of email, news, local information and music sites grows Q7a. Which of the following types of websites do you visit at least once a month? Top Website Genres (%) [Base: All internet users]

  43. Technology, price comparison & health websites show significant growth in usage Q7a. Which of the following types of websites do you visit at least once a month? Next 10 (%) [Base: All internet users]

  44. 3. ONLINE SHOPPERS

  45. Online Shoppers – Growing Conversion Rates • 78% of all European internet users shop online • European online shoppers are now buying more from their browsing on the internet • Concert/Festival tickets are currently seeing the highest conversion rate across Europe (75%) • Travel tickets (72%), books (71%) and clothes (70%) are also enjoying high conversion rates • Increasing consumer confidence in specific retail sectors • Mobile phones have seen the biggest growth in conversion rates year-on-year (+23%) • Music downloads (+16%), car accessories (+15%) and home furnishings (+14%) also have significant growth rates • Travel Tickets, holidays and books are most bought products online

  46. 78% of European internet users have bought products/services online Q16. Have you ever bought online any of the following products/services? European Average: 78% [Base: All Online Shoppers ]

  47. Increasing confidence in purchasing mobile phones and music downloads online across Europe… Q15/Q16. Have you ever researched/bought online any of the following products/services? Top 10 Products With Biggest Growth in Conversion Rates Year-on-Year [Base: All Online Shoppers ]

  48. Travel tickets, holidays and books are most bought products online across Europe Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services? Top 12 Products Bought Online in Europe [Base: All Online Shoppers ]

  49. Out of the top five products bought online four of them were more popular with female online shoppers Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services? Electrical Goods are much more popular with male online shoppers (37%) than female (22%) [Base: All male and female Online Shoppers ]

  50. Online Shoppers – Items & Spend • European Online Shoppers bought an average of 10 items online in just six months in 2006 – an Increase of 11% since 2005 • European online shoppers spent an average of €750 online in a six month period in 2006

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