European Youth Online Media Consumption Trends 2004

1. Youth Online Results Europe 15-24 age group Conducted by Millward Brown

2. EIAA Media Consumption Study II • These youth online findings come from the EIAA annual survey of media consumption patterns across Europe based on consumer attitudinal data. This presentation shows the European findings. • Objective: • Measure how consumers allocate their time across media options: TV, Radio, Newspapers, Magazines and the Internet • Methodology: • Random telephone interviews • Nationally representative sample • 1000 respondents per country: UK, FR, DE, ES and IT • 500 respondents per country: Belgium, the Netherlands • 333 respondents per country: Denmark, Sweden, and Norway • Fieldwork completed September to October 2004

3. Cost of Increased Internet Usage Internet users were asked which of the following do you do less often as a result of using the Internet (Q20)? ‘Cost’ of Internet Usage by Activity 15-24 yr olds (528) Base: Internet users

4. % Allocation by Media Type Of all the time Europeans spend consuming media (reading newspapers and magazines, watching TV, listening to radio or surfing the Web) 20% of is allocated to the Internet Base: Users of each medium

5. % Allocation by Media Type % time spent by Media Type 15-24 yrs in the 10 countries studied 15-24 yr olds Base: Users of each medium - total number of media hours used per week for each media type

6. % Allocation by Media Type – Nordics % time spent by Media Type 15-24 yrs in the Nordics Base: Users of each medium

7. Time Spent by Media Type Internet, TV and Radio have very similar levels of media consumption amongst 15-24 yr olds as the Internet is consumed more, and TV and Radio less by this category. Average Hours Spent by Media Type 15-24 yr olds Total sample Average Hours By Media Type Base: Users of each medium In a typical 7 day week, approximately how many hours do you spend…?

8. How much less time spent consuming other media? Average Hours Less Spent by Media Type Average Hours By Media Type Base: Users of each medium In a typical 7 day week, approximately how many hours do you spend…?

9. Offline Activities Moving Online What activities did you previously do elsewhere but now do on the internet (Q21)? % Book tickets Read newspapers Shop Chat to friends Listen to music Read magazines Share music Buy music 15-24 yr olds (528) Base:

10. Offline Activities Moving Online 15-24 yr olds have a much higher usage of chat and music than average 15-24 yr olds Total sample Percent Of Internet Users 15-24 yr olds compared to total sample Base: Internet users Q21) Previously did elsewhere but now do on the internet?

11. Premium services Users were asked - Which online premium subscription services you would be prepared to pay for (Q.22)? % Information for specific topics Software downloads Music downloads Enhance email services Magazines/news articles Gaming Chat Dating Base: (528) 15-24 yr olds

12. Premium services 15-24 yr olds are more willing to pay for premium services such as music and gaming 15-24 yr olds Total sample Percent Of Internet Users Base: Internet users Q.22 Which online premium subscription services you would be prepared to pay for?

13. Websites/web pages visited A broad range of websites are visited 2004 % Email News Local information Travel Banking and Finance Music Shopping Sports Instant messaging Jobs Music download sites Auction Film Cars Games Mobile phone Chat room Comedy Dating 15-24 yr olds Base: Internet Users (528) (Q16) Website/web pages visited

14. Website/web pages visited 15-24 yr olds are more interested in communications and entertainment, less interested in finance 15-24 yr olds Total sample Percent Of Internet Users Base: Internet users (Q16) Website/web pages visited

15. Browsing Buying Browsing versus Buying Travel tickets and holiday are the most heavily researched activities/commodities online, two thirds of those researching into tickets online proceed to purchase 2004 % Conversion (%) Travel tickets Holidays Theatre/cinema tickets Books Electrical goods Cars Properties - renting/purchasing Buying music Mobile phones Music downloads Clothes Insurance Home furnishings Financial products Computer games Furniture Car accessories Food/grocery shopping Car hire (64) (45) (71) (65) (50) (21) (17) (66) (27) (41) (69) (36) (29) (32) (48) (32) (38) (45) (44) Base: Internet Users (3440) Have you ever researched into…using the internet? Have you ever bought…using the internet?

16. Browsing Buying Browsing versus Buying 15-24 yr olds are confident in buying online 2004 % Conversion (%) (58) (38) (71) (59) (54) (21) (33) (14) (33) (60) (62) (46) (33) (47) (55) (38) (38) (47) (43) Travel tickets Holidays Theatre/cinema tickets Electrical goods Books Properties-renting/purchasing Insurance Cars Financial products Buying music Clothes Music downloads Mobile phones Home furnishings Food/grocery shopping Furniture Car hire Computer games Car accessories 15-24 yr olds Base: Internet Users (528) Have you ever researched into…using the internet? Have you ever bought…using the internet?

17. Browsing Buying Browsing versus Buying 15-24 yr olds are confident in buying online 2004 % Conversion (%) (64) (55) (79) (58) (86) (25) (52) (19) (53) (78) (65) (55) (44) (50) (67) (43) (80) (61) (39) Travel tickets Holidays Theatre/cinema tickets Electrical goods Books Properties-renting/purchasing Insurance Cars Financial products Buying music Clothes Music downloads Mobile phones Home furnishings Food/grocery shopping Furniture Car hire Computer games Car accessories 15-24 yr olds Base: Internet Users (98) Have you ever researched into…using the internet? Have you ever bought…using the internet?

18. Strengths of the Internet 15-24 yr olds are particularly interested in getting what they want quickly and being ahead of the game Total sample/ 15-24 yr olds Base: Users of all media (187) Q: Which of these media do you think…?

19. TV TV 15-24 Internet Int 15-24 Internet Strengths vs. TV Total sample/15-24 yr olds Base: Users of all media (187) Q: Which of these media do you think…?

20. Strengths of the Internet 15-24 yr olds 15-24 yr olds are particularly interested in getting what they want quickly and being ahead of the game Base: Users of all media (33) Q: Which of these media do you think…?

21. TV Internet Internet Strengths vs. TV 15-24 yr olds Base: Users of all media (33) Q: Which of these media do you think…?

22. Awareness of ads like banners Comparison of awareness of banner ads Percent Of Internet Users Base: Internet users Q.32 Seen advertising on the internet such as banners

23. Awareness of ads like banners Comparison of awareness of banner ads Percent Of Internet Users Base: Internet users Q.32 Seen advertising on the internet such as banners

24. Effectiveness of banner ads Comparison of effectiveness of banner ads Percent Of Internet Users Base: Internet users Q.34 Have you ever clicked on an internet banner?

25. Attitude to Internet banner ads Total sample/ 15-24 yr olds Base: Users of all media Q32: What do you think of ad banners…?

26. Attitude to Internet banner ads 15-24 yr olds 15-24 yr olds …. Base: Users of all media Q32: What do you think of ad banners…?

27. Reason for clicking on banner ads 15-24 yr olds 15-24 yr olds … Base: Users of all media (33) Q35: Main reason for clicking on an iternet banner…?