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EIAADigital Women report
Pan-European ResultsMarch 2006
Conducted bySPA/Synovate
Presentation Agenda1. Introduction
Research Objective
Methodology & Sample
2. Main Findings
Pan-European View of Media Consumption
Pan-European Time Spent Using Media
Pan-European Broadband Penetration
Pan-European Website Usage & Web Activities
Impressions of Media
3. Conclusions
Research ObjectivesOVERALL PROJECT OBJECTIVEOVERALL PROJECT OBJECTIVE
The broad aim of this study is to measure and track changes in media consumption patterns by women across Europe. This work will show when, why and how often women are
using different media – in particular usage of the Internet for content, communication and commerce
The broad aim of this study is to measure and track changes in media consumption patterns by women across Europe. This work will show when, why and how often women are
using different media – in particular usage of the Internet for content, communication and commerce
Within each territory quotas were set to ensure our sample was representative of each market. Quotes were applied on:
Age, gender, income level, education and regional distribution within countries
Within each territory quotas were set to ensure our sample was representative of each market. Quotes were applied on:
Age, gender, income level, education and regional distribution within countries
7,016 (3667 Women) interviews across 10 European countries
7,016 (3667 Women) interviews across 10 European countries
TOTAL SAMPLETOTAL SAMPLE
Methodology & Sample NordicsSweden – 337(170 Women)Norway – 334 (175 Women)Denmark – 333 (169 Women)
Germany – 1,000 (522 Women)
Italy – 1,004 (516 Women)
Spain – 1,004 (520 Women)
France – 1,001 (520 Women)
UK – 1,003 (532 Women)
BeneluxBelgium – 500 (270 Women)
Netherlands – 500 (273 Women)
7,016 (3667 Women) Computer Aided Telephone Interviews (CATi) were conducted by Synovate on behalf of SPA and the EIAA in 9 EU countries and Norway
Fieldwork took place in all territories between 1st-28th September 2005
Interviews length ranged from between 25-30 minutes
This wave of the EIAA European Media Consumption Study comprises 7,016 (3667 Women) interviews making the results extremely robust at the total EU & Norway level.
EU & Norway sample size of 7016 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level
Women sample size of 3,667 provides accurate data to ± 1 – 1.6% at the 95% confidence level
The application of quotas ensured that representative samples were achieved in each country
quotas on age, gender, income level, 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
Methodology & Sample: EU & Norway
Benelux Nordics Country / Territory UK France Germany Italy Spain Belgium Netherlands Sweden Norway Denmark
Total
Total weight 17.1% 17.3% 23.6% 16.7% 12.4% 3.0% 4.6% 2.6% 1.3% 1.5% 100%
Benelux Nordics Country / Territory UK France Germany Italy Spain Belgium Netherlands Sweden Norway Denmark
Total
Total weight 17.1% 17.3% 23.6% 16.7% 12.4% 3.0% 4.6% 2.6% 1.3% 1.5% 100%
PAN EUROPEAN MEDIA CONSUMPTION: Focus on Women
Shattering the myths…
Online isn’t male biased due men driving takeup of technology
Women with children can be reached online
Women aren’t elusive and specialist, using different environments from men
Women driving online growth in Europe
Number of men online in Europe static
Women growing 8%
Greatest growth from UK, Spain, France & Benelux
Q1a,2a,3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?
40%
66%
52%
40%
14%
48% 49%43%
76%
58%
47%
17%
57%
69%
Women 16-24 25-44 45-54 55+ With Children YoungProfessionals
(25-34)2004 2005
Women Sector Growth
Q1a,2a,3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?
40%
66%
52%
40%
14%
48% 49%43%
76%
58%
47%
17%
57%
69%
Women 16-24 25-44 45-54 55+ With Children YoungProfessionals
(25-34)2004 2005
Women Sector Growth
+8%
+15%
+12%+18%
+21%
+19%
+41%
Women’s Time Spent Using Media
15.1
13.5
7.6
5.24.4
16.015.2
9.2
5.24.2
Watch television Listen to the Radio Use the Internet Read Newspapers Read Magazines
2004 2005
Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the radio/using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
k
Women’s Time Spent Using Media
15.1
13.5
7.6
5.24.4
16.015.2
9.2
5.24.2
Watch television Listen to the Radio Use the Internet Read Newspapers Read Magazines
2004 2005
Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the radio/using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
k +6% +13%
+21%
- -5%
Time Spent Using The Internet
8.8
10.2
9%
10%
0
2
4
6
8
10
12
2004 2005
Nu
mb
er o
f h
ou
rs p
er w
eek
9.8
11.1
10%
11%
0
2
4
6
8
10
12
2004 2005
Nu
mb
er o
f h
ou
rs p
er w
eek
WomenWomen MenMen
Q5a In a typical week how long do you spend using the internet?
7.6
9.2
8%
9%
0
2
4
6
8
10
12
2004 2005
Nu
mb
er o
f h
ou
rs p
er w
eek
EU & NorwayEU & Norway
16% Increase16% Increase 21% Increase21% Increase 13% Increase13% Increase
7.6 7.6
9.7
8.07.6
8.6
6.47.0
9.2
11.410.5
9.99.1 8.7
7.97.5
EU &Norway
France Spain UK Nordics Benelux Italy Germany
2004 2005
Q5a In a typical week how long do you spend using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
kWomen’s Internet Usage by Country
7.6 7.6
9.7
8.07.6
8.6
6.47.0
9.2
11.410.5
9.99.1 8.7
7.97.5
EU &Norway
France Spain UK Nordics Benelux Italy Germany
2004 2005
Q5a In a typical week how long do you spend using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
kWomen’s Internet Usage by Country
+21%+24%
+7%
+50%
+23%
+8%+1%+20%
7.6 7.9 7.58.3
6.57.4 7.4
9.2
11.5
9.1 9.0
6.7
9.1 9.3
Women 16-24 25-44 45-54 55+ Women withChildren
YoungProfessionals
(25-34)
2004 2005
Q5a In a typical week how long do you spend using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
kWomen’s Sector Growth
7.6 7.9 7.58.3
6.57.4 7.4
9.2
11.5
9.1 9.0
6.7
9.1 9.3
Women 16-24 25-44 45-54 55+ Women withChildren
YoungProfessionals
(25-34)
2004 2005
Q5a In a typical week how long do you spend using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
kWomen’s Sector Growth
+21%
+46%
+21% +8%
+3%
+23% +26%
Weekly Media Consumption: WomenQ1b. What times of the day do you typically…during the week?
[Base: All female respondents using each type of media]
51
6
27
75
27
12
39
24
47
9
16
42
49
55
13
28
64 61
48
13
0
20
40
60
80
100
'When you wake up' (6am - 10am) 'During the Day' (10am - 5.30pm) 'During the Evening' (5.30pm -9pm)
'During the Night' (9pm - 6am)
(%)
Watch TV Read Newspapers Read Magazines
Listen to Radio Use the Internet
PAN EUROPEAN BROADBAND PENETRATION
22% growth in Women on Broadband
50
61
44
34
7 5
2004 2005
Yes No Don't know/Refused
QC3. Thinking about the place where you use the internet most often, do you have a broadband connection?
%
[Base: All female internet users in Central Europe: 2005: 1042, 2004: 978, 2003: 880]
Broadband Penetration: Women
EU & Norway
UK
Germany
France
Italy
Spain
Benelux
Nordics
[Base: All female internet users, 1686]
61
65
44
77
55
61
57
75
QC3. Thinking about the place where you use the internet most often, do you have a broadband connection? (A connection with a speed of at least 500kbps)
PENETRATION %PENETRATION %
EU & Norway
UK
Germany
France
Italy
Spain
Benelux
Nordics
45
57
28
60
71
44
28
57
LIKELY TO GET BROADBAND IN THE FUTURE %LIKELY TO GET BROADBAND IN THE FUTURE %
QC4. Do you intend to upgrade to broadband some time in the future?
[Base: All female non-broadband internet users, 544]
Female AverageFemale Average
2005200520052005
PAN EUROPEAN WEBSITE USAGE AND WEB ACTIVITIES
78
56 53 5346 45 42 38
33 30 30 29 27 24 24 22 19 17 16 16 15 156 5 2
84
84
75
49
25
39
15
37
24
4641
14 13
5
19
46
2020
33
45
61
44
6
0
44
37
49
0
25
50
75
100
Searc
h en
gines
Travel
Holiday
s
News
Local i
nform
atio
n
Banking a
nd Fin
ance
Shopping
Musi
c
Health
Jobs
Auction
Films
Wom
en's
site
s
Family
& k
ids
Price
Comparis
on
Proper
ty
Sports
Mobile
phones
Games
Technolo
gy
Cars o
r moto
ring TV
Adult Conte
nt
Dating
Betting/G
amblin
g
Women Men
Q7a. Which of the following types of websites do you visit at least once a month?
(%)
Websites Visited: Women vs. Men
[Base: All female internet users: 1686, all male internet users: 1914]
Q7A. Which of the following website or websites, if any, do you visit at least once a month?
Websites visited by Women
5343 39
34 3022 22
16 15 143
4542
38
30 30 29
19 17 15
5
56
0
25
50
75
100
Travel
Banking a
nd Fin
ance
Shopping
Musi
cJo
bs
Auction
Films
Sports
Mobile
phones
Cars o
r moto
ring
Dating
(%)
2004 2005
TRAVEL UP 6%TRAVEL UP 6%
BANKING & FINANCE UP 5%BANKING & FINANCE UP 5%
SHOPPING UP 8%SHOPPING UP 8%
AUCTIONS UP 36%AUCTIONS UP 36%
FILMS UP 32%FILMS UP 32%
MUSIC UP 12%MUSIC UP 12%
24
20
1512 12 11
9 8 8 7
30
29
24
20
1514
13 1312 12
10
32
0
10
20
30
40
InstantMessaging
Musicdownloads
Listening tothe radio
Forums On-linegaming
Visitingchatrooms
TV and filmvideo
downloads
Blogging P2P Filesharing
Podcasting Makingtelephone
calls
Women EU
Q7b. Which of the following web activities do you undertake at least once per month?
(%)
[Base: All internet users: 3600, all female internet users: 1686]
Web Activities: Women vs. EU & Norway
STRENGTHS OF THE INTERNET
“Can get what you want quickly & saves you time”
80%
22%18% 17%
11%
The Internet Newspapers Television Radio Magazines
[Base: All 2004 female respondents who use all media 672]
“Has what you want when you want it”
67%
28% 27% 25% 24%
The Internet Television Newspapers Magazines Radio
[Base: All 2004 female respondents who use all media 672]
“Are media that puts you in control”
52%
41%
29%26%
22%
The Internet Newspapers Television Radio Magazines
[Base: All 2004 female respondents who use all media 672]
“Are media that keeps you ahead of the game”
61%
44%41%
30%
20%
The Internet Television Newspapers Radio Magazines
[Base: All 2004 female respondents who use all media 672]
“Feature advertising from forward thinking brands”
60%
55%
40%
29%
23%
Television The Internet Magazines Newspapers Radio
[Base: All 2004 female respondents who use all media 672]
“Are good for when your brain is most active”
60%
52%
29%25% 24%
Newspapers The Internet Magazines Radio Television
[Base: All 2004 female respondents who use all media 672]
“Place you can lose yourself”
42%
37%
28% 27%
12%
Television The Internet Radio Magazines Newspapers
[Base: All 2004 female respondents who use all media 672]
CONCLUSIONS
Although online growth is slowing, this isn’t true of female audiences
Women with kids and young professionals driving growth
Internet is 3rd biggest medium and 2nd in prime time
Female audiences aren’t elusive or specialist!
Attitudinally online and TV derives positive perceptions from key statements
Key Takeouts