Post on 30-Jun-2015
description
Hungary Launch Presentation Summary
2012
@IABEurope #Mediascope
IAB Europe Research
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Introduction
• As part of its research remit, IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape.
• It is a unique example of cross industry collaboration, led by IAB Europe and supported by many leading media companies, local IABs and other trade associations.
• Established in 2003, Mediascope Europe launched its 8th wave of research in 2012.
• The following presentation provides an introduction to the study and a snapshot of the results from Hungary; a full presentation is available.
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Presentation agenda
Main Findings
→ The Media Evolution
→ Internet everywhere by any means
→ Media multi-tasking means more active consumers
→ Brand relationships grow via digital touchpoints
→ The Internet is an entertainer and enabler
→ Connectivity via mobile phones increasing engagement
→ Instant access to information at consumers fingertips
→ Internet enriches consumer communication
→ Online plays a key function in the purchase funnel
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Background
• Mediascope Europe is a comprehensive media consumption study covering the diverse European market with over 50,000 consumer interviews.
• The broad aim of this study is to capture the different ways in which consumers are developing across Europe and assess their similarities and differences
→ Identify changing media consumption patterns
→ Evolution of media multi-tasking and emerging and evolving online media
→ Video consumption, social media and e-commerce
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Coverage and Methodology
• Fieldwork took place in 28 markets in February 2012
• An Omnibus + Online methodology was used across all countries totalling nearly 50,000 interviews
• The application of quotas ensured that representative samples were achieved in each Market
→ quotas on age, gender, education and regional distribution were applied
→ Omnibus research was conducted in Hungary by IMAS International (500) Questback/GMI (1,000)
Hungary
Italy
Russia
Spain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Denmark
Sweden
Norway
Germany
Netherlands
Finland
Ukraine
Bulgaria
Romania
Ireland
Greece Slovenia
Croatia
Slovakia
Serbia Austria
Czech Republic
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Mediascope Europe – Local Sponsors – Hungary
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The Media evolution
5.8m Hungarians are online
Total adult Hungary population of 8.5 million
Base : All Respondents (Omnibus) n=500
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The Internet evolution
Hungarian Internet users spend on average
13.1hrs online per week
68% of all Hungarians are online
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1
Base : All Respondents (Omnibus) n=500, All internet
users n=340
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The Hungary media consumption landscape
Penetration
Online 68%
Radio 76%
Newspapers 68%
Magazines 47%
TV 95% EU: 95%,
WE:94%, NE:95%, SE:97%, CEE:95%
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
EU: 64%, WE:82%, NE:85%, SE:68%, CEE:48%
EU: 62%, WE:70%, NE:82%, SE:59%, CEE:56%
EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39%
Base : All Respondents (Omnibus) n=500
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Online 13.1hrs
Radio 14.4hrs
Newspapers 4.1hrs
Magazines 3.5hrs
TV 14.5hrs
The Hungary media consumption landscape
Hours per week used
EU: 16.8 WE:16.0, NE:14.0, SE:16.7, CEE:17.7
EU: 14.8 WE:14.0, NE:14.8, SE:13.8, CEE:16.1
EU: 12.7 WE:13.4, NE:13.5, SE:10.6, CEE:12.9
EU: 4.6 WE:4.8, NE:4.9, SE:4.2, CEE:4.6
EU: 4.0 WE:4.0, NE:3.6, SE:3.5, CEE:4.2
Base : All TV Viewers (Omnibus) n=897, All Newspaper
readers n=545, All Magazine readers n=341, All Radio
listeners 635, All Internet users n=340
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Internet becomes ‘all consuming’ media device
8% watch TV online at least daily A further 22% watch TV at least weekly
of Hungarian Internet users watch TV online at least monthly
43% EU: 73% WE:67% NE:81% SE:65% CEE:81%
Base : All Internet users (Online) n=996
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Internet becomes ‘all consuming’ media device
8% listen to the radio online at least daily A further 10% listen at least weekly
of Internet users listen to the radio online at least monthly
30%
36% read news online at least daily A further 21% read news at least weekly
of Internet users read news online at
least monthly 73%
EU: 67% WE:61% NE:67% SE:64% CEE:73%
EU: 91% WE:86% NE:94% SE:91% CEE:96%
Base : All Internet users (Online) n=996
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Internet everywhere by any means
3.2% of Hungarians use a Tablet to go online
Base : All Respondents (Omnibus) n=500
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Increasing choice of Internet access
Accessing the internet via the computer is the most popular method – Used by 5.7 million Hungarians (68% - EU:64%)
However 19% of all Internet users in Hungary (EU:37%) go online via
more than one device
Base : All Respondents (Omnibus) n=500, All internet
users n=340
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The alternative ways of going online
0.97m Hungarians go online using a mobile
0.28m Hungarians go online using a tablet
0.09m Hungarians go online using a games console
Base : All Respondents (Omnibus) n=500, All mobile
internet users n=57, All tablet internet users n=16, All
games console users n=5
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Media multi-tasking means more active consumers
49% of Hungarians are online whilst watching TV
EU: 48% WE:58% NE:59% SE:39% CEE:44%
Base : All TV Viewers (Online) n=897
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Relationship between content consumption on TV and online
Among Hungarians who watch TV and are online concurrently,
21%
state the online activity is likely to be related to the TV programme they are watching
EU: 33%
Base : All respondents (Online) n=1,007, All who use both
TV and internet at the same time n=667
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Brand relationships grow via digital touchpoints
46% of Hungarian Internet users agree that the way a brand communicates online is important
Base : All Internet users (Online) n=996
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Internet influence on purchase decisions for products
40% of all Hungarian Internet users state the internet helps them choose better products /service
EU: 51% WE:52% NE:46% SE:45% CEE:53%
Base : All Internet users (Online) n=996
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The internet is an entertainer and enabler
60% of Hungarians are online during the traditional primetime TV evening slot (EU:52%)
Base : All respondents (Omnibus) n=500
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Online is essential for entertainment
62% of all Hungarians are online during the weekend
60% of all Hungarians are online during the primetime evening TV slot EU: 52% WE:67% NE:74% SE:46% CEE:42%
EU: 60% WE:76% NE:83% SE:53% CEE:51%
Base : All respondents (Omnibus) n=500
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Connectivity via mobile phones increasing engagement
26% of Hungarians own a smartphone
EU: 44% WE:47% NE:50% SE:46% CEE:40%
Base : All Respondents (Online) n=1,007
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Instant access to information at consumers fingertips
36% of Hungarian Internet users visit news websites everyday
Base : All Internet users (Online) n=996
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Internet enriches consumer communication
99% of Hungary Internet users communicate through email
Base : All internet users (Online) n=996
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Communication with friends and family on Social media
of all Hungarian Internet users have used a personal or professional Social Media website EU: 81% WE:73%, NE:80%, SE:84%, CEE:87%
92%
Base : All internet users (Online) n=996
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Online plays a key function in the purchase funnel
€1,109 million was spent online in Hungary from September – February EU: €187,990m
Base : All purchasing online in last 6 months (Online)
n=781
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Purchasing online
84% of all Hungarian Internet users shop online EU: 87% WE:94%, NE:94%, SE:88%, CEE:80%
96% of all Hungarian Internet users research online for purchases EU: 96% WE:97%, NE:97%, SE:97%, CEE:93%
11% of all total shopping made is conducted online among Hungarian Internet users EU: 19% WE:24%, NE:16%, SE:15%, CEE:16%
%s Among Internet users
Base : All internet users (Online) n=996
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Products purchased
Most popular products purchased online
Holidays 24% Toiletries/ Cosmetics 11%
Books 45%
Electrical goods 33%
Concert, theatre or festival tickets 17%
Clothes and accessories 22% Travel tickets 23%
EU: 43%
EU: 38%
EU: 34%
EU: 28%
EU: 26%
EU: 32%
EU: 25%
Base : All internet users (Online) n=996
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The Internet influences people’s perceptions of brands and products, although this could be further maximised
The Internet is increasingly becoming the choice for consumption of other media – TV, radio, newspapers
Accessing the internet is no longer solely via traditional computer with people accessing more and more via mobiles, tablets and games consoles
Increasingly people are watching TV and using the internet at the same time, growing tablet ownership levels will only drive this media convergence higher
To summarise
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Relationship between content consumption on TV and online
Among Brits who watch TV and are online concurrently,
28%
state the online activity is likely to be related to the TV programme they are watching
EU: 33%
Base: All respondents (Online) n=1,070, All who use both TV
and internet at the same time n=665
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The Internet influences people’s perceptions of brands and products, although this could be further maximised
The Internet is increasingly becoming the choice for consumption of other media – TV, radio, newspapers
Accessing the internet is no longer solely via traditional computer with people accessing more and more via mobiles, tablets and games consoles
Increasingly people are watching TV and using the internet at the same time, growing tablet ownership levels will only drive this media convergence higher
Accessing the data
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Subscribe and access Mediascope data!
Executive Summary and Data Presentations
Data in planning tools – e.g. Choices and IMS Clear
Decisions