IAB Austria Mediascope 2012.ppt [Kompatibilitätsmodus]€¦ · → 86% use their mobile to go...
Transcript of IAB Austria Mediascope 2012.ppt [Kompatibilitätsmodus]€¦ · → 86% use their mobile to go...
02.08.2012
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Ergebnisse Österreich
June 2012
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Presentation Agenda
1. Introduction→ Background
→ Coverage and Methodology
2. 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
• As part of their research remit, the IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape
• 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
Hungary
Italy
Russia
Spain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Denmark
Sweden
Norway
Germany
Netherlands
Finland
Ukraine
Austria
Romania
Ireland
GreeceSlovenia
Croatia
Slovakia
SerbiaAustria
CzechRepublic
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The Media evolution
5.0mAustrians are online
Total adult Austria population of 7.1 million
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The Internet evolution
Austrian Internet users spend on average
10.4hrs online per week
70%of all Austrians are online
EU: 65%
EU: 14.8
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Internet becomes ‘all consuming’ media device
4% watch TV online at least dailyA further 17% watch TV at least weekly
of Austrian Internet users watch TV online
59%EU: 73%
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Internet becomes ‘all consuming’ media device
6% listen to the radio online at least dailyA further 10% listen at least weekly
of Internet users listen to the radio online54%
32% read news online at least dailyA further 28% read news at least weekly
of Internet users read news online90%
EU: 67%
EU: 91%
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Internet everywhere by any means
0.5mAustrians use a Tablet to go online
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Increasing choice of Internet access
Accessing the internet via the computer is the most popular method – Used by 4.9 million Austrians (70% ‐ EU:64%)
26% of all Internet users in Austria (EU:37%) go online via more than one device
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The alternative ways of going online
→ 7% of Austrians (EU:8%)
→ 16% of Austrians (EU:21%)→ Spend on average 8.2 hours per
week (EU:9.4hrs)→ 86% use their mobile to go online
during the day
1.1m Austrians go online using a mobile
0.5m Austrians go online using a tablet
→ 4% of all Austrians (EU:6%)
0.25m Austrians go online using a games console
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Advancing technologies in household
Austria
Home desktop computer 54%
Laptop computer 70%
Netbook computer 18%
Tablet Device 8%
E‐Reader 9%
HDTV 36%
Internet enabled TV 16%
62%
56%
14%
9%
6%
35%
16%
EU
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Media multi‐tasking means more active consumers
45%of Austrians are online whilst watching TV
EU: 48%
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The internet is an entertainer and enabler
48%of Austrians are online during the traditional primetime TV evening slot (EU:52%)
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Online is essential for entertainment
61% of all Austrians are online during the weekend
48% of all Austrians are online during the primetime evening TV slotEU: 52%
EU: 60%
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Online is essential for entertainment
Watch video clips 81%
Listening to radio 67%Listening to music online 66%
Watch online TV 60%Watch live events 59%Music downloads 57%Online gaming 55%Use catch up or on demand TV 54%
Download video clips 52%
Download a TV programme 46%
Podcasting 43%
Entertainment Activities Ever Carried Out
81%
54%
42%
40%
46%
40%
49%
38%
36%
31%
31%
Austria EU
Watch a film 43% 66%
Download a film 51%25%
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Entertainment 69%
Relationship between content consumption on TV and online
Programme Genre likely to be watching
News 49%Documentary 42%Sport 30%Music 20%Lifestyle 17%Adverts/Advertising 18%
63%
61%
35%
31%
27%
18%
13%
Austria EU
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Consumers connecting via multiple touch‐points
Among all Austrian Smart phone users:
→ 60% are interested in location‐based vouchers (EU:48%)
→ 28% are interested in downloading a mobile phone app (EU:41%)
→ 20% are interested in QR codes (EU:32%)
Among all Austrian Internet users:
→ 25% are interested in connecting via social networks (EU:38%)
→ 14% are interested in viewing video content as part of advertising campaigns (EU:30%)
→ 9% are interested in uploading video/ images to a brand’s website advertising (EU:24%)
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Benefits users get via digital
88%of all Austrian Internet users state the internet helps them manage their lifestyle
59%of all Austrian Internet users state the internet helps them book holidays or make travel arrangement
50%of all Austrian Internet users state the internet helps them manage finances
72% of all Austrian Internet users state the internet helps them keep in touch with friends or relatives
EU: 81% EU: 44% EU: 43%
EU: 63%
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Connectivity via mobile phones increasing engagement
42%of Austrians own a smartphone
EU: 44%
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Activities carried out on mobile phones
Communication
Entertainment/Info
E‐Commerce
Send and receive emails 33%Use a personal social network 19%Use a professional social network 5%
Activities carried out on weekly basis
Download or use an app 13%Download or play games 9%Watch film, TV or video clips 11%Download film, TV or video clips 7%
Access internet sites through a browser 20%Download or listen to music 14%Use a mobile phone search engine 11%
See advertising on an internet site/ app 5%Shop online via web browser 3%Shop online via an app 5%
37%
29%
13%
23%19%16%16%
33%28%27%
17%11%9%
Austria EU
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Instant access to information at consumers fingertips
32%of Austrian Internet users visit news websites everyday
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Websites visited
Top Websites used at least Daily Top Websites used at least Monthly
Maps 68%Hobby 11%Local information 59%Sports 8%
News 74%Social media 33%
Banking and Finance 18% Banking and Finance 73%
Forums 6% Other Hobby 51%
Local information 5% Price Comparison Sites 47%
News 32% Social media 56%Video 13% Video 65%
Jobs 2% Films 26%Music 3% Music 27%
15%12%
43%
16%
11%
9%
40%18%
11%10%
61%60%
78%
66%
58%
49%
70%67%
52%52%
Austria EU Austria EU
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Internet enriches consumer communication
65%of all Austrian Internet users have used a personal or professional Social Media website
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Communication with friends and family on Social media
Top activities carried out at least Daily
Top activities carried out at least Monthly
Uploaded photos/ videos35%
Commented on photos/ videos6%
Updated my profile2%
Played games36%
Played games11%
Commented on photos/ videos41%
Read emails I had received 74% Read emails I had received 93%
Posted an update8%
Posted an update41%
Uploaded photos/ videos2%
Updated my profile30%
Read updates/ messages 30% Read updates/ messages 60%
Contacted someone specific13%
Contacted someone specific55%
EU: 77% EU: 91%
EU: 42% EU: 80%
EU: 22% EU: 63%
EU: 17% EU: 53%
EU: 17% EU: 49%
EU: 10% EU: 49%
EU: 8% EU: 48%
EU: 6% EU: 43%
%s Among Social Media users
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Created group to boycott brand/product
18%
Created group for favourite brand/product
18%
‘Liked’/ became a fan of a brand 56%
Unfriended brand 47%
Complained about a brand/product 39%
Complained directly to a company 55%
Created group to boycott brand/product
5%
Created group for favourite brand/product
7%
‘Liked’/ became a fan of a brand 32%
Complained directly to a company 13%
Unfriended brand 18%
Complained about a brand/product 12%
Communications with brands on Social media
Top activities carried out at least Monthly
Top activities ever carried out
EU: 42% EU: 67%
EU: 20% EU: 52%
EU: 20% EU: 50%
EU: 19% EU: 47%
EU: 16% EU: 32%
EU: 11% EU: 27%
%s Among Social Media users
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Communication online
51%of Austrian Internet contribute to forums
28
95%
21%
31%
27%
Top activities ever carried out
Top activities carried out at least Daily
Top activities carried out at least Monthly
Communicating online
Email 97%
Blogging 40%
Instant message 53%
Contribute to forums 51%
77%
4%
9%
7%
EU: 95%
EU: 73%
EU: 62%
EU: 56%
EU: 74%
EU: 24%
EU: 9%
EU: 8%
EU: 93%
EU: 54%
EU: 38%
EU: 32%
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Online plays a key function in the purchase funnel
95%Of all Austrian Internet users shop onlineEU: 87%
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Internet influence on purchase decisions for products
48%of all Austrian Internet users state the internet helps them choose better products /service
EU: 51%
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Internet influence on purchase decisions for products
The Internet is important when deciding to purchase
Travel tickets 58%Electrical goods 58%Holidays 67%Mobile handsets/contracts 56%Financial products or services 29%Cars 40%Clothes and accessories 32%Insurance 33%Toiletries/ Cosmetics 21%Health products 23%Home furnishings 25%
57%57%53%50%47%44%41%39%35%35%35%
Austria EU
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Purchasing online
95%of all Austrian Internet users shop onlineEU: 87%
99%of all Austrian Internet users research online for purchasesEU: 96%
16%of all total shopping made is conducted online among Austrian Internet usersEU: 19%
%s Among Internet users
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Spend online
13 is the average number of purchases made per person in Austria across a 6 month periodEU: 13
€569is the average amount spent per person in Austria across a 6 month periodEU: €544
%s Among Internet users/P6M purchasers
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Products purchased
Most popular products purchased online
Holidays 42%Toiletries/ Cosmetics 24%
Books 70%
Electrical goods 40%
Concert, theatre or festival tickets 42%
Clothes and accessories 51%Travel tickets 37%
EU: 43%
EU: 38%
EU: 34%
EU: 28%
EU: 26%
EU: 32%
EU: 25%
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Conversion rates
Products with highest conversion
Books 91%Clothes and accessories 80%
CDs 93%
Toys 86%
Concert, theatre or festival tickets 76%
DVDs 88%Travel tickets 82%
Car hire 38%Sports equipment 60%
Toiletries/ Cosmetics 65%
Blu‐ray discs 70%
Food/grocery shopping 26%
Electrical goods 73%Cinema tickets 71%
EU: 88%
EU: 88%
EU: 85%
EU: 81%
EU: 78%
EU: 83%
EU: 76%
EU: 74%
EU: 70%
EU: 70%
EU: 64%
EU: 63%
EU: 67%
EU: 63%
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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