Highlights Alain Heureux, President & CEO IAB Europe Bucharest, - - PowerPoint PPT Presentation

Results for Romania with European Highlights Alain Heureux, President & CEO IAB Europe Bucharest, 10th July 2012 @IABEurope

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

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

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 Bulgaria Romania Ireland Greece Slovenia Croatia Slovakia Serbia Austria Czech Republic

Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and

• ther trade associations

Mediascope Europe - Sponsors

• a. Changing media use – TV, Internet both via desktop and Mobile, Radio, Newspapers, Magazines - Time spent;

Frequency of use; Times of day used

• b. Europeans use of the internet via PC/laptop and via mobile internet

Weekly internet use; Time spent online; Frequency of internet use vs. TV, Radio, Newspapers, Magazines

• c. A new breed of super user - Heavy internet users; Internet users online every day - Media meshing; Media

multi-tasking

• d. The broadband landscape
• e. Our relationship with the internet & technology including mobile internet
• f. E-Commerce - Categories consumers research online, which categories they buy online; Categories consumers

buy offline

• g. Digital Consumers and Branding - Consumers are asked questions on how the internet affects their brand

choice

Mediascope Europe – Available info

For more information about available reports and buying reports based on Mediascope Results please contact us: Alison Fennah, Vice President Research and Marketing vprm@iabeurope.eu Ioana Anescu, Managing Director, IAB Romania ioana.anescu@iab-romania.ro

Mediascope Europe – Local Sponsors – Romania

The European TV consumption

14

hours/week in Northern Europe

16

hours/week in Western Europe

17.7

hours/week in Central & Eastern Europe

16.7

hours/week in Southern Europe

EU average = 16.8hs

The European Internet consumption

87%

in Northern Europe

81%

in Western Europe

55%

in Central & Eastern Europe

61%

in Southern Europe

EU average = 65%

The European Internet consumption

14.8

hours/week in Northern Europe

14

hours/week in Western Europe

16.1

hours/week in Central & Eastern Europe

13.8

hours/week in Southern Europe

EU average = 14.8hs

The Media evolution

7.2m

Romanians are online

Total adult Romanians population of 18.7 million

Base: All Respondents (Omnibus) n=1,039

The Internet evolution

Romanian Internet users spend on average

18.6hrs online per week

39%

• f all Romanians 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=1,039, All Internet Users n=390

The Romanian media consumption landscape

Penetration

Online

39%

Radio

47%

Newspapers

36%

Magazines

29%

TV

96%

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=1,039

The alternative ways of going online

→ 1% of Romanians (EU:8%) → 9% of Romanians (EU:21%) → Spend on average 12.4 hours per week (EU:9.4hrs) → 74% use their mobile to go online during the day

1.6m Romanians go online using a mobile Starting to go online using a tablet

Base: All Respondents (Omnibus) n=1,039, All Mobile Internet Users n=92, All Tablet Internet Users n=13, All Games Console Internet Users n=9

Media multi-tasking means more active consumers

30%

• f Romanians are
• nline whilst

watching TV

EU: 48% WE:58% NE:59% SE:39% CEE:44%

Base: All Respondents (Online ) n=1,003

Brand relationships grow via digital touchpoints

51%

• f Romanian Internet users agree that the way

a brand communicates online is important

Base: All Respondents (Online) n=1,008, All who use both TV and Internet at the same time n=645

Internet influence on purchase decisions for products

44%

• f all Romanians

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=989

Consumers connecting via multiple touch-points

Among all Romanian Smart phone users:

→ 67% are interested in location-based vouchers (EU:48%) → 45% are interested in downloading a mobile phone app (EU:41%) → 20% are interested in QR codes (EU:32%)

Among all Romanian Internet users:

→ 62% are interested in connecting via social networks (EU:38%) → 34% are interested in viewing video content as part of advertising campaigns (EU:30%) → 32% are interested in uploading video/ images to a brand’s website advertising (EU:24%)

Base: All Internet Users (Online) n=989

The internet is an entertainer and enabler

30%

• f Romanians are
• nline during the

traditional primetime TV evening slot (EU:52%)

, All Internet Users (Online) 989

Instant access to information at consumers fingertips

48%

• f Romanian Internet

users visit news websites everyday

Base: All Respondents (Online) n=1,008

Internet enriches consumer communication

100%

• f Romanian Internet users

communicate through email

Base: All Internet Users (Online) n=989

Communication with friends and family on Social media

• f all Romanian Internet

users have used a personal or professional Social Media website

EU: 81%

93%

Base: All Internet Users (Online) n=989

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

THANKS

IAB Europe mediascope@iabeurope.eu