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EIAAMediascope Europe Study
Digital Mums
June 2007
Conducted by:
2
EIAA Objectives
Champion and improve the understanding of online advertising as a medium
Promote the efficiency of online advertising as part of the ‘media mix’
Think regionally, benefit regionally and at local level
Increase the total value of investment into online advertising
3
EIAA – Who?
4
Background
EIAA has made significant investment in research, particularly in the areas of media consumption and advertising efficiency, key projects include:
Mediascope EuropeMarketers Internet Ad BarometerCase Study LibraryOnline Ad EffectivenessEuropean Ad Formats
As part of this commitment to research, the EIAA has for the past four years conducted a large scale study of media consumption habits in Europe
enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad spend
5
Presentation agenda
1. Introduction to Mediascope Europe & Digital MumsResearch objective
Methodology & sample
2. Digital MumsWeekly internet usage
Websites visited
E-commerce
Broadband penetration
Web activities & Web 2.0
The impact of the internet
6
Background
The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry
Members are: AD Europe (Orange, United Internet Media and Libero), AdLINK Internet Media AG, AOL Europe, Microsoft Digital Advertising Solutions, Tiscali, Yahoo! Europe, LYCOS Europe and wunderLOOP.
EIAA has made significant investment in research, particularly in the areas of media consumption and advertising efficiency
As part of this commitment to research, the EIAA has for the past four years conducted a large scale study of media consumption habits in Europe
enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad spend
SPA was awarded the 2005 Mediascope survey this time last year and in conjunction with Synovate successfully migrated the survey from Millward-Brown
2006 is the second year that SPA has managed the survey
7
PROJECT OBJECTIVEPROJECT OBJECTIVE
As part of the ongoing Mediascope Europe Study the broad aim of the Digital Mums research is to measure and track changes in media consumption patterns by women with children across Europe. This work will show when, why and how often mums are using
different media – in particular usage of the Internet for content, communication and commerce
As part of the ongoing Mediascope Europe Study the broad aim of the Digital Mums research is to measure and track changes in media consumption patterns by women with children across Europe. This work will show when, why and how often mums are using
different media – in particular usage of the Internet for content, communication and commerce
Research Objectives – Digital Mums
8
Within each territory quotas were set to ensure our sample was representative of each market.
Quotas were applied on:age, gender, education and regional distribution within countries
Within each territory quotas were set to ensure our sample was representative of each market.
Quotas were applied on:age, gender, education and regional distribution within countries
TOTAL SAMPLETOTAL SAMPLE
Germany – 1,008
Italy – 1,008
Spain – 1,002
France – 1,002
UK – 1,015
7,036 (1,313 women with children) interviews across 10 European countries
7,036 (1,313 women with children) interviews across 10 European countries
Methodology & Sample
Belgium – 500
Netherlands – 500Sweden - 334Norway - 334Denmark - 333
9
Methodology & Sample
7,036 (1,313 women with children) Computer Aided Telephone Interviews (CATi) were conducted by Synovate on behalf of SPA and the EIAA in 9 EU countries and NorwayA sample size of 7036 provides accurate data to ± 1.1 – 0.8% at the 95% confidence levelWomen with children sample size of 1313 provides accurate data to ± 2 – 3% at the 95% confidence levelFieldwork took place in all territories between 4th-25th September 2006Interview length ranged from between 25-30 minutesThe application of quotas ensured that representative samples were achieved in each country
quotas on age, gender, education and regional distributionResults 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
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%
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%
10
Weekly internet usage & websites visited
62% of women with children in Europe now use the internet in a typical week, a 9% increase since 2005
75% of internet usage amongst European women with children is personal, women with children in Belgium (82%) and Germany (81%) have the highest levels of personal use
European Mums’ use of technology (+47%), health (+27%), music (+19%) and local information (+18%) websites has increased significantly since 2005
Across Europe women with children aged 0-4 are far more likely to visit family and kids and banking and finance websites whereas film websites are more popular with women with kids aged 16-18
11
62% of European women with children use the internet during a typical weekQ1a In a typical 7 day week, that is Monday to Sunday, can you tell me if you…?
[Base: All Women with Children (n=1313)]
Norway
Denmark
Nethelands
Sweden
UK
Belgium
France
Europe
Germany
Spain
Italy
Norway
Denmark
Nethelands
Sweden
UK
Belgium
France
Europe
Germany
Spain
Italy
93
91
89
86
75
70
65
62
62
51
30
4%
8%
14%
18%
7%
19%
12%
9%
34%
15%
Change from2005
Women with childrenWomen with children
12
75% of internet usage amongst European women with children is personalQ12. What proportion of typical weekly internet usage is personal?
82% 81%78% 76% 75%
71% 70% 68%62% 60%
56%
Belgi
um
Germ
any
Franc
e UK
Europ
eIta
ly
Nethe
rlands
Denm
ark
Spain
Sweden
Norway
[Base: All women with children who use the internet (n=857)]
Women with children who use the internetWomen with children who use the internet
13
European Mums’ use of technology, health and music websites has increased since 2005…
Q7a. Which of the following types of websites do you visit at least once a month?
[Base: All women with children who use the internet (n=857)]
Women with children who use the internetWomen with children who use the internet
Top 10 websites visited with biggest growth since 2005 2006 2005 Year-on-year growth
Technology 22% 15% +47%
Mobile Phones 22% 17% +29%
Health 42% 33% +27%
Films 35% 28% +25%
Music 50% 42% +19%
Local information 53% 45% +18%
Email 87% 77% +13%
News 59% 52% +13%
Price Comparison 34% 30% +13%
Sports 22% 20% +10%
14
77
53 52 5245 45 42 37 35 33 31 30 30 28 24 20 19 17 17 16 15
84
89 87
5159
53 5349 50
36 3842
32 34 3135
23 2217
2217 17
22
0
25
50
75
100
Searc
h en
gines
Emai
l
Holid
ays
News
Trave
l
Local i
nfor
mat
ion
Banki
ng a
nd Fin
ance
Musi
c
Family
& k
ids
Auctio
n
Health
Wom
en's
site
s
Price
Compar
ison
Jobs
Films
Prope
rty
Sports
Games
Mobile
phon
es
Cars
or mot
oring TV
Techn
ology
(%)
2005 2006
… Auction and banking and finance websites have also seen significant growth
Q7a. Which of the following types of websites do you visit at least once a month?
[Base: All women with children who use the internet (n=857)]
Women with children who use the internetWomen with children who use the internet
15
0
25
50
75
100
Searc
h Engin
es
Emai
l
Shoppin
gNew
s
Banki
ng a
nd Fin
ance
Family
and
Kids
Local I
nfor
mat
ion
Auctio
n
Trave
l
Holid
ays
Musi
c
Price
Compar
ison
Health
Wom
en's
Sites
Prope
rtyJo
bs
Mobile
Pho
nes
Films
Techn
ology TV
Sports
Cars
or Moto
ring
Games
Datin
g
(%)
Women with Children Aged 0-4 Women With Children Aged 5-9
Women With Children Aged 10-15 Women With Children Aged 16-18
The websites European Mums’ visit varies depending on the age of their children
Q7a. Which of the following types of websites do you visit at least once a month?
[Base: All women with children who use the internet (n=857)]
Mums with children aged 0-4 are far more likely to visit banking and finance and family and kids websites and women with children aged 16-18 visit a great deal more films websites
Mums with children aged 0-4 are far more likely to visit banking and finance and family and kids websites and women with children aged 16-18 visit a great deal more films websites
Women with children who use the internetWomen with children who use the internet
16
E-commerce
79% of women with children in Europe have bought a product/service online, buying an average of 10 items and spending €644 online in just six months
European Women with children aged between 0-4 years have the highest percentage of internet users who shop online (87%) but women with children aged 10-15 spent an impressive average of €750 over the six month period
17
79% of European women with children have bought a product/service online
79% 77%
87%84%
76%73%
Women WithChildren
Women WithoutChildren
Women WithChildren Aged
0-4
Women WithChildren Aged
5-9
Women WithChildren Aged
10-15
Women WithChildren Aged
16-18
% o
f in
tern
et
us
ers
wh
o s
ho
p o
nlin
e
Q16. Have you ever bought online any of the following products/services?
• European Women with children aged between 0-4 years have the highest percentage of internet users who shop online
[Base: All Women using the internet (n=1878)]
18
Women with children in Europe who shop online buy on average 10 items and spend €644
€644 €639 €520 €689 €750 €423
10.0
8.0
9.0
13.0
6.0 6.0
0
5
10
15
Women WithChildren
Women WithoutChildren
Women WithChildren Aged 0-4
Women WithChildren Aged 5-9
Women WithChildren Aged
10-15
Women WithChildren Aged
16-18
€0
€250
€500
€750
€1000
Online Spend (€)
Number of Items Bought Online
[Base: All female Online Shoppers (n=1465)]
Q18. In the last six months, how many purchases would you say you have made on-line?
Q18/19. In the last six months, how many purchases would you say you have made on-line and approximately how much money would you say you spent in total on all your on-line purchases?
• Women with children aged 10-15 spent an impressive average of €750 over the six month period
19
Broadband penetration, web activities & web 2.0
69% of all female internet users in Europe use broadband at their main point of internet connection and 72% of women with children use broadband, a +38% increase since 2004
Use of the internet for relaxation and entertainment has increased amongst European women with children:
31% of women with children who use the internet regularly download music
28% listen to the radio online
16% enjoy online gaming sites
European Mums are also using the internet to engage with other people and they are also getting increasingly connected with tools made popular by Web 2.0:
38% of women with children that use the internet instant message
22% regularly access social networking sites
16% enjoy contributing to online ratings and reviews
15% get involved in blogging
20
91
86
88
95
81
78
72
67
60
57
47
69% of all female internet users in Europe now use broadband at their main point of internet connection…
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
[Base: All Women using the internet (n=1878)]
All women who use the internetAll women who use the internet
89
85
83
81
79
78
69
63
62
61
46
Norway
France
UK
Sweden
Denmark
Belgium
Europe
Netherlands
Italy
Spain
Germany
Women with children who use the internetWomen with children who use the internet
[Base: All Women with Children using the internet (n=857)]
Use BroadbandUse Broadband
21
… Broadband penetration amongst women with children has increased 38% since 2004
Women with Children who use the internetWomen with Children who use the internet
52%
63%
72%
0
20
40
60
80
100
2004 2005 2006
[Base: All Women with Children using the internet (n=857)]
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
2004-2005 2005-2006
Year on year change 21% 14%
22
More European women with children are using the internet for entertainment and engagement
30 26 21 15 12 1388 7
14 9
85
92
3831 28
19 15 16 13 13 13 10 8
0
25
50
75
100
Searc
h
Inst
ant M
essa
ging
Musi
c do
wnl
oads
Liste
ning to
the
radio
Forum
s
Bloggi
ng
On-line
gamin
g
Visiti
ng chat
room
s
TV and
film
vid
eo d
ownl
oads
Mak
ing te
lepho
ne ca
lls
Podca
stin
g
P2P F
ile s
harin
g
(%)
2005 2006
Q7b. Which of the following web activities do you undertake at least once per month?
[Base: All women with children who use the internet (n=857)]
22% of women with children visit social networking websites & 16% contribute to ratings and reviews
22% of women with children visit social networking websites & 16% contribute to ratings and reviews
Women with children who use the internetWomen with children who use the internet
23
The impact of the internet
Approximately 70% of women with children in Europe find that the internet provides what they want when they want it
17% of women with children in Europe use the internet whilst they watch TV
69% of all European women with children admit to doing something less often as a result of the internet:
34% watch less TV26% talk on the phone less24% read less books23% read less magazines22% read less newspapers
European Women with children prefer to use the internet during the evening (5.30pm to 9.00pm) – 65%
24
Approximately 70% of women with children in Europe find that the internet provides what they want when they want it
Q5g. Which one type of media do you think fits best with this statement?
12% 11%
22% 20%
10%6% 8%
13%20%
38%
2% 4% 2% 2%7%9% 6% 7% 10% 9%
70% 67%
45% 46%
32%
Provides what youwant quickly/saves
time
Has what you wantwhen you want it
Puts you in control Keeps you ahead ofgame
Good for when brainmost active
TV Newspapers Magazines Radio Internet
Women with children using all mediaWomen with children using all media
[Base: All Women with Children using all media]
25
17% of European women with children use the internet whilst watching TVQ5b-f. When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use?
Women with children who watch TVWomen with children who watch TV
TV
INTERNET
NEWSPAPERRADIO
MAGAZINE
17%
27%4%
28%
[Base: All Women with Children who watch TV (n=1258)]
NONE: 43%
All respondents in Europe who watch TVAll respondents in Europe who watch TV
TV
INTERNET
NEWSPAPERRADIO
MAGAZINE
15%
25%5%
21%
NONE: 48%
[Base: All respondents in Europe who watch TV]
26
69% of European women with children do something less often as a result of the internet
34%
24% 22% 23%26%
20%17% 19% 17% 17% 16% 14%
11%
69%
Wat
ch T
V
Read b
ooks
Read n
ewsp
aper
s
Read m
agaz
ines
Talk
on the
phone
Send te
xt m
essa
ge
Liste
n to ra
dio
Buy m
usic
Outdoor a
ctiv
ities
Play
sports
/exe
rcis
e
Liste
n to m
usic
Spend ti
me
with fr
iends
/fam
ily
Work
(Net
) Do S
omet
hing le
ss o
ften
Q20b Which of the following do you less often (not through the internet) as a result of using the internet?
[Base: All Women with Children using the internet (n=857)]
Women with children who use the internetWomen with children who use the internet
27
65% of all European women with children use the internet during the evening
[Base: All Women with Children using each type of media]
21%24%
27%
41%
74%
8%
40%
45%
4%
13%
44%49%
7%
57%
61%
10%
24%
65%
14%
51%
'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
Q1b. What times of the day do you typically…during week?
Women with Children using each mediaWomen with Children using each media
28
Key findings
62% of all European women with children use the internet during a seven day week
75% of internet usage amongst women with children in Europe is personal
European mums visit more technology, health, music and local information websites than they did in 2005 and the websites mums visit varies depending on the age on their children
79% of European women with children shop online, buying and average of 10 items and spending €644 online
Digital mums in Europe are developing a deeper involvement with online content in using the internet for relaxation and entertainment and are using the internet to engage with other people
European mums multitask their media – 17% use the internet whilst they watch TV and 69% admit to doing something less often as a result of the internet
29
Key learnings
TBD - AF