ems digital life

EMS Digital LifeHow Europe’s elite use media throughout the day in today’s digital world

Reinier SchaperReinier SchaperAmsterdam, 17 March 2008

EMS: The well accepted currency for pan European media planning & targeting, covering the upscale, affluent & influential Europeans

The upcoming EMS 2008 release is tailored to new needs of the media industry, adding usage of websites & Digital Life to the existing wealth of print readership, TV viewing & marketing information

EMS Digital LifeThose who use the Internet for at leastThose who use the Internet for at least 1 hour per week (Universe: 38.4 mln)

In a global economy, you need global data. EMS Digital Life and its sister survey PAX Digital Life apply an identical approach to 26 countries in Europe and Asia-Pacific. Global insights and global planning have become a reality.

PAXPAX

This report shows only some of the topline results. The full release later this year will provide you with much more of what is listed below.

1. Access to more screens

Access to screens is the crucial condition for living digital. Practically all have mobile devices, TV, and PC or laptop at home. However it does mean they can switch and choose when, where and how they like to receive content.

Zooming in on the mobile devices, the number of smartphones, blackberries and PSPs is substantial, as is the penetration of PDAs and videoplayers.

More access to PCs & laptops, digital TV screens, mobiles & smartphones implies, by definition, digital media consumption.

2. Media consumption i di i lgoing digital

Almost 80% of Europeans have increased usage of the Internet over the last 2 years, and decreased their consumption of offline media to some extent. Beware that those percentages apply to the general changes in media habits, and not to th l f di tithe volume of media consumption.

Watching TV and reading print shift to other platformsActivities in past 30 days via a computer or mobile device:

Watch li TV

p y p

live TV

43%

Read electronic Read electronic newspaper/magazine

68%Base: Total Europe

Source: EMS Digital Life 2008, first results

The European elite spend nearly 1 hour each day reading print, 1½ hours watching TV, another 1½ hours listening to the radio, and over 2 hours using Internet (incl. email). That’s an impressive total of over 6 hours spent on media

People have turned into digital consumers, and even more quickly they have become actively engaged themselves in the digital space.

3. Uptake of di i l fdigital features

Social Networking Sites used in past 30 days

Any Social networking site: 38%

12%12%

9%

6%

5%5%

Base: Total EuropeSource: EMS Digital Life 2008, first results

Creating content has become a favourite pastime for many, and for the ones under 35 it is even turning into an essential part of their daily life

Base: Total EuropeSource: EMS Digital Life 2008, first results

How do people behave in the real and in the virtual world? This is at the core of the diary part of EMS Digital Life.

4. Media use h ianywhere, anytime

The diary captures where they are, what they do, what devices they use, the preferred content, and what they do at the same time (multitasking)

Here’s a snapshot of such a diary, revealing the dynamics, in this case of a typical working day.

Where are consumers located throughout the day


Which devices or platforms do they use from morning till late at night


This slide shows that the ones who own a smart mobile device are also the heavy PC/laptop users. The TV set is slightly less popular than average.

The following 3 slides show the use of different types of media throughout the day for different target groups


Main Activity by HourTotal Europe Uploaders*

45%Weekday Weekday

30%

35%

40% Watching TV

W t hi TV

20%

25%

30%

Using

Watching TVUsing Internet

10%

15% Reading newspap./magazine

gInternet Reading

newspap./magazine

0%

5%

6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am


(*): Those who have done 3+ out of those 9 activities in last 30 days: (1) keep weblog/maintain website, (2) post comment on weblog, (3) add content to a wiki, (4) update profile on social networking site, (5) attribute tags to web content, (6) upload photos on photo sharing site, (7) upload video clip on a video sharing site, (8) sell products online, (9) write an online customer review (Universe: 12.5 mln.)

Main Activity by HourHeavy print readers* Heavy Internet users**

45%Weekday Weekday

30%

35%

40%

Reading /

Watching TVWatching TV

Using Internet

20%

25%

30% newspap./magazine

Using

Reading newspap./magazine

10%

15%

Using Internet

0%

5%



(*): Those who read print for 9.5 or more hours, in a typical week (Universe: 2.2 mln.)(**): Those who use the Internet (excl. e-mail) for 14 or more hours, in a typical week (Universe: 5.2 mln.)

This graph reveals the context of media consumption, in this example for listening to the radio, and see the next 3 slides for 3 other types of media.


Reading print (as main activity) by Place

Total Europe100%

Weekday Weekend Day

Somewhere else Somewhere else

80% On travelAt work

60%

At home

20%

40% At home

At home

0%6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am


Watching TV (as main activity) by Place

Total Europe100%

At work

Weekday Weekend Day

Somewhere

80%On travel

At work

Somewhere

else

60%

At home

else

20%

40% At home

At home



Using Internet (as main activity) by Place

Total Europe100%

Weekday Weekend Day

At kSomewhere else

80%

At k

On travel

At work

60%

At work

At home

20%

40% On travel

At home


At home


Of course EMS Digital Life enables you to select your own target groups. For example, the next slide shows the consumption of News/Business content by the young and the old, compared to the total, as presented by the graph of this slide.


Consumption of News/Business content by hour

Age 55+ Age under 3525%

Weekday Weekday

Watching

20%

Watching News/Bus. TV program

Watching News/Bus

15%

ReadingVisiting

News/Business Reading any daily

Visiting News/Business

News/Bus. TV program

5%

10% Reading any daily

newspaper

News/Business site any daily

newspaperNews/Business

site

0%6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am . 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am


Another feature is analyzing your own audiences. This graph shows patterns of watching certain kind of TV programs for the total. The next slide shows the weekday pattern for Channel X viewers.


TV programs watched by hour

Total Europe24%

Weekend day Weekend dayBase of Watched TV Channel X

in past 30 days

16%

18%

20%

22%

News/Business

News/Business

10%

12%

14%

16%

SportsDocumentary

/FactualDocumentary

/Factual

News/Business

4%

6%

8%

10% /Factual

Sports

0%

2%

4%



Despite all innovations, we are stuck with only 24 hours in a day. We have to compromise and do things simultaneously. The following 2 slides show the levels of reading and watching TV, and those levels related to other activities.

5. Multitasking5. Multitasking

Reading print & Simultaneous activities by Hour

Total Europe12%

Weekday Weekend Day

10%

6%

8%

2%

4%Reading print & other

activitiesReading print & other

activities

0%

2%


Reading print “only” Reading print “only”


Watching TV & Simultaneous activities by Hour

Total Europe60%

Weekday Weekend Day

50%

30%

40%

Watching TV & other activities

Watching TV & other activities

10%

20%

0%

10%


Watching TV “only” Watching TV “only”


As a last example, this graph reveals that the very upscale Europeans are much less able to relax in the weekend, and do more so at the end of a weekday.


Conclusion

the devices are digitalthe devices are digitalthe media are digitalthe media are digitallife is digitalgEMS Digital Lifegdelivers the insights

EMS Digital LifeEMS Digital LifeHow Europe’s elite use media throughout the day in today’s digital world

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