iab europe mediascope bg launch presentation final public aug 2012
TRANSCRIPT
Bulgaria Launch Presentation Public@IABEurope
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Background
• 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
• 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 (500) was conducted by TNS and online by Questback/GMI (1000)
Hungary
Italy
Russia
Spain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Denmark
Sweden
Norway
Germany
Netherlands
Finland
Ukraine
Bulgaria
Romania
Ireland
GreeceSlovenia
Croatia
Slovakia
SerbiaAustria
CzechRepublic
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Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and
other trade associations
Mediascope Europe - Sponsors
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Mediascope Europe – Local Sponsors – Bulgaria
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The Media evolution
2.9mBulgarians are online
Total adult Bulgaria population of 6.1 million
Base: All Respondents n=532
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The European TV consumption
14hours/week in
Northern Europe
16hours/week in
Western Europe
17.7hours/week in
Central & Eastern Europe
16.7hours/week in
Southern Europe
EU average = 16.8hs
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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The European radio consumption
85%in Northern
Europe
82%in Western
Europe
48%in Central &
Eastern Europe
68%in Southern
Europe
EU average = 64%
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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The European newspapers consumption
82%in Northern
Europe
70%in Western
Europe
56%in Central &
Eastern Europe
59%in Southern
Europe
EU average = 62%
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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The European Internet consumption
87%in Northern
Europe
81%in Western
Europe
55%in Central &
Eastern Europe
61%in Southern
Europe
EU average = 65%
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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The European Internet consumption
14.8hours/week in
Northern Europe
14hours/week in
Western Europe
16.1hours/week in
Central & Eastern Europe
13.8hours/week in
Southern Europe
EU average = 14.8hs
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
16hours/week in
Bulgaria
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The Internet evolution
Bulgarian Internet users spend on average
16.0hrs online per week
48%of all Bulgarians 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=532, All Internet Users (Omnibus) n=262
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Internet becomes ‘all consuming’ media device
22% watch TV online at least dailyA further 32% watch TV at least weekly
of Bulgarian Internet users watch TV online
85%EU: 73% WE:67% NE:81% SE:65% CEE:81%
Base: All Internet Users (Online) n=968
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Internet becomes ‘all consuming’ media device
17% listen to the radio online at least dailyA further 17% listen at least weekly
of Internet users listen to the radio online monthly57%
50% read news online at least dailyA further 26% read news at least weekly
of Internet users read news online monthly89%
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=968
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Internet everywhere by any means
0.09mBulgarians use a Tablet to go online
Base: All Bulgarian Respondents (Omnibus) n=532
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Increasing choice of Internet access
Accessing the internet via the computer is the most popular method – Used by 2.9 million Bulgarians (48% - EU:64%)
However 19% of all Internet users in Bulgaria (EU:37%) go online via more than one device
Base: All Bulgarian Respondents (Omnibus) n=532, All Internet users n=262
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The alternative ways of going online
→ 1% of Bulgarians (EU:8%)
→ 9% of Bulgarians (EU:21%)
0.5m Bulgarians go online using a mobile
0.09m Bulgarians go online using a tablet
Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47, All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users
(Omnibus) n=3
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The alternative ways of going online
→ 1% of all Bulgarians (EU:6%)
0.03m Bulgarians go online using a games console
Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47, All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users
(Omnibus) n=3
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Media multi-tasking means more active consumers
38% of Bulgarians are online whilst watching TV
EU: 48% WE:58% NE:59% SE:39% CEE:44%
Base: All TV Users (Online) n=904
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Relationship between content consumption on TV and online
Among Bulgarians who watch TV and are online concurrently,
33%
state the online activity is likely to be related to the TV programme they are watching
3.5 hours per week across Bulgaria (EU:2.8hrs) is spent watching TV and online at the same time (15% (EU:16%) of all time spent watching TV)
EU: 33%
Base: All Respondents (Online) n=1000, All who use TV and Internet at the same time (Online) n=743
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Brand relationships grow via digital touchpoints
53% of Bulgarian Internet users agree that the way a brand communicates online is important
Base: All Internet users n=968
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Internet influence on brand choice and purchase decision
of all BulgarianInternet users are inclined to
find out more about products they see advertised online
61%of all BulgarianInternet users often visit the
websites of my favourite brands50%
of all Bulgarian Internet users state the way a
brand communicates online is important in influencing my opinion of that brand
53%of all Bulgarian Internet users are more likely to
buy a product of a brand that they follow on a social networking site
39%EU: 46% WE:42% NE:34% SE:48% CEE:49%
EU: 30% WE:19% NE:18% SE:29% CEE:42%
EU: 47% WE:35% NE:34% SE:45% CEE:59%
EU: 41% WE:31% NE:26% SE:41% CEE:51%
Base: All Internet Users (Online) n=968
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Internet influence on purchase decisions for products
51%of all Bulgarian Internet users state the internet helps them choose better products /serviceEU: 51% WE:52% NE:46% SE:45% CEE:53%
Base: All Internet Users (Online) n=968
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Consumers connecting via multiple touch-points
Among all Bulgarian Smart phone users:
→ 54% are interested in location-based vouchers (EU:48%)
→ 47% are interested in downloading a mobile phone app (EU:41%)
→ 31% are interested in QR codes (EU:32%)
Among all Bulgarian Internet users:
→ 62% are interested in connecting via social networks (EU:38%)
→ 43% are interested in viewing video content as part of advertising campaigns (EU:30%)
→ 29% are interested in uploading video/ images to a brand’s website advertising (EU:24%)
Base: All smart phone users n=346, All internet users n=968
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Benefits users get via digital
72%of all Bulgarian Internet users state the internet helps them…….
EU: 81% WE:83% NE:85% SE:79% CEE:80%
EU: 63%WE:62% NE:66% SE:61% CEE:64%
keep in touch with friends or relatives
manage lifestyle
84%
Base: All Internet users n=968
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The internet is an entertainer and enabler
38%of Bulgarians are online during the traditional primetime TV evening slot (EU:52%)
Base: All respondents (Omnibus) n=532
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Online is essential for entertainment
47% of all Bulgarians are online during the weekend
38% of all Bulgarians are online during the primetime evening TV slotEU: 52% WE:67% NE:74% SE:46% CEE:42%
EU: 60% WE:76% NE:83% SE:53% CEE:51%
Base: All Respondents (Omnibus) n=532
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To summarise – Bulgaria Insights
• The Internet is increasingly becoming the channel for consumption of other media – TV, radio, newspapers
38% of Bulgarians go online while watching TV
48% of Bulgarians aged 16+ use the internet
Bulgarian Internet usage: 16 hours per week (
9% of all Internet users in Bulgaria go online via more
than one device
38% of Bulgarians go online during the evening
84% of Bulgarians think the internet is a lifestyle tool
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More themes in Mediascope
→ Connectivity via mobile phones increasing engagement
→ Consumers have instant access to information at their fingertips
→ Internet enriches consumer communication
→ Online plays a key function in the purchase funnel, online and offline