Results for Romania with European Highlights Alain Heureux, President & CEO IAB Europe Bucharest, 10 th 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 2
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 3
Coverage and Methodology • Fieldwork took place in 28 markets in February 2012 • An Omnibus + Online Finland methodology was used across Russia Norway all countries totalling nearly Sweden Czech 50,000 interviews Republic • The application of quotas Denmark Poland ensured that representative Ukraine Ireland UK samples were achieved in Germany Slovakia each Market Netherlands Romania → quotas on age, gender, Hungary France education and regional Bulgaria distribution were Belgium Turkey Italy applied Slovenia Spain Greece Portugal Switzerland Serbia Croatia Austria 4
Mediascope Europe - Sponsors Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and other trade associations * The study is produced with the support of members and non-members of IAB Europe and in the case of non-members this does not imply any relationship with IAB Europe other than that of Mediascope Europe sponsor 5
Mediascope Europe – Available info 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 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 6
Mediascope Europe – Local Sponsors – Romania 7
The European TV consumption 14 hours/week in Northern Europe 17.7 16 hours/week in hours/week in Central & Western Eastern Europe Europe 16.7 hours/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, 8
The European Internet consumption 87% in Northern Europe 55% 81% in Central & in Western Eastern Europe 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, 9
The European Internet consumption 14.8 hours/week in Northern Europe 16.1 14 hours/week in hours/week in Central & Western Eastern Europe Europe 13.8 hours/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, 10
The Media evolution 7.2m Romanians are online Total adult Romanians population of 18.7 million Base: All Respondents (Omnibus) n=1,039 11
The Internet evolution 39% of all Romanians are online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Romanian Internet users spend on average 18.6hrs online per week 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 12
The Romanian media consumption landscape Penetration EU: 95%, 96% TV WE:94%, NE:95%, SE:97%, CEE:95% EU: 65%, 39% Online WE:81%, NE:87%, SE:61%, CEE:55% EU: 64%, 47% Radio WE:82%, NE:85%, SE:68%, CEE:48% EU: 62%, 36% Newspapers WE:70%, NE:82%, SE:59%, CEE:56% EU: 48%, 29% Magazines WE:63%, NE:62%, SE:43%, CEE:39% Base: All Respondents (Omnibus) n=1,039 13
The alternative ways of going online 1.6m Romanians go online using a mobile → 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 Starting to go online using a tablet → 1% of Romanians (EU:8%) 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 14
Media multi-tasking means more active consumers 30% of Romanians are online whilst watching TV EU: 48% WE:58% NE:59% SE:39% CEE:44% Base: All Respondents (Online ) n=1,003 15
Brand relationships grow via digital touchpoints 51% of 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 16
Internet influence on purchase decisions for products 44% of 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 17
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 18
The internet is an entertainer and enabler 30% of Romanians are online during the traditional primetime TV evening slot (EU:52%) , All Internet Users (Online) 989 19
Instant access to information at consumers fingertips 48% of Romanian Internet users visit news websites everyday Base: All Respondents (Online) n=1,008 20
Internet enriches consumer communication 100% of Romanian Internet users communicate through email Base: All Internet Users (Online) n=989 21
Communication with friends and family on Social media 93% of all Romanian Internet users have used a personal or professional Social Media website EU: 81% WE:73%, NE:80%, SE:84%, CEE:87% Base: All Internet Users (Online) n=989 22
To summarise Accessing the internet is no The Internet is increasingly longer solely via traditional becoming the choice for computer with people consumption of other media – TV, accessing more and more radio, newspapers via mobiles, tablets and games consoles The Internet influences people ’ s perceptions of Increasingly people are watching TV brands and products, and using the internet at the same although this could be time, growing tablet ownership further maximised levels will only drive this media convergence higher 23
THANKS IAB Europe mediascope@iabeurope.eu 24
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