EIAA Mediascope Europe Study

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EIAAMediascope Europe Study
Digital MumsJune 2007Conducted by
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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

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EIAA Who?
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Background

• EIAA has made significant investment in research,
  particularly in the areas of media consumption
  and advertising efficiency, key projects include
• Mediascope Europe
• Marketers Internet Ad Barometer
• Case Study Library
• Online Ad Effectiveness
• European 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
  clients ad spend

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Presentation agenda

• 1. Introduction to Mediascope Europe Digital
  Mums
• Research objective
• Methodology sample
• 2. Digital Mums
• Weekly internet usage
• Websites visited
• E-commerce
• Broadband penetration
• Web activities Web 2.0
• The impact of the internet

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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
  clients 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

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Research Objectives Digital Mums
PROJECT 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

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Methodology Sample

• Sweden - 334
• Norway - 334
• Denmark - 333

Netherlands 500
Belgium 500
Germany 1,008
TOTAL SAMPLE
UK 1,015
7,036 (1,313 women with children) interviews
across 10 European 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

France 1,002
Spain 1,002
Italy 1,008
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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 Norway
• A sample size of 7036 provides accurate data to
  1.1 0.8 at the 95 confidence level
• Women with children sample size of 1313 provides
  accurate data to 2 3 at the 95 confidence
  level
• Fieldwork took place in all territories between
  4th-25th September 2006
• Interview length ranged from between 25-30
  minutes
• The application of quotas ensured that
  representative samples were achieved in each
  country
• quotas on age, gender, education and regional
  distribution
• Results at the total level were weighted to take
  into account the different countrys population
  sizes. Using 2005 data from the UN the following
  weighting matrix was developed

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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

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62 of European women with children use the
internet during a typical week
Q1a In a typical 7 day week, that is Monday to
Sunday, can you tell me if you?
Change from2005
Women with children
Base All Women with Children (n1313)
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75 of internet usage amongst European women with
children is personal
Q12. What proportion of typical weekly internet
usage is personal?
Women with children who use the internet
Base All women with children who use the
internet (n857)
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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?
Women with children who use the internet
Base All women with children who use the
internet (n857)
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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?
Women with children who use the internet
Base All women with children who use the
internet (n857)
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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?
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 internet
Base All women with children who use the
internet (n857)
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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

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79 of European women with children have bought a
product/service online
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 (n1878)
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Women with children in Europe who shop online buy
on average 10 items and spend 644
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?
Q18. In the last six months, how many purchases
would you say you have made on-line?

• Women with children aged 10-15 spent an
  impressive average of 750 over the six month
  period

Base All female Online Shoppers (n1465)
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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

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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?
Use Broadband
Women with children who use the internet
All women who use the internet
Base All Women with Children using the internet
(n857)
Base All Women using the internet (n1878)
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Broadband penetration amongst women with
children has increased 38 since 2004
QC3. Thinking about the place where you use the
Internet the most, do you have a broadband
connection?
Women with Children who use the internet
Base All Women with Children using the internet
(n857)
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More European women with children are using the
internet for entertainment and engagement
Q7b. Which of the following web activities do you
undertake at least once per month?
22 of women with children visit social
networking websites 16 contribute to ratings
and reviews
Women with children who use the internet
Base All women with children who use the
internet (n857)
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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 TV
• 26 talk on the phone less
• 24 read less books
• 23 read less magazines
• 22 read less newspapers
• European Women with children prefer to use the
  internet during the evening (5.30pm to 9.00pm)
  65

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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?
Women with children using all media
Base All Women with Children using all media
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17 of European women with children use the
internet whilst watching TV
Q5b-f. When youre mainly watching TV, reading a
newspaper, reading a magazine, listening to
radio, using the internet, which other media do
you sometimes use?
All respondents in Europe who watch TV
Women with children who watch TV
MAGAZINE
MAGAZINE
INTERNET
INTERNET
28
21
TV
TV
17
15
5
27
4
25
NEWSPAPER
NEWSPAPER
RADIO
RADIO
NONE 43
NONE 48
Base All Women with Children who watch TV
(n1258)
Base All respondents in Europe who watch TV
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69 of European women with children do something
less often as a result of the internet
Q20b Which of the following do you less often
(not through the internet) as a result of using
the internet?
Women with children who use the internet
Base All Women with Children using the internet
(n857)
27
65 of all European women with children use the
internet during the evening
Q1b. What times of the day do you
typicallyduring week?
Women with Children using each media
Base All Women with Children using each type of
media
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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

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Key learnings

• TBD - AF