EIAAMediascope Europe

2008 trends

Laura ChaibiYahoo! Europe

2

Mediascope 2008

3

EIAA… working together

4

2008 European consumer trends

The basics

Media trends

Internet audiences

Content online

Shopping

Advertising

THE BASICS

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Germany 23%

France 18%

UK 17%

Sweden 3%Norway 1%Denmark 2%

Netherlands 5%

Belgium 3%

Spain 12%

Italy 17%

100% Europe100% Europe

Mediascope Europe

6th consecutive year

10 European countries

9095 people surveyed

Quotas on:age, gendereducation regional distribution within countries

One source measuring all major media

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European Internet trends: going wireless

297m people in Europe

178m online (60%)

143m have broadband80% on internet users

48% of population

70m are wireless49% of BB internet users

24% of population

8

Women out number men online!

24% Germany, 43.3m

10% Spain, 18.4m 6% Dutch, 11.1m

20% France, 34.4m

18% United Kingdom, 32.4m

11% Italy, 20m 3.5% Sweden

6.0m

3.5% Belgium5.8m

2% Denmark3.7m

2% Norway3.0

women

89.3m (57%)

+ 10% YoY

88.7m

(64%) +2% YoY

men

83% internet pop.

Italy GermanyUK France Spain

MEDIA TRENDS

10

Radio trends, renaissance with DAB?

Media planning: 50% of radio listeners

media mesh, and 63% youth

Newspapers 29%

Magazine 22%

Internet 17%

TV 6%

75% listen to radio

13.2 hours / week

74% households have DAB

Top media:mornings, 67% reachafternoon, 67% reach

Heavy radio listeners (hours per week)

Dutch

17.3 Belgium

16.7 Denmark

15.3 Germany

15.3 UK

13.4

17% feel lost without their radio

11

Printed newspapers down, online up?

11% feel lost without their newspaper

Media planning: 57% of news readers

media mesh & 60% youth

Radio 34%

TV 28%

Internet 5%

Magazine 5%

72% read newspapers weekly

4.9 hours / week, lowest to date

59% news online, top category

Top 2nd media:mornings, 60% reachafternoons 49 % reach

Heavy press readers (hours per week)

Italy

5.6 Dutch

5.0Sweden

5.0Germany

4.9

UK

5.6

12

Traditional TV declines, online TV in?

27% feel lost without their TV

Media planning: 52% of TV viewers

media mesh & 64% youth

Newspapers 24%

Magazine 20%

Internet 20%

Radio 7%

93% watch TV

14.2 hours / week, lowest to date

59% have 2+ TVs in the house

Top media:evenings, 82% reach9pm – 6am, 51% reach

Heavy TV viewers (hours per week)

Dutch

15 Belgium

14.6Germany

14.5France

14.3

UK

15.5

13

Internet, more media moving online

35% feel lost without their internet

Media planning: 52% of internet users

media mesh & 68% youth

TV 29%

Radio 27%

Newspaper 4%

Magazine 4%

60% use the internet weekly

90% of youth

12.0 hours / week, highest to date

39% have 2+ PCs / laptops (home)

Top media:afternoons, 71% reachevening 75% reach, after TV

Heavy internet users (hours per week)

Italy

13.4 France

12.3Spain

12.1Denmark

12.1

UK

13.5

14

Ave

rag

e n

um

ber

of

ho

urs

per

wee

k

[Base: All Europe using each media (n=9095)]

Visual media, new advertising opportunities: online & mobile

15.4 15.316.0

14.2

Watch television(not through Internet)

2005 2006 2007 2008

??

?

Watch TV, film, video clips online 27%

Download films, TV, video clips 17%

On demand TV 11%

Watch video / film clips on mobile 6%

54% who download stuff online

transferred the content to another device

15

Media converging online

INTERNET AUDIENCES

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majority now online at the weekends

51% now online at the weekends

55% online everyday

5.6 days online each week

75% online during primetime TV slot

laptops

wireless

freedom

flexibility

81% weekday 72% w/end25-34

MON TUE WED THUR FRI SAT SUN

59% weekday 51% w/endEU

88% weekday 80% w/endYouth

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people online more… and they’re empowered

Heavy internet users (16 hours+ per week)

50m people are heavy internet users

3 in 10 heavy internet users

76% online 5 days + / week 84% for youth

Keeping in touch

Holidays / travel

better product

/service choice

Manage money

Health info Local gov’t info

Environmental issues

Manage life changes

Giving to charity

73% 54% 51%

46% 42% 39%

35% 19% 14%

39%

36%

22%

20%

32%

25%

16-24

25-34

35-54

55+

Men

Women

12.9m12.9m

16.2m16.2m

28.4m28.4m

14.5m14.5m

6.4m6.4m

22.3m22.3m

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+45% time online up (since 2004)

+16% more time online (than rest of EU)

40m golden youth, 25-34 year olds: Internet on par with TV

83% are online weekly

63% online everyday

Internet TV

6.0 days

5.9 days

83% use weekly

82% use weekly

13.9 hours/week

13.7 hours/week

can’t live without it:

45% 27%

44% online after 9pm (20% more likely)

36% heavy online users

86% have broadband

50% wireless

37% media mesh TV - Internet

20

79%

59%

50%

41%

38%

40%

36%

33%

30%

Email

News

Banking/finance

Social networking

Film

Music

IM

Clothes/fashion

Radio

Golden youth more active online

61%

81%

55%

49%

44%

44%

43%

41%

36% EU

communication

information

entertainment

manage lifestyle

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Golden youth do more as a result of internet

+47% prep for life changes

+15% manage finances

+14% health info

+12% choose betterproducts / services

+7% Keep in touch with family

/ friend

Q20c. Which of the following do you do you feel you have been able to do more of as a result of using the internet?

CONTENT ONLINE

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Where are Europeans divided online?

59%France

17%Sweden

Music

40%EU

64%Belgium

24%Italy

49%EU

Local info

50%Germany

12%Spain

Auction

35%EU

Banking/Finance

75%Sweden

14%Italy

50%EU

50%Germany

17%Italy

Price comparison

39%EU

61%

Film

55%France

24%Norway

38%EU

42%France

technology

22%Denmark

36%EU

32%Sweden

TV websites

5%Italy

15%EU

Mobiles

25%Norway

11%Dutch

19%EU

42%

40%

38%

33%

31%

20%

27%

14%

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18 web activities measured…top 9

Email

Social networking

50%Germany

IMSearch

Radio

84%

Watch TV, Film , video

Rating / reviews

Download music

Forums

79%

41%

36%

30%

27%

25%

26%

24%

25

Germany

More

37% Ratings & reviews EU 25%

27% ForumsEU 24%

24% Creating personal

profileEU 20%

LessMedia & downloads

radiodownload musicon demand TVVideo/film/TV clips

Talking online

IM Social networkingblogging

26

France

More96% Search

EU 84%

92% EmailEU 79%

48% Social networkingEU 41%

60% Instant MessagingEU 36%

27% VOIPEU 17%

29% BloggingEU 17%

Less

19% Ratings & reviews

EU 25%

15% create personal profileEU 20%

9% on demand TV

EU 11%

27

Spain

More47% social networking

EU 41%

41% IMEU 36%

32% watch TV / Film/ video clips

EU 27%

37% Music downloadsEU 26%

30% download film /videoEU 17%

20% PodcastingEU 13%

Less63% Search

EU 84%

71% emailEU 79%

27% Radio listeningEU 30%

15% Ratings & reviews

EU 25%

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United Kingdom

More

23% On demand TV EU 11%

38% Ratings & reviews EU 25%

31% Creating personal profiles

EU 20%

Less

20% Forums EU 24%

24% watch TV, film, video clipsEU 27%

29

Italy

More

= downloading music 25%

= downloading film /video 16%

LessMedia streaming

radioon demand TVpodcasting

Talking online

IM Ratings and reviewsEmail

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And what about mobile?

30% Bluetooth

15% send/receive email

7% IM

6% watch video/ film

5% social networking

2% view internet sites

19% use their mobile to communicate without talking!email, IM, social networking

SHOPPING ONLINE

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Online shopping

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Ecommerce basics in the last 6 months

97% research online for purchases

84% shopped online shoppers

1.6bn purchases made online in EU

9.2 avg. # of purchases per shopper

7.7 in 2007

€692 avg. amount spent per person

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41% change their mind on brand to buy

33%

35%

37%

38%

39%

41%

41%

49%

63%

67%

69%

France

Spain

Germany

Italy

Belgium

Europe

Netherlands

UK

Sweden

Denmark

Norway

Top online sources

66% search

50% price comparison website

49% brand websites

46% customer reviews online

45% retailer websites

45% expert web reviews

16% access info on mobile internet

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Shopping online where we show true colours

Music downloads & mobiles

Clothes, toiletries & cosmetics

Books, electrical goods, concert/festival tickets, clothesCDs

Insurance, food/groceries, electrical goods… everything!

Travel tickets, music downloads, theatre/cinema tickets, film downloads

UK

GermanySpain

France

Italy

ADVERTISING

37

Time to celebrate? Or double edged sword?

67% concerned about tailored advertising

54% positive or neutral to online adverts ‘based

on my previous surfing habits’

56% it’s important ads are related to my

interested

viruses, SPAM, identity theft, loss of privacy, loss of financial data

However…

Concerns?

38

And what about online ads?

Over 50% Make them entertaining

They should look good

Related to my interests

6 in 10Give me the control to click

on them

Suit all ages please

7 in 10Don’t get in the

way of my surfing

SUMMING UP

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To sum up…

Wireless

Online daily, weekends too!

More media moving online

We’re empowered

More women

Golden youth drive usage

We’re shopping online & we change our minds

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THANKS

Laura ChaibiYahoo! Europelchaibi@yahoo-inc.com