Transcript EIAA Mediascope Europe Study

EIAA
Mediascope Europe & Online Shoppers
January 2008
Conducted by:
1
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
2
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:
EIAA has made significant investment in research, particularly in the areas of
media consumption, media spend and advertising efficiency
As part of this commitment to research, the EIAA has for the past five years
conducted a large scale study of media consumption habits in Europe
SPA has conducted the survey since 2005
3
Presentation agenda
1. Introduction
Research objectives
Methodology and sample
2. Mediascope Europe
Weekly internet use
Time spent online
Frequency of internet use
Broadband penetration
Online activities
The impact of the internet
Websites visited
3. Online Shoppers
Online research
Percentage of online shoppers
Number of items online shoppers
buy online
Amount of money online shoppers
spend online
The products online shoppers buy
Online shoppers are heavy
internet users
4
Research objectives
OVERALL PROJECT OBJECTIVE
The broad aim of this study is to measure and track changes in media
consumption patterns by various demographic segments and nationalities.
This work will show when, why and how often people are using different media
– in particular use of the Internet for content, communication and commerce
5
Methodology and sample
Scandinavia
Sweden - 333
Norway - 333
Denmark - 334
Belgium - 500
Netherlands - 501
Germany – 1009
UK – 990
TOTAL SAMPLE
7008 interviews across 10
European countries
Within each territory
quotas were set to ensure
our sample was
representative of each
market.
Quotas were applied on:
France – 1000
age, gender, education and
regional distribution within
countries
Spain – 1008
Italy – 1000
6
Methodology and sample
7008 Computer Aided Telephone Interviews (CATI) were conducted by Synovate on behalf
of SPA and the EIAA in 10 countries across Europe
A sample size of 7008 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level
Fieldwork took place in all territories between 3 rd – 28th September 2007
Interview length ranged from 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 2007 data from the UN the following weighting matrix was
developed
Country /
Territory
UK
France
Germany
Italy
Spain
Belgium
Netherlands
Sweden
Norway
Denmark
Total
Total weight
17%
18%
23%
17%
12%
3%
5%
2.5%
1%
1.5%
100%
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Mediascope Europe
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Weekly internet use
Time spent online
Frequency of internet use
Broadband penetration
Online activities
The impact of the internet
Websites visited
8
Weekly internet use grows 6%
Q1a/2a/3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?
Internet users across our 10 countries have increased in number by 6% year-on-year
to 169 million users per week
Total Adult Europeans
296m
Adults Typically Online Each Week
2005
145m
2006
2007
159m
169m
+6% 2006-7
9
6 million more women online
Q1a/2a/3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?
Increases in women using the internet mean they are closing the gap on men
The demographic with the highest rate of increase is the Silver Surfers (55+), up 12%
year-on-year
Women Online
+8%
Up 6 million to 81.4m weekly users
Universe of
Internet Users
Grows 6%
year-on-year
Up 3 million to 28.6 users
Older Europeans
Online (55+)
+12%
10
16-24 yrs internet use almost ubiquitous
Q4. In a typical seven day week, on how many days do you use the internet / TV?
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet / TV?
16-24 year olds now go online more frequently than they watch TV, for the first time
They’re also spending 10% more time online than watching TV – nearly 15 hours per week
Watch TV
Use Internet
9 in 10 16-24 year olds are online each week
13.4 Hours Per Week
14.7 Hours Per Week
Across 5.7 Days Per Week
Across 5.9 Days Per Week
16-24 year olds spend
16% less time watching
TV than Europeans as
a whole
Trend likely to
continue following
year-on-year growth
every year since 2004
16-24 year olds spend
24% more time using
the internet than
Europeans as a whole
11
Weekly internet use and time spent online
57% or 169m of all Europeans use the internet in a typical week, rising to 74% of all
respondents in Sweden (5.6 million)
Internet users in Sweden spend a lengthy average of 13 hours per week online
Over a third (36%) of all internet users in Sweden spend upwards of 16 hours online
16-24 year olds in Sweden spend 21% more time using the internet than sat in front
of the television
12
5.6 million online across Sweden
Q1a/2a/3a In a typical 7 day week, that is Monday to Sunday, can you tell me if you…?
Typical 7 day week Internet use
Use the Internet
Change
2007
from
Millions
2006
Netherlands
5%
Norway
2.9m
Sweden
5.6m
Belgium
8%
Denmark
UK
Germany
81
11.0m
Sweden
2007
Millions
Swedish Average 74%
74
5.6m
78
74
5.7m
66
2.9m
65
63
31.7m
16 – 24 years
8%
0.8m
98
25 – 34 years
2%
0.9m
98
35 – 54 years
5%
1.8m
89
61
15%
43.2m
France
4%
30.1m
58
Europe
6%
169.3m
57
Spain
6%
17.6m
12%
18.6m
Italy
Change
from
2006
55+ years
2.1m
Men
2.6m
44
78
51
37
[Base: All Respondents in Europe (n=7008)]
Women
3m
71
[Base: All respondents in Sweden (n=333)]
13
16-24 year olds in Sweden spend 21% more time
using the internet than watching TV
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using each media?
Hours spent using each media in a typical week (16-24 years)
% change
from 2005
to 2007
11%
10%
42%
Average number of hours per week
20.0
16%
2005
18.5
2007
18.0
15.3
16.0
13.8
12.8
14.0
13.0
11.6
12.0
10.0
8.0
6.0
3.7
4.0
3.7
3.8
3.2
2.0
0.0
Watch television
Listen to the Radio
Use the Internet
Read Newspapers
Read Magazines
[Base: All 16 - 24 year old Sweden respondents using each media (TV=38, radio=32, internet=45, newspapers=36, magazines=23)]
14
Nordics provide most everyday users
Q4. In a typical seven day week, on how many days do you use the internet?
Almost half (47%) of European internet users now go online everyday of the week
Who?
Where? (Top 5)
Norway
Denmark
66%
63%
Men
Women
16-24
Sweden
France
Netherlands
52%
42%
59%
58%
58%
55%
25-34
48%
35-54
43%
55+
42%
15
Frequency of internet use
Swedish internet users access the internet 5.7 days per week
58% of Swedish internet users use the internet seven days a week, rising to 82%
amongst 16-24 year olds
Swedish 16-24 year olds continue to access the internet more frequently than they
watch TV
91% of this younger demographic use the internet between 5 and 7 days each week while
only 79% watch TV as regularly
16
Swedish internet users access the internet 5.7
days per week
Q4. In a typical seven day week, on how many days do you use the internet?
By Country
By Demographic
Swedish Average 5.7
6.1
Norway
Sweden
5.7
6
Denmark
16 – 24 years
5.8
France
Sweden
6.4
5.7
25 – 34 years
Spain
Netherlands
5.6
Belgium
5.6
UK
5.6
Germany
Italy
6.2
5.7
35 – 54 years
European
Average
= 5.5
5.2
5
[Base: All European internet users (n=4017)]
55+ years
5.7
4.9
5.9
Men
Women
5.6
[Base: All Sweden internet users (n=248)]
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Swedish 16-24 year olds access the internet more
frequently than they watch TV
Q4. In a typical seven day week, on average how many days do you use TV/internet?
Internet (16-24 yrs)
TV (16-24 yrs)
No. days
5-7 days %
No. days
5.8
5.7
80%
77%
7
5-7 days %
5.5
5.9
72%
82%
7
100
100
79%
80
70
5
6.2
60
6
50
4
Number of days per week
Number of days per week
6
% using TV between
5 and 7 days per week
90
81%
90
6
81%
80
70
5
6.4
50
4
40
40
3
30
2005
2007
[Base: All 16 - 24 year old Sweden TV viewers (n=38)]
60
5.9
% using Internet between
5 and 7 days per week
91%
3
30
2005
2007
[Base: All 16 - 24 year old Sweden internet users (n=45)]
18
THE BROADBAND
LANDSCAPE
19
Broadband penetration reaches 8 in 10
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
Broadband penetration increases again with 8 in 10 Euro users now enjoying a high
speed connection where they access most (their main point)
Broadband Penetration: Europe
(%)
75%
56%
2004
81%
66%
2005
2006
2007
Most likely group to
use Broadband
85% of men
87% of 25-34 year olds
20
Almost 9 out of 10 Swedish internet users now
use a broadband connection
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
Broadband connection
2007
Year-on-year change
92%
UK
+10%
France
89%
+4%
Norway
89%
+5%
Denmark
89%
+6%
88%
Sweden
86%
Belgium
Spain
83%
Europe
81%
Netherlands
Italy
Germany
80%
73%
69%
+5%
+4%
+17%
+8%
+8%
+7%
+15%
[Base: All internet users (n=4017)]
21
OUR RELATIONSHIP
WITH THE INTERNET
22
Email and Search remain key
Q7b. Which of the following types of web activities do you use at least once a month?
Search is still the most
undertaken activity
87%
Hotmail
Web based email is
used each month by
81% of online
Europeans
Key Web
Activities
Used
42% now communicate
through social networking
sites
(increasing to 66%
amongst
16-24 years olds)
23
Growth areas in internet activities
Q7b. Which of the following types of web activities do you use at least once a month?
+150%
Top 5
Growth
Areas
Watching Film, TV or
Video Clips
+42%
Ratings & Reviews
+18%
+17%
+15%
TV & Film Downloads
Podcasting
P2P File Sharing
24
Broadband penetration and online activities
41% of internet users in Sweden now communicate via social networking sites at least
once a month
Listening to the radio is particularly popular in Sweden when compared to the European
average (41% vs. 31%)
The number of Swedish people who contribute to ratings and reviews has grown 383%
since 2006
Swedish internet users also enjoy sharing information online:
The number of Swedish internet users that create and share content has grown +111% since 2006
Nearly a third (29%) of Swedish internet users contribute to rating and review sites
Over a quarter (26%) now share their thoughts on forums
65% of respondents in Sweden stated that they can’t live without at least one activity on
the internet
25
The number of Swedish people who contribute to
ratings and reviews has grown 383% since 2006
Q7b. Which of the following types of web activities do you use at least once a month?
TOP GROWTH ACTIVITIES
2006
Score
2007
Score
Ratings and reviews
6%
29%
383%
Watching TV, film or video clips
11%
33%
200%
Creating and sharing content
9%
19%
111%
Blogging
12%
19%
58%
P2P File sharing
11%
17%
55%
Podcasting
6%
9%
50%
TV and film video downloads
16%
21%
31%
Music downloads
23%
26%
13%
Forums
23%
26%
13%
Making telephone calls
11%
12%
9%
Trend
Year-onyear trend
[Base: All Sweden internet users (n=248)]
26
Nearly a third (30%) of Swedish internet users
claimed they couldn’t live without email
Q7bi. And of the ones that you have used, which of the following web activities that you undertake monthly could you not
live without?
Top 8 Website Activities cannot live without (%)
65% of respondents in Sweden cannot live
without at least one activity on the internet
30%
15%
6%
il
Ema
mu
Com
g
c hin
site s
Sear
rking
o
w
t
Ne
c ial
ia So
v
g
t in
nica
3%
t
ning
Liste
io
o ra d
2%
nt M
Insta
ging
es sa
Maki
ng
1%
ads
P
ur I S
a yo
i
v
r
eo
w nlo
ic do
Mus
ls vi
e cal
n
o
h
t elep
yp
a Sk
1%
1%
e ga
in
On-l
ming
[Base: All Sweden internet users (n=248)]
27
13% of Swedish users were not aware they could
create or share content online
Q7bii/biii/biv/bv. You’ve said that you do not currently use the internet to create or share content/watch or download TV, film
or video clips/download music/communicate via social networks. Why is this?
Reasons why do not use Internet to create and share content, watch or download film, TV
or video clips, download music or communicate via social networks
% who sited this was the reason they did not perform each activity
Web activity
It’s not relevant to me
Not aware of these types
of web activity
They are too complicated
Creating or sharing content
58%
13%
11%
Watch or download film, TV or video clips
50%
7%
14%
Music downloads
31%
6%
19%
Communicate via social networks
48%
5%
8%
[Base: All Sweden internet users who do not create or share content (n=202), watch or download TV/video clips (n=153), download music (n=52) or
communicate via social networks (n=25)
28
News remains core to driving internet use
Q7a. Which of the following types of websites do you visit at least once a month?
An easy accessible source of instant information, results in the internet being a
perfect format for delivering news and local information
News
65%
Local Information
52%
Music
Holidays
Travel
51%
46%
46%
29
76% of internet users in Sweden access news
sites at least once a month
Q7a. Which of the following types of websites do you visit at least once a month?
Top 10 Websites Visited (%)
100
Sweden
80
65%
52%
60
40
Europe
76%
59%
20
51%
50%
46%
46%
44%
41%
38%
36%
36%
74%
43%
42%
41%
46%
36%
30%
21%
37%
0
s
ion
New
rmat
l info
Lo ca
el
ance
Trav
d F in
n
a
i ng
Ban k
ic
Mus
ays
ites
on S
Holi d
p aris
m
o
C
Price
g
no lo
Tech
y
s
Fi lm
ion
Auct
ts
Spo r
Next 11 Websites Visited (%)
100
Sweden
Europe
80
60
40
33%
20
23%
27%
26%
27%
24%
30%
18%
22%
21%
22%
36%
20%
14%
16%
26%
14%
10%
6%
3%
5%
10%
0
g
th
to ri n
Heal
r mo
o
s
r
Ca
Jobs
k
ily &
Fam
id s
Mob
s
hon e
ile p
erty
Prop
es
Gam
i tes
TV s
en’ s
Wo m
si tes
g
ng
mbli
Dati n
g/ Ga
n
i
t
t
Be
[Base: All internet users (n=4017) and all Sweden internet users (n=248)]
30
The impact of the internet and websites visited
Almost all internet users in Sweden (99%) admit to doing something less often as a result of the
internet
50% use other forms of media less in favour of the internet:
31% admit to watching less TV
14% do not listen to as much radio
20% read newspapers less frequently
42% of 16-24 year old internet users in Sweden claim their TV consumption has dropped off as a
direct result of the internet
76% of internet users in Sweden access news sites at least once a month, making news the most
popular type of website visited – closely followed by banking and finance (74%) and local
information (59%)
Banking and finance (74% vs. 50), Property (36% vs. 22%) and TV sites (26% vs. 16%) are far more
popular in Sweden when compared to the European average
31
Online Shoppers
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
Online research
Percentage of online shoppers
Number of items online shoppers buy online
Amount of money online shoppers spend online
The products online shoppers buy
Online shoppers are heavy internet users
32
Online research
40% of all European online shoppers have changed their mind about which brand to
buy following research on the web
Online shoppers in the UK are the most likely to be influenced by information on the internet
(49%) while Italians are the least likely to change their mind (27%).
In Sweden 42% of online shoppers changed their brand after online research
European consumers are most likely to change their mind as a result of online research
when it comes to buying electrical goods - 59% changed their minds on brand
Over half (59%) of online shoppers cite that websites of well known brands are an
important source of information when researching or considering a product or service
In Sweden almost two thirds (61%) of online shoppers find reviews/opinions on the
internet written by experts an important source of information
33
42% of Swedish online shoppers changed their
mind after online research
Q17a. After researching on the internet, have you ever changed your mind about which brand of product you purchased?
Effect of online research on brand chosen
Brits are the most likely to be influenced by information on the internet (49%)
while Italians are the least likely to change their mind (27%)
av
an
ly
27%
Ita
n
34%
Sp
ai
36%
ce
m
an
y
37%
G
er
er
ag
en
e
40%
Fr
an
42%
Sw
ed
iu
m
42%
el
g
N
or
w
ay
44%
Eu
ro
pe
N
et
h
er
la
en
m
ar
nd
s
k
44%
B
48%
D
U
K
49%
[Base: All Online Shoppers online researchers (n=3352)]
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65% of Swedish online shoppers changed which brand
of electrical good they would buy after online research
Q17b. In which of the following product categories, if any would you change your mind about the brand you purchase after
researching online?
Effect of online research on brand chosen - products categories
European consumers are most likely to change their mind as a result of
online research when it comes to buying electrical goods - 59% changed
their minds on brand – rising to 65% amongst Swedish online shoppers
65%
Europe (Online Shoppers)
34%
Sweden (Online Shoppers)
30%
59%
43%
Electrical goods
Holidays &
Travel
16%
17%
23%
23%
Cars
Financial
products or
services
35%
Mobile phone
handsets or
contracts
9%
19%
2%
15%
Health & Beauty
products
Food/grocery
shopping
[Base: All Online Shoppers online researchers that changed their mind (n=1362)]
35
Over half (59%) of online shoppers cite that websites of
well known brands are an important source of information
Q5h. Which of the following to do you consider to be an important source of information when researching or considering a
product or service?
Sweden (Online Shoppers)
Europe (Online Shoppers)
%
%
76
Search engines
Personal
recommendations
72
58
Newspapers/magazines
Price comparison
websites
61
Personal
recommendations
65
Price comparison
websites
65
58
Product information in
shops
Websites of well known
brands
59
Websites of well known
brands
Customer website
reviews
57
Customer review
websites
Expert website reviews
57
Expert Website
Reviews
Retailer Websites
56
Retailer Websites
50
Content provided by ISP
38
[Base: All Online Shoppers internet users (n=3352)]
74
Newspapers/magazines
Product information in
shops
Sales people in shops
69
Search engines
55
47
51
61
51
40
Sales people in shops
Content provided by ISP
22
[Base: All Sweden (Online Shoppers) internet users (n=204)]
36
Percentage of online shoppers, number of items
bought and amount of money spent online
A massive 80% of European internet users have bought a product or service online,
rising to 82% in Sweden
These European online shoppers made 1.3 billion purchases in just a six month
period, spending an average of €747 each online.
The UK (486m) and Germany (342m) made the most purchase
In the UK, Germany and Denmark female online shoppers made more purchases than men
Norway (€1203) and the UK (€1195) spent the most money online per person
In Sweden online shoppers made a total of 31m online purchases spending an average of
€948 online in just six months
37
80% of European internet users have bought
products/services online…
Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?
Proportion of Internet users that have researched, bought online or researched and bought offline
50%
% Conversion
80%
Researched
82%
Bought Online
96%
100%
Researched and Bought Offline
95%
95%
85%
80%
80%
84%
84%
76%
78%
80%
2005
2006
2007
83%
57%
60%
40%
40%
20%
0%
2004
[Base: All Europe internet users (n=4166)]
38
… in Sweden the percentage of internet users
that shop online has grown +78% since 2004
Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?
Proportion of Internet users that have researched, bought online or researched and bought offline
% Conversion
49%
79%
Researched
100%
84%
Bought Online
Researched and Bought Offline
98%
97%
93%
85%
80%
72%
85%
77%
97%
82%
84%
82%
84%
60%
46%
40%
20%
0%
2004
2005
2006
2007
[Base: All Sweden internet users (n=248)]
39
82% of Swedish internet users have bought a
product/service online
Q16. Have you ever bought online any of the following products/services?
Norway lead in terms of the percentage of internet users who shop online, closely
followed by the UK
% of internet users who shop online
94%
92%
89%
87%
83%
82%
80%
78%
77%
69%
Ita
ly
Sp
ai
n
el
gi
um
B
Fr
an
ce
Eu
ro
pe
en
Sw
ed
ds
et
he
rla
n
N
er
m
G
en
m
an
y
ar
k
K
U
D
N
or
w
ay
55%
[Base: All Europe internet users (n=4166)]
40
In a six month period the average Swedish
online shopper spent €948 online
Q19. In the last six months, approximately how much money would you say you spent in total on all your online purchases?
1202.93 1194.59 1170.09
40%
€0-500
58%
589.75
558.09
534.02
471.03
31%
26%
23%
20%
32%
22%
33%
68%
72%
77%
78%
66%
76%
65%
ly
Ita
ce
Fr
an
m
an
y
G
er
n
Sp
ai
iu
m
el
g
B
nd
s
en
N
Sw
ed
k
en
m
ar
D
K
707.39
46%
44%
U
or
w
ay
N
746.95
52%
53%
47%
756.23
Eu
ro
pe
50%
er
la
€501+
947.74
et
h
Mean Score €
[Base: All Online Shoppers purchasing online (n=2839)]
41
Products bought online
The percentage of European online shoppers buying particular products and services
has increased significantly since 2006
The number of online shoppers purchasing mobile phones online has increased by 33%,
financial products purchases are up 22%, home furnishings up 18%, car accessories up 13%
and holidays up 11%
In Sweden purchasing mobile phones (+129%), Renting DVDs (+100%), buying toys (+66%),
electrical goods (+33%) and downloading music (+23%) online has increased significantly
since 2006
Overall, the most popular online purchase across Europe is travel tickets (54%),
closely followed by holidays (42%), books (40%), concert/theatre/festival tickets
(38%), clothes (33%) and electrical goods (33%)
The research highlights the gender differences of online shoppers
Female shoppers focus on clothes (40% vs. 27% of men) and holidays (46% vs. 38% of
men)
Male online shoppers go for electrical goods (39% vs. 27% of women) and CDs (25% vs.
20% of women).
42
The percentage of online shoppers buying particular
products and services has increased significantly
Q16. Have you ever bought online any of the following products/services?
In Sweden purchasing mobile phones (+129%), Renting DVDs (+100%), buying toys (+66%),
electrical goods (+33%) and downloading music (+23%) online has increased significantly since 2006
Top 5 products/services bought
online in terms of growth
2007
2006
Year-on-year
growth
Mobile Phones
16%
12%
+33%
Financial products
11%
9%
+22%
Home furnishings
13%
11%
+18%
Car accessories
9%
8%
+13%
Holidays
42%
38%
+11%
Electrical Goods
33%
30%
+10%
Cinema tickets
23%
21%
+10%
Computer games
12%
11%
+9%
Books
40%
37%
+8%
Toys
14%
13%
+8%
[Base: All Online Shoppers who have bought a product/service online (n=3352)]
43
The most popular online purchase across Europe is
travel tickets (54%), closely followed by holidays (42%)
Q16. Have you ever bought online any of the following products/services?
Most popular products/services bought online by online shoppers
In Sweden travel tickets, holidays and concert/theatre/festival
tickets are particularly popular online purchases
% of online shoppers who bought
product/service online
73%
56%
49%
Europe (Online Shoppers)
43%
39%
Sweden (Online Shoppers
32%
30%
25%
In
s
es
ui
pm
6%
12%
ce
6%
12%
ur
an
12%
en
t
13%
gs
8%
pu
te
r
hi
n
C
e
om
om
Fu
rn
is
ph
To
on
e
ys
s
16%
9%
Eq
5%
14%
ile
oa
d
s
s
VD
19%
M
ob
in
e
C
Do
w
nl
Ti
ck
et
s
Ds
21%
m
a
al
C
G
oo
ds
s
lo
th
e
tri
c
al
C
Ti
ck
oo
k
B
st
iv
/F
e
tr
e
23%
C
on
c
er
t/T
he
a
El
ec
et
s
s
s
ay
H
el
ol
id
tic
k
et
s
23%
Tr
av
16%
33%
D
33%
G
am
16%
38%
ic
40%
M
us
42%
H
54%
Sp
or
ts
24%
[Base: All Online Shoppers who have bought a product/service online (n=3352)]
44
European Female online shoppers buy far more
clothes online and men buy more electrical goods
Q16. Have you ever bought online any of the following products/services?
Products/services bought online – male vs. female online shoppers
% of online shoppers who bought
product/service online
In Sweden female online shoppers are far more likely to buy travel tickets (77% vs. 69%) and holidays
(61% vs. 52%) and men, as with the European average, buy more electrical goods online (48% vs. 17%)
54% 54%
Women
46%
40%
39%
25%
24% 22%
s
20%
oa
d
Ti
ck
C
ic
in
e
m
a
al
tri
c
16%
Do
w
nl
et
s
Ds
C
G
oo
ds
s
El
ec
al
st
iv
/F
e
24%
18%
C
on
c
er
t/T
he
a
tr
e
lo
th
e
Ti
ck
oo
k
B
C
et
s
s
s
ay
ol
id
H
Tr
av
el
tic
k
et
s
20%
s
27%
VD
27%
D
37% 38%
M
us
40% 40%
38%
Men
[Base: All Online Shoppers who have bought a product/service online (n=3352)]
45
Heavy online users
European online shoppers are heavy users of the internet
84% of online shoppers go online via a broadband connection (compared to 70% of internet
users who do not shop online)
On average they use the internet on 5.7 days each week, spending an average of 12.3 hours
online (above the European average of 11.9) and over half (51%) log onto the internet every
day
46
84% of European online shoppers use broadband at their
main point of internet connection, rising to 90% in Sweden
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
Broadband connection - Online Shoppers
2007
Year-on-year change
93
UK
France
Norway
Sweden
92
Compared to 70% of
internet users who
have not bought a
product/service online
91
Denmark
+6%
+5%
90
+7%
87
Spain
+1%
90
89
Belgium
+8%
+5%
+18%
Europe
84
+8%
Netherlands
84
+6%
79
Italy
Germany
71
+5%
+15%
[Base: All Online Shoppers using the internet (n=3352)]
47
European Online shoppers spent an average of
12.3 hours online each week
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
Hours spent using the Internet in a typical week
In Sweden online shoppers spend 13.6 hours online each week, the highest number of
hours spent online amongst online shoppers across Europe
Country Average
13.6
13.6
13.5
13.2
12.9
Online Shoppers
12.9
12.2
12.2
Hours
12.3
11.0
10.4
13.0
Sweden
13.6
Italy
12.7
France
12.6
12.2
Belgium
Norway
12.3
Spain
11.9
Europe
12.0
UK
11.5
Denmark
10.7
Germany
9.8
Netherlands
[Base: All Online Shoppers using the internet (n=3352)]
48
Across Europe online shoppers spend an
impressive 5.7 days online each week…
Q4. In a typical seven day week, on how many days do you use the internet?
Online Shoppers
Norway
Change
from
2006
9%
6.2
6.1
Denmark
France
6.0
Sweden
6.0
Spain
5.9
2%
5.8
Netherlands
In Sweden online
shoppers spend 6
days online
5.8
Belgium
4%
UK
6%
5.7
Europe
2%
5.7
Germany
2%
Italy
2%
5.3
5.2
[Base: All Online Shoppers using the internet (n=3352)]
49
…over half of all online shoppers use the
internet 7 days a week
Q4. In a typical seven day week, on how many days do you use the internet?
Online shoppers using the internet 7 days a week
Percent of 7 days a week users
In Sweden nearly 2 thirds
(64%) of online shoppers go
online every day
67%
70%
66%
63% 64%
2006
62% 63%
55%
51%
2007
59%
56%
50%
53% 55%
54%
46%
49% 51%
41% 42%
25%
Norway
Denmark
Sweden
France
Netherlands
Belgium
Spain
UK
European
average
Germany
22%
Italy
[Base: All Online Shoppers internet users (n=3352)]
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Summary
16-24 year olds are living the digital world of the future; they spend more time
online than they do watching TV and are in complete control of their media
consumption. Marketers need to focus on finding the right balance of display
advertising, word of mouth and viral marketing in order to effectively engage
and communicate with this key target audience.
Marketers need to be aware of how powerful social recommendation on the
internet can be. 42% of internet users now regularly communicate via social
networking sites and the number of people contributing to rating and review
sites has seen a growth of 42% since 2006 and over a quarter (26%) now
share their thoughts on forums, highlighting the potential power of word of
mouth marketing.
Opportunities to create rich media TV and video-style adverts are increasing as
European broadband penetration grows. 81% of European internet users now
connect to the internet via a broadband connection and as a result, internet
users are able to enjoy a more interactive and engaging online experience.
51
Summary
40% of all European online shoppers have changed their mind about which
brand to buy following research on the web, highlighting the power that
websites can have in the purchasing decision.
Online shoppers from more mature online markets are more likely to change
their mind on what brand to buy following web research, than online
consumers from less developed markets.
The web is an ever more powerful resource for consumers wishing to
research a product or brand. Over half (59%) of online shoppers cite that
websites of well known brands are an important source of information when
researching or considering a product or service and search engines are
considered more useful (76%) than personal recommendations (72%).
Marketers need to provide relevant information at the right time and in the
right place online to ensure effective engagement with their consumers whilst
they are in the purchase making process.
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END
For more information please go to www.eiaa.net or email
[email protected]
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