iab forum 2015 digiscope cee, tµ½´µ½†¸¸ ²...

digitalSCOPE2014 digitalSCOPE2014 IAB Forum Bulgaria 2015 | 31st of March 2015 | Sofia

MEDIA CONSUMPTION i n d i g i t a l s o c i e t y

digitalSCOPE

2014

Janet Naydenova

Leader of RESEARCH Group IAB Bulgaria

digitalSCOPE2014

Participants

2

Central &

South-Eastern

Europe

(C/SEE)

Bulgaria

Macedonia Poland

Romania Serbia

Slovakia Slovenia

Turkey

ABOUT THE STUDY

digitalSCOPE2014

Communication

Media Partners

Local Research Institute

Project Partners

Leadership Local Project Management

digitalSCOPE2014

TABLE OF CONTENTS

4

Methodology

Media usage

Online devices

Multi-screening

Activities online

Consumer Journey Online

Purchase potential

Key Results

digitalSCOPE2014

Methodology

5

Technique: CAWI (Computer Assisted Web Interviewing)

Recruitment: Real Time Sampling, Run On Site: inventory of media partners

Reach in online population 16+: 83% (source: Gemius Bulgaria)

Fieldwork: 14th Oct. 8th Nov. 2014 Research institute: MindTake

Researched population: Above 15 years old

Sample: N=6 285, representative, weighted

Weighting: Gender, age and internet usage frequency (basing on Eurostat)

Bulgaria

digitalSCOPE2014

Media USAGE

6

To guarantee representativeness of the researched sample and comparability between countries, digitalSCOPE data were weighted with regard to internet usage frequency. Eurostat data were used as a

point of reference.

digitalSCOPE2014

0

1

2

3

4

5

0 5 10 15 20 25

0

1

2

3

4

5

0 5 10 15 20 25

Media usage summary

7

internet

radio

TV

(Y) Average number of hours per typical day

(X) Average number of days per month

Average time and frequency estimated on the basis of declarative questions: M3, U5, O1, O3 (see: next slides) All internet users %

magazines

newspapers

Bulgaria C/SEE

digitalSCOPE2014

Access to media frequency

8

Qs: M3. How often do you use internet?*

U5. How often do you use [LIST OF TRADITIONAL MEDIA]? All internet users % * Weighted according to Eurostat data

73

73

38

15

8

13

10

13

25

16

3

3

8

12

20

11

7

21

27

35

8

20

22

22

0 25 50 75 100

internet

traditional TV

traditional radio

traditional newspapers

traditional magazines

Daily, almost daily Weekly Monthly Less often Never

Bulgaria

digitalSCOPE2014

Daily access to media

9

Qs: M3. How often do you use internet?* a few times a day + every day or almost every day U5. How often do you use [LIST OF TRADITIONAL MEDIA]? a few times a day + every day or almost every day All internet users % * Weighted according to Eurostat data

73

73

38

15

8

66

62

38

28

13

0 25 50 75 100

internet

traditional TV

traditional radio

print newspapers

print magazines

Bulgaria C/SEE

digitalSCOPE2014

Daily time spent per media

10

Qs: O1. On an average day that you use internet, how much time do you spend online? O3. On an average day that you use the following media, how much time do you spend with: [LIST OF TRADITIONAL MEDIA] Filtered: media users (excluding never) %

0 10 20 30 40 50 60 70 80 90 100

internet

traditional TV

traditional radio

traditional newspapers

traditional magazines

> 5 hrs 4-5 hrs 3-4 hrs 2-3 hrs

1-2 hrs 30-60 mins < 30 mins hard to say

Bulgaria

digitalSCOPE2014

Time slots online

11

Q: O2. In which time slots do you mostly access internet on the typical weekday/ weekend? Multi-response question,

recalculated to 100% Filtered: internet users accessing internet on weekdays/weekends %

0

10

20

30

40

50

07:00 - 9:00 9:00 - 12:00 12:00 - 16:00 16:00 - 19:00 19:00 - 24:00 24:00 - 07:00

typical weekday typical weekend

Bulgaria

digitalSCOPE2014

Online devices

Smartphone includes declarations prompted with the following features: tactile screen or qwerty keyboard, ability to use:

internet, navigation, applications, social networking services. 12

digitalSCOPE2014

0

2

4

6

8

10

12

14

16

18

0 10 20 30 40 50 60 70 80

0

2

4

6

8

10

12

14

16

0 10 20 30 40 50 60 70

E-media usage summary

13

portable PC

stationary PC

tablet

(Y) Average number of days per month spent online

(X) Penetration of devices

Frequency estimated on the basis of declarative question: U3 (see: next slides) All internet users %

smartTV

traditional mobile phone

Bulgaria C/SEE

smartphone

game console

digitalSCOPE2014

Access to devices

14

Q: U1. What electronic devices do you use at least from time to time? All internet users % * TV device = TV decoder, set-top-box with an online connection (e.g. Blu-Ray)

66

65

46

30

28

13

12

8

4

69

63

45

21

24

13

22

5

8

0 25 50 75 100

smartphone

portable PC

stationary PC

traditional mobile phone

tablet

smart TV

TV device*

e-reader

game console

Bulgaria C/SEE

digitalSCOPE2014

Access to internet frequency

15

Q: U3. How often do you use internet in the following devices? Filtered: device users %

80

79

76

57

50

48

28

0 25 50 75 100

smartphone

portable PC

stationary PC

tablet

smart TV

trad. mobile phone

game console

Daily, almost daily Weekly Monthly Less often Never

Bulgaria

digitalSCOPE2014

Daily access to internet

16

80

79

76

57

50

48

28

75

73

70

54

42

43

19

0 25 50 75 100

smartphone

portable PC

stationary PC

tablet

smartTV

traditional mobile phone

game console

Bulgaria C/SEE

Q: U3. How often do you use internet in the following devices? a few times a day + every day or almost every day Filtered: device users %

digitalSCOPE2014

Multi-screening

Multi-screening index is a synthetic indicator based on questions covering various simultaneous behaviors both between internet and traditional TV (TV+WEB) and between various devices connected to the web (WEB+WEB).

17

digitalSCOPE2014

Multi-screening

18

Qs: MS1. How often when using internet do you watch traditional television (without access to internet), e.g. TV is in the background? MS2. How often do you use internet in a few devices at the same time (e.g. you are surfing in computer and checking your email in your phone)? MS3. How often - when watching traditional television (without access to internet) do you use internet in the following devices? All internet users %

92

86

65

87

75

65

0 25 50 75 100

TOTAL

TV + internet

internet in a few devices

Bulgaria C/SEE

digitalSCOPE2014

Activities online when watching TV

19

Q: MS4. Which ones of the following activities do you

perform on internet while watching a TV program (e.g. TV series, documentary, news etc.) on traditional television (without access to internet)? Please state the activity even if you perform it occasionally. Filtered: multi-screeners (TV+WEB) %

51

50

46

30

29

23

21

15

14

10

9

4

0 20 40 60

browsing websites, surfing

checking, answering e-mails

using social networking services

searching a product seen on TV

job, school related activities

playing games online

messaging online (SMS)

searching info about people on TV

visiting program website

reading comments on social media

sharing comments on social media

checking TV critics about the program

Bulgaria

digitalSCOPE2014

Activities online

20

Analyses of online activities are based on the most typical activities, performed the most frequently in particular devices.

digitalSCOPE2014

Typical activities online devices

21

Q: U4. What do you usually do in internet in particular devices? Choose the most frequent activities. All internet users Cumulative %

38

36

34

25

26

30

30

26

17

22

24

25

18

21

19

15

7

0 20 40 60 80 100 120 140 160

searching web pages

using e-mail

reading articles on portals

using communicators

using social networks

reading about brands

job, education r