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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