iab forum 2015 digiscope cee, tенденции в потреблението на медиите,...

Download IAB FORUM 2015  DigiScope CEE, Tенденции в потреблението на медиите, навици на потребителите в диджитал и тяхното влияние за покупка., Жанет Найденова, ли

Post on 16-Jul-2015

386 views

Category:

Internet

1 download

Embed Size (px)

TRANSCRIPT

  • 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