Digital First for Europe s Mums Bulletin February 2013
Introduction As part of its research remit, IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape. It is a unique example of cross industry collaboration, led by IAB Europe and supported by many leading media companies, local IABs and other trade associations. Established in 2003, Mediascope Europe launched its 8 th wave of research in 2012. 2
About this Bulletin This bulletin brings you an analysis of digital mums media usage habits. It will demonstrate how the media usage of Europe s mums is becoming first and foremost digital The data comes from IAB Europe s Mediascope study. Further information on methodology can be found at: http://www.iabeurope.eu/research/mediascope-europe/aboutmediascope.aspx The presentation also includes the location of some insightful case studies and further information on how to become a member of IAB Europe. 3
Presentation Agenda: Digital First for Europe s Mums 1. Mums media 2. Mums internet use 3. Using online to communicate and empower 4. Creating a two way relationship with Mums 5. Living up to their standards 6. Mums connecting via mobile phones 4
1. Mums media use 5
69% of European Mums go online (compared to 65% of all Europeans) 92m European Mums are online Base (Omnibus): All European respondents (n=22,918), All Women With Children respondents (n=4,703) 6
Digital Mums media penetration 97% of European Mums watch TV 69% of European Mums read newspapers 69% of European Mums go online 65% of European Mums listen to the radio 56% of European Mums read magazines Base (Omnibus): All European respondents (n=22,918), All Women With Children respondents (n=4703) 7
Digital Mums spend 17.1 hours a week watching TV 13.8 hours a week online (EU 14.8 hrs) 12.5 hours listening to the radio 4.3 hours reading newspapers 3.7 hours reading magazines Base (Omnibus): All European who use: All internet, n=15,290; All Women With Children who use: TV, n=4,555; Radio, n=3,310; Newspapers, n=3,470; Magazines, n=2,879; All internet, n=3,437 8
Digital Mums* time online has increased 77% since 2004 2012 13.1 hours 2010 12.4 hours 2008 11.1 hours 2006 10 hours 2004 7 hours (Hours spent online in a 7 day week) * EU10 Base (Omnibus): All Women With Children (EU10) who use: All internet, n=1,341 9
Digital Mums go online via a range of devices 67% access the internet via a computer/laptop 21% via mobiles 8% via tablets Base (Omnibus): All Women With Children respondents n=4,703 10
Digital Mums mobile/ tablet internet usage above country average in the following markets Norway: Mobile 50% vs 42% Tablet 31% vs 23% Netherlands: Mobile 47% vs 35% Tablet 19% vs 15% Ireland: Mobile 37% vs 32% Tablet 15% vs 12% Denmark: Mobile 44% vs 29% Tablet 17% vs 10% Germany: Mobile 25% vs 19% Tablet 15% vs 12% Belgium: Mobile 20% vs 17% Tablet 10% vs 10% France: Mobile 38% vs 33% Tablet 15% vs 10% Base (Omnibus): All European respondents n=22,918, All Women With Children respondents n=4,703 11
Three quarters of Digital Mums online during TV prime time 06:00-10:00: 30% are online 22% watch TV 61% listen to the radio 39% read newspapers 18% read magazines 21:00-06:00 42% are online 54% watch TV 16% listen to the radio 7% read newspapers 15% read magazines 10:00-17:30 73% are online 51% watch TV 69% listen to the radio 63% read newspapers 64% read magazines 17:30-21:00 77% are online 86% watch TV 36% listen to the radio 37% read newspapers 51% read magazines Base (Omnibus): All Women With Children who use: TV, n=4,555; Radio, n=3,310; Magazines, n=2,879; Newspapers, n=3,470; All internet, n=3,437 12
2. Mums are active media multi-taskers 13
Digital Mums use the internet whilst watching TV 55% of Digital Mums go online while they watch TV* Digital Mums are also online for 30% of their TV viewing time** 65% of those who use the internet whilst watching TV do so during TV peak time** *Base (Online): All Women With Children who use: TV, n=5,007 **Base (Online): All Women With Children using the internet whilst watching TV, n=3,931 **Base (Online): All Women With Children giving a response for using the internet whilst watching TV, n=3,616 14
3. Using online to communicate and empower 15
Internet is a crucial to Digital Mums communication 74% say they are more able to keep in touch with friends and family since going online (EU 63%) 83% use email everyday (EU 74%) 92% weekly 26% use instant messaging daily (EU 24%) 38% weekly Base (Online): All Europe internet users n=27,446; All Women With Children internet users n=5,288 16
Digital Mums are more active on personal social media networks 30% update their social network profile weekly (EU 22%) 16% daily** 59% use a personal social network daily (EU 44%) 72% weekly* 43% post updates on social networks weekly (EU 35%) 24% daily** 48% use social networks to contact someone specific weekly (vs 45%) 25% daily** 30% upload photos/videos weekly (vs 24%) 7% daily** *Base (Online): All Europe internet users n=27,446; All Women With Children internet users n=5,288 **Base (Online): All Europe social media users n=25,530 All Women With Children social media users n=5,022 17
Internet makes managing their lifestyles easier 61% say they are able to choose better products/services since going online (EU 51%) 47% manage finances better (EU 44%) 29% better equip themselves for lifestyle changes (EU 15%) 45% book holidays/ make travel arrangements more easily (EU 43%) 28% more able to manage health (EU 24%) Base (Online): All Europe internet users n=27,446; All Women With Children internet users n=5,288 18
4. Create a two way relationship with Mums 19
Internet important to Digital Mums when choosing a brand 1. Electrical goods 59% (EU 56%) 2. Holidays 57% (EU 53%) 3. Clothing & accessories 57% (EU 41%) 4. Mobile handset/ contracts 56% (EU 51%) 5. Travel tickets 54% (EU 57%) 6. Toiletries / cosmetics 54% (EU 35%) 7. Cars 51% (EU 44%) 8. Health products 47% (EU 35%) 9. Home furnishings 45% (EU 35%) 10. Toys 43% (EU 27%) 11. Food/ groceries 42% (EU 28%) 12. Financial products 41% (EU 47%) Base (Online): All Europe who research online n=26,667 All Women With Children who research online n=5,174 20
5. Living up to their standards 21
Digital Mums are keen online shoppers Digital Mums do 21% of their shopping online (EU 19%) 41% in the UK 29% in Germany 25% in France Base (Online): All Europe internet users n=27,446 All Women With Children internet users n=5,288 22
They are also sophisticated online shoppers 89% have made online purchases (EU 87%) 98% have researched products online (EU 96%) Spend on average 542 euros in 6 months (EU 544 euros) Average of 15.3 online purchases in 6 months (EU 13.4) Base (Online): All Europe internet users n=27,446 All Women With Children internet users n=5,288 23
6. Mums connecting via mobile phones 24
Digital Mums are more likely to have a mobile phone with internet access (73% vs EU 68%) 50% of Digital Mums own a smartphone (EU 44%) Base (Online): All Europe internet users n=27,446 All Women With Children internet users n=5,288 25
Accessing the data The Internet is increasingly Subscribe and access becoming the choice for Mediascope data! consumption of other media TV, radio, newspapers The Internet influences people s perceptions of brands and products, although this could be further maximised Find out more from IAB Europe or your local IAB Accessing the internet is no longer solely via traditional computer with people accessing Data Presentations more and more via mobiles, tablets and games consoles Executive Summary and Increasingly people are watching TV and using Choices, the internet Telmar at the and same IMS time, growing Clear tablet Decisions ownership levels will only drive this media convergence higher Data in planning tools e.g. 26
From Bulletin to Full Report To purchase the Full Report or more information on Mediascope Europe please contact: mediascope@iabeurope.eu Complementary Case Studies also found in our research section: Yahoo: Nivea Sun To sign up for membership if you are not already a member: http://www.iabeurope.eu/join-us.aspx 27