Ireland Results Magazines Ireland September 2012 Sponsored by:
Presentation Agenda 1. Introduction → Background → Coverage and Methodology 2. Main Findings → → → → → The Media Evolution Internet everywhere by any means Media multi-tasking means more active consumers Brand relationships grow via digital touchpoints The Internet is an entertainer and enabler Connectivity via mobile phones increasing engagement Instant access to information at consumers fingertips Internet enriches consumer communication Online plays a key function in the purchase funnel 2
Background • As part of their research remit, the IAB Europe conduct Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape • The broad aim of this study is to capture the different ways in which consumers are developing across Europe and assess their similarities and differences → Identify changing media consumption patterns → Evolution of media multi-tasking and emerging and evolving online media → Video consumption, social media and e-commerce 3
Coverage and Methodology • Fieldwork took place in 28 markets in February 2012 • An Omnibus + Online Finland methodology was used across Russia Norway all countries totalling nearly Sweden Czech 50, 000 interviews Republic • The application of quotas Denmark Poland ensured that representative Ukraine Ireland UK samples were achieved in Slovakia Germany each Market Netherlands Romania Hungary → quotas on age, gender, France education and regional Ireland Belgium Turkey distribution were Italy applied Slovenia Spain Portugal Greece Switzerland Austria Croatia Serbia 4
The Media evolution 2. 9 m Irish are online Total adult Ireland population of 3. 7 million Base: All Irish respondents n=1, 003 5
The Internet evolution 80% of all Irish are online EU: 65%, WE: 81%, NE: 87%, SE: 61%, CEE: 55% Irish Internet users spend on average 13. 5 hrs online per week EU: 14. 8, WE: 14. 0, NE: 14. 8, SE: 13. 8, CEE: 16. 1 Base: All Irish respondents n= 1, 003, Internet users n=821 6
The Ireland media consumption landscape Penetration TV Online Radio Newspapers Magazines 96% EU: 95%, WE: 94%, NE: 95%, SE: 97%, CEE: 95% 80% EU: 65%, WE: 81%, NE: 87%, SE: 61%, CEE: 55% 90% EU: 64%, WE: 82%, NE: 85%, SE: 68%, CEE: 48% 80% EU: 62%, WE: 70%, NE: 82%, SE: 59%, CEE: 56% 47% EU: 48%, WE: 63%, NE: 62%, SE: 43%, CEE: 39% Base: All Irish respondents n=1, 003 7
The Ireland media consumption landscape Hours per week used 15. 4 hrs 13. 5 hrs Online Radio EU: 12. 7 WE: 13. 4, NE: 13. 5, SE: 10. 6, CEE: 12. 9 5. 5 hrs EU: 4. 6 WE: 4. 8, NE: 4. 9, SE: 4. 2, CEE: 4. 6 3. 7 hrs Newspapers Magazines EU: 14. 8 WE: 14. 0, NE: 14. 8, SE: 13. 8, CEE: 16. 1 14. 6 hrs TV EU: 16. 8 WE: 16. 0, NE: 14. 0, SE: 16. 7, CEE: 17. 7 EU: 4. 0 WE: 4. 0, NE: 3. 6, SE: 3. 5, CEE: 4. 2 Base: All TV Viewers n=931, All newspaper readers n=674, All magazine readers n=412, All Radio listeners n=764, All internet users n=821 8
Internet becomes ‘all consuming’ media device 81% EU: 73% WE: 67% NE: 81% SE: 65% CEE: 81% of Irish Internet users watch TV online 9% watch TV online at least daily A further 31% watch TV at least weekly Base: All Internet users n=979 9
Internet becomes ‘all consuming’ media device 66% of Internet users listen to the radio online EU: 67% WE: 61% NE: 67% SE: 64% CEE: 73% 9% listen to the radio online at least daily A further 15% listen at least weekly 89% of Internet users read news online EU: 91% WE: 86% NE: 94% SE: 91% CEE: 96% 35% read news online at least daily A further 25% read news at least weekly Base: All Internet users n=979 10
Internet everywhere by any means 0. 4 m Irish use a Tablet to go online Base: All Irish respondents n=1, 003 11
Increasing choice of Internet access Accessing the internet via the computer is the most popular method – Used by 2. 8 million Irish (77% - EU: 64%) However 46% of all Internet users in Ireland (EU: 37%) go online via more than one device Base: All Irish respondents n=1, 003, All internet users n=821 12
The alternative ways of going online 1. 2 m Irish go online using a mobile → 32% of Irish (EU: 21%) → Spend on average 9. 2 hours per week (EU: 9. 4 hrs) → 89% use their mobile to go online during the day 0. 4 m Irish go online using a tablet → 12% of Irish (EU: 8%) → Spend on average 8. 2 hours per week (EU: 9. 3 hrs) → 78% use their tablet to go online in the evening Base: All Irish respondents n=1, 003, All mobile internet users n=327, All tablet internet users n=130, All games console internet users n=98 13
The alternative ways of going online 0. 4 m Irish go online using a games console → 10% of all Irish (EU: 6%) → Spend on average 4. 4 hours per week (EU: 6. 8 hrs) → 80% use their games console to go online in the evening Base: All Irish respondents n=1, 003, All mobile internet users n=327, All tablet internet users n=130, All games console internet users n=98 14
Advancing technologies in household Ireland Home desktop computer EU E-Reader 51% 80% 20% 14% 62% 56% 14% 9% 6% HDTV 48% 35% WE: 50%, NE: 48%, SE: 32%, CEE: 24% Internet enabled TV 12% 16% WE: 19%, NE: 20%, SE: 12%, CEE: 16% Laptop computer Netbook computer Tablet Device WE: 62%, NE: 63%, SE: 63%, CEE: 63% WE: 68%, NE: 77%, SE: 58%, CEE: 46% WE: 16%, NE: 11%, SE: 16%, CEE: 11% WE: 13%, NE: 13%, SE: 7%, CEE: 7% WE: 10%, NE: 2%, SE: 3%, CEE: 5% Base: All Irish respondents n=1, 000 15
Media multi-tasking means more active consumers 58% of Irish are online whilst watching TV EU: 48% WE: 58% NE: 59% SE: 39% CEE: 44% Base: All TV Viewers n=931 16
Relationship between content consumption on TV and online 2. 8 hours per week across Ireland (EU: 2. 8 hrs) is spent watching TV and online at the same time (18% (EU: 16%) of all time spent watching TV) Among Irish who watch TV and are online concurrently, 19% EU: 33% state the online activity is likely to be related to the TV programme they are watching Base: All Irish respondents n=1, 000, All who use TV and Internet at the same time n=665 17
Relationship between content consumption on TV and online Programme Genre likely to be watching Entertainment News Documentary Sport Music Lifestyle Adverts/Advertising Ireland 70% 46% 44% 30% 19% 28% 10% EU 63% 61% 35% 31% 27% 18% 13% WE: 65%, NE: 62%, SE: 71%, CEE: 60% WE: 52%, NE: 47%, SE: 56%, CEE: 70% WE: 41%, NE: 35%, SE: 33%, CEE: 31% WE: 32%, NE: 27%, SE: 28%, CEE: 31% WE: 28%, NE: 21%, SE: 23%, CEE: 27% WE: 23%, NE: 25%, SE: 13%, CEE: 14% WE: 15%, NE: 16%, SE: 14%, CEE: 10% Base: All Irish respondents n=1, 000, All who use TV and Internet at the same time n=665 18
Multi tasking by Internet device Internet users via a Tablet in Ireland are most likely to multi task compared to other users of other internet devices • Only 19% do not use any other device whilst being online on a tablet (EU: 15%) • 63% watch TV whilst online on a tablet (EU: 67%) Internet users via a Game console in Ireland are least likely to multi task compared to other users of other internet devices • 46% do not use any other device whilst being online on a games console (EU: 34%) Base: All tablet internet users n=128, All games console users n=126 19
Brand relationships grow via digital touchpoints 42% of Irish Internet users agree that the way a brand communicates online is important Base: All Internet users n=979 20
Internet influence on brand choice and purchase decision 48% of all Irish Internet users are inclined to find out more about products they see advertised online 46% of all Irish Internet users often visit the websites of my favourite brands EU: 46% WE: 42% NE: 34% SE: 48% CEE: 49% EU: 47% WE: 35% NE: 34% SE: 45% CEE: 59% 22% of all Irish Internet users state the way a brand communicates online is important in influencing my opinion of that brand EU: 30% WE: 19% NE: 18% SE: 29% CEE: 42% EU: 41% WE: 31% NE: 26% SE: 41% CEE: 51% of all Irish Internet users are more likely to buy a product of a brand that they follow on a social networking site 42% Base: All Internet users n=979 21
Internet influence on purchase decisions for products 53% of all Irish Internet users state the internet helps them choose better products /service EU: 51% WE: 52% NE: 46% SE: 45% CEE: 53% Base: All Internet users n=979 22
Internet influence on purchase decisions for products The Internet is important when deciding to purchase Travel tickets Electrical goods Holidays Mobile handsets/contracts Financial products or services Cars Clothes and accessories Insurance Toiletries/ Cosmetics Health products Home furnishings Ireland 76% 54% 73% 57% 50% 49% 40% 67% 24% 31% 28% EU 57% 53% 50% 47% 44% 41% 39% 35% 35% Base: All Internet users n=979 23
Consumers connecting via multiple touch-points Among all Irish Smart phone users: → 57% are interested in location-based vouchers (EU: 48%) → 48% are interested in downloading a mobile phone app (EU: 41%) → 36% are interested in QR codes (EU: 32%) Among all Irish Internet users: → 42% are interested in connecting via social networks (EU: 38%) → 28% are interested in viewing video content as part of advertising campaigns (EU: 30%) → 17% are interested in uploading video/ images to a brand’s website advertising (EU: 24%) Base: All smart phone users n=526, All Internet users n=979 24
Benefits users get via digital 91% EU: 81% WE: 83% NE: 85% SE: 79% CEE: 80% of all Irish Internet users state the internet helps them manage their lifestyle 74% 54% EU: 44% WE: 51% NE: 62% SE: 35% CEE: 40% of all Irish Internet users state the internet helps them manage finances 70% EU: 43% WE: 54% NE: 61% SE: 44% CEE: 32% of all Irish Internet users state the internet helps them book holidays or make travel arrangement of all Irish Internet users state the internet helps them keep in touch with friends or relatives EU: 63% WE: 62% NE: 66% SE: 61% CEE: 64% 25
The internet is an entertainer and enabler 69% of Irish are online during the traditional primetime TV evening slot (EU: 52%) Base: All Irish respondents n=1, 003 26
Online is essential for entertainment 69% of all Irish are online during the primetime evening TV slot EU: 52% WE: 67% NE: 74% SE: 46% CEE: 42% 73% of all Irish are online during the weekend EU: 60% WE: 76% NE: 83% SE: 53% CEE: 51% Base: All Irish respondents n=1, 003 27
Online is essential for entertainment Entertainment Activities Ever Carried Out Watch video clips Listening to radio Listening to music online Watch a film Watch online TV Watch live events Music downloads Online gaming Use catch up or on demand TV Download video clips Download a film Download a TV programme Podcasting Ireland 86% 66% 55% 56% 66% 57% 61% 38% 75% 51% 44% 46% 50% EU 81% 67% 66% 60% 59% 57% 55% 54% 52% 51% 46% 43% WE: 77%, NE: 86%, SE: 83%, CEE: 83% WE: 61%, NE: 67%, SE: 64%, CEE: 73% WE: 52%, NE: 65%, SE: 66%, CEE: 77% WE: 52%, NE: 60%, SE: 63%, CEE: 80% WE: 51%, NE: 69%, SE: 54%, CEE: 68% WE: 49%, NE: 59%, SE: 62%, CEE: 67% WE: 47%, NE: 47%, SE: 52%, CEE: 69% WE: 43%, NE: 45%, SE: 55%, CEE: 66% WE: 55%, NE: 63%, SE: 40%, CEE: 57% WE: 39%, NE: 49%, SE: 54%, CEE: 62% WE: 36%, NE: 39%, SE: 56%, CEE: 63% WE: 38%, NE: 45%, SE: 44%, CEE: 53% WE: 37%, NE: 42%, SE: 45%, CEE: 49% Base: All internet users n=979 28
Connectivity via mobile phones increasing engagement EU: 44% WE: 47% NE: 50% SE: 46% CEE: 40% 47% of Irish own a smartphone Base: All respondents n=1, 000 29
Activities carried out on mobile phones Activities carried out on weekly basis Communication Ireland Send and receive emails Use a personal social network Use a professional social network EU 40% 35% 10% 37% 29% 13% 35% 22% 30% 24% 16% 11% 5% 33% 28% 27% 23% 19% 16% 16% 12% 10% 17% 11% 9% Entertainment/Info Access internet sites through a browser Download or listen to music Use a mobile phone search engine Download or use an app Download or play games Watch film, TV or video clips Download film, TV or video clips E-Commerce See advertising on an internet site/ app Shop online via web browser Shop online via an app Base: All with an internet capable mobile phone n=812 30
Instant access to information at consumers fingertips 35% of Irish Internet users visit news websites everyday Base: All internet users n=979 31
Websites visited Top Websites used at least Daily Ireland Social media News Video Banking and Finance Hobby Sports Forums Jobs Music Local information 52% 35% 20% 11% 12% 9% 10% 8% 3% Top Websites used at least Monthly Ireland EU 43% 40% 18% 16% 15% 12% 11% 10% 9% News Social media Video Banking and Finance Maps Local information Other Hobby Films Music Price Comparison Sites 75% 68% 73% 51% 57% 48% 44% 42% 26% EU 78% 70% 67% 66% 61% 60% 58% 52% 49% Base: All internet users n=979 32
Internet enriches consumer communication 99% of Irish Internet users communicate through email Base: All internet users n=979 33
Communicating online Top activities ever carried out Top activities carried out at least Daily EU: 95% Email 99% WE: 97%, NE: 97%, SE: 97%, CEE: 93% Instant message 62% WE: 63%, NE: 65%, SE: 79%, CEE: 79% Contribute to forums 55% WE: 54%, NE: 55%, SE: 65%, CEE: 69% Blogging EU: 73% EU: 62% EU: 56% NE: 49%, 40% WE: 43%, CEE: 65% SE: 63%, 81% 18% 7% 6% EU: 74% WE: 77%, NE: 68%, SE: 73%, CEE: 72% Top activities carried out at least Monthly 96% EU: 93% WE: 94%, NE: 93%, SE: 93%, CEE: 91% EU: 54% EU: 24% 41% EU: 9% 29% WE: 32%, NE: 27%, SE: 40%, CEE: 44% EU: 8% 22% WE: 25%, NE: 28%, SE: 41%, CEE: 34% WE: 18%, NE: 17%, SE: 30%, CEE: 28% WE: 7%, NE: 4%, SE: 8%, CEE: 12% WE: 5%, NE: 8%, SE: 10%, CEE: 9% WE: 43%, NE: 41%, SE: 62%, CEE: 62% EU: 38% EU: 32% Base: All Internet Users n=979 34
Communication with friends and family on Social media 86% of all Irish Internet users have used a personal or professional Social Media website EU: 81% WE: 73%, NE: 80%, SE: 84%, CEE: 87% Base: All Internet Users n=979 35
Communication with friends and family on Social media Top activities carried out at least Daily Read emails I had received Top activities carried out at least Monthly 81% Read emails I had received 49% Read updates/ messages EU: 80% 12% Contacted someone specific EU: 63% 19% Posted an update EU: 53% EU: 77% Read updates/ messages EU: 42% Contacted someone specific EU: 22% Posted an update EU: 17% Played games 11% EU: 17% 96% EU: 91% 80% 45% 63% 51% Commented on photos/ videos EU: 49% 7% Uploaded photos/ videos EU: 49% 5% Played games EU: 48% 2% Updated my profile Commented on photos/ videos EU: 10% Updated my profile Uploaded photos/ videos EU: 8% EU: 6% 45% 38% 41% EU: 43% %s Among Social Networking users Base: All Internet Users n=979 36
Communications with brands on Social media Top activities carried out at least Monthly ‘Liked’/ became a fan of a brand Unfriended brand Complained about a brand/product Complained directly to a company Top activities ever carried out 41% ‘Liked’/ became a fan of a brand 11% Complained directly to a company 21% Complained about a brand/product 11% Unfriended brand EU: 47% 9% Created group for favourite brand/product EU: 32% 7% Created group to boycott brand/product EU: 27% EU: 42% EU: 20% EU: 19% Created group for favourite brand/product EU: 16% Created group to boycott brand/product EU: 11% 69% EU: 67% 56% EU: 52% 55% EU: 50% 36% 24% 19% %s Among Social Networking users Base: All who use social media n=913 37
Online plays a key function in the purchase funnel € 1, 837 million was spent online in Ireland from September – February EU: € 187, 990 m Base: All who use social media n=913 38
Purchasing online 99% of all Irish Internet users research online for purchases EU: 96% WE: 97%, NE: 97%, SE: 97%, CEE: 93% 18% of all total shopping is conducted online among Irish Internet users EU: 19% WE: 24%, NE: 16%, SE: 15%, CEE: 16% 97% of all Irish Internet users shop online EU: 87% WE: 94%, NE: 94%, SE: 88%, CEE: 80% %s Among Internet users Base: All Purchasing Online in past 6 months n=894 39
Spend online € 685 is the average amount spent person in Ireland across a 6 month period EU: € 544 14 is the average number of purchases made person in Ireland across a 6 month period EU: 13 € 1, 837 million spent online in Ireland across a 6 month period EU: € 187, 990 m %s Among Internet users/P 6 M purchasers Base: All Internet Users n=979 40
Products purchased Most popular products purchased online 53% Clothes and accessories 47% Travel tickets 64% Electrical goods 33% Holidays 54% Toiletries/ Cosmetics 21% Concert, theatre or festival tickets 47% Books EU: 43% EU: 38% EU: 34% EU: 32% EU: 28% EU: 26% EU: 25% Base: All Purchasing Online in past 6 months n=894 41
Conversion rates Products with highest conversion CDs DVDs Travel tickets Toys Books Clothes and accessories Concert, theatre or festival tickets Toiletries/ Cosmetics Electrical goods Cinema tickets Blu-ray discs Car hire Sports equipment Food/grocery shopping 106% 103% 98% 73% 91% 85% 89% 68% 59% 84% 100% 83% 58% 55% EU: 88% EU: 85% EU: 83% EU: 81% EU: 78% EU: 76% EU: 74% EU: 70% EU: 67% EU: 64% EU: 63% Base: All Internet users n=979 42
To summarise The Internet is increasingly becoming the channel for consumption of other media – TV, radio, newspapers The Internet influences people’s perceptions of brands and products Accessing the internet is no longer solely via traditional computer with people accessing more and more via mobiles, tablets and games consoles Increasingly people are watching TV and using the internet at the same time, growing tablet ownership levels will only drive this media convergence higher 43
To summarise – Ireland Insights Irish Internet usage: 13. 5 hours per week (average) 46% of all Internet users in Ireland go online via more than one device (EU: 37%) 88% of all Irish Internet users Internet usage via mobile: • research onlineincreasingly becoming the channel for consumption of The Internet is and purchase Ireland (EU 21%) offline EU radio, other media – (TV, 79%) newspapers € 685 is the average spend pp in Ireland online (6 month period) (EU € 554) 32% 97% of all Irish Internet users shop online (EU: 87%) 44
THANKS IAB Europe mediascope@iabeurope. eu IAB Ireland info@iabireland. ie 45
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