European Interactive Advertising Association by mfi26912

VIEWS: 6 PAGES: 57

									European Interactive Advertising
Association


‘Media trends and the development of
e-commerce across Europe ’

Alison Fennah
Executive Director, EIAA
EIAA Objectives


 Champion and improve the understanding of online advertising as a medium

 Promote the efficiency of online advertising as part of the ‘media mix’

 Think regionally, benefit regionally and at local level

 Increase the total value of investment into online advertising




                                                                            2
EIAA – Who?




              3
Background


   EIAA has made significant investment in research, particularly in the areas of
   media consumption and advertising efficiency, key projects include:

       Mediascope Europe
       Marketers Internet Ad Barometer
       Case Study Library
       Online Ad Effectiveness


   As part of this commitment to research, the EIAA has for the past four years
   conducted a large scale study of media consumption habits in Europe

       enabling it to track changes in media consumption habits in order to illustrate how internet
       usage as a share of media consumption is changing and therefore how media planners
       should spend their client’s ad spend




                                                                                                      4
Presentation Agenda


 1. Mediascope Europe
       Research Objective
       Methodology & Sample
       How Often are Europeans Online
       How Long Europeans Spend Online
       Broadband Penetration
       Personal vs. Work Internet Usage
       Web Activities & Web 2.0


    Online Shoppers -
       Growing Conversion Rates
       Number of Items Bought Online and Amount of Money Spent
       European Bargain Hunters
       Online Shoppers Internet Usage




                                                                 5
MEDIASCOPE EUROPE
Research Objectives

                       OVERALL PROJECT OBJECTIVE
      The broad aim of this study is to measure and track changes in media
   consumption patterns by various demographic segments and nationalities.
 This work will show when, why and how often people are using different media
 – in particular usage of the Internet for content, communication and commerce




                                                                                 7
Methodology & Sample

   Netherlands – 500                        Scandinavia
                                                 Sweden - 334
                                                 Norway - 334
                                                 Denmark - 333

  Belgium – 500
                                            Germany – 1,008


  UK – 1,015                                  TOTAL SAMPLE

                                       7,036 interviews across 10
                                       European countries

                                       Within each territory
                                       quotas were set to ensure
France – 1,002                         our sample was
                                       representative of each
                                       market.
                                       Quotas were applied on:
                                           age, gender, education and
     Spain – 1,002                         regional distribution within
                                           countries




                       Italy – 1,008


                                                                          8
Methodology & Sample

    7,036 Computer Aided Telephone Interviews (CATi) were conducted by Synovate on
    behalf of SPA and the EIAA in 9 EU countries and Norway
    A sample size of 7036 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level
    Fieldwork took place in all territories between 4th-25th September 2006
    Interview length ranged from between 25-30 minutes
    The application of quotas ensured that representative samples were achieved in each
    country
         quotas on age, gender, education and regional distribution
    Results at the total level were weighted to take into account the different country’s
    population sizes. Using 2005 data from the UN the following weighting matrix was
    developed

 Country /                                                                        Sweden   Norway
                UK     France   Germany   Italy   Spain   Belgium   Netherlands                     Denmark   Total
 Territory


Total weight   17.1%   17.3%    23.6%     16.7%   12.4%    3.0%        4.6%       2.6%     1.3%      1.5%     100%




                                                                                                                      9
Europeans’ Usage of The Internet

 European weekly internet usage has grown by 10% year-on-year with weekday
 growth of 17%

 Spain slightly higher with a 23% growth since 2005 in weekly internet users

     35-54 year olds and women are driving internet growth in Spain


 After 10am each day, the internet is the second most used medium

 45% of online Europeans go online everyday of the week
     Online Europeans are now online 5.4 days a week




                                                                               10
European Weekly Usage up 10%
Year-on-Year
Q1a In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?

                                 Year-on-year change

           Norway                +8%                                                                                      81%

           Netherlands          +18%                                                                                77%

           Sweden                +9%                                                                                76%

           Denmark               +4%                                                                              73%

           UK                   +13%                                                                     63%

           Belgium              +20%                                                                    61%

           France               +17%                                                              56%

           Europe               +10%                                                           54%

           Germany                                                                             53%

           Spain                +23%                                                     48%
                                                                                                    European
           Italy                                                                                  Average = 54%
                                                                                   33%

                                               [Base: All Respondents in Europe]


                                                                                                                            11
Internet Usage in Spain increases by 20%
Year-on-Year
Q1a In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?


   2006




                                    83%
                                                           73%

                 48%                                                                  51%    53%
                                                                                                     44%




               Average             16-24                   25-34                     35-54   Men    Women

2005
                39%                73%                    59%                        39%     46%     32%
Score

  %
               +23%               +14%                   +24%                       +31%     +15%    +38%
Change




                                           [Base: All Spanish Internet Users Respondents]



                                                                                                            12
 Internet is the Most Popular Media During the
 Evening in Spain
 Q1b. What times of the day do you typically…during week?

         Watch TV       Read Newspapers                  Read Magazines                      Listen to Radio             Use the Internet
                                                                        74%
   59%                                                                          65%
                                58%
         49%                          52% 48%                                          45%
                                                     39%                                                          41%
                                                                                                29%                     29%
               19%                                           23%                                            22%
                     11% 11%                                                                                                13% 11%
                                                                                                                                      4%

  'When you wake up' (6am 'During the Day' (10am -                         'During the Evening'                   'During the Night' (9pm -
          - 10am)                 5.30pm)                                     (5.30pm - 9pm)                                6am)

                                                                                                                      75%

                                52%                                        49%
  46%                                 44% 41%                                      43%                                      46%
                                             34%
      30%                                                  28%                             30%                                 31%
                                                                                              23%
                                                                                                            17%                      18%
            11%
                  7% 6%                                                                                                                    7%


'When you wake up' (6am -      'During the Day' (10am -                      'During the Evening'                    'During the Night' (9pm -
         10am)                         5.30pm)                                  (5.30pm - 9pm)                                 6am)
                                  [Base: All Respondents in Europe and in Spain using each type of media]



                                                                                                                                                 13
Personal Usage Drives Weekend Internet
Use up 17%
Q1a In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?


                             Year-on-year change
                                                                                                          Sat   Sun
       Netherlands          +38%                                                                    66%
                                                                                                          59%   58%
       Sweden               +16%                                                                   65%
                                                                                                          61%   59%
       Norway               +14%                                                                   64%
                                                                                                          58%   58%
       Denmark               +7%                                                                  62%
                                                                                                          59%   57%
       France               +21%                                                            51%
                                                                                                          48%   42%
       Belgium              +23%                                                          49%             46%   38%
       UK                   +14%                                                          48%             44%   39%
       Germany              +10%
                                                                                    43%                   38%   35%
       Europe               +17%
                                                                                    42%

       Spain                +46%
                                                                             35%                          32%   28%
       Italy                 +6%                                                                          15%   11%
                                                       17%                       European
                                                                               Average = 42%
                                                [Base: All Respondents in Europe]



                                                                                                                      14
Internet Users in Spain go Online More at
the Weekend
Q2a/3a In a typical weekend can you tell me if you use the internet?




      2006




                                  71%
                                                       51%
                                                                                37%        42%
                35%
                                                                                                   29%



              Average            16-24                25-34                     35-54      Men    Women


  2005
                 24%              55%                  35%                      20%        30%    18%
  Score

   %
                +46%              +29%                +46%                      +85%       +40%   +61%
 Change



                                          [Base: All Spanish Internet Users Respondents]



                                                                                                          15
Over Half Use the Internet Every Day in
Spain
Q4. In a typical seven day week, on how many days do you use the internet?



                                          Spain                         Europe


                                 % using the internet every day                           62%
                       58%
                              53%         52%
    51%                                                                                           51%
                                                     47%
           45%                                                        45%
                                                                                 42%
                                                                                                        38%   38%




      Average          16-24 years         25-34 years                 35-54 years          Men          Women




                                        [Base: All Spanish and European internet users]




                                                                                                                    16
Europeans Are Online More Than 5 Days
Per Week
Q4. In a typical seven day week, on how many days do you use the internet?



                         Internet users in Spain are online 5.7 days a week
            6.1        5.9            5.8           5.7           5.7           5.6              5.4             5.4       5.3
                                                                                                                                        5.0
                                                                                                                                                      4.8




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                                                             [Base: All European internet users]


                                                                                                                                                            17
Internet Still Growing While TV Stagnates
Q4. In a typical seven day week, on average how many days do you use TV/internet?



                                                    TV                                                                                                                       Internet

                            7                                                 100                                                                        7                                                   100




                                                                                                                                                                                                                   % using Internet between 5 and 7 days per week
                                                6.2 days           6.2 days




                                                                                    % using TV between 5 and 7 days per week
                                6.0 days
                            6                                                                                                                            6
                                                                              80                                                                                              5.2 days            5.4 days   80
                                                   86%               86%
                                 82%                                                                                                                         4.9 days
  Number of days per week




                                                                                                                               Number of days per week
                            5                                                                                                                            5
                                                                                                                                                                                                     72%
                                                                              60                                                                                                 69%                         60
                            4                                                                                                                            4
                                                                                                                                                              61%
                            3                                                                                                                            3
                                                                              40                                                                                                                             40

                            2                                                                                                                            2

                                                                              20                                                                                                                             20
                            1                                                                                                                            1


                            0                                                 0                                                                          0                                                   0
                                 2004              2005              2006                                                                                     2004               2005               2006

                                        [Base: All TV viewers in Europe                                                                                             [Base: All internet users in Europe]




                                                                                                                                                                                                                                                                    18
How Long Europeans Spend Online


 The average European internet user spends 11 hours and 20 minutes online each
 week

 The numbers of hours Europeans spend online is having a direct effect on the
 amount of time they spend using other media

 In Spain internet users spend 12.1 hours online per week, 9% since 2005

     25-34 year olds in Spain spend the most time online and are driving growth




                                                                                  19
Europeans Spend Over 11 Hours Online
Per Week
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?


                                                                                                                                       2005: 10.2,
                                                                                                                                       + 11% Year-on-Year
                                          12.6
Average Number of Hours Per Week




                                                     12.1       12.1         12
                                                                                       11.4           11.3           11.3
                                                                                                                                      11            10.9
                                                                                                                                                                  10.4      10.3




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                                                                                      [Base: All European internet users]



                                                                                                                                                                                   21
                    Time Spent Using the Internet Growing at the
                    Expense of Other Media
               Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the
               radio/using the internet?




                                          +6%
                                                                +14%
                                          15.4   15.3
Average number of hours per week




                                   14.5                         14.9   14.8
                                                         13.0                               +28%
                                                                                                      11.3
                                                                                             10.2
                                                                                    8.8
                                                                                                                           -2%
                                                                                                                                             -11%
                                                                                                                     5.3   5.3   5.2
                                                                                                                                       4.5   4.2    4.0




                                   Watch television     Listen to the Radio         Use the Internet               Read Newspapers     Read Magazines

                                                                                2004          2005          2006
                                                                              [Base: All European users of each media]



                                                                                                                                                          22
                                   Time Spent Using the Internet Growing at
                                   the Expense of Other Media
               Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the
               radio/using the internet?




                                                                                  2004        2005        2006
Average number of hours per week




                                            -2%                   -4%
                                                                 14.5
                                                                                             +20%
                                           14.1           14.0
                                    13.2          13.0                  13.4
                                                                                                        12.1
                                                                                              11.1
                                                                                    10.1
                                                                                                                           -2%
                                                                                                                                                 -5%
                                                                                                                         5.1   5.1   5.0
                                                                                                                                           4.0    3.6   3.8




                                    Watch television     Listen to the Radio         Use the Internet                Read Newspapers       Read Magazines




                                                                               [Base: All Spanish users of each media]



                                                                                                                                                              23
Broadband Changes How Europeans
Live Their Lives

 71% of Spanish internet users now use broadband at their main point of internet
 connection

 Broadband penetration is up +14% across Europe year-on-year

 More than 70% of internet use is personal or for leisure purposes

 The Internet is increasingly viewed as time-saving and as putting you ahead of the
 game more than other more traditional media




                                                                                      24
Broadband Penetration up 14%
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?

                                                                                                     Year-on-year
                                                                                                       change

   France                                                                                      87%
                                                                                                        +7%
   Norway                                                                                     85%
                                                                                                        +4%
   UK                                                                                        84%
                                                                                                        +20%
   Sweden                                                                                    84%
                                                                                                        +8%
   Denmark                                                                                   84%
                                                                                                        +11%
   Belgium                                                                                   83%        +8%
   Europe                                                                              75%              +14%
   Netherlands                                                                     74%                  +23%
   Spain                                                                          71%                   +3%
   Italy                                                                         68%                    +8%
   Germany                                                               60%                            +18%

                                                    [Base: All internet users]




                                                                                                                    25
  Internet Seen as a Personal Leisure Tool
  Across the Union
  Q12. What proportion of typical weekly internet usage is personal and what percentage is work related?



                                           Work-related                                 Personal




                                                                                                   65%       65%      63%          61%
     76%         75%        74%       73%             72%               72%             72%




                                                                                                   35%       35%      37%          39%
     24%         25%        26%       27%             28%               28%             28%
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                                                                                                                                         26
    The Internet Provides Spanish What They Want
    When They Want it
Q5g. Which one type of media do you think fits best with this statement?


                      TV              Newspapers                       Magazines                        Radio             Internet
                               47%                                44%
                                                                                                                                           36%
                                                                                  29%                      28%      27%
         23%                             22%
                         12%                                                               14%                            15%
               9%                              11%          9%                                        8%                             11%
                    2%                                4%                                         2%                             2%

         Provides what you want        Has what you want when you                     Puts you in control          Keeps you ahead of game
            quickly/saves time                   want it


                            45%                               47%



      24%                                                                      25%                      26%            26%
                                       21%
                      18%                                                                                        16%              18% 20%
                                                        13%                                       13%
                                                                                     10%
            5%                               6%
                 1%                               1%                                         1%                              3%


      Provides what you want         Has what you want when you                   Puts you in control            Good for when brain most
         quickly/saves time                    want it                                                                    active

                                                  [Base: Spanish and all European users]


                                                                                                                                                 27
Web 2.0 Driving Next Wave of Internet
Usage

 Social Networking and establishing personal connections looks set to drive the next
 wave of internet growth

 Forum, VoIP and Instant Messaging all saw significant increases since 2005 as the
 internet becomes a more ingrained point of Europeans’ lifestyles, with significant
 growth in Spain

 Social Networking sites such as Spaces, MySpace and Bebo included in Mediascope
 for the first time are being used at least once a month by 23% of online Europeans;
 they are used by 21% of online Spanish

 Significant growth is also observed in top website genres including email, technology
 sites, news and local information




                                                                                         28
Interactive & Web 2.0 Sites Drive Usage
Q7b. Which of the following types of web activities do you do at least once a month?


       Social Networking websites used at least once a month by 23% of online Europeans


                                          2006                       2005                    Year-on-year
                                                                                     Trend
                                          Score                      Score                      trend

   Making telephone calls via
                                           15%                        10%                        50%
   the internet

   TV & Film downloads                     17%                        13%                        31%

   Forums                                  26%                        20%                        30%

   Listening to the radio                  30%                        24%                        25%

   Instant Messaging                       37%                        32%                        16%

   Music Downloads                         31%                        29%                        7%



                                               [Base: All European internet users]




                                                                                                            29
Using the Internet to Make Telephone
Calls Shows Significant Growth in Spain
Q7b. Which of the following types of web activities do you do at least once a month?

     21% of internet users in Spain use social networking websites at least once a month




                                           2006                        2005                  Year-on-
                                                                                    Trend
                                           Score                       Score                year trend
     Making telephone calls
                                            11%                           4%                  175%
     via the Internet
     TV & Film downloads                    39%                          26%                  50%

     Forums                                 36%                          27%                  33%

     Listening to the radio                 39%                          28%                  39%

     Instant Messaging                      64%                          55%                  16%

     Music Downloads                        58%                          47%                  23%




                                               [Base: All Spanish internet users]




                                                                                                         30
Spanish Internet Users Use Instant Messenger and Download
Music, TV & Films More Than the Average European
   Q7b. Which of the following types of web activities do you do at least once a month?



    64%                                                    Spain                    Europe
                        58%




                                              39%                                                                    39%
             37%                                                            36%
                                 31%                        30%
                                                                                            26%

                                                                                                                            17%
                                                                                                            15%
                                                                                                    11%




  Instant Messaging Music Downloads          Listening to the                   Forums            Making Telephone    TV & Film
                                                  Radio                                             Calls via the    Downloads
                                                                                                       Internet

                                          [Base: Spanish and all European internet users]



                                                                                                                                  31
In Spain Use of Local Information, music and Film
Websites Has Increased Significantly Since 2005
           Q7a. Which of the following types of websites do you visit at least once a month?



                 92%
                          86%
                                                                           2005              2006
                                  75%
                 88%
                          83%                                    69%
                                         63%               63%
                                               60%
                                                                                                             55%
                                  67%                                                    51% 49%
                                         58%                     56%
                                               55% 36%                                                             34% 35% 37%
                                                           50%
                                                                         28%                                                               28%
                                                                                           39% 38%           41%                     21%
                                                     35%                                                                 35%
                                                                                                       18%
                                                                                                       27%         31%                           14%
                                                                   23%           11%                                           29%
                                                                                                                                           22%   18%
                                                                                                                                     16%
                                                                               9%
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                                                                  [Base: All Belgian internet users]



                                                                                                                                                   32
     Music, Sport and Film Websites are Significantly
     More Popular in Spain
           Q7a. Which of the following types of websites do you visit at least once a month?



                 92%
                          86%
                                                                          Europe                Spain
                                  75%
                 88%
                          85%
                                         63%               63%
                                               60%
                                                                 69%                                            55%
                                                     50%                                  51%       49%
                                  63%                              47%
                                         53%         36% 51%               38% 36%                        38%         34% 35% 37%
                                               49%
                                                                                                                                          28%
                                                                                            38% 40%                                 21%
                                                                                                                34%                             18%
                                                                          28%                             27%                 32%
                                                                                                                      28% 29%
                                                                                                                                    23% 22% 22%
                                                                                     11%
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                                                        [Base: Belgian and all European internet users]



                                                                                                                                                      33
Key Findings

 54% of all Europeans use the internet during the week, 48% in Spain (+23% year on
 year)
 45% of all European internet users go online every day of the week, rising to 51% in
 Spain
 Europeans now spend over 11 hours per week online with Spain spending 12.1 hours
 online per week, well above the European average
 Broadband penetration is up 14% across Europe year-on-year (75%), 71% of
 Spanish internet users use broadband at their main point of internet connection
 70% of Europeans spend the majority of their time online for personal reasons, less
 so for work.
 Consumer confidence towards the internet is high with nearly half of Europeans
 choosing the internet as their preferred media to find what they want quickly, in Spain
 44% of respondents find that the internet has what they want when they want it
 Social Networking websites are used by nearly a quarter of Europeans, at least once
 a month, 21% of Spanish internet users already visit social networking websites




                                                                                           34
ONLINE SHOPPERS
Online Shoppers – Age Profile

                                               Spain          Germany               UK
33%
                                  30%
                    27%
                                                  26%
                                                          23%
                          22%
      20%                                 20%
                                                                                    17%
                                                                             16%
                                                                     13%
              12%                                                                                           12%
                                                                                                    9%
                                                                                               6%                      6%    6%

                                                                                                                  1%


      16-24               25-34                  35-44                      45-54                   55-64              65+


                                        [Base: Online Shoppers in Germany, the UK and Spain]




                                                                                                                                  36
Online Shoppers – Growing Conversion Rates


 78% of all European internet users shop online

 European online shoppers are now buying more from their browsing on the internet

     Concert/Festival tickets are currently seeing the highest conversion rate (75%)
     Travel tickets (72%), books (71%) and clothes (70%) are also enjoying high conversion rates

 Increasing consumer confidence in specific retail sectors

     Mobile phones have seen the biggest growth in conversion rates year-on-year (+23%)
     Music downloads (+16%), car accessories (+15%) and home furnishings (+14%) also have
     significant growth rates

 Travel Tickets, holidays and books are most bought products online




                                                                                                   37
78% of European Internet Users Have
Bought Products/Services Online
Q16. Have you ever bought online any of the following products/services?


   • In Spain 68% of internet users shop online
                                                 93%
                                                           89%
                                                                          84%      84%           83%            82%                                                  European
    % of internet users who shop online




                                                                                                                           75%                                       Average:
                                                                                                                                                                     78%
                                                                                                                                     68%             67%

                                                                                                                                                               54%
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                                                                                       [Base: All Online Shoppers ]


                                                                                                                                                                         38
Increasing Confidence in Purchasing Mobile
Phones and Music Downloads Online
Q15/Q16. Have you ever researched/bought online any of the following products/services?

    Top 10 Products With Biggest Growth in Conversion Rates Year-on-Year

                                                             2006           2005          Year-on-Year Growth

                                                                                           75%
                                                                                                    67%
                                                                                                                                                   61%
                                                                                                          58%                                             56%
                                                                         54%                                           55%
                         52%                                                                                    52%          50%     50%
                                         47%                                    48%                                                        46%
                               45%
                                               41%     40%
           38%
                                                              35%
                  31%
                23%
                          16%                15%         14%                 13%                12%           12%          10%            9%             9%
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                                                                     [Base: All Online Shoppers ]


                                                                                                                                                                39
  Travel Tickets, holidays and books are most
  bought products online across Europe
   Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?

Top 10 Products Bought Online in Europe

         Product/service                Bought online                  Researched      Researched online but
                                                                         online       sometimes bought offline
  Travel tickets                              52%                             72%                  39%
  Holidays                                    38%                             70%                  38%
  Books                                       37%                             53%                  33%
  Concert/Festival tickets                    37%                             49%                  28%
  Clothes                                     31%                             45%                  28%
  Electrical Goods                            30%                             52%                  39%
  CDs                                         25%                             41%                  27%
  DVDs                                        22%                             32%                  21%
  Theatre/Cinema tickets                      21%                             36%                  24%
  Music Downloads                             20%                             38%                  19%
  Insurance                                   14%                             28%                  16%
  Toys                                        13%                             20%                  14%
                                                   [Base: All Online Shoppers ]



                                                                                                                          40
  In Spain Online Shoppers are Likely to Buy
  Convert/Festival Tickets Online
   Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?

Top 10 Products Bought Online in Spain

        Product/service                Bought online                    Researched      Researched online but
                                                                          online       sometimes bought offline
  Travel Tickets                             55%                               83%                49%
  Holidays                                   36%                               77%                49%
  Concert/Festival Tickets                   30%                               47%                32%
  Theatre/Cinema Tickets                     26%                               51%                35%
  Music Downloads                            25%                               62%                39%
  Books                                      19%                               48%                36%
  Electrical Goods                           15%                               43%                33%
  Film Downloads                             13%                               36%                22%
  Car Hire                                   12%                               21%                11%
  CDs                                        11%                               46%                38%
  Clothes                                    10%                               28%                23%
  Food/Grocery Shopping                       9%                               18%                14%
                                                [Base: All Online Shoppers in Spain]



                                                                                                                          41
      Music Downloads are Particularly
      Popular in Spain
Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?



                    62%
                                                                  Germany                 UK         Spain

                                                 51%
                        55% 48%                                                                48%
                                                                41%
                                                                                 38%
                                      36%        44%                                                         35%          35%
                                                                39%                            40%                                        28%
                    37%                                            30% 36%                                                                               25%
                                  30%                                                                                     21%                            23%
                                                                                                                                   26%
                                                                                                             26%                               20%
                                                      19%
                                                                                                   15%
                                                                                    10%                        11%                                     15%
                                                                                                                                 6%


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                                                                                                                                                               42
Out of the Top Five Bought Online Products Four of
them were more Popular with Female Online Shoppers
Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?

   Electrical Goods are much more
   popular with male online shoppers
   (37%) than female (22%)
                                                                   Men         Women

          52%      52%


                                          39%                          39%                         40%
                                 38%                                                                               38%
                                                          36%
                                                                                           34%

                                                                                                            26%




          Travel Tickets           Holidays                    Books                     Concert/Festival     Clothes
                                                                                            Tickets



                                                [Base: All male and female Online Shoppers ]



                                                                                                                              43
Online Shoppers – Items & Spend


 European Online Shoppers bought an average of 10 items online in just six months in
 2006 – an Increase of 11% since 2005

     In Spain the number of purchases online shoppers make on the internet has increased +25%
     year-on-year

 European online shoppers spent an average of €750 online in a six month period in
 2006

     Online shoppers in Spain spent €452 online




                                                                                                44
UK Buys Most Items Online
 Q18. In the last six months, how many purchases would you say you have made on-line?




                                             18
 Average Number of Items Bought Online




                                                            11
                                                                           10              10
                                                                                                     9
                                                                                                                    8
                                                                                                                                   7            7           7
                                                                                                                                                                          6
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                                                                                                                                                                                          45
           In Belgium and Italy Female and Male Online Shoppers
           Make an Equal Number of Purchases Online
                                        Q18. In the last six months, how many purchases would you say you have made on-line?



                                           19
Average Number of Items Bought Online




                                                17                                               Men                    Women


                                                       12          12
                                                            11                 11
                                                                                                               10
                                                                                    9      9
                                                                                                          8             8                 8
                                                                         7                                                                           7    7
                                                                                                 6                                                              6   6
                                                                                                                               5              5                             5
                                                                                                                                                                                4
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                                                                                        [Base: All male and female Online Shoppers ]


                                                                                                                                                                                    46
   Online Shoppers Spend an Average of
   €750 Online in Just 6 Months
Q19. In the last six months, approximately how much money would you say you spent in total on all your on-line purchases?



                                                    € 1,406
           Average Amount Spent Online (€)




                                                              € 1,201
                                                                          € 1,159
                                                                                      € 1,013

                                                                                                   € 790
                                                                                                                 € 750
                                                                                                                                 € 681

                                                                                                                                            € 521    € 509
                                                                                                                                                                € 454    € 452
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                                                                                                                                                                                 47
Online Shoppers – European Bargain
Hunters

 Online shoppers visit significantly more Auction, Price Comparison and Banking and
 Finance websites

 Auction sites are most popular amongst online shoppers in Germany (62%)

 Dutch online shoppers are the biggest bargain hunters with more than half (54%)
 using price comparison websites

     30% of Spanish online shoppers visit price comparison sites




                                                                                      48
           Online Shoppers Visit Significantly More, Auction,
           Price Comparison and Banking and Finance Websites
           Q7a. Which of the following types of websites do you visit at least once a month?


                 91% 88%

                 88% 85%                                         Online Shoppers                    European Average
                         67%
                                          57%
                                                53% 56% 54%
                                                                      50%
                                  63%
                                                                               41% 40% 43% 43%
                                          53%                                                                     36%             34%
                                                49% 50% 51% 47%
                                                                                                                        29% 29%
                                                                                       40% 38%                                          25% 24% 24%
                                                                               36% 38%         34%                                32%
                                                                                                                        28% 29%
                                                                                                                                        23% 22% 22%
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                                                             [Base: All internet users and all online shoppers]




                                                                                                                                                      49
       30% of Online Shoppers in Spain Use
       Price Comparison websites
       Q. Which of the following types of websites do you visit at least once a month?



                                                           Auction           Price Comparison



        62%
                                                     54%
                     49%                                             48%
       50%                                                                                                        50%
                                                                                   42%
                                     37%             36%                                                                     39%
                                                                 32%                              30%
                    42%                                                        30%                            29%
                                                                                                                            26%
                                                                                                                                          30%
                                                                                                                                        14%
                                     25%
                                                                                                 20%
                 UK




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                                                               [Base: All Online Shoppers ]




                                                                                                                                                50
Online Shoppers – Internet Usage

 Online shoppers spend nearly 12 hours online per week, compared to the European
 average of 11.

 82% of online shoppers use the internet at the weekend, compared to 79% of all
 internet users

 Online shoppers spend less time doing numerous activities as a result of the internet
     38% of online shoppers watch less TV


 Nearly three quarters of online shoppers find that the internet provides what they
 want when they want it




                                                                                         51
                                   Online Shoppers in Spain Spend Significantly
                                   More Time Online
                                   Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
Average Number of Hours Per Week




                                                                                     European Average                    Online Shoppers

                                       13.7
                                                     13.3
                                                                 13.0         12.8
                                                                                             12.4
                                                                                                               11.9             11.8
                                                                                                                                              11.4           11.4
                                                                                                                                                                           10.7
                                                                                                                                                                                         10.5




                                       12.1          12.6            12       12.1           11.4            11.3               11            11.3           10.9          10.4          10.4




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                                                                                                                                                                                                52
Online Shoppers Spend Less Time Watching
TV and Listening to the Radio
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?



                                                             TV                                                                                     Radio

                                     24                       Online Shoppers                                                           24          Online Shoppers
                                                              European Average
  Average Number of Hours per Week




                                                                                                                                                    European Average




                                                                                                     Average Number of Hours per Week
                                     18                                                                                                 18
                                                                  15.4                 15.3
                                             14.5                                                                                                     14.9             14.8
                                                                                                                                             13.0
                                     12      13.6                 13.9                 13.7                                                           14.4             14.2
                                                                                                                                        12
                                                                                                                                             12.3


                                     6                                                                                                  6




                                     0                                                                                                  0
                                             2004                 2005                 2006                                                  2004     2005         2006

                                [Base: All TV viewers in Europe and online shoppers who watch TV]   [Base: All internet users in Europe and all online shoppers who use the internet]




                                                                                                                                                                                        53
    Online Shoppers Spend Less Time Watching TV
    as a Result of the Internet
Q20b Which of the following do you less often (not through the internet) as a result of using the internet?




                                                   Online Shoppers                       Average Internet User
           38%
                  35%


                        26%
                              24% 25% 23% 25% 23% 25% 23%
                                                                           21% 20% 20%                    20%
                                                                                                 18%            18% 18% 17% 17%     18%
                                                                                                                                16%     16%
           TV




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                                              [Base: All European Internet users & All Online Shoppers]




                                                                                                                                              54
         Online Shoppers Use the Internet More at
         Weekends
         Q2a/3a. On a typical weekend, can you tell me if you…?




                                                         Online Shoppers               All Internet Users

   92% 90%
                   88% 86%   88% 86%      88%
                                                85%     83%               83%
                                                               81%              81%       82%               81% 80%
                                                                                                 79%
                                                                                                                        76% 74%   77% 77%


                                                                                                                                             62%

                                                                                                                                                    52%




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                                                [Base: All European Internet users & All Online Shoppers]




                                                                                                                                                      55
Nearly three quarters of online shoppers find that the
internet provides what they want when they want it
 Q5g. Which one type of media do you think fits best with this statement?

                                  Online Shoppers Using All Types of Media
                      TV          Newspapers                        Magazines                          Radio             Internet
                           74
                                                  71




                                                                                  48                               49
     %




                                                                                                                             36
                                                                                                                                         33


                                                             19                                       19
                                                                                               17
                                                                   14
          9                      10                                                                            9         8        8 10
              6        7              7
                                              5                               4
                  2                       3                              3                                 3


         Provides what you      Has what you want           Puts you in control               Keeps you ahead of        Good for when brain
         want quickly/saves      when you want it                                                   game                   most active
                time



                                                  [Base: All Online Shoppers using all media types]




                                                                                                                                              56
Key Findings


 78% of all European internet users have shopped online, 68% have in Spain
 Concert/Festival Tickets have the highest conversion rates
 Online shoppers confidence in buying mobile phones online has increased
 significantly
 Travel tickets are the most popular product for European online shoppers to buy
 through the internet, and the same for Spain
 European online shoppers spent on average €750 online and bought 10 items online
 in just 6 months, online shoppers in Spain spent €452
 Online shoppers visit more auction, price comparison and banking and finance sites
 than the average internet user, in Spain 30% of online shoppers visit Auction
 websites
 Online shoppers spend more time online and consequently spend less time doing
 other activities




                                                                                      57
             Thank you!
   For further information please contact:

               Alison Fennah

European Interactive Advertising Association
             afennah@eiaa.net

								
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