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Bulgaria Launch Presentation Public @IABEurope

Bulgaria Launch Presentation Public @IABEurope. Background. As part of its research remit, IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape

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Bulgaria Launch Presentation Public @IABEurope

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  1. Bulgaria Launch Presentation Public@IABEurope

  2. Background • As part of its research remit, IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape • 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. Finland Norway Russia Sweden Denmark Poland UK Ireland Ukraine Germany Slovakia Romania Netherlands Czech Republic Hungary France Bulgaria Belgium Turkey Italy Greece Slovenia Spain Portugal Switzerland Austria Serbia Croatia Coverage and Methodology • Fieldwork took place in 28 markets in February 2012 • An Omnibus + Online methodology was used across all countries totalling nearly 50,000 interviews • The application of quotas ensured that representative samples were achieved in each Market • Quotas on age, gender, education and regional distribution were applied • Omnibus research (500) was conducted by TNS and online by Questback/GMI (1000)

  4. Mediascope Europe - Sponsors Mediascope Europe 2012 is supported by over 100 leading media companies, local IABs and other trade associations

  5. Mediascope Europe – Local Sponsors – Bulgaria

  6. The Media evolution 2.9m Bulgarians are online Total adult Bulgaria population of 6.1 million Base: All Respondents n=532

  7. The European TV consumption 14 hours/week in Northern Europe 17.7 hours/week in Central & Eastern Europe 16 hours/week in Western Europe 16.7 hours/week in Southern Europe EU average = 16.8hs Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

  8. The European radio consumption 85% in Northern Europe 48% in Central & Eastern Europe 82% in Western Europe 68% in Southern Europe EU average = 64% Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

  9. The European newspapers consumption 82% in Northern Europe 56% in Central & Eastern Europe 70% in Western Europe 59% in Southern Europe EU average = 62% Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

  10. The European Internet consumption 87% in Northern Europe 55% in Central & Eastern Europe 81% in Western Europe 61% in Southern Europe EU average = 65% Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

  11. The European Internet consumption 14.8 hours/week in Northern Europe 16 hours/week in Bulgaria 16.1 hours/week in Central & Eastern Europe 14 hours/week in Western Europe 13.8 hours/week in Southern Europe EU average = 14.8hs Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,

  12. The Internet evolution 48% of all Bulgarians are online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Bulgarian Internet users spend on average 16.0hrs online per week EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Base: All respondents (Omnibus) n=532, All Internet Users (Omnibus) n=262

  13. Internet becomes ‘all consuming’ media device 85% EU: 73% WE:67% NE:81% SE:65% CEE:81% of Bulgarian Internet users watch TV online 22% watch TV online at least daily A further 32% watch TV at least weekly Base: All Internet Users (Online) n=968

  14. Internet becomes ‘all consuming’ media device 57% EU: 67% WE:61% NE:67% SE:64% CEE:73% of Internet users listen to the radio online monthly 17% listen to the radio online at least daily A further 17% listen at least weekly 89% EU: 91% WE:86% NE:94% SE:91% CEE:96% of Internet users read news online monthly 50% read news online at least daily A further 26% read news at least weekly Base: All Internet Users (Online) n=968

  15. Internet everywhere by any means 0.09m Bulgarians use a Tablet to go online Base: All Bulgarian Respondents (Omnibus) n=532

  16. Increasing choice of Internet access Accessing the internet via the computer is the most popular method – Used by 2.9 million Bulgarians (48% - EU:64%) However 19% of all Internet users in Bulgaria (EU:37%) go online via more than one device Base: All Bulgarian Respondents (Omnibus) n=532, All Internet users n=262

  17. The alternative ways of going online 0.5m Bulgarians go online using a mobile • 9% of Bulgarians (EU:21%) 0.09m Bulgarians go online using a tablet • 1% of Bulgarians (EU:8%) Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47, All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users (Omnibus) n=3

  18. The alternative ways of going online 0.03m Bulgarians go online using a games console • 1% of all Bulgarians (EU:6%) Base: All Respondents (Omnibus) n=532, All Mobile Users (Omnibus) n=47, All Tablet Internet Users (Omnibus) n=7, All Games Console Internet Users (Omnibus) n=3

  19. Media multi-tasking means more active consumers 38% of Bulgarians are online whilst watching TV EU: 48% WE:58% NE:59% SE:39% CEE:44% Base: All TV Users (Online) n=904

  20. Relationship between content consumption on TV and online 3.5 hours per week across Bulgaria (EU:2.8hrs) is spent watching TV and online at the same time (15% (EU:16%) of all time spent watching TV) Among Bulgarians who watch TV and are online concurrently, 33%state the online activity is likely to be related to the TV programme they are watching EU: 33% Base: All Respondents (Online) n=1000, All who use TV and Internet at the same time (Online) n=743

  21. Brand relationships grow via digital touchpoints 53% of Bulgarian Internet users agree that the way a brand communicates online is important Base: All Internet users n=968

  22. 61% of all Bulgarian Internet users are inclined to find out more about products they see advertised online 50% of all Bulgarian Internet users often visit the websites of my favourite brands 39% 53% of all Bulgarian Internet users are more likely to buy a product of a brand that they follow on a social networking site of all Bulgarian Internet users state the way a brand communicates online is important in influencing my opinion of that brand Internet influence on brand choice and purchase decision EU: 46% WE:42% NE:34% SE:48% CEE:49% EU: 47% WE:35% NE:34% SE:45% CEE:59% EU: 30% WE:19% NE:18% SE:29% CEE:42% EU: 41% WE:31% NE:26% SE:41% CEE:51% Base: All Internet Users (Online) n=968

  23. Internet influence on purchase decisions for products 51% of all Bulgarian 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 (Online) n=968

  24. Consumers connecting via multiple touch-points • Among all Bulgarian Smart phone users: • 54% are interested in location-based vouchers (EU:48%) • 47% are interested in downloading a mobile phone app (EU:41%) • 31% are interested in QR codes (EU:32%) • Among all Bulgarian Internet users: • 62% are interested in connecting via social networks (EU:38%) • 43% are interested in viewing video content as part of advertising campaigns (EU:30%) • 29% are interested in uploading video/ images to a brand’s website advertising (EU:24%) Base: All smart phone users n=346, All internet users n=968

  25. of all Bulgarian Internet users state the internet helps them……. Benefits users get via digital 72% 84% EU: 63% WE:62% NE:66% SE:61% CEE:64% EU: 81% WE:83% NE:85% SE:79% CEE:80% keep in touch with friends or relatives manage lifestyle Base: All Internet users n=968

  26. The internet is an entertainer and enabler 38% of Bulgarians are online during the traditional primetime TV evening slot (EU:52%) Base: All respondents (Omnibus) n=532

  27. Online is essential for entertainment 38% of all Bulgarians are online during the primetime evening TV slot 47% of all Bulgarians are online during the weekend EU: 52% WE:67% NE:74% SE:46% CEE:42% EU: 60% WE:76% NE:83% SE:53% CEE:51% Base: All Respondents (Omnibus) n=532

  28. To summarise – Bulgaria Insights • The Internet is increasingly becoming the channel for consumption of other media – TV, radio, newspapers 48% of Bulgarians aged 16+ use the internet Bulgarian Internet usage: 16 hours per week ( 38% of Bulgarians go online while watching TV 9% of all Internet users in Bulgaria go online via more than one device 84% of Bulgarians think the internet is a lifestyle tool 38% of Bulgarians go online during the evening

  29. More themes in Mediascope • Connectivity via mobile phones increasing engagement • Consumers have instant access to information at their fingertips • Internet enriches consumer communication • Online plays a key function in the purchase funnel, online and offline

  30. For more information IAB Bulgaria info@iabulgaria.bg IAB Europemediascope@iabeurope.eu vprm@iabeurope.eu

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