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Ireland Results

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

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Ireland Results

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  1. Ireland Results Magazines Ireland September 2012 Sponsored by:

  2. 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

  3. 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

  4. Finland Norway Russia Sweden Denmark Poland UK Ireland Ukraine Germany Slovakia Romania Netherlands Czech Republic Hungary France Ireland 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

  5. The Media evolution 2.9m Irish are online Total adult Ireland population of 3.7 million Base: All Irish respondents n=1,003

  6. 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 13.5hrs 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

  7. The Ireland media consumption landscape Penetration TV EU: 95%, WE:94%, NE:95%, SE:97%, CEE:95% 96% Online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% 80% Radio EU: 64%, WE:82%, NE:85%, SE:68%, CEE:48% 90% Newspapers EU: 62%, WE:70%, NE:82%, SE:59%, CEE:56% 80% Magazines EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39% 47% Base: All Irish respondents n=1,003

  8. The Ireland media consumption landscape Hours per week used TV EU: 16.8 WE:16.0, NE:14.0, SE:16.7, CEE:17.7 15.4hrs Online EU: 14.8 WE:14.0, NE:14.8, SE:13.8, CEE:16.1 13.5hrs Radio EU: 12.7 WE:13.4, NE:13.5, SE:10.6, CEE:12.9 14.6hrs Newspapers EU: 4.6 WE:4.8, NE:4.9, SE:4.2, CEE:4.6 5.5hrs Magazines EU: 4.0 WE:4.0, NE:3.6, SE:3.5, CEE:4.2 3.7hrs 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

  9. 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

  10. Internet becomes ‘all consuming’ media device 66% EU: 67% WE:61% NE:67% SE:64% CEE:73% of Internet users listen to the radio online 9% listen to the radio online at least daily A further 15% listen at least weekly 89% EU: 91% WE:86% NE:94% SE:91% CEE:96% of Internet users read news online 35% read news online at least daily A further 25% read news at least weekly Base: All Internet users n=979

  11. Internet everywhere by any means 0.4m Irish use a Tablet to go online Base: All Irish respondents n=1,003

  12. 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

  13. The alternative ways of going online 1.2m Irish go online using a mobile • 32% of Irish (EU:21%) • Spend on average 9.2 hours per week (EU:9.4hrs) • 89% use their mobile to go online during the day 0.4m Irish go online using a tablet • 12% of Irish (EU:8%) • Spend on average 8.2 hours per week (EU:9.3hrs) • 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

  14. The alternative ways of going online 0.4m Irish go online using a games console • 10% of all Irish (EU:6%) • Spend on average 4.4 hours per week (EU:6.8hrs) • 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

  15. Advancing technologies in household EU Ireland WE:62%, NE:63%, SE:63%, CEE:63% Home desktop computer 62% 51% Laptop computer 56% 80% WE:68%, NE:77%, SE:58%, CEE:46% Netbook computer 14% 20% WE:16%, NE:11%, SE:16%, CEE:11% WE:13%, NE:13%, SE:7%, CEE:7% Tablet Device 9% 14% E-Reader 6% 14% WE:10%, NE:2%, SE:3%, CEE:5% HDTV 35% 48% WE:50%, NE:48%, SE:32%, CEE:24% Internet enabled TV 16% WE:19%, NE:20%, SE:12%, CEE:16% 12% Base: All Irish respondents n=1,000

  16. 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

  17. Relationship between content consumption on TV and online 2.8 hours per week across Ireland (EU:2.8hrs) 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%state the online activity is likely to be related to the TV programme they are watching EU: 33% Base: All Irish respondents n=1,000, All who use TV and Internet at the same time n=665

  18. Relationship between content consumption on TV and online Ireland Programme Genre likely to be watching EU Entertainment WE:65%, NE:62%, SE:71%, CEE:60% 70% 63% News WE:52%, NE:47%, SE:56%, CEE:70% 46% 61% Documentary WE:41%, NE:35%, SE:33%, CEE:31% 44% 35% Sport 30% 31% WE:32%, NE:27%, SE:28%, CEE:31% Music 19% 27% WE:28%, NE:21%, SE:23%, CEE:27% WE:23%, NE:25%, SE:13%, CEE:14% Lifestyle 28% 18% WE:15%, NE:16%, SE:14%, CEE:10% Adverts/Advertising 10% 13% Base: All Irish respondents n=1,000, All who use TV and Internet at the same time n=665

  19. 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

  20. 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

  21. 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 22% 42% of all Irish Internet users are more likely to buy a product of a brand that they follow on a social networking site of all Irish 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 n=979

  22. 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

  23. Internet influence on purchase decisions for products EU Ireland The Internet is important when deciding to purchase Travel tickets 76% 57% Electrical goods 54% 57% Holidays 73% 53% Mobile handsets/contracts 57% 50% Financial products or services 50% 47% Cars 49% 44% Clothes and accessories 40% 41% Insurance 67% 39% Toiletries/ Cosmetics 24% 35% Health products 31% 35% Home furnishings 28% 35% Base: All Internet users n=979

  24. 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

  25. of all Irish Internet users state the internet helps them keep in touch with friends or relatives Benefits users get via digital 91% of all Irish Internet users state the internet helps them manage their lifestyle 54% of all Irish Internet users state the internet helps them manage finances 70% of all Irish Internet users state the internet helps them book holidays or make travel arrangement EU: 81% WE:83% NE:85% SE:79% CEE:80% EU: 44% WE:51% NE:62% SE:35% CEE:40% EU: 43% WE:54% NE:61% SE:44% CEE:32% 74% EU: 63% WE:62% NE:66% SE:61% CEE:64%

  26. 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

  27. Online is essential for entertainment 69% of all Irish are online during the primetime evening TV slot 73% of all Irish 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 Irish respondents n=1,003

  28. Online is essential for entertainment EU Ireland Entertainment Activities Ever Carried Out WE:77%, NE:86%, SE:83%, CEE:83% 86% Watch video clips 81% WE:61%, NE:67%, SE:64%, CEE:73% 66% Listening to radio 67% WE:52%, NE:65%, SE:66%, CEE:77% 55% Listening to music online 66% Watch a film WE:52%, NE:60%, SE:63%, CEE:80% 56% 66% WE:51%, NE:69%, SE:54%, CEE:68% 66% Watch online TV 60% WE:49%, NE:59%, SE:62%, CEE:67% 57% Watch live events 59% WE:47%, NE:47%, SE:52%, CEE:69% 61% Music downloads 57% WE:43%, NE:45%, SE:55%, CEE:66% 38% Online gaming 55% WE:55%, NE:63%, SE:40%, CEE:57% 75% Use catch up or on demand TV 54% 51% WE:39%, NE:49%, SE:54%, CEE:62% Download video clips 52% WE:36%, NE:39%, SE:56%, CEE:63% 44% Download a film 51% WE:38%, NE:45%, SE:44%, CEE:53% 46% Download a TV programme 46% WE:37%, NE:42%, SE:45%, CEE:49% 50% Podcasting 43% Base: All internet users n=979

  29. Connectivity via mobile phones increasing engagement 47% EU: 44% WE:47% NE:50% SE:46% CEE:40% of Irish own a smartphone Base: All respondents n=1,000

  30. Activities carried out on mobile phones Activities carried out on weekly basis Ireland EU Communication Send and receive emails 40% 37% Use a personal social network 35% 29% Use a professional social network 10% 13% Entertainment/Info Access internet sites through a browser 33% 35% Download or listen to music 28% 22% Use a mobile phone search engine 27% 30% Download or use an app 23% 24% Download or play games 19% 16% Watch film, TV or video clips 16% 11% Download film, TV or video clips 16% 5% E-Commerce See advertising on an internet site/ app 16% 17% Shop online via web browser 12% 11% Shop online via an app 10% 9% Base: All with an internet capable mobile phone n=812

  31. Instant access to information at consumers fingertips 35% of Irish Internet users visit news websites everyday Base: All internet users n=979

  32. Websites visited Top Websites used at least Daily Top Websites used at least Monthly Ireland EU Ireland EU News Social media 75% 52% 43% 78% Social media News 75% 35% 40% 70% Video Video 68% 20% 18% 67% Banking and Finance Banking and Finance 73% 20% 16% 66% Maps Hobby 51% 11% 15% 61% Local information Sports 57% 12% 12% 60% Other Hobby Forums 48% 9% 11% 58% Films Jobs 44% 10% 11% 52% Music Music 42% 8% 10% 52% Price Comparison Sites Local information 26% 3% 9% 49% Base: All internet users n=979

  33. Internet enriches consumer communication 99% of Irish Internet users communicate through email Base: All internet users n=979

  34. Communicating online Top activities ever carried out Top activities carried out at least Daily Top activities carried out at least Monthly Email 99% 81% 96% Instant message 62% 18% 41% Contribute to forums 55% 7% 29% Blogging 40% 6% 22% EU: 93% WE:94%, NE:93%, SE:93%, CEE:91% EU: 95% WE:97%, NE:97%, SE:97%, CEE:93% EU: 74% WE:77%, NE:68%, SE:73%, CEE:72% EU: 54% WE:43%, NE:41%, SE:62%, CEE:62% EU: 73% WE:63%, NE:65%, SE:79%, CEE:79% EU: 24% WE:18%, NE:17%, SE:30%, CEE:28% EU: 38% WE:32%, NE:27%, SE:40%, CEE:44% EU: 62% WE:54%, NE:55%, SE:65%, CEE:69% EU: 9% WE:7%, NE:4%, SE:8%, CEE:12% EU: 32% WE:25%, NE:28%, SE:41%, CEE:34% EU: 56% WE:43%, NE:49%, SE:63%, CEE:65% EU: 8% WE:5%, NE:8%, SE:10%, CEE:9% Base: All Internet Users n=979

  35. 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% Communication with friends and family on Social media Base: All Internet Users n=979

  36. Communication with friends and family on Social media Top activities carried out at least Daily Top activities carried out at least Monthly 81% 96% Read emails I had received Read emails I had received 49% 80% Read updates/ messages Read updates/ messages 12% 45% Contacted someone specific Contacted someone specific 19% 63% Posted an update Posted an update 11% 51% Played games Commented on photos/ videos 7% 45% Commented on photos/ videos Uploaded photos/ videos 5% 38% Updated my profile Played games 2% 41% Uploaded photos/ videos Updated my profile EU: 77% EU: 91% EU: 42% EU: 80% EU: 22% EU: 63% EU: 17% EU: 53% EU: 17% EU: 49% EU: 10% EU: 49% EU: 8% EU: 48% EU: 6% EU: 43% %s Among Social Networking users Base: All Internet Users n=979

  37. Top activities carried out at least Monthly Top activities ever carried out ‘Liked’/ became a fan of a brand ‘Liked’/ became a fan of a brand 41% 69% Unfriended brand Unfriended brand 36% 11% Complained about a brand/product Complained about a brand/product 55% 21% Complained directly to a company Complained directly to a company 11% 56% Created group for favourite brand/product Created group for favourite brand/product 9% 24% Created group to boycott brand/product Created group to boycott brand/product 7% 19% Communications with brands on Social media EU: 42% EU: 67% EU: 20% EU: 52% EU: 20% EU: 50% EU: 19% EU: 47% EU: 16% EU: 32% EU: 11% EU: 27% %s Among Social Networking users Base: All who use social media n=913

  38. Online plays a key function in the purchase funnel €1,837 million was spent online in Ireland from September – February EU: €187,990m Base: All who use social media n=913

  39. 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

  40. Spend online €685 is the average amount spent per person in Ireland across a 6 month period EU: €544 14 is the average number of purchases made per person in Ireland across a 6 month period EU: 13 €1,837 million spent online in Ireland across a 6 month period EU: €187,990m %s Among Internet users/P6M purchasers Base: All Internet Users n=979

  41. Products purchased Most popular products purchased online Books EU: 43% 53% Clothes and accessories EU: 38% 47% Travel tickets EU: 34% 64% Electrical goods EU: 32% 33% Holidays EU: 28% 54% Toiletries/ Cosmetics EU: 26% 21% Concert, theatre or festival tickets EU: 25% 47% Base: All Purchasing Online in past 6 months n=894

  42. Conversion rates Products with highest conversion CDs EU: 88% 106% DVDs EU: 88% 103% EU: 85% Travel tickets 98% Toys EU: 83% 73% Books EU: 81% 91% Clothes and accessories EU: 78% 85% Concert, theatre or festival tickets EU: 76% 89% Toiletries/ Cosmetics EU: 74% 68% Electricalgoods EU: 70% 59% Cinema tickets EU: 70% 84% Blu-ray discs EU: 67% 100% Car hire EU: 64% 83% Sports equipment EU: 63% 58% Food/grocery shopping EU: 63% 55% Base: All Internet users n=979

  43. To summarise Accessing the internet is no longer solely via traditional computer with people accessing more and more via mobiles, tablets and games consoles 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 Increasingly people are watching TV and using the internet at the same time, growing tablet ownership levels will only drive this media convergence higher

  44. To summarise – Ireland Insights • The Internet is increasingly becoming the channel for consumption of other media – TV, radio, newspapers 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 research online and purchase offline (EU 79%) Internet usage via mobile: Ireland 32% (EU 21%) 97% of all Irish Internet users shop online (EU: 87%) €685 is the average spend pp in Ireland online (6 month period) (EU €554)

  45. THANKS IAB Europemediascope@iabeurope.eu IAB Ireland info@iabireland.ie

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