Interact 2015, Pawel Kolenda - IAB Poland
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Transcript of Interact 2015, Pawel Kolenda - IAB Poland
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0
1
2
3
4
5
0 5 10 15 20 250
1
2
3
4
5
0 5 10 15 20 25
internet
radio
TV
(Y) Average number of hours per typical day
(X) Average number of days per month
magazines
newspapers
69
63
45
24
22
21
13
8
5
0 25 50 75 100
smartphone
portable PC
stationary PC
tablet
TV device*
traditional mobile phone
smart TV
game console
e-reader
78
72
70
69
68
67
67
66
61
0 25 50 75 100
Slovenia
Turkey
Macedonia
TOTAL
Slovakia
Poland
Serbia
Bulgaria
Romania
32
31
28
26
24
23
21
19
19
0 25 50 75 100
Slovakia
Slovenia
Bulgaria
Romania
TOTAL
Poland
Turkey
Serbia
Macedonia
75
73
70
54
43
42
19
0 25 50 75 100
smartphone
portable PC
stationary PC
tablet
traditional mobile phone
smartTV
game console
0
2
4
6
8
10
12
14
16
18
0 20 40 60 800
2
4
6
8
10
12
14
16
0 20 40 60 80
portable PC
stationary PC
tablet
(Y) Average number of days per month spent online
(X) Access to devices
smartTV traditional mobile phone
smartphone
game console
87
75
65
0 25 50 75 100
TOTAL
TV + internet
internet in a few devices
86
85
84
80
76
75
74
73
69
0 25 50 75 100
Bulgaria
Serbia
Macedonia
Slovakia
Poland
TOTAL
Slovenia
Turkey
Romania
75
74
70
65
65
65
64
61
55
0 25 50 75 100
Macedonia
Turkey
Slovenia
Bulgaria
Slovakia
TOTAL
Romania
Serbia
Poland
41
41
37
24
22
20
20
17
17
15
10
9
0 20 40 60
checking, answering e-mails
using social networking services
browsing websites, surfing
job, school related activities
messaging online (SMS)
searching info about people on TV
searching a product seen on TV
playing games online
visiting program website
reading comments on social media
sharing comments on social media
checking TV critics about the program
41
41
37
24
22
20
20
17
17
15
10
9
0 20 40 60
checking, answering e-mails
using social networking services
browsing websites, surfing
job, school related activities
messaging online (SMS)
searching info about people on TV
searching a product seen on TV
playing games online
visiting program website
reading comments on social media
sharing comments on social media
checking TV critics about the program
48
0 20 40 60 80 100 120 140
searching web pagesusing e-mail
reading articles on portalsusing social networksreading about brands
watching videousing maps, locations
listening to music onlineusing communicators
banking onlinebuying online
visiting forums, blogsusing price comparison sites
job, education relatedplaying games
writing blogs, reviewsinvesting online
PC stationary PC portable smartphone tablet
73
50
32
19
18
18
17
12
8
0 25 50 75 100
internet
friends, family
TV
brand's info
advertising
expert, specialist
print - newspapers
print - magazines
radio
73
50
32
19
18
18
17
12
8
0 25 50 75 100
internet
friends, family
TV
brand's info
advertising
expert, specialist
print - newspapers
print - magazines
radio
70
62
53
49
35
33
31
27
24
0 25 50 75 100
friends, family
expert, specialist
internet
brand's info
print - magazines
print - newspapers
TV
radio
advertising
0
10
20
30
40
50
60
70
80
0 20 40 60 80
(Y) Usefulness
(X) Credibility (top-2 boxes)
internet
friends, family
TV
advertisingexpert, specialist
brand's info
newspapers
magazinesradio
23
22
22
21
18
18
9
9
8
0 10 20 30 40
links in search engines
e-mail advertising
graphic advertising on websites*
presence of brands in SNS*
links in articles
video advertising*
advertising in apps*
pop-up windows*
mobile advertising
48
25
36
39
34
41
31
27
30
28
32
31
32
29
30
30
30
26
17
15
19
15
23
24
23
10
6
6
6
6
7
9
7
11
9
9
9
9
9
10
10
0 20 40 60 80 100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
definitely yes rather yes neither yes, nor no rather no definitely no
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