o 2012 edition
o Widely recognised as the industry standard consumer research study on the European media landscape
o Includes historical data back to 2003
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The total media picture
The total media picture
Online deep diveOnline deep dive
+
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Italy
Russia
SpainPortugal
France
Turkey
Poland
Belgium
UK
Switzerland
Denmark
Sweden
Norway
Germany
Netherlands
Finland
Ukraine
Bulgaria
Romania
Hungary
Ireland
Greece
Croatia
Slovenia
SerbiaAustria
Slovakia
CzechRepublic2012
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Changing media use – TV, Radio, Newspapers, Magazines; InternetoTime spent; Frequency of use; Times of day used
Media multi-taskingoThe development of traditional and new media multi-tasking; Relationship between content consumption on TV and Internet
Online connectivity oInternet use via PC/laptop, mobile/smartphone, tablet, games console; Broadband and wireless penetration
Our relationship with the internetoOnline activities including video consumption and social media; Websites visited; Online subscription services
Mediascope Europe
Content
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
ContentFocus on mobileoMobile and smartphone ownership; Mobile internet activities performed by device
The evolution of e-commerceoProducts/services researched online, bought online and researched online but bought offline; Impact of online research on brand choice; Number of online purchases and amount of money spend on purchases; Percentage of shopping bought online; The online and offline shopping responsibilities of today’s shoppers
Digital Consumers and brandingoWhat people can do more of as a result of the internet; How people connect with brands online
Advancing technologiesoTechnology in household including the adoption of connected TVs
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
BenefitsoMediascope Europe has made a major contribution to the understanding of changing media consumption patterns, the evolving consumer and e-commerce trends
oMediascope Europe is unique in identifying changing media consumption patterns at total population level in online, radio, TV, mobile, newspapers and magazines and doing a deep dive into digital media consumption and e-commerce – all across multiple markets
oThrough the detailed questionnaire the evolution of media multi-tasking and emerging and evolving online media including internet use via mobiles, tablets and game consoles. Video consumption, social media and e-commerce are investigated in depth to give a rounded picture of the interactive consumer
oData from the study can be interrogated by market, demographic or media user group allowing deeper understanding of target groups
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
MethodologyAn Omnibus + Online methodology will be used across all countries totalling 28,500 online interviews and 22,200 omnibus interviews
oA quota of at least 1000 interviews will be applied to each market for the online fieldwork and a quota of 500 – 3000 applied to the omnibus study dependent on market sizeoAn omnibus study is completed to get answers to 5 key metric questions looking at internet, radio, TV, mobile, newspapers and magazines use and the omnibus methodology is a mix of CATI and face-to-face interviews, depending on what is most appropriate for the marketoOnline fieldwork is conducted to deep dive into the online behaviours of internet users - including video consumption, social media and e-commerce
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Sponsors*
Mediascope Europe 2012 is supported by many leading media companies, local IABs
and other trade associations
* The study is produced with the support of members and non-members of IAB Europe and in the case of non-members this does not imply any relationship with IAB Europe other than that of Mediascope Europe sponsor
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Pan-European Sponsors
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Austria
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Belgium
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Bulgaria
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Croatia
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – Czech Republic
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – Denmark
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – Finland
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – France
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – Germany
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Greece
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Hungary
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Ireland
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – Italy
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Mediascope Europe
Local Sponsors – Poland
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – Portugal
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Romania
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Russia
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Serbia
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Mediascope Europe
Local Sponsors – Slovakia
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors - Slovenia
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – Spain
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Mediascope Europe
Local Sponsors – Switzerland
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Mediascope Europe
Local Corporate Sponsors - Turkey
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Mediascope Europe
Local Corporate Sponsors - Ukraine
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