EIAA Mediascope 07

Some interesting figures and key findings from Meidascope 2007 release…

Who? – Mediascope Europe 2007 – Mediascope Europe provides a unique insight into the evolution of TV, Internet, Radio, Newspaper and Magazine consumption across Europe, and the role the Internet plays in people’s lives.

Some interesting points

  • 169 million people now online across 10 European markets
  • Internet users on average spending nearly 12 hours per week online
  • For the first time ever, 16-24 year olds across Europe are now accessing the internet more frequently than they are watching TV
  • 8 out of 10 (81%) of all internet users now use a broadband connection
  • 42% of internet users now communicate via social networking sites at least once a month, putting it in third place (behind only search and email) in terms of most popular online activities
  • The number of people watching TV, film or video clips online at least once a month has grown a massive 150% since 2006
  • The number of people contributing to rating and review sites has seen a growth of 42% since 2006. Over a quarter (26%) now share their thoughts on forums.

Top 5 growth areas (in internet activities)–

+150% Watching Film, TV or Video Clips

+42% Ratings & Reviews

+18% TV & Film Downloads

+17% Podcasting

+15% P2P File Sharing

In short

There is huge potential to engage and interact with a rapidly growing online audience if marketers can fully understand how consumers are spending their time online. For example, internet users are spending much more time interacting with content and new online tools and services: 42% of internet users regularly communicate via social networking sites and 30% of people watching TV, film or video clips online.

16-24 year olds are living the digital world of the future; they spend more time online than they do watching TV and are in complete control of their media consumption. Marketers need to focus on finding the right balance of display advertising, word of mouth and viral marketing in order to effectively engage and communicate with this key target audience.

Marketers need to be aware of how powerful social recommendation on the internet can be. As a result of the increased levels of online interaction, Europeans continue to embrace new online ‘social media’ applications and technologies. 42% of internet users now regularly communicate via social networking sites and the number of people contributing to rating and review sites has seen a growth of 42% since 2006 and over a quarter (26%) now share their thoughts on forums, highlighting the potential power of word of mouth marketing.

Opportunities to create rich media TV and video-style adverts are increasing as
European broadband penetration grows. 81% of European internet users now connect to the internet via a broadband connection and as a result, internet users are able to enjoy a more interactive and engaging online experience.

Marketers need to understand that in order to engage and interact with consumers online, the environment, consumer proposition and advertising need to be relevant and effectively planned in order to reach and resonate with their key audience.

Get the full documentations from EIAA here

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