Turkey Launch Presentation Summary #Mediascope IAB Europe Research
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1 Turkey Launch Presentation Summary #Mediascope IAB Europe Research
2 Introduction 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. It is a unique example of cross industry collaboration, led by IAB Europe and supported by many leading media companies, local IABs and other trade associations. Established in 2003, Mediascope Europe launched its 8 th wave of research in The following presentation provides an introduction to the study and a snapshot of the results from Turkey; a full presentation is available. 2
3 Presentation agenda 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
4 Background Mediascope Europe is a comprehensive media consumption study covering the diverse European market with over 50,000 consumer interviews 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
5 Coverage and Methodology Fieldwork took place in 28 markets in February 2012 An Omnibus + Online methodology was used across all countries totalling 51,700 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 was conducted in Turkey by Yontem (1,500) and online by Questback/GMI (1,000) Belgium Portugal Ireland Netherlands Spain UK Norway France Switzerland Denmark Sweden Germany Slovenia Austria Finland Poland Italy Slovakia Ukraine Romania Hungary Croatia Czech Republic Greece Bulgaria Russia Serbia Turkey 5
6 Mediascope Europe Local Sponsors Turkey 6
7 The Media evolution 33.9m of Turks are online Total adult UK population of 57.9 million Base: All respondents (Omnibus) n=1,000 7
8 The Internet evolution 59% of all Turks are online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Turkish Internet users spend on average 18.3hrs online per week EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Increased 79% since 2010 Increased 85% since 2010 Base: All respondents (Omnibus) n=1,000, All internet users n=586 8
9 The Turkish media consumption landscape Penetration TV 97% 1% Since 2010* Online 59% 79% Since 2010* Radio 33% 38% Since 2010* Newspapers 57% 21% Since 2010* Magazines 25% 150% Since 2010* EU: 95%, WE:94%, NE:95%, SE:97%, CEE:95% EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% EU: 64%, WE:82%, NE:85%, SE:68%, CEE:48% EU: 62%, WE:70%, NE:82%, SE:59%, CEE:56% EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39% Base: All respondents (Omnibus) n=1,000 9
10 The Turkish media consumption landscape Hours per week used TV 18.7hrs 19% Since 2010* Online 18.3hrs 85% Since 2010* EU: 16.8 WE:16.0, NE:14.0, SE:16.7, CEE:17.7 EU: 14.8 WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Radio 11.6hrs 23% Since 2010* EU: 12.7 WE:13.4, NE:13.5, SE:10.6, CEE:12.9 Newspapers 5.0hrs 14% Since 2010* Magazines 4.2hrs 0% Since 2010* EU: 4.6 WE:4.8, NE:4.9, SE:4.2, CEE:4.6 EU: 4.0 WE:4.0, NE:3.6, SE:3.5, CEE:4.2 Base: All TV viewers (Omnibus) n=895, All newspaper readers n=702, All magazine readers n=407, All radio listeners n=465, All internet users n=586 10
11 Internet becomes all consuming media device 63% of Turkish Internet users watch TV online at least monthly 17% watch TV online at least daily A further 34% watch TV at least weekly Based on monthly use, the proportion of internet users watching TV online is up 40% since 2010 EU: 73% WE:67% NE:81% SE:65% CEE:81% Base: All internet users (Online) n=985 11
12 Internet becomes all consuming media device 60% of Internet users listen to the radio online at least monthly 18% listen to the radio online at least daily A further 24% listen at least weekly EU: 67% WE:61% NE:67% SE:64% CEE:73% Based on monthly use, the proportion of internet users listening to the radio online is up 233% since % 51% read news online at least daily A further 21% read news at least weekly of Internet users read news online at least monthly EU: 91% WE:86% NE:94% SE:91% CEE:96% Based on monthly use, the proportion of internet users reading news sites is up 65% since 2010 Base: All internet users (Online) n=985 12
13 Internet everywhere by any means 3% of Turks use a Tablet to go online Base: All respondents (Omnibus) n=1,000 13
14 Increasing choice of Internet access Accessing the internet via the computer is the most popular method Used by 32.9 million Turks (57% - EU:64%) However 27% of all Internet users in UK (EU:37%) go online via more than one device Base: All respondents (Omnibus) n=1,000, All internet users (Omnibus) n=586 14
15 The alternative ways of going online 9.0m Turks go online using a mobile (16%) 1.7m Turks go online using a tablet 2.3m Turks go online using a games console Base: All respondents (Omnibus) n=1,000, All mobile internet users n=155, All tablet internet users n=30, All games console internet users n=40 15
16 Media multi-tasking means more active consumers 52% of EU: 48% WE:58% NE:59% SE:39% CEE:44% Turks are online whilst watching TV Increased 63% since 2010 Base: All TV viewers (Online) n=895 16
17 Relationship between content consumption on TV and online Among Turks who watch TV and are online concurrently, 73% EU: 33% state the online activity is likely to be related to the TV programme they are watching Base: All respondents (Online) n=1,013 17
18 Brand relationships grow via digital touchpoints 63% of Turkish Internet users agree that the way a brand communicates online is important Base: All internet users (Online) n=985 18
19 Internet influence on purchase decisions for products 60% of all Turkish 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=985 19
20 The internet is an entertainer and enabler 36% of Turks are online during the traditional primetime TV evening slot (EU:52%) Base: All respondents (Omnibus) n=1,000 20
21 Online is essential for entertainment 36% of all Turks are online during the primetime evening TV slot EU: 52% WE:67% NE:74% SE:46% CEE:42% 56% of all Turks are online during the weekend EU: 60% WE:76% NE:83% SE:53% CEE:51% Base: All respondents (Omnibus) n=1,000 21
22 Connectivity via mobile phones increasing engagement EU: 44% WE:47% NE:50% SE:46% CEE:40% 45% of Turks own a smartphone Base: All respondents (Online) n=1,013 22
23 Instant access to information at consumers fingertips 51% of Turkish Internet users visit news websites everyday Base: All internet users (Online) n=985 23
24 Internet enriches consumer communication 99% of Turkish Internet users communicate through Base: All internet users (Online) n=985 24
25 Communication with friends and family on Social media 92% of all Turkish Internet users have used a personal or professional Social Media website EU: 81% WE:73%, NE:80%, SE:84%, CEE:87% Base: All internet users (Online) n=985 25
26 Online plays a key function in the purchase funnel 139,261million was spent online in Turkey from September February EU: 187,990m Base: All purchasing online in the last 6 months (Online) n=883 26
27 Purchasing online 99% of all Turkish Internet users research online for purchases EU: 96% WE:97%, NE:97%, SE:97%, CEE:93% 23% of all total shopping made is conducted online among Turkish Internet users EU: 19% WE:24%, NE:16%, SE:15%, CEE:16% 92% of all Turkish Internet users shop online EU: 87% WE:94%, NE:94%, SE:88%, CEE:80% %s Among Internet users Base: All internet users (Online) n=985 27
28 Products purchased Most popular products purchased online Books 36% Clothes and accessories 38% Travel tickets 33% Electrical goods 36% Holidays 20% Toiletries/ Cosmetics 26% Concert, theatre or festival tickets 19% EU: 43% EU: 38% EU: 34% EU: 32% EU: 28% EU: 26% EU: 25% Base: All internet users (Online) n=985 28
29 To summarise The Internet is increasingly becoming the choice for consumption of other media TV, radio, newspapers The Internet influences people s perceptions of brands and products, although this could be further maximised Accessing the internet is no longer solely via traditional computer with people accessing more and more via mobiles, tablets and games consoles Increasingly people are watching TV and using the internet at the same time, growing tablet ownership levels will only drive this media convergence higher 29
30 Accessing the data The Internet is increasingly Subscribe and access becoming the choice for Mediascope data! consumption of other media TV, radio, newspapers The Internet influences people s perceptions of brands and products, although this could be further maximised Find out more from IAB Europe or your local IAB Accessing the internet is no longer solely via traditional computer with people accessing Data Presentations more and more via mobiles, tablets and games consoles Executive Summary and Increasingly people are watching TV and using Choices the internet and at IMS the Clear same time, growing tablet Decisions ownership levels will only drive this media convergence higher Data in planning tools e.g. 30
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