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Consumer Behaviour
25.04.2013Silver Surfers Closing the Digital Divide Full ReportThis is the sixth Report of the series of Mediascope Monthly Bulletins and Reports analysing adults aged 55+ media habits - usage times, consuming traditional media digitally, media multi-tasking, brand engagement and online shopping.
Download PDF 22.04.2013Digital Confidence: Securing the Next Wave of Digital GrowthThis study explains the next growth wave in the digital life. It explains today's approach to digital confidence, gives a risks and benefits analysis and concludes by a framework for action. Download PDF 14.02.2013Yahoo! Nivea Sun - Special skin protection campaign evaluation surveyYahoo! undertook a research project in the Italian market on a branded content campaign. The topic was the solar product line “Nivea Sun”. The marketing objective of the campaign was to educate women on the protection of the skin during sunbath. The metric used to investigate the effectiveness of the message was the protection factor Mums intended to use for themselves and for their children.
Download PDF 31.01.2013Financial Times Average Daily Global Audience (ADGA) November 2011, assured by PricewaterhouseCoopersThe 'Financial Times Average Daily Global Audience (ADGA) November 2011, assured by PricewaterhouseCoopers' won the Audience Measurement category in the IAB Europe Research Awards 2012.
The FT has been able to establish a single channel neutral audience metric that for the first time measures all the multi media platforms that the FT audience engages with globally on a daily basis.
There is no other audited research source that can do this. ADGA reveals that the FT reaches 2.2m readers every day on one of the 4 platforms and over 300,000 of these readers use more than one FT platform every day, thereby identifying our most loyal and engaged readers around the world.
Leading the industry, ADGA has enabled agencies/clients greater transparency to plan campaigns across multi media platforms for the first time and truly understand the global audience reach of a media owner.
You can access more information about ADGA here: http://www.fttoolkit.co.uk/admediakit/ft_adga.html
Download 04.12.2012Mediascope 2012 Pan-European Launch Presentation Summary
Mediascope Europe is a comprehensive media consumption study covering the diverse European market with over 50,000 consumer interviews.
For more information on Mediascope including how to purchase the data please contact mediascope@iabeurope.eu or visit our Mediascope Page here
Download PDF 14.02.2013SPA Future Thinking - Setting the scene for 2013Thoughts from the SPA Future Thinking Media, Marcomms & Technology team Download PDF 21.12.2012TV Integrated Advertising: conscious and unconscious processing An applied interdisciplinary study on effectiveness and psychological processing of Integrated Advertising formats' on TV, on young and senior targets by Elena Añaños and Anna Valli, from the research group on Psychology, Communication and Advertising (Autonomous University of Barcelona). This study was shortlisted for an IAB Europe Research Award 2012.
Download 29.11.2012Tablets Creating new Relationships with Consumers Full ReportThis is the fourth Report in the new series of Mediascope Monthly Bulletins and Reports analysing tablet users media habits - usage times, consuming traditional media digitally, media multi-tasking, brand engagement and online shopping. Download PDF 29.11.2012IAB UK: Three Device Lives: tablets in contextResearch from IAB UK reveals consumers feel that even with extensive developments in tablet devices a role still remains for smartphones, desktops & laptops – allowing them to retain their staying power in consumers’ portfolio of devices.
IAB UK Members can download the full report here
Download PDF 29.11.2012IAB UK: Tablet Ad Formats StudyA study by IAB UK examining tablet user perceptions towards advertising on tablets. The 1,000 respondent study was delivered by research agency Ipsos MediaCT looks at consumer reaction to different tablet ad formats, as well as overall insights into the type of ads they expect to see on their tablets.
IAB UK Members can download the full report here
Download PDF 23.11.2012BE Viacom - The Brand Engagement ProjectWinning IAB Europe Research Award 2012 BE Viacom Study explores how poeple MTV consumers engage with the brand. Download PDF 21.11.201221/11 Advertising in an Online-Audio Environment
IAB UK wanted to better understand how consumers feel about advertising within an online audio environment.
In
particular we wanted to gain an insight into perceptions of current
advertising models in the market place, and to understand consumer
responses to being served advertising messages whilst listening to audio
content online.
This white paper features the results of a new piece of qualitative research from the IAB which looks at consumer perceptions of advertising within an online audio environment. The paper unveils the findings of the study as well as featuring expert commentary from Spotify, last.fm, WE7, Absolute Radio and the BPI .
Download PDF 25.10.2012Internet enriches Consumer Communications Full ReportThis is the third Report from the new series of Mediascope Monthly Bulletins and Reports. IAB Europe Internet enriches Consumer Communications Bulletin looks at internet as a communication tool - social media, email and blogging and how internet users connect with brands online. Download PDF 25.10.2012United Internet Media: Digital Dialog Insights 2012Using customer analytics and targeting as a conversion booster. In particular, the demand for technical solutions to protect customers from fake emails, spam and phishing will increase. Study shows that cross-media integration is the key to success for campaign planning. Download PDF 25.10.2012Gemius: Carefree Image CampaignThe main purpose of the measurement was to verify the direct impact of the campaign on its viewers. An important stage of the study was gathering information on how video banners advertising Carefree products attracted the internet audience. Download PDF 25.10.2012Yahoo! Effectiveness study – TV and Online Video with MercedesThis study shows that using online video as a complement to the TV campaign improves the exposed profile reaching a broader upper class target. Download PDF 25.10.2012Yahoo! Case study: Magnum InfinityAd Effectiveness Study: Homepage Event & Yahoo! Mail Download PDF 27.09.2012Media Multi-tasking means more active Consumers Full Report
This is the second Report from the new series of Mediascope Monthly Bulletins and Reports.
The IAB Europe Media Multi-tasking Report looks at the growth, profile, media and attitudes to brands of Europeans who use TV and internet simultaneously. We see that the group is growing rapidly as media convergence becomes mainstream. These engaged ‘Media Multi-Taskers’ are entering a new phase of communications and commerce online, communicating more via ‘Word of Web’ and engaging more with brands.
The emergence of the ‘Word of Web’ as the internet continues to empower consumers means that marketers need to focus on managing and build their brand reputation online.
There are ’10 top tips for advertisers’ with explanatory text within the report.
Download PDF 27.09.2012IAB Ireland and Amarach Research – Online Behaviour and Media Mesh The study highlights consumer behaviour across TV and online showing how consumers tend to aggregate channels rather than segregate. It includes Research Online and Purchase Offline findings, demographic data, tips on how to engage an audience effectively and how to plan more cost efficiently using online. Download PDF 30.08.2012Sport and the Shift to Interactive Media Report
This is the first Report from the new series of Mediascope Monthly Bulletins and Reports. The Report contains Mediascope findings creating insights for marketers seeking to learn more about marketing to a sports audience.
Growth trends in digital sport users and consumption from comScore over the past 12 months are included in the Report.
More Olympic Sports Consumption trends from comScore are available here.
Download PDF 30.08.2012Euro 2012 Exploring Sports Fan Media Consumption from ESPN and IAB UKThis research aims to understand the engagement and excitement of Euro 2012 amongst UK sports fans; to understand the role played by online, mobile and social media alongside more traditional media, TV and it explores the combined effect of TV and Online.
You can find out more about the report on the IAB UK website here
Download PDF 30.08.2012Active Athletes Case Study from United Internet Media for Sport and the Shift to Interactive MediaThis case study shows how a brand can increase advertising awareness, recall, details and brand image using digital advertising Download PPT 31.05.2012Mediascope Europe 2012 – the industry standard European media consumption studyNow in its 8th wave and totalling over 50,000 consumer interviews across 28 markets Mediascope Europe now ranks as one of the leading sources of data on European consumer use of media and online shopping habits. This year's Mediascope Europe study found that 426.9m Europeans online across 28 markets – from Belgium to Bulgaria, UK to Ukraine - Europeans are more connected than ever before! For further information about Mediascope click here.
For a summary of the pan-European findings download the Launch Presentation Summary below.
Download PDF 28.03.2012Mediascope Europe 2012 OverviewThe Mediascope Europe 2012 overview presentation covers all the details of the study including markets, content, benefits, methodology and sponsors. The study 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.
Download PDF 28.03.20122012 Interactive Ad IQ survey results
Ernst & Young LLP is proud to present the results of the 2012 Interactive Ad IQ survey.
Interactive advertising platforms, technologies and capabilities continue to grow at an
incredible pace. The complexity of our marketplace has increased dramatically – more in the past four years than ever before. The Interactive Advertising Bureau wanted to answer the question, “Is the industry keeping pace?”.
More than 7,600 IAB members and advertising professionals were asked to evaluate their comfort levels articulating the value of those interactive platforms most important to them. Further, respondents were asked to rate their command of industry-specific tools, familiarity with standards and guidelines, and confidence in applying interactive advertising knowledge and skills in order to demonstrate why interactive advertising makes sense.
Download PDF 27.02.2012Living with the Internet - A paper from the 2011 Print and Digital Research Forum
Authors: Beth Uyenco (Microsoft), Tom Morgan (Mindshare Worldwide)
The paper documents the shifts in web usage between 2007 and 2010 and provides some insights into how advertising may be more engaging across different audience segments. It also confirms that the motivation of web users and the context of a given web session affects advertising receptivity.
Download PDF 30.09.2011MCDC - Social Media Around the World 2011This comprehensive report from InSites Consulting features 20 eye-catching facts about social media and over 1000 facts and figures about social media in more than 30 countries. Topics covered include main adoption and usage, brand interactions, role of emplyees in using social media and much more.
To view this report click here.
Download Digital Mums with Young Children Executive Summary – April 2011
This study examines the impact of having a young family on the media lifestyles of European women.
For further information about Mediascope click here.
For a sneak preview of report findings download the Executive Summary below. To obtain a copy of the Digital Mums with Young Children Report contact insight@iabeurope.eu.
Download PDF European Media Landscape Report Summary – December 2010
The European Media Landscape Report explores media use, content online, internet access and e-commerce. Initially focusing on pan-European results (including some market, demo and trend comparison data) it moves onto a more detailed market by market analysis section. The report also includes observations from pan-European and local media owners and advertising agencies adding further insight into the findings.
For further information about Mediascope click here.
The European Media Landscape Report Summary offers a full explanation of the report, key report findings, full report contents and highlights from the first chapter of the report. To obtain a copy of the full European Media Landscape Report contact insight@iabeurope.eu.
Download PDF Multi-Screeners Report Summary – November 2010
The Multi-Screeners Report reveals insights into how media consumption on the three screens of TV, internet via PC or laptop and internet via mobile phone or PDA is developing the media consumption habits of Europeans and impacting their brand choice and purchase decisions. For brands, this highlights an evolving audience of active and engaged consumers that can be targeted more effectively.
For further information about Mediascope click here.
For a sneak preview of the Multi-Screeners Report download the report summary below. For more information or to obtain a copy of the full Multi-Screeners Report contact insight@iabeurope.eu.
IAB Europe members can access the full Multi-Screeners report below.
Download PDF Multi-Screeners Full Report November 2010IAB Europe members can access the full Multi-Screeners report here. Download PDF 26.09.2010Consumers driving the digital uptake September 2010The Internet medium has witnessed rapid user adoption of ad-based services. This has in turn highlighted the issue of disturbance due to advertising format intrusion as well as the risk of data abuse (i.e., consumer privacy issues).
In 2010, IAB Europe asked McKinsey & Company to deliver an independent assessment of the consumer surplus of digital services financed by online advertising. This report provides the main findings of that assessment. The assessment was based on a review of secondary research and on original conjoint-based market research estimates of users’ benefits from 16 ad-funded Web services. This research was designed and conducted in the course of Spring 2010 in six major countries: France, Germany, the UK, Spain, Russia, and Italy.
Download the full report here, and a summary of the event here.
Download PDF 02.06.2010Consumer Commerce Barometer
The CCB was launched by the IAB Europe and Google at the IAB Interact Congress in Barcelona on Wednesday 2 June 2010. The CCB is a free online research tool which uses TNS data to provide agencies and advertisers with consumer insights across 27 countries and 36 product categories.
The countries covered are: Australia, Austria, Belgium, Czech Republic, Denmark, Egypt, Finland, France, Germany, Greece, Hungary, Ireland, Israel, Italy, Netherlands, New Zealand, Norway, Poland, Portugal, Russia, South Africa, Spain, Sweden, Switzerland, Turkey, UAE and United Kingdom.
Using the tool, marketers can select a country or multiple countries and then choose different verticals to understand how likely consumers are to research and purchase online. The data in the tool will be updated every year to help marketers identify and quantify shifting consumer behaviour over time.
Further information about the CCB can be found here. For country-specific CCB information go here.
The CCB is a free, public research tool which can be found at www.consumerbarometer.eu
Download PDF Mediascope Europe 2010 Pan-European Launch Presentation Summary – March 2010
The 2010 Mediascope Europe study was extended to survey mobile internet use and incorporate a further five European markets in addition to the original ten. The research highlights how consumers are extending the ways in which they enjoy and engage with the internet and its growing influence on everyday lives.
For further information about Mediascope click here.
For more information email insight@iabeurope.eu or to find out more about Mediascope click here.
IAB Europe members can access the full 2010 Pan-European Launch presentation below.
Download PDF Mediascope Europe 2010 Pan-European Launch Presentation Full – March 2010IAB Europe members can access the full 2010 Pan-European Launch presentation here. Download PDF 25.02.2010MC DC European Overview IAB Europe’s extensive survey of the online behaviour and attitudes of 32,000 people in 16 markets reveals some striking differences – and similarities – in the way Europeans are using the web. Designed to support marketers understand the impact the internet continues to have on our lives in both the region as whole and its individual markets, the annual research project known as ‘MCDC’(Marketers & Consumers, Digital & Connected) is a real goldmine of information. It is carried out by IAB Europe’s research partner InSites Consulting.
There are 16 detailed country specific MC DC presentations. To see the report for a specific country go to Country Specific Information .
This presentation features key metrics for online user behaviour for each of the 16 European countries included in the MC DC study, such as time online, method of connection, smartphone ownership, use of social networks, use of online banking facilities and e-commerce behaviour.
Download PDF 30.09.2009InSites MC DC Unite ReportInSites is IAB Europe's research partner for the MC DC project. Their UNITE report focuses on the European quantitative research results with an eye for regional differences between Northern, Western, Eastern and Southern Europe. Download PDF 01.06.2009How Teens Use MediaHow Teens Use Media: A Nielsen report on the myths and realities of teen media trends Download PDF Media Multi-tasking Report – June 2009
The Media Multi-tasking Report shows an increasing shift towards a media convergence between TV and internet media. Up 38% since 2006, multi-tasking has grown rapidly in recent years, with almost a quarter (22%) of all Europeans now using TV and internet simultaneously.
For further information about Mediascope click here.
For more information about this report contact insight@iabeurope.eu
Download PDF 10.06.2009Alcatel Lucent - A consumer view on Advertising Trends - Interact 2009A qualitative study to the millenial market segment to understand the value and interest of advertising across multiple screens.
Download PPT For further information about consumer behaviour, see below:
'How People Watch' A Global Neilsen Consumer Report August 2010.
'European Mobile Internet Use Executive Summary' A Mediascope Report January 2011.
Download
