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Mediascope Europe – the industry standard European media consumption study

    

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Mediascope Europe, the industry standard European media consumption study, has made a significant contribution to the understanding of changing media use, the evolving interactive consumer and e-commerce trends.

Established in 2003, Mediascope 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. The study includes 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.

In 2012 the study will include a further 13 markets incorporating Austria, Bulgaria, Croatia, Czech Republic, Finland, Greece, Hungary, Ireland, Romania, Serbia, Slovakia, Slovenia and Ukraine in addition to the original 15 markets already covered by the research – Belgium, Denmark, France, Germany, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey and UK. The research aims to capture the different ways in which consumers are developing across Europe and assess their similarities and differences.

The findings from this year's Mediascope Europe study will be launched at Interact 2012, the definitive event for the European online advertising industry, taking place on 30th and 31st May. To see the Mediascope Europe 2012 overview presentation covering all the details of the upcoming wave of the study,  click here. 

Mediascope Europe is the most comprehensive media consumption study covering the diverse European market. With it's expansion to 28 markets in 2012 it becomes a flagship product and reference point for the IAB European network and will be increasingly sought out by marketers and businesses to understand the latest media trends and inform and shape their strategies.

Mediascope Europe is a unique example of cross industry collaboration - it is supported by many leading media companies, local IABs and other trade associations.

To see a summary of some previous Mediascope reports click on the titles below:

To download the launch presentation summaries for each of the 15 European markets included in the 2010 study go to the country-specific section of the IAB Europe Knowledge Bank.

For further information about Mediascope contact Alison Fennah vprm@iabeurope.eu or Sarah Botterill insight@iabeurope.eu.