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Mediascope Europe

    

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.

Mediascope Europe is a comprehensive media consumption study covering the diverse European market with over 50,000 consumer interviews.

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 8th wave of research in 2012.

Scroll below for the 2012 Mediascope Monthly Bulletins and Press Releases.


What does Mediascope Europe measure?

•  Evolving media consumption patterns across the internet, radio, TV, newspapers and magazines, with trend data since 2003. The study includes internet use across multiple devices

•  Evolution of media multi-tasking

•  Online connectivity

•  Deep dive into digital media consumption and e-commerce across multiple markets

•  Emerging and evolving online media including internet use via mobiles, tablets and games consoles

•  In-depth research into video consumption and social media

•  Digital consumers and branding

•  Advancing technologies


Key findings from Mediascope Europe 2012

•  426.9m Europeans use the internet (65%)

•  European internet users  spend 14.8 hours online each week

•  A third  (37%) of Europeans access the internet via more than one device

•  21% access the internet via a mobile phone

•  Traditional media activities are migrating online;

•  More than 9 in 10 European internet users visit news websites*

•  73%  watch TV online**

•  67% listen to the radio online***

•  Europeans are using the internet and watching TV simultaneously to complement their viewing experience. A third of all TV and online multi-taskers say their online activity is likely to be related to the TV programme that they are watching

•  Internet has become an essential tool for brands to engage with consumers;

•  51% say the internet helps them choose better products/services

•  47% are inclined to find out more about products they see advertised online

•  96% of European internet users research purchases online and 87% shop online


Regions covered

The 2012 study adds a further 13 markets to the research, taking the number of markets to 28, enabling the study to identify the differences and similarities of media consumption across Europe.

•  New to 2012: Austria, Bulgaria, Croatia, Czech Republic, Finland, Greece, Hungary, Ireland, Romania, Serbia, Slovakia, Slovenia and Ukraine

•  Original 15 markets:  Belgium, Denmark, France, Germany, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey and UK  


Methodology

•  Fieldwork took place across 28 markets in February 2012

•  Omnibus and online methodology used across all countries totalling almost 50,000 interviews (respondents aged 16+)

•  Application of quotas ensured that representative samples were achieved in each market. Quotas on age, gender, education and regional distribution were applied

•  Fieldwork is carried out every two years



For more information on Mediascope including how to purchase the data please contact mediascope@iabeurope.eu
Silver Surfers Closing the Digital DivideSilver surferThis is the sixth 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.                                                             Read More Digital First for Europe's Mums - Webinar & Bulletin

webinar-digitalmums.jpgIAB Europe presented a 30 minute complimentary live Webinar on February 6th 2013. The presentation is available to download, and the recording will be available soon.

Yahoo! Logo

Read More Tablets Creating new Relationships with Consumers

Lady Tablet 2This is the fourth of the 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. IAB UK, Nielsen and Orange have provided complementary research.

Nielsen     IAB UK    Orange Logo

Read More Internet enriches Consumer Communications Bulletin

social-media-blog-email.gifThis third Mediascope Monthly Bulletin looks at internet as a communication tool - social media, email and blogging and how internet users connect with brands online. United Internet Media, Gemius and Yahoo! have provided complementary research. 

UIM Logo Gemius Yahoo! Logo

 

 

Read More Media Multi-tasking means more active Consumers Bulletin

Media-multi-tasking.gifThis second Bulletin looks at the growth, profile, media use and of Europeans who use TV and internet simultaneously. IAB Ireland and BBC.com/ BBC News have provided complementary research.

IAB Ireland  BBC.com Logo

Read More Sport and the Shift to Interactive Media Bulletin

soccer_ball.jpgThis is the first in a series of Mediascope Monthly Bulletins taking advantage of the 2012 sporting summer! IAB UK in partnership with ESPN have provided complementary research.

IAB UK

Read More Mediascope Europe Monthly Bulletins

IMonthly-Bulletins.gifAB Europe presents Mediascope Europe Monthly Bulletins, a series of in-depth findings about a particular consumer segment or behaviour that will be published on a monthly basis.
The first topic will be 'Sport and the shift to interactive media' against a backdrop of this year's exciting sporting summer.

Read More 2012 Launch Presentation Summaries

 Download Mediascope documents from the 2012 study and previous studies.

Read More 426.9m Europeans online across 28 markets … from Belgium to Bulgaria, UK to Ukraine - Europeans are more connected than ever beforeMediascope EuropeThe IAB Europe is pleased to announce the latest findings from Mediascope Europe, the industry standard European media consumption study first launched in 2003 – measuring evolving media consumption patterns across online, radio, TV, newspapers and magazines. The study also covers internet use across four devices for the first time – computer, mobile, tablets and games consoles. Read More Mediascope Europe now accessible via Nielsen IMS Clear Decisions™

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Mediascope, the industry standard European piece of cross-media consumer research, is now available on Nielsen IMS Clear Decisions™ through an IAB Europe fee-based subscription service.

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