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Media Multi-tasking Report
The first ‘EIAA Media Multi-tasking Report’ is the latest in the EIAA Mediascope Europe series. This research reveals a marked increase in the number of people choosing to consume TV and internet simultaneously (+38% since 2006 to 22%), heralding the emergence of the engaged ‘Media Multi-Tasker’ and highlighting how consumers are entering a new phase of communications and commerce online.
Summary MEDIA MULTI-TASKERS: MORE ENGAGED & ENTERTAINED ONLINE • Media multi-taskers are heavy communicators online – 53% communicate via social networks (53% vs. 33% of non multi-taskers) and 51% use Instant Messager (vs. 27%) to share updates and opinions with friends and family • Using the internet for entertainment is also key to media multi-taskers with 38% watching film, TV or video clips on the web (vs. 21% of non multi-taskers), 37% listening to the radio online (vs. 25%) and more than a quarter (34%) downloading music (vs. 22%)
Top web activities
87% 85% Non TV and internet media multi-taskers 53% 82% 77% 33% 27% 21% 25% 51% 38% 37% TV and internet media multi-taskers 34% 31% 31% 30%
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Almost a third (29%) of media multi-taskers use their mobile to communicate without talking (e.g. via email, IM, communicating via social networking) suggesting they are both technologically sophisticated and more deeply engaged as a target market
WORD OF INTERNET • Media multi-taskers are more inclined to take onboard information from the websites of well known brands (57% vs. 46% of non multi-taskers), price comparison websites (57% vs. 47%) and customer website reviews (54% vs. 41%) when researching or considering a product or service:
Important sources of information when researching or considering a product or service
TV and internet media multi-taskers 67% Non TV and internet media multi-taskers 62% 57% 46% 57% 47% 41% 54%
Websites of well known brands
Price comparison websites
Customer website reviews
Almost half of TV and internet multi-taskers (48%) also admit to actively changing their mind about a brand compared to 36% of non multi-taskers The above implies that ‘word of mouth’ is fast developing into ‘word of web’ and for marketers, demonstrates how consumers are becoming more empowered to formulate and communicate thoughts and opinions of brands online. It also highlights the need to effectively engage with audiences online to build and safeguard brand reputation.
E-COMMERCE • The research shows that TV and internet multi-taskers buy almost twice as many items online than those that do not mix their media (12 items vs. 7) and spend 26% more money on these items (€798 vs. €632 on average).
Average number of online purchases per person in 6 months and spend (€)
Online Spend (€) 15 12.0 750€ 10 7.0 500€ Number of Items Bought Online 1000€
TV and internet media multi-Non TV and internet media multitaskers taskers
The types of popular products bought are not limited to low ticket items and media multi-taskers also seem especially keen on entertainment, FMCG and technology products:
Products/services bought online
Top 10 products/services bought online Travel tickets Books Electrical Goods Clothes Concert/theatre/festival tickets Holidays Cinema tickets CDs DVDs Music Downloads
TV and internet multitaskers 57% 41% 41% 41% 41%
Non TV and internet multitaskers 45% 36% 27% 27% 30%
40% 31% 29% 28% 24%
32% 18% 19% 16% 15%
IMPACT ON LIFESTYLE • As a result of the internet, 60% of media multi-taskers believe they are able to buy better products and services, compared to just 46% of non multi-taskers, in addition: o Eight out of ten (80%) multi-taskers state that they are staying in touch with friends and relatives more (vs. 69% of non multi-taskers) o More than half (54%) are better able to manage their finances online (vs. 42%)
Activities done more as a result of the internet
80% Keep in touch with friends
Non multi-taskers = 69%
60% Choose better products
Non multitaskers = 46%
58% Book travel / holidays
Non multi-taskers = 51%
Manage finances Access health Non multi-taskers information
= 42% Non multi-taskers = 41%
With 88% of media multi-taskers stating they cannot live without at least one web activity (compared to 79% of non multi-taskers), it seems the empowering effect the internet is having on lifestyle options and choices is far greater overall than amongst those who do not mix their media.
PROFILE OF THE MEDIA MULTI-TASKER • The majority of European media multi-taskers are aged under 35. o One quarter (25%) of those who mix their media regularly fall within the digital youth category (16-24 year olds) o 29% are part of our ‘Golden Youth’ ( 24-35 year olds) – a group already identified as heavy and engaged users of the internet. o • In comparison, only 13% of media multi-taskers are aged between 45 and 54 years old. It seems that Silver Surfers (55+) are also a demographic that is increasingly meshing their media. With a 75% rise in media multi-tasking since 2006, Silver Surfers are moving towards being an effective demographic for marketers to tailor their multi-media campaigns towards in the future
Profile of the media multi-taskers vs. non multi-taskers
55+ 11% 13% % of total number 22% 23% 45-54 21% 35-44 29% 24% 18% 25% 14% 16-24 TV and internet multi-taskers Non TV and internet multitaskers 25-34
MOVING INTO THE MAINSTREAM • • • • The rapid growth in the media multi-tasker is expected to be further propelled by the development of technology and accessibility of the internet. Twice as many media multi-taskers access the internet via mobile phone or Wi-Fi compared to non multi-taskers Media multi-taskers are also more likely to have access to wireless technology (57% vs. 43%) as well as own a laptop (69% vs. 54%) This suggests that media multi-taskers will continue to deepen their engagement with the internet whilst watching TV and that as the numbers of multi-taskers overall rise, media-meshing will move towards the mainstream.
Products in household
TV and internet media multi-taskers 87%87% 71% 69% 59% 54%
Non TV and internet media multi-taskers 97%98%
72%74% 56% 55% 41% 40%37% 40%
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KEY FINDINGS • • • • Europeans that use TV and internet simultaneously represent a rapidly growing group of ‘media multi-taskers’ as media convergence moves mainstream Digital youth are the heaviest media multi-taskers while Silver Surfers are also increasingly multi-tasking their media Media multi-taskers are more likely to change their mind about a brand and make more purchases following web research compared to non multi-taskers The need for marketers to manage and build their brand reputation online is growing rapidly with the emergence of the ‘Word of Web’ as the internet continues to empower consumers
FOR FURTHER INFORMATION PLEASE CONTACT: Alison Fennah Executive Director EIAA Tel: +44 (0)1536 712710 Email: email@example.com
ABOUT THE EUROPEAN INTERACTIVE ADVERTISING ASSOCIATION (EIAA)
The European Interactive Advertising Association (www.eiaa.net) is a unique panEuropean trade organisation for sellers of interactive media and technology providers. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Since its founding in 2002 the EIAA has invested substantially in multimedia research, marketing, standardisation activities and education, of both the market and government, on the role of interactive advertising. With this wide-ranging programme the EIAA has grown quickly to command a solid reputation and influential position within the European online market.
EIAA members are currently:
With these member networks reaching the majority of the European online audience, the EIAA is in a unique position to work with advertisers and agencies to realise the full potential of interactive media in any marketing strategy.
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