How did Hungarian use different mediums in 2012?

1. Hungary Launch Presentation
Summary
2012
@IABEurope #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 8th wave of
research in 2012.
• The following presentation provides an introduction to the study
and a snapshot of the results from Hungary; a full presentation is
available.
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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
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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
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5. Coverage and Methodology
• Fieldwork took place in 28
markets in February 2012
• An Omnibus + Online
Finland
methodology was used across all
Russia
countries totalling nearly 50,000 Norway
interviews Sweden Czech
Republic
• The application of quotas
ensured that representative Denmark
Poland
samples were achieved in each Ukraine
Ireland UK
Market
Germany Slovakia
→ quotas on age, gender,
Netherlands Romania
education and regional Hungary
distribution were applied France
Bulgaria
→ Omnibus research was Belgium Turkey
conducted in Hungary by Italy
IMAS International (500) Spain Slovenia
Greece
Questback/GMI (1,000) Portugal
Switzerland Austria Croatia Serbia
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6. Mediascope Europe – Local Sponsors – Hungary
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7. The Media evolution
5.8m
Hungarians are online
Total adult Hungary population of 8.5 million
Base : All Respondents (Omnibus) n=500
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8. The Internet evolution
68%
of all Hungarians are online
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
Hungarian Internet
users spend on average
13.1hrs online per
week
EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1
Base : All Respondents (Omnibus) n=500, All internet
users n=340 8

9. The Hungary media consumption landscape
Penetration
EU: 95%,
TV 95% WE:94%, NE:95%,
SE:97%, CEE:95%
EU: 65%,
Online 68% WE:81%, NE:87%,
SE:61%, CEE:55%
EU: 64%,
Radio 76% WE:82%, NE:85%,
SE:68%, CEE:48%
EU: 62%,
Newspapers 68% WE:70%, NE:82%,
SE:59%, CEE:56%
EU: 48%,
Magazines 47% WE:63%, NE:62%,
SE:43%, CEE:39%
Base : All Respondents (Omnibus) n=500
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10. The Hungary media consumption landscape
Hours per week used
EU: 16.8
TV 14.5hrs WE:16.0, NE:14.0,
SE:16.7, CEE:17.7
EU: 14.8
Online 13.1hrs WE:14.0, NE:14.8,
SE:13.8, CEE:16.1
EU: 12.7
Radio 14.4hrs WE:13.4, NE:13.5,
SE:10.6, CEE:12.9
EU: 4.6
Newspapers 4.1hrs WE:4.8, NE:4.9,
SE:4.2, CEE:4.6
EU: 4.0
Magazines 3.5hrs WE:4.0, NE:3.6,
SE:3.5, CEE:4.2
Base : All TV Viewers (Omnibus) n=897, All Newspaper
readers n=545, All Magazine readers n=341, All Radio
listeners 635, All Internet users n=340
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11. Internet becomes ‘all consuming’ media device
43%
EU: 73%
WE:67%
NE:81%
SE:65%
CEE:81%
of Hungarian
Internet users watch
TV online at least monthly
8% watch TV online at least daily
A further 22% watch TV at least weekly
Base : All Internet users (Online) n=996
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12. Internet becomes ‘all consuming’ media device
EU: 67%
30%
of Internet users WE:61%
listen to the radio NE:67%
online at least SE:64%
CEE:73%
monthly
8% listen to the radio online at least daily
A further 10% listen at least weekly
73%
EU: 91%
of Internet users WE:86%
read news online at NE:94%
SE:91%
least monthly CEE:96%
36% read news online at least daily
A further 21% read news at least weekly
Base : All Internet users (Online) n=996
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13. Internet everywhere by any means
3.2%
of Hungarians use a
Tablet to go online
Base : All Respondents (Omnibus) n=500
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14. Increasing choice of Internet access
Accessing the internet via the computer is the most popular
method – Used by 5.7 million Hungarians (68% - EU:64%)
However 19% of all Internet users in Hungary (EU:37%) go online via
more than one device
Base : All Respondents (Omnibus) n=500, All internet
users n=340
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15. The alternative ways of going online
0.97m Hungarians go online
using a mobile
0.28m Hungarians go
online using a tablet
0.09m Hungarians go online
using a games console
Base : All Respondents (Omnibus) n=500, All mobile
internet users n=57, All tablet internet users n=16, All
games console users n=5
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16. Media multi-tasking means more active consumers
49%
of Hungarians are
online whilst
watching TV
EU: 48% WE:58% NE:59% SE:39% CEE:44%
Base : All TV Viewers (Online) n=897
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17. Relationship between content consumption on TV and online
Among Hungarians who watch
TV and are online
concurrently,
21% EU: 33%
state the online activity is
likely to be related to the TV
programme they are watching
Base : All respondents (Online) n=1,007, All who use both
TV and internet at the same time n=667
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18. Brand relationships grow via digital touchpoints
46% of Hungarian Internet users agree that the way
a brand communicates online is important
Base : All Internet users (Online) n=996
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19. Internet influence on purchase decisions for products
40%
of all Hungarian
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=996
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20. The internet is an entertainer and enabler
60%
of Hungarians are
online during the
traditional primetime
TV evening slot
(EU:52%)
Base : All respondents (Omnibus) n=500
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21. Online is essential for entertainment
60%
of all Hungarians
are online during
the primetime
evening TV slot
EU: 52% WE:67% NE:74%
SE:46% CEE:42%
62%
of all Hungarians
are online during
the weekend
EU: 60% WE:76% NE:83%
SE:53% CEE:51%
Base : All respondents (Omnibus) n=500
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22. Connectivity via mobile phones increasing engagement
26%
EU: 44%
WE:47%
NE:50%
SE:46%
CEE:40%
of Hungarians own a
smartphone
Base : All Respondents (Online) n=1,007
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23. Instant access to information at consumers fingertips
36%
of Hungarian Internet
users visit news websites
everyday
Base : All Internet users (Online) n=996
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24. Internet enriches consumer communication
99%
of Hungary Internet users
communicate through email
Base : All internet users (Online) n=996
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25. Communication with friends and family on Social media
92%
of all Hungarian 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=996
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26. Online plays a key function in the purchase funnel
€1,109 million
was spent online in Hungary
from September – February
EU: €187,990m
Base : All purchasing online in last 6 months (Online)
n=781 26

27. Purchasing online
96%
of all Hungarian Internet
users research online for
purchases
EU: 96%
WE:97%, NE:97%, SE:97%, CEE:93%
11%
of all total shopping 84%
made is conducted of all Hungarian
online among Hungarian Internet users
Internet users shop online
EU: 19% EU: 87%
WE:24%, NE:16%, SE:15%, CEE:16% WE:94%, NE:94%, SE:88%, CEE:80%
%s Among Internet users
Base : All internet users (Online) n=996
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28. Products purchased
Most popular products purchased online
Books 45% EU: 43%
Clothes and accessories 22% EU: 38%
Travel tickets 23% EU: 34%
Electrical goods 33% EU: 32%
Holidays 24% EU: 28%
Toiletries/ Cosmetics 11% EU: 26%
Concert, theatre or festival tickets 17% EU: 25%
Base : All internet users (Online) n=996
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29. To summarise
Accessing the internet is no
The Internet is increasingly longer solely via traditional
becoming the choice for computer with people
consumption of other media – TV, accessing more and more
radio, newspapers via mobiles, tablets and
games consoles
The Internet influences
people’s perceptions of Increasingly people are watching TV
brands and products, and using the internet at the same
although this could be time, growing tablet ownership
further maximised levels will only drive this media
convergence higher
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30. Relationship between content consumption on TV and online
Among Brits who watch TV
and are online concurrently,
28% EU: 33%
state the online activity is
likely to be related to the
TV programme they are
watching
Base: All respondents (Online) n=1,070, All who use both TV
and internet at the same time n=665
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31. Accessing the data
Accessing the internet is no
The Internet is increasingly longer solely via traditional
Subscribe and access
becoming the choice for Executive Summary and
Mediascope data! computer with people
consumption of other media – TV, Data Presentations
accessing more and more
radio, newspapers via mobiles, tablets and
games consoles
The Internet influences
people’s perceptions of Increasingly people are watching TV
Data in planning tools – e.g.
Find out and products, IAB
brands more from and using the internet at theClear
Choices and IMS same
Europe or your local IAB
although this could be time, growing tablet ownership
Decisions
further maximised levels will only drive this media
convergence higher
31

32. More Information
IAB Europe
mediascope@iabeurope.eu
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