EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate

1
EIAADigital Women reportPan-European
ResultsMarch 2006Conducted bySPA/Synovate
2
Presentation Agenda

• 1. Introduction
• Research Objective
• Methodology Sample
• 2. Main Findings
• Pan-European View of Media Consumption
• Pan-European Time Spent Using Media
• Pan-European Broadband Penetration
• Pan-European Website Usage Web Activities
• Impressions of Media
• 3. Conclusions

3
Research Objectives
OVERALL PROJECT OBJECTIVE

• The broad aim of this study is to measure and
  track changes in media consumption patterns by
  women across Europe. This work will show when,
  why and how often women are using different media
  in particular usage of the Internet for
  content, communication and commerce

4
Methodology Sample

• Nordics
• Sweden 337(170 Women)
• Norway 334 (175 Women)
• Denmark 333 (169 Women)

• Benelux
• Belgium 500 (270 Women)
• Netherlands 500 (273 Women)

Germany 1,000 (522 Women)
TOTAL SAMPLE
7,016 (3667 Women) interviews across 10 European
countries
UK 1,003 (532 Women)

• Within each territory quotas were set to ensure
  our sample was representative of each market.
• Quotes were applied on
• Age, gender, income level, education and regional
  distribution within countries

France 1,001 (520 Women)
Spain 1,004 (520 Women)
Italy 1,004 (516 Women)
5
Methodology Sample EU Norway

• 7,016 (3667 Women) Computer Aided Telephone
  Interviews (CATi) were conducted by Synovate on
  behalf of SPA and the EIAA in 9 EU countries and
  Norway
• Fieldwork took place in all territories between
  1st-28th September 2005
• Interviews length ranged from between 25-30
  minutes
• This wave of the EIAA European Media Consumption
  Study comprises 7,016 (3667 Women) interviews
  making the results extremely robust at the total
  EU Norway level.
• EU Norway sample size of 7016 provides accurate
  data to 1.1 0.8 at the 95 confidence level
• Women sample size of 3,667 provides accurate data
  to 1 1.6 at the 95 confidence level
• The application of quotas ensured that
  representative samples were achieved in each
  country
• quotas on age, gender, income level, education
  and regional distribution
• Results at the total level were weighted to take
  into account the different countrys population
  sizes. Using 2005 data from the UN the following
  weighting matrix was developed

6
PAN EUROPEAN MEDIA CONSUMPTION Focus on Women
7
Shattering the myths

• Online isnt male biased due men driving takeup
  of technology
• Women with children can be reached online
• Women arent elusive and specialist, using
  different environments from men

8
Women driving online growth in Europe

• Number of men online in Europe static
• Women growing 8
• Greatest growth from UK, Spain, France Benelux

9
Women Sector Growth
Q1a,2a,3a. In a typical 7 day week, that is
Monday to Sunday, can you tell me if you use the
internet?
10
Women Sector Growth
Q1a,2a,3a. In a typical 7 day week, that is
Monday to Sunday, can you tell me if you use the
internet?
15
41
12
19
18
8
21
11
Womens Time Spent Using Media
Q5a In a typical week how long do you spend
watching television/reading newspapers/reading
magazines/listening to the radio/using the
internet?
Average number of hours per week
12
Womens Time Spent Using Media
Q5a In a typical week how long do you spend
watching television/reading newspapers/reading
magazines/listening to the radio/using the
internet?
6
13
21
Average number of hours per week
-
-5
13
Time Spent Using The Internet
Q5a In a typical week how long do you spend using
the internet?
Women
EU Norway
Men
16 Increase
21 Increase
13 Increase
14
Womens Internet Usage by Country
Q5a In a typical week how long do you spend using
the internet?
Average number of hours per week
15
Womens Internet Usage by Country
Q5a In a typical week how long do you spend using
the internet?
21
50
8
24
20
1
23
7
Average number of hours per week
16
Womens Sector Growth
Q5a In a typical week how long do you spend using
the internet?
Average number of hours per week
17
Womens Sector Growth
Q5a In a typical week how long do you spend using
the internet?
46
8
26
23
21
21
3
Average number of hours per week
18
Weekly Media Consumption Women
Q1b. What times of the day do you
typicallyduring the week?
Base All female respondents using each type of
media
19
PAN EUROPEAN BROADBAND PENETRATION
20
22 growth in Women on Broadband
QC3. Thinking about the place where you use the
internet most often, do you have a broadband
connection?

Base All female internet users in Central
Europe 2005 1042, 2004 978, 2003 880
21
Broadband Penetration Women
QC3. Thinking about the place where you use the
internet most often, do you have a broadband
connection? (A connection with a speed of at
least 500kbps)
QC4. Do you intend to upgrade to broadband some
time in the future?
LIKELY TO GET BROADBAND IN THE FUTURE
PENETRATION
2005
Female Average
2005
EU Norway
EU Norway
UK
UK
Germany
Germany
France
France
Italy
Italy
Spain
Spain
Benelux
Benelux
Nordics
Nordics
Base All female internet users, 1686
Base All female non-broadband internet users,
544
22
PAN EUROPEAN WEBSITE USAGE AND WEB ACTIVITIES
23
Websites Visited Women vs. Men
Q7a. Which of the following types of websites do
you visit at least once a month?
()
Base All female internet users 1686, all male
internet users 1914
24
Websites visited by Women
Q7A. Which of the following website or websites,
if any, do you visit at least once a month?
TRAVEL UP 6
SHOPPING UP 8
BANKING FINANCE UP 5
AUCTIONS UP 36
MUSIC UP 12
FILMS UP 32
25
Web Activities Women vs. EU Norway
Q7b. Which of the following web activities do you
undertake at least once per month?
()
Base All internet users 3600, all female
internet users 1686
26
STRENGTHS OF THE INTERNET
27
Can get what you want quickly saves you time
Base All 2004 female respondents who use all
media 672
28
Has what you want when you want it
Base All 2004 female respondents who use all
media 672
29
Are media that puts you in control
Base All 2004 female respondents who use all
media 672
30
Are media that keeps you ahead of the game
Base All 2004 female respondents who use all
media 672
31
Feature advertising from forward thinking
brands
Base All 2004 female respondents who use all
media 672
32
Are good for when your brain is most active
Base All 2004 female respondents who use all
media 672
33
Place you can lose yourself
Base All 2004 female respondents who use all
media 672
34
CONCLUSIONS
35

Key Takeouts

• Although online growth is slowing, this isnt
  true of female audiences
• Women with kids and young professionals driving
  growth
• Internet is 3rd biggest medium and 2nd in prime
  time
• Female audiences arent elusive or specialist!
• Attitudinally online and TV derives positive
  perceptions from key statements