European Interactive Advertising Association
Mediascope Europe Study
Pan-European E-commerce Results inc UK Comparisons
January 2006
Conducted by
SPA/Synovate
Presentation Agenda
1. Introduction
Research Objective
Methodology & Sample
2. Main Findings
Pan-European View of e-commerce purchase frequency
Pan-European View of e-commerce purchase value
Pan-European Products researched online, bought online and bought offline
3. Conclusions
Research Objectives
OVERALL PROJECT OBJECTIVE
I
The broad aim of this study is to measure and track changes in media
consumption patterns by various demographic and psychographic
segments. This work will show when, why and how often people are
using different media – in particular usage of the Internet for content,
communication and commerce
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Methodology & Sample
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
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7,016 interviews across
10 European countries
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TOTAL SAMPLE
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Benelux
Belgium - 500
Netherlands - 500
Nordics
Sweden - 337
Norway - 334
Denmark - 333
Germany – 1,000
Italy – 1,004
Spain – 1,004
France – 1,001
UK – 1,003
Methodology & Sample
7,016 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 interviews making
the results extremely robust at the total EU & Norway level.
a sample size of 7016 provides accurate data to ± 1.1 – 0.8% at the 95% confid