eiaa digital women report pan-european results march 2006 conducted by spa/synovate
DESCRIPTION
EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate. Presentation Agenda. 1.Introduction Research Objective Methodology & Sample 2.Main Findings Pan-European View of Media Consumption Pan-European Time Spent Using Media - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/1.jpg)
EIAADigital Women report
Pan-European ResultsMarch 2006
Conducted bySPA/Synovate
![Page 2: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/2.jpg)
Presentation Agenda1. 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
![Page 3: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/3.jpg)
Research ObjectivesOVERALL PROJECT OBJECTIVEOVERALL 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
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
![Page 4: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/4.jpg)
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
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
7,016 (3667 Women) interviews across 10 European countries
7,016 (3667 Women) interviews across 10 European countries
TOTAL SAMPLETOTAL SAMPLE
Methodology & Sample NordicsSweden – 337(170 Women)Norway – 334 (175 Women)Denmark – 333 (169 Women)
Germany – 1,000 (522 Women)
Italy – 1,004 (516 Women)
Spain – 1,004 (520 Women)
France – 1,001 (520 Women)
UK – 1,003 (532 Women)
BeneluxBelgium – 500 (270 Women)
Netherlands – 500 (273 Women)
![Page 5: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/5.jpg)
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 country’s population sizes. Using 2005 data from the UN the following weighting matrix was developed
Methodology & Sample: EU & Norway
Benelux Nordics Country / Territory UK France Germany Italy Spain Belgium Netherlands Sweden Norway Denmark
Total
Total weight 17.1% 17.3% 23.6% 16.7% 12.4% 3.0% 4.6% 2.6% 1.3% 1.5% 100%
Benelux Nordics Country / Territory UK France Germany Italy Spain Belgium Netherlands Sweden Norway Denmark
Total
Total weight 17.1% 17.3% 23.6% 16.7% 12.4% 3.0% 4.6% 2.6% 1.3% 1.5% 100%
![Page 6: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/6.jpg)
PAN EUROPEAN MEDIA CONSUMPTION: Focus on Women
![Page 7: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/7.jpg)
Shattering the myths…
Online isn’t male biased due men driving takeup of technology
Women with children can be reached online
Women aren’t elusive and specialist, using different environments from men
![Page 8: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/8.jpg)
Women driving online growth in Europe
Number of men online in Europe static
Women growing 8%
Greatest growth from UK, Spain, France & Benelux
![Page 9: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/9.jpg)
Q1a,2a,3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?
40%
66%
52%
40%
14%
48% 49%43%
76%
58%
47%
17%
57%
69%
Women 16-24 25-44 45-54 55+ With Children YoungProfessionals
(25-34)2004 2005
Women Sector Growth
![Page 10: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/10.jpg)
Q1a,2a,3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?
40%
66%
52%
40%
14%
48% 49%43%
76%
58%
47%
17%
57%
69%
Women 16-24 25-44 45-54 55+ With Children YoungProfessionals
(25-34)2004 2005
Women Sector Growth
+8%
+15%
+12%+18%
+21%
+19%
+41%
![Page 11: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/11.jpg)
Women’s Time Spent Using Media
15.1
13.5
7.6
5.24.4
16.015.2
9.2
5.24.2
Watch television Listen to the Radio Use the Internet Read Newspapers Read Magazines
2004 2005
Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the radio/using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
k
![Page 12: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/12.jpg)
Women’s Time Spent Using Media
15.1
13.5
7.6
5.24.4
16.015.2
9.2
5.24.2
Watch television Listen to the Radio Use the Internet Read Newspapers Read Magazines
2004 2005
Q5a In a typical week how long do you spend watching television/reading newspapers/reading magazines/listening to the radio/using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
k +6% +13%
+21%
- -5%
![Page 13: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/13.jpg)
Time Spent Using The Internet
8.8
10.2
9%
10%
0
2
4
6
8
10
12
2004 2005
Nu
mb
er o
f h
ou
rs p
er w
eek
9.8
11.1
10%
11%
0
2
4
6
8
10
12
2004 2005
Nu
mb
er o
f h
ou
rs p
er w
eek
WomenWomen MenMen
Q5a In a typical week how long do you spend using the internet?
7.6
9.2
8%
9%
0
2
4
6
8
10
12
2004 2005
Nu
mb
er o
f h
ou
rs p
er w
eek
EU & NorwayEU & Norway
16% Increase16% Increase 21% Increase21% Increase 13% Increase13% Increase
![Page 14: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/14.jpg)
7.6 7.6
9.7
8.07.6
8.6
6.47.0
9.2
11.410.5
9.99.1 8.7
7.97.5
EU &Norway
France Spain UK Nordics Benelux Italy Germany
2004 2005
Q5a In a typical week how long do you spend using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
kWomen’s Internet Usage by Country
![Page 15: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/15.jpg)
7.6 7.6
9.7
8.07.6
8.6
6.47.0
9.2
11.410.5
9.99.1 8.7
7.97.5
EU &Norway
France Spain UK Nordics Benelux Italy Germany
2004 2005
Q5a In a typical week how long do you spend using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
kWomen’s Internet Usage by Country
+21%+24%
+7%
+50%
+23%
+8%+1%+20%
![Page 16: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/16.jpg)
7.6 7.9 7.58.3
6.57.4 7.4
9.2
11.5
9.1 9.0
6.7
9.1 9.3
Women 16-24 25-44 45-54 55+ Women withChildren
YoungProfessionals
(25-34)
2004 2005
Q5a In a typical week how long do you spend using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
kWomen’s Sector Growth
![Page 17: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/17.jpg)
7.6 7.9 7.58.3
6.57.4 7.4
9.2
11.5
9.1 9.0
6.7
9.1 9.3
Women 16-24 25-44 45-54 55+ Women withChildren
YoungProfessionals
(25-34)
2004 2005
Q5a In a typical week how long do you spend using the internet?
Av
era
ge
nu
mb
er
of
ho
urs
pe
r w
ee
kWomen’s Sector Growth
+21%
+46%
+21% +8%
+3%
+23% +26%
![Page 18: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/18.jpg)
Weekly Media Consumption: WomenQ1b. What times of the day do you typically…during the week?
[Base: All female respondents using each type of media]
51
6
27
75
27
12
39
24
47
9
16
42
49
55
13
28
64 61
48
13
0
20
40
60
80
100
'When you wake up' (6am - 10am) 'During the Day' (10am - 5.30pm) 'During the Evening' (5.30pm -9pm)
'During the Night' (9pm - 6am)
(%)
Watch TV Read Newspapers Read Magazines
Listen to Radio Use the Internet
![Page 19: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/19.jpg)
PAN EUROPEAN BROADBAND PENETRATION
![Page 20: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/20.jpg)
22% growth in Women on Broadband
50
61
44
34
7 5
2004 2005
Yes No Don't know/Refused
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]
![Page 21: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/21.jpg)
Broadband Penetration: Women
EU & Norway
UK
Germany
France
Italy
Spain
Benelux
Nordics
[Base: All female internet users, 1686]
61
65
44
77
55
61
57
75
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)
PENETRATION %PENETRATION %
EU & Norway
UK
Germany
France
Italy
Spain
Benelux
Nordics
45
57
28
60
71
44
28
57
LIKELY TO GET BROADBAND IN THE FUTURE %LIKELY TO GET BROADBAND IN THE FUTURE %
QC4. Do you intend to upgrade to broadband some time in the future?
[Base: All female non-broadband internet users, 544]
Female AverageFemale Average
2005200520052005
![Page 22: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/22.jpg)
PAN EUROPEAN WEBSITE USAGE AND WEB ACTIVITIES
![Page 23: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/23.jpg)
78
56 53 5346 45 42 38
33 30 30 29 27 24 24 22 19 17 16 16 15 156 5 2
84
84
75
49
25
39
15
37
24
4641
14 13
5
19
46
2020
33
45
61
44
6
0
44
37
49
0
25
50
75
100
Searc
h en
gines
Travel
Holiday
s
News
Local i
nform
atio
n
Banking a
nd Fin
ance
Shopping
Musi
c
Health
Jobs
Auction
Films
Wom
en's
site
s
Family
& k
ids
Price
Comparis
on
Proper
ty
Sports
Mobile
phones
Games
Technolo
gy
Cars o
r moto
ring TV
Adult Conte
nt
Dating
Betting/G
amblin
g
Women Men
Q7a. Which of the following types of websites do you visit at least once a month?
(%)
Websites Visited: Women vs. Men
[Base: All female internet users: 1686, all male internet users: 1914]
![Page 24: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/24.jpg)
Q7A. Which of the following website or websites, if any, do you visit at least once a month?
Websites visited by Women
5343 39
34 3022 22
16 15 143
4542
38
30 30 29
19 17 15
5
56
0
25
50
75
100
Travel
Banking a
nd Fin
ance
Shopping
Musi
cJo
bs
Auction
Films
Sports
Mobile
phones
Cars o
r moto
ring
Dating
(%)
2004 2005
TRAVEL UP 6%TRAVEL UP 6%
BANKING & FINANCE UP 5%BANKING & FINANCE UP 5%
SHOPPING UP 8%SHOPPING UP 8%
AUCTIONS UP 36%AUCTIONS UP 36%
FILMS UP 32%FILMS UP 32%
MUSIC UP 12%MUSIC UP 12%
![Page 25: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/25.jpg)
24
20
1512 12 11
9 8 8 7
30
29
24
20
1514
13 1312 12
10
32
0
10
20
30
40
InstantMessaging
Musicdownloads
Listening tothe radio
Forums On-linegaming
Visitingchatrooms
TV and filmvideo
downloads
Blogging P2P Filesharing
Podcasting Makingtelephone
calls
Women EU
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]
Web Activities: Women vs. EU & Norway
![Page 26: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/26.jpg)
STRENGTHS OF THE INTERNET
![Page 27: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/27.jpg)
“Can get what you want quickly & saves you time”
80%
22%18% 17%
11%
The Internet Newspapers Television Radio Magazines
[Base: All 2004 female respondents who use all media 672]
![Page 28: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/28.jpg)
“Has what you want when you want it”
67%
28% 27% 25% 24%
The Internet Television Newspapers Magazines Radio
[Base: All 2004 female respondents who use all media 672]
![Page 29: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/29.jpg)
“Are media that puts you in control”
52%
41%
29%26%
22%
The Internet Newspapers Television Radio Magazines
[Base: All 2004 female respondents who use all media 672]
![Page 30: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/30.jpg)
“Are media that keeps you ahead of the game”
61%
44%41%
30%
20%
The Internet Television Newspapers Radio Magazines
[Base: All 2004 female respondents who use all media 672]
![Page 31: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/31.jpg)
“Feature advertising from forward thinking brands”
60%
55%
40%
29%
23%
Television The Internet Magazines Newspapers Radio
[Base: All 2004 female respondents who use all media 672]
![Page 32: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/32.jpg)
“Are good for when your brain is most active”
60%
52%
29%25% 24%
Newspapers The Internet Magazines Radio Television
[Base: All 2004 female respondents who use all media 672]
![Page 33: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/33.jpg)
“Place you can lose yourself”
42%
37%
28% 27%
12%
Television The Internet Radio Magazines Newspapers
[Base: All 2004 female respondents who use all media 672]
![Page 34: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/34.jpg)
CONCLUSIONS
![Page 35: EIAA Digital Women report Pan-European Results March 2006 Conducted by SPA/Synovate](https://reader033.vdocuments.site/reader033/viewer/2022051418/5681537e550346895dc181ba/html5/thumbnails/35.jpg)
Although online growth is slowing, this isn’t true of female audiences
Women with kids and young professionals driving growth
Internet is 3rd biggest medium and 2nd in prime time
Female audiences aren’t elusive or specialist!
Attitudinally online and TV derives positive perceptions from key statements
Key Takeouts