European Interactive Advertising Association

· 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

London, 11 June 2009 – Research announced today from the European Interactive Advertising Association (EIAA) reveals a marked increase in the number of people choosing to consume different media simultaneously, heralding the emergence of the engaged ‘Media Multi-Tasker’ and highlighting how consumers are entering a new phase of communications and commerce online.

The first ‘EIAA Media Multi-tasking Report’ provides valuable insights into the digital lifestyles of Europe’s media multi-taskers. The research shows the increasing shift towards media convergence with TV and internet media multi-tasking growing rapidly, +38% since 2006 and almost a quarter (22%) of all Europeans now using TV and internet simultaneously. For brands, this highlights a growing audience of active and engaged consumers that can be targeted more effectively. Advertisers can therefore benefit from a better understanding of user behaviour, feeding insight into media strategies particularly when planning multi-media campaigns.

Media multi-taskers are heavy communicators online with more than half (51%) using Instant Messaging (vs. 27% of non multi-taskers) and communicating via social networks (53% vs. 33%) to share updates and opinions with friends and family. With almost a third (29%) of media multi-taskers using their mobile to communicate without talking (e.g. via email, IM, communicating via social networking) it suggests this group are both technologically sophisticated and more deeply engaged as a target market.

Media multi-taskers are also 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. Almost half of TV and internet multi-taskers (48%) also admit to actively changing their mind about a brand to purchase after research on the internet compared to 36% of non multi-taskers. This 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.

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). 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.

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, 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) and more than half (54%) are better able to manage their finances online (vs. 42%). Ultimately, with 88% of media multi-taskers conclusively 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.

The majority of European media multi-taskers are aged under 35. One quarter (25%) of those who mix their media regularly fall within the digital youth category (16-24 year olds), while 29% are part of our ‘Golden Youth’ ( 24-35 year olds) – a group already identified as heavy and engaged users of the internet. In comparison, only 13% of media multi-taskers are aged between 45 and 54 years old. However, 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. Marketers should bear these demographic differences in mind when thinking about future multi-media campaigns.

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. With multi-taskers more likely to have access to wireless technology (57% vs. 43%) as well as own a laptop (69% vs. 54%), it 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.

Alison Fennah, Executive Director of the EIAA says: “With a growing number of Europeans meshing their media, it is important for marketers to understand this demographic, their behaviours and how to effectively target them. The EIAA’s Media Multi-Tasking Report provides key insights into this area and highlights the need for marketers to understand that the days of siloed media consumption is over. With the proliferation of laptops and development of technologies such as smart phones and mobile devices, it has never been easier for consumers to access the internet on the move and so, mesh their media. Therefore, to keep ahead of the game brands need to better understand how media can work most effectively together and reflect this in their marketing strategies.”

The study involved 9,095 interviews in total with 6000 CATI interviews in UK, France, Spain, Italy, Germany, Belgium and the Netherlands in addition to 3000 online interviews in Scandinavia along with 3000 interviews using an Omnibus study.

The European Interactive Advertising Association (www.eiaa.net) is the leading pan-European 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 Adconion Media Group, AD Europe, AdLINK Group, blinkx, CNN International, CondéNet International, Disney, eBay International Advertising, EyeWonder, Gruner + Jahr, LinkedIn, Microsoft Advertising, MTV Networks International, Orange Advertising Network, Platform-A, PREMIUM PUBLISHERS ONLINE, smartclip, Specific Media, Vodafone, wunderloop and Yahoo! Europe. The EIAA is chaired by Michael Kleindl, Managing Partner of Valkiria Network.

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.