How has the era of internet influenced our media consumption and lifestyles? Consumer insight for Adria region Ljubljana, 27th November 2008 Katja Zužič, Web Research Manager Matej Mrevlje, Data Processing Manager

2 HOW HAS OUR DAILY LIFE CHANGED IN THE ERA OF INTERNET? Oh, so they have internet on computers now!

3 SOURCE OF DATA »Single-source« research about Product and brand usage Consumer opinions, free time activities and purchasing habits Reading, listening, viewing and usage of other media Sociodemographic characteristics of respondents Interviewing method and sample size Self-completion of questionnaires in households Multistratified, random sample, based on statistical regions Annual average data are based on app respondents per country Target group Potential respondents are individuals aged from 15 to 75 Regions and frequency Continuously from the second half of year 2000, half-year intervals Slovenia, Croatia and Serbia (it is also possible to gain data from 59 other countries around the world)

4 CHANGES IN SOCIO- DEMOGRAPHIC PROFILE OF INTERNET USERS… TREND ANALYSIS

5 INTERNET PENETRATION

6 INTERNET USERS Age profile  Internet users are slightly above average MALES  no differences in gender structure through years

7 INTERNET USERS Education profile  Among SLO and CRO internet users: increase of married users  Decrease of single users among SLO internet users, while increase among CRO internet users ?

8 CHANGES IN INTERNET USAGE… TREND ANALYSIS

9 INTERNET USAGE Location

10 INTERNET USAGE Frequency

11 SOME CHANGES IN LIFESTYLE… TREND ANALYSIS

12 LIFESTYLE General population  “When I need information the first place I check is the internet”

13 LIFESTYLE General population  BUT: increasing trust in internet among internet users

14 CHANGES IN MEDIA CONSUMPTION… TREND ANALYSIS

15 MEDIA CONSUMPTION TV: no significant changes… WOM: no significant changes… OUTDOOR: no significant changes… DAILIES: no significant changes… THOUGH significant changes for…

16 MEDIA CONSUMPTION Cinema

17 MEDIA CONSUMPTION Monthlies  Comparable decrease also for:  supplements  direct mail  books!

18 Have these consumers passed over to the internet? Where can we find them? On-line watching TV Blogging Chatting E-news …MEDIA CONSUMPTION increase in…

19 MEDIA CONSUMPTION E-news

20 WHO ARE CURRENT INTERNET USERS? HOW CAN WE TARGET THEM?

21 INTERNET USAGE

22 INTERNET USERS PROFILE Socio - demographic characteristics

23 INTERNET USERS PROFILE Lifestyle Like to experience different holidays and traveling abroad Try to keep up with development and technology Visiting cinema, eating in restaurants Going out to night clubs Friends more important than family Adventurous, ambitious Like to stand out and image oriented Like the idea of being different Spending evenings outside Spending money on personal cosmetics Buying fashionable clothes and spending a lot of money on them Ambitious, adventurous, dress up in a young fashion Follow trends Search for profitable ways of investing money; thing about their work during free time Try to experiment Visiting cinema Spending money on personal cosmetics and clothes Dress up in a young fashion; like following trends Keep up with the innovations in communication technology and are first to accept new technological gadgets Ambitious, adventurous, like going out Like trying new things

24 INTERNET USAGE Purpose  Substantial increase of on-line banking in last few years

25 INTERNET ACTIVITIES

26 THE FUTURE OF INTERNET The Internet has been the most fundamental change during my lifetime and for hundreds of years. Someone the other day said, "It's the biggest thing since Gutenberg," and then someone else said "No, it's the biggest thing since the invention of writing." (Rupert Murdoch) I am much more optimistic about the prospects of the Internet and what it means for human civilization. I think it will enhance liberal education as never before, and more likely to usher in a new enlightenment than to cause the death of civilization. (Larry Sanger) …and we will track the future with TGI

Thank you for your attention