1. RTÉ Digital Consumer Study September 2014 Prepared For PREPARED BY: Ian McShane & John O’Mahony J.5223

2. Introduction

3. 3 CONFIDENTIAL Quantitative Research Approach ● The quantitative survey approach consisted of two phases: ● This dual approach has previously been successfully applied to RTÉ Player research by B&A. ● The technique used for conducting B & A segmentation studies is k means cluster analysis. ● Both phases of the quantitative research were conducted in September 2014. A national survey of 1,000 adults to deliver accurate estimates of RTÉ.ie usage relative to the competitive set. These findings were used to deliver rigorously based population projections for the findings from an online survey. RTÉ.ie Deep Dive Online Survey An online survey of the total online universe using Behaviour & Attitudes’ online consumer panel (Acumen). This research provides a detailed profile of RTÉ.ie users and an assessment of their user experience and review of competitor sites. It also included Technographic profiling to facilitate a segmentation analysis of the online audience. Benchmark National Barometer Survey

4. 4 Website Use

5. 5 CONFIDENTIAL Website Usage (Top Sites) Base: All Online Adults N – 1,014 (2,768,000) WEEKLY PLUS (POP. ESTIMATE) % % 19 (530,000) 19 (514,000) 17 (477,000) 16 (436,000) 13 (370,000) 12 (332,000) 9 (261,000) 9 (245,000) 8 (213,000) Q.2 Q.2a Which of these websites do you ever use nowadays? How frequently do you use ……………………? DailyWeeklyLess Often Never RTÉ.ie leads this list of sites on regular usage, with over ½ million weekly users.

6. 6 CONFIDENTIAL Website Weekly+ Usage Base: All Online Adults N – 1,014 (2,768,000) Q.2 Q.2a Which of these websites do you ever use nowadays? How frequently do you use ……………………? Tier 1 Tier 2 Tier 3 Tier 4 RTÉ.ie 19% Thejournal.ie 19% Independent.ie 17% Yahoo.com 16% Irish Times.com 13% Sky.com 12% Breakingnews.ie 9% BBC.co.uk 9% Entertainment.ie 8% Her.ie 7% msn.ie 7% joe.ie 6% Huffingtonpost.com 5% Dailymail.co.uk 5% TV3.ie 5% Buzzfeed.com 2% CNN.com 2% Guardian.co.uk 2% Channel4.com 2% TG4.ie 1% Average Weekly Plus Use (18%) (10%) (6%) (2%)

7. 7 Website Areas visited

8. 8 CONFIDENTIAL RTÉ.ie - Areas Visited Base: RTÉ.ie weekly plus users N-460 Q.4aAnd which of these areas of …….. (DISPLAY WEBSITE – RANDOM ORDER) do you tend to visit at least 2 or 3 times in an average week? TotalGenderAgeClass MaleFemale18-3435-5455+ABC1FC2DE UNWTD46026219816719499276184 %%%% News8681928194789374 Business20309212313277 Sport4063144235444334 Entertainment3624493639294127 Life & Style17430111624219 Arts & Culture5643313310 Opinion & Analysis 72141325102 Area usage of RTÉ.ie divides on gender grounds.

9. 9 CONFIDENTIAL Websites: Time Spent on Average Visit Base: Weekly Plus Users RTÉ.ie I usually just dip in and out of it each time I visit it – spending just a minute or two on it on each visit I usually spend 3 to 5 minutes on it during each visit – clicking in and out of a number of pages on the site I usually spend up to ten minutes on it on each visit – taking my time to scan all of the areas of interest to me on the site I usually spend more than 10 minutes on it on each visit – scanning all areas of interest and reading some in detail Q.6And which of these phrases would best describe the amount of time you spend on average during a typical visit to ……………… Mean:5.57 RTÉ.ie has the longest visit duration of the domestic publishers

10. Digital Audience Segmentation

11. 11 Segmentation Variables: A Mix of Behaviour & Attitudes ● Demographic profile (gender, age, region). ● Average no. sites visited weekly+. ● Average no. content areas consumed weekly+. ● Online content interest levels. ● Website engagement intensity (from dippers to dwellers). ● Digital media behaviour and attitudes. ● Online sharing behaviour & attitudes.

12. 12 Segments Overview

13. 13 The Segments Base: All Online Users N – 1014 (2,768,000) (607,000) (391,000) (1,146,000) (624,000) Lifestyle Seekers Hectic Catch-Ups Sharing Connectors News Junkies

14. 14 Sample Profile x Key Demographics Base: All Online Users N – 1014 (2,768,000) Key Demos: Gender: Pop. Est. 607,000 75% Female Pop. Est. 391,000 55% Male Pop. Est. 1,146,000 58% Female Pop. Est. 624,000 80% Male Age: 37% aged 45+32% under 24yrs53% aged 25-44 years 75% aged 35yrs+ Class: C2DE bias (60%)ABC1 bias (59%)Broad divide68% ABC1 Region: Broad regional spread 65% Dublin/Rest Leinster Broad divideDublin bias (40%) Lifestyle Seekers Hectic Catch-Ups Sharing Connectors News Junkies 41% 23% 14% 22%

15. 15 Level of Education Base: All Online Users N – 1014 (2,768,000) Total Lifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies Junior Certificate or earlier Leaving Certificate Post-Leaving Certificate/ Diploma Professional Qualification Undergraduate degree or equivalent Postgraduate degree or equivalent

16. 16 Technology Profile Base: All Online Users N – 1014 (2,768,000) Devices used to access the internet Laptop Desktop Pop. Est. 607,000 Laptop 83% Desktop 38% Pop. Est. 391,000 70% 53% Pop. Est. 1,146,000 83% 44% Pop. Est. 624,000 84% 52% Smart phone Android 40% iphone 30% Any 67% Android 41% iphone 31% Any 92% Android 47% iphone 27% Any 81% Android 55% Iphone 23% Any 81% Tablet Android 18% ipad 11% Any 43% Android 36% ipad 21% Any 61% Android 22% ipad 21% Any 45% ipad 25% Android 12% Any 37% Smart TV7%9%10%6% Games Console 6%7%16%6% 41% 23% Lifestyle Seekers Hectic Catch-Ups Sharing Connectors News Junkies 22% 14%

17. 17 CONFIDENTIAL Social Media Services Used Nowadays Base: All Online Users N – 1014 (2,768,000) % %% Facebook Skype Viber Whats App Facebook Messenger *Google+ Twitter Linkedin Spotify Snapchat Instagram Pinterest Tumblr SoundCloud Flickr Yo Foursquare Voxer HeyTell Q.17aWhich of the following social media services, if any, do you use nowadays? *Not Google Search TotalLifestyle SeekersHectic Catch-UpsSharing Connectors News Junkies %

18. 18 Online Content Importance Ranking Base: All Online Users N – 1014 (2,768,000) TotalLifestyle SeekersHectic Catch-UpsSharing Connectors News Junkies Q.8Please rank these types of online content in terms of their level of interest to you. Please enter the numbers ’1, 2, 3,’ etc. in the boxes beside the content that is most important to you (1 being of most interest, 2 of second most interest and so on).

19. 19 Attitudinal Profile – Digital Sharing Base: All Online Users N – 1014 (2,768,000) Q.19aAnd to what extent do you agree or disagree with each of the following statements about digital services, (such as websites, catch up and on-demand TV services, and apps)? TotalLifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies TotalLifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies TotalLifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies

20. 20 Attitudinal Profile – Digital Sharing Base: All Online Users N – 1014 (2,768,000) Q.19aAnd to what extent do you agree or disagree with each of the following statements about digital services, (such as websites, catch up and on-demand TV services, and apps)? TotalLifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies TotalLifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies TotalLifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies TotalLifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies

21. 21 Route to RTÉ.ie Base: All Respondents who visited RTÉ.ie weekly+ Q.7And through which of these routes do you most commonly end up on the ……… (DISPLAY WEBSITE – RANDOM ORDER)? I usually go directly to the website by typing in the address or using a favourite I usually end up on the website having started searching for something on Google, Yahoo, etc I usually link into the website from social media sites e.g Facebook, Twitter, etc. Lifestyle Seekers Hectic Catch- Ups Sharing Connectors News Junkies 8% 94% 89% 3% 1% 7% 87% 1% 73% 7% 8%

22. 22 Summary

23. 23 Summary Of Findings ● RTÉ.ie is the most used website at all and on a weekly basis, ahead of other Irish- based media sites and major international publishers ● RTÉ.ie attracts a different audience profile by section:  News and Business are more male  Entertainment and Lifestyle have a female bias ● At an average of 6 minutes, the average visit duration on RTÉ.ie is higher than the other domestic competition ● A segmentation of the Irish digital audience revealed 4 audience groups:  Sharing Connectors – the original content sharers and creators who derive the most benefit from digital media. Broad demographic representation  News Junkies – Heavy News, Sport and Business users who are confident with digital media and tend to be professionals with a male bias  Hectic Catch-Ups – Young, mainly urban social media users who are highly likely to be on mobile devices, snacking web content and devouring video on demand  Lifestyle Seekers – Digital media novices interested in Lifestyle and Entertainment content who tend to be older and female