New research by Ipsos show more than a quarter of affluent Europeans are now solidly established as ‘three-screen’ users, according to the EMS Deep Dive study.
The so-called ‘three-screen users’ are people increasingly embracing tablets, smartphones and PCs to access media content, but are not doing this at the expense of more traditional media formats.
Some more key findings from the study, carried out amongst 1 074 of the top 13% of earners in four European countries, include:
· On weekdays, just under two-thirds of newspaper and magazine reading is via printed copies. At weekends, this rises to nearly three-quarters of reading (slide2)
· 94% of TV viewing still takes place on a traditional television screen (slide3)
· Nowadays a significant part of the audience of international media is consumed via digital platforms. International print brands are on average already more reached by other platforms than the traditional printed edition (slide4)
· International TV brands still reach their audience mainly via the main TV-set, but large part of the audiences are also reached by other devices, such as the laptop or PC.
· The UK leads Europe in its adoption and usage of digital devices, with four out of five affluent using smartphones and just under half using tablets .
EMS, the European survey of the affluent population, has been measuring the habits and media consumption for nearly 20 years. During this time we have seen the introduction of the internet, mobile communication and all kinds of devices people use to work, plan and communicate with.
The EMS Deep dive reports on the current latest developments: which devices and platforms are used, for how long, at what time, and how does this affect the way media brands are in contact with the audiences?
The survey identified three trend setting target groups: 3 screen users, connected TV owners, and social media users .
1. Three screen users (=27% of deep dive affluent individuals) are not consuming less traditional media, but more media overall on tablets and smartphones.
2. Connected TV users (=12% of deep dive affluent individuals). This group is still relatively small, and most of them do not actually use the TV screen as an internet device. They use their smart TVs to watch more TV.
3. Heavy social media users (=21% of deep dive affluent individuals, defined as using 1+hrs per day) are above all, heavy internet users. Social media has gained a significant position in the media landscape.
