Online advertising influence far more prevalent in Spain than other Western European countries
Online advertising influence far more prevalent in Spain than other Western European countries, BMRB’s new TGI Net Europa survey shows
Spanish adults are a third more likely than other internet users in Western Europe to admit that online adverts influence the brands they buy, data from BMRB’s new TGI Net Europa survey reveals.
With online advertising an increasingly dominant medium in its own right and the internet used more and more as a forum for consuming other media, there is a growing need for pan-European planners and media owners to understand how internet use can most effectively be exploited to reach consumers. TGI has set up its new Net Europa survey with founding subscriber OMD to extend industry knowledge of the internet user across Europe.
TGI Net Europa data also reveals that while adults in Britain are a fifth more likely to be influenced in their brand buying by online ads than the average internet user in Western Europe, Germans are 16% less likely and the French 25% less likely.
France, Germany and - particularly - Britain, all have a higher proportion of adults online than Spain. Thus, those Spanish adults who do use the Internet represent a relatively niche and technology-involved group who are more likely than their Western European counterparts to be engaged by many aspects of the online experience.
This high level of Spanish engagement with internet advertising is supported by greater interest in certain internet activities. Spanish internet users are a fifth more likely than internet users in the other countries to have been on Facebook ‘today’ and 85% more likely to have a blog. In addition, consumption of other media whilst online is generally lower amongst Spanish people. In Germany 42% of internet users usually watch TV whilst online compared to just 30% in Spain.
The TGI Net Europa study provides detailed information across a broad spectrum of internet activity, from location of internet use and ad effectiveness, to user attitudes and e-commerce. Consumer habits on media, travel, recruitment, banking and financial sites are also monitored.
TGI Europa director, Chris Bunyan, comments “In TGI Net Europa we are delighted to be launching an unparalleled robust database of detailed internet behaviour across Europe. This study offers a new and unique insight into internet users in Britain, France, Germany and Spain – providing real understanding of the people behind the clicks”.
Jo Rigby, OMD Research Director EMEA, adds “Being the founding agency partner to TGI Net Europa has provided OMD with a first-mover opportunity to gather much needed information about how digital behaviour is shaping across Europe."
Editor’s notes
BMRB’s TGI Net Europa survey is based on a representative sample of c. 56,000 adults (aged 15+) across four key Western European markets - GB, France, Germany and Spain - representing a universe of around 200 million. The survey is a fusion of BMRB’s TGI Europa study and a specialised internet survey. The result is a database combining TGI Europa’s detailed product/brand usage, lifestyle information, media consumption and attitudinal data with a host of further information on internet behaviour and attitudes.
BMRB is one of the leading market research agencies in the UK and a key operating company within the Millward Brown Group which, in turn, is part of Kantar, WPP's insight, information and consultancy division.
For more information:
Chris Bunyan, BMRB
chris.bunyan@bmrb.co.uk
Tel: 020 8433 4108
