The last 3 studies to discover

by bold-lichterman

[Médiamétrie] The audience for online video and mobile internet in France…. Online ads in front of the press announcements, according to Xerfi Precepta…. Women followers of multitasking…. Focus on three new studies.

[Médiamétrie] The audience for online video and mobile internet in France

1605986724 950 The last 3 studies to discover

The French: “bulimics” of online video ?. 1 year after the launch of online video audience measurement, Médiamétrie published last Friday a first annual report, based on the latest figures analyzed from last July. Unsurprisingly, the institute provides a very dynamic panorama of the sector.

Mediamétrie thus indicates that:

  • In July 2012, 31.6 million Internet users watched at least one video on the internet, i.e. 4.6 million more than in July 2011.
  • In one year, the number of videonauts has therefore increased by 17.2%, while the number of Internet users has only increased by 7.5% over the same period.
  • Last July, 76% of Internet users watched videos online, compared to 70% the previous year.

In addition to the constantly growing number of followers, Médiamétrie highlights an increasingly important commitment.

  • In July, videonauts spent, on average, 3 hours and 53 minutes watching videos online, compared to almost an hour less in July 2011.
  • Another key indicator: Internet video enthusiasts consume, on average, 77 videos, 17 more than a year ago.

Mobile users addicted to Facebook and Google? At the same time, Médiamétrie also published the latest audience figures for mobile internet for the month of August. Over the period studied, 20.4M French people connected to the mobile Internet through a site or an application, or 37.7% of French people.

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The institute underlines in this study to what extent the consumption of mobile internet is driven by big brands. Médiamétrie indicates, for example, that Google and Facebook reach nearly 85% of mobile users. More specifically, in August 2012, 80.9% of mobile users consulted Google (vs. 71.2% in January), 70.1% for Facebook (vs. 62.9% in January).

The Top 20 brands also include portals and applications from mobile operators and offers from publishers. According to the institute, these actors now reach in one month the audience they achieved in 3 months, 2 years ago.

Check here mobile audience rankings by groups, sites and applications.

Online announcements in front of press announcements

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“For the first time, the internet advertising market exceeded in value in 2011 (669 million euros in revenue) that of press ads (635 million euros),” say analysts at Xerfi-Precepta, in an international study published this morning. In this new report, the firm specifies that after an increase of 17% in online ads over one year, the Internet’s share of the total ad market has now reached 51%, compared to 7% in 2003.

In total, in 2011 online ads would have represented € 669 million in revenue worldwide. Five main segments share this market:

  • Real estate ads come first with 215 million euros (32% of revenue)
  • Job advertisement tracking (145 million or 22%)
  • Next come the segment of online dating sites (120 million euros or 18%)
  • Other types of ads (110 million or 16%)
  • And finally auto-motorcycle-boating ads (79 million or 12%).

Despite these fine performances, Xerfi experts anticipate a sharp slowdown in growth in 2012 (+ 2%) and even a decline in 2013 (-2%). Despite this expected first decline, the internet advertising sector is expected to once again peak at over 700 million euros in 2015.

Women multitasking enthusiasts

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As part of the “Women in Media” program, the firm Deloitte has just published a study deciphering the relationship of women with the media in 8 different countries.

According to the report, the Internet is the second most popular medium for women in the world. However, according to Ariane Bucaille, Partner in charge of Media Telecommunication Technologies at Deloitte, “Internet still weighs little on purchasing decisions”. There is thus a clear difference between preference and influence. In France, for example, posters remain the most influential medium.

The study then looked at the new trend in multitasking, which involves consulting other media while watching TV. According to the Deloitte firm, this behavior is observed more among women than among men, especially in France (63% vs. 43%).

Specifically, when watching television, women:

  • Consult and send emails (+ 27% compared to men),
  • Browse the net (+ 16%),
  • Read a magazine (+ 38%),
  • Go to social media (+ 27%),
  • Write an SMS (+ 34%)
  • Or even buy online (+ 28%).