AMSTERDAM – Leading global market research firm Synovate today released the EMS, EMS Select, CEMS and EMS Digital Life.

 

EMS represents Europe’s most affluent and influential consumers:

 

EMS 2009 clearly demonstrates that international TV channels and print titles in Europe and Central Europe continue to show a stable, healthy performance.

Net AIR PE News and Business*	EMS 2009
EMS	7.0%
EMS Select	14.5%

 

 

Net AIR All In-flight	EMS 2009
EMS	17.4%
EMS Select	34.8%

Base: 24mths fieldwork

 

Net Weekly Reach PE TV News & Business**	EMS 2009
EMS	42.6%
EMS Select	54.4%
CEMS	42.9%

**( News/Business PETV: Aljazeera English, BBC World News, Bloomberg TV, CNBC, CNN International, EuroNews, France 24, RT Russia Today, Sky News) Base : 12mths fieldwork

 

The EMS Select results show growth for international Print and TV.

 

EMS Select	EMS 2009	EMS 2008
Net Weekly Reach PE TV News & Business**	54.4%	53.8%
Net AIR PE News and Business*	14.5%	14.1%
Net AIR PE General Monthlies****	12.9%	12.4%

 

 

Next to the vast amount of TV and Print data EMS also offers usage of relevant media websites to facilitate significantly improved cross media planning, showing campaign performance across multiple platforms.
 

PE TV News & Business**- Weekly  Reach	Web	Web + TV
EMS	22.4%	50.6%
EMS Select	33.1%	64.1%
CEMS	14.8%	48.2%

 

 

Reach General PETV***- Weekly Reach	Web	Web + TV
EMS	21.8%	66.1%
EMS Select	29.5%	73.2%
CEMS	19.2%	78.1%

 

PE News and Business*	Weekly Reach Web	Weekly Reach Web + AIR
EMS	7.9%	12.4%
EMS Select	15.5%	24.2%

 

This indicates that the web is not taking away audience but actually introducing the brand to a new and wider audience.

In EMS 2009 the psychographics on EMS have been significantly increased. These statements allow the user to segment in many different ways and create clusters to define their target audience. Synovate have also created a set of six new motivational clusters which may be used to provide another perspective on the EMS population.

 

 

Career builders: This group is mainly characterised by their attitude to work. While they may not have reached the pinnacle of their career yet, they are very committed to their work and get a real satisfaction from it.

 

Good Life: This group prefers to invest their time and money in improving the quality of their lives rather than building a career.

 

Innovation & Exploration: For the members of this group, technology is the answer - innovation makes their lives easier. They follow the latest developments in technology and always buy the newest innovative products released on the market.

 

Committed and Conscious: This group has many characteristics similar to the ‘Good Life’ group; they are committed to the environment, culturally aware, with a sense of community and social responsibility. 

 

Global Networkers: The members of this group are very interested by what is happening in the world. They value exploration and discovery and want to know everything about the world in which they are living.

 

Prestige & Stature: For this group, it’s all about style and status. They like to be seen to be well dressed and have their achievements recognized by their peers. 

EMS and EMS Select 2009 Fieldwork Period:

 

 

 

The lifestyle data covers many on and off line features of the upscale European consumer and businessmen. For example the penetration of 1st, 2nd and 3rd screens such as smart phones.

EMS Digital Life 2009 shows an increase of smart mobile devices. The number of Iphones has increased by 1.4 million and the blackberry is now owned by 0.5 million more users compared to 2008.  The average EMS Digital Life respondent spends over 6 hours per day on media of which, 53 minutes per day reading, 1 hour and 38 minutes watching TV, 1 hour and 34 minutes listening to music (radio or recorded music), 1 hour and 38 minutes on the Internet and 57 minutes on email or chatting online. Please note this incorporates simultaneous media activity i.e. if an individual spent an hour listening to the radio while surfing the internet this would count as 2hours of media activitiy.

The extensive diary captures a full day in the life with regard to place, activities, devices used, content used or generated and simultaneous activities, also known as multitasking. The diary reveals behaviour over time, which adds a very important dimension to traditional, static profiling.

 

 

2009 has been a busy year for EMS with the expansion to the Middle East. Synovate conducted 2,569 interviews with affluent consumers in the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, Egypt, Lebanon and Jordan from mid June to September 2008. The EMS ME 2009 results show that international TV shows a strong performance in the Gulf and Non-Gulf area with a weekly viewing of 96%. International print shows a solid performance in the Gulf area with an AIR of 46%.

 

The synchronized offerings of EMS in Europe, Middle East and in 2010 also Africa, including Digital Life enable media owners and media specialists to have a true global perspective on the online and offline behaviour of their target groups.

	EMS and EMS Digital Life 2009
	Fact sheet EMS and EMS Digital Life 2009
	EMS and EMS Digital Life launch presentation 2009 (pdf)
	EMS 2009: Pan European TV results (video)
	EMS 2009: Pan European Print results (video)
	EMS 2009: Website results of Pan European media (video)
	EMS Digital Life 2009 (video)