Home  |  News  |  Sitemap
 

Results

Media behaviour

How much time do you spend during a day, reading magazines, watching your favourite TV shows or surfing the Internet? EMS measures the media behaviour of Europe’s most affluent target group, a universe of 47million people in EMS and 8,3 million in EMS Select..

We know what channels they watch, the titles they read and the websites they visit, and also the role media play in their daily lives. How much time do they spend on media?

The EMS universe spends quite some time on media. According to the latest EMS 2011 release, TV is still popular; about 2 hours per day are spent watching TV. Quite a remarkable fact is that, despite of the digital revolution, print is also still popular. The EMS Select universe, the top segment, watch less TV but spend more time on reading and surfing the Web.




The Elite

What triggers these wealthy decision makers, these Influential Opinion Leaders, these Young Affluent Metropolitans?

EMS goes into depth and discovers lifestyles and opinions of this leading universe. A glimpse of the EMS 2011 summer profile data:

While Europe’s elite are drinking wine (76%) and the Select group is sipping on champagne (44%), they all discuss their personal interests. About 70% are into music, travel and literature. Another, popular activity is cooking for pleasure. Secretly they all want to be a chef in the kitchen and cook as well as Jamie.




The EMS eligible is passionate about sports and particularly soccer; almost 27 million people in the EMS target group love watching Messi, Sneijder, Ronaldo and many more, doing their tricks. Adventurous as they are, they are also into outdoor pursuits. The EMS Select individuals also find their excitement in Formula 1. More than half of the Select population, over 4 million people, are interested in this sport.




Watching these fast and expensive cars doesn’t particularly mean they own one as well. One out of two people own a saloon car/sedan. For both EMS as EMS Select, the most popular car brand owned is Volkswagen (15%) followed by Renault (14%). The Select group also drive round in BMW cars (13%) and Audi cars (12%).

The EMS individuals are hard working entrepreneurs. About 90% are committed to their job and get satisfaction from their work. Also their appearance and image is considered important (85%). They wear watches worth €1000 ( €2000 for the Select group on average) and don’t mind paying extra for quality (85%-90%). About 75% see themselves as global citizens and 90% are interested in learning about other cultures.

About 95% enjoy learning new things. They also like visiting museums or going to the cinema and enjoy taking trips. In the next 12 months most of the EMS and EMS Select group will holiday in Europe. They are planning to go to countries such as Spain, France, Germany and Italy. Outside of Europe they will search for sunny beaches in places such as the Caribbean or Thailand.

Let’s go digital

About 8 million people of the EMS audience own a Smartphone and another 2 million are planning to buy one. Among smartphones, blackberry and iPhone are still in the lead. The iPhone is not the only Apple product the EMS audience is interested in, the iPad is definitely emerging. More than…. Million own and iPad and… million are planning to buy an iPad in the near future.






  Print



© 2008 Synovate. All Rights Reserved.