Warc, 16 June 2014
AMSTERDAM: Close to one-third (28%) of wealthy Europeans now
own all three key devices – a smartphone, a tablet and a PC/laptop – a survey
of more than 28,000 Europeans across 21 countries has established.
These findings in the latest European Media and Marketing
Survey (EMS) from research firm Ipsos confirmed that ownership of multiple
devices among Europe's richest 13% of population has more than tripled from the
8% reported in 2012.
Individual smartphone ownership for this group now stands at
70%, up from 62% last year and 44% in 2012, while tablet ownership has grown to
35% compared with 21% in 2013 and 11% in the previous year.
Laptop/PC ownership remains at the 92% recorded last year,
slightly down from 94% in 2012.
Turkey emerged as the European nation where affluent people
are most likely to own a smartphone – 84% own this device, while 37% of Turkish
people own all three main devices. The Dutch have the highest proportion of
tablet-owners, at 54%.
Nathalie Sodeike, managing director of Ipsos MediaCT in the
Netherlands, said that while print and TV still makes up a large proportion of
media consumption, the survey showed affluent consumers are leading the way for
digital adoption.
"Every year we see digital technology play a larger and
larger role in the media consumption of Europe's affluent population," she
said.
Just under a third of affluent Europeans (27%) read
international publications to keep themselves informed, the report found, while
58% access media via digital devices.
More than four-fifths (82%) watch international TV channels
on a monthly basis, 63% doing so for news and business while 76% do so for
entertainment and general coverage.
The importance of social media sites for affluent Europeans
also emerged in the study – a full 43% say they check them several times a day,
while almost three-quarters visited Facebook, Google+, LinkedIn or Twitter in
the previous month.
Data sourced from Ipsos; additional content by Warc staff
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