Media use in Europe: Media use in Europe Differences and similarities


Study (McCain): Patterns of Media Use in Europe (1986): Study (McCain): Patterns of Media Use in Europe (1986)


Summary Profiles – Factor I Finland, Norway, Switzerland, Austria, Denmark, Sweden, Ireland, Portugal : Summary Profiles – Factor I Finland, Norway, Switzerland, Austria, Denmark, Sweden, Ireland, Portugal Small populations, relatively high inflation rates People watch a bit less than others Highest numbers of VCR Watch foreign television programmes regularly Radio listened a bit less than in Belgium/ Netherlands, but more than in the larger countries of Europe 65% of the population read newspapers everyday Cable in 1/3 of the homes


Summary Profiles – Factor IIGermany, Italy, France, UK and Spain: Summary Profiles – Factor II Germany, Italy, France, UK and Spain Highly populated nations Lower GNPs than the other countries Long established public-service-oriented broadcasting systems Highest amount of TV-viewing Foreign television viewing is very low Low cable penetration VCR: in 10% of the homes Radio is listened to less often and for shorter time periods Smaller percentage of car radios Newspapers are read less often than in the other European countries


Summary Profiles – Factor IIIDutch speaking Belgium, French-speaking Belgium, Holland: Summary Profiles – Factor III Dutch speaking Belgium, French-speaking Belgium, Holland Densely populated High television saturation Lowest VCR-penetration Highest foreign television viewing Highest cable penetration (over 81% of the homes are wired) Over ¾ of the people tune in broadcast television on a daily basis, though they watch it less than the other countries Listen to radio for longer periods of time, tend to tune into the radio more frequently 64% read a newspaper on a daily basis


Implications: Implications Important to know more fully the demographic makeup of the various populations Clusters can be considered as a starting point Influence on media patterns: Economical situation Population size Language Existing patterns


Reminder-International Key Facts 2005 : Reminder- International Key Facts 2005


TV-Households in %: TV-Households in %


TV-Viewing Patterns in Europe International Key Facts 2005 : TV-Viewing Patterns in Europe International Key Facts 2005


Viewing patterns in Europe: Viewing patterns in Europe Broadest daily reach: TV Steady increase in viewing times all across Europe (average 3,5h) Rise of the Internet does not reduce TV consumption significantly Eastern Europe: increase even higher than in Western Europe Difference between countries with a lower viewing time and countries with a hugher viewing time has remained consistent


Different Countries – different viewing times: Different Countries – different viewing times Each nation: uniquely developed viewing habits; result of Cultural characteristics Different programme offerings Domestically dominant age group Local employment situation Social and political events of national interests


Different Countries – different viewing times: Different Countries – different viewing times Eastern Europe – highest viewing times Western Europe – highest viewing times mainly located in the South Northern Europe – below the European average People in countries with just a few national channels tend to watch less TV


Different target groups – different viewing times: Different target groups – different viewing times Viewing time seems to increase in line with the age of people There are regional distinctions between the viewing times of the different age groups children in Eastern Europe: longest viewing time Children in Northern Europe watch less TV than in other parts of Europe


Weekdays versus Weekends: Weekdays versus Weekends People watch considerably more TV on the weekend than during the week Exceptions: couple of southern European countries: Greece, housewives in Greece /Spain


Daytime viewing across Europe: Daytime viewing across Europe Each culture has its own individual routine National TV prime time differs


Northern European Countries: Northern European Countries


Southern European Countries: Southern European Countries


Slide24: Western Europe Peak around 9:15 pm, 40% total television reach Eastern Europe No siesta-phenomenon; tendence to watch more TV in the morning than do the western Europeans Eastern/Western Europe: Similar time slot


Changes in viewing patterns over the last 10 years: Changes in viewing patterns over the last 10 years Peak levels have undergone changes Increasing viewing time all across Europe becomes more noticeable in the non-primetime hours of the day TV: steady companion throughout the day


Slide26: TV-use concentrates mainly on national programmes, with the exception of smaller countries which have bigger neighbouring countries Entertainment is more international than information Differences in handling imported programmes Differences in the number of accessible programmes


Discussion: Discussion Insurmountable differences in the viewing patterns prevent the development of a unitary European public sphere Language is the most important predictor for the use of media and therefore for the development of a European public sphere The development of an elitist public sphere is brought forth by a digital divide Different patterns in media use complicates forming a European Identity Those who have similar patterns in media use will grow stronger together than others will do Considering the differences - How to design a European platform?