A recent Mediascope Europe bulletin shows that 68% of tablet users in Europe watch TV Online on a monthly basis compared with 49% of European internet users and 50% are interested in playing games as part of ad campaigns (only 25% of internet users using other devices).
European tablet users are also more likely to buy online than other internet users. According to Mediascope, they made an average of 22.8 purchases in 6 months and 7.7 buys per month, outrunning the other internet users (15.1 purchases in 6 months and 5.2 / month)
When it comes of how much European tablet users are actually spending online, they used Euro 718 for buys made during 6 months, with a monthly average of Euro 175. The other internet users shopped for just Euro 544 in half a year, with the monthly average of Euro 148.
In their relation with brands, 49% of tablet users are interested in connecting with brands via social networks, 43% – via QR codes, 50% – via location based vouchers, 50% – via playing games that are included in ad campaigns and 44% by playing games on a brands website.
Mediascope Europe study is consider the European standard in cross-media research among consumers. Launched in 2003, Mediascope had a major contribution in defining and understanding changes in media consumption patterns, the evolution of the media consumption and trends in e-commerce.
IAB Romania was created in 2006 and reunites the most important companies in online advertising sector: media sales houses, advertising agencies, service providers, local publishers and local branches of international publishers. IAB Romania is member of IAB Europe.