Connected Consumers We have two key data sources to hand MediaTel - - PowerPoint PPT Presentation

Connected Consumers

We have two key data sources to hand…

MediaTel Connected TV Tracker

• A quarterly study focusing on connected and catch-up TV (attitudes and take-up)
• 15-minute online survey completed by 2,000 respondents per wave
• Tracking began in May 2011
• Wave 5 conducted between the 14th – 15th May, 2012
• Further second screen questions added from Wave 3

Smart TV Syndicated Product

• A quarterly study designed to understand the changing television market and viewing

model, and to support client centric decision-making (micro and macro levels)

• 25-minute online survey completed by 2,000 respondents per wave plus a 1,000-strong

Smart TV owner boost (UK and US only)

• Tracking began in May 2012 across four European markets
• Wave 2 to be conducted in June 2012
• Additional Qualitative (Industry and Consumer) work undertaken for Q1

Smart TV: Connecting you with consumers

Summary – Key Points to take from the latest connectivity and catch-up numbers

Plans to purchase a Smart/Internet connected TV are growing

3.8% 3.5% 5.6% 6.5% 7.9% 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2

Intention to purchase over the next 12 months is growing by quarter The percentage definitely not planning on buying has dropped

37.90% 40.40% 35.00% 34.40% 32.50% 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2

Source: MediaTel Connected TV Study

• Q. Which, if any, of the following devices do you own or intend to purchase in the next 12 months? (Please select all that apply).

Base: (2011 Q2) 2158 (2011 Q3) 2051 (2011 Q4) 2067 (2012 Q1) 2080 (2012 Q2) 2088

Smart TV ownership and intention to purchase – some similarities by market

Source: Smart TV Syndicated Product

• Q. Which, if any of the following, types of TV do you already own or intend to purchase in the next 12 months?

Base: UK (2086) USA (2180) Germany (2089) France (2086)

5% 8% 7% 8% 8% 9% 7% 6% 64% 63% 69% 72% 23% 21% 18% 14%

France Germany USA UK Already own Intend to Purchase Do not intend to purchase Not aware of this

Connecting TVs to the internet is on the up…

“The percentage that connect their Smart/Internet connected TV has grown quarterly*”

Q4 2011

55.9%

Q1 2012

62.10%

Q2 2012

65.8%

2011 Q3 2011 Q4 2012 Q1 2012 Q2 It's permanently connected 34.10% 50.90% 44.70% 44.60%

Source: MediaTel Connected TV Tracker

• Q. Have you connected your Smart TV/ internet-connected TV to the internet? (*By connect to the internet, we

mean actually connecting the television set to the internet so that you can access content online on your TV set) AND how frequently, do you connect your Smart TV/ internet-connected TV to the internet? Base: (2011 Q3) 265 (2011 Q4) 133 (Q1 2012) 199 (Q2 2012) 185

*of those who own a Smart /internet-connected TV

11% 8% 12% 4% 7% 9% 7%

• 3%

31% 30% 27% 27%

12% 18% 18% 23%

UK USA Germany France Very appealing Somewhat appealing Very unappealing Somewhat unappealing

…with the connectivity concept appealing across all markets

How appealing or unappealing do you find the idea of being able to access the internet on your TV?

Base: UK (2086) USA (2180) Germany (2089) France (2086)

43% 48% 45% 50%

The Living Room TV: centre of attention

• r a catalyst for other activity?

The 21st century living room. A place of multiple screens?

“The proportion of the UK population that watch TV and use another device at the same time is static year

• n year”

Q2 2011 55% Q3 2011 57% Q4 2011 57% Q1 2012 57% Q2 2012 54%

“However, usage of iPad/Tablets whilst watching TV has increased…”

11% 15% 17% 2011 Q4 2012 Q1 2012 Q2

Source: MediaTel Connected TV Tracker

• Q. Do you ever watch television and use another device at the same time (e.g. computer, phone or tablet)?

Base: (2011 Q2) 2146 (2011 Q3) 2051 (2011 Q4) 2048 (2012 Q1) 2080 (2012 Q2) 2088

Social media has yet to truly change the role of the living room

“Daily usage of Facebook and Twitter to talk/Tweet about what they are watching is most prominent amongst males and those aged 25-34 years old” Owners vs. Intenders vs. Non-intenders

24% 68% 27% 30% 56% 29% 53% 76% 44%

Smart TV

“This group is most open to the proposed unification of social media services and Smart TV…although overall there are concerns about privacy”

“A change in the Smart TV/social media proposition? YouTube in a unique position to transfer from the ‘small screen’ to the ‘big screen’

• f the living room TV”

Source: Smart TV Syndicated Product

• Q. Thinking about the social networks that you currently use, how likely or unlikely would you be to use these if they were available on

your TV? . Base All who ever use social networks Facebook (n=1447) Twitter (n=648) YouTube (n=1289)

Live comment about TV on social networking sites – low traction to date, especially in the US

Source: Smart TV Syndicated Product Q.How interested or uninterested are you in having a social network ‘feed’ on your TV which shows… Base All who ever watch TV and use Social Networking Sites Base: UK (1676) USA (1841) Germany (1572) France (1692)

“When do you comment about TV or films on social networking sites?”

UK USA

Whilst watching TV

12% 8% 13% 16%

After watching TV

55% 57% 60% 58%

Devices used to comment on social networking sites whilst watching TV

52% 48% 15% 5% 1% 34% 50% 32% 6% 2% 18% 64% 31% 7% 3%

23% 56% 22% 6% 3%

UK USA Germany France

Is 2012 emerging as the year of VOD –

• r is lack of audience still holding it

back?

TV On-Demand: Germany leads growth

39% 33% 43% 21% UK USA Germany France

Source: Smart TV Syndicated Product

• Q. Thinking about TV ‘On-Demand’, do you think you watch TV ‘On-Demand’ more, less or about the same as you did

a year ago? Base (all who watch TV On-Demand): UK (987) USA (825) Germany (358) France (939)

% that claim to watch TV On-Demand more than they did a year ago

Smart TV: A new driver of Catch-Up / On-Demand?

75% 73% 60% 63% 61% 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 5% 5% 5% 8% 9%

Source: MediaTel Connected TV Study

• Q. Have you ever watched catch-up TV?

Base (2011 Q2) 1487 (2011 Q3) 1404 (2011 Q4) 1188 (2012 Q1) 1301 (2012 Q2) 1327

4% 4% 8% 6% 8%

“Proportions of those watching TV On-Demand on laptops/PCs is decreasing, whereas it is increasing on Smart/internet-connected TVs and tablets”

Content driving TV On-Demand

Drama Factual/Documentary Entertainment Comedy Soaps 46% 39% 29% 27% 21% The bottom five:

• Reality TV (10%)
• News (9%)
• Music (3%)
• Kids (2%)
• Adult (1%)

Amongst those who watch TV On-Demand, the top five content areas driving demand are:

Source: MediaTel Connected TV Tracker

• Q. When watching programmes on catch-up TV, which types, do you watch most often? (Please select up to

3 only) Base: (2012 Q2) 1313

Catch-Up services heard of

63% 37% 62% 38% 72% 28% 63% 36% 79% 21% “There are significant differences between males and females in terms

• f the catch-up services heard of amongst the following sites:”

Source: MediaTel Connected TV Tracker

• Q. Which, if any, of the following catch-up services, film on demand services or social TV services have you heard
• f before today? (Please select all that apply)

Base: (Male) 1004 (Female) 1044

The MediaTel Connected TV Tracker