23-04 - Feed your Inspiration Breakfast - MMS Study - 5th wave

MMS 2014 – 5TH WAVEMULTI-SCREEN & MOBILE SURVEY

APRIL 2014

Methodology summary

Contractor :

•18+ living in BelgiumReference Universe :

•Method: based on Internet panelSample :

•Online questionnaire•Average duration of the interview : 10'Data Collection :

Wave 5Feb’14

1 064 ind.

Wave 4Dec’12

1 006 ind.

Wave 3Nov’11

969 ind.

Wave 2Jan’11

1 067 ind.

Wave 1Nov’10

1 072 ind.

MAIN RESULTS

Digital Tablet

Smartphone

GSM

38%

46%

71%

19%

30%

82%

11%

26%

88%

3%

19%

92%

2%

13%

95%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5

24% own both a Digital Tablet and a Smartphone

Almost 50% of Belgians own a Smartphone, Almost 40% of Belgians own a Digital Tablet

Smartphone Digital Tablet Smart TV

10%

7%

12%11%11%

15%

13%

20%

15%

17%

21%

15%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5

… and purchase intent for Digital Tablets is high

Intention of purchase remains high for Tablet & Smartphone -> potential of further grow

Activities according to devices

Inte

rnet

(sur

f)

E-mai

l

Socia

l net

worki

ng (

Face

book

, Twitt

er, .

..)

Navig

atio

n (G

oogl

e Map

s, ..

)

Chat (

Face

book

cha

t,…)

On lin

e ne

wspap

ers

(De

Stand

aard

, Le

Soir,

..)

Wea

ther

Onlin

e ba

nkin

g

Games

Speci

fic in

tere

sts

(Cin

ema,

com

mut

ing,

…)

Apps

downl

oad

On lin

e Sho

ppin

g (G

roup

on, E

bay,

…)

Video

, pic

ture

s do

wnloa

d

Comm

unic

atio

n v

ia p

latfo

rms

like

Skype

, Vib

er, .

.

Music

dow

nloa

d

Stream

ing

(Rad

io.b

e, P

rogr

amm

es T

V, ..)

Games

dow

nloa

d

Traf

fic (

Tour

ing,

..)

Wat

chin

g TV

0

200

400

600

800

1000

1200

1400

Smartphone Tablette Laptop

Specific usage on specific devices

Communication« Which of the following services did you use last month ? »

Digital TV has become the norm

Digital Cable Satellite TNT Apple TV

77%

24%

8%3% 1%

81%

9%5% 4%

1%

Wave 4 Wave 5

81% declare having subscribed to Digital TV operator Equal trend between North and South

Digital transformation is still on its way.

Usage of TV technologic features is growing

HD

Searc

h fu

nctio

n

Inte

rnet

Bro

wser

Build-

in W

iFi

Conne

cted

TV

Televis

ion 3

D

DLNA n

etwor

k

Acces

s App

Sto

re

Social

TV

0%

10%

20%

30%

40%

50%

60%

70%61%

19%16% 15% 13%

9% 9% 7% 5%

66%

33%

18% 18% 18%14% 13%

11%7%

Wave 4 Wave 5

* DLNA defines a standard for interoperability for reading, sharing and control multimedia devices regardless of manufacturer or nature.

Diversification of TV set usage.

Interest for TV technologic features that facilitate life

an app that detects what I'm watching on TV and shares it on my social networks

an app that detects what I am watching and suggests automatically extra's about what I am watching (info, charachters, …)

a service that suggests products/services about what I'm watching (books, holidays where the show is shot, soundtrack music)

TV Screen that I can program/order with my voice, gestures or touch

video calls (Skype) via TV Screen

an app that allows to record TV shows from outside home (at distance)

sending contents (films, pictures, music) from smartphone/tablets to TV screen (Airplay)

5.0%

6.5%

8.6%

15.1%

16.2%

16.7%

26.9%

% of people who declared being from « interested » to « very interested » into the proposed features

I would be interested or very interested in…

…

2 providers of Digital TV are prominentAnd 66% are ‘Triple Play’; Internet, TV digital and Mobile’ s subscription in one exclusive pack

52.2%

1.3%5.1%

37.9%

2.0%1.3%

29.8%

68.0%

0.4% 0.4% 0.6%

OthersOthers

Calculated on total who answered: 894 people (84% of total sample) – 501 VL/393 FR

TV watching becomes more and more multi devices

0%10%20%30%40%50%60%70%80%90%

100% 97%

52%

15% 19% 19%13%

7% 5%

94%

42%

26% 25% 23%16% 14% 10%

Wave 4 Wave 5

Surfing on websites is the primary reason for second screen usage

0%5%

10%15%20%25%30%35%40%45%50%

44%

22%25%

21% 22%18%

9%

47%

28%23% 22% 22%

17%12%

Wave 4 Wave 5

Entertainment is the primary motivation for using a second screen while watching TV

Entertainment, leisure – 48%

Social, sharing with friends– 16%

Intellectual enrichment, educative related content – 15%

Like an habit– 13%

Other – 7%

Repartition of the primary motivation among the 644 people who answered (60,5% of the total sample)

23% think that using a second screen while watching TV improves

the total experience*

43% have already visited a website after seeing an ad

on TV

*: percentage calculated on the total people who answered; 636 people (59,7% of the total sample)

43% have already visited a website quickly after seeing an ad on TV

#: 462 people

Immediately; 31.4%

One day later; 36.1%

2 or 3 days later; 18.2%

4 or 5 days later; 1.9%

One week later; 1.9%

More than one week later; 1.7%

Do not know; 8.7%

What are you looking for (surf) and what do you buy via your smartphone (m-commerce) ?

Multimedia28%

Mode15%

Culture (cinema, concert)

19%

Books13%

Music25%

Looking for info via my Smartphone (often-regularly)

# answers: 468

Multimedia24%

Mode20%

Culture (cinema, concert)

21%

Books14%

Music22%

Buy via smartphone (often-regularly)

# answers: 169

TO REMEMBER

• Mobile phones (as we knew them) are slowly disappearing.

• Smartphones and tablets continue their upward trend (penetration & buying intention).

• Digital transformation of TV is still on.

• TV screen usage is more and more diversified.

• Coherence between what’s being watched on TV and what is consumed on the second screen.

• Second screen is an opportunity to generate an extended watching/surfing experience;

• M-Commerce is taking off…

Executive summary

« So far, so close » ;-)

1982 2002

THANK YOU