MMS 2014 – 5TH WAVE
MULTI-SCREEN & MOBILE SURVEY
APRIL 2014
EXECUTIVE SUMMARY
• Mobile phones (as we knew them) are on the road to extinction.
• Smartphones and tablets continue their upward trend.
• Digital TV operators market is different in the North and the South, both in terms of presence and share of providers ( , , ).
• There is a large coherence between what’s being watched on TV and what is consumedon the second screen.
• Second screen is an opportunity to generate an extended watching/surfing experience; second screen is an opportunity for marketeers.
• 83% are happy (or very happy) with the quality of their network operator.
Executive summary
METHODOLOGY
Methodology summary
Contractor :
•18+ living in BelgiumReference Universe :
•Method: at random, based on Internet panelSample :
•Online questionnaire
•Average duration of the interview : 10'Data Collection :
Wave 5
Feb’14
1 064 ind.
Wave 4Dec’12
1 006 ind.
Wave 3
Nov’11
969 ind.
Wave 2
Jan’11
1 067 ind.
Wave 1
Nov’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
Usage of TV technologic features is growing
0%
10%
20%
30%
40%
50%
60%
70%
Digital TV HD Searchfunction
InternetBrowser
Build-inWiFi
ConnectedTV
Television3D
DLNAnetwork
AccessApp Store
Social TV
59% 61%
19%16% 15%
13%9% 9%
7%5%
67% 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.
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% subscribe to Digital TV Equal trend between North and South
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
Nearly half the respondents watch TV through content with their laptop
97%
52%
15% 19% 19%13%
7% 5%
94%
42%
26% 25% 23%16% 14% 10%
0%
20%
40%
60%
80%
100%
120%
TV Laptop Tablet laptopconnected to
TV
Gamingconsole
connected toTV
Smartphone Connectedtablet
Smartphoneconnected to
TV
Wave 4 Wave 5
Surfing on websites is the primary reasonfor second screen usage
44%
22%25%
21% 22%18%
9%
47%
28%
23% 22% 22%
17%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Surf on websitesrelated to whati'm watching
Write on FBabout what i'm
watching
Look or buythings related to
what I'mwatching
Consult Twitter Send emailsrelated to whati'm watching
Comment onlineabout ads, film or
program I'mwatching
Tweet about theTV program or
movie
Wave 4 Wave 5
Entertainment is the primary motivationfor using a second screen while watching TV
Entertainment – 48%
Social connexion – 16%
Intellectual connexion – 15%
Routine – 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)
83% are satisfied with the quality of their network operator
64% are satisfied with the quality of their 3G
83% bought a smartphone because of a special promo offer
What about your feeling on …
THANK YOU
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