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Adapted version with extras presented at the 'Feed your inspiration Breakfast' session of 23-4.
Citation preview
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