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

Nov 11, 2023 •144 likes •322 views

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

  1. Connected Consumers

  2. 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 14 th – 15 th May, 2012  Further second screen questions added from Wave 3 Smart TV: Connecting you with consumers 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

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

  4. Plans to purchase a Smart/Internet connected TV are growing 7.9% 6.5% Intention to 5.6% purchase over the 3.8% next 12 months is 3.5% growing by quarter 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 40.40% 37.90% The percentage 35.00% 34.40% 32.50% definitely not planning on buying has dropped 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

  5. Smart TV ownership and intention to purchase – some similarities by market 8% 6% 72% 14% UK 7% 7% 69% 18% USA 8% 9% 63% 21% Germany 5% 8% 64% 23% France Already own Intend to Purchase Do not intend to purchase Not aware of this 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)

  6. Connecting TVs to the internet is on the up… “The percentage that connect their Smart/Internet connected TV has grown quarterly*” Q2 2012 65.8 % Q1 2012 62.10% Q4 2011 55.9% 2011 Q3 2011 Q4 2012 Q1 2012 Q2 It's permanently connected 34.10% 50.90% 44.70% 44.60% *of those who own a Smart /internet-connected TV 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

  7. …with the connectivity concept appealing across all markets 50% 48% 45% 43% 18% 23% 12% 18% Very appealing 31% 30% Somewhat appealing 27% 27% Very unappealing Somewhat unappealing 4% 8% 11% -3% 12% 9% 7% 7% UK USA Germany France 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)

  8. The Living Room TV: centre of attention or a catalyst for other activity?

  9. The 21 st 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 on year” Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 57% 57% 57% 54% 55% “However, usage of iPad/Tablets whilst watching TV has increased…” 17% 15% 11% 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

  10. 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” “This group is most open to the proposed unification of social media services and Smart TV…although overall there are concerns about privacy” Smart TV Owners vs. Intenders vs. Non-intenders 24% 68% 27% 29% 30% 56% 44% 53% 76% “A change in the Smart TV/social media proposition? YouTube in a unique position to transfer from the ‘small screen’ to the ‘big screen’ of 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)

  11. Live comment about TV on social networking sites – low traction to date, especially in the US “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 64% UK 56% 52% 50% 48% USA Germany 34% 32% 31% France 23% 22% 18% 15% 7% 6% 6% 5% 3% 2% 3% 1% 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)

  12. Is 2012 emerging as the year of VOD – or is lack of audience still holding it back?

  13. TV On-Demand: Germany leads growth % that claim to watch TV On-Demand more than they did a year ago 43% 39% 33% 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)

  14. Smart TV: A new driver of Catch-Up / On-Demand? “Proportions of those watching TV On -Demand on laptops/PCs is decreasing, whereas it is increasing on Smart/internet- connected TVs and tablets” 8% 8% 6% 4% 4% 9% 8% 5% 5% 5% 75% 73% 63% 61% 60% 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 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

  15. Content driving TV On-Demand Amongst those who watch TV On-Demand, the top five content areas driving demand are: Drama 46% Factual/Documentary 39% The bottom five: • Reality TV (10%) • News (9%) Entertainment 29% • Music (3%) • Kids (2%) • Adult (1%) Comedy 27% Soaps 21% 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

  16. Catch-Up services heard of “There are significant differences between males and females in terms of the catch- up services heard of amongst the following sites:” 63% 37% 62% 38% 72% 28% 63% 36% 79% 21% 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 of before today? (Please select all that apply) Base: (Male) 1004 (Female) 1044

  17. The MediaTel Connected TV Tracker

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