MULTISCREEN IS REALITY: HOW CONNECTED TV IS CHANGING THE TELEVISION LANDSCAPE MULTISCREEN & CONNECTED TV USE : RESULTS We are happy to explain opportunities available for online video advertising and branding campaigns on a ll s creens. Zirkusweg 1 ͽƚůĂŶƟĐ,ĂƵƐ ϮϬϯϱϵ,ĂŵďƵƌŐ ŝŶĨŽΛƐŵĂƌƚĐůŝƉ͘ĐŽŵ ǁǁǁ͘ƐŵĂƌƚĐůŝƉ͘ĐŽŵ MULTISCREEN STUDY, EN // 2 012 WOULD YOU LIKE MORE BACKGROUND INFORMATION? Just contact us! Which digital devices are currently used in households? ,ŽǁŝƐĚŝŐŝƚĂůŵĞĚŝĂĐŽŶƐƵŵƉƟŽŶďĞŝŶŐŝŶŇƵĞŶĐĞĚďLJ new devices? Who are connected TV users? What content is being used and what content is in demand on digital devices? THE BATTLE FOR THE USER´S ATTENTION: MORE DEVICES ARE RELEVANT dŚĞƌĞƐĞĂƌĐŚůŽŽŬƐĂƚƚŚĞƵƐĞŽĨŝŶƚĞƌŶĞƚͲďĂƐĞĚĨƵŶĐƚŝŽŶƐŽŶĂ ůĂƌŐĞdsƐĐƌĞĞŶǀŝĂĐŽŶŶĞĐƚĞĚds͕ŝŶĐŽŶũƵŶĐƚŝŽŶǁŝƚŚĂƐĞĐŽŶĚ ƐĐƌĞĞŶ͕ĂŶĚƚŚĞŝŶĨůƵĞŶĐĞŽŶƚŚĞƵƐĞŽĨůŝŶĞĂƌds͘dŚŝƐƐƚƵĚLJŚĂƐ ďĞĞŶĐŽŶĚƵĐƚĞĚďLJƐŵĂƌƚĐůŝƉƚŚƌŽƵŐŚĂŶŝŶĚĞƉĞŶĚĞŶƚŵĂƌŬĞƚ ƌĞƐĞĂƌĐŚĐŽŵƉĂŶLJ͘ Basic population:ŝŶƚĞƌŶĞƚƵƐĞƌƐŝŶ'ĞƌŵĂŶLJϭϰͲϰϵLJĞĂƌƐŽůĚ ;ƌĞƉƌĞƐĞŶƚĂƚŝǀĞĂĐĐŽƌĚŝŶŐƚŽ'K&/ŶƚĞƌŶĞƚ&ĂĐƚƐʹtŽƌŬŝŶŐ'ƌŽƵƉĨŽƌKŶůŝŶĞDĞĚŝĂZĞƐĞĂƌĐŚͿ KŶůŝŶĞƐƵƌǀĞLJŽĨĂŶĂĐĐĞƐƐƉĂŶĞůŽĨƚŚĞƌĞƉƵƚĂďůĞResearch Now institute Sample:Ŷсϭ͕ϱϯϲƌĞƐƉŽŶĚĞŶƚƐ July / August 2012 dŚĞĚĞǀŝĐĞĂŶĚŵĞĚŝĂůĂŶĚƐĐĂƉĞŝƐŐŽŝŶŐƚŚƌŽƵŐŚƌĂĚŝĐĂůĐŚĂŶŐĞ͕ ĂƐŝƐƵƐĞƌďĞŚĂǀŝŽƵƌ͘DƵůƟƐĐƌĞĞŶŝƐĂĨĂĐƚŽĨůŝĨĞŝŶĚŝŐŝƚĂůŵĞĚŝĂƵƐĞ͘ dŚĞ ƐŽƵŐŚƚͲĂŌĞƌ͕ LJŽƵŶŐĞƌ ƚĂƌŐĞƚ ŐƌŽƵƉƐ ĂƌĞ ƵƐŝŶŐ ĞǀĞƌLJ ŬŝŶĚ ŽĨ ĚŝŐŝƚĂůĚĞǀŝĐĞ͘ tŝƚŚ ĞǀĞƌLJ ŶĞǁ ƉƵƌĐŚĂƐĞ ƚŚĞ ƉĞŶĞƚƌĂƟŽŶ ŽĨ ƐŵĂƌƚ ds ƐĞƚƐ ŝŶ ƚŚĞ ŚŽŵĞ ĂŶĚ ƚŚĞ ƉƌĞǀĂůĞŶĐĞ ŽĨ ŝŶƚĞƌŶĞƚ ĞŶĂďůĞĚ ĚĞǀŝĐĞƐ ďƌŝŶŐ ĂŶ ŝŶĐƌĞĂƐĞ ŽĨ ŽŶůŝŶĞ ƐĞƌǀŝĐĞƐ ŽŶƚŽ ƚŚĞ ůĂƌŐĞ ds ƐĐƌĞĞŶ ŝŶ ƚŚĞ ůŝǀŝŶŐ ƌŽŽŵŝŶĂĚŽŵĞƐƟĐĞŶǀŝƌŽŶŵĞŶƚ͘ dŚĞ ĂĚŽƉƟŽŶ ŽĨ ŽŶŶĞĐƚĞĚ ds ĂŶĚ ƚŚĞ ƵƐĞ ŽĨ Ă ƐĞĐŽŶĚ ŝŶƚĞƌŶĞƚ ĞŶĂďůĞĚƐĐƌĞĞŶƐƵĐŚĂƐŶŽƚĞŬ͕ƐŵĂƌƚƉŚŽŶĞŽƌƚĂďůĞƚWĂƚƚŚĞ ƐĂŵĞ ƟŵĞ ĂƐ ǁĂƚĐŚŝŶŐ ds͕ ŝƐ ĐŽŵƉĞƟŶŐ ĨŽƌ ƚŚĞ ĂƩĞŶƟŽŶ ŽĨ ƚŚĞ ϭϰരʹരϰϵLJĞĂƌŽůĚƚĂƌŐĞƚĂƵĚŝĞŶĐĞĂůŽŶŐƐŝĚĞůŝŶĞĂƌds͘ dŚĞ ƐƚƵĚLJ ƐŚŽǁƐ ƚŚĂƚ ĂĚǀĞƌƟƐĞƌƐ ŵƵƐƚ ƉĂLJ ŵŽƌĞ ĂƩĞŶƟŽŶ ƚŽ ŵƵůƟƉůĞ ĚĞǀŝĐĞƐ ǁŚĞŶ ƉůĂŶŶŝŶŐ ŵĞĚŝĂ ĂŶĚ ƚŚĞ ĞǀŽůƵƟŽŶ ŽĨ ƚŚĞ ƵƐĞŽĨƚŚĞŶĞǁĚŝŐŝƚĂůŵĞĚŝĂůĂŶĚƐĐĂƉĞ͘ STUDY RESULTS OVERVIEW 1 # 2 # 3 # Digital m edia u se o n m ultiscreen d evices is t he m ost i mportant @ home m edia a nd now exceeds T V v iewing for length of time used. # 4 5 # Simultaneous use of internet & TV is a fact: N early t wo-‐thirds o f v iewers u se the i nternet f requently i f n ot m ore o ften while t hey watch television. More t han h alf o f t he respondents ( 56%) own devices that allow them to use the internet v ia t he T V s creen. S ome 70 % of owners o f a n i nternet capable T V u se the o nline f unctions! 6 # Connected TV users are not technology nerds but are a mainstream target demographic. dŚĞLJĂƌĞƌĞƉƌĞƐĞŶƚĂƟǀĞŽĨƚŚĞƉŽƉƵůĂƟŽŶĂƐĂ ǁŚŽůĞ͕ĂŶĚŚĂǀĞĂŶĂďŽǀĞͲĂǀĞƌĂŐĞĞĚƵĐĂƟŽŶ͘ They are family oriented with a high proportion of males in the 20 – 39-year- old age group. E xactly t he target t hat i s ŽŌĞŶƐŽĚŝĸĐƵůƚƚŽƌĞĂĐŚǀŝĂůŝŶĞĂƌds͘ New content, w hich c an b e a ccessed v ia connected T V, i s gaining in acceptance. The scope of media consumption on TV sets is growing, not least through new functions such as gaming, internet telephony or sports workouts. The TV ĐŽŶƟŶƵĞƐƚŽďĞƚŚĞmost important screenĨŽƌŵŽǀŝĞƐĂŶĚdsƐŚŽǁƐരʹരŚŽǁĞǀĞƌ͕ the v iewer d ecides h imself w hat content to view a nd a t a t ime to s uit. T here i s a h igh demand for s pecial a reas o f i nterest. CONNECTED TV CONͽNECTͽED TV രŬढ़Ŷ࠱ŬƚࡁĚॠƚŝ।ढ़ǀŝ।ര ĚĞƐĐƌŝďĞƐ ds ƐĞƚƐ ƚŚĂƚ ĐĂŶ ďĞ ĐŽŶŶĞĐƚĞĚ ƚŽ ƚŚĞ ŝŶƚĞƌŶĞƚ ;ƐLJŶŽŶLJŵ͗ ŚLJďƌŝĚ dsͿ͘ ĐĐĞƐƐ ƚŽ ŝŶƚĞƌŶĞƚͲďĂƐĞĚ ƐĞƌǀŝĐĞƐ ŝƐ ĞƐƚĂďůŝƐŚĞĚ ƚŚƌŽƵŐŚ ŝŶƚĞŐƌĂƚĞĚ ƐŽůƵƚŝŽŶƐ ŽŶ ƐŽͲĐĂůůĞĚ ƐŵĂƌƚ dsƐ Žƌ ƚŚƌŽƵŐŚ ŝŶƚĞƌŶĞƚ ĐĂƉĂďůĞ ƉĞƌŝƉŚĞƌĂů ĚĞǀŝĐĞƐ ƐƵĐŚĂƐƐĞƚͲƚŽƉďŽdžĞƐ͕ůƵͲƌĂLJĂŶĚŽƚŚĞƌŵĞĚŝĂ ƉůĂLJĞƌƐŽĨŬŶŽǁŶŵĂŶƵĨĂĐƚƵƌĞƌƐĂŶĚŐĂŵŝŶŐ ĐŽŶƐŽůĞƐ͘ SECOND SCREEN SECͽOND SCREEN രƐĥŬढ़ŶĚƐŬƌĤŶര ĚĞƐĐƌŝďĞƐ ĂŶ ĂĚĚŝƚŝŽŶĂů ŝŶƚĞƌŶĞƚͲĐĂƉĂďůĞ ĚĞͲ ǀŝĐĞ ;Ğ͘Ő͘ ƚĂďůĞƚ W Žƌ ƐŵĂƌƚƉŚŽŶĞͿ ƚŚĂƚ ŝƐ ƵƐĞĚďLJǀŝĞǁĞƌƐĂƚƚŚĞƐĂŵĞƚŝŵĞĂƐǁĂƚĐŚŝŶŐ ds͘ sŝĞǁĞƌƐ ĐĂŶ ĐĂůů ƵƉ ĂĚĚŝƚŝŽŶĂů ŝŶĨŽƌŵĂƚŝŽŶ ŽŶ ƚŚĞ ĐƵƌƌĞŶƚ ƚĞůĞǀŝƐŝŽŶ ƉƌŽŐƌĂŵŵĞ ƚŚĂƚ ŝƐ ĐŽŽƌĚŝŶĂƚĞĚ ǁŝƚŚ ƚŚĞ ds ĐŽŶƚĞŶƚ Žƌ ĐĂŶ ŵĂŬĞ ƵƐĞ ŽĨ ĂŶLJ ŽƚŚĞƌ ŝŶƚĞƌŶĞƚ ƐĞƌǀŝĐĞƐ ƐƵĐŚ ĂƐ ĐŚĂƚƐ͕ƐƵƌĨŝŶŐ͕ƉůĂLJŝŶŐŐĂŵĞƐĞƚĐ͘ ͫ൶ QUESTION: tŚŝĐŚŽĨƚŚĞĨŽůůŽǁŝŶŐĚĞǀŝĐĞƐŝŶLJŽƵƌŚŽƵƐĞŚŽůĚŽīĞƌƐƚŚĞƉŽƐƐŝďŝůŝƚLJŽĨĂĐĐĞƐƐŝŶŐ ƚŚĞŝŶƚĞƌŶĞƚ;ŵŽďŝůĞĂŶĚŚŽŵĞĚĞǀŝĐĞͿĂŶĚŚŽǁŽŌĞŶĚŽLJŽƵƵƐĞƚŚĞŝŶƚĞƌŶĞƚĐĂƉĂďŝůŝƚLJ͍ ൶ͪ THE NOTEBOOK FOLLOWED BY (STILL) IS THE MOST IMPORTANT ONLINE DEVICE AT HOME Digital m edia u se takes p lace o n a ll i nternet c apable d evices.ǀĞƌLJĨŽƵƌƚŚƵƐĞƌ ĂůƌĞĂĚLJƵƐĞƐĂƚĂďůĞƚĂŶĚƐŵĂƌƚdsƐĞƚ;ĂĚĚŝƚŝŽŶĂůůLJͿĂƐĂŶŽŶůŝŶĞĚĞǀŝĐĞ͘ Interesting: ' ĂŵŝŶŐĐŽŶƐŽůĞƐʹŝĨĂǀĂŝůĂďůĞʹĂƌĞĂůƐŽďĞŝŶŐƵƐĞĚƉƌĞĚŽŵŝŶĂŶƚůLJ ĨŽƌŽŶůŝŶĞƵƐĞĂŶĚŝƐĂŶŝŵƉŽƌƚĂŶƚĚĞǀŝĐĞĨŽƌĐŽŶŶĞĐƚĞĚdsƵƐĞ͘ SMARTPHONES, CONNECTED TVS AND TABLETS 66 % 63 % 11 % 14 % 15 % 15 % 16 % 23 % 4% 5% 40 % 30 % 15 % 17 % 33 % 33 % LAPTOPS/NOTEBOOKS DVD/BLUE-RAY PLAYER, HARD DISC RECORDERS STATIONARY PCS GAMING CONSOLES 39 % 14 % 10 % 5% 21 % 10 % 15 % 9% 11 % 6% 21 % 7% 29 % 69 % 55 % 79 % SMARTPHONES TABLET PCS 14 % (SMART-)TV DEVICES SET-TOP BOXES, MEDIACENTER CONNECTED TV-DEVICES 15 % 40 % 31 % MOBILE PHONES (NO SMARTPHONE) Available, frequent use of internet capability Available, no use of internet capability Available, occasional use of internet capability Not available in the household Ί൶hƐĞŽĨŝŶƚĞƌŶĞƚĐĂƉĂďŝůŝƚLJŽĨƚŽƚĂůŵĞĚŝĂƐĂŵƉůĞ;Ŷсϭ͕ϱϯϲͿ൶ ͫ൶ QUESTION: KŶĂŶĂǀĞƌĂŐĞĚĂLJ͕ŚŽǁŵƵĐŚƟŵĞĚŽLJŽƵƐƉĞŶĚƵƐŝŶŐƚŚĞĨŽůůŽǁŝŶŐŵĞĚŝĂ͕ ŝŶƚĞƌŶĞƚĂŶĚƚĞůĞǀŝƐŝŽŶ͕ƉƌŝǀĂƚĞůLJ͍ ൶ͪ INTERNET-BASED MULTISCREEN USE IS EXCEEDING LINEAR TELEVISION CONSUMPTION 21% 1 – 2 HOURS A DAY Accessing the internet at home Ί൶hƐĞŽĨŵĞĚŝĂďLJƚŽƚĂůƐĂŵƉůĞ;Ŷсϭ͕ϱϯϲͿ൶ 26% 2 – 3 HOURS A DAY 43% 3 HOURS A DAY Internet use on all devices is the most important @home medium 43% of 14 to 49 year olds are online for more than three hours a dayʹ ŽŶůLJϮϴйǁĂƚĐŚƚĞůĞǀŝƐŝŽŶƚŚŝƐůŽŶŐĞǀĞƌLJĚĂLJ͘ŽŶŶĞĐƟŽŶƚŽƚŚĞŝŶƚĞƌŶĞƚŝƐ ŵĂĚĞǀŝĂĂůůĚĞǀŝĐĞƐ͗ · PC/laptop · Mobile devices (smartphones and tablets) · Connected TV dsǀŝĞǁŝŶŐŝƐĐĞŶƚĞƌĞĚŽŶŽŶĞƚŽƚŚƌĞĞŚŽƵƌƐƉĞƌĚĂLJĨŽƌ55% of the target group Private media use at home is increasingly taking place online! 25% 1 – 2 HOURS A DAY Watching television Ί൶hƐĞŽĨŵĞĚŝĂďLJƚŽƚĂůƐĂŵƉůĞ;Ŷсϭ͕ϱϯϲͿ൶ 30% 2 – 3 HOURS A DAY 28% 3 HOURS A DAY ͫ ͫ QUESTION: ൶/ĨLJŽƵƚŚŝŶŬŽĨŽĐĐĂƐŝŽŶƐǁŚĞŶLJŽƵǁĂƚĐŚƚĞůĞǀŝƐŝŽŶĂƚŚŽŵĞ͕ŚŽǁŽŌĞŶĚŽLJŽƵ ƵƐĞƚŚĞŝŶƚĞƌŶĞƚƐŝŵƵůƚĂŶĞŽƵƐůLJ;ŝƌƌĞƐƉĞĐƟǀĞŽĨƚŚĞĚĞǀŝĐĞƵƐĞĚͿ͍ QUESTION: ൶/ĨLJŽƵƚŚŝŶŬŽĨŽĐĐĂƐŝŽŶƐǁŚĞŶLJŽƵǁĂƚĐŚƚĞůĞǀŝƐŝŽŶĂƚŚŽŵĞ͕ŚŽǁŽŌĞŶĚŽLJŽƵ ൶ͪ ƵƐĞƚŚĞŝŶƚĞƌŶĞƚƐŝŵƵůƚĂŶĞŽƵƐůLJ;ŝƌƌĞƐƉĞĐƟǀĞŽĨƚŚĞĚĞǀŝĐĞƵƐĞĚͿ͍ SECOND SCREEN: TWO OUT OF THREE RESPONDENTS USE TV & INTERNET SIMULTANEOUSLY The television setŶŽǁĐŽŵƉĞƚĞƐĨŽƌƚŚĞƵƐĞƌ͛ƐĂƚƚĞŶƚŝŽŶ͘ϮϲйŽĨƌĞƐƉŽŶĚĞŶƚƐĂƌĞŶĞĂƌůLJ ĂůǁĂLJƐŽŶůŝŶĞǁŚŝůƐƚǁĂƚĐŚŝŶŐƚĞůĞǀŝƐŝŽŶ͘ŶŽƚŚĞƌϯϳйĨƌĞƋƵĞŶƚůLJƵƐĞƚŚĞŝŶƚĞƌŶĞƚǁŚŝůƐƚ ǁĂƚĐŚŝŶŐƚĞůĞǀŝƐŝŽŶ͘ ൶ͪ SIMULTANEOUS USE OF TV AND INTERNET MOST COMMON AMONGST TABLET PC OWNERS Two-thirds of tablet PC owners ƵƐĞƚŚĞŝŶƚĞƌŶĞƚĨƌĞƋƵĞŶƚůLJǁŚŝůƐƚǁĂƚĐŚŝŶŐds͘ dŚĞĨŝŐƵƌĞŝƐĂůƐŽĂďŽǀĞĂǀĞƌĂŐĞĨŽƌŽǁŶĞƌƐŽĨĐŽŶŶĞĐƚĞĚdsĚĞǀŝĐĞƐ͘Exclusive attention of the viewer given to traditional TV content is becoming the exception. Thus: A second screen is the reality for more than half of the respondents. 7 % 9 % 22 33 % 29 % 40 % 40 % + 18 % 26% % + 7% 3% 4% TABLET PCS SMARTPHONES 27 % 26 % SIMULTANEOUS USE 38 % 38 % TELEVISION & INTERNET 22 % + + 37 % 8% 6% 6% LAPTOPS/NOTEBOOKS 26 % 26 % 37 % 36 % + 22 % + Frequently Sometimes Rarely Never 22 % 8% 9% 7% 7% MOBILE PHONES (NO SMARTPHONE) STATIONARY PCS Ί൶^ŝŵƵůƚĂŶĞŽƵƐƵƐĞŽĨƚŚĞŝŶƚĞƌŶĞƚǁŚŝůƐƚǁĂƚĐŚŝŶŐƚĞůĞǀŝƐŝŽŶ͕ƚŽƚĂůƐĂŵƉůĞ;Ŷсϭ͕ϱϯϲͿ൶ 22 % 7% (SMART-)TV DEVICES Nearly always 20 % 6% Nearly always Frequently Sometimes Ί൶ƐĂƉĞƌĐĞŶƚĂŐĞĨŽƌŽǁŶĞƌƐŽĨƚŚĞƌĞƐƉĞĐƟǀĞĚĞǀŝĐĞƐ;Ŷсϭ͕ϱϯϲͿ൶ Rarely Never ͫ൶ QUESTION: ŽLJŽƵŚĂǀĞĂŶLJŽƚŚĞƌŝŶƚĞƌŶĞƚĐĂƉĂďůĞĚĞǀŝĐĞŝŶLJŽƵƌŚŽƵƐĞŚŽůĚǁŝƚŚǁŚŝĐŚLJŽƵĐĂŶĂĐ-‐ ĐĞƐƐƚŚĞŝŶƚĞƌŶĞƚǀŝĂƚŚĞdsƐĐƌĞĞŶ͕Ğ͘Ő͘ƐĞƚͲƚŽƉďŽdž͕ŐĂŵŝŶŐĐŽŶƐŽůĞŽƌůƵͲƌĂLJƉůĂLJĞƌ͍ ൶ͪ 70% OF OWNERS OF CTV DEVICES USE THEM TO GO ONLINE ͫ൶ QUESTION: ,ŽǁůŝŬĞůLJŝƐŝƚƚŚĂƚǁŝƚŚŝŶƚŚĞŶĞdžƚϭϮŵŽŶƚŚƐLJŽƵǁŝůůƉƵƌĐŚĂƐĞŽŶĞŽĨƚŚĞĨŽůůŽǁŝŶŐ ŝŶƚĞƌŶĞƚĐĂƉĂďůĞĚĞǀŝĐĞƐʹŝƌƌĞƐƉĞĐƟǀĞŽĨǁŚĞƚŚĞƌŽƌŶŽƚLJŽƵǁŝůůƵƐĞƚŚŝƐĐĂƉĂďŝůŝƚLJ͍ PURCHASING: CTV DEVICES PREFERRED OVER SMARTPHONES 55% of respondentsĂƌĞůŝŬĞůLJƚŽŽƌǁŝůůǀĞƌLJƉƌŽďĂďůLJƉƵƌĐŚĂƐĞĂĚĞǀŝĐĞǁŝƚŚŝŶƚŚĞŶĞdžƚ ĨĞǁŵŽŶƚŚƐŝŶŽƌĚĞƌƚŽĐŽŶƐƵŵĞŝŶƚĞƌŶĞƚͲďĂƐĞĚĐŽŶƚĞŶƚŽŶĂdsƐĐƌĞĞŶ͘ 56% of respondentsŽǁŶĚĞǀŝĐĞ;ƐͿƚŚĂƚĐĂŶĂĐĐĞƐƐƚŚĞŝŶƚĞƌŶĞƚǀŝĂƚŚĞdsƐĐƌĞĞŶ͘ƚŚŝƌĚ ŽĨƚŚĞƐĞƌĞƐƉŽŶĚĞŶƚƐƵƐĞƚŚĞŵĨƌĞƋƵĞŶƚůLJ͕ĂŶŽƚŚĞƌϯϴйŽŶůLJƵƐĞƚŚĞŵŽĐĐĂƐŝŽŶĂůůLJ͘ 56 % OF USERS OWN AN INTERNET- ENABLED DEVICE CTV only 2 4 % Smart-‐TV only 6% Non-‐existent 44 % ϰϬ ϲϬ ϴϬ 100 70% OF USERS USE THE INTERNET- FUNCTIONALITY Frequent use CTV 12% 55% 34% TABLET-PCS 23% 13% 50% 33% SMARTPHONES (SMART-)TV DEVICES 20 24% CTV DEVICES Smart-‐ & CTV 26 % 0 ൶ͪ STATIONARY PCS 16% 8% 42% 23% LAPTOPS/NOTEBOOKS Occasional use CTV Non-‐use CTV Ί൶YƵĞƐƟŽŶŽŶƵƐĞŽŶƚŚĞďĂƐŝƐŽĨĐŽŶŶĞĐƚĞĚdsƵƐĞƌƐ;Ŷсϭ͕ϱϯϲƚŽƚĂů͖ŶсϴϲϮĐŽŶŶĞĐƚĞĚdsŽǁŶĞƌƐͿ൶ Very likely MOBILE PHONES (NO SMARTPHONE) (Very likely and quite likely) Combined Ί൶>ŝŬĞůŝŚŽŽĚŽĨƚŚĞƉƵƌĐŚĂƐĞŽĨŶĞǁ͕ŝŶƚĞƌŶĞƚĐĂƉĂďůĞĚĞǀŝĐĞƐ͕ƚŽƚĂůƐĂŵƉůĞ;Ŷсϭ͕ϱϯϲͿ൶ QUESTION: ͫ൶ĞŵŽŐƌĂƉŚŝĐƐƵƌǀĞLJĂŶĚĐŽŵƉĂƌŝƐŽŶŽĨds͕ŝŶƚĞƌŶĞƚĂŶĚĐŽŶŶĞĐƚĞĚdsƚĂƌŐĞƚŐƌŽƵƉƐ൶ͪ CTV USERS 14 – 1 9 YEARS YOUNGER TARGET GROUPS 20 – 2 9 YEARS ARE THE MOST SOUGHT-AFTER AND MOST DIFFICULT TO REACH Connected TV users ĂƌĞŶŽƚƚĞĐŚŶŽůŽŐLJŶĞƌĚƐďƵƚĂƌĞĂƉƌĞŵŝƵŵƚĂƌŐĞƚĚĞŵŽŐƌĂƉŚŝĐ͘ dŚĞLJ ĂƌĞ ƌĞƉƌĞƐĞŶƚĂƟǀĞ ŽĨ ƚŚĞ ƉŽƉƵůĂƟŽŶ ĂƐ Ă ǁŚŽůĞ ĂŶĚ ĂƌĞ ĂďŽǀĞͲĂǀĞƌĂŐĞ educated, family oriented with a high proportion of males in the 20-39-year-old age group. džĂĐƚůLJƚŚĞƚĂƌŐĞƚŐƌŽƵƉƚŚĂƚŝƐĚŝĸĐƵůƚƚŽƌĞĂĐŚǀŝĂƚƌĂĚŝƟŽŶĂůĐŚĂŶŶĞůƐďƵƚĐĂŶďĞĂĚĚƌĞƐƐĞĚ ǀŝĂĐŽŶŶĞĐƚĞĚdsĂŶĚǀŝĂƚŚĞůĂƌŐĞƐĐƌĞĞŶŝŶƚŚĞůŝǀŝŶŐƌŽŽŵ͘ 0 20 ϰϬ ϲϬ ϴϬ 0 20 ϰϬ ϲϬ ϴϬ 100 0 20 ϰϬ ϲϬ ϴϬ 100 30 – 3 9 YEARS 40 – 4 9 YEARS 100 NO GRADUATION (YET) SECONDARY SCHOOL MALE JUNIOR HIGH SCHOOL (VOCATIONAL) DIPLOMA 0 20 ϰϬ ϲϬ ϴϬ 100 UNIVERSITY DIPLOMA (OF APPLIED SCIENCES) FEMALE Connected TV user Internet user TV user ൶^ŽĐŝĂůͲĚĞŵŽŐƌĂƉŚŝĐƋƵĞƌLJ͖&ŝůƚĞƌ͗dsƚĂƌŐĞƚŐƌŽƵƉƐŽĨŵŝŶ͘ϮŚŽƵƌƐĚĂŝůLJ;ŶсϴϵϭͿ͕ŝŶƚĞƌŶĞƚƚĂƌŐĞƚŐƌŽƵƉŽĨŵŝŶ͘ϮŚŽƵƌƐĚĂŝůLJ;Ŷсϭ͕ϬϲϭͿ͕ ĐŽŶŶĞĐƚĞĚdsƵƐĞƌƐ;ŶсϳϳϴͿ͖&ŝŐƵƌĞƐĂƐĂƉĞƌĐĞŶƚĂŐĞ൶ ͫ QUESTION: ൶HĞƌĞLJŽƵĐĂŶƐĞĞĂƌĂŶŐĞŽĨƐƉĞĐŝĮĐŽīĞƌƐƚŚĂƚĂƌĞƉŽƐƐŝďůĞƚŽƵƐĞǁŝƚŚĂƐŵĂƌƚͬĐŽŶŶĞĐƚĞĚds ĚĞǀŝĐĞŝŶĂĚĚŝƟŽŶƚŽƚŚĞŶŽƌŵĂůdsĨƵŶĐƟŽŶ͘,ŽǁŽŌĞŶĚŽLJŽƵƵƐĞƚŚĞƐĞ͍ ൶ͪ CTV USERS EMBRACE THE MAJORITY OF ADDITIONAL OFFERS Besides well-known offers,ƐƵĐŚĂƐzŽƵdƵďĞĂŶĚ&ĂĐĞŬ͕ƚŚĞŽŶůŝŶĞĐŽŶƚĞŶƚƵƐĞĚ ŽŶĂƚĞůĞǀŝƐŝŽŶƐĐƌĞĞŶŝƐĨŽƌƚŚĞŵŽƐƚƉĂƌƚĐŚĂƚĂŶĚƚĞůĞƉŚŽŶŝŶŐ͕ŐĂŵŝŶŐ͕ŵƵƐŝĐĂŶĚ ŶĞǁƐĂƉƉƐ – which are used at least once a week by nearly one in three. 39% 17% SPORT-APPS 29 % FACEBOOK 44 % NEWS-APPS 30 48 % 35% 18% RESEARCHING/SURFING THE INTERNET MUSIC-/RADIO- APPS 27% ONLINE VIDEO RENTAL 37% 30% INTERNET-CHAT & TELEPHONY TV-SERIES MISC. APPS ORGANIZING VIDEOS AND IMAGES % YOUTUBE 31% Once a week or more often Ί൶dŽƉϮǀĂůƵĞƐŽŶĂϰͲǀĂůƵĞƐĐĂůĞ͖&ŝůƚĞƌ͗ƐŵĂƌƚͲĂŶĚͬŽƌĐŽŶŶĞĐƚĞĚdsƵƐĞƌƐ;ŶсϲϬϭͿ൶ GAMING ͫ QUESTION: ൶HereLJŽƵĐĂŶƐĞĞĂƌĂŶŐĞŽĨƐƉĞĐŝĮĐŽīĞƌƐƚŚĂƚĂƌĞƉŽƐƐŝďůĞƚŽƵƐĞǁŝƚŚĂƐŵĂƌƚͬĐŽŶŶĞĐƚĞĚds ĚĞǀŝĐĞŝŶĂĚĚŝƟŽŶƚŽƚŚĞŶŽƌŵĂůdsĨƵŶĐƟŽŶ͘,ŽǁŝŶƚĞƌĞƐƟŶŐĂƌĞƚŚĞƐĞĨƵŶĐƟŽŶƐĨŽƌLJŽƵ͍ ൶ͪ THE BIG ADVANTAGES: » PERSONAL CHOICE OF USE AND MULTI-TASKING AT ANY GIVEN TIME The option of constantly having info made available. Accessible, easy and to an incredible extent. It’s possible to do things fast (e.g. order something) Interest in the functionality of connected TVŝƐŚŝŐŚ͕ƉƌŝŵĂƌŝůLJƚŚĂƚŽĨŝƚƐƵƐĞƌƐ͗ or send an important message quickly, the QRQOLQHDUYLHZLQJRIVHULHVDQG¿OPVOHDGVWKHUDQNLQJZLWKRILQWHUHVW dƌĂĚŝƟŽŶĂůdsĐŽŶƚĞŶƚƌĞŵĂŝŶƐƌĞůĞǀĂŶƚďƵƚƚŚĞƵƐĞŽĨĐŽŶŶĞĐƚĞĚdsƵŶƌĞƐƚƌŝĐƚĞĚĂƐƚŽƟŵĞ ĂŶĚĚĞƚĞƌŵŝŶĞĚďLJƉĞƌƐŽŶĂůĐŚŽŝĐĞŝƐĂŵĂũŽƌĂĚǀĂŶƚĂŐĞŽĨĐŽŶŶĞĐƚĞĚdsĨŽƌǀŝĞǁĞƌƐ͘ which used to be much more time- consuming and complicated before. Connected TV represents freedom in organizing one’s own use of media and « consumption of new content on the TV screen. 0 20 ϰϬ ϲϬ ϴϬ 100 tĂƚĐŚŝŶŐŽǁŶĐŚŽŝĐĞŽĨƐĞƌŝĞƐĂŶĚĮůŵƐ tĂƚĐŚŝŶŐƐĞƌŝĞƐĂŶĚĮůŵƐĂƚĂƟŵĞƚŽƐƵŝƚ Reading the latest news ZĞƐĞĂƌĐŚŝŶŐŽƌƐƵƌĮŶŐŝŶƚŚĞŝŶƚĞƌŶĞƚ Watching music videos and concerts Playing games on the TV (alone/with family) Organizing private photos, music & videos ƌĞĂƟŶŐĂŶŽǁŶͨŚŽŵĞƉĂŐĞͩĨŽƌds ŚĂƫŶŐŽŶůŝŶĞǁŝƚŚͬƉŚŽŶŝŶŐĨĂŵŝůLJͬĨƌŝĞŶĚƐ Watching special interest channels » Once you’ve gotten to grips with the new possibilities, it’s very easy to watch videos, go shopping online and make a telephone call whenever you want. « dĂŬŝŶŐƉĂƌƚŝŶƐƉŽƌƚƐĂĐƟǀŝƟĞƐΘĮƚŶĞƐƐĐŽƵƌƐĞƐ >ŽŽŬŝŶŐĨŽƌƉƌŽĚƵĐƚƐĨƌŽŵdsͬŽŶůŝŶĞĂĚǀĞƌƟƐŝŶŐ Taking part in live chats on TV programs Very interesting Interesting Ί൶ŶсϲϬϭŽŶŶĞĐƚĞĚdsƵƐĞƌƐ͖dŽƉϮǀĂůƵĞƐŽŶĂϰͲǀĂůƵĞƐĐĂůĞͿ൶ Ί൶YƵŽƚĞƐŽĨdsƵƐĞƌƐ൶ ͫ QUESTION: ൶ŽŶƐŝĚĞƌŝŶŐƚŚĞĨƵŶĐƟŽŶƐĂŶĚŽīĞƌƐƚŚĂƚĂƌĞŝŶƚĞƌĞƐƟŶŐĨŽƌLJŽƵƉĞƌƐŽŶĂůůLJ͕ǁŚŝĐŚŽĨƚŚĞ ŽƵƚƉƵƚĚĞǀŝĐĞƐͬƐĐƌĞĞŶƐĐĂŶLJŽƵďĞƐƚĞŶǀŝƐŝŽŶŵĂŬŝŶŐƵƐĞŽĨŝŶƚŚĞĨƵƚƵƌĞ͕ŝƌƌĞƐƉĞĐƟǀĞŽĨǁŚĞƚŚĞƌŽƌŶŽƚLJŽƵ ĂůƌĞĂĚLJŚĂǀĞƐƵĐŚĂĚĞǀŝĐĞ͍ ൶ͪ MOVIES, TV SHOWS & N EW KINDS OF ENTERTAINMENT WILL PRIMARILY BE VIEWED ON THE DECISIVE QUESTION FOR CONSUMERS IS: THE TV SCREEN DŽƐƚǀŝĞǁĞƌƐǁĂƚĐŚƚŚĞŝƌ time-delayed content ŽŶƚŚĞŝƌdsƐĐƌĞĞŶ͕ĂƐǁĞůůĂƐƵƐŝŶŐŝƚĨŽƌ ǁĂƚĐŚŝŶŐŵƵƐŝĐǀŝĚĞŽƐ͕ƐƉĞĐŝĂůŝŶƚĞƌĞƐƚĐŚĂŶŶĞůƐ͕ƉůĂLJŝŶŐŐĂŵĞƐŽƌĚŽŝŶŐƐƉŽƌƚƐǁŽƌŬŽƵƚƐ͘ There is a high demand for personalisation of the TV screen. WHICH DEVICE AND WHICH SCREEN FOR WHICH USE? (SMART-)TV DEVICES 0 20 tĂƚĐŚŝŶŐŽǁŶĐŚŽŝĐĞŽĨƐĞƌŝĞƐĂŶĚĮůŵƐ tĂƚĐŚŝŶŐƐĞƌŝĞƐĂŶĚĮůŵƐĂƚĂƟŵĞƚŽƐƵŝƚ ƌĞĂƟŶŐĂƉĞƌƐŽŶĂůŝnjĞĚͨŚŽŵĞƉĂŐĞͩĨŽƌds Watching special interest channels Watching music videos and concerts dĂŬŝŶŐƉĂƌƚŝŶƐƉŽƌƚƐĂĐƟǀŝƟĞƐΘĮƚŶĞƐƐĐŽƵƌƐĞƐ Playing games on the TV (alone/with family) Taking part in live chats on TV programs >ŽŽŬŝŶŐĨŽƌƉƌŽĚƵĐƚƐĨƌŽŵdsͬŽŶůŝŶĞĂĚǀĞƌƟƐŝŶŐ Organizing private photos, music & videos Reading the latest news ŚĂƫŶŐŽŶůŝŶĞǁŝƚŚͬƉŚŽŶŝŶŐĨĂŵŝůLJͬĨƌŝĞŶĚƐ ZĞƐĞĂƌĐŚŝŶŐŽƌƐƵƌĮŶŐŝŶƚŚĞŝŶƚĞƌŶĞƚ TV screen Ί൶&ŝůƚĞƌ͗dŚĞƚŽƉϮŵŽƐƚŝŶƚĞƌĞƐƟŶŐĨƵŶĐƟŽŶƐŝŶĞĂĐŚĐĂƐĞ;Ŷсϭ͕ϱϯϲͿ൶ ϰϬ ϲϬ ϴϬ 100 ͫ QUESTION: ൶ŽŶƐŝĚĞƌŝŶŐƚŚĞĨƵŶĐƟŽŶƐĂŶĚŽīĞƌƐƚŚĂƚĂƌĞŝŶƚĞƌĞƐƟŶŐĨŽƌLJŽƵƉĞƌƐŽŶĂůůLJ͕ǁŚŝĐŚŽĨƚŚĞ ŽƵƚƉƵƚĚĞǀŝĐĞƐͬƐĐƌĞĞŶƐĐĂŶLJŽƵďĞƐƚĞŶǀŝƐŝŽŶŵĂŬŝŶŐƵƐĞŽĨŝŶƚŚĞĨƵƚƵƌĞ͕ŝƌƌĞƐƉĞĐƟǀĞŽĨǁŚĞƚŚĞƌŽƌŶŽƚLJŽƵ ĂůƌĞĂĚLJŚĂǀĞƐƵĐŚĂĚĞǀŝĐĞ͍ ൶ͪ THE TABLET-PC IS THE DEVICE OF CHOICE FOR SECOND SCREEN USE /ŶĂĚĚŝƟŽŶƚŽƌĞƐĞĂƌĐŚŝŶŐďĂĐŬŐƌŽƵŶĚŝŶĨŽ͕ŶĞǁƐĂŶĚƉƌŽĚƵĐƚƐďĞŝŶŐĂĚǀĞƌƟƐĞĚ͕the tablet ŝƐĂůƐŽƵƐĞĚĂƐĂmeans of communicationƚŽĐŚĂƚǁŝƚŚĨƌŝĞŶĚƐ– something that television as a lean-back medium is less suitable for. ͫ QUESTION: ൶ŽŶƐŝĚĞƌŝŶŐƚŚĞĨƵŶĐƟŽŶƐĂŶĚŽīĞƌƐƚŚĂƚĂƌĞŝŶƚĞƌĞƐƟŶŐĨŽƌLJŽƵƉĞƌƐŽŶĂůůLJ͕ǁŚŝĐŚŽĨƚŚĞ ŽƵƚƉƵƚĚĞǀŝĐĞƐͬƐĐƌĞĞŶƐĐĂŶLJŽƵďĞƐƚĞŶǀŝƐŝŽŶŵĂŬŝŶŐƵƐĞŽĨŝŶƚŚĞĨƵƚƵƌĞ͕ŝƌƌĞƐƉĞĐƟǀĞŽĨǁŚĞƚŚĞƌŽƌŶŽƚLJŽƵ ĂůƌĞĂĚLJŚĂǀĞƐƵĐŚĂĚĞǀŝĐĞ͍ ൶ͪ SMARTPHONES ARE USED PRIMARILY FOR RAPID ACTION SUCH AS CHATS AND NEWS-BITS The smartphoneǁŝƚŚŝƚƐƐŵĂůůĚŝƐƉůĂLJŝƐŵĂŝŶůLJƵƐĞĚďLJƌĞƐƉŽŶĚĞŶƚƐĂƐĂĐommunications and information deviceʹĨŽƌĂƋƵŝĐŬĐŚĂƚǁŝƚŚĨƌŝĞŶĚƐŽŶ&ĂĐĞŬŽƌƚŽĐŚĞĐŬƚŚĞŶĞǁƐ ŶŽǁĂŶĚƚŚĞŶĞ͘Ő͘ǁŚĞŶon the go or during an advertising break. TABLET-PCS 0 20 ϰϬ ϲϬ ϴϬ SMARTPHONES 100 ZĞƐĞĂƌĐŚŝŶŐŽƌƐƵƌĮŶŐŝŶƚŚĞŝŶƚĞƌŶĞƚ ŚĂƫŶŐŽŶůŝŶĞǁŝƚŚͬƉŚŽŶŝŶŐĨĂŵŝůLJͬĨƌŝĞŶĚƐ Reading the latest news Reading the latest news >ŽŽŬŝŶŐĨŽƌƉƌŽĚƵĐƚƐĨƌŽŵdsͬŽŶůŝŶĞĂĚǀĞƌƟƐŝŶŐ Taking part in live chats on TV programs Taking part in live chats on TV programs >ŽŽŬŝŶŐĨŽƌƉƌŽĚƵĐƚƐĨƌŽŵdsͬŽŶůŝŶĞĂĚǀĞƌƟƐŝŶŐ ŚĂƫŶŐŽŶůŝŶĞǁŝƚŚͬƉŚŽŶŝŶŐĨĂŵŝůLJͬĨƌŝĞŶĚƐ ZĞƐĞĂƌĐŚŝŶŐŽƌƐƵƌĮŶŐŝŶƚŚĞŝŶƚĞƌŶĞƚ Organizing private photos, music & videos Organizing private photos, music & videos dĂŬŝŶŐƉĂƌƚŝŶƐƉŽƌƚƐĂĐƟǀŝƟĞƐΘĮƚŶĞƐƐĐŽƵƌƐĞƐ dĂŬŝŶŐƉĂƌƚŝŶƐƉŽƌƚƐĂĐƟǀŝƟĞƐΘĮƚŶĞƐƐĐŽƵƌƐĞƐ Watching special interest channels Watching special interest channels Watching music videos and concerts Watching music videos and concerts ƌĞĂƟŶŐĂƉĞƌƐŽŶĂůŝnjĞĚͨŚŽŵĞƉĂŐĞͩĨŽƌds Playing games on the TV (alone/with family) Playing games on the TV (alone/with family) ƌĞĂƟŶŐĂƉĞƌƐŽŶĂůŝnjĞĚͨŚŽŵĞƉĂŐĞͩĨŽƌds tĂƚĐŚŝŶŐƐĞƌŝĞƐĂŶĚĮůŵƐĂƚĂƟŵĞƚŽƐƵŝƚ tĂƚĐŚŝŶŐƐĞƌŝĞƐĂŶĚĮůŵƐĂƚĂƟŵĞƚŽƐƵŝƚ tĂƚĐŚŝŶŐŽǁŶĐŚŽŝĐĞŽĨƐĞƌŝĞƐĂŶĚĮůŵƐ tĂƚĐŚŝŶŐŽǁŶĐŚŽŝĐĞŽĨƐĞƌŝĞƐĂŶĚĮůŵƐ Tablet Ί൶&ŝůƚĞƌ͗dŚĞƚŽƉϮŵŽƐƚŝŶƚĞƌĞƐƟŶŐĨƵŶĐƟŽŶƐŝŶĞĂĐŚĐĂƐĞ;Ŷсϭ͕ϱϯϲͿ൶ 0 20 Smartphone Ί൶&ŝůƚĞƌ͗dŚĞƚŽƉϮŵŽƐƚŝŶƚĞƌĞƐƟŶŐĨƵŶĐƟŽŶƐŝŶĞĂĐŚĐĂƐĞ;Ŷсϭ͕ϱϯϲͿ൶ ϰϬ ϲϬ ϴϬ 100 » ABOUT It is simply mind-bogglingly convenient being able to surf the web whilst watching TV and perhaps even researching issues that are currently on TV in the web at the same time. » « ƐŵĂƌƚĐůŝƉ ŝƐ Ă ŐůŽďĂů ŵƵůƚŝƐĐƌĞĞŶ ĂŶĚ ďƌĂŶĚ ĂĚǀĞƌƚŝƐŝŶŐ ƉůĂƚĨŽƌŵ ƐƉĞĐŝĂůŝnjŝŶŐ ŝŶ ǀŝĚĞŽ ĂĚ ĨŽƌŵĂƚƐ ĂĐƌŽƐƐ Ăůů /ŶƚĞƌŶĞƚͲĐŽŶŶĞĐƚĞĚ ĚĞǀŝĐĞƐ ŝŶĐůƵĚŝŶŐ͕ ƐŵĂƌƚƉŚŽŶĞƐ͕ ƚĂďůĞƚ WƐ͕ ŐĂŵŝŶŐĐŽŶƐŽůĞƐ͕ƐĞƚͲƚŽƉďŽdžĞƐĂŶĚĐŽŶŶĞĐƚĞĚdsƐ͕ŝŶĂĚĚŝƟŽŶƚŽƚŚĞĐůĂƐƐŝĐW͘dŚĞĐŽŵƉĂŶLJ ŚĞůƉƐĂĚǀĞƌƟƐĞƌƐĂŶĚŵĞĚŝĂĂŐĞŶĐŝĞƐƚŽƌĞĂĐŚƚĂƌŐĞƚĞĚĐŽŶƐƵŵĞƌƐ͘WƵďůŝƐŚĞƌƐďĞŶĞĮƚĨƌŽŵ ƉƌŽƉƌŝĞƚĂƌLJĂŶĚŝŶŶŽǀĂƟǀĞƚĞĐŚŶŽůŽŐLJƐŽůƵƟŽŶƐĨŽƌƚŚĞŵŽŶĞƟnjĂƟŽŶŽĨƚŚĞŝƌǀŝĚĞŽĐŽŶƚĞŶƚ͘ ƐŵĂƌƚĐůŝƉŝƐŚĞĂĚƋƵĂƌƚĞƌĞĚŝŶ,ĂŵďƵƌŐ͕'ĞƌŵĂŶLJǁŝƚŚŵĂũŽƌŽƉĞƌĂƟŽŶƐŝŶƵƌŽƉĞ͕ƵƐƚƌĂůŝĂ͕ ƚŚĞh͘^͘ĂŶĚ>ĂƟŶŵĞƌŝĐĂ͕ƉƵƐŚŝŶŐƚŚĞĨƌŽŶƟĞƌŽĨĚŝŐŝƚĂůǀŝĚĞŽĂĚǀĞƌƟƐŝŶŐ͘dŚĞĐŽŵƉĂŶLJŝƐĂ ǁŚŽůůLJŽǁŶĞĚƐƵďƐŝĚŝĂƌLJŽĨĚĐŽŶŝŽŶDĞĚŝĂ'ƌŽƵƉ͕ǁŚŝĐŚŚĂƐϮϰŽĸĐĞƐƐĞƌǀŝŶŐϮϬĐŽƵŶƚƌŝĞƐ ĂƌŽƵŶĚƚŚĞǁŽƌůĚ͘ TV and internet combined with games and TV series and their background info, simply fantastic! SMARTCLIP « Further information available at: www.smartclip.com » The latest company news can be found on twitter: It’s possible to read the news at any time or watch series whenever regardless of the TV program. Ί൶YƵŽƚĞƐŽĨdsƵƐĞƌƐ൶ « http://twitter.com/smartclipAG.
Scarica
