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

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

Published on April 23, 2014

Author: havasmediabe

Source: slideshare.net

Description

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

MMS 2014 – 5TH WAVE MULTI-SCREEN & MOBILE SURVEY APRIL2014

Methodology summary Contractor : •18+ living in BelgiumReference Universe : •Method: based on Internet panelSample : •Online questionnaire •Average duration of the interview : 10' Data Collection : Wave 5 Feb’14 1 064 ind. Wave 4 Dec’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

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 0% 10% 20% 30% 40% 50% 60% 70% HD Search function Internet Browser Build-in WiFi Connected TV Television 3D DLNA network Access App Store Social TV 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 5.0% 6.5% 8.6% 15.1% 16.2% 16.7% 26.9% 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) % 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 prominent And 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% Others Others Calculated on total who answered: 894 people (84% of total sample) – 501 VL/393 FR

TV watching becomes more and more multi devices 97% 52% 15% 19% 19% 13% 7% 5% 94% 42% 26% 25% 23% 16% 14% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% TV Laptop Tablet laptop connected to TV Gaming console connected to TV Smartphone Connected tablet Smartphone connected to TV Wave 4 Wave 5

Surfing on websites is the primary reason for 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 websites related to what i'm watching Write on FB about what i'm watching Look or buy things related to what I'm watching Consult Twitter Send emails related to what i'm watching Comment online about ads, film or program I'm watching Tweet about the TV program or movie 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%

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

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