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Harris Pixellife Research Report on Every Major Activity on Every Popular Screen Device Smartphone-Pc-Laptop-Tablet-Hybrids-Console-Television

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Harris Pixellife Research Report on Every Major Activity on Every Popular Screen Device Smartphone-Pc-Laptop-Tablet-Hybrids-Console-Television Harris PixelLife research report on every major activity on every popular screen device smartphone-pc-laptop-tablet-hybrids-console-television 20 January 2015 about Harris PixelLife we spend a huge and ever increasing amount of our working and leisure time staring at screens Harris PixelLife is an ambitious research study that attempts to look at every major type of screen and every major type of usage in the UK today the findings are based on a nationally representative survey of 2,973 respondents aged 16-64 do you want more? see pages 22 for details about how we can tailor our data specifically for your own needs, including details of how to contact us contents about Harris Interactive methodology executive summary detailed results device ownership activities activities by screen services used for all activities time volumetric share for activity on smartphone and tablet satisfaction overview satisfaction with individual activities satisfaction with desktop PC usage satisfaction with laptop/netbook usage satisfaction with tablet usage satisfaction with laptop/tablet hybrid usage satisfaction with smartphone usage satisfaction with games console usage satisfaction with smart TV appendix: device summaries appendix: individual activity summaries 3 screen/device types covered in depth in the study desktop PC laptop/netbook tablet hybrid tablet/laptop smartphone (via) games console smart TV 4 methodology UK online survey 2,973 interviews 25-minute survey average fieldwork 17 Sep – 2 Oct 2014 click me the Harris PixelLife study results 16-64s interviewed with quotas disclosed in this report may not be set by demographics used for advertising, marketing, or promotional purposes without the sample weighted to be representative prior written consent of Harris Interactive of UK online demographics products and brand names are trademarks or registered trademarks of their respective owners 5 why we created PixelLife We created PixelLife because we believe it is unique. While there are many studies on devices and many clients research satisfaction on their services on different devices, we believe this is the first study to attempt to look at everything. For more about PixelLife, please get By ‘everything’ we mean every major activity undertaken on every in touch with your usual Harris Interactive contact, or alternatively kind of screen available today – and this is a hugely ambitious any one of the following: undertaking. Given we spend a huge amount of time looking at steve evans – research director screens nowadays, PixelLife should be of interest to anyone [email protected] 07849 172 341 interested in the choices people make in front of them. denholm scotford – business development [email protected] 07989 388 164 In the same way that major marketing tools and trackers look at pete cooke – sector head the profile and holistic media habits of the nation, PixelLife [email protected] 07989 387 093 attempts to do the same thing with screen-time. www.harrisinteractive.co.uk But we go further by not only understanding what people do and who they are, but also to appreciate how satisfied they are when doing it. PixelLife covers the what, who and satisfaction elements in equal measure. 6 how PixelLife can add insights Let’s imagine a company: say a video streaming brand. How can they use PixelLife? We understand the incidence of video streaming in the nation, profiling its users and non-users and understanding how streaming use differs by screen/device. We can measure user satisfaction and benchmark it against the client’s For more about PixelLife, please get competitors. Now, this kind of insight is most likely covered by existing research in touch with your usual Harris undertaken by most brands, so let’s look at how PixelLife can add insights not Interactive contact, or alternatively already covered by a typical research portfolio: any one of the following: steve evans – research director While the brand may have usage and satisfaction benchmarks against other streaming providers, the [email protected] 07849 172 341 “everything” facet of PixelLife provides benchmarks for all other major activities on all available devices. denholm scotford – business development While the brand may be happy that they enjoy a superior benchmark to their direct streaming [email protected] 07989 388 164 competitors, PixelLife can show how services offered outside the streaming sector are superior still. Follow-up research opportunities resulting from PixelLife can then answer why this is the case, what are pete cooke – sector head its drivers and help the brand achieve an even greater advantage over its direct competition. [email protected] 07989 387 093 Streaming is just one screen activity out of many different things we do with our devices nowadays. The “everything” nature of PixelLife means that this brand can understand precisely how individual users and www.harrisinteractive.co.uk segments of users spend the rest of their time when not streaming its service. For example, what other entertainment services they use, what services they use to communicate with friends and family, where they shop online, what are their interests manifested by what they stare at on-screen, and so on and so on. In PixelLife we attempt to look at every major activity, everything from being online dating to online banking and a whole lot more. Understanding how users and groups of users spend their time in the long daily hours spent in front of a screen provides a complete profile of the kind of people the brand should be interested in. In summary, when we say “everything”, we mean it. Any brand wanting to know more about its audience in all the hours spent in front of a screen should find PixelLife a treasure trove of insights. 7 overview of what data was collected basic demographics and technology adoption curve segment device ownership (extended list over-and-above the main screen devices) brand of device owned (e.g. iPhone for smartphone etc.) likelihood to purchase devices (extended) in the next 6 months incidence of ever currently doing any of the 28 activities time volumetrics for smartphone and tablet device usage PLUS, per each of 25 specific activities . usage frequency of activity by each screen/device owned (including lapsed and never) . satisfaction with activity by each screen/device owned (if used on device) . brands/services used (e.g. Netflix for streaming etc.) – but not device specific . main brand/service used currently – not device specific . satisfaction with main brand/service used by each screen/device (if used on device) 8 detailed incidence and brands satisfaction ACTIVITY COVERAGE IN THIS REPORT PARAPHRASED AS... user profile? used? scores? browsing the Internet browse internet using online search engines search watching films streamed over the Internet stream films watching TV shows streamed over the Internet stream TV shows using YouTube YouTube watching films/shows using a paid TV subscription service (e.g. Sky, Virgin Media, BT TV etc.) watch paid TV sub listening to music streamed over the Internet stream music using work, office or productivity software work/office using music or video creation software or applications music/video create using photo/image storage and editing services or applications photo storage/edit using cloud-storage services to save your personal files online (except photos) cloud storage sending/receiving emails (both work/study and personal) email using an instant message application/service instant message making video calls over the Internet video calls using facebook facebook using twitter twitter using gambling sites, software or applications online gambling playing video games video gaming using security/anti-virus software security/antivirus using online dating services or applications online dating using online shopping services online shopping online banking online banking read eBooks read eBooks using navigation/travel/map/location-based services or applications maps/navigation using health and fitness applications on a smartphone or games console health/fitness app using news sites or applications (including news feeds) news using news or sports applications to check sports news/scores sports news using online coupon/deal/discount services coupons/deals 9 whether or not an activity was asked about on this device we needed to take into account PC laptop tablet hybrid smart- console smart that not every activity is feasible phone TV on every kind of screen/device browse internet search – for example office or work stream films activities on a games console stream TV shows YouTube the table on the left shows watch paid TV sub stream music what activities were suppressed work/office per screen/device. music/video create photo storage/edit plus, of course, only those were cloud storage email asked about if the respondent instant message indicated that they actually did video calls the activity at the beginning of facebook twitter the survey online gambling video gaming security/antivirus online dating online shopping online banking read eBooks maps/navigation health/fitness app 10 executive summary PixelLife executive summary We own more devices than ever before and this means our eyes are in front of screens for an extraordinary amount of time, for work and leisure In the first chapter of the report we look at When we look at device ownership by age we device ownership, ownership crossover and can see home printers and desktop
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