Different Screen Behaviour Bite Sized Thought Piece 2014
Total Page：16
File Type：pdf, Size：1020Kb
THE CONNECTED CONSUMER Different Screen Behaviour Bite Sized Thought Piece 2014 Household and personal ownership of PC, to those who are connected using technology is changing rapidly, which in a mobile, tablet and potentially via the turn significantly alters our routines and TV too. Over a third of online consumers habits. Consumers are connected to across Brazil, Russia, India and China one another and their favourite content (BRIC) are in the ‘least connected using a variety of devices; including group’, whereas in Great Britain (GB) the PC/laptop, smartphone, tablet, this is below 1 in 4. Smartphone and connected TVs and games consoles. tablet connectivity is higher in Western Some devices are shared and some are Europe, compared to BRIC markets more personal but they each have a role where, interestingly, there is a higher at a specific location at the right time. adoption of connected TVs, currently only 16% in North America and 19% in At Ipsos MediaCT we have been GB. In the same way that more affluent investigating the “connected consumer” in ‘online consumers’ in BRIC countries have more detail via our Global Trends Study, skipped PC internet to mobile internet, in which we undertook two waves of more so they have also skipped digital TV, than 16,000 online interviews across 20 moving straight to a connected TV. markets. Following this study we have segmented connected consumers, from Whilst monitoring ownership is important, those who are only connecting via a our exploration of the connected consumer 83% 78% send traditional make traditional SMS messages phone calls GB consumers using smartphones takes us beyond levels of adoption to COMMUNICATION enable crucial understanding of how devices are used. Smartphone usage Over recent years we have seen is personal and closely linked to social significant fragmentation of communication networking, emailing, messaging and web with the emergence of messaging apps browsing, whereas a connected TV is a such as BBM, Facebook, Whatsapp, shared screen and thus used for ‘collective MessageMe and newer variants such as viewing’ of broadcast events, movies, Snapchat and Vine. That said, traditional music and multi-player games. The tablet, SMS messaging is still widely used with however, is somewhere in-between, a 83% of GB consumers doing so, which hybrid of personal and shared activity. It is more than the 78% claiming to make is increasingly the norm for people to do traditional voice calls via their smartphone. lots of things across multiple devices, and By contrast, in Asia only 43% use SMS in this thought-piece we will explore how messaging, driven largely by Japan this differs across markets in more detail, where there is a much higher prevalence and the impact it has in terms of how of mobile based e-mail for this type of brands can ensure they are best-placed communication. With increased familiarity to take advantage of these changes. of using images and video in messages, it is perhaps unsurprising to see around a third of consumers are picture messaging they were of poor quality, so video calling via a smartphone in Asia and BRIC was less popular. With the expansion countries, but GB lags behind, presumably of the tablet market with various screen due to historical ‘bill shock’. Picture/video sizes at affordable prices, there has been messaging via a tablet is actually much a rise in the availability of VoIP apps for lower in GB (only 16%) than in BRIC tablets across all operating systems (OS). countries (38%), suggesting much more ‘family-based’ use of messaging services. Online brands have created a huge degree of fragmentation in terms of Use of VoIP via a smartphone has really the preferred app and platform we taken off in BRIC markets (17%), most use to communicate. The brands that noticeably in China with 26% of the online enable us to pick up conversations population claiming to be users of these seamlessly on another platform will be services (versus 10% in GB). Interestingly, the most successful in the future. use of VoIP on a tablet is actually higher in GB (18%) and higher still in BRIC countries (35%) driven by almost half of tablet owners in Russia using VoIP. The first tablets on the market tended not to have built-in cameras, and if they did, 35%* use VoIP on tablets in BRIC countries * driven by almost half of tablet owners in Russia using VoIP WATCHING TV America and Asia, but this is still way behind BRIC countries with 60% TV Not only are developing BRIC countries consumption via a tablet device. These using their connected TV sets in a more marked differences are due to historical sophisticated way, but they are also patterns of BRIC markets having skipped viewing an increasing amount of content fixed broadband and moved straight on other devices away from the television. to mobile connection. Media planners With the advent of 4G services in GB we need to be mindful of these market might have expected a higher uptake of differences as this may present significant TV viewing on a mobile device but our opportunities for brands to capture a data suggests otherwise - with only 11% consumer’s attention and click through of smartphone owners in GB claiming to optimised content for that device. to use their mobile to watch TV. This is not too dissimilar to other regions, with MUSIC AND GAMING the exception of BRIC countries with Mobile has always had a strong affinity 19% incidence. Perhaps unsurprisingly, with music and this is still very much use of a larger tablet screen is far more the case with 36% of GB smartphone popular for this activity with 47% of owners and 33% of tablet owners using tablet owners doing so in GB, ahead this device to listen to music. Due to a of the rest of Western Europe, North younger demographic population we see users, and create content that entices a much higher incidence of all the BRIC them to come back and find out more. countries with 55% using their smartphone and 41% using their tablet. Gaming is The challenge for brands trying to reach high across the board with more than the ‘always on connected consumer’ is to 1 in 3 doing so on their smartphone in consider the complex way in which they GB, still lower than the other regions we are using multiple devices for different surveyed. India stands out with almost purposes, and the fact this differs greatly 1 in 2 (47%) using their smartphone for by market and segment. It is also clear this purpose, in a market where mobile that this dynamic is also changing gaming is dominated by ‘free to play’ over time as devices and content are or ‘advertising models’ and currently introduced making consumers’ lives very limited in-app purchase. However, easier and choices greater. We know gaming on a tablet is highest overall in from other research conducted in this North America (58%) and GB (57%), and area that consumers with multiple devices with global sales of tablets projected to tend to spend longer online, as sessions outperform PCs in 2015, mobile gaming on a new device tend to be ‘additive’ is seen as a growing trend in expanding rather than ‘cannibalising’. So brands that markets like Asia and particularly Japan. can target offers and services at owners It will be critical for entertainment brands of multiple devices are more likely to to understand the social element of music enhance average revenue per user and and gaming behaviour in order to attract reduce churn by increased ‘stickiness’. For more information, please contact: Gavin Sugden Director t: +44(0)20 8861 8016 e: [email protected] www.ipsos-mori.com.