Ericsson ConsumerLab TV and Media 2013 Presentation
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Ericsson ConsumerLab TV and Media 2013 Presentation

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The Ericsson ConsumerLab TV & Media 2013 report looks at the explosion of connected mobile devices in the home has opened a whole new world of possibilities when it comes to viewing TV and video ...

The Ericsson ConsumerLab TV & Media 2013 report looks at the explosion of connected mobile devices in the home has opened a whole new world of possibilities when it comes to viewing TV and video content.

Consumer viewing habits now involve so much more than just the living room TV and traditional broadcast services. Today people take their entertainment with them around the house - and beyond.
For more from the ConsumerLab visit: http://www.ericsson.com/thinkingahead/consumerlab

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    Ericsson ConsumerLab TV and Media 2013 Presentation Ericsson ConsumerLab TV and Media 2013 Presentation Presentation Transcript

    • TV & Media 2013 Report Ericsson ConsumerLab Anders Erlandsson Niklas Heyman Rönnblom Atli Ericson Identifying the needs of tomorrow’s video consumers
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 2 (20) › The growing importance of Mobile devices in the TV Media space › Even late adopters are becoming advanced › The birth of aggregated, pick-and-mix TV solutions Key findings Source: Ericsson ConsumerLab TV & Media 2013 Study
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 3 (20) Ericsson ConsumerLab annual research 100,000 RESPONDENTS 1.1 billion REPRESENTING PEOPLE 15 STUDIED MEGACITIES40 MORE THAN COUNTRIES
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 4 (20) Representing >550 Million consumers Qual: 30 in-home interviews (Sao Paolo, Seoul, Stockholm & New York) Quant: ~15 000 online interviews (1000/country) + booster for age 60-69 (Brazil, Canada, Chile, China, France, Germany, Italy, Mexico, Russia, Spain, South Korea, Sweden, Taiwan, UK, US) Source: Ericsson ConsumerLab TV & Media 2013 Study › Niclas Ekdahl, CEO Viaplay › Kjell Häglund, Chief Editor DGC & Weird Science › Dante Compagno Neto, Head of TV Business, GVT › Jose Raimundo Lima, Technical and Operations Executive Director, SBT › Suzanne Stein, Ass. Prof. OCAD University Toronto & Foresight Expert 2020 Media Futures Project Expert interviews
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 5 (20) Traditional TV Habits Consumer TV/Video Consumption on a more than weekly basis Scheduled broadcast TV DVD/Blu-ray etc. Pay-per-view15% 17% 15% 31% 30% 27% 83% 79% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: Extended 9 markets (US, UK, Germany, Sweden, Spain, China, Taiwan, Brazil & South Korea), [Showing more than weekly usage] Physical media continues its downward trend, while pay per view and scheduled broadcast viewing remains fairly stable
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 6 (20) On-Demand Habits Streamed on-demand/time shifted TV & Video incl. YouTube Own recorded broadcast TV Downloaded Movies & TV shows Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: Extended 9 markets (US, UK, Germany, Sweden, Spain, China, Taiwan, Brazil & South Korea) [Showing more than weekly usage] Streaming and YouTube viewing grows, while recorded broadcast TV and downloaded content looses momentum 61% 62% 63% 47% 36% 31% 38% 35% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 Consumer TV/Video Consumption on a more than weekly basis
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 7 (20) Late adopters catch on… “the computer and the internet is a natural part of my TV and video consumption habits” 57% “I want to decide when to watch something rather than following a schedule” +24%increase from 2011 to 2013 amongst late adopters Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: Extended 9 markets (US, UK, Germany, Sweden, Spain, China, Taiwan, Brazil & South Korea), [Showing more than weekly usage] Stream on-demand/time shifted TV & Video incl. YouTube, more than weekly 75% 75% 71% 60% 48% 40% 40% 41% 0% 20% 40% 60% 80% 100% 16-19 20-24 25-34 35-44 45-54 55-59 60-64 65-69 2011 2013
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 8 (20) From Sunrise to sunset… 49% 28% 85% 55% 11% 16% 6% 15% 9% 35% 23% Watch any type of TV & video content at least several times a week … Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: All 15 markets Traditional linear TV curve Morning Noon Afternoon Early evening Evening Night Breakfast background TV Prime access background TV, zapping, and impulse viewing Prime time appointment viewing PeopleusingTV(PUT) Late night impulse viewing Emerging TV curve (advanced viewers)
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 9 (20) Average hours watching video on each device per week Mobile viewing Increases 0 2 4 6 8 10 12 14 16 18 TV-screen 2013 TV-screen 2012 Desktop computer 2013 Desktop computer 2012 Laptop 2013 Laptop 2012 Smartphone 2013 Smartphone 2012 Tablet 2013 Tablet 2012 Other screen 2013 Other screen 2012 At home Away from home Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: Extended 9 markets, [Those who have and use respective device] 72% use mobile screens for video viewing each week hours 42% of the respondents use the Laptop, Smartphone or Tablet to watch TV/Video outside the home on a weekly basis
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 10 (20) second screen usage 75% 68% 66% 55% 49% 44% 27% 27% 27% 24% Live TV Event Junkies TV Sport Fans TV Serie Aficionados Movie Buffs People who value live event and sport viewing are generally much more active using secondary devices while viewing I use secondary device (e.g. smartphone, tablet or laptop) while watching TV in order to … Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: All 15 markets, [Left graph showing weekly or more usage among all consumers. Right graph showing weekly or more usage amongst those who answered top 1 on a 7-graded scale: “I agree completely” to the questions (from top to bottom above): “Being able to watch live events other than sports is very important to me”, “Being able to watch live sports is very important to me”, “Being able to watch good TV-series is very important to me” and finally “Being able to watch good movies is very important to me”] 63% 56% 49% 40% 29% 25% 14% 14% 13% 13% Read email while watching TV/video content Use apps or browse the Internet to kill time, not related to the content I am currently watching Use apps or browse the Internet to find out more information about the content I am currently watching Use social forums at the same time as watching TV/Video content Discuss the TV/video content that I am currently watching with others online Watch two or more programs, live events or shows at the same time Compete with others watching the same show Watch the same program or show from two different camera angles Interact with the show through voting Live betting on a sports event at the same time as you are watching (Showing at least weekly usage among those who rank a viewing type as very important (7 on a 7-graded scale))
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 11 (20) The UGC explosion Source: Ericsson ConsumerLab TV & Media 2013 Study User Generated Content Short fragmented mobile viewing Long viewing on large screens Reliable and trustworthy Something for everyone If I needed to know something, I’m going straight to YouTube, straight to Do-It-Yourself… YouTube is great because it’s raw [unbiased] content… and they show you actually, physically [how to do it], so I think that’s pretty cool. Chase, 24, New York, USA 82% use YouTube or similar services at least monthly
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 12 (20) Prosuming TV & Video Source: Ericsson ConsumerLab TV & Media 2013 Study (Example showing some common associations between source and type of content) Older movies New movies TV-Shows Illegal downloading Legal downloading Series DVR S-VOD Play streaming Sports & Live events Linear TV Pirate streaming T-VOD/ PPV Consumer are treating content as they please, picking- and-mixing their own versatile TV/video solution Series It is going to be the viewers’ market more than the producers’. Kjell Häglund, DGC & Weird Science, Sweden › lock-in and binding time avoidance › Replaced or reduced large bundles Consequences › Linear TV is just one ingredient › Quality content is very important
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 13 (20) › US: Increase 24%, Reduced/eliminated 25% › Germany: Increased 9%, Reduced/eliminated 26% › China: Increased 30%, Reduced/eliminated 8% Cord cutting/shaving Cord shaving & cutting phenomena is increasing 19 58 12 11 Extended 9 markets - 2013 Increased No change Reduced Eliminated it Thinking back one year have you change your managed TV package? 21 65 7 7 Extended 9 markets - 2012 Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: Extended 9 markets (US, UK, Germany, Sweden, Spain, China, Taiwan, Brazil & South Korea)
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 14 (20) Transaction-VOD services › Not part of the everyday TV setup › Avoided due to high cost › Only used for specific content › 24 hour viewing limit is a barrier The Impact of on demand Subscription-VOD services › Easy to add to existing setup › Inexpensive, easy and funt to use › Available across devices › Easy to share We’re pimping out our Netflix password across town. Ha ha! Naomi, 28, USLinear TV VOD Relaxed viewing Appointment viewing S-VOD is changing the traditional role of linear TV Source: Ericsson ConsumerLab TV & Media 2013 Study
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 15 (20) Piracy losing ground Spain 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: Spain & US [Watch streamed movies, streamed TV-programs/TV-series or downloaded movies or TV-series at least several times a month] When you watch on-demand video, which services do you use? Base: Spanish on-demand (streaming & downloading content) users (606 users out of 1000) 0% 10% 20% 30% 40% 50% 60% US Base: US on-demand (streaming & downloading content) users 508 users out of 1000) * The highlighted services are related to piracy one way or the other File sharing 20percentage points 2011-2013
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 16 (20) 10,7% 9,8% 9,1% 8,5% 7,7% 6,6% 6,2% 5,9% 5,7% 5,3% 4,7% 4,4% 3,3% 2,9% 2,7% 2,4% 2,1% 2,1% Free from ads/commercials Excellent quality (HD quality) Time shift/On demand Usability, super simple interfaces À la carte TV-/video content Extreme quality (4K / 4xHD) Push to see the content best suited for you… My TV-/video content on all my devices Access Internet on your traditional TV screen Theatrical releases direcly in the TV,… One search, watch & pay interface for online… Advanced online video search (actors, lines,… 3D TV Personalizable TV-screen info (Apps,… Video telephony Access Apps on your standard TV screen Accessing/watching different camera angles… Interactive TV Important services 2013 Relative order to last year Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: All 15 markets The most important services/options when it to how consumers want their future TV/Video experience
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 17 (20) 35% 30% 27% 25% 22% 19% 17% 17% 14% 13% 12% 10% 10% 9% 8% 6% 5% 4% Excellent quality (HD quality) Free from ads/commercials Time shift/On demand Extreme quality (4K / 4xHD) À la carte TV-/video content 3D TV Theatrical releases direct on the TV Access Internet on your traditional TV screen Usability, super simple interfaces My TV-/video content on all my devices Adv. online video search (actors, scenes....) Video telephony Interactive TV Push to see the content best suited for you… Access Apps on your standard TV screen One search, watch & pay interface for… Personalizable TV-screen info (Apps,… Accessing/watching different camera angles… Willingness to Pay +3% +5% +3% +1% +3% +1% +2% Compared to 2011 Source: Ericsson ConsumerLab TV & Media 2013 Study BASE: Extended 9 markets (US, UK, Germany, Sweden, Spain, China, Taiwan, Brazil & South Korea) Which of the following features/services do you consider worth paying for?
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 18 (20) One personalized experience Consumers are looking for one super simple, convenient, experience aggregating their TV and video Aggregate discovery and recommendations Preferably one easy, individualized video experience/solution Aggregate services sources and content Aggregate interface and navigation Aggregate payment and billing Be up to date and flexible Source: Ericsson ConsumerLab TV & Media 2013 Study I don’t think that the mass market will tolerate less than having it all in one, or at the most two, different services. Niclas Ekdahl, CEO Viaplay
    • TV Media 2013 Study, Short Presentation | Commercial in confidence | © Ericsson AB 2013 | 2013-08-27 | Page 19 (20) The growing importance of mobile devices in the TV Media space › 72 percent use mobile devices (smartphone, tablet or laptop) for video viewing at least weekly and 42% do it outside the home › 75 percent multitask by using mobile devices while watching TV and 1 in 4 watch multiple video sources at the same time Even late adopters are becoming advanced video users › 41 percent of the 65-69 year olds in the study watch streaming on-demand/time shifted TV and video content, including YouTube, on a more than weekly basis The birth of aggregated, pick-and-mix TV solutions › À la carte TV Video content is ranked as the fifth most important aspect of the TV and video experience › The quest has begun to become THE easy-to-use, à la carte TV solution that aggregate the consumers TV & Video needs Key findings Source: Ericsson ConsumerLab TV & Media 2013 Study