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EMS Deep Dive 2013 - The fragmented media consumption of Europe's affluent

EMS Deep Dive 2013 - The fragmented media consumption of Europe's affluent

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Ems deep dive 2013 report by ipsos nl Ems deep dive 2013 report by ipsos nl Presentation Transcript

  • EMS Deep Dive 2013 The fragmented media consumption of Europe’s affluent 0
  • Objectives Which devices do Europe’s Affluent use to access media at what time of the day? How is the media consumption fragmented by the different devices and platforms? 1
  • Deep dive 2013: Methodology Sample sizes: Online re-contact study in March 2013, based on year 2011 & year 2012 EMS respondents Weighted to the EMS universe: Top 13% of Main Income Earners in Top 20% income group of households 220 314 284 256 Total n: 1,074 Please note this is an explorative study based on a limited sample size. Although all the participants are re-contacted from the EMS study, none of the results in this report are part of EMS currency data. 2
  • EMS Deep Dive 2013: Summary  New devices are rapidly entering the households of the affluent .  The group of consumers using multiple media devices (PCs/laptops and tablets and smartphones) is growing by the day. The so called 3 screen users are not consuming less traditional media, but more additional media on tablets and smartphones.  Consumption of the traditional media of print, TV and radio is there to stay: the consumption patterns remain stable. Next to the traditional media, a lot of time is spent on the internet.  Tablets & smartphones provide the means of additional media usage through the day, on different times of the day and on different places.  The consumption of media is fragmented over devices and platforms (publication, TV/video streams, websites and apps)  Social media has gained a significant position in the media landscape.  The British & Irish are ahead in adoption of mobile devices and more frequent usage of digital media. The rest of Europe follows closely behind.  The group of connected TV users is still relatively small. They do not use the main TV screen as an internet device. They do use their smart TVs to watch more TV. 3
  • EMS Deep Dive 2013: Trendsetting groups 3 screen users Connected TV users Heavy social media users 27% of Deep Dive participants 12% of Deep Dive participants 21% of Deep Dive participants Definition: They use a PC/laptop AND a smartphone AND a tablet Definition: They use internet via main TV set at home Profile: High proportion in UK, younger age group, males, higher income group Profile: High proportion in UK, younger age group, males Why interesting? Early adopters of new technologies. Will their patterns of media usage soon be main stream? Why interesting? SmartTVs might well be the next revolution in devices. What will be done on the biggest screen in the household? Definition: They use social networking sites, at least 1 hour per day Profile: High proportion in UK, younger age group, females, lower income group Why interesting? This is a significant and wellconnected group of consumers. Is there also a difference in how they use media devices and media platforms? 4
  • devices Which devices do Europe’s Affluent use to access media at what time of the day? How is the media consumption fragmented by the different devices and platforms? 5
  • EMS Deep Dive 2013: Devices In modern households there are several screens to access media. Practically all use either a PC or laptop, almost two third use a smartphone, about one third use a tablet. A quarter of the consumers are 3 screen users: they use a PC or laptop and a smartphone and a tablet. The main TV still plays an important role in the household. Different devices are connected for alternative ways of watching TV or video. Watching TV at home is often accompanied by the use of a tablet. The group of connected TV users is relatively small: they use the internet via the TV set. 6
  • 77% use a laptop or netbook 63% use a smartphone BASE: EMS Deep Dive 2013 66% use a desktop PC 34% use a tablet 7
  • UK ahead of the other countries with 80% smartphone users and 47% tablet users. Above the age of 55 smartphone usage is still relatively low (42%) use smartphone total 63% 34% UK 80% 47% France 55% 32% Germany 63% 30% Italy 30% male 48% 56% 32% age below 45 income under E60K income E60K+ 77% 41% age 45-54 age 55+ 67% 35% female 63% 35% 25% 42% 57% 29% 67% 38% 100% 100% 3 screen users connected tv users heavy social media users BASE: EMS Deep Dive 2013 use tablet 78% 51% 37% 73% 8
  • 27% use 3 screens: PC/laptop and tablet and smartphone . 3 screen users + Use PC/laptop & smartphone (no tablet) + Other + Use PC/laptop only BASE: EMS Deep Dive 2013 9
  • 4 brands and 3 Operating Systems cover 90% of the smartphone market Brand of smartphone used most often: OS of the smartphone used most often: 6% 5% 9% 31% 48% 11% 48% 20% BASE: Smartphone users in EMS Deep dive 2013 11% 4% 4% 10
  • iPad is used by 75% of tablet owners. Brand of tablet used most often: other 12% 5% 9% 75% BASE: Tablet users in EMS Deep dive 2013 11
  • UK the only place where e-book readers have been able to gain popularity before the rise of tablets. Most e-book readers are Kindles. use an e-book reader total 12% UK France Germany 31% 4% 7% Italy 9% male 10% female 15% age below 45 13% age 45-54 Brand of e-Book reader used most often: 13% age 55+ income under E40K other 10% 5% 6% 8% income E40K-E60K income E60K-E80K income E80K+ 3 screen users connected tv users heavy social media users BASE: EMS Deep dive 2013 13% 19% 8% 11% 13% 20% 17% 71% 21% 12
  • Majority has Full HD TV screens. Most have medium or large size screens. Size and Screen resolution of main TV set at home: Full HD/Ultra HD over 47 inch 11% 32 - 47 inch under 32 inch no TV BASE: EMS Deep Dive 2013 HD ready 3% 42% 1% 17% 3% standard 2% 13% 6% 3% 13
  • At home, almost everybody is wireless connected to the internet. 90% BASE: EMS Deep dive 2013 14
  • One out of four uses a game console to watch TV/Video via TV set Devices used for watching TV/video via TV set at home: digital media receiver (like Apple TV or Google TV) 15% 26% digital video recorder (DVR) 36% BASE: EMS Deep Dive 2013 Games console 76% DVD player 15
  • Connected TV users are the most frequent users of all devices, as game consoles & digital media receivers for watching TV or video. Frequency of using devices for watching TV or video: once a day or more often DVD player total 4% a few times a week 15% 3 screen users 4% 17% 21% heavy social media users 5% 23% 3 screen users connected TV users heavy social media users games console 7% heavy social media users digital media receiver (like Apple TV or Google TV) total 3 screen users connected TV users heavy social media users BASE: EMS Deep dive 2013 9% 64% 20% 15% 44% 16% 66% 19% 74% 25% 11% 66% 33% 4% 10% 8% 20% 10% 4% 5% 48% 22% 63% 6% 3% 6% 9% 60% 31% 8% 3 screen users 2% 7% connected TV users 20% 20% 11% total 2% 6% 13% 52% 12% 9% 21% 61% 9% 9% 24% 58% 5% total never 58% connected TV users digital video recorder (DVR) less often 85% 8% 6% 75% 11% 64% 81% 16
  • 15% of younger affluent (below 45) use the internet via their main TV set at home BASE: EMS Deep Dive 2013 17
  • So far, only 12% use the internet via their main TV set at home Used internet via main TV set at home, in past 30 days: total 12% UK France Germany 16% 7% 11% Italy 13% male 14% female age below 45 age 45-54 age 55+ 9% 15% 11% 7% income under E60K 11% income E60K+ 11% 3 screen users 20% connected tv users heavy social media users BASE: EMS Deep Dive 2013 100% 20% 18
  • 52% of the tablet users use a tablet while watching TV on a daily basis BASE: Tablet users in EMS Deep Dive 2013 19
  • In total, 20% use a tablet while watching TV, on a daily basis. The proportion is 58% within the group of 3 screen users. Frequency of using tablet while watching TV: several times a day total UK France Germany Italy 8% 12% 12% 6% 14% 8% never or no tablet 62% 24% 47% 17% 69% 7% 6% less often 19% 17% 8% about once a day 20% 60% 12% 74% male 11% 8% 19% 62% female 13% 7% 19% 62% age below 45 age 45-54 age 55+ 17% 10% 9% 8% 7% 5% income under E60K 11% income E60K+ 13% tablet users heavy social media users BASE: EMS Deep Dive 2013 63% 12% 7% 76% 11% 10% 66% 18% 59% 20% 36% 16% 19% 50% 19% 32% 3 screen users connected tv users 24% 35% 22% 15% 12% 30% 41% 18% 13% 11% 28% 51% 20
  • Which devices do Europe’s Affluent use to access media at what time of the day? How is the media consumption fragmented by the different devices and platforms? media 21
  • EMS Deep Dive 2013: Media While there’s a lot of change in the amount and mix of media devices used, there’s little change in the proportion of time spent watching TV or reading Print, but there is more digital consumption. With some variation, Print and TV are consumed at a similar level within all demographic groups. The groups of 3 screen users, connected TV users and heavy social media users spend just as much time on reading Print and watching TV as the average consumer. Next to that, they spend more time on the internet. 22
  • With some variation, Print and TV are consumed at a similar level within all demographic groups. Time spent by type of media, on average weekday, in minutes: reading newspapers and magazines (printed or digital versions) using internet, excluding email total 42 UK 47 watching TV (live TV, recorded TV, or video on demand) listening to radio 115 93 134 84 114 82 34 125 Germany 43 104 78 85 Italy 41 101 95 67 male 43 114 female 40 117 age below 45 36 age 45-54 38 France age 55+ BASE: EMS Deep Dive 2013 52 94 98 85 79 85 90 109 102 86 112 96 127 77 77 86 23
  • Levels of reading Print and watching TV are higher in the weekend. The older age group (55+) spend 15 minutes less on the internet than the younger age groups. Time spent by type of media, on average weekend day, in minutes: reading newspapers and magazines (printed or digital versions) using internet, excluding email total 54 UK 54 France Germany 45 63 watching TV (live TV, recorded TV, or video on demand) listening to radio 148 85 167 88 152 64 85 142 63 84 48 male 54 148 88 63 female 54 147 82 76 age below 45 47 150 90 63 age 45-54 53 145 90 65 BASE: EMS Deep Dive 2013 64 147 85 78 Italy age 55+ 130 68 54 75 79 24
  • 3 screen users, connected TV users and heavy social media users spend a lot of time on the internet, but they also have levels of watching TV and reading Print similar to the total universe. Time spent by type of media, on average day, in minutes: reading newspapers and magazines (printed or digital versions) using internet, excluding email watching TV (live TV, recorded TV, or video on demand) listening to radio Average weekday: total 42 115 93 3 screen users 43 114 connected tv users 41 122 heavy social media users 49 84 113 89 120 124 103 143 86 Average weekend day: total 54 148 3 screen users 55 149 connected tv users 54 166 heavy social media users 57 152 BASE: EMS Deep Dive 2013 85 68 96 69 111 122 90 66 25
  • EMS Deep Dive 2013: Social media Social media has gained a solid position in the media landscape of the affluent, with facebook in the lead. Social media usage follows the Pareto Principle: a small group of (hyper) active users is producing a large proportion of the volume in social media activity as posts and followers. The heavy social media users spend over two hours a day on social networking sites alone, and they have 300+ followers. 26
  • The top social networking sites are used by a big proportion of affluent consumers. One out of two had used Facebook in past 30 days. Social networking sites used in last 30 days: 11% 15% 27% 27% 49% BASE: EMS Deep Dive 2013 27
  • EMS Deep Dive 2013: Pareto pyramid on Social media 2% users Active social media (50+ posts a month) They contribute about 30% of the total amount of posts 21% Heavy social media users (1+ hours a day) They have 200 followers on their social media pages, on average They spend 2 hours and 8 minutes a day on social media = almost 75% of the total sum of time spent on social media 71% Social media users (used any social networking site in last 30 days) 100% Total Deep Dive 28
  • Over half an hour is spent on Facebook, Google+ and twitter by the users of those sites. Facebook users have an average of 146 followers, and they post 10 messages a month. Time spent on average day Time spent on average day 34 min. Used in last 30 days Used in last 30 days Average nr. of followers Average nr. of followers 146 49% Average nr. of posts per month 10 3 Time spent on average day 36 min. Time spent on average day Used in last 30 days Average nr. of followers 27% 33 Average nr. of posts per month 2 BASE: EMS Deep Dive 2013 129 27% Average nr. of posts per month Used in last 30 days 13 min. 31 min. Average nr. of followers 15% 64 Average nr. of posts per month 6 29
  • 42% use a social networking site for following news. 34% use a social networking site for sharing links about news. Use a social networking site for following news: 42% any site 23% Facebook twitter 11% Google+ 10% 9% LinkedIn 30% 22% 19% Total Heavy social media users 13% Use a social networking site for sharing links about news: 34% any site 22% Facebook 7% twitter Google+ LinkedIn 6% 4% 61% 53% 35% 18% 11% 9% BASE: EMS Deep Dive 2013 30
  • Which devices do Europe’s Affluent use to access media at what time of the day? How is the media consumption fragmented by the different devices and platforms? devices and platforms 31
  • Devices and platforms are highly interconnected: all platforms can be found on all devices Devices and platforms are entangled. You can read paper publications but also digital copies on all other devices. A significant part of the Print subscriptions is already digital. Live TV / video stream Publication Website App At the moment, the TV set is rarely used for other media, apart from watching TV channels. Laptops/PCs, tablets and smartphones have significant levels of reading digital versions of Print and watching TV streams. Websites are still very often used on laptops/PCs, but also on tablets and smartphones. Apps are most frequently used on smartphones, but also on tablets. 3 screen users make as frequent use of the different media platforms via their smartphones and tablets as via their laptops and PCs. With the expected growth of 32 this group, the audiences of mobile media platforms will grow likewise.
  • A third of the magazine subscribers and about a quarter of the newspaper subscribers read a digital version of the title they read most often Type of subscription of … you read most often: newspaper 36% magazine printed version only 10% 8% 47% printed and digital BASE: Total in EMS Deep Dive 2013 10% 4% digital version only 33
  • For 3 screen users the proportions of digital reading is higher, but the subscription level of newspaper and magazine reading is about the same Type of subscription of … you read most often: newspaper magazine 29% 12% 12% 36% printed version only 14% printed and digital BASE: 3 screen users in EMS Deep Dive 2013 6% digital version only 34
  • There is a strong relationship between age and newspaper subscription. 50% of consumers of age 55+ have a printed version only subscription, below the age of 45 this has dropped to 23%. Type of subscription of newspaper you read most often: printed version only total UK 10% 36% 25% France 4% 30% Germany Italy printed and digital 15% 14% 15% 36% female 35% 23% age 45-54 connected tv users heavy social media users BASE: EMS Deep Dive 2013 7% 4% 9% 6% 10% 38% 11% 8% 50% 30% income E60K+ 3 screen users 13% 8% age 55+ income under E60K 8% 3% 7% male age below 45 8% 54% 18% digital version only 12% 6% 7% 40% 29% 31% 28% 5% 13% 12% 12% 12% 12% 10% 16% 10% 35
  • In the younger age group (age below 45) one out of two has a subscription to a magazine. For a third of them this subscription is a digital version. Type of subscription of magazine you read most often: printed version only total UK printed and digital 10% 47% 31% 10% digital version only 4% 7% France 58% 12% Germany 58% 6% 3% Italy 30% 14% male female age below 45 10% connected tv users heavy social media users BASE: EMS Deep Dive 2013 6% 49% 11% 3% 61% 9% 2% 44% 8% 4% 47% 36% 41% 37% 5% 8% 3% 35% income E60K+ 3 screen users 11% 45% age 55+ income under E60K 3% 49% age 45-54 3% 14% 14% 4% 6% 17% 9% 6% 7% 36
  • TV set is rarely used for other platforms, except for watching TV. Significant levels of reading digital versions of Print and watching TV streams on other devices. Apps are most frequently used on smartphones. Websites still most often on laptops/PCs. Frequency of using devices and platforms : several times a day main TV set at home .. for visiting websites for using apps for reading digital version of newsp./mag. 11% 9% for reading digital version of newsp./mag. 3% 96% 50% 12% 3% for reading digital version of newsp./mag. smartphone ... for watching video streams or live TV BASE: Total in EMS Deep Dive 2013 6% 7% 6% 28% 8% 66% 69% 70% 20% 77% 10% 31% 7% 43% 55% 17% 21% 7% 22% 7% 63% 5% 10% for using apps for reading digital version of newsp./mag. 25% 38% 16% for visiting websites 15% 12% 15% 20% for watching video streams or live TV 10% 22% 14% for visiting websites for using apps 33% 48% for watching video streams or live TV 3% 5% tablet .. never 91% for visiting websites for using apps less often 88% for watching TV or watching video laptop/PC .. about once a day 27% 7% 42% 18% 45% 24% 61% 74% 37
  • 3 screen users are as frequent users of the different platforms via tablets and smartphones as of platforms via laptops/PCs. Frequency of using devices and platforms for watching TV or video: several times a day main TV set at home .. about once a day 86% 97% for reading digital version of newsp./mag. 3% 55% for watching TV or watching video laptop/PC .. 59% for visiting websites 23% for using apps for watching video streams or live TV tablet .. 4% 6% 31% 38% 18% 53% for watching video streams or live TV 3% BASE: 3 screen users in EMS Deep Dive 2013 11% 24% 18% 10% 39% 11% 4% 24% 46% 37% 1% 4% 49% 57% for using apps 13% 26% 67% 39% for visiting websites 18% 17% 17% for watching video streams or live TV 4% 6% for reading digital version of newsp./mag. 36% 63% 22% 14% 41% 52% for visiting websites for reading digital version of newsp./mag. 16% 31% 12% for using apps smartphone ... 11% 5% 21% for reading digital version of newsp./mag. 9% 83% 13% for using apps never 32% 16% for visiting websites less often 7% 31% 58% 38
  • Which devices do Europe’s Affluent use to access media at what time of the day? How is the media consumption fragmented by the different devices and platforms? time 39
  • EMS Deep Dive 2013: Time Compared to the time spent on media via the TV-set or on laptops/PCs the total time spent via tablets and smartphones is still limited, but growing. An average day for Europe’s affluent still shows a peak for reading Print in the morning and early evening, and an extreme peak of using the TV set in the late evening. Besides, PCs or laptops are used for consuming media during weekday working hours. Smartphones are used throughout the day. Tablets are mostly used in the late evening. The devices PC/laptop, tablet and smartphone, create additional moments of media consumption to the day, instead of replacing moments of using the TV set or Print. 40
  • Time spent reading newspapers & magazines, watching TV, and using internet (excl. email), via tablet on average weekday: 50 minutes based on Tablet users in EMS Deep Dive universe 17 minutes based on Total EMS Deep Dive universe 41
  • Time spent reading newspapers & magazines, watching TV, and using internet (excl. email), via smartphone on average weekday: 21 minutes based on Smartphone users in EMS Deep Dive universe 13 minutes based on Total EMS Deep Dive universe 42
  • On an average weekday, the ratio time spent reading digital versus printed edition is already 1:2 Time spent reading newspapers and magazines by device, on average day: 9 minutes 31 minutes 5 minutes 1 minute BASE: EMS Deep Dive 2013 43
  • Very limited time spent watching TV on other devices than the main TV set. Time spent watching TV by device, on average day: 5 minutes 117 minutes 1 minute 1 minute BASE: EMS Deep Dive 2013 44
  • A significant part of internet time is spent on tablet or mobile. Time spent using internet (excl. email) by device, on average day: 67 minutes 11 minutes BASE: EMS Deep Dive 2013 1 minute 12 minutes 45
  • “The devices of PC/laptop, tablet and smartphone create additional moments of media consumption to the day, instead of replacing moments of using the TV set or Print.” BASE: EMS Deep Dive 2013 46
  • TV set and printed newspaper/magazine still show the patterns, known for long: peaks for Print in the morning and early evening, an extreme peak for TV in the late evening Devices used for consuming media by hour : average Saturday or Sunday average weekday 75% 75% TV set 60% 60% 45% 45% 30% TV set 30% 15% printed newspaper/magazine printed newspaper/magazine 0% BASE: EMS Deep Dive 2013 15% 0% 47
  • PC/laptop has its peak during weekday working hours. Smartphone is used all day through. Tablet is mostly used in the late evening. Devices used for consuming media by hour : average Saturday or Sunday average weekday 75% 75% 60% 60% 45% PC/laptop 30% 45% 30% smartphone PC/laptop smartphone 15% 15% tablet tablet 0% BASE: EMS Deep Dive 2013 0% 48
  • The newer media devices add moments media consumption to the day, instead of replacing moments of using the TV set or Print. Devices used for consuming media by hour : average Saturday or Sunday average weekday 75% 75% TV set 60% 60% 45% 45% 30% 30% 15% printed newspaper/ magazine 0% BASE: EMS Deep Dive 2013 PC/laptop smartphone 15% tablet 0% 49
  • 3 screen users make a lot of use of PC/laptop and smartphone during the day, and they switch from PC/laptop to tablet in the evening. Devices used for consuming media by hour : 3 screen users Total 75% 75% TV set 60% 60% PC/laptop 45% 45% smartphone tablet 30% 15% 30% printed newspaper/ magazine 0% BASE: EMS Deep Dive 2013 15% 0% 50
  • Connected TV users are just as heavy users of PC/laptop, smartphone and tablet during the day as 3 screen users, next to their heavy use of TV. Devices used for consuming media by hour : Connected TV users Total 75% 75% TV set 60% 60% PC/laptop 45% 45% 30% 30% smartphone tablet 15% printed newspaper/ magazine 0% BASE: EMS Deep Dive 2013 15% 0% 51
  • Heavy social media users consume media via PC/laptop and smartphone from early morning until late evening. Next to that they have an extreme peak of using TV in the evening. Devices used for consuming media by hour : Heavy social media users Total 75% 75% TV set 60% 60% PC/laptop 45% 45% smartphone 30% 15% 30% printed newspaper/ magazine 0% BASE: EMS Deep Dive 2013 15% tablet 0% 52
  • EMS Deep Dive 2013: Overall conclusions The new media devices are used any time, anywhere within the households of the affluent. The rise of smartphones and tablets leads to additional consumption of media. Social media has gained a solid position, next to the traditional media. The audiences of print, TV and internet are getting more and more fragmented over devices and platforms. 53