Off the Grid National Survey

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2014 Off the Grid National Survey

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Off the Grid National Survey

  1. 1. Off the Grid National Survey Key Findings from a National Survey of 800 Likely Voters Conducted January 25-28, 2014
  2. 2. Methodology Public Opinion Strategies (R) and Global Strategy Group (D) conducted a national telephone survey of N=800 likely voters, January 25-28, 2014. The margin of error is ± 3.46%. Of the 800 interviews, 30% were conducted among cell phones. 1
  3. 3. Key Point #1 We’ve reached the tipping point. In our third survey over the last four years on this topic, there’s now little doubt that live TV is losing ground to new technologies that allow viewers to watch video content on their own terms. That means, for political campaigns, reaching younger, more diverse, swing voters through live TV advertising alone is problematic. 2
  4. 4. Key Point #2 While voters continue to view content on live TV and other “traditional” sources, there’s been a significant increase in streaming, smartphone and tablet viewing. (That shouldn’t be too surprising given the significant increases in smartphone and tablet ownership.) 3
  5. 5. Key Point #3 Further, voters report spending less time watching live TV and more time watching other sources. In fact, since our last survey, the average voter is now spending fewer hours watching live TV than they are watching content on other sources. In addition: For the first time in our polling, less than half of voters now say live TV is their primary way to watch video content. Other than watching live sports, nearly 30% of voters did NOT watch live TV over the past week. 4
  6. 6. Key Point #4 Finally, throughout our four years of polling on this topic, there’s been a steady increase in the number of voters who plan on switching from traditional providers to digital streaming sources. And, among those voters planning on switching, they plan to do so in the next year or two in order to better customize their content and lower their costs. Bottom line – just as the influx of cable TV years ago changed how campaigns reach voters, campaigns on both sides of the aisle must now adjust to the proliferation of methods to watch video content. 5
  7. 7. HD/Digital cable continues to be the primary TV service among voters Of the television services that you just mentioned, which one is your primary television service? Jun 2012 May 2011 Jan 2014 Total Off the Grid All Others (89%) Total Off the Grid All Others (87%) Total Off the Grid All Others HD/Digital service 37% 32% 38% 39% 29% 40% 39% 34% 40% Basic cable TV 25% 17% 26% 21% 18% 21% 17% 15% 18% Satellite 24% 19% 25% 26% 16% 27% 27% 18% 29% Basic TV 8% 15% 7% 8% 15% 7% 9% 10% 8% No TV 4% 16% 3% 5% 21% 3% 7% 22% 3% Primary TV service: Trend by key group (11%) 6 (13%) (21%) (79%)
  8. 8. Voters continue to view content on live TV and other “traditional” sources Source of TV Viewing Over the Past Week 75% 68% 70% 70% 50% 51% 44% 46% 48% 45% 40% 44% 44% Jun 2012 Jan 2014 40% 25% 0% May 2011 Jun 2012 Live TV Jan 2014 May 2011 Jun 2012 Jan 2014 May 2011 Internet—Laptop or PC Jun 2012 DVD Yes 7 Jan 2014 May 2011 Recorded on TiVo or DVR
  9. 9. Significant increase in streaming, smartphone and tablet viewing Source of TV Viewing Over the Past Week 25% 27% 13% 17% 26% 14% 26% 16% 14% 0% May 2011 Jun 2012 Jan 2014 Streamed through a TV May 2011 Jun 2012 Smartphone Yes * Not asked in May 2011 8 Jan 2014 May 2011* Jun 2012 Tablet Jan 2014
  10. 10. Significant increase in smartphone and tablet ownership 75% 66% 54% 50% 48% 37% 32% 25% 0% May 2011 Jun 2012 May 2011* Jan 2014 Do you own a smartphone such as an iPhone, Android-based phone or Blackberry? Jun 2012 Jan 2014 Do you own a tablet such as an iPad, Android, or KindleFire? Yes * Not asked in May 2011 9
  11. 11. Voters use a “second screen” while watching live TV at the same time When you watch live TV, how often do you also use a tablet or smartphone at the same times? 50% 46% 25% 41% Regularly/Occasionally 20% 21% 12% 0% Regularly Occasionally Rarely Total 10 Never
  12. 12. Half of voters visited YouTube in the last week Have you visited YouTube in the last week? +4 +8 50% +8 54% 52% -2 54% 48% 46% 46% 51% 49% 25% 0% Total GOP (24%) IND (43%) Total By Party Yes No 11 DEM (30%)
  13. 13. Less than half of voters say live TV is their primary way to watch video content Which of those would you say is your primary way to watch video content? May 2011 Jun 2012 Jan 2014 Live TV 57% 56% 48% Recorded on TiVo or DVR 17% 18% 19% Laptop or PC 7% 9% 10% Streamed through TV 5% 6% 9% DVD 9% 7% 5% Mobile Device 1% 1% 3% - 0% 4% Tablet* *Not asked in May 2011 12
  14. 14. Majority of voters with TiVo or DVR skip through 100% of commericals When you are watching programs you had previously recorded on your TiVo or DVR, how often do you skip through commercial advertising? May 2011 Jun 2012 Jan 2014 100% of the time 58% 56% 56% 75% of the time 29% 29% 28% 50% of the time 7% 7% 7% 25% of the time 3% 4% 5% Not at all 1% 2% 3% % of the time among those who watch TiVo/DVR 13
  15. 15. Voters report spending less time watching live TV and more time watching other sources Compared to one year ago, would you say that you spend more time, less time or about the same amount of time watching video content (TV programming, movies, news, sports or short form video) in the following ways? Jan 2014 More Time Less Time About Same Never Watch Live TV programming 12% 23% 56% 6% DVDs 6% 29% 46% 16% On the Internet—Laptop or PC 18% 16% 33% 33% Recorded on TiVo or DVR 17% 12% 31% 39% Streamed via a TV using a device* 16% 11% 16% 56% On a tablet** 16% 10% 19% 55% On a smartphone 15% 10% 19% 55% Ranked by % “More Time” * Such as Roku, Apple TV, Chromecase, video game consoles. Not asked in May 2011. ** Such as iPad, Android or KindleFire. Asked in May 2011: “On a mobile device”. 14
  16. 16. The average voter is now spending fewer hours watching live TV than other sources In a typical week, how many hours would you estimate that you spend watching video content –including TV shows, news sports, short format video, movies, and other programs – in each of the following ways? Jun 2012 Jan 2014 On live TV 10.5 10.2 Non-Live TV total 9.9 12.1 Recorded on TiVo or DVR 3.2 3.4 On the Internet—Laptop or PC 2.0 2.7 DVDs 2.3 2.2 Streamed via a TV using a device* 1.3 1.6 On a tablet** 0.6 1.3 On a smartphone 0.5 0.9 Mean * Such as Roku, Apple TV, Chromecase, video game consoles ** Such as iPad, Android or KindleFire 15 Mean
  17. 17. Other than watching live sports, nearly 30% of voters did NOT watch live TV over the past week In the last week, other than watching live sports, have you watched live TV? +42 +14 +19 +44 +46 75% +54 79% 77% 73% 72% 71% +59 59% 57% 50% 43% 25% 40% 29% 28% 27% 23% 20% 0% Total 18-24 (8%) 25-34 (14%) 45-54 (16%) 34-44 (23%) Total By Age Yes No 16 55-64 (19%) 65+ (17%)
  18. 18. Key target voter groups for political campaigns are less likely to have watched live TV In the last week, other than watching live sports, have you watched live TV? 50% 38% 25% 28% 23% 36% 32% 26% 26% 27% 27% White (74%) Afr-Am (12%) 0% GOP (34%) IND (25%) By Party* DEM (38%) Cons (43%) Mod (32%) By Ideology No * With lean 17 Lib (20%) By Ethnicity Hispanic (10%)
  19. 19. Voters increasingly plan on switching from traditional providers to digital streaming sources Looking ahead to the next few years, do you plan on switching more of your watching of video content from traditional providers such as cable or satellite to digital streaming sources such as Hulu, Netflix, ESPNWatch, HBOGo, AmazonPrime, YouTube, and other internet based providers? -52 -43 -28 80% 72% 60% 67% 60% 40% 32% 24% 20% 20% 0% May 2011 Jun 2012 Yes Jan 2014 No 18
  20. 20. Among those planning on switching, they plan to do so in the next year or so Do you believe you will make this switch in the next year, in the next one to two years, in three to four years, or in about five years or more?* 77% 50% Less than two years 42% 35% 25% 7% 0% Less than one year More than one, but less than two 9% 5% More than two, but less than three Three–four years Five or more years Total * Asked if planning to switch in the next few years, N=254 19
  21. 21. The main reasons for the switch? Customizing their content and cost Some of the reasons people give for switching from cable or satellite to digital or internet based sources: I like the ability to watch what I want when I want… I can save money by dropping premium cable services…I can watch digital or internet based sources wherever I am… or…There is unique content available on digital or internet based sources? Which two of these would you say best describes why you might consider switching? 60% 40% 58% 45% 20% 20% 14% Can watch wherever I am Unique content 0% Watch what I want when I want Save money Total 20

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