Yahoo! Vertical Study On Connected Devices

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Yahoo! Vertical Study On Connected Devices

  1. 1. Connected Devices All roads lead to the web February 2012Source: Flickr.com; jessica.diamond
  2. 2. Did you know…? The study results at a glance Currently, only 8 Almost one in four percent of the GermanAlmost 60 percent of people own an online population use a internet users would internet enabled TV tablet pc to go online.rather give up sweets set. However, only 10 However, a further 56 than the internet percent actually use percent are interested this function in doing so in the future 85 percent of online users go online while watching TV; with one in four doing this 19 percent of the (almost) every time they German online watch TV population are interested in using More than one in an internet enabled three online users fridge go online via smartphone Source: Flickr.com; jenny downing
  3. 3. 64% of users aged 14 to 19 would rather give up sweets than using the internet I would rather give up Overall: sweets than using the 59 % internet Thinking about buying a 14 to 19 years smartphone old: within the next 6 months: 64 % 66 %Sometimes I even use theinternet / check emailsbefore having breakfast Thinking about buying Overall: 20 to 39 years a smartphone old: 47 % within the next 58 % 6 months: 56 % Source: Flickr.com; jenny downing
  4. 4. The internet is not only used via computer / laptop anymore Internet enabled devices (users who are aware of this function) In % 75 74 49 34 30 22 10 10 9 7 6 6 4 3 3 Computer / Smartphone Games Console DVD / MP3 Player PVR E-reader Semi Desktop PC Blu-ray Player (z.B. Kindle) Professional Laptop / Netbook Cell Phone Flatscreen TV Tablet PC (Digital) Camera WLAN Radio Camera (SLR) (no Smartphone) (e.g. iPad, Samsung Camcorder Galaxy Tab)„Which of your devices could access the internet (no matter if mobile or at home)?“ Source: Yahoo! Research / Base: internet users in Germany
  5. 5. Smartphones encourage users to access the mobile internet Internet access In % Available, but I do not use it 78 % This corresponds to I use it 74 % of those who own a of smartphone smartphone with users overall access to the internet use it to go online This 24 % corresponds to 13 % 11 of those who of cell phone own a cell phone users overall with access to the internet use it to go online 38 26 8 Smartphone Cell phone (no smartphone)„Which of your devices could access the internet (no matter if mobile or at home)?“ Source: Yahoo! Research / Base: internet users in Germany
  6. 6. Smartphones encourage users to go online more often Internet access on my cell phone enables me to use the internet more often Smartphone Smartphone owners who owners spend a lot of time on the road* 51 % 68 % *„I spend a lot of time on the road“ –Source: Flickr.com; jenny downing Strongly agree / somehow agree
  7. 7. Having access to the mobile internet is one of the key selling points for smartphones Selling points - smartphone In % Battery life 75,8 Easy to use 67,6 Reasonable price 65,2 Access to the mobile internet 47,5 Pleasant design 46,0 Touchscreen 45,6 Quality of the camera 45,1 Brand 42,3 Small and light 41,5 Operating system 40,9 WLAN connection 40,4 GPS 33,5„Which features would be important to you when buying a smartphone?“ Source: Yahoo! Research / Base: internet users in Germany that are involved in the decision making process
  8. 8. When accessing the mobile internet users expect the same content as on a pc Smartphone If I access a website using the owners: mobile internet I expect the same 76 % content I would get when accessing the internet via pc / laptopSmartphone Tablet pc 14 to 19 years owners: old: Overall: owners: 14 to 19 years 49 % 59 % 64 % old: 58 % Tablet pc owners: 81 % It annoys me if a website is 85 % Overall: not adjusted for mobile usage 36 %Source: Flickr.com; jessica.diamond
  9. 9. Relatively low tablet pc penetration – however, almost every owner uses it to go online Internet access In % Available, but I do not use it I use it 89 % of those who own a tablet pc with access to the internet use this function 8 Tablet PC (e.g. iPad, Samsung Galaxy Tab)„Which of your devices could access the internet (no matter if mobile or at home)?“ Source: Yahoo! Research / Base: Internet users in Germany
  10. 10. High potential for tablet pcs – more than one out of two internet users are interested in using it in the future Internet usage In % I am interested in using this in the future I am using this already 27 56 40 36 17 38 30 20 20 21 17 14 13 12 11 8 10 8 3 5 5 3 5 5 2 2 Tablet PC E-Reader Game MP3 Player DVD-/ Semi (e.g. Kindle) Console Blu-Ray Professional Smartphone Flatscreen WLAN Cell Phone PVR Player (Digital) Camera Camcorder TV Radio (no Camera (SLR) Smartphone)„How interested would you be in accessing the internet with the following devices?“„Which of your devices could access the internet (no matter if mobile or at home)?“ Source: Yahoo! Research / Base: Internet users in Germany
  11. 11. Tablets are often used at home – therefore, WLAN connections are crucial Selling points – tablet pc In % Battery life 70,3 Easy to use 64,2 WLAN connection 60,4 Display size 59,5 Access to the mobile internet 58,8 Several connection facilities available 57,1 Reasonable price 56,7 Display resolution 55,0 Operating system 48,7 Pleasant design 39,1 Brand 38,6 Quality of the camera 27,6 GPS 25,5„Which of the following features would be important to you when buying a tablet pc?“ Source: Yahoo! Research / Base: internet users in Germany that are involved in the decision making process
  12. 12. 22 percent of the online population own an internet enabled TV set – however, only 10 % actually use it Internet access In % Available, but I do not use it I use it 45 % of internet users who own an internet enabled TV set use this function 12 10 Flatscreen TV„Which of your devices could access the internet (no matter if mobile or at home)?“ Source: Yahoo! Research / Base: Internet users in Germany
  13. 13. 87% prefer accessing the internet with their laptop or pc to going online with their TV set 20 to 29 years old: 14 to 19 years 80 % old: 84 % I prefer accessing the internet via PC or Laptop to going Overall: online with my TV set 87 % Own an internet enabled TV set, but do not use this function: 93 %Source: Flickr.com; jessica.diamond
  14. 14. Still: 40 % of online users are interested in going online with their TV set in the future Internet access In % I am interested in using this in the future I am using this already 27 56 40 36 17 38 30 20 20 21 17 14 13 12 11 8 10 8 3 5 5 3 5 5 2 2 Tablet PC E-Reader Game MP3 Player DVD / Semi (e.g. Kindle) Console Blu-Ray Professional Smartphone Flatscreen WLAN Cell Phone PVR Player (Digital) Camera Camcorder TV Radio (no Camera (SLR) Smartphone)„Which of your devices could access the internet (no matter if mobile or at home)?“ Source: Yahoo! Research / Base: Internet users in Germany
  15. 15. 85 % use the internet while watching TV; 25 % even do this (almost) every time they watch TV Internet usage while watching TV In % Never Rarely 15 Sometimes 14 Often 20 Almost always 85% 26 Always 18 25% 7 Overall Source Flickr.com; jenny downing„If you think about situations in which you are watching TV. How often do you usually use the internet (no matter with which device you are accessing it)?“ Source: Yahoo! Research / Base: Internet users in Germany
  16. 16. 38 % go online with their smartphone while watching TV Devices used to go online while watching TV In % Laptop 67,1 Computer / Desktop PC 47,1 Cell Phone / Smartphone 37,8 Netbook 17,2 Tablet PC (e.g. iPad, Samsung Galaxy Tab) 10,4 MP3 Player 4,8 E-Reader (e.g. Kindle) 3,3 Others 0,6„Which devices have you used to go online while watching TV?“ Source: Yahoo! Research / Base: participants who use the internet while watching TV
  17. 17. Almost everyone owning a tablet pc uses it to go online while watching TV 20 to 29 years old: 20 to 29 years 95 % old: Smartphone 40 % Use the internet while owners: Tablet pc watching TV Overall: 28 % owners: 85 % Overall: 33 % 25 % Smartphone owners: Use the internet (almost) Tablet pc owners: 92 % every time they watch TV 96 %Source: Flickr.com; jessica.diamond
  18. 18. Most common activity online while watching TV: Checking / writing emails Activities online while watching TV In % Write / check emails 65,2 TV is only running in the background 64,6 Avoid TV commercials by going online 43,4 Avoid uninteresting TV program by going online 41,9 Chat with friends 39,2 Look up information related to the TV program 34,3 Visit a website that was promoted on TV 29,4 Look up information on products advertised on TV 26,6 Take part in a online contest promoted on TV 14,0„For which purposes have you used the internet while watching TV?“ Source: Yahoo! Research / Base: participants who use the internet while watching TV
  19. 19. Users are focused on their online activities while watching TV – The TV is only running in the background The TV is only running in the background Overall: Women: 65 % 68 % Men: 62 % 19Source: Flickr.com; jenny downing
  20. 20. More than 40 % go online to avoid TV commercials Overall: Avoid TV commercials by 43% going online 14 to 19 20 to 29 years years old: old: 60 % 54 % 20Source: Flickr.com; jenny downing
  21. 21. Internet usage in the future: Some users are interested in going online with their kitchen equipment Kitchen Equipment Fridge: overall Washing 19 % 22 % Machine: 14 % Microwave: 13 %„How interested would you be in using the following devices to go online? “
  22. 22. Online users are even more interested in going online with their fridge than with their SLR Internet usage In % I am interested in using this in the future I am using this already 27 56 40 36 17 38 30 20 20 21 17 14 19 12 11 10 13 14 13 8 5 8 5 5 5 3 3 2 2 Tablet PC E-Reader Game Console MP3 Player DVD / Fridge Washing Microwave Flatscreen(e.g. Kindle) Blu-Ray Player Machine Smartphone TV WLAN Radio Cell Phone PVR (Digital) Semi Camcorder (no Smartphone) Camera Professional Camera (SLR)„Which of your devices could access the internet (no matter if mobile or at home)?“;„How interested would you be in using the following devices to go online? “ Source: Yahoo! Research / Base: Internet users in Germany
  23. 23. Main results of this studyConnected Devices – All roads lead to the web - The internet is a crucial part of today‘s media usage. Almost 60 percent of German online users would rather give up sweets than using the internet - It is not only possible to access the internet via pc or laptop: One in two online users own a smartphone and more than one in three of smartphone owners already accesses the internet on this device - When accessing the mobile web online users expect the same content they could access using their pc or laptop. However, they want the mobile pages to be adjusted to their devices and the mobile usage situation - Only 8 percent of the German online population access the internet with a tablet pc. However, a further 56 percent are interested in using it in the future. - 22 percent of the German online population already own an internet enabled TV set. However, only 10 percent are actually using it. The majority of online users still prefers using the internet via computer / laptop - It is more common amongst online users to go online while watching TV using a different device. 85 percent of online users are already doing this at least occasionally. With one in four using this (almost) every time they watch TV. In two out of three cases the TV is only running in the background while the user is concentrating on the things they do online - Online users are interested in accessing the internet on their kitchen devices. 19 percent would find it interesting if their fridge could go online; 14 percent are interested in connecting their washing machine to the internet in order to install new washing programs
  24. 24. Study ProfileField time 20th to 28th January 2012Base German online populationSample Online representative; n = 1,024Recruiting Panel survey
  25. 25. Contact consumerelectronics@yahoo-inc.com

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