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    iConsumer_How do global digital consumers spend their tech time_McKinsey_2011 iConsumer_How do global digital consumers spend their tech time_McKinsey_2011 Document Transcript

    • Consumer and Shopper Insights October 2011 Minute by minute: How do global digital consumers spend their tech time?This is the first of five articles derived from McKinsey’s iConsumer survey, an annualsurvey that tracks changing consumer behavior for different digital experiences.Look around you on the subway, in the park, when it comes to how they use their personal There are differences, too, of course.even behind the steering wheel—and it computers. Not only do they spend by far the Americans, by far, spend the most timemight seem that people everywhere, almost most time attached to their PCs—more than playing games (51 minutes), while theall the time, are glued to their technology— five hours a day—but what they do online is Koreans are second and the Spaniards anose to screen, fingers a blur of tapping. also comparable. For example, the Internet distant fourth, behind China (33 minutes). users surveyed showed broad similarities Moreover, while users in the US and KoreaMcKinsey decided to test such subjective in how much time they spend watching TV, spend a similar amount of time on socialobservations with rigorous empirical watching video, downloading music and networks (37 and 27 minutes, respectively),analysis. Every year since 2008, we haveconducted a wide-ranging survey of at least online streaming. that is far behind the Spaniards (685,000 Internet consumers (aged 15-64) in Exhibit 1:selected countries. This body of research, How people use their PCwhich is among the most extensive available Breakdown of time spent on PC Q: Minutes per dayon the subject, allows us to track changing 4 Watching TV show/movies/sports 15 11 7 13 n/a n/a 13digital habits and to anticipate future Watching video clips (e.g., Youtube) 11 11 12 17 n/a n/a 11 9directions. Watching movies from DVDs/ CDs 7 7 8 16 7 4 9 2 5 6 6 17 7 6 18 3 Entertain- Watching downloaded videos ment 15 16 17 27 5 8 25 7 Listening to downloaded musicIn the following article, we discuss our 14 13 14 27 4 32 15 3 Online streaming-music/videosfindings about how people spend their tech Playing games1 51 19 20 24 3 33 38 11 8time. In subsequent ones, to be posted daily, Editing documents, photos etc 19 23 33 38 2 3 36 41 40 37 29 8 2 25 13 Reading/writing Emailwe will dig a little deeper into the specifics, 7 Communi- Social networking2 37 61 42 68 7 16 27looking at patterns in phone usage, online cation Instant Messaging 13 19 20 30 5 26 39 2shopping, video—and the surprising state VoIP/voice chat/Video chat 9 11 12 19 2 4 9 3 31of Japan. Browsing Internet browsing (excluding SNS)3 36 52 53 51 14 24 25 23 Search engine 23 n/a n/a n/a n/a n/a 39 12 1 1 30 10 E-Commerce Online shopping & research n/a n/a n/aTime matters Total, Minutes/day 308 288 282 375 64 159 359 136What do the US, Spain and Korea have in 1 Includes offline games, browser games inside and outside of social networking sites 2 Includes Twittercommon? Not much, at first blush. But to a 3 Includes posting comments (e,g., blog etc) SOURCE: McKinsey iConsumerstartling degree, they share similar behavior
    • minutes). And the Koreans are much Exhibit 2:more avid online shoppers, spending How people use their mobile phoneshalf an hour a day browsing through the Breakdown of time spent on mobile phone Q: Minutes per dayInternet malls. Watching video1 5 5 6 8 7 2 Listening to downloaded music 5 7 7 12 11 3Among the other participants in this Online streaming-music/videos 4 3 4 6 5 1 Entertain- Playing games2 10 5 4 6 13 7year’s survey, the British and the Germans ment 3 3 4 4 2 1 Reviewing/editing documentsare almost twins—closely related to each Taking photos 8 7 8 11 7 2other and distinct from everyone else. Not Downloading apps/video/music etc. 3 3 3 4 3 1only do they spend almost the exact same Talking 33 22 14 31 26 7 Reading/writing Email, MMS 5 10 8 10 4 3amount of time on their PCs (a little under Communi- 12 12 16 12 5 cation Social network websites n/afive hours), but they do the same things Instant Messaging 5 4 3 5 5 0for almost the same amount of time. Video chat 2 n/a n/a n/a 1 0There are only two exceptions. In the 15 Browsing Internet browsing (excluding SNS)3 6 5 5 5 7 5 Search engine 4 n/a n/a n/a 7 3different categories surveyed, the British 3 4 2 E-Commerce Online shopping & research n/a n/a n/aspent much more time on social networks LBS Location-based services4 7 n/a n/a n/a 9 2(61 versus 42 minutes for the Germans) Others 4 n/a n/a n/a 3 1and much less time on editing (23 minutes 1 Includes video recorded yourself with your mobile phone 3 Includes posting comments (e,g, blog etc)versus 33). 2 Includes preinstalled/downloaded games, browser games inside and outside of social networking sites 4 Local search; sharing GPS location; navigation SOURCE: McKinsey iConsumerAs for the rest of the countries surveyed,India is the outlier, with its Internet users Exhibit 3: What people do while watching TVspending only an hour or so a day online. Percentage of respondents who always or very frequently multitask activityJapan and China have many strikingsimilarities and almost as many bigdifferences (ie, Japan likes email, ChinaIM), which is not a bad analogy for the Browsing the internet 25 33 29 31 12 17countries as a whole. Working on the PC 26 19 18 20 17 20Interestingly, the same patterns pertain Text messaging on mobile 16 17 13 15 17 8when it comes to how people in different phone (e.g., SMS)countries use their mobile phones. The Emailing 15 6 8 10 8 5US is again most similar to Spain andKorea—and this time the only significant Listening to music/radio 9 8 8 11 6 3difference in 17 different categories is thatthe Koreans play many more games than Instant messaging 10 21 18 28 11 2the Spaniards, and the Spaniards spendmore time on email than the others. V6b Thinking of the time that you are watching TV. What percent of that time are you doing the following things at the same time (i.e., multitasking)? SOURCE: McKinsey iConsumerThe uses of diversity the simplest of behaviors – what you do half working on their PCs. The British,Across the whole spectrum, the most after logging on – there is no universality: Spaniards and Germans are also aptstriking characteristic the survey reveals While most people check email, the to take the opportunity for some quickis the lack of commonality across all eight Koreans go to a portal. instant messaging, while Koreans andcountries. Americans prefer texting while watching. Ditto when it comes to mediaThe Internet is universal and the PC is multitasking. The countries surveyed The lesson? Think global and act local.ubiquitous; still, nations remain different. are essentially split down the middle onNo two countries have the same top three what their residents do while watching TV,PC uses, for example, and none have the with half reporting their most commonsame two in order. Even when it comes to activity was browsing the Internet and http://csi.mckinsey.com