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Multi-screen media report - May 2012 (Nielsen)
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Transcript of "Multi-screen media report - May 2012 (Nielsen)"
1. A Nielsen ReportGlobal OnlineConsumers andMulti-Screen Media:Today andTomorrowMay 2012
2 Copyright © 2012 The Nielsen Company.Innovations intechnology, a multitudeofconnecteddevices, andevolutions inthe mediadistribution landscape have provided morewaysthanevertoconsume media acrossdifferentscreens,whether at home, at work,oron-the-go.TODAY AND TOMORROWGLOBAL ONLINE CONSUMERS MULTI-SCREEN MEDIAANDReportedglobalvideoconsumptiononin-homecomputersranksas highasTVusageforonlineconsumersOnlineandmobilevideoconsumptionissteadyandpoisedfor growth36%ofglobalonlineconsumersreportowningasmartphone,up15percentagepointssince201035%ofonlinerespondentsworldwidesaytheyarelikelytomakepaymentswiththeirmobilephones
Copyright © 2012 The Nielsen Company. 3To understand how consumers around the world are respondingto this fragmented media environment, Nielsen, a leadingglobal provider of information and insights into what consumerswatch and buy, surveyed online consumers across the globe ontheir multi-screen media usage, device ownership and purchaseintentions, Internet access points, and how they see mobiletechnology’s role in the future.Nielsen’s Global Survey of Multi-Screen Media Usage of more than28,000 Internet respondents in 56 countries indicates that watchingvideo content on computers has become just as popular as watchingvideo content on television among online consumers, with over 80percent reporting watching video content at home on a computer(84%) or onTV (83%) at least once a month. By contrast, in 2010,more online consumers reported watching video content onTV(90%) than on a computer (86%) in a month-long period.About the Survey and MethodologyThis report is based primarily on a series of media usage questions included in Nielsen’s Global Survey, in August/September 2011.Thesurvey polled more than 28,000 consumers with traditional online/Internet access from 56 countries throughout Asia-Pacific, Europe, LatinAmerica, the Middle East, Africa, and North America. While online survey methodology allows for tremendous scale and global reach, it islimited in that it provides a perspective only on the habits of existing Internet users, not total populations. Results may therefore, amongother possibilities, over-report online usage via computers, under-report traditional television usage, and/or under-report mobile mediausage. Additionally, responses are only indicative of respondents’ beliefs about their own media usage, rather than actual metered data.Source: Nielsen Global Survey of Multi-Screen Media Usage, Q3 2011*As reported by online consumers% Global Online AverageHow often have you watched video content on the following devices in the past 30 days?*3216179101627191881117241317911272171071143Computerat homeTelevisionat homeMore than once a dayOnce a dayA few times a weekOnce a weekLess than once a weekHave not watched video on thisdevice in the past 30 daysOnline, throughthe Internet(on any device)Mobile phone18101161045659137645 41099594 5107963Computer at work Portable DVDPlayerHandheldmultimedia device -not a phone(e.g. iPodTouch,PSP)Through a DVRor digital videorecorder suchasTiVo4 4768724 38713663 49710673 4768723 3861169Tablet Device(e.g., Apple iPad)Public computer(e.g. Library,Internet Café,Gym)Through anin-home videogame system(e.g. Playstation 3or Xbox 360)E-book Reader(e.g. AmazonKindle)TV or DVDplayer in a car
4 Copyright © 2012 The Nielsen Company.Reported online and mobile videoviewing is on the riseWhile the in-homeTV and computer are still the most populardevices to watch video content, usage and growth in online andmobile technologies is making a sustained impact.Three-quarters(74%) of global respondents report watching video via the Internet(on any device), up four points since 2010, and over half of globalonline consumers (56%) say they watch video on a mobile phone atleast once a month and 28 percent at least once a day.Mobile video is particularly prominent inAsia-Pacific and MiddleEast/African regions, where 74 and 72 percent of online consumers,respectively, report watching video on mobile phones at least oncea month, and almost 40 percent (38% and 37%, respectively) saythey do so at least once a day.While mobile video is currently lessprominent in NorthAmerica than in other parts of the world, it isseeing the highest growth rates in mobile phone video consumption.Thirty-eight percent of NorthAmerican respondents say they watchmobile video once a month, up eight points compared to the 2010reported results.“The convenience of mobile connectivity has revolutionized howpeople are engaging with digital content and each other around theworld,” said DouniaTurrill, SVP, Client Insights, Nielsen. “With thegrowth of smartphones, mobile video consumption is on the risefor entertainment content, particularly in emerging markets wheremany consumers leapfrog home Internet altogether in favor of theall-in-one smartphone.”%Usage and growth in online and mobile technologies*20102011Watched videocontent at leastonce a monthCOMPUTERAT HOME86849083TV ATHOME5556MOBILEPHONE7074ONLINE(ANY DEVICE)Source: Nielsen Global Survey of Multi-Screen Media Usage, Q3 2011*As reported by online consumers
Copyright © 2012 The Nielsen Company. 5Smartphones are increasingly popular.Are tablets next?Online video consumption is likely to continue its rise, as consumersare increasingly connecting to the Internet at high speeds. More thanhalf (57%) of online respondents around the world indicate they owna computer with high-speed online access—an increase offour pointssince 2010, and an additional 16 percent say they plan to purchaseone within the next year.Global Online AverageDo you currently own or will you purchase any of these items in the next 12 months?*Computer with high-speedInternet connectionSmartphoneHigh-DeﬁnitionTelevision Set (HDTV)DVR (DigitalVideo Recorder)NetbookHandheld multimedia device -not a phone (e.g. iPodTouch, PSP)TV with Internet ConnectionStand alone device thatconnects myTV to the InternetTabletE-book Reader3DTelevision Set (3DTV)I already own I do not ownand I deﬁnitelywill purchaseI do not ownand I probablywill purchaseI do not ownand I might ormight notpurchaseI do not ownand I probablywill not purchaseI do not own andI deﬁnitely willnot purchase57 7 9 11 6 1036 9 12 14 10 1935 9 14 15 11 1723 7 12 17 15 2620 6 10 17 17 3119 6 11 17 17 3017 9 14 19 16 2513 8 14 20 17 2912 7 12 19 17 3210 5 10 17 21 376 9 14 21 18 32Source: Nielsen Global Survey of Multi-Screen Media Usage, Q3 2011*As reported by online consumersTV use is also poisedfor continued prominence, as global onlineconsumers report owning or intending to purchase such technologiesas high-definitionTVs (HDTVs) (58%), digitalvideo recorders (DVRs)(42%), connectedTVs (35%), and 3D-capable sets (29%).
6 Copyright © 2012 The Nielsen Company.Portable devices and their impact on mediaconsumptionIn the years ahead, mobile phones and other portable devices willaffect media consumption, as global consumers with Internetaccess increasingly report owning or intending to purchasesmartphones and Internet-connected tablets.Thirty-six percentof global online respondents report owning a smartphone—anGlobal smartphone ownership and purchase intentions**As reported by online consumersAlreadyOwn“Deﬁnitely WillPurchase” in Next12 Months“Probably WillPurchase” in Next12 MonthsPotentialOwnershipin 12 MonthsGLOBAL36%9%12%57%ASIA-PACIFIC44%11%15%70%EUROPE30%5%8%43% MIDDLEEAST/AFRICA31%13%15%59%LATINAMERICANORTHAMERICA26%12%11%49%31%5%9%45%Source: Nielsen Global Survey of Multi-Screen Media Usage, Q3 2011increase of 15 points since 2010. InAsia-Pacific markets, 44 percent ofonline consumers report owning a smartphone and another quarterwill either definitely (11%) or probably (15%) purchase one in the nextyear. In Middle East/African markets, 31 percent of online respondentshave a smartphone already, and nearly as many (28%) will likely buyone within a year.
Copyright © 2012 The Nielsen Company. 7Tablet growth is poised for continued growthWhile tablets are an emerging category with lower levels ofpenetration than smartphones, global consumers are exhibitingincreased interest around these devices. According to the surveyfindings, 12 percent of online respondents worldwide own atablet today—up over 70 percent from the seven percent whoreported ownership in 2010. Another 19 percent say they arelikely to purchase a tablet within the next year. Adoption ishighest in Asia-Pacific markets, where almost one of every five(18%) online consumers report ownership of a tablet and evenmore (27%) plan to purchase one within 12 months.“The impact of mobile technology can be felt around the globeand touches all aspects of life, from entertainment and shoppingto business and personal communication,” said Amilcar Pérez,President, Telecom, Nielsen. “In recent years, smartphones andtablets, with their accessibility, vibrant screens and Internetaccess, have propelled us further forward into a new and excitingdigital age. This has been felt around the globe and has enabledconnections in all markets, particularly emerging markets, likenever before.”Global tablet ownership and purchase intentions**As reported by online consumersAlreadyOwn“Deﬁnitely WillPurchase” in Next12 Months“Probably WillPurchase” in Next12 MonthsPotentialOwnershipin 12 MonthsGLOBAL12%7%12%31%ASIA-PACIFIC18%9%18%45%EUROPE6%3%7%16%MIDDLEEAST/AFRICA13%8%12%33%LATINAMERICANORTHAMERICA5%12%10%27%7%4%8%19%Source: Nielsen Global Survey of Multi-Screen Media Usage, Q3 2011
8 Copyright © 2012 The Nielsen Company.Online consumers from Asia-Pacific and Middle East/Africanmarkets are also largely willing to try mobile payments, withalmost 40 percent (37% and 39%, respectively) reporting thatthey either definitely or probably would buy goods and serviceswith mobile payment technology. In North America, consumersare relatively less open to mobile payments than other regions.One-fourth of North American respondents probably or definitelywould try mobile phone purchase methods, which has increasedseven percentage points since 2010, when only 18 percent ofNorth American online consumers were open to the idea.Mobile phone payments are a viable option for manyThe practice of using a mobile phone to make purchases in storesand restaurants in lieu of cash, check, or credit/bank cards showsstrong potential. Almost two-thirds (63%) of global onlinerespondents are open to the idea of making payments via mobilephones, with 24 percent likely to do so, and 11 percent fullycommitted to the idea.Latin Americans with Internet access are the most likely toconsider mobile phone payments, with almost one-fifth(17%) definitely willing and another 34 percent likely open tothe practice.If you had the capability to do so, would you use your mobile phone to make payments in shops and restaurants?*Source: Nielsen Global Survey of Multi-Screen Media Usage, Q3 2011*As reported by online consumersI deﬁnitelywouldI probablywouldI might ormight notI probablywould notI deﬁnitelywould notGLOBALLATINAMERICAMIDDLEEAST/AFRICAASIA-PACIFICEUROPENORTHAMERICA18 13 2112 21 3219 12 1421 20 1928 24 2631 27 2424 34 2425 23 1717 1512 8 811
RomaniaRussiaSaudi ArabiaSingaporeSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTurkeyUnited Arab EmiratesUnited KingdomUkraineUnited StatesVenezuelaVietnamAbout NielsenNielsen Holdings N.V. (NYSE: NLSN) isa global information and measurementcompany with leading market positionsin marketing and consumer information,television and other media measurement,online intelligence, mobile measurement,trade shows and related properties.Nielsen has a presence in approximately100 countries, with headquarters in NewYork, USA and Diemen, the Netherlands.For more information, visitwww.nielsen.com.For more information visit www.nielsen.comCopyright © 2012The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo aretrademarks or registered trademarks of CZT/ACNTrademarks, L.L.C. Other product and servicenames are trademarks or registered trademarks of their respective companies. 12/4869Countries in the Study:ArgentinaAustraliaAustriaBelgiumBrazilCanadaChileChinaColombiaCroatiaCzech RepublicDenmarkEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIndonesiaIrelandIsraelItalyJapanLatviaLithuaniaMalaysiaMexicoNetherlandsNew ZealandNorwayPakistanPeruPhilippinesPolandPortugalAbout the Nielsen Global SurveyThe Nielsen Global Survey of Multi-Screen Media Usage was conducted inAugust/September 2011 and polled morethan 28,000 consumers in 56 countriesthroughout Asia-Pacific, Europe, LatinAmerica, the Middle East, Africa andNorth America. The sample has quotasbased on age and sex for each countrybased on their Internet users, and isweighted to be representative of Internetconsumers and has a maximum marginof error of ±0.6%. This Nielsen survey isbased on the behavior of respondents withonline access only. Internet penetrationrates vary by country. Nielsen uses aminimum reporting standard of 60percent Internet penetration or 10Monline population for survey inclusion. TheNielsen Global Survey was established in2005.