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iMinds digiMeter 2015
Digital Research That Matters
@LievenDeMarez @BartVHael
DIGIMETER @ iMinds
2015: (N) = 2181, Flanders 15+
Field work: aug-sept
Online/Offline 30/70
<MISSION> Making digital techn...
FIVE CONSUMER PROFILES
User: 5 types of profiles
26.1%
19.4%
16.0%
13.5%
24.9%
Online Media Master Heavy Media Omnivore Professional Explorer Pla...
2015 TAKE-AWAYS
Adoption: Smartphone outpaces the rest
MOBILE
Use: Smartphone catching up
Social media (daily)
60% (+4)
Interaction with TV programming
27% (+5)
Distraction with TV pro...
Smartphone beats tablet
9%
6%
23%
19%
31%
22%
40%
37%
7% 8%
24%
29% 30% 30%
57%
60%
2014 2015 2014 2015 2014 2015 2014 201...
58.3%55.8%
41.4%
27.7%
13.1%
2.0%
201520142013201220112010
+11,1
+14,6
+13,7
+14,4
+2,5
Tablets? Stagnating in adoption ra...
64.4%
78.8%
69.4%
53.0%
2012 2013 2014 2015
… & Decline in daily use
Tablet stagnates – 2 types of users
Young families + 45
Sharing the tablet
Tablet = just one of the many devices
in house,...
0% 10% 20% 30% 40% 50% 60% 70% 80%
Snapchat
WhatsApp
Facebook Messenger
Any OTT service
SMS
2014
Communication services us...
Smartphone
adoption
Sms daily basis
OTT message
daily basis
Facebook
Messenger daily
basis
WhatsApp daily
basis
Google
Han...
MOBILE
Smartphone on the rise, both in adoption and use
… but still margin for growth (Ndl, UK, D)
Tablet stagnates
2 type...
MULTISCREEN
More multiscreen households
0%
7%
16%
23%
32%
21%
0%
8%
13%
20%
33%
26%
0
1
2
3
4
5
# screens in the household?
(televisio...
TV
8/10 multiscreen household
7/10 internet on other device during TV
Distraction (64%) vs Interaction (56%)
17%
14%
7% 7% 8%...
78.2% 75.5% 76.9%77.5% 74.9% 74.5%
digiMeter CIM (Flanders) SKO (NL)
2014 2015
Coverage: % watching TV on TV set on an ave...
15-19 20-29 30-39 40-49 50-59 60-64 65+ Total
Weekly live programming 65,5% 58,8% 58,1% 80,7% 75,7% 89,9% 87,9% 74,7%
Week...
Youngsters (18-26) 69%
78%
41%
13%
21%
8%
8%
6%Total population
(15+)
(12-18)
73% 45% 66% 35%
Youngsters: less live
… & mo...
TV: Impact Netflix?
TV subscriptions remain stable
Netflix (OTT) emerging on top
62.3%
17.7%
20.2%
3.1%
1.5%
2.3%
1.0%
61.0%
16.8%
21.4%
2.3%
...
TV: Cumulation vs Cannibalisation?
Over the top = on top
Traditional TV remains stable… 2014 2015
Connection digital TV 86...
26.8%
60.8%
73.8%
28.9%
59.0%
66.2%
Daily Weekly Monthly
Frequency Timeshifted Viewing
Access to Netflix No access to Netf...
TV: Cumulation vs Cannibalisation?
Impact of Netflix?
# 150.000 accounts
600.000 users
Did not cash the full potential
(co...
Netflix vs other VoD
Invoice analysis: Cannibalisation ‘Heavy Media Omnivores’?
Type 1: Adhoc-spending Telenet/Proximus re...
Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix
0
2
4
6
8
10
12
Emma (24 y.o., university...
Type 2: Adhoc-spending Telenet/Proximus supplemented by monthly subscription Netflix
0
2
4
6
8
10
12
14
16
18
20
Marc (40 ...
Type 3: Subscription VoD Telenet/Proximus supplemented by monthly subscription Netflix
0
5
10
15
20
25
30
Frank (45 y.o., ...
Streaming vs Downloading
Downloading stable, streaming on the rise
Despite emerging legal streaming, illegal downloading not reduced
(compensation ...
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
72% active users of at least 1 SNS
Increasing multiple SNS use
(50% 2 networks, 20% >4 networks)...
GAMING
GAMING
GAMING
24% of them >1h/day
Gaming = gender-neutral, but differences between gaming
devices (Consoles ~male, tablet~...
RADIO & ONLINE MUSIC
RADIO & ONLINE MUSIC
Online Music on the rise: 59,5% (+3,2) last month
Mainly Youtube (45%, +4) & Spotify (25%, +2,5)
1/4 ...
Podcasts? ↑, Computer, Heavy Media Omnivores
Monthly podcast via…
Online Media
Master
Heavy Media
Omnivores
Professional
E...
NEWS CONSUMPTION
NEWS CONSUMPTION
Different sources for following the news
Ever Monthly Daily
Radio 85,0% 74,6% 58,9%
National TV 85,1% 77,5% 56,8%
Desktop/...
Mobile News Consumption
Digital natives: Smartphone = Radio and National TV.
Tablet: Professional Explorers & Heavy Media ...
Trend: Cumulation of new media on top of
traditional media
Over The Top = On Top (audiovisual and mobile messaging)
Smartp...
DIGIBESITAS
1,5% smartphone > basic feature phone
I don’t want to be accessible anytime
anywhere
Aversion
Privacy infringements
2,5% a...
26.1%
19.4%
16.0%
13.5%
24.9%
Online Media Master Heavy Media Omnivore Professional Explorer Playful Explorer Traditional ...
Time active 7:00 to 23:40
Total smartphone use 6 hours 5 minutes
Number of sessions 135
Checking sessions 58
Average time/...
Time (#)app
4h09m (44)
3 min (3)
14 min (8)
3 min (3)
3 min (7)
53 min (34)
Candy Crush Saga & Soda Saga Lisa (27)
Time active 7:00 to 22:45
Total smartphone use 2 hours 21 min
Number of sessions 105
Checking behavior 53
Average time/ses...
6 min (2)
6 min (10)
4 min (12)
15 min (63)
6 min (15)
5 min (17)
5 min (11)
20 min (13)
21 min (31)
Time (#)app
Number on...
Facebook = monolith chunks? Arne (21)
‘Distraction’ in the slipstream of Whatsapp & co Arne (21)
Two types ‘digital natives’
145’
<52-182>
113 sessions
38 notifications
Social stress> technostress
134’
<30-340>
86 sessions
26 notifications
Technos...
Digimeter 2016
Digibesitas ► Coping Mechanisms
OTT & competition on top ► expenditure impact
Digimeter + Apestaartjaren
Te...
THANK YOU FOR YOUR TIME
More information, full report, summary and infographics:
www.digimeter.be
Lieven.DeMarez@UGent.be ...
2016 05 19 digimeter 2015   vrt st
2016 05 19 digimeter 2015   vrt st
2016 05 19 digimeter 2015   vrt st
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2016 05 19 digimeter 2015 vrt st

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Hoe digitaal is de Vlaming? Bart Vanhaelwyn en Prof. Lieven De Marez van iMinds Living Labs over de resultaten uit het digiMeter onderzoek.

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2016 05 19 digimeter 2015 vrt st

  1. 1. iMinds digiMeter 2015 Digital Research That Matters @LievenDeMarez @BartVHael
  2. 2. DIGIMETER @ iMinds 2015: (N) = 2181, Flanders 15+ Field work: aug-sept Online/Offline 30/70 <MISSION> Making digital technologies a driver for economic and societal growth in Flanders Yearly monitor + topical boosters
  3. 3. FIVE CONSUMER PROFILES
  4. 4. User: 5 types of profiles 26.1% 19.4% 16.0% 13.5% 24.9% Online Media Master Heavy Media Omnivore Professional Explorer Playful Explorer Traditional Media Fan [ FREQUENCY & VARIETY OF MEDIA USAGE ] [ QUID ANALOGUE MEDIA FANS? ] digital for everyone, but not for everyone the ‘new normal’
  5. 5. 2015 TAKE-AWAYS
  6. 6. Adoption: Smartphone outpaces the rest
  7. 7. MOBILE
  8. 8. Use: Smartphone catching up Social media (daily) 60% (+4) Interaction with TV programming 27% (+5) Distraction with TV program 34% (+5) Remote control for Smart TV 20% E-commerce (monthly) 17% (+6) Searching info (daily) 49% (+5) Online banking (monthly) 37% (+11) Smartphone = most indispensable technology 26%
  9. 9. Smartphone beats tablet 9% 6% 23% 19% 31% 22% 40% 37% 7% 8% 24% 29% 30% 30% 57% 60% 2014 2015 2014 2015 2014 2015 2014 2015 Daily TV content Daily news source Daily gaming Daily social media Tablet Smartphone (TV daily) (news daily) (gaming daily) (social media daily)
  10. 10. 58.3%55.8% 41.4% 27.7% 13.1% 2.0% 201520142013201220112010 +11,1 +14,6 +13,7 +14,4 +2,5 Tablets? Stagnating in adoption rate
  11. 11. 64.4% 78.8% 69.4% 53.0% 2012 2013 2014 2015 … & Decline in daily use
  12. 12. Tablet stagnates – 2 types of users Young families + 45 Sharing the tablet Tablet = just one of the many devices in house, + entertainment Tablet = personal possession Tablet as main gateway to the online world also outdoor, + functional
  13. 13. 0% 10% 20% 30% 40% 50% 60% 70% 80% Snapchat WhatsApp Facebook Messenger Any OTT service SMS 2014 Communication services used on daily basis OTT: Cumulation vs Cannibalisation?
  14. 14. Smartphone adoption Sms daily basis OTT message daily basis Facebook Messenger daily basis WhatsApp daily basis Google Hangouts/ Talk daily basis Snapchat daily basis 15-19 93,7% 82,1% 88,5% 78,5% 37,0% 7,9% 66,5% 20-29 90,4% 78,5% 75,0% 61,5% 36,4% 7,5% 32,1% 30-39 89,5% 64,4% 58,6% 39,3% 30,6% 6,1% 7,1% 40-49 81,6% 82,1% 49,4% 33,5% 20,6% 3,2% 4,1% 50-59 61,9% 64,7% 33,7% 21,1% 18,5% 2,6% 1,5% 60-64 55,4% 48,3% 22,8% 13,2% 10,5% 2,6% 0,0% 65+ 33,2% 53,3% 15,7% 7,1% 11,3% 0,0% 0,0% Total 68,5% 70,0% 51,8% 39,3% 25,7% 4,7% 15,3% Mobile: Cumulation vs Cannibalisation? Over the top = on top 92% 90% 87 33% 66%4%
  15. 15. MOBILE Smartphone on the rise, both in adoption and use … but still margin for growth (Ndl, UK, D) Tablet stagnates 2 types of tablet users Mobile Messaging: Over The Top comes On Top Messaging (sms) becomes chat (OTT) & triggers distraction (gateway behavior) Increased streaming video, music & news consumption on smartphone
  16. 16. MULTISCREEN
  17. 17. More multiscreen households 0% 7% 16% 23% 32% 21% 0% 8% 13% 20% 33% 26% 0 1 2 3 4 5 # screens in the household? (television, desktop, laptop, smartphone or tablet) 2014 2015 ! 79% 3+ screens (+3) 26% 5 screens (+5)
  18. 18. TV
  19. 19. 8/10 multiscreen household 7/10 internet on other device during TV Distraction (64%) vs Interaction (56%) 17% 14% 7% 7% 8% 7% 25% 23% 13% 19% 12% 14% 6% 9% 29% 34% 43% 46% 25% 28% 26% 27% 61% 64% 2014 2015 2014 2015 2014 2015 2014 2015 Search additional info about program Share opinion about program Look up info about TV commercial Reason not related to program Tablet Smartphone Any device* * Any device = computer, tablet, smartphone, Smart TV or game console
  20. 20. 78.2% 75.5% 76.9%77.5% 74.9% 74.5% digiMeter CIM (Flanders) SKO (NL) 2014 2015 Coverage: % watching TV on TV set on an average day Watching TV on TV screen? Stable
  21. 21. 15-19 20-29 30-39 40-49 50-59 60-64 65+ Total Weekly live programming 65,5% 58,8% 58,1% 80,7% 75,7% 89,9% 87,9% 74,7% Weekly timeshifted 64,9% 61,0% 59,6% 69,9% 63,8% 63,8% 43,3% 59,2% 81.9% 69.2%74.7% 59.2%60.0% 29.6% Live Timeshifted Monthly Weekly Daily -3,3 -3,3 -3,9 -2,3 -4,0 -1,6 Watching TV on TV screen: stable But youngsters: less live …
  22. 22. Youngsters (18-26) 69% 78% 41% 13% 21% 8% 8% 6%Total population (15+) (12-18) 73% 45% 66% 35% Youngsters: less live … & more tv content on other screens
  23. 23. TV: Impact Netflix?
  24. 24. TV subscriptions remain stable Netflix (OTT) emerging on top 62.3% 17.7% 20.2% 3.1% 1.5% 2.3% 1.0% 61.0% 16.8% 21.4% 2.3% 2.6% 1.8% 11.5% Telenet: Digital TV by cable Telenet: Analog TV by cable Proximus (former Belgacom): Digital TV by telephone line (IPTV) TV Vlaanderen: Digital TV by satellite Scarlet: Digital TV by telephone line (IPTV) Stievie Netflix TV connections 2014 2015
  25. 25. TV: Cumulation vs Cannibalisation? Over the top = on top Traditional TV remains stable… 2014 2015 Connection digital TV 86% 86% Watching TV on TV set (daily basis) 78% 78% … While new forms are emerging ON TOP 2014 2015 Netflix NA 12% Streaming films/series on computer (monthly basis) 22% 26%
  26. 26. 26.8% 60.8% 73.8% 28.9% 59.0% 66.2% Daily Weekly Monthly Frequency Timeshifted Viewing Access to Netflix No access to Netflix 37.2% 61.3% 70.6% 60.9% 76.4% 80.4% Daily Weekly Monthly Frequency Live Viewing Access to Netflix No access to Netflix TV: Over the top = on top No cord cutting, but impact on Live viewing ‘share’
  27. 27. TV: Cumulation vs Cannibalisation? Impact of Netflix? # 150.000 accounts 600.000 users Did not cash the full potential (countermoves & disappointment) Hop on hop off + ‘collateral’ advantage Communicating vessels > cord cutting 32% VOD → NFX first 6M
  28. 28. Netflix vs other VoD Invoice analysis: Cannibalisation ‘Heavy Media Omnivores’? Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix 0 1 2 3 4 5 6 7 8 9 10 Kobe (29 y.o., higher education, Telenet digital TV) VoD Netflix
  29. 29. Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix 0 2 4 6 8 10 12 Emma (24 y.o., university degree, Telenet digital TV) VoD Netflix Netflix vs other VoD Invoice analysis: Cannibalisation ‘Heavy Media Omnivores’?
  30. 30. Type 2: Adhoc-spending Telenet/Proximus supplemented by monthly subscription Netflix 0 2 4 6 8 10 12 14 16 18 20 Marc (40 y.o., post-university degree, Proximus digital TV) VoD Netflix Netflix vs other VoD Invoice analysis: Cumulation ‘Playful explorers’?
  31. 31. Type 3: Subscription VoD Telenet/Proximus supplemented by monthly subscription Netflix 0 5 10 15 20 25 30 Frank (45 y.o., secondary education, Telenet digital TV) VoD Netflix Netflix vs other VoD Invoice analysis: Cumulation ‘Playful explorers’?
  32. 32. Streaming vs Downloading
  33. 33. Downloading stable, streaming on the rise Despite emerging legal streaming, illegal downloading not reduced (compensation behavior legal streamers?) 21.0% 25.5% 21.5% 28.0% 19.8% 24.7% 25.9% 33.5% Films/Series Music Films/Series Music DOWNLOADINGSTREAMING Downloading/streaming on a computer on monthly basis 2014 2015 49.1% 33.9% 52.3% 35.1% 30.4% 8.7% Films/Series Music Films/Series Music DOWNLOADINGSTREAMING Proportion (mainly) illegal downloading/streaming 2014 2015 Filter: people downloading/streaming content
  34. 34. SOCIAL MEDIA SOCIAL MEDIA
  35. 35. SOCIAL MEDIA SOCIAL MEDIA 72% active users of at least 1 SNS Increasing multiple SNS use (50% 2 networks, 20% >4 networks) Facebook rules in all age groups (67% active) Instagram & Snapchat ~ ++ teenagers Social Media Dependency more prevalent 77% has an account on at least 1 SNS
  36. 36. GAMING
  37. 37. GAMING GAMING 24% of them >1h/day Gaming = gender-neutral, but differences between gaming devices (Consoles ~male, tablet~female Playful Explorers) Smartphone catching up with computer (30%), tablet↓ 22% 55% has played game in past month
  38. 38. RADIO & ONLINE MUSIC
  39. 39. RADIO & ONLINE MUSIC Online Music on the rise: 59,5% (+3,2) last month Mainly Youtube (45%, +4) & Spotify (25%, +2,5) 1/4 Spotify-users used premium/paid account Traditional Radio remains part of our daily routine (3/4)
  40. 40. Podcasts? ↑, Computer, Heavy Media Omnivores Monthly podcast via… Online Media Master Heavy Media Omnivores Professional Explorers Playful Explorers Traditional Media Fans TOTAL Evolution Computer 7,2% 11,0% 7,5% 5,5% 1,6% 6,9% +2,0 Tablet 2,0% 8,1% 5,2% 1,5% 0,0% 5,0% -0,3 Smartphone 4,0% 5,5% 3,1% 0,0% 0,0% 4,0% -0,5
  41. 41. NEWS CONSUMPTION NEWS CONSUMPTION
  42. 42. Different sources for following the news Ever Monthly Daily Radio 85,0% 74,6% 58,9% National TV 85,1% 77,5% 56,8% Desktop/laptop 69,6% 58,6% 35,2% Printed newspaper 77,9% 55,1% 31,5% Smartphone 54,3% 44,5% 29,3% Regional TV 70,3% 43,8% 21,1% Tablet 45,9% 35,3% 19,3% Most common daily news sources? Radio and National TV - smartphone closing in (+5%)
  43. 43. Mobile News Consumption Digital natives: Smartphone = Radio and National TV. Tablet: Professional Explorers & Heavy Media Omnivores Daily news via… Online Media Master Heavy Media Omnivores Professional Explorers Playful Explorers Traditional Media Fans Radio 48,2% 59,4% 65,1% 58,2% 66,2% National TV 41,6% 49,1% 60,2% 66,5% 71,4% Computer 19,4% 27,1% 26,0% 20,5% 3,3% Printed newspaper 22,8% 24,9% 33,8% 36,6% 41,7% Smartphone 41,6% 60,8% 39,7% 1,1% 0,4% Regional TV 14,1% 12,5% 22,2% 25,3% 32,3% Tablet 0,8% 47,6% 46,7% 15,2% 1,2%
  44. 44. Trend: Cumulation of new media on top of traditional media Over The Top = On Top (audiovisual and mobile messaging) Smartphone rising while other technologies remain stable Multiscreen households & Multitasking TV: increased interaction & distraction Frequent gamers play on multiple devices 20% has logged in on at least 4 social network sites in past month 4/10 >1h/d Facebook M
  45. 45. DIGIBESITAS
  46. 46. 1,5% smartphone > basic feature phone I don’t want to be accessible anytime anywhere Aversion Privacy infringements 2,5% abandoned Facebook Time consuming (69%) Privacy issues (41%) can’t pass a day without SNS (25%) DEPENDENCY PARADOX Continuum of self-regulation
  47. 47. 26.1% 19.4% 16.0% 13.5% 24.9% Online Media Master Heavy Media Omnivore Professional Explorer Playful Explorer Traditional Media Fan Are we here? Time Attention DIGIBESITAS
  48. 48. Time active 7:00 to 23:40 Total smartphone use 6 hours 5 minutes Number of sessions 135 Checking sessions 58 Average time/session 6 min 10 PROBLEMATIC DIGITAL DNA PROFILE Lisa (27) 2,5h??
  49. 49. Time (#)app 4h09m (44) 3 min (3) 14 min (8) 3 min (3) 3 min (7) 53 min (34) Candy Crush Saga & Soda Saga Lisa (27)
  50. 50. Time active 7:00 to 22:45 Total smartphone use 2 hours 21 min Number of sessions 105 Checking behavior 53 Average time/session 1 min 20 TYPICAL DIGITAL DNA PROFILE Arne (21) 55’??
  51. 51. 6 min (2) 6 min (10) 4 min (12) 15 min (63) 6 min (15) 5 min (17) 5 min (11) 20 min (13) 21 min (31) Time (#)app Number one = Social Media Arne (21)
  52. 52. Facebook = monolith chunks? Arne (21)
  53. 53. ‘Distraction’ in the slipstream of Whatsapp & co Arne (21)
  54. 54. Two types ‘digital natives’
  55. 55. 145’ <52-182> 113 sessions 38 notifications Social stress> technostress 134’ <30-340> 86 sessions 26 notifications Technostress > social stress DIGIBESITAS Two types ‘digital natives’
  56. 56. Digimeter 2016 Digibesitas ► Coping Mechanisms OTT & competition on top ► expenditure impact Digimeter + Apestaartjaren Teaming up with you Challenges
  57. 57. THANK YOU FOR YOUR TIME More information, full report, summary and infographics: www.digimeter.be Lieven.DeMarez@UGent.be Bart.Vanhaelewyn@UGent.be @LievenDeMarez @BartVHael

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