An excerpt from shopper study focusing on segmenting the shoppers & having an in-depth look into their profiles.

1. Shoppers segmented based on their activity in content search & willingness to spend extra on TV
D-CODED INSIGHTS LTD Research
Segmentation
i
1 Sample: 114
HOW OFTEN DO YOU
SEEK OUT THE LATEST
AND BIGGEST TV
SHOWS AND MOVIES?
59% said the
sleeve of the
product increased
understanding
Always / often
X%
Occasionally /
Never
X%
Strongly agree on both
• willing to pay for a service …
• may be open to paying for extra TV…
Strongly / slightly agree on
• TV plays an important role in my life
X%
Strongly agree on
• TV plays an important role in my life
Slightly agree on 1 of, other – strongly
• willing to pay for a service …
• may be open to paying for extra TV…
X%
Hungry
X%
Strongly / slightly agree on
• TV plays an important role in my life
Slightly agree on 1 or both
• willing to pay for a service …
• may be open to paying for extra TV…
X%
Strongly / slightly agree on
• TV plays an important role in my life
Strongly agree on 1 or both
• willing to pay for a service …
• may be open to paying for extra TV…
Slightly agree on
• TV plays an important role in my life
Slightly agree on 1 or both
• willing to pay for a service …
• may be open to paying for extra TV…
• In the know of content
• TV is important part of their
or other family members’ life
• Ready to pay
+ Easiest segment to engage: just
need to present them with
relevant package for their needs
- May be hard to change their
established opinion
Thinkers
X%
Passive
X%
• Unfollowing content novelties
• TV is not as important
• Not ready to pay
+ Can be won by a great deal
- Need a lot of information &
education
X%
X%
• Mix of content knowledge
• Or preference of other
channel than TV
• Or not Ready to pay
+ Most promising segment: more
open, looking to be inspired
- Need to present content &
functionality benefits, not only
price

2. Hungry are younger shoppers
Hungry Thinkers Passive
AGE OF SHOPPER AT THE
FIXTURE
Under 20 20s 30s
40s 50s 60+
Hungry Thinkers Passive
GENDER AT THE FIXTURE
Female Male
2 D-CODED INSIGHTS LTD Research
Segments demographics
i
Among Hungry segment 20s-40s core occupies over X%, while for Passive or Thinkers audience it’s ca. X%
Passive segment is shifted towards older people, 50s+ here are almost half of the group
Thinkers segment is prevailed by male audience
Sample: 114

3. Over X% of Passive do not own a device
Hungry Thinkers Passive
WHICH OF THE FOLLOWING DO
YOU CURRENTLY SUBSCRIBE TO?
Other
Sky
BT TV
Virgin
EE TV
Freeview
2 D-CODED INSIGHTS LTD Research
Segments subscriptions
i
Passive more often than other segments subscribe to Other channels (Amazon Prime & Netflix).
Overall most popular are Freeview & Sky, with Thinkers having significant difference with BT TV subscriptions.
Average no of subscriptions per shopper: 1.3. As for devices, Amazon stick is most wide spread, with Hungry
having a bigger share of Apple TV vs. other groups.
Sample: 114
Hungry Thinkers Passive
WHICH OF THE FOLLOWING ARE
YOU A CUSTOMER OF?
None/na
Apple TV
Roku
streaming
stick
Google
Chromecast
Amazon fire
tv stick