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Google Confidential and Proprietary 
Connected Consumer Study 2014 
Results for Portugal 
TNS/Google (2014): Connec...
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Google Confidential and Proprietary 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Content 
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Google Confidential and Proprietary 
Objectives, Content and Methodology 
TNS/Google (2014): Connected Consumer Stu...
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Google Confidential and Proprietary 
Objectives and Methodology 
Why? Objectives: 
•Help to better understand media...
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Google Confidential and Proprietary 
Content of the study 
TNS/Google (2014): Connected Consumer Study – Results Po...
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Google Confidential and Proprietary 
Where? 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Glo...
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Device Ecosystem 
Which devices are used in what combination? 
TNS/Google (201...
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In average 2.1 Internet enabled devices are used 
TNS/Google (2014): Connected...
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44% use a smartphone, 23% use a tablet 
TNS/Google (2014): Connected Consumer ...
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Google Confidential and Proprietary 
11% use a portable media player, 3% use an eReader 
TNS/Google (2014): Connect...
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Slight growth of PC usage only in older age groups 
TNS/Google (2014): Connect...
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Desktop PC usage decreases in all age groups 
TNS/Google (2014): Connected Con...
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Usage of laptop PCs increases in most age groups 
TNS/Google (2014): Connected...
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Smartphone usage increases in all age groups 
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Tablet usage increases in all age groups 
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46% use devices from at least two categories 
TNS/Google (2014): Connected Con...
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Google Confidential and Proprietary 
46% use devices from at least two categories 
TNS/Google (2014): Connected Con...
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16% use a PC and a smartphone and a tablet 
TNS/Google (2014): Connected Consu...
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Google Confidential and Proprietary 
Internet Usage Behavior 
How frequently is the Internet used in general and fo...
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Google Confidential and Proprietary 
68% are online 
TNS/Google (2014): Connected Consumer Study – Results Portugal...
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Google Confidential and Proprietary 
71% of all smartphone users are online daily with their device 
TNS/Google (20...
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16% go online with a PC and a smartphone and a tablet 
TNS/Google (2014): Conn...
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9% use the Internet more frequently on a smartphone than on a computer 
TNS/Go...
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1% use the Internet only on a smartphone 
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26% purchase online, 73% use online video 
TNS/Google (2014): Connected Consum...
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63% listen to music online, 38% do online gaming 
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44% 
39% 
61% 
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9% 
52% 
56% 
31% 
61% use their tablet for private rea...
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19% purchase online on their smartphone 
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53% of smartphone usage takes place out of home 
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82% 
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12% 
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Google Drive 
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Social networks are more likely to be used on a smartphone 
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Home Internet Connectivity 
What sort of Internet connections do people have /...
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Google Confidential and Proprietary 
21% 
51% 
6% 
11% 
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78% connect via broadband 
TNS/Google (2014): Connecte...
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85% of all broadband users connect via wireless 
TNS/Google (2014): Connected ...
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88% of all tablet users connect via Wifi 
TNS/Google (2014): Connected Consume...
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Relevance of traditional media 
How is TV used today and how relevant are new ...
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93% use “regular“ TV 
TNS/Google (2014): Connected Consumer Study – Results Po...
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9% 
18% 
24% 
55% 
9% watch TV via satellite 
TNS/Google (2014): Connected Con...
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15% have an Internet enabled TV 
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49% use Internet services on their Internet enabled TV 
TNS/Google (2014): Con...
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50% of all TV & online users connect to the Internet while watching TV 
TNS/Go...
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If present, PCs are used most often to go online while watching TV 
70% 
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Most PC users multiscreen while watching TV 
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92% of all parallel Internet usage is not related to the TV program 
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QTV4e...
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Technology Attitudes 
How do people perceive new opportunities that are provid...
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41% see themselves as technologically advanced 
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13% prefer to buy things online 
TNS/Google (2014): Connected Consumer Study –...
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64% prefer to do things digitally 
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Total: 94% care about data protection 
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70% say that smartphones are useful 
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36% say that tablets are easy to use 
TNS/Google (2014): Connected Consumer St...
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User Profiles 
How can users of different online services be characterized? 
T...
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82% 
watch video content online 
Multiscreen Users ... 
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Online Video Users ... 
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Social Network Users ... 
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Online Game Users ... 
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Online Banking Users ... 
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Online Shopper ... 
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Consumer Study – Results Por...
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Searcher for Online Product Information... 
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Google users ... 
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YouTube users ... 
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Google PLAY users ... 
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Google+ users ... 
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Google Maps users ... 
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CONTACTS: 
THANK YOU! 
Google Confidential and Proprietary 
ingoknuth@google.com 
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Consumer Connected Study 2014 - Results for Portugal - Google

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.:: OBRIGATÓRIO ⓁⒺⓇ ::.
╚> Consumer Connected Study 2014 - Results for Portugal - Google

Um estudo da #Google e da #TNS sobre o consumidor conectado para #Portugal.
Sabiam que...
✔ 68% dos portugueses está #online.
✔ 19% dos portugueses compra online através do seu #smartphone.
✔ 46% tem pelo menos 2 dispositivos.
✔ 62% a penetração de smartphones entre os 25-34 anos.
✔ 64% dos portugueses prefere fazer coisas de forma #digital.
✔ 96% dos compradores online portugueses utilizam o YouTube e 78% tem um smartphone.
✔ 41% dos utilizadores de serviços bancários online faz compras online, 40% tem um elevado rendimento e 89% utiliza o #YouTube.

É caso para dizer, "Negócios com vida... Digital!" by L4D Web Agency (Parceiro Google Partners)

✚ Nota: Divulgação autorizada pela equipa Google/Google Portugal

»» LIKE & SHARE ««
bit.ly/estudo_google_portugal2014

#onlinemarketing #internetmarketing #marketingdigital #marketingonline #portugueses #digitalmarketing #googleforbusiness #googleportugal #consumertrends

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Consumer Connected Study 2014 - Results for Portugal - Google

  1. 1. SLIDE Google Confidential and Proprietary Connected Consumer Study 2014 Results for Portugal TNS/Google (2014): Connected Consumer Study – Results Portugal 1
  2. 2. SLIDE Google Confidential and Proprietary TNS/Google (2014): Connected Consumer Study – Results Portugal 2 Content 1 Objectives, Methodology and Content 2 Device Ecosystem 3 Internet Usage Behavior 4. Home Internet Connectivity 5. Relevance of Traditional Media 6. Technology Attitudes 7. User Profiles
  3. 3. SLIDE Google Confidential and Proprietary Objectives, Content and Methodology TNS/Google (2014): Connected Consumer Study – Results Portugal 3
  4. 4. SLIDE Google Confidential and Proprietary Objectives and Methodology Why? Objectives: •Help to better understand media markets and media related infrastructures •Provide a valid base for weighting other studies (e. g. Consumer Barometer) TNS/Google (2014): Connected Consumer Study – Results Portugal 4 *Plus different local field services: RM Plus (Slovenia), Hendal (Croatia), Research Freeway (Japan), Symphony (Australia, New Zealand), Joshua (Singapore), MOV (Hong Kong) How? Methodology: •Global research vendor: TNS Infratest* •Standardized questionnaire •Population: adults 16+ (see sample characteristics here) •Sample size: n=1,000 •Survey Method: telephone interview (fixed & mobile) or face to face interview (if phone usage is insufficient) General Information:
  5. 5. SLIDE Google Confidential and Proprietary Content of the study TNS/Google (2014): Connected Consumer Study – Results Portugal 5 (1)Device Ecosystems: Which devices are used for media consumption, in what combination and which of them are connected to the Internet? (2)Internet usage behavior: How intensively is the Internet used in general and how do specific activities take place (e. g. online shopping, social networks or search engines)? (3)Home Internet Connectivity: What sort of home internet connection do people mainly use? How are tablets & smartphones connected at home? (4)Relevance of traditional media: How is TV used today and how relevant are new technologies, such as “Smart TV“? (5)Technology Attitudes: How do people perceive new opportunities that are provided by the Internet? (6)User Profiles: How can users of different online services be characterized? What? Research areas and questions:
  6. 6. SLIDE Google Confidential and Proprietary Where? TNS/Google (2014): Connected Consumer Study – Results Portugal 6 Global scale: 57 countries
  7. 7. SLIDE Google Confidential and Proprietary Device Ecosystem Which devices are used in what combination? TNS/Google (2014): Connected Consumer Study – Results Portugal 7
  8. 8. SLIDE Google Confidential and Proprietary In average 2.1 Internet enabled devices are used TNS/Google (2014): Connected Consumer Study – Results Portugal 8 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Average number of Internet enabled devices used per adult (2012 – 2014)* *Devices in this category: PC, Laptop/Notebook, Webbook/Netbook, Tablet, Smartphone 1.3 1.7 2.1 0 1 2 3 2012 2013 2014
  9. 9. SLIDE Google Confidential and Proprietary 44% use a smartphone, 23% use a tablet TNS/Google (2014): Connected Consumer Study – Results Portugal 9 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Usage rates of Internet enabled devices (2011 – 2014) *Including PC, Laptop, Note-, Net-, Webbook 69% 18% 6% 65% 32% 9% 71% 44% 23% PC Category* Smartphone Tablet 2011 2012 2013 2014
  10. 10. SLIDE Google Confidential and Proprietary 11% use a portable media player, 3% use an eReader TNS/Google (2014): Connected Consumer Study – Results Portugal 10 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Usage rates of other devices (2011 – 2014) 10% 13% 1% 9% 9% 2% 11% 9% 3% MP3 / portable media player Handheld gaming device eReader 2011 2012 2013 2014
  11. 11. SLIDE Google Confidential and Proprietary Slight growth of PC usage only in older age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 11 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 PC Category usage by age group (2012 vs. 2014) 98% 92% 83% 67% 51% 26% 94% 95% 86% 74% 57% 31% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  12. 12. SLIDE Google Confidential and Proprietary Desktop PC usage decreases in all age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 12 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Desktop PC usage by age group (2012 vs. 2014) 49% 40% 41% 42% 28% 14% 45% 29% 34% 39% 23% 11% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  13. 13. SLIDE Google Confidential and Proprietary Usage of laptop PCs increases in most age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 13 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Laptop PC usage by age group (2012 vs. 2014) 84% 83% 75% 57% 42% 19% 83% 86% 74% 63% 43% 25% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  14. 14. SLIDE Google Confidential and Proprietary Smartphone usage increases in all age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 14 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Smartphone usage by age group (2012 vs. 2014) 27% 28% 27% 13% 6% 6% 69% 62% 57% 40% 32% 15% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  15. 15. SLIDE Google Confidential and Proprietary Tablet usage increases in all age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 15 Tablet usage by age group (2012 vs. 2014) Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 7% 8% 6% 8% 3% 2% 33% 38% 37% 18% 11% 4% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  16. 16. SLIDE Google Confidential and Proprietary 46% use devices from at least two categories TNS/Google (2014): Connected Consumer Study – Results Portugal 16 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Distribution of different screen user types* 24% 24% 24% 24% 100% 30% 30% 30% 30% 30% 30% 30% 30% 16% 16% 16% 0% 20% 40% 60% 80% 100% Offliner 1-Screener 2-Screener 3-Screener* Total *Definition: 3-Screener at least use one PC and one Smartphone and one Tablet, 2- and 1-Screener use devices from two categories or rather one category.
  17. 17. SLIDE Google Confidential and Proprietary 46% use devices from at least two categories TNS/Google (2014): Connected Consumer Study – Results Portugal 17 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Distribution of different screen user types* At least 1-Screener: 76% At least 2-Screener: 46% At least 3-Screener: 16% *Definition: 3-Screener at least use one PC and one Smartphone and one Tablet, 2- and 1-Screener use devices from two categories or rather one category.
  18. 18. SLIDE Google Confidential and Proprietary 16% use a PC and a smartphone and a tablet TNS/Google (2014): Connected Consumer Study – Results Portugal 18 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 PC/ Laptops/Webbooks Tablets 1% Total: 23% Total: 44% Total: 71% Smartphones 6% 16% 24% 1% 25% 4% Multiscreening: Device usage overlap
  19. 19. SLIDE Google Confidential and Proprietary Internet Usage Behavior How frequently is the Internet used in general and for specific activities? TNS/Google (2014): Connected Consumer Study – Results Portugal 19
  20. 20. SLIDE Google Confidential and Proprietary 68% are online TNS/Google (2014): Connected Consumer Study – Results Portugal 20 Q6: How often do you access the Internet for personal reasons? Base (weighted): all respondents, n= 1,000 Online usage by age group 96% 96% 83% 67% 53% 27% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ Ø 68%
  21. 21. SLIDE Google Confidential and Proprietary 71% of all smartphone users are online daily with their device TNS/Google (2014): Connected Consumer Study – Results Portugal 21 Q16_1-_4: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users on PC, n= 637; online users on smartphone, n= 301; online users on tablet, n= 187 Daily Internet usage for personal reasons by device 71% 71% 58%
  22. 22. SLIDE Google Confidential and Proprietary 16% go online with a PC and a smartphone and a tablet TNS/Google (2014): Connected Consumer Study – Results Germany 22 Q16_1-_4: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users on PC, n=629; online users on smartphone, n=296; online users on tablet, n=185 PC/ Laptops/Webbooks Tablets 1% Total: 28% Total: 45% Total: 96% Smartphones 10% 16% 27% 1% 43% 1% Internet usage by device
  23. 23. SLIDE Google Confidential and Proprietary 9% use the Internet more frequently on a smartphone than on a computer TNS/Google (2014): Connected Consumer Study – Results Portugal 23 Q16_1-_4: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users on PC or smartphone or tablet, n=654 Internet usage for personal reasons by device 9%
  24. 24. SLIDE Google Confidential and Proprietary 1% use the Internet only on a smartphone TNS/Google (2014): Connected Consumer Study – Results Portugal 24 Q16_1-_4: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users on PC or smartphone or tablet, n=654 Internet usage for personal reasons by device 1%
  25. 25. SLIDE Google Confidential and Proprietary 26% purchase online, 73% use online video TNS/Google (2014): Connected Consumer Study – Results Portugal 25 Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users, n=681 See full list of items in local language here. Online activities (at least once a month) 92% 84% 83% 77% 75% 73% 65% 63% 61% 58% 57% 0% 20% 40% 60% 80% 100% check my emails check news, sports and weather use search engines visit social networks look for product information online watch video content check maps & directions listen to music online write comments use chats / instant messaging read blogs / reviews
  26. 26. SLIDE Google Confidential and Proprietary 63% listen to music online, 38% do online gaming TNS/Google (2014): Connected Consumer Study – Results Portugal 26 Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users, n=681 See full list of items in local language here. Online activities (at least once a month) 55% 47% 43% 43% 41% 39% 38% 37% 26% 25% 0% 20% 40% 60% 80% 100% use calendar use translation services online banking use price comparison sites visit online forums manage/edit photos online do online gaming do video telephony / online telephony purchase things online write blogs/reviews
  27. 27. SLIDE Google Confidential and Proprietary 44% 39% 61% 4% 5% 9% 52% 56% 31% 61% use their tablet for private reasons only TNS/Google (2014): Connected Consumer Study – Results Portugal 27 Q14N_1 - _4: For which of the following purposes do you use […]? Base (weighted): PC category users with online access, n=690; smartphone users with online access, n=327; tablet users with online access, n=209 Device usage for personal and work reasons Work Only Private Only &
  28. 28. SLIDE Google Confidential and Proprietary 19% purchase online on their smartphone TNS/Google (2014): Connected Consumer Study – Results Germany 28 QIA1_1/QIA1_3: For which of the following purposes do you use […]? Base (weighted): online smartphone users and PC users, n=288; online PC users and smartphone users, n=367 See full list of items in local language here. Internet activities on PC and smartphone* PC use Smartphone use *Activities below the line are more used on PC, above more on smartphones Search Engines Social Networks Games Online Video Purchase Online Email Product Research Online Banking News/ Sports/ Weather Maps/ Navigation Calendar Translation Music Edit Photos Video/ Online Telephony Cloud Services Read Blogs/ Reviews Price Comparison Write Blogs/Reviews Write Comments Chat Online Forums 0% 50% 100% 0% 50% 100%
  29. 29. SLIDE Google Confidential and Proprietary 53% of smartphone usage takes place out of home TNS/Google (2014): Connected Consumer Study – Results Portugal 29 Q19_1-_4: How much of your [DEVICE] usage occurs at places outside of your home e.g. at work, commuting or traveling? ; Base (weighted): Non- PC users, n=610, smartphone users, n=415; tablet users, n=230 Share of device usage out of home 22% 53% 32%
  30. 30. SLIDE Google Confidential and Proprietary 82% 81% 69% 66% 47% 46% 26% 22% 18% 18% 12% 0% 20% 40% 60% 80% 100% Facebook Google NET YouTube* Google Search Skype Google Maps Google + Google Play ebay Apple Store, e.g. iTunes Store, App Store Google News 69% use YouTube at least once a month TNS/Google (2014): Connected Consumer Study – Results Portugal 30 QIA 2_1-_4, aggregated: Frequency of site visits for personal reasons per device category; Base (weighted): online users, n=681 See full list of items in local language here. Usage of online products / services (at least once a month) *YouTube users that use Online Video
  31. 31. SLIDE Google Confidential and Proprietary 12% 11% 11% 8% 6% 0% 20% 40% 60% 80% 100% Google Drive Amazon Google Docs / Spreadsheats Yahoo! Google Hangout 6% use Google Hangout at least once a month TNS/Google (2014): Connected Consumer Study – Results Portugal 31 QIA 2_1-_4, aggregated: Frequency of site visits for personal reasons per device category; Base (weighted): online users, n=681 See full list of items in local language here. Usage of other Google products (at least once a month)
  32. 32. SLIDE Google Confidential and Proprietary Social networks are more likely to be used on a smartphone TNS/Google (2014): Connected Consumer Study – Results Portugal 32 QIA 2_1/_3: Frequency of site visits for personal reasons per device category; Base (weighted): online smartphone users and PC users, n=288; online PC users and smartphone users, n=367; See full list of items in local language here. Product usage on PC and smartphone* PC use Smartphone use *Products below the line are more used on PC, above more on smartphones YouTube Google NET Facebook Amazon Google + Google Play Google Hangout Google News Google Maps Google Drive Google Docs / Spreadsheats ebay Skype Apple Store, e.g. iTunes Store, App Store Google Search 0% 50% 100% 0% 50% 100%
  33. 33. SLIDE Google Confidential and Proprietary Home Internet Connectivity What sort of Internet connections do people have / use? TNS/Google (2014): Connected Consumer Study – Results Portugal 33
  34. 34. SLIDE Google Confidential and Proprietary 21% 51% 6% 11% 11% 78% connect via broadband TNS/Google (2014): Connected Consumer Study – Results Portugal 34 Q10: What type of internet connection is your main internet connection at home? Base (weighted): online users, n=681 Fixed-line broadband connection via DSL (e.g. ADSL, VDSL or XDSL) Fixed-line broadband connection via TV cable Other fixed-line broadband connection Fixed-line dial-up connection via standard analog or ISDN telephone line Mobile data connection (eg UMTS/3G/4G/LTE) via mobile network provider Main Internet connection @ home
  35. 35. SLIDE Google Confidential and Proprietary 85% of all broadband users connect via wireless TNS/Google (2014): Connected Consumer Study – Results Portugal 35 Q11: Do you have a Wifi network or Wireless LAN (WLAN) at home, so that you can connect enabled electronic devices wirelessly to your home network or the Internet? Base (weighted): Base (weighted): online users / broadband users, n=473 85% Wifi/WLAN @ home
  36. 36. SLIDE Google Confidential and Proprietary 88% of all tablet users connect via Wifi TNS/Google (2014): Connected Consumer Study – Results Portugal 36 Q11: Do you have a Wifi network or Wireless LAN (WLAN) at home, (…)? Base (weighted): online users on smartphone, n=312; online users on tablet, n=190 Wifi / mobile network usage at home by device 78% 88% 56% 20%
  37. 37. SLIDE Google Confidential and Proprietary Relevance of traditional media How is TV used today and how relevant are new technologies, such as “Smart TV“? TNS/Google (2014): Connected Consumer Study – Results Portugal 37
  38. 38. SLIDE Google Confidential and Proprietary 93% use “regular“ TV TNS/Google (2014): Connected Consumer Study – Results Portugal 38 QTV2: Television programs can be watched in a variety of different ways, thinking about the last month have you watched TV programmes… Base (weighted): TV users, n=970 Recorded TV program 19% TV content streamed online 18% Regular TV 93% Way of watching TV programs
  39. 39. SLIDE Google Confidential and Proprietary 9% 18% 24% 55% 9% watch TV via satellite TNS/Google (2014): Connected Consumer Study – Results Portugal 39 QTV1: How do you receive the TV signal in your home? Base (weighted): TV users, n=970 Via satellite via a TV-cable service via a terrestrial broadcast signal TV signal reception @ home Via IPTV service
  40. 40. SLIDE Google Confidential and Proprietary 15% have an Internet enabled TV TNS/Google (2013/2014): Connected Consumer Study – Results Portugal 40 QTV5: Is one or more TV sets in your home Internet enabled? Base (weighted): TV users, n=970 15% Internet enabled TV sets at home
  41. 41. SLIDE Google Confidential and Proprietary 49% use Internet services on their Internet enabled TV TNS/Google (2014): Connected Consumer Study – Results Portugal 41 QTV6b: Thinking about the past month – how often did you use Internet services, e.g. browsing websites, on your Internet enabled TV? Base (weighted): “Smart TV“ owner, n= 147 Usage of Internet services on Internet enabled TV last month 49%
  42. 42. SLIDE Google Confidential and Proprietary 50% of all TV & online users connect to the Internet while watching TV TNS/Google (2014): Connected Consumer Study – Results Portugal 42 50% 50% QTV4c_1: And during the time you were watching TV in the past month, did you go online through another device (e.g. computer, smartphone, tablet)? Base (weighted): TV&Online Users, n=602 / 3-Screener, n=137 69% 31% TV & online users* 3-Screener** Simultaneous online usage while watching „regular“ TV *TV & Online users: TV Users who also use the Internet for personal reasons regardless of the number of devices they use **3-Screener: TV Users who also use the Internet for personal reasons and use at least three Internet enabled devices
  43. 43. SLIDE Google Confidential and Proprietary If present, PCs are used most often to go online while watching TV 70% 35% 20% 58% 54% 48% 0% 20% 40% 60% 80% 100% PC Smartphone Tablet TV & online users 3-Screener & TV & online users* TNS/Google (2014): Connected Consumer Study – Results Portugal 43 Parallel device usage while watching TV QTV4d: When you think about the last time you were using the Internet while you were watching TV (…). Which of the following devices did you use for going online in this situation?; Base (weighted): TV&Online Users, n=602 / 3-Screener, n=137 *TV & Online users: TV Users who also use the Internet for personal reasons regardless of the number of devices they use **3-Screener: TV Users who also use the Internet for personal reasons and use at least three Internet enabled devices
  44. 44. SLIDE Google Confidential and Proprietary Most PC users multiscreen while watching TV TNS/Google (2014): Connected Consumer Study – Results Portugal 44 Last time when using the Internet and watching TV at the same time… QTV4d: When you think about the last time you were using the Internet while you were watching TV (…). Which of the following devices did you use for going online in this situation? Base (weighted): „regular“ TV users who also use the Internet for personal reasons, with PC: n=342, with smartphone: n=242, with tablet: n=147 49% of all smartphone users have used their smartphone* * 48% of all tablet users have used their tablet*** 72% of all PC users have used their PC* *Base: PC users **Base: smartphone users **Base: tablet: users
  45. 45. SLIDE Google Confidential and Proprietary 92% of all parallel Internet usage is not related to the TV program 45 QTV4e: Still thinking about the last time you were using the Internet while you were watching TV (…): What you were doing online in this situation – was this related in any way to the TV program you were watching in parallel? Bases (weighted): „regular“ TV users who also use the Internet for personal reasons, n=602 Parallel Internet usage while watching TV – Program related usage TNS/Google (2014): Connected Consumer Study – Results Portugal
  46. 46. SLIDE Google Confidential and Proprietary Technology Attitudes How do people perceive new opportunities that are provided by the Internet? TNS/Google (2014): Connected Consumer Study – Results Portugal 46
  47. 47. SLIDE Google Confidential and Proprietary 41% see themselves as technologically advanced TNS/Google (2014): Connected Consumer Study – Results Portugal 47 Technology attitudes of online users (1) QTAS1: To what extent do you agree or disagree with the following statements? Base (weighted): online users, n=681 Top-2-Boxes : Strongly Agree / Agree 64% 60% 44% 47% 47% 54% 37% 36% 45% 33% 40% 63% 29% 28% 51% 19% 23% 50% I see myself as being technologically advanced I am often showing other people how to do things online New technologies offer more opportunities than risks 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Total: 41% Total: 41% Total: 51%
  48. 48. SLIDE Google Confidential and Proprietary 13% prefer to buy things online TNS/Google (2014): Connected Consumer Study – Results Portugal 48 Technology attitudes of online users (2) QTAS1: To what extent do you agree or disagree with the following statements? Base (weighted): online users, n=681 Top-2-Boxes : Strongly Agree / Agree 48% 83% 19% 70% 41% 83% 21% 74% 29% 77% 8% 72% 32% 77% 8% 70% 17% 70% 5% 63% 24% 60% 7% 65% I often post content online When I need information, the first place I look is the Internet I prefer to buy things online Using the Internet is fun to me 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Total: 34% Total: 77% Total: 13% Total: 70%
  49. 49. SLIDE Google Confidential and Proprietary 64% prefer to do things digitally TNS/Google (2014): Connected Consumer Study – Results Portugal 49 Technology attitudes of online users (3) QTAS1: To what extent do you agree or disagree with the following statements? Base (weighted): online users, n=681 Top-2-Boxes : Strongly Agree / Agree 58% 81% 65% 59% 81% 66% 58% 87% 59% 62% 79% 67% 59% 87% 61% 46% 79% 59% The Internet helps me to stay in touch with more people than by phone or seeing them in person Computer and internet skills are key qualifications in almost every profession If I have the opportunity to do a task digitally, I prefer doing it that way 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Total: 58% Total: 82% Total: 64%
  50. 50. SLIDE Google Confidential and Proprietary Total: 94% care about data protection TNS/Google (2014): Connected Consumer Study – Results Portugal 50 Technology attitudes of online users (4) QTAS1: To what extent do you agree or disagree with the following statements? Base (weighted): online users, n=681 Top-2-Boxes : Strongly Agree / Agree 60% 91% 42% 95% 39% 98% 33% 93% 33% 94% 24% 90% I trust that my personal information is not being misused on the Internet Data privacy and data protection are very important to me personally 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Total: 40% Total: 94%
  51. 51. SLIDE Google Confidential and Proprietary 70% say that smartphones are useful TNS/Google (2014): Connected Consumer Study – Results Portugal 51 QUTAUTa _1-_3, QUTAUTb _1-_3: Acceptance and use of smartphones Base (weighted): all respondents, n=1,000 Attitudes towards smartphones 53% say that they intend to use smartphones in the future 70% say that smartphones are useful 51% say that using smartphones is fun 21% say that smartphones are reasonably priced 33% say that “people who are important to me think that I should use a smartphones ” 32% say that smartphones are easy to use
  52. 52. SLIDE Google Confidential and Proprietary 36% say that tablets are easy to use TNS/Google (2014): Connected Consumer Study – Results Portugal 52 QUTAUTa _1-_3, QUTAUTb _1-_3: Acceptance and use of tablets Base (weighted): all respondents, n=1,000 Attitudes towards tablets 52% say that they intend to use tablet in the future 76% say that tablets are useful 59% say that using tablets is fun 32% say that tablets are reasonably priced 32% say that “people who are important to me think that I should use a tablet” 36% say that tablets are easy to use
  53. 53. SLIDE Google Confidential and Proprietary User Profiles How can users of different online services be characterized? TNS/Google (2014): Connected Consumer Study – Results Portugal 53
  54. 54. SLIDE Google Confidential and Proprietary 82% watch video content online Multiscreen Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 54 Base (weighted): Users of internet enabled devices from at least 2 categories (PC category, smartphone, tablet) Other activities and products: usage at least once a month 45% 55% 45% have kids 47% are aged between 16 and 34 years € 33% have a high income 26% have a high education 87% use a smartphone 49% use a tablet 98% use a PC Ø 3.7 internet enabled devices 16% use a handheld game device 4% use an eReader 69% listen to music online use 85% 24% use use 13% use 23% 91% use a regular TV 84% use social networks 31% use use 31% 90% use 43% do online gaming 33% purchase online
  55. 55. SLIDE Google Confidential and Proprietary Online Video Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 55 Base (weighted): online video users (at least once a month) Other activities and products: usage at least once a month 23% 75% listen to music online use 87% use use 14% use 23% 85% use social networks use 32% 94% use 33% purchase online 44% 56% 45% have kids 51% are aged between 16 and 34 years € 32% have a high income 25% have a high education 66% use a smartphone 38% use a tablet 98% use a PC Ø 3.2 internet enabled devices 15% use a handheld game device 4% use an eReader 91% use a regular TV 27% use 44% do online gaming
  56. 56. SLIDE Google Confidential and Proprietary Social Network Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 56 Base (weighted): social network users (at least once a month) Other activities and products: usage at least once a month 70% listen to music online use 97% 20% use use 13% use 20% use 29% 89% use 28% purchase online 49% 51% 47% have kids 49% are aged between 16 and 34 years € 28% have a high income 24% have a high education 65% use a smartphone 37% use a tablet 98% use a PC Ø 3.1 internet enabled devices 16% use a handheld game device 3% use an eReader 92% use a regular TV 26% use 45% do online gaming 81% watch video content online
  57. 57. SLIDE Google Confidential and Proprietary Online Game Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 57 Base (weighted): online game users (at least once a month) Other activities and products: usage at least once a month 79% listen to music online use 93% 24% use use 15% use 25% use 35% 93% use 33% purchase online 49% 51% 46% have kids 54% are aged between 16 and 34 years € 25% have a high income 18% have a high education 66% use a smartphone 43% use a tablet 99% use a PC Ø 3.3 internet enabled devices 20% use a handheld game device 3% use an eReader 90% use a regular TV 30% use 86% watch video content online 91% use social networks
  58. 58. SLIDE Google Confidential and Proprietary Online Banking Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 58 Base (weighted): online banking users (at least once a month) Other activities and products: usage at least once a month 66% listen to music online use 83% 25% use use 16% use 27% use 38% 89% use 45% 55% 46% have kids 58% are aged between 25 and 44 years € 40% have a high income 32% have a high education 69% use a smartphone 45% use a tablet 99% use a PC Ø 3.4 internet enabled devices 14% use a handheld game device 5% use an eReader 93% use a regular TV 29% use 84% use social networks 84% watch video content online 45% do online gaming 41% purchase online
  59. 59. SLIDE Google Confidential and Proprietary Online Shopper ... TNS/Google (2014): Connected Consumer Study – Results Portugal 59 Base (weighted): online shoppers (at least once a month) Other activities and products: usage at least once a month video users (at least once a month) 78% listen to music online 85% use 32% use 26% use 42% use 40% use 96% use 44% 56% 46% have kids 55% are aged between 16 and 34 years € 42% have a high income 36% have a high education 78% use a smartphone 51% use a tablet 99% use a PC Ø 4.0 internet enabled devices 20% use a handheld game device 8% use an eReader 91% use a regular TV 35% use 84% use social networks 95% watch video content online 49% do online gaming
  60. 60. SLIDE Google Confidential and Proprietary Searcher for Online Product Information... TNS/Google (2014): Connected Consumer Study – Results Portugal 60 Base (weighted): online searchers (at least once a month) Other activities and products: usage at least once a month 72% listen to music online use 85% 23% use use 15% use 23% use 31% 89% use 46% 54% 46% have kids 52% are aged between 25 and 44 years € 32% have a high income 27% have a high education 64% use a smartphone 38% use a tablet 98% use a PC Ø 3.2 internet enabled devices 15% use a handheld game device 4% use an eReader 92% use a regular TV 27% use 83% use social networks 83% watch video content online 42% do online gaming 33% purchase online
  61. 61. SLIDE Google Confidential and Proprietary Google users ... TNS/Google (2014): Connected Consumer Study – Results Portugal Base (weighted): Google users (at least once a month) Other activities and products: usage at least once a month 67% listen to music online use 83% 20% use use 13% use 21% use 32% 88% use 45% 55% 43% have kids 45% are aged between 16 and 34 years € 31% have a high income 28% have a high education 64% use a smartphone 36% use a tablet 98% use a PC Ø 3.2 internet enabled devices 15% use a handheld game device 5% use an eReader 92% use a regular TV 27% use 82% use social networks 80% watch video content online 42% do online gaming 30% purchase online
  62. 62. SLIDE Google Confidential and Proprietary YouTube users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 62 Base (weighted): YouTube users (at least once a month) Other activities and products: usage at least once a month 73% listen to music online use 88% 22% use use 13% use 22% use 31% 47% 53% 47% have kids 50% are aged between 16 and 34 years € 30% have a high income 25% have a high education 65% use a smartphone 38% use a tablet 98% use a PC Ø 3.2 internet enabled devices 16% use a handheld game device 4% use an eReader 91% use a regular TV 26% use 84% use social networks 43% do online gaming 30% purchase online
  63. 63. SLIDE Google Confidential and Proprietary Google PLAY users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 63 Base (weighted): Google Play users (at least once / month) Other activities and products: usage at least once a month 91% watch video content online 77% listen to music online use 88% 29% use use 22% use 34% 91% use social networks use 55% 97% use 52% do online gaming 42% purchase online 41% 59% 44% have kids 28% are aged between 16 and 24 years € 35% have a high income 23% have a high education 86% use a smartphone 51% use a tablet 97% use a PC Ø 3.9 internet enabled devices 20% use a handheld game device 7% use an eReader 91% use a regular TV
  64. 64. SLIDE Google Confidential and Proprietary Google+ users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 64 Base (weighted): Google+ users (at least once / month) Other activities and products: usage at least once a month 86% use social networks 80% listen to music online use 86% 26% use use 18% use 30% 95% use 49% 51% 46% have kids 46% are aged between 16 and 34 years € 37% have a high income 31% have a high education 71% use a smartphone 43% use a tablet 97% use a PC Ø 3.6 internet enabled devices 20% use a handheld game device 6% use an eReader 88% use a regular TV 45% use 88% watch video content online 51% do online gaming 39% purchase online
  65. 65. SLIDE Google Confidential and Proprietary Google Maps users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 65 Base (weighted): Google Maps users (at least once / month) Other activities and products: usage at least once a month 76% listen to music online use 84% 27% use use 20% use 32% use 35% 94% use 41% 59% 43% have kids 53% are aged between 16 and 34 years € 38% have a high income 35% have a high education 71% use a smartphone 44% use a tablet 99% use a PC Ø 3.6 internet enabled devices 17% use a handheld game device 6% use an eReader 92% use a regular TV 32% use 85% use social networks 90% watch video content online 45% do online gaming 42% purchase online
  66. 66. SLIDE CONTACTS: THANK YOU! Google Confidential and Proprietary ingoknuth@google.com Title updated in Header&Footer 66
  67. 67. SLIDE Google Confidential and Proprietary TNS/Google (2014): Connected Consumer Study – Results Portugal 67 Internet activities: full list of items English version use search engines visit social networks do online gaming watch video content purchase products or services online check my emails look for product information online online banking check news, sports and weather check maps & directions use calendar use translation services listen to music online manage/edit photos online do video telephony / online telephony use cloud services, e.g. store/edit data or documents online read blogs / reviews use price comparison sites write blogs/reviews write comments use chats / instant messaging visit online forums
  68. 68. SLIDE Google Confidential and Proprietary 12% 18% 18% 17% 14% 21% 52% 48% 23% 61% 16% 0% 50% 100% TNS/Google (2014): Connected Consumer Study – Results Portugal 68 Base (weighted): all respondents, n=1,000 Sample characteristics (all respondents) Age Gender Education Household Size Employment 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + female male Low Medium High 13% 30% 27% 22% 7% 1% 37% 10% 52% 1% 0% 50% 100% 1 person (only me) 2 persons 3 persons 4 persons 5 or more persons No answer employed position self-employed position no paid work No answer Online Usage 54% 7% 3% 2% 1% 1% 31% 1% 0% 0% 50% 100% Daily 2-6 times a week Once a week 2-3 times a month Once a month Less than once a month Never DK No answer
  69. 69. SLIDE Google Confidential and Proprietary TNS/Google (2014): Connected Consumer Study – Results Portugal 69 Base (weighted): online users (daily – less), n=681 Sample characteristics (online users) 17% 25% 22% 16% 11% 9% 47% 53% 7% 70% 23% 0% 50% 100% Age Gender Education 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + female male Low Medium High Household Size Employment 10% 25% 30% 27% 8% 0% 46% 12% 41% 1% 0% 50% 100% 1 person (only me) 2 persons 3 persons 4 persons 5 or more persons No answer employed position self-employed position no paid work No answer

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