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Research Note:Mobile Adoption & Usage in aTV Dominant Era                               GfK. Growth from Knowledge        ...
SELECTED FINDINGS FROM...SMARTPHONES AND TABLETSA HOW PEOPLE USE® MEDIA REPORT– May 2012 –                                 2
Share of internet use among Smartphone and Tablet users, 18-34                Average Daily Video Share Among 18-34 Almost...
Device Ownership             By Generation…                                              Gen Y   Gen X                   B...
Users tend to participate in more activities on their Smartphone butare more likely to watch programs from TV networks on ...
More than half of Smartphone and Tablet users use their device at least sometimes while watching TV in primetimeMulti-Task...
Younger users are more likely to use their Smartphone or Tablet  simultaneously while watching TV in primetime         Use...
The average Smartphone or Tablet user has, on average,less than one TV-related app on their phone                         ...
Only 12% of Smartphone users and 8% of Tablet users use theapp simultaneously while the program is being aired            ...
Tablet users are more likely to use TV-related apps forwatching entire programs or movies                                 ...
Tablet users who watch TV programs or movies are more likely to have noticed ads before or during their viewing           ...
Mobile users do not enjoy ads but most feel ads are a  fair price to pay for free download/app use                        ...
Younger users are more willing to trade ads for free app use; Gen  X is the most willing to pay for ad-free app use       ...
Gen Y is the most likely to feel their mobile viewing is a   replacement to their regular TV viewing                      ...
Smartphone viewers continue to pay for fewer TV programs and    movies than in the past             How Many TV Programs a...
What are people saying about watching TV programs and movieson Smartphones / TabletsLike: Convenience & Portability       ...
GfK Custom ResearchDelivering Growth from Knowledge through Fact-based Consultancy                                        ...
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Omma video 1145 ben theriault

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Omma video 1145 ben theriault

  1. 1. Research Note:Mobile Adoption & Usage in aTV Dominant Era GfK. Growth from Knowledge © 2012 GfK Custom Research North America 1
  2. 2. SELECTED FINDINGS FROM...SMARTPHONES AND TABLETSA HOW PEOPLE USE® MEDIA REPORT– May 2012 – 2
  3. 3. Share of internet use among Smartphone and Tablet users, 18-34 Average Daily Video Share Among 18-34 Almost Doubled, From 9% - 16%Base: Persons 18-34 who use smartphones or tabletsSource: GfK MultiMedia Mentor® Spring 2011, 2012 3
  4. 4. Device Ownership By Generation… Gen Y Gen X Boomers 13-32 33-46 47-54 Smart- Own 50% 48% 27% phone Own or use 56% 52% 30% Tablet Own 18% 20% 16% Own or use 27% 24% 19% 13% 14% 9% + Own both Own or use both 20% 18% 10% Own either 55% 53% 34% or Own or use either 62% 57% 38% Indicates significantly higher than total,Base: Total respondents statistically significant at 95%+ 4
  5. 5. Users tend to participate in more activities on their Smartphone butare more likely to watch programs from TV networks on their Tablet Activities Regularly Done on Smartphone or TabletBase: Smartphone user; Tablet user. 5
  6. 6. More than half of Smartphone and Tablet users use their device at least sometimes while watching TV in primetimeMulti-Taskers Use Smartphone or Tablet At Least Sometimes While Watching Primetime TV Base: Smartphone user (N=879); Tablet user (N=416) Base Smartphone multitasker (N=490); Tablet multitasker (N=196) 6
  7. 7. Younger users are more likely to use their Smartphone or Tablet simultaneously while watching TV in primetime Use Smartphone or Tablet At Least Sometimes While Watching Primetime TV Gen Y Gen X Boomers 13-32 33-46 47-54 Yes Yes 65% 35% Yes Yes Yes 53% 48% 48%Base: Smartphone user); Tablet user 7
  8. 8. The average Smartphone or Tablet user has, on average,less than one TV-related app on their phone Have TV-Related Apps on Smartphone or Tablet Yes mean # Yes 23% mean # of TV apps of TV apps 29% 0.7 2.9 among 0.8 those w/ TV app 2.7 among those with TV appBase: Smartphone user); Tablet user 8
  9. 9. Only 12% of Smartphone users and 8% of Tablet users use theapp simultaneously while the program is being aired Frequency of TV App Use While Watching Content and Effect on Viewing All the time Often Sometimes Rarely Never 7% 5% 26% 33% 27% 3% 5% 23% 33% 37% Less More likely to likely to watch Makes no difference watch 13% 79% 8% Similar net impact of +4% in 2009 19% 70% 12%Base: Smartphone TV app downloaded; Tablet TV app downloaded 9
  10. 10. Tablet users are more likely to use TV-related apps forwatching entire programs or movies Reasons for TV-Related App UseBase: Smartphone TV app downloaded; Tablet TV app downloaded 10
  11. 11. Tablet users who watch TV programs or movies are more likely to have noticed ads before or during their viewing Noticed Any Ad Types on Smartphone / TabletBase: Smartphone TV program/movie viewers (N=189); Tablet TV program/movie viewers (N=132) 11
  12. 12. Mobile users do not enjoy ads but most feel ads are a fair price to pay for free download/app use Feelings Towards Marketing Messages in Apps Ads take away from Ads are a fair price to The ads I see while The ads I see while I am more inclined to my enjoyment of pay for free download using apps on my using apps on my purchase products using apps on my and use of apps on smartphone/tablet smartphone/tablet are and services from smartphone/tablet my smartphone/tablet generally fit well with usually relevant to my companies that the content needs and interests advertise on apps on my smartphone/tabletAgree(T2B) Base: Smartphone apps user; Tablet apps user 12
  13. 13. Younger users are more willing to trade ads for free app use; Gen X is the most willing to pay for ad-free app use Willingness to Exchange Small Ad on Screen for Free Apps Yes, I would be willing to have ads No, I would prefer on screen in exchange for free use Depends on the app content to pay and not have of an app and how I will use it ads Gen Y 13-32 40% 41% 17% Gen X 33-46 35% 37% 27% Boomers 47-54 30% 47% 23%Base: Any apps downloaded and used 13
  14. 14. Gen Y is the most likely to feel their mobile viewing is a replacement to their regular TV viewing Details of TV Viewership on Smartphone or Tablet Replaces regular TV Addition to regular TV Both Gen Y 13-32 Gen X 33-46 Boomers 47-54Base: Smartphone TV program/movie viewers *Caution: Small base. 14
  15. 15. Smartphone viewers continue to pay for fewer TV programs and movies than in the past How Many TV Programs and Movies on Smartphone / Tablet Pay a Fee For 26% 32% Down from 50% in 2007 and 34% in 2009Base: Smartphone TV program/movie viewers (N=189); Tablet TV program/movie viewers (N=132) 15
  16. 16. What are people saying about watching TV programs and movieson Smartphones / TabletsLike: Convenience & Portability Dislike: Screensize, Commercials & Lack of Full Episodes from TV Networks “…Not having to sit down at a “…Small screen and sometimes scheduled time, or schedule poor quality picture…” recordings of episodes…” “…I can watch anytime, anywhere. I dont have to “…Lack of availability from TV remember to tune in at a networks to release full specific time like with regular episodes…” cable…” “…Its faster and mobile, while “…You would think there would being on demand. There is no be less commercials online than reason not to watch programs TV. They have a bunch of on my phone…” commercials…” 16
  17. 17. GfK Custom ResearchDelivering Growth from Knowledge through Fact-based Consultancy 17 © Copyright GfK 2012. Proprietary and Confidential

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