The document discusses online video consumption trends. It finds that 72% of consumers have smartphones, and 28% watch one or more videos per day on their phones. Younger consumers aged 15-34 watch the most online videos. Entertainment, relaxation, and inspiration are the top reasons for watching videos. Most viewers (65%) give their full attention to videos. In Spain, 23% of viewers watch videos with a partner. The document identifies Generation C, mobile consumption, and entertainment/relaxation/inspiration as key insights about online video consumers.

1. El consumidor de video online
Giancarlo Giansante
Director ejecutivo y socio LVN Consulting
@GiancarloGians
giancarlogiansante.com

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Hemos cambiado

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Somos todos productores…

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… y consumidores

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Desde cualquier dispositivo
Question asked: "Which, if any, of the following devices do you currently use?"
Total Respondents: 1000
Base:Total online and offline population
Source:The Connected Consumer Survey 2014
72% cuenta con un
smartphone

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Más hombres que mujeres
Source: Comscore, videometrix, December 2013. Only Desktop.
69% 31%

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28% ve uno o más videos al día…
Question asked: "Please think about your usage habits during the last month. I’m going to read you some activities that you may do for personal reasons on your [smartphone
/ tablet / PC or laptop]. How often do you...?"
Total Respondents: 561
Base: Internet users (via smartphone)
Source:The Connected Consumer Survey 2014

8. … pero desde el móvil
Question asked: "Please think about your usage habits during the last month. I’m going to read you some activities that you may do for personal reasons on your [smartphone
/ tablet / PC or laptop]. How often do you...?"
Total Respondents: 561
Base: Internet users (via smartphone)
Source:The Connected Consumer Survey 2014

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15-34: todos viendo videos
Source: Comscore, videometrix, December 2013. Only Desktop.
Afinidad: + 170%

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Mientras estamos con la TV
Question asked: "When you think about the last time you were using the Internet while
watching TV at the same time – which of the following devices did you use for going online?"
Total Respondents: 409
Base: Internet users who use the Internet while watching TV | Answering based on a recent
multiscreening session
Source:The Connected Consumer Survey 2014

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Entretenimiento-Relax-Inspiración
To relax / escape
To be entertained / inspired
To stay up to date / on top of trends
To learn something new
To feel connected with people / communicate
To find out something new / progress in a task
To pursue a hobby / interest
To find information on products or services / shop
To see something that cannot be found anywhere else
Other
0% 10% 20% 30% 40%
9%
8%
9%
21%
10%
8%
15%
14%
39%
27%
Question asked: "Why did you watch the video(s) online?"
Total Respondents: 2657
Base: Internet users | Watched online video in the past week | Answering based on the most recent online video session in the past week
Source:The Consumer Barometer Survey 2014

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Concentración máxima
Question asked: "And how would you best describe the attention you gave to the video(s)?"
Total Respondents: 2657
Base: Internet users | Watched online video in the past week | Answering based on the most recent online video session in the past week
Source:The Consumer Barometer Survey 2014
65% dedica el
100% de su
atención

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En España, en pareja
Question asked:Who, if anyone, was watching video(s) with you?
Source: Consumer Barometer Survey 2014
Base: Internet users | Watched online video in the past week | Answering based on the most recent online video session in the past week
España 23%
Suecia 12%
Italia 16%

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Power users

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Tres insights
■Generación C
■Consumo móvil
■Entretenimiento, relax
e inspiración

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¿Preguntas?
giancarlo@elevenconsulting.es
@GiancarloGians
linkedIn.com/GiancarloGiansante