Global Media Habits Research 2018
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The smartphone has had the greatest impact on how people access media content. Most people own a smartphone and use it daily to access news, social media, music, and videos. Smartphone usage for media access has increased over 50% in the past year. Newer devices like smart home devices are also being used more for media like news, social media and music compared to a year ago, while traditional devices like DVD players are being used less.
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Global Media Habits Research 2018
- 1. MEDIA HABITS RESEARCH TOPLINE REPORT | September 2018
- 2. Contents 03 Introduction & Research Methodology 06 Key Findings 09 Device Ownership & Usage 13 Content Access by Device 23 TV Viewing Habits 27 Movie Viewing Habits 2
- 4. Research background Consumers’ media consumption habits continue to evolve in reaction to the proliferation of devices, services, social media channels, and other new media touchpoints. Research goals The goal of this research is to provide a deeper understanding of media consumption and how it is evolving. • Gain insights into consumers’ engagement with different types of media content, including where and on what devices content is consumed • Understand how media behaviors are changing over time • Gauge the frequency of engaging with a wide range of media touchpoints, including key differences by country Research Background and Goals This report presents a summary of findings from quantitative research on Media Habits in Brazil, Canada, China, Croatia, France, Greece, Hungary, India, Japan, Korea, Philippines, Romania, Thailand, Turkey, and the US The study was carried out in July and August 2018. Research methodology • 15 minute online survey • N=500 per country • Age 18+ - balanced by gender/age 4
- 5. KEY FINDINGS
- 6. The smartphone arguably has the greatest impact on how people interact with different types of media content. Most people report owning a smartphone and use it daily. Six in ten use their smartphone more than they did a year ago. Smartphones are being used for a variety of media, mainly news/information, social media, music and user generated videos. Over half of people are using a smartphone to access all types of media more than they were a year ago. “Newer” types of devices (e.g. virtual reality, smart home device, smart watch, streaming device) are still used very little globally, but most are being used more than a year ago overall. Six out of ten smart home device owners report using their device daily. About half of the owners of these devices are using a smart home device, smart watch or streaming device more often versus a year ago. These types of devices are being used much more to access media such as news, social media and music. 6 Key Findings
- 7. Other devices are replacing disc players (e.g. Blu-ray, DVD, CD) to access media more traditionally associated with these devices. Disc players are being used less versus last year by about a third of owners. Nearly half of CD player owners are using their CD player less for music compared to last year. Half of DVD player owners and over one-third of Blu-ray player owners are using their device less to play movies than a year ago. TV and movie viewing tend to be at-home, solitary events. The majority of people are watching TV programs and full length movies at home versus other places. More than half the time people are watching alone rather than with others. Movie pirating is fairly strong globally. Two-thirds have ever accessed a pirated copy of a movie. Most of the pirated movie access comes via a streaming website or a download from a peer-to-peer network. 7 Key Findings
- 8. Media consumption is changing. New ways to access media content are supplanting more traditional methods of accessing content. The smartphone is one of the primary ways to access most media content and people report using their smartphone to access most content much more than they did a year ago. People report much greater use of some of the newest types of multi-media devices (smart watch, smart home device, streaming TV device) versus a year ago. More “traditional” media access points (e.g. disc players, newspapers and magazines) are generally being used less to access content they would typically be associated with (e.g. news and information, music, sports, TV programs, movies). 8 Conclusion
- 10. Japan 78% Canada 81% Croatia 96% Korea 95% Turkey 59% Thailand 65% China 67% Romania 89% Hungary 85% Japan 23% France 26% Turkey 29% Greece 70% Philipp. 69% US 67% Japan 37% Turkey 39% Japan 47% US 36% Canada 35% US 38% Brazil 37% India 34% US 14% India 13% China 12% India 15% Device Ownership 10 55% 56% 84% 92% Tablet Paid TV service Computer/ laptop Smartphone HIGH OWNERSHIP LOW OWNERSHIP 6% 7% 16% 17% 17% Virtual reality device Smart home device Smart Watch Streaming TV device Blu-Ray player The overwhelming majority of people report owning a smartphone though reported ownership of this device is lower in Japan and Canada. Newer types of devices like Virtual Reality, Smart Home and Smart Watch have very low reported ownership, with India ahead of other countries in reported ownership of these newer devices.
- 11. 10% 13% 18% 20% 26% 28% 33% 56% 56% 57% 60% 63% 70% 72% 78% 80% 84% 95% DVD player CD player Blu-ray player Virtual reality device Gaming console DVR Digital music player Streaming TV device Tablet Feature phone Smart Home device Radio Smart Watch Traditional TV Computer Internet-connected TV Paid TV Service Smartphone Usage Frequency 11 USE AT LEAST ONCE A DAY (among reported owners) Philippines and Thailand much more likely to be using a tablet daily Thailand and India much more likely to be using a Smart Home device and a streaming TV device daily Canada and Hungary much less likely to use a Smart Watch daily Japan much less likely to use a streaming TV device daily Most people are using their smartphones at least once a day. Disc players (CD, DVD Blu-ray) are least utilized on a daily basis.
- 12. 10% 10% 14% 16% 23% 24% 24% 25% 25% 35% 39% 39% 40% 45% 47% 49% 55% 61% DVD player CD player Blu ray player DVR Traditional TV Digital music player Gaming console Radio Feature phone Paid TV Service Virtual reality device Computer Tablet Internet-connected TV Streaming TV device Smart Watch Smart Home device Smartphone 39% 38% 30% 26% 20% 26% 25% 13% 21% 11% 24% 12% 17% 7% 12% 10% 10% 2% DVD player CD player Blu ray player DVR Traditional TV Digital music player Gaming console Radio Feature phone Paid TV Service Virtual reality device Computer Tablet Internet-connected TV Streaming TV device Smart Watch Smart Home device Smartphone Change in Device Usage 12 USING MORE USING LESS Greece, Brazil and Hungary have a higher decrease in DVD player usage (56%, 55%, 53%) Japan and India have a higher virtual reality usage increase (57%, 62%) Thailand, Greece and Philippines report higher smartphone usage increase (85%, 81%, 80%) Not only are disc players being utilized the least, usage of disc players has declined the most versus a year ago.
- 14. India much more likely to regularly access most content, especially music, user generated videos and news / information 14% 29% 43% 27% 46% 37% 26% 63% 46% 68% 92% 76% 60% 94% 89% 92% 30% 40% 60% 61% 63% 68% 70% 75% Video games Sports User generated videos Full length movies Full length television programs Music Social media News or information Regularly Accessed Content 14 TOTAL INDIA JAPAN Croatia, Canada and Romania more likely to access TV programs (77%, 76%, 75%) China much less likely to access user generated videos (34%) Japan much less likely to access all content than other countries News/Information and social media are regularly accessed by the most people.
- 15. News and Information Access 15 6% 6% 6% 9% 21% 23% 27% 33% 43% 45% 46% 50% 51% 61% 64% 65% Gaming console Blu-ray player Digital music player DVR Feature phone Streaming TV device Smart Watch Smart Home device Internet-connected TV Radio Tablet Paid TV Service Traditional TV Newspaper / magazine Computer Smartphone DEVICES USED TO ACCESS CHANGE IN ACCESS 44% 23% 27% 28% 39% 45% 39% 57% 37% 23% 40% 33% 25% 18% 37% 56% More Less Brazil 82% Korea 77% Croatia 66% Philipp. 75% Korea 71% Brazil 58% India 84% France 60% 8% 15% 36% 20% 13% 17% 19% 14% 10% 14% 14% 17% 20% 32% 22% 18% News/Information is accessed most via smartphone, computer and newspaper/magazine. Many are using a smart home device to get their news. There is a slight shift away from non-digital (newspaper/magazine) access of news. Japan, Korea and Philippines show the largest shift to smart home device (75%) Greece and Hungary show the largest shift away from non-digital (59%, 51%)
- 16. 3% 6% 11% 13% 23% 50% 60% 84% Blu-ray player Gaming console Streaming TV device Internet-connected TV Smart Watch Tablet Computer Smartphone Social Media Access 16 DEVICES USED TO ACCESS CHANGE IN ACCESS 47% 53% 42% 44% 40% 46% 38% 64% More Less Korea 31% China 36% China 37% 6% 17% 16% 18% 23% 22% 10% 27% The more “standard” internet connected devices (smartphone/computer/tablet) are used most to access social media. Smartphone use to access social media has a big year over year increase, mainly in Thailand, Greece and Philippines. Thailand, Greece and Philippines show the largest increase in smartphone use (88%, 82%, 80%)
- 17. Music Access 17 12% 16% 17% 17% 29% 29% 30% 35% 37% 38% 50% 53% 65% 68% 74% 76% Gaming console Blu-ray player Traditional TV DVR Paid TV Service Streaming TV device Feature phone Internet-connected TV Smart Watch Tablet Smart Home device Computer CD player Smartphone Digital music player Radio DEVICES USED TO ACCESS CHANGE IN ACCESS 29% 18% 26% 20% 35% 51% 39% 49% 43% 40% 64% 35% 12% 61% 25% 29% More Less India 95% India 99% India 93% India 77% US 73% India 63% India 72% 15% 30% 7% 46% 19% 9% 21% 17% 12% 25% 16% 18% 28% 21% 29% 38% Not surprisingly, music is mainly accessed through a radio or digital music player. Smartphone owners report using their phone for music more than a year ago to surpass CD players use which owners report using much less versus a year ago. Use of a smart home device for music has increased substantially. Thailand and Philippines show the largest shift to smartphone (85%, 78%) India and Korea show the largest shift away from CD player (74%, 69%)
- 18. TV Program Access 18 10% 11% 13% 20% 22% 26% 26% 34% 34% 57% 72% 73% 78% Gaming console Smart Watch DVD player Blu-ray player Virtual reality device Smartphone Tablet DVR Computer Streaming TV device Traditional TV Internet-connected TV Paid TV Service DEVICES USED TO ACCESS CHANGE IN ACCESS 42% 46% 19% 25% 33% 61% 53% 33% 43% 54% 27% 50% 37% More Less India 37% Romania 51% Canada 52% Thailand 53% US 80% India 70% US 69% Canada 61% India 50% Japan 42% India 32% US 27% Japan 26% India 25% US 25% 11% 8% 19% 10% 15% 26% 12% 10% 16% 18% 15% 21% 37% TV programs are mainly watched on a TV. Smartphones are being used more than last year for TV programs while DVD players are being used less. Thailand shows the largest shift to smartphone (88%) Brazil has the largest shift away from DVD player (74%, 69%)
- 19. Movie Access 19 9% 16% 24% 30% 33% 51% 51% 56% 58% 64% 69% 72% 73% Smart Watch Gaming console Virtual reality device Smartphone Tablet Traditional TV DVR Computer DVD player Blu-ray player Paid TV Service Streaming TV device Internet-connected TV DEVICES USED TO ACCESS CHANGE IN ACCESS 41% 45% 22% 62% 56% 26% 29% 47% 12% 18% 41% 54% 54% More Less US 85% Brazil 85% Turkey 20% Hungary 42% China 46% Turkey 25% Croatia 73% France 70% China 59% India 56% India 63% India 62% US 35% 7% 11% 14% 36% 48% 13% 31% 18% 13% 15% 14% 11% 41% Movies are mainly watched via internet TV, streaming device and paid service. Disc players (Blu-ray and DVD) are still being used by many, but are being used less than last year. Smartphone being used more in Thailand, Greece and Philippines (86%, 82%, 81%) Disc players used much less in India (78% Blu-ray, 70% DVD)
- 20. User Generated Video Access 20 7% 8% 13% 14% 17% 28% 38% 40% 58% 66% 72% Blu-ray player Traditional TV Smart Watch Paid TV Service Gaming console Virtual reality device Internet-connected TV Streaming TV device Tablet Computer Smartphone DEVICES USED TO ACCESS CHANGE IN ACCESS 29% 25% 40% 33% 49% 27% 54% 51% 53% 43% 64% More Less India 94% Brazil 83% Croatia 81% Croatia 86% Japan 84% China 44% India 48% India 79% Hungary 46% India 77% India 59% 5% 14% 11% 14% 12% 41% 9% 19% 27% 29% 15% The smartphone is the main device used for watching user generated videos with a strong increase over a year ago. Smartphone being used more in Thailand, Greece and Philippines (89%, 83%, 81%)
- 21. Sports Access 21 4% 5% 9% 11% 14% 22% 23% 23% 30% 30% 31% 41% 48% 49% 56% 61% DVD player Blu-ray player Feature phone Gaming console DVR Smart Watch Smart Home device Radio Newspaper / magazine Streaming TV device Tablet Smartphone Computer Traditional TV Internet-connected TV Paid TV Service DEVICES USED TO ACCESS CHANGE IN ACCESS 19% 14% 41% 48% 28% 40% 39% 26% 23% 50% 49% 57% 42% 29% 43% 41% More Less Brazil 62% Greece 41% Philipp. 41% Thailand 41% Hungary 6% China 7% Japan 9% 8% 8% 14% 13% 8% 12% 9% 31% 31% 16% 20% 3% 18% 10% 30% 21% TV is most used to access sports. Mainly paid service and internet connected TV. As with news, people are using newspapers and radio less to access sports. Smartphone being used more in Thailand, Greece and Philippines (82%, 78%, 77%) Much less in Greece (52%) Much less in Japan and Thailand (60%)
- 22. Video Game Access 22 8% 8% 9% 11% 12% 16% 41% 47% 48% 50% 84% Paid TV Service Traditional TV Smart Watch Streaming TV device Feature phone Internet-connected TV Tablet Virtual reality device Computer Smartphone Gaming console DEVICES USED TO ACCESS CHANGE IN ACCESS 27% 32% 46% 42% 35% 28% 57% 44% 39% 55% 38% More Less Croatia 66% Thailand 66% Romania 64% India 26% Brazil 28% US 73% Korea 72% Hungary 28% 19% 15% 23% 13% 12% 24% 18% 13% 18% 13% 12% A gaming console is used most for playing video games. In US and Korea, there is also very strong use of virtual reality devices for playing video games. Tablet used much more in Thailand (83%) Smartphone used much more than a year ago in China (100%)
- 23. © 2018 Confidential TV VIEWING HABITS
- 24. At home 80% At work or school 5% Shared TV 6% On-the-go 5% Other 4% 11% 32% 32% 29% 30% 50% 56% 57% 56% 61% 39% 12% 12% 15% 9% At home At work or school Shared TV On-the-go Other More The same Less Where TV is Watched 24 CHANGE IN WHERE WATCHING TV Mostly, people are watching TV programs at home. Slightly more so versus last year, especially in Thailand and Philippines. Japan watches TV at home the most (96%) Thailand and Philippines watching much more at home (69%)
- 25. Who Watching TV With 25 Alone 54% With others 46% 15% 17% 52% 54% 33% 29% Alone With others More The same Less CHANGE IN WHO WATCHING TV WITH TV viewing is split between alone and with others, though slightly more people are watching TV alone. There is not much change in this pattern versus a year ago Japan watches TV with other the least (39%) Thailand watching more alone (57%) India watching more with others (70%)
- 26. Live as broadcast 54% Recorded/ DVR 17% Streaming/ On Demand 29% Croatia and Romania watch live more than other countries (72%, 69%) How Watching TV 26 19% 28% 17% 53% 55% 51% 28% 17% 32% Live as broadcast Recorded/DVR Streaming/On Demand More The same Less CHANGE IN HOW WATCHING TV A slim majority of people are watching TV live, but nearly half are not – streaming or watching recorded programs. Thailand and Philippines watching live a lot more (55%, 52%) India streaming a lot more (54%)
- 28. Where Movies are Watched 28 Other 2% At work or school 4% Shared TV 5% On-the-go 5% In a movie theater 9% At home 75% 8% 30% 31% 31% 32% 32% 46% 50% 56% 59% 58% 61% 46% 20% 14% 9% 10% 7% At home In a movie theater On-the -go Shared TV At work or school Other More The same Less CHANGE IN WHERE WATCHING MOVIES As with TV viewing, most people are watching full length movies at home. Watching at home has increased more than other places to watch versus the last year. Korea watches in a theater more than other countries (22%) India watches on a shared TV/on-the-go more than other countries (18%, 13%) Thailand and Philippines watching at home a lot more (71%, 68%)
- 29. Who Watching Movies With 29 Alone 54% With others 46% 15% 17% 53% 55% 32% 28% Alone With others More The same Less CHANGE IN WHERE WATCHING TV A slight majority of people are watching movies alone. Japan and Thailand are more likely to be watching alone, while Hungary and Greece are more likely to watch with others. Thailand 63% Japan 62% Hungary 58% Greece 55% India watching with others a lot more (70%)
- 30. Use of Pirating to Access Movies 30 12% 12% 16% 18% 19% 23% 25% 25% 27% 31% 34% Bought on USB or another media device from a street vendor Streamed through a peer-to-peer network Received a burned copy on a Blu-ray disc or DVD Watched for free through an app Bought on Blu-ray disc or DVD from a street vendor Received a burned copy on a USB or other media storage device Downloaded for free or at a small cost from a website Received a free digital version from a friend Downloaded a file through a peer-to-peer network Streamed for free or for a small cost from a website None of the above EVER WATCHED Japan 66% France 56% US 54% India 0% Philipp. 6% Most people have used some method of viewing a pirated copy of a movie. This is especially the case in India. People in Japan are much less likely to have accessed a pirated copy of a movie.
- 31. Thank you to all participating members!