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User-Centric Event 2. Consumer behavior touch points (Stephanie from Space)
This document summarizes survey results on consumer digital device and internet usage in Belgium in 2013. The surveys found that 81% of households have desktop computers, 70% have laptops, 55% have smartphones, and 43% have tablets. Tablet ownership was highest among ages 18-45, while smartphone ownership was younger. Android was the most popular smartphone and tablet operating system. WiFi was more commonly used than 3G for smartphone internet access. Tablets saw most use at home, while smartphone use was more varied. Smartphone sessions tended to be shorter than tablet sessions. More apps were installed on tablets than smartphones. Both devices were commonly used for social media, maps, email, videos and music.
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User-Centric Event 2. Consumer behavior touch points (Stephanie from Space)
- 1. 6/12/2013 Consumer behavior in2013 Digital touch points and devices use evolution
- 2. Methodology • • • • iscover gage 5 226 onlinequestionnaires Representative of Belgian indiv Dec 2012-jan 2013 Institute : Profacts act • Completed questionnaire • • 16 product categories / 140 brands 40 touch points (incl. digital) 2
- 3. From media totouch points 3
- 4. Touch points :tasks & perception 4
- 5. Methodology • • • • 1049 online questionnaires Representativeof Belgian surfers Feb 2013 Institute : Nielsen • Completed questionnaire • • • • • Equipment (incl. mobile & digital TV) Frequency & duration (incl. mobile & dig TV) Location (incl. mobile) Activities & app use (incl. QR Code) Cookies & privacy 5
- 6. Device use How manyDesktop Computer/PC- Laptop/Tablet/Smartphone (Mobile with internet)/Mobile without internet connection do you have and are there in your household? 100 5% surf on 90 their TV 80 22% of 70 households 60 50 40 81 70 30 55 52 43 20 10 19 0 Desktop Laptop IAB Dashboard – Wave 2 – Feb 2013 – Base : Belgian surfers Tablet Smart phone (with Internet) GSM (without Internet) Digital TV 6
- 7. Tablet 26 Penetration 21 19 21 21 16 16 12 Total surfer Smart phone withInternet connection Total surfer 46 FR 51 39 NL 41 32 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 24 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 IAB Dahsboard – Wave 2 – Feb 2013 – Base : Belgian surfers NL More tablets among 18-45 years old 69 43 FR Smart phone profile younger than tablets 7
- 8. Brand & OS: smart phone users IAB Dashboard – Wave 2 – Feb 2013 – Base : Belgian surfers IAB Dashboard – Wave 2 – Feb 2013 – Base : Belgian surfers RIM BlackBerry 3% Phone OS Phone brand LG 3% Don't know 19% Other 7% Samsung 37% iOS 14% Other 2% HTC 6% Windows 15% Apple iPhone 12% Nokia 16% OS Mobile traffic (phone & tablet) RIM 0.4% Windows 1% RIM 3% Other 0.2% Android 47% Android 39% iOS 60% www.howwebrowse.be, oct 2013 48% iPad 11% iPhone 1% iPod 8
- 9. Tablet brand &OS Tablet brand Other 38% Tablet OS Don't know 11% Apple iPhone 36% Windows 11% iOS 37% RIM 1% OS Mobile traffic (phone & tablet) Archos 4% Samsung 22% RIM 0.4% Windows 1% Other 0.2% Android 40% Android 39% iOS 60% www.howwebrowse.be, oct 2013 48% iPad 11% iPhone 1% iPod 9
- 10. Connection type :smart phone users Where do you use mobile internet access on your phone? And how did you go online on this location, via WiFi/HotSpot or 3G (multiple answers possible) 14 37 52 52 73 79 41 19 8 9 Home Outside home, work or univ. 59 56 44 18 22 19 9 10 22 26 29 31 34 37 Friend’s or family’s At work In a store On the bus train/ metro Car Walking/ on the go Via 3G Via WiFi/Hotspot IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners Not applicable 10
- 11. 40 24 20 17 14 13 12 12 12 9 5 Out of home,other location Friend's/family's home In cities with a free wifi network Internet café On the bus/ train/ metro During work- out of home School Car In store 31 Toilets desk @home 45 dinning room 47 bed room kitchen living room Surf location: tablet Where do you use mobile internet access on your Tablet? Mostly used at home 88 IAB Dashboard – Wave 2 – Feb 2013 – Base : tablet owners 12
- 12. Surf duration :smart phone How long do you surf the mobile internet on your Smartphone? Please indicate how much this for an average day during the week and in the weekend. Less than 15 min. Shorter sessions on apps 100% 90% 80% 70% 60% 0 minutes2 50% 1 - 4 minutes2 40% 5 - 14 minutes2 30% 30 - 59 minutes 20% 1 - 2 hours 10% 0% Week @ home apps Week-end @ home apps IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners Week @ work apps Week-end @ work apps 13
- 13. Surf duration :tablet How Long do you surf the mobile internet on your Tablet? Please indicate how much this for an average day during the week and in the weekend. 100% 90% 0 minutes 80% 1 - 4 minutes 70% 5 - 14 minutes 60% 30 - 59 minutes 50% 1 - 2 hours 40% 30% Longer sessions on tablet 20% 10% 0% Week @ home apps Week-end @ home apps IAB Dashboard – Wave 2 – Feb 2013 – Base : Tablet owners Week @ work apps Week-end @ work apps 14
- 14. Apps installed More appson tablets How many free/paying apps do you use on your phone How many free/paying apps do you use on your tablet 100 100 90 14 80 70 20+ 19 16-20 11-15 50 36 80 6-10 1-5 20 60 40 30 20 24 0 0 Number of free apps Smart phone 70 10 3 16 26 20+ 10 - 19 apps 50 30 10 22 80 60 40 90 Number of paying apps Smart phone IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners 10 0 5 - 9 apps 21 8 12 11 Number of free apps Tablet 66 3 - 4 apps 1 -2 apps No apps Number of paying apps Tablet IAB Dashboard – Wave 2 – Feb 2013 – Base : tablet owners 15
- 15. Activities : smartphones (apps vs site) You indicated that you conducted below activities with your Smartphone . Did you use an app for this activity or did you use the mobile internet on your Smartphone? Visiting and reacting on Social Networks Checking the weather GPS or maps E-mail Listening to online music/spotify Watching/ sharing videos or pictures Online communiceren (chatten, messenger, skype, ….) Playing online games Reading newspapers/magazines Online Banking Reading news websites Search - Looking for local info (restaurants, travel, job… Watching TV Watching movies Search - Looking for product info (computer, books, appliances…) Online purchaces Looking for promotions Visiting websites of a company Looking for more information refarding an add which you saw… Comparing prices of products in store Clicking on an add for more information regarding certain offers 0 IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners Apps Internet 10 20 30 40 50 60 70 80 17
- 16. Activities : tablets Pleaseindicate below which of the following activities, if any yourself have done while you were on the Mobile Internet via your Tablet either last week or in the last 30 days. E-mailing Playing games with apps Visiting and reacting on Social Networks Watching/ sharing videos or pictures Checking the weather Search - Looking for local info (restaurants, travel, job… Reading newspaper and magazine Reading news websites Playing online games Search - Looking for product info… GPS or maps Listening to music/spotify Watching movies Online Banking Online communicating (chatten, messenger, skype…) Visiting a website of a company Watching TV programs Looking for promotions Compare products prices in a store Online purchase Clicking on an add for more information on a certain offer Looking for information about an add you saw on TV Watching live events (ex: sports) Online investing IAB Dashboard – Wave 2 – Feb 2013 – Base : tablet owners 0 Last week Last 30 days 10 20 30 40 50 60 70 80 18
- 17.