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SMART TV INSIGHTS 2015 A STUDY ABOUT THE SMART TV MARKET AND THE CHANGING TV CONSUMPTION
UK RESULTS
www.smar t c l i p . com 12 .11 .15
KEY FINDINGS – UK
www.smar t c l i p . com 12 .11 .15 –2–
29% of all TVs are Smart TVs, and 93% of Smart TV owners connect their TV to the Internet – compared to 78% in 2013. This development is fueled by the wider offering and the intensive use of on-demand video content. 82% use apps for movies and series, making it the top content category on Smart TVs.
#1 Smart TVs have arrived among the wide population, but still Smart TV owners are younger and characterized by a higher household income than owners of traditional TVs – making them an attractive audience for advertisers. Echoing the results from the Smart TV study in 2013, Smart TVs are mainly used by above average educated family people in the 20–49-year-old age group with high online affinity.
#4
78% of all Smart TVs in the UK market have been bought in the last 2 years, thus providing the highest technology standards and easy access to the desired on-demand video content provided by broadcasters and other Video on Demand (VOD) services.
#2 Already 37% of TV viewing time on Smart TVs is spent on on-demand content. Since Smart TV owners watch more traditional TV programs and also more on-demand content than Non-Smart TV users, Smart TVs fuel TV consumption in general.
#3
The Smart TV is primarily used as a family entertainment device with an average of 2.7 persons watching – mainly during prime-time.
#5 This study again shows that ads on Smart TVs are highly engaging and have significant impact especially on purchase intent. The big screen combined with interactive ad formats and the influential target group using Smart TV features regularly remain key drivers for the effectiveness of Smart TV advertising.
#6
RESEARCH OBJECTIVES
www.smar t c l i p . com 12 .11 .15 –3–
What are the key drivers for Smart TV growth and usage?
How do Smart TV and Non-Smart TV users consume TV content today – considering Video on Demand and traditional TV programs?
What is the profile of Smart TV and Traditional TV owners, and who is using the Smart TV features?
What is the perception and impact of Smart TV advertising?
To analyze Smart TV penetration, understand TV content consumption and profile Smart TV owners. As a follow-up to the smartclip Smart TV Ad Effectiveness Study in 2013 this study primarily focuses on the changing TV content consumption.
METHODOLOGY & SET-UP
www.smar t c l i p . com 12 .11 .15 –4–
This study was conducted by smartclip in collaboration with LG and executed by Nielsen in 4 countries in August 2015.
4 COUNTRIES GERMANY, UK, SPAIN, BRAZIL
ONLINE SURVEY 20 MINUTES
TOTAL SAMPLE SURVEY RESPONDENTS
Identification of TV owners (Smart TV and Non-Smart TV/Traditional TV) by screening questions in first part of the questionnaire in order to analyze Smart TV market penetration Sample size:
23,870 IN TOTAL
Further questioning of purchase decision makers of current TV for deeper analysis of TV content consumption Sample size: n=700 per country (400 Smart TV owners, 300 Non-Smart TV/Traditional TV owners)
2,800 IN TOTAL
UK 3 750
Germany 12 181
Spain 5 115
Brazil 2 824
SMART TVS HAVE ARRIVED AMONG THE WIDE POPULATION AND PROVIDE THE LATEST TECHNOLOGY STANDARDS
www.smar t c l i p . com 12 .11 .15 –5–
29 %
of TVs in UK are
Smart TVs
78 % of Smart TV owners
purchased their Smart TV within
the last 24 months
connect their
TV to the Internet
93 %
[ UK data; Base: All respondents; (Smart) TV owners ]
CONNECTIVITY AND ADVANCED FEATURES, PICTURE QUALITY AND SCREEN SIZE ARE KEY BUYING FACTORS FOR SMART TVS
www.smar t c l i p . com 12 .11 .15 –6–
[ UK data; Base: All respondents ]
USER EXPERIENCE 17 16 ENVIRONMENTAL FRIENDLY 13 12
ADVANCED FEATURES 17 6
BRAND 19 11
TV TYPE 22 14 CONNECTIVITY 19 10
SCREEN SIZE 27 23 WARRANTIES & A/S 20 16
DURABILITY 29 28
SOUND QUALITY 30 31
PICTURE QUALITY 42 39
PRICE 32 39
DESIGN 19 16 SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS
HIGH INTERNET CONNECTION RATE ACROSS ALL AGE GROUPS
www.smar t c l i p . com 12 .11 .15 –7–
TOTAL 15 – 29 YEARS 30 – 39 YEARS 40 – 49 YEARS 50+ YEARS
98 % 96 % 93 %
93% of Smart TV owners are actually using their Smart TV features. Also all age groups take advantage of the Internet connection of their TV.
91 % 88 %
[ UK data; Base: Smart TV owners ]
SMART TVS ARE THE MAIN DEVICE FOR CONNECTING THE TV TO THE INTERNET
www.smar t c l i p . com 12 .11 .15 –8–
The majority directly connects their TV to the Internet by the integrated Internet functionality of their Smart TV (81%), but also Non-Smart TV owners are connected via other devices.
[ UK data; Base: Those who have their TV connected to the Internet ]
LAPTOP COMPUTERS
6 22
SMART TV
7 34
2 18
MOBILE (Smartphone/Tablet PC)
2 6
GAMING CONSOLE
3 21
81 0
STREAMING BOX/STICK
DESKTOP COMPUTERS
SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS
THE SMART TV IS THE MAIN DEVICE FOR WATCHING TV CONTENT – WHETHER IT IS TRADITIONAL TV OR ON-DEMAND CONTENT
www.smar t c l i p . com 12 .11 .15 –9–
Among Smart TV owners the TV is the main device for watching traditional TV programs, but also Video on Demand is mostly watched via TV (76%) – followed by computers (16%).
[ UK data; Base: Smart TV owners ] VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS
SMART TV
90 %
76 %
2 % 6 % 1 % 5 %
DESKTOP COMPUTERS
SMARTPHONE TABLET PC
4 % 10 %
LAPTOP COMPUTERS
3 % 3 %
ALREADY 37% OF TV VIEWING TIME ON SMART TVS IS SPENT ON ON-DEMAND CONTENT
www.smar t c l i p . com 12 .11 .15 –10–
37% of Smart TV owners watch on-demand content via the Internet connection of their Smart TV every day. On average Smart TV owners watch traditional TV programs 4 hours per day and spend 2.3 hours per day on Video on Demand content.
TRADITIONAL TV PROGRAMS:
[ UK data; Base: Smart TV owners; Usage on weekdays and weekends ]
HOURS PER DAY 4.0 VIDEO ON DEMAND:
HOURS PER DAY 2.3
MOVIES AND SERIES ARE THE MOST POPULAR CONTENT ON SMART TVS
www.smar t c l i p . com 12 .11 .15 –11–
28%
SPORTS APPS
WEATHER APPS
30%
[ UK data; Base: Smart TV owners / App users ]
The most used apps on Smart TVs are apps for watching movies and series. 82% of Smart TV app users watch video content via Smart TV apps – compared to 37% in 2013. In the past 2 years the VOD offering has become much wider, this fuels the desire for watching on-demand content and thus for Smart TVs.
82%
MOVIES/SERIES APPS
NEWS APPS
34%
19%
EDUCATION APPS
MUSIC/RADIO APPS
39%
29%
GAMES APPS 30%
SOCIAL MEDIA/TV APPS
ALSO ON-DEMAND CONTENT IS MAINLY WATCHED DURING PRIME-TIME
www.smar t c l i p . com 12 .11 .15 –12–
Video on Demand consumption on Smart TVs shows a similar pattern throughout the day as traditional TV – with an even more significant peak in the evening. This again proves the relevance of prime-time advertising on Smart TV platforms.
[ UK data; Base: Smart TV owners ] VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS
8 PM - 11 PM 60 77
11 PM - 1 AM 18 28
12 PM - 6 PM 18 32
6 PM - 8 PM 37 64
9 AM - 12 PM 14 24
6 AM - 9 AM 12 24
1 AM - 6 AM 5 6
SMART TV OWNERS WATCH MORE TRADITIONAL TV PROGRAMS THAN NON-SMART TV OWNERS
www.smar t c l i p . com 12 .11 .15 –13–
Smart TV owners spend more time watching traditional TV programs than Non-Smart TV owners and also watch more channels. Thus Smart TVs fuel TV consumption in general.
[ UK data; Base: All respondents ]
FREQUENCY OF WATCHING TRADITIONAL TV PROGRAMS
(in %)
AVERAGE VIEWING TIME PER DAY
(in hours)
NUMBER OF CHANNELS
70
56
SEVERAL TIMES
PER DAY
18 28
ONCE A DAY
12 15
NOT DAILY
3.7 3.4
WEEKDAYS
4.8 4.3
WEEKENDS 7.9 7.1
SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS
TRADITIONAL TV PROGRAMS ARE MAINLY USED FOR WATCHING SERIES, MOVIES ARE THE MOST-WATCHED VOD CONTENT
www.smar t c l i p . com 12 .11 .15 –14–
Movies and series are the most watched content in traditional TV programs and via Video on Demand, with series leading the ranking in traditional TV programs. Also news and live shows play a bigger role in traditional TV programs.
[ UK data; Base: Smart TV owners ] VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS
LEISURE & HOBBY 0 1 TECH/PRODUCTS 0 1
KIDS RELATED 1 1 EDUCATION 2 2 ANIMATION 1 1
HOME RELATED 4 1 DOCUMENTARIES/REPORTS 7 4 ENTERTAINMENT RELATED 7 4
SPORTS 10 8 REGIONAL PROGRAMS 8 7
LIVE BROADCAST/SHOWS 9 6 DRAMA/OPERAS/SERIES 20 21
NEWS 13 7 MOVIES 16 25
FASHION/SHOPPING 0 1
WAYS OF ACCESSING ON-DEMAND CONTENT
www.smar t c l i p . com 12 .11 .15 –15–
The majority (84%) of Smart TV users mainly access on-demand content via the Smart TV portal and integrated apps, but also the Red Button is used to get access to the Red Button offering of broadcasters.
[ UK data; Base: Smart TV owners ]
VIA THE RED BUTTON
VIA THE SMART TV PORTAL
16% 84%
Wider choice of content I can watch movies independent of
broadcast schedules
Comfortable experience and easy access
The traditional TV programs are not sufficient/don’t
interest me
To watch movies that are not shown on
traditional TV channels
I watch on-demand content in addition
to traditional programs
I switch to on-demand video during adverts
in TV programs
REASONS FOR ACCESSING ON-DEMAND CONTENT ON SMART TVS
www.smar t c l i p . com 12 .11 .15 –16–
The primary reason for watching Video on Demand is the wider choice of content that can easily be accessed independent of broadcast schedules.
30 % 36 %
48 %
29 %
5 %
22 % 22 %
[ UK data; Base: Smart TV owners ]
SMART TV OWNERS TEND TO WATCH TOGETHER MORE THAN NON-SMART TV OWNERS AND ALSO LOOK AT A BIGGER SCREEN
www.smar t c l i p . com 12 .11 .15 –17–
[ UK data; Base: All respondents ]
70 %
60 %
WATCH TOGETHER
WITH FAMILY OR FRIENDS
80 %
48 %
OF TVS ARE ABOVE 40“
PEOPLE INFRONT OF
SCREEN
2.7 2.3
SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS
SMART TV OWNERS ARE YOUNGER THAN OWNERS OF TRADITIONAL TVS
www.smar t c l i p . com 12 .11 .15 –18–
40 – 49 YEARS 30 – 39 YEARS 15 – 29 YEARS 50+ YEARS
Smart TV owners are the most sought-after younger target groups. 74% of Smart TV owners are between 15 and 49 years old.
[ UK data; Base: All respondents ] SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS
13 % 18 % 26 % 33 % 37 %
25 % 31 % 17 %
SMART TV OWNERS ARE WELL-EDUCATED FAMILY PEOPLE WITH HIGH PURCHASING POWER
www.smar t c l i p . com 12 .11 .15 –19–
[ UK data; Base: All respondents ]
MARRIED / LIVING WITH PARTNER
48%
MALE HAVE CHILDREN
SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS
47% / 70% 55% / 55% 43% /
ANNUAL HOUSEHOLD INCOME £40,800+ 33% 19% /
WITH COLLEGE/UNIVERSITY OR GRADUATE DEGREE
77% 72% /
SMART TV OWNERS OWN MORE INTERNET-CAPABLE DEVICES THAN TRADITIONAL TV USERS
www.smar t c l i p . com 12 .11 .15 –20–
The high online-affinity of Smart TV owners is also indicated by the ownership of other Internet-capable devices. 69% of Smart TV owners have a Tablet PC – compared to 57% of Non-Smart TV owners.
[ UK data; Base: All respondents ] SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS
LAPTOP COMPUTERS (Notebook/Netbook)
80 81
DESKTOP COMPUTERS
57 52
TABLET PC (iPad, Galaxy Tab, etc.)
69 57
SMARTPHONE
85 83
GAMING CONSOLE (e.g. PlayStation, Xbox)
55 52
STREAMING BOX/STICK (e.g. Chromecast, Amazon Fire, Apple TV)
24 12
AWARENESS OF SMART TV ADVERTISING AND HIGH (INTER)ACTION
www.smar t c l i p . com 12 .11 .15 –21–
75 %
are aware of
Smart TV ads
59 % have interacted
with Smart TV ads
engaged in some kind of
action, for example talking about the
product or purchasing it
[ UK data; Base: Daily VOD users; Those who are aware of Smart TV ads ]
53 %
65 %
30 % 27
ACTIONS TAKEN AFTER INTERACTING WITH SMART TV ADS
www.smar t c l i p . com 12 .11 .15 –22–
CONSIDERED BUYING THE PRODUCT
%
After interacting with the ad 41% of Smart TV owners consider buying the product – compared to 18% in 2013. 30% search for information about the product or brand via the Internet and 27% make the purchase straightaway.
41 %
SEARCHED MORE INFO ON THE PRODUCT/BRAND BY
INTERNET
PURCHASED THE PRODUCT RIGHT AWAY
[ UK data; Base: Those who interacted with Smart TV ads ]
19 %
TALKED ABOUT THE PRODUCT/BRAND/AD
TO OTHERS
REASONS WHY USERS INTERACT WITH SMART TV ADS
www.smar t c l i p . com 12 .11 .15 –23–
Just like in the Smart TV study in 2013 the key factor for successful advertising and interaction is relevance. But also appealing ads and remembering previous advertising provide motivation to engage with an ad.
The ad was for a product I was
interested in buying
56 %
The ad was for a brand I have seen advertised before
56 %
The ad looked nice
17 %
The ad caught my attention
12 %
The ad had a promotion or special deal that I was
interested in
32 %
[ UK data; Base: Those who interacted with Smart TV ads ]
ADVANTAGE OF SMART TV ADS
www.smar t c l i p . com 12 .11 .15 –24–
The primary advantage of advertising on Smart TVs compared to other digital devices that allow to watch video content is the big screen.
More convenient to watch as it has a bigger screen
More trustworthy Large variety of different types of ads
Can purchase the product right away
Ad format is innovative
and interesting
More informative Ads are intriguing and interactive
18 %
11 %
39 %
14 %
6 % 3 %
9 %
[ UK data; Base: Those who are aware of Smart TV ads ]
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