1 © ipsos mrbi13-099586/tam ireland viewing habits © ipsos mrbi tam ireland viewing habits april...

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© Ipsos MRBI 13-099586/TAM Ireland Viewing Habits13-099586/TAM Ireland Viewing Habits© Ipsos MRBI

TAM Ireland Viewing Habits

April 2014

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© Ipsos MRBI 13-099586/TAM Ireland Viewing Habits

About the Research

● The key objectives of the research were:

− To determine viewing habits of the Irish market across all platforms (devices);

− To establish relative consumption levels by device.

Methodology

Face to Face interviews of 1000 people.

100 x 12 -17 yr olds

450 x 15-34 yr olds

450 x 35+

Focused on A/V consumption yesterday – x ¼ hr

What does the current viewing landscape look like?

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© Ipsos MRBI 13-099586/TAM Ireland Viewing Habits© Ipsos MRBI 13-099586/TAM Ireland Viewing Habits

All Audio-Visual Viewers

99% of all adults 15+ viewed AV content Yesterday

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The digital landscape has changed a lot since the last survey

3PLAYER AVAILABLE

ON SKY

ON DEMAND

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A Device Revolution

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A Significant Growth Across All Devices Is Noted

Base: All Respondents 15+: 919

2012 2014Average minutes of audio-visual content

viewed yesterday

230216

192

All Devices

On a TV193

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Significant Increases Since 2012 in Other Devices Used to Watch A-V Content

On A TV Set

On Other Device In Addition To TV Set

Only On Other Device (Not TV Set)


15+

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2012 97% 10% 6% 2% 2% 2% 1% *

Explosion in Device Repertoire Driven by Laptops, Mobiles & Tablets

18%18%95%95%

13%13%


8%8%

Q.1 Which of the following devices (including devices which were either connected directly to your TV set or standalone) did you use to view audio/visual content on yesterday?

2%2% 1%1%

*<0.5% = not shown

1%1%

TV

Laptop

Mobile

Tablet

DesktopGames

Console

Out of Home Screen

DigitalPlayer

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1% of TV Viewers Viewed Audio-Visual Content on 3 Devices

Base: All TV Viewers 15+: 2012: 878; 2014: 852

2012 2014Devices used to

watch audio-visual content yesterday

Laptop

Tablet

Smartphone

Laptop

8%

3%

4%

6%

1%3%Smartphone Tablet

1%

**2%

3%

1%6%

3%

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A Device Revolution

● The TV set still accounts for the majority of audio-visual content consumed.

● There has been a significant increase since 2012 in other devices used to view audio-visual content yesterday.

Summary Points

● The overall number of audio-visual minutes consumed has grown by 14 minutes since 2012 (216 vs. 230 mins).

● The TV Set remains the most popular device for viewing audio-visual content (193 minutes), followed by the Laptop (14 minutes).

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Our Audio-Visual Day

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Device X Quarter Hour


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Consumption of Audio-Visual Content Increases Across Other Formats

7am - 7.15

8am - 8.15

9am - 9.15

10am - 10.15

11am - 11.15

12 noon - 12.15

1pm - 1.15

2pm - 2.15

3pm - 3.15

4pm - 4.15

5pm - 5.15

6pm - 6.15

7pm - 7.15

8pm - 8.15

9pm - 9.15

10pm - 10.15

11pm - 11.15

11.45-12 m'night

Base: All Respondents 15+: 2012: 912; 2014: 919

Live TV 2012 Total A/V 2012

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Our Audio-Visual Day


● The TV Set remains the most popular device for viewing audio-visual content (193 minutes), followed by the Laptop (14 minutes).

● The peak time for viewing audio-visual content, regardless of device is from 9pm onwards.

● Younger Irish males are more likely to view a-v content on non-TV devices i.e. mobile, laptop & tablet.

Summary Points

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How is The Device Revolution Changing Where and How We Watch Audio-Visual content?

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Share of Minutes by Location Remains Steady Since 2012

Base: All Responses 15+ *=<0.5%

%

Own Home Someone Else’s Home

Commuting Work School/College

Socially PublicSpace

Other

Share of Minutes by Location

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0.3% TV

socially

2.5%TV

some-one

else’s home

0.5% TV

at work

Television setLaptopDesktop computerTabletMobile phoneGames consoleOut of home screen

3.1%mobile

ownhome

5.4% laptop at home

0.3% desktopat work

0.2% out of home

screen at work

0.2% laptop at work

0.1% mobile commuting

1.6%tabletown

home

0.2% mobile in

a public space

0.5% mobile at work

0.6% TV in a public space

0.7%games

consoleown home

1.7% desktop

own home

0.2% TV

other

0.3%laptop

someone else’shome

0.1% mobileSomeone

else’s home

0.1% out of home screen

in a public space

79.8%TV at home

The Majority of viewing is still TV Consumed In Home


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In Home Viewing Mins

*Mentions <0.5% not shown

185

+2

+1

+1

+10

+2

183

+4

+4

+7

+13

+2Games console

TV

Desktop

Tablet

Mobile

Laptop

TV

Desktop

Tablet

Mobile

Laptop

Games console

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TV Set viewing minutes has increasedtotal viewing has grown too – driven by incremental viewing on other devices.

*=<0.05%Base: All Responses 15+

TV Set

%

Laptop Desktop TabletMobilePhone

Games Console

Out of Home

DigitalPlayer

Share of Minutes by Device

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Share of Content Viewed Through Non-Traditional Formats Has Increased

Base: All Responses 15+ *=<0.05%

%

Share of Minutes by Format

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How is The Device Revolution Changing Where and How We Watch Audio-Visual content?

● 93% of audio-visual consumption remains in Home through the use of TV and other devices including laptop, mobile, tablet and desktop.

● In particular, a marked increase is noted between Mobile Phone at Home, in 2012 (0.6%) and 2014 (3.1%) – an increase of 2.5%.

Summary Points

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Viewing Minutes By Key Audiences

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Profile of TV Viewers

Base: All TV Viewers: 852

Closely mirror the general

Demographics of Ireland

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The TV Viewer

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TV Viewers – Aged 15-34 Years

Base: All TV Viewers Aged 15-34 Years:

89% of 15-34 yr old viewers Viewed on a TV

Accounting for 72%Of all their viewing

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Profile of Tablet Viewers

Base: All Tablet Viewers: 83

More likely to be …

−Male

−15-34 yrs

−Working

−ABC1

−Living in Dublin

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The Tablet Viewer

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Tablet Viewers – Aged 15-34 Years

Base: All Tablet Viewers Aged 15-34 Years: 48* *Caution small base size

11% of all 15-34 yr old a/v viewers viewed on a tablet.

Accounting for 3% of their total viewing time.

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Profile of Mobile Viewers

Base: All Mobile Viewers: 144


−Male

−15-34 yrs

−Working

−ABC1

−Living in Dublin

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The Mobile Viewer

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Mobile Viewers – Aged 15-34 Years

Base: All Mobile Viewers Aged 15-34 Years: 111

25% of all 15-34 yr old A/V viewers viewed content on a mobile Accounting for 9% of their total

viewing time.

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Profile of Laptop/PC Viewers

Base: All Laptop/PC Viewers: 227


−15-34 yrs

−Working

−ABC1

−Living in Dublin

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The Laptop/PC Viewer

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Laptop/PC Viewers – Aged 15-34 Years

Base: All Laptop/PC Viewers Aged 15-34 Years: 141

33% of all 15-34 yr old A/V viewers viewed on a laptop

Accounting for 13% of their total viewing time.

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Viewing Minutes By Key Audiences

● Younger viewers (15-34 year olds) continue to consume the most audio-visual content via mobile, laptop and tablet devices.

● Non-Live TV has grown across all age groups with both Recorded TV and Any Other Internet registering marked increases since 2012.

● Own Home remains the most popular location for viewing audio-visual content, regardless of age, device or format.

Summary Points

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Other Activities Engaged InWhile Viewing Audio-Visual Content

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Simultaneous Viewing

● TV set, laptop and mobile continue to be devices most often used for simultaneous viewing.

● 8% of respondents viewed audio-visual content simultaneously on any 2(+) devices, at any one time, compared with 3% in 2012.


2012

2014

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Activities Such As Talking & Social Networking Are Most Common While Viewing A/V Content

Talking 17%

Eating 10%

Social Networking - Facebook 4% - Twitter 1%

Social Networking 17%- Facebook 11%- Twitter 5%- Other 1%

Talking 13%

Talking 16%Social Networking 9%- Facebook 7%- Twitter 1%- Other 1%

Social Networking 12%(post/read comments)- Facebook 8%- Twitter 3%- Other 1%

Eating 8%

No Other Activity 49% No Other Activity 44% No Other Activity 27%

17%

10%

5%

13%

9%

17%

16%

12%8%

49% 44% 27%

TV Laptop Mobile

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Other Activities Engaged InWhile Viewing Audio-Visual Content

● Since 2012 there has been an increase in those accessing social networking sites while viewing audio-visual content.

● Facebook has emerged as the most popular site to access in general and to post/read comments about the programme being watched.

● Given the explosion in device consumption, it is perhaps unsurprising that simultaneous viewing has increased from 3% in 2012 to 8% in 2014.

Summary Points

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Key Findings

● 95% of A/V viewers watched content on a TV yesterday

● 27% of viewers watched content on another device in addition to a TV Set (up from 15% in 2012)


● An average of 193 minutes of content was consumed on a TV set yesterday - an increase of one minute. Device viewing does not appear to be cannibalising TV viewing.

● Laptops (18% yesterday), are the most popular Non -TV devices for viewing a/v content

Summary Points

1 © ipsos mrbi13-099586/tam ireland viewing habits © ipsos mrbi tam ireland viewing habits april...

Documents

current viewing landscape

device revolution slide

demand slide

tv set base

platforms devices

following devices

device repertoire

viewed av content