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Page 1: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Google Confidential and Proprietary

Connected Consumer Study 2014 Global Results

TNS/Google (2014): Connected Consumer Study – Global Results 1

Page 2: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Google Confidential and Proprietary

TNS/Google (2014): Connected Consumer Study – Global Results 2

Content

1 Motivation, Methodology and Content

2 Device Ecosystems

3 Internet Usage Behavior

4. Internet Infrastructure

5. Technology Attitudes

Page 3: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Google Confidential and Proprietary

Motivation, Methodology and Content

TNS/Google (2014): Connected Consumer Study – Global Results 3

Page 4: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Motivation and Methodology

WWhhyy?? MMoottiivvaattiioonn::   Help to better understand media

markets and media related infrastructures

  Provide a valid base for weighting other studies (e. g. Digital Consumer Knowledge Programme)

TNS/Google (2014): Connected Consumer Study – Global Results 4

*Plus different local field services: RM Plus (Slovenia), Hendal (Croatia), Research Freeway (Japan), Symphony (Australia, New Zealand), Joshua (Singapore), MOV (Hong Kong)

HHooww?? MMeetthhooddoollooggyy::   Global research vendor: TNS Infratest*

  Standardized questionnaire

  Population: adults 16+   Sample size: basically n=1,000, India:

n=4,000

  Survey Method: CATI (dual frame) or CAPI/PAPI (if phone usage is insufficient)

GGeenneerraall IInnffoorrmmaattiioonn::

Page 5: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Google Confidential and Proprietary

Content of the study

TNS/Google (2014): Connected Consumer Study – Global Results 5

((11))  DDeevviiccee EEccoossyysstteemmss: Which devices are used for media consumption, in which combination and which of them are connected to the internet?

((22))  IInntteerrnneett uussaaggee bbeehhaavviioorr: How intensively is the internet used in general and how do specific activities take place (e. g. online shopping, social networks or search engines)?

((33))  IInntteerrnneett IInnffrraassttrruuccttuurree: Which types of internet connection are used and how do they vary depending on usage situation?

((44))  RReelleevvaannccee ooff ttrraaddiittiioonnaall mmeeddiiaa: How is TV used today and how relevant are new technologies, such as “Smart TV“?

((55))  TTeecchhnnoollooggyy AAttttiittuuddeess: How do people perceive new opportunities that are provided by the internet?

((66))  UUsseerr PPrroofifilleess: How can users of different online services be characterized?

WWhhaatt?? RReesseeaarrcchh aarreeaass aanndd qquueessttiioonnss::

Page 6: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Where?

TNS/Google (2014): Connected Consumer Study – Global Results 6

GGlloobbaall ssccaallee:: 5577 ccoouunnttrriieess

Page 7: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Device Ecosystems

TNS/Google (2014): Connected Consumer Study – Global Results 7

Page 8: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Total number of internet enabled used

TNS/Google (2014): Connected Consumer Study – Global Results 8

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per country (India: n=4,000) Devices in this category: PC, Laptop/Notebook, Webbook/Netbook, Tablet, Smartphone

4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 1 1 1 1 1 1 1 1 1 1 1

1 0 0

0

1

2

3

4

5

Net

herla

nds

(NL)

N

orw

ay (N

O)

Sing

apor

e (S

G)

Swed

en (S

E)

Den

mar

k (D

K)

UK

(UK)

Ire

land

(IE)

Au

stra

lia (A

U)

Cana

da (C

A)

Spai

n (E

S)

UAE

(AE)

Sw

itzer

land

(CH

) Ta

iwan

(TW

) H

ong

Kong

(HK)

N

ew Z

eala

nd (N

Z)

Finl

and

(FI)

Isra

el (I

L)

Aust

ria (A

T)

Belg

ium

(BE)

Ru

ssia

(RU

) G

erm

any

(DE)

Cz

ech

Repu

blic

(CZ)

Sl

ovak

ia (S

K)

Kore

a (K

R)

Japa

n (JP

) Fr

ance

(FR)

Po

land

(PL)

Cr

oatia

(HR)

Sl

oven

ia (S

I) Po

rtug

al (P

T)

Esto

nia

(EE)

Li

thua

nia

(LT)

Sa

udi A

rabi

a / K

SA (S

A)

Italy

(IT)

La

tvia

(LV)

Ch

ina

(CN

) Bu

lgar

ia (B

G)

Gre

ece

(GR)

Ro

man

ia (R

O)

Hun

gary

(HU

) Se

rbia

(RS)

M

exic

o (M

X)

Mal

aysi

a (M

Y)

Phili

ppin

es (P

H)

Arge

ntin

a (A

R)

Braz

il (B

R)

Ukr

aine

(UA)

Vi

etna

m (V

N)

Turk

ey (T

R)

Thai

land

(TH

) So

uth

Afric

a (Z

A)

Egyp

t (EG

) N

iger

ia (N

G)

Indo

nesi

a (ID

) In

dia

(IN)

Keny

a (K

E)

Mean: 2.0

Average number of internet enabled devices

Page 9: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Google Confidential and Proprietary

Use of 2 or more connected devices

TNS/Google (2014): Connected Consumer Study – Global Results 9

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per country (India: n=4,000) Devices in this category: PC, Laptop/Notebook, Webbook/Netbook, Tablet, Smartphone

84 83 81 79 79 77 76 75 75 73 72 72 71 71 70 70 69 68 66 64 64 64 63 63 62 61 61 60 60 59 58 58 58 56 56 54 53 49

44 44 43 38 35 33 32 32

28 28 27 27 26 21

17 12 9 7

0

20

40

60

80

100

Two or more internet enabled devices in %

Mean: 52%

Page 10: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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PC category usage by market

TNS/Google (2014): Connected Consumer Study – Global Results 10

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per country (India: n=4,000) Devices in PC category: PC, laptop / notebook, Webbook/netbook Kenya/Nigeria not included

93 90 90 88 88 85 84 84 83 83 83 81 81 81 81 79 79 77 77 76 76 75 75 75 74 74 74 72 71 71 70 70 70 69 66 65 65 63 61 60 52 52 52 52

44 44 44 39 37 36

26 18 15

11

0

20

40

60

80

100

Net

herla

nds

(NL)

N

orw

ay (N

O)

Den

mar

k (D

K)

Japa

n (JP

) Sw

eden

(SE)

Sl

ovak

ia (S

K)

Switz

erla

nd (C

H)

Finl

and

(FI)

Aust

ralia

(AU

) Ire

land

(IE)

Be

lgiu

m (B

E)

UAE

(AE)

Ru

ssia

(RU

) Cz

ech

Repu

blic

(CZ)

N

ew Z

eala

nd (N

Z)

Isra

el (I

L)

Aust

ria (A

T)

Spai

n (E

S)

Ger

man

y (D

E)

UK

(UK)

Es

toni

a (E

E)

Pola

nd (P

L)

Fran

ce (F

R)

Cana

da (C

A)

Sing

apor

e (S

G)

Latv

ia (L

V)

Taiw

an (T

W)

Lith

uani

a (L

T)

Croa

tia (H

R)

Port

ugal

(PT)

Ko

rea

(KR)

Sl

oven

ia (S

I) Ita

ly (I

T)

Bulg

aria

(BG

) G

reec

e (G

R)

Hun

gary

(HU

) Ch

ina

(CN

) Ro

man

ia (R

O)

Hon

g Ko

ng (H

K)

Serb

ia (R

S)

Ukr

aine

(UA)

Eg

ypt (

EG)

Arge

ntin

a (A

R)

Saud

i Ara

bia

/ KSA

(SA)

M

exic

o (M

X)

Turk

ey (T

R)

Viet

nam

(VN

) M

alay

sia

(MY)

Br

azil

(BR)

Ph

ilipp

ines

(PH

) Th

aila

nd (T

H)

Sout

h Af

rica

(ZA)

In

done

sia

(ID)

Indi

a (IN

)

PC category usage in %

Mean: 61%

Page 11: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Smartphone usage by market

TNS/Google (2014): Connected Consumer Study – Global Results 11

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per Country (India: n=4,000)

85 80 78 77 75 74 72 70 69 68 68 67 66 65 65 62 60 58 57 57 56

53 51 51 50 50 49 47 46 46 45 44 44 44 43 43 42 41 41 40 40 40 39 39 36 36 36 34 33 33 29 28 27 24 23 22

0

20

40

60

80

100

Smartphone usage in %

Mean: 49%

Page 12: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Tablet usage by market

TNS/Google (2014): Connected Consumer Study – Global Results 12

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per Country (India: n=4,000)

51 48 47 40 40 39 38 38 34 33 33 31 31 31 30 29 29 28 28

23 23 23 22 21 20 20 20 20 18 18 18 17 17 15 15 15 13 13 13 13 11 11 10 10 9 8 7 5 5 5 5 2 1 1 1 0 0

20

40

60

80

100

Tablet usage in %

Mean: 20%

Page 13: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Internet enabled TV usage by market

TNS/Google (2014): Connected Consumer Study – Global Results 13

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per Country (India: n=4,000)

19 18 18 14 14 13 13 13 13 13 13 12 12 11 11 11 11 11 10 10 10 10 9 9 8 8 8 8 7 7 7 7 6 6 6 6 5 4 4 3 3 3 3 3 3 3 3 3 3 2 2 1 1 0 0 0

0

20

40

60

80

100

Internet enabled TV usage in %

Mean: 7%

Page 14: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Internet Usage

TNS/Google (2014): Connected Consumer Study – Global Results 14

Page 15: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Online usage for personal reasons by market - ever

TNS/Google (2014): Connected Consumer Study – Global Results 15

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per Country (India: n=4,000)

95 94 92 91 90 89 88 88 88 86 86 86 84 84 84 84 82 82 82 82 81 80 79 79 78 77 77 76 75 75 74 74 74 72 71 70 69 68 67 64 64 64 62 62 59 58 56 56 56 48 48 45 42 41

37 29

0

20

40

60

80

100

Online usage (ever) in %

Mean: 70%

Page 16: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Online usage for personal reasons by market - daily

TNS/Google (2014): Connected Consumer Study – Global Results 16

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per country (India: n=4,000)

83 81 81 80 80 78 77 74 74 74 74 73 71 70 69 68 68 66 65 65 64 64 63 63 62 62 62 61 61 60 60 59 58 57 56 55 54 54 49 49 47

43 42 41 41 40 39 35 34 32 31 30 27 27

23

11

0

20

40

60

80

100

Online usage (daily) in %

Mean: 54%

Page 17: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Search engine usage by market

TNS/Google (2014): Connected Consumer Study – Global Results 17

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): online users

99 95 94 94 94 94 93 93 93 93 92 92 92 92 92 92 92 92 92 91 91 91 91 91 91 90 90 89 89 88 88 87 87 87 85 84 84 83 83 83 83 83 81 80 79 76 76 75 74 73 73 70 65

59

51 47

0

20

40

60

80

100

Search engine usage in %

Mean: 87%

Page 18: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Online shopping by market

TNS/Google (2014): Connected Consumer Study – Global Results 18

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): online users

77 72 69

65 65 65 64 63 62 61 61 60 60 57 55 53 53 52 52 51 51 49 49 49 43 42 42 42 42 41 41 38 38 37 36 36 36 33 33 33 32 32 29 28 28 28 26 26 24 21 20 19 19 16 13

7

0

20

40

60

80

100

Online shopping in %

Mean: 46%

Page 19: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Usage of social networks by market

TNS/Google (2014): Connected Consumer Study – Global Results 19

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): online users

97 92 91 91 91 90 89 88 87 87 87 86 84 84 83 83 81 79 79 77 77 75 74 74 74 74 73 72 72 72 71 71 70 70 70 69 69 69 68 68 68 67 67 66 66 65 65 64

59 56 55 54 52 52 51

41

0

20

40

60

80

100

Usage of social networks in %

Mean: 46%

Page 20: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Online video usage by market

TNS/Google (2014): Connected Consumer Study – Global Results 20

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): online users

97 92

85 85 83 83 81 80 80 80 80 79 78 78 78 78 78 77 77 76 75 75 74 73 73 72 72 72 71 71 70 70 69 68 68 68 68 68 67 67 66 66 65 64 64 64 63 61 61 58 57 52

43 43 40 40

0

20

40

60

80

100

Online video usage in %

Mean: 46%

Page 21: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Parallel usage TV/Internet by market

TNS/Google (2014): Connected Consumer Study – Global Results 21

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): TV and online users

50 50 49 47 46 46 46 45 41 41 41 39 39 39 39 37 36 36 35 35 35 34 34 33 32 32 32 32 32 31 31 30 30 29 29 28 27 26 26 25 22 19 19 17 16 16 16 13 12 12 11 10

6 6 6 4

0

20

40

60

80

100

Parallel usage TV/Internet in %

Mean: 28%

Page 22: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Internet Infrastructure

TNS/Google (2014): Connected Consumer Study – Global Results 22

Page 23: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Broadband usage by market (main internet connection at home)

TNS/Google (2014): Connected Consumer Study – Global Results 23

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): online users

95 90 88 85 84 83 81 79 78 78 78 77 77 75 75 75 73 73 73 72 71 70 70 69 69 69 69 68 68 66 65 63 63 62 61 58 58 57 56 55 53 50 48 48 47

38 35 30 29

25 20

11 9 6 3 3

0

20

40

60

80

100

Broadband usage in %

Mean: 61%

Page 24: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Mobile data connection usage by market (main internet connection at home)

TNS/Google (2014): Connected Consumer Study – Global Results 24

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): online users

77 75 73 69

62

47 41

37 33

29 25 22

18 17 16 16 15 15 14 14 13 13 13 12 12 12 12 11 11 11 10 9 9 9 9 8 8 8 8 7 7 7 6 6 5 5 5 5 5 4 4 4 2 2 2 1

0

20

40

60

80

100

Mobile usage in %

Mean: 18%

Page 25: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Technology Attitudes

TNS/Google (2014): Connected Consumer Study – Global Results 25

Page 26: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Technological advance by market

TNS/Google (2014): Connected Consumer Study – Global Results 26

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per country (India: n=4,000) Top 2 Boxes

69 69 66

49 49 48 47 45 44 40 40 39 39 39 39 38 38 38 37 37 37 37 37 36 35 35 35 34 34 34 33 33 33 33 31 31 31 30 29 29 28 28 28 27 25 25 25 24 24 24 23 22 20 19

9 9

0

20

40

60

80

100

„I see myself as technologically advanced“ (Total Population 2014)

Mean: 35%

Page 27: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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Openess to new technologies by market

TNS/Google (2014): Connected Consumer Study – Global Results 27

Source: TNS/Google (2014) Global Connected Consumer Study Base (weighted): all respondents, n=1,000 per country (India: n=4,000) Top 2 Boxes

77 75 75 68 67

60 59 57 55 55 54 53 52 51 51 51 49 49 49 49 49 48 48 48 47 46 46 46 46 44 44 43 42 42 42 42 42 42 41 40 40 39 39 39 38 38 38 37 37 37 37 35 33 33 30 29

0

20

40

60

80

100

„New technologies offer more opportunities than risks“ (Total Population 2014)

Mean: 47%

Page 28: Connected Consumer Study 2014 - · PDF fileConnected Consumer Study 2014 Global ... (weighted): all respondents, n=1,000 per country (India: n=4,000 ... Devices in PC category: PC,

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CONTACTS:

THANK YOU!

Google Confidential and Proprietary

[email protected]

TNS/Google (2014): Connected Consumer Study – Global Results 28