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Google Confidential and Proprietary
Connected Consumer Study 2014 Global Results
TNS/Google (2014): Connected Consumer Study – Global Results 1
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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
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Google Confidential and Proprietary
Motivation, Methodology and Content
TNS/Google (2014): Connected Consumer Study – Global Results 3
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Google Confidential and Proprietary
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::
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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::
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Google Confidential and Proprietary
Where?
TNS/Google (2014): Connected Consumer Study – Global Results 6
GGlloobbaall ssccaallee:: 5577 ccoouunnttrriieess
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Google Confidential and Proprietary
Device Ecosystems
TNS/Google (2014): Connected Consumer Study – Global Results 7
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Google Confidential and Proprietary
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
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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%
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Google Confidential and Proprietary
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%
SLIDE
Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
Internet Usage
TNS/Google (2014): Connected Consumer Study – Global Results 14
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
Internet Infrastructure
TNS/Google (2014): Connected Consumer Study – Global Results 22
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
Technology Attitudes
TNS/Google (2014): Connected Consumer Study – Global Results 25
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
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%
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Google Confidential and Proprietary
TNS/Google (2014): Connected Consumer Study – Global Results 28