consumer connected study 2014 - results for portugal - google
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.:: OBRIGATÓRIO ⓁⒺⓇ ::. ╚> Consumer Connected Study 2014 - Results for Portugal - Google Um estudo da #Google e da #TNS sobre o consumidor conectado para #Portugal. Sabiam que... ✔ 68% dos portugueses está #online. ✔ 19% dos portugueses compra online através do seu #smartphone. ✔ 46% tem pelo menos 2 dispositivos. ✔ 62% a penetração de smartphones entre os 25-34 anos. ✔ 64% dos portugueses prefere fazer coisas de forma #digital. ✔ 96% dos compradores online portugueses utilizam o YouTube e 78% tem um smartphone. ✔ 41% dos utilizadores de serviços bancários online faz compras online, 40% tem um elevado rendimento e 89% utiliza o #YouTube. É caso para dizer, "Negócios com vida... Digital!" by L4D Web Agency (Parceiro Google Partners) ✚ Nota: Divulgação autorizada pela equipa Google/Google Portugal »» LIKE & SHARE «« bit.ly/estudo_google_portugal2014 #onlinemarketing #internetmarketing #marketingdigital #marketingonline #portugueses #digitalmarketing #googleforbusiness #googleportugal #consumertrendsTRANSCRIPT
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Google Confidential and Proprietary
Connected Consumer Study 2014 Results for Portugal
TNS/Google (2014): Connected
Consumer Study – Results Portugal 1
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Google Confidential and Proprietary
TNS/Google (2014): Connected
Consumer Study – Results Portugal 2
Content
1 Objectives, Methodology and Content
2 Device Ecosystem
3 Internet Usage Behavior
4. Home Internet Connectivity
5. Relevance of Traditional Media
6. Technology Attitudes
7. User Profiles
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Google Confidential and Proprietary
Objectives, Content and Methodology
TNS/Google (2014): Connected
Consumer Study – Results Portugal 3
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Objectives and Methodology
Why? Objectives:
• Help to better understand media
markets and media related
infrastructures
• Provide a valid base for weighting other
studies (e. g. Consumer Barometer)
TNS/Google (2014): Connected
Consumer Study – Results Portugal 4
*Plus different local field services: RM Plus (Slovenia), Hendal
(Croatia), Research Freeway (Japan), Symphony (Australia, New
Zealand), Joshua (Singapore), MOV (Hong Kong)
How? Methodology:
• Global research vendor: TNS Infratest*
• Standardized questionnaire
• Population: adults 16+
(see sample characteristics here)
• Sample size: n=1,000
• Survey Method: telephone interview
(fixed & mobile) or face to face interview
(if phone usage is insufficient)
General Information:
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Content of the study
TNS/Google (2014): Connected
Consumer Study – Results Portugal 5
(1) Device Ecosystems: Which devices are used for media consumption, in what
combination and which of them are connected to the Internet?
(2) Internet usage behavior: How intensively is the Internet used in general and how do
specific activities take place (e. g. online shopping, social networks or search engines)?
(3) Home Internet Connectivity: What sort of home internet connection do people mainly
use? How are tablets & smartphones connected at home?
(4) Relevance of traditional media: How is TV used today and how relevant are new
technologies, such as “Smart TV“?
(5) Technology Attitudes: How do people perceive new opportunities that are provided by
the Internet?
(6) User Profiles: How can users of different online services be characterized?
What? Research areas and questions:
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Where?
TNS/Google (2014): Connected
Consumer Study – Results Portugal 6
Global scale: 57 countries
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Device Ecosystem Which devices are used in what combination?
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Consumer Study – Results Portugal 7
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In average 2.1 Internet enabled devices are used
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Consumer Study – Results Portugal 8
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
Average number of Internet enabled devices used per adult (2012 – 2014)*
*Devices in this category: PC, Laptop/Notebook, Webbook/Netbook, Tablet, Smartphone
1.3
1.7
2.1
0
1
2
3
2012 2013 2014
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Google Confidential and Proprietary
44% use a smartphone, 23% use a tablet
TNS/Google (2014): Connected
Consumer Study – Results Portugal 9
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
Usage rates of Internet enabled devices (2011 – 2014)
*Including PC, Laptop, Note-, Net-, Webbook
69%
18%
6%
65%
32%
9%
71%
44%
23%
PC Category* Smartphone Tablet
2011 2012 2013 2014
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11% use a portable media player, 3% use an eReader
TNS/Google (2014): Connected
Consumer Study – Results Portugal 10
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
Usage rates of other devices (2011 – 2014)
10% 13%
1% 9% 9%
2% 11% 9%
3%
MP3 / portable media player Handheld gaming device eReader
2011 2012 2013 2014
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Slight growth of PC usage only in older age groups
TNS/Google (2014): Connected
Consumer Study – Results Portugal 11
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
PC Category usage by age group (2012 vs. 2014)
98%
92%
83%
67%
51%
26%
94% 95%
86%
74%
57%
31%
0%
20%
40%
60%
80%
100%
16-24 25-34 35-44 45-54 55-64 65+
2012 2014
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Desktop PC usage decreases in all age groups
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Consumer Study – Results Portugal 12
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
Desktop PC usage by age group (2012 vs. 2014)
49%
40% 41% 42%
28%
14%
45%
29% 34%
39%
23%
11%
0%
20%
40%
60%
80%
100%
16-24 25-34 35-44 45-54 55-64 65+
2012 2014
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Usage of laptop PCs increases in most age groups
TNS/Google (2014): Connected
Consumer Study – Results Portugal 13
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
Laptop PC usage by age group (2012 vs. 2014)
84% 83%
75%
57%
42%
19%
83% 86%
74%
63%
43%
25%
0%
20%
40%
60%
80%
100%
16-24 25-34 35-44 45-54 55-64 65+
2012 2014
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Smartphone usage increases in all age groups
TNS/Google (2014): Connected
Consumer Study – Results Portugal 14
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
Smartphone usage by age group (2012 vs. 2014)
27% 28% 27%
13%
6% 6%
69%
62% 57%
40%
32%
15%
0%
20%
40%
60%
80%
100%
16-24 25-34 35-44 45-54 55-64 65+
2012 2014
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Tablet usage increases in all age groups
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Consumer Study – Results Portugal 15
Tablet usage by age group (2012 vs. 2014)
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
7% 8% 6% 8% 3% 2%
33% 38% 37%
18%
11%
4% 0%
20%
40%
60%
80%
100%
16-24 25-34 35-44 45-54 55-64 65+
2012 2014
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46% use devices from at least two categories
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Consumer Study – Results Portugal 16
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
Distribution of different screen user types*
24% 24% 24% 24%
100%
30% 30% 30% 30%
30% 30% 30% 30%
16% 16% 16%
0%
20%
40%
60%
80%
100%
Offliner 1-Screener 2-Screener 3-Screener* Total
*Definition: 3-Screener at least use one PC and one Smartphone and one Tablet, 2- and
1-Screener use devices from two categories or rather one category.
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46% use devices from at least two categories
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Consumer Study – Results Portugal 17
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
Distribution of different screen user types*
At least 1-Screener:
76%
At least 2-Screener:
46%
At least 3-Screener:
16%
*Definition: 3-Screener at least use one PC and one Smartphone and one Tablet, 2- and
1-Screener use devices from two categories or rather one category.
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16% use a PC and a smartphone and a tablet
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Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n=1,000
PC/ Laptops/Webbooks
Tablets
1% Total: 23% Total: 44%
Total: 71%
Smartphones
6% 16%
24%
1%
25%
4%
Multiscreening: Device usage overlap
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Internet Usage Behavior How frequently is the Internet used in general and for specific
activities?
TNS/Google (2014): Connected
Consumer Study – Results Portugal 19
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68% are online
TNS/Google (2014): Connected
Consumer Study – Results Portugal 20
Q6: How often do you access the Internet for personal reasons?
Base (weighted): all respondents, n= 1,000
Online usage by age group
96% 96%
83%
67%
53%
27%
0%
20%
40%
60%
80%
100%
16-24 25-34 35-44 45-54 55-64 65+
Ø 68%
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71% of all smartphone users are online daily with their device
TNS/Google (2014): Connected
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Q16_1-_4: Frequency of Internet usage for personal reasons per device
Category
Base (weighted): online users on PC, n= 637; online users on
smartphone, n= 301; online users on tablet, n= 187
Daily Internet usage for personal reasons by device
71% 71% 58%
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16% go online with a PC and a smartphone and a tablet
TNS/Google (2014): Connected
Consumer Study – Results Germany 22
Q16_1-_4: Frequency of Internet usage for personal reasons per device
Category
Base (weighted): online users on PC, n=629; online users on smartphone,
n=296; online users on tablet, n=185
PC/ Laptops/Webbooks
Tablets
1% Total: 28%
Total: 45%
Total: 96%
Smartphones
10% 16%
27%
1%
43%
1%
Internet usage by device
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9% use the Internet more frequently on a smartphone than on a computer
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Q16_1-_4: Frequency of Internet usage for personal reasons per device
Category
Base (weighted): online users on PC or smartphone or tablet, n=654
Internet usage for personal reasons by device
9%
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1% use the Internet only on a smartphone
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Q16_1-_4: Frequency of Internet usage for personal reasons per device
Category
Base (weighted): online users on PC or smartphone or tablet, n=654
Internet usage for personal reasons by device
1%
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26% purchase online, 73% use online video
TNS/Google (2014): Connected
Consumer Study – Results Portugal 25
Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons
per device Category
Base (weighted): online users, n=681
See full list of items in local language here.
Online activities (at least once a month)
92% 84% 83%
77% 75% 73% 65% 63% 61% 58% 57%
0%
20%
40%
60%
80%
100%
check myemails
check news,sports and
weather
use searchengines
visit socialnetworks
look forproduct
informationonline
watch videocontent
check maps& directions
listen tomusic online
writecomments
use chats /instant
messaging
read blogs /reviews
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63% listen to music online, 38% do online gaming
TNS/Google (2014): Connected
Consumer Study – Results Portugal 26
Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons
per device Category
Base (weighted): online users, n=681
See full list of items in local language here.
Online activities (at least once a month)
55% 47%
43% 43% 41% 39% 38% 37%
26% 25%
0%
20%
40%
60%
80%
100%
use calendar usetranslationservices
online banking use pricecomparison
sites
visit onlineforums
manage/editphotos online
do onlinegaming
do videotelephony /
onlinetelephony
purchasethings online
writeblogs/reviews
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44% 39% 61%
4% 5% 9%
52% 56% 31%
61% use their tablet for private reasons only
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Q14N_1 - _4: For which of the following purposes do you use […]?
Base (weighted): PC category users with online access, n=690;
smartphone users with online access, n=327; tablet users with online
access, n=209
Device usage for personal and work reasons
Work Only
Private Only
&
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19% purchase online on their smartphone
TNS/Google (2014): Connected
Consumer Study – Results Germany 28
QIA1_1/QIA1_3: For which of the following purposes do you use […]?
Base (weighted): online smartphone users and PC users, n=288; online
PC users and smartphone users, n=367
See full list of items in local language here.
Internet activities on PC and smartphone*
PC use
Sm
art
phone u
se
*Activities below the line are more used on PC, above more on smartphones
Search Engines Social Networks
Games
Online Video
Purchase Online
Product Research
Online Banking
News/ Sports/ Weather
Maps/ Navigation
Calendar
Translation
Music
Edit Photos
Video/ Online Telephony Cloud Services
Read Blogs/ Reviews
Price Comparison
Write Blogs/Reviews
Write Comments
Chat
Online Forums
0%
50%
100%
0% 50% 100%
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53% of smartphone usage takes place out of home
TNS/Google (2014): Connected
Consumer Study – Results Portugal 29
Q19_1-_4: How much of your [DEVICE] usage occurs at places outside of
your home e.g. at work, commuting or traveling? ; Base (weighted): Non-
PC users, n=610, smartphone users, n=415; tablet users, n=230
Share of device usage out of home
22% 53% 32%
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82% 81%
69% 66%
47% 46%
26% 22% 18% 18% 12%
0%
20%
40%
60%
80%
100%
Facebook GoogleNET
YouTube* GoogleSearch
Skype GoogleMaps
Google + GooglePlay
ebay AppleStore, e.g.
iTunesStore, App
Store
GoogleNews
69% use YouTube at least once a month
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QIA 2_1-_4, aggregated: Frequency of site visits for personal reasons per
device category; Base (weighted): online users, n=681
See full list of items in local language here.
Usage of online products / services (at least once a month)
*YouTube users that use Online Video
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12% 11% 11% 8% 6%
0%
20%
40%
60%
80%
100%
Google Drive Amazon Google Docs /Spreadsheats
Yahoo! Google Hangout
6% use Google Hangout at least once a month
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QIA 2_1-_4, aggregated: Frequency of site visits for personal reasons per
device category; Base (weighted): online users, n=681
See full list of items in local language here.
Usage of other Google products (at least once a month)
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Social networks are more likely to be used on a smartphone
TNS/Google (2014): Connected
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QIA 2_1/_3: Frequency of site visits for personal reasons per device
category; Base (weighted): online smartphone users and PC users,
n=288; online PC users and smartphone users, n=367;
See full list of items in local language here.
Product usage on PC and smartphone*
PC use
Sm
art
phone u
se
*Products below the line are more used on PC, above more on smartphones
YouTube
Google NET Facebook
Amazon
Google +
Google Play
Google Hangout Google News
Google Maps
Google Drive Google Docs / Spreadsheats
ebay
Skype
Apple Store, e.g. iTunes Store, App Store
Google Search
0%
50%
100%
0% 50% 100%
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Home Internet Connectivity What sort of Internet connections do people have / use?
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21%
51%
6%
11%
11%
78% connect via broadband
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Q10: What type of internet connection is your main internet connection at
home?
Base (weighted): online users, n=681
Fixed-line broadband
connection via DSL
(e.g. ADSL, VDSL or XDSL)
Fixed-line broadband
connection via TV cable
Other fixed-line broadband
connection
Fixed-line dial-up connection
via standard analog or
ISDN telephone line
Mobile data connection (eg
UMTS/3G/4G/LTE) via
mobile network provider
Main Internet connection @ home
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85% of all broadband users connect via wireless
TNS/Google (2014): Connected
Consumer Study – Results Portugal 35
Q11: Do you have a Wifi network or Wireless LAN (WLAN) at home, so
that you can connect enabled electronic devices wirelessly to your home
network or the Internet?
Base (weighted): Base (weighted): online users / broadband users, n=473
85%
Wifi/WLAN @ home
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88% of all tablet users connect via Wifi
TNS/Google (2014): Connected
Consumer Study – Results Portugal 36
Q11: Do you have a Wifi network or Wireless LAN (WLAN) at home, (…)?
Base (weighted): online users on smartphone, n=312; online users on
tablet, n=190
Wifi / mobile network usage at home by device
78% 88%
56% 20%
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Relevance of traditional media How is TV used today and how relevant are new
technologies, such as “Smart TV“?
TNS/Google (2014): Connected
Consumer Study – Results Portugal 37
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93% use “regular“ TV
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Consumer Study – Results Portugal 38
QTV2: Television programs can be watched in a variety of different ways,
thinking about the last month have you watched TV programmes…
Base (weighted): TV users, n=970
Recorded TV
program
19%
TV content
streamed
online
18%
Regular TV
93%
Way of watching TV programs
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9%
18%
24%
55%
9% watch TV via satellite
TNS/Google (2014): Connected
Consumer Study – Results Portugal 39
QTV1: How do you receive the TV signal in your home?
Base (weighted): TV users, n=970
Via satellite
via a TV-cable service
via a terrestrial broadcast signal
TV signal reception @ home
Via IPTV service
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15% have an Internet enabled TV
TNS/Google (2013/2014): Connected
Consumer Study – Results Portugal 40
QTV5: Is one or more TV sets in your home Internet enabled?
Base (weighted): TV users, n=970
15%
Internet enabled TV sets at home
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49% use Internet services on their Internet enabled TV
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QTV6b: Thinking about the past month – how often did you use Internet
services, e.g. browsing websites, on your Internet enabled TV?
Base (weighted): “Smart TV“ owner, n= 147
Usage of Internet services on Internet enabled TV last month
49%
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50% of all TV & online users connect to the Internet while watching TV
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50% 50%
QTV4c_1: And during the time you were watching TV in the past month, did
you go online through another device (e.g. computer, smartphone, tablet)?
Base (weighted): TV&Online Users, n=602 / 3-Screener, n=137
69%
31%
TV & online users* 3-Screener**
Simultaneous online usage while watching „regular“ TV
*TV & Online users: TV Users who also use the Internet for personal reasons regardless of the number of devices they use
**3-Screener: TV Users who also use the Internet for personal reasons and use at least three Internet enabled devices
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If present, PCs are used most often to go online while watching TV
70%
35%
20%
58% 54% 48%
0%
20%
40%
60%
80%
100%
PC Smartphone Tablet
TV & online users 3-Screener & TV & online users*
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Parallel device usage while watching TV
QTV4d: When you think about the last time you were using the Internet while
you were watching TV (…). Which of the following devices did you use for
going online in this situation?;
Base (weighted): TV&Online Users, n=602 / 3-Screener, n=137
*TV & Online users: TV Users who also use the Internet for personal reasons regardless of the number of devices they use
**3-Screener: TV Users who also use the Internet for personal reasons and use at least three Internet enabled devices
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Most PC users multiscreen while watching TV
TNS/Google (2014): Connected
Consumer Study – Results Portugal 44
Last time when using the Internet and watching TV at the same time…
QTV4d: When you think about the last time you were using the Internet while
you were watching TV (…). Which of the following devices did you use for
going online in this situation?
Base (weighted): „regular“ TV users who also use the Internet for personal
reasons, with PC: n=342, with smartphone: n=242, with tablet: n=147
49% of all smartphone
users have used
their smartphone* *
48% of all tablet users
have used their
tablet***
72% of all PC users have
used their PC*
*Base: PC users
**Base: smartphone users
**Base: tablet: users
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92% of all parallel Internet usage is not related to the TV program
45 QTV4e: Still thinking about the last time you were using the Internet while you
were watching TV (…): What you were doing online in this situation – was this
related in any way to the TV program you were watching in parallel?
Bases (weighted): „regular“ TV users who also use the Internet for personal
reasons, n=602
Parallel Internet usage while watching TV – Program related usage
TNS/Google (2014): Connected
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Technology Attitudes How do people perceive new opportunities that are
provided by the Internet?
TNS/Google (2014): Connected
Consumer Study – Results Portugal 46
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41% see themselves as technologically advanced
TNS/Google (2014): Connected
Consumer Study – Results Portugal 47
Technology attitudes of online users (1)
QTAS1: To what extent do you agree or disagree with the following
statements?
Base (weighted): online users, n=681
Top-2-Boxes : Strongly Agree / Agree
64% 60%
44% 47% 47%
54%
37% 36%
45%
33% 40%
63%
29% 28%
51%
19% 23%
50%
I see myself as beingtechnologically advanced
I am often showing other peoplehow to do things online
New technologies offermore opportunities than risks
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +
Total: 41% Total: 41% Total: 51%
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13% prefer to buy things online
TNS/Google (2014): Connected
Consumer Study – Results Portugal 48
Technology attitudes of online users (2)
QTAS1: To what extent do you agree or disagree with the following
statements?
Base (weighted): online users, n=681
Top-2-Boxes : Strongly Agree / Agree
48%
83%
19%
70%
41%
83%
21%
74%
29%
77%
8%
72%
32%
77%
8%
70%
17%
70%
5%
63%
24%
60%
7%
65%
I often postcontent online
When I need information, the firstplace I look is the Internet
I prefer tobuy things online
Using the Internet isfun to me
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +
Total: 34% Total: 77% Total: 13% Total: 70%
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64% prefer to do things digitally
TNS/Google (2014): Connected
Consumer Study – Results Portugal 49
Technology attitudes of online users (3)
QTAS1: To what extent do you agree or disagree with the following
statements?
Base (weighted): online users, n=681
Top-2-Boxes : Strongly Agree / Agree
58%
81%
65% 59%
81%
66% 58%
87%
59% 62%
79%
67% 59%
87%
61%
46%
79%
59%
The Internet helps me to stay in touchwith more people than by phone or seeing
them in person
Computer and internet skills are keyqualifications
in almost every profession
If I have the opportunity to do a task digitally, Iprefer doing it that way
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +
Total: 58% Total: 82% Total: 64%
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Total: 94% care about data protection
TNS/Google (2014): Connected
Consumer Study – Results Portugal 50
Technology attitudes of online users (4)
QTAS1: To what extent do you agree or disagree with the following
statements?
Base (weighted): online users, n=681
Top-2-Boxes : Strongly Agree / Agree
60%
91%
42%
95%
39%
98%
33%
93%
33%
94%
24%
90%
I trust that my personal informationis not being misused on the Internet
Data privacy and data protectionare very important to me personally
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +
Total: 40% Total: 94%
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70% say that smartphones are useful
TNS/Google (2014): Connected
Consumer Study – Results Portugal 51
QUTAUTa _1-_3, QUTAUTb _1-_3: Acceptance and use of smartphones
Base (weighted): all respondents, n=1,000
Attitudes towards smartphones
53% say that they intend to use
smartphones in the future 70% say that smartphones are
useful
51% say that using
smartphones is fun
21% say that smartphones are
reasonably priced
33% say that “people who are
important to me think that I
should use a smartphones ”
32% say that smartphones are
easy to use
SLIDE
Google Confidential and Proprietary
36% say that tablets are easy to use
TNS/Google (2014): Connected
Consumer Study – Results Portugal 52
QUTAUTa _1-_3, QUTAUTb _1-_3: Acceptance and use of tablets
Base (weighted): all respondents, n=1,000
Attitudes towards tablets
52% say that they intend to use
tablet in the future
76% say that tablets are useful
59% say that using tablets is
fun
32% say that tablets are
reasonably priced
32% say that “people who are
important to me think that I
should use a tablet”
36% say that tablets are easy to use
SLIDE
Google Confidential and Proprietary
User Profiles
How can users of different online services be
characterized?
TNS/Google (2014): Connected
Consumer Study – Results Portugal 53
SLIDE
Google Confidential and Proprietary
82% watch video
content online
Multiscreen Users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 54
Base (weighted): Users of internet enabled devices from at least 2
categories (PC category, smartphone, tablet)
Other activities and products: usage at least once a month
45% 55%
45% have kids
47% are aged between 16 and 34 years
€ 33%
have a high income
26% have a high education
87% use a smartphone
49% use a tablet
98% use a PC
Ø 3.7 internet enabled
devices
16% use a handheld
game device
4% use an
eReader
69% listen to
music online use 85%
24% use
use 13%
use 23%
91% use a
regular TV
84% use social networks
31% use
use 31% 90% use
43% do online gaming
33% purchase
online
SLIDE
Google Confidential and Proprietary
Online Video Users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 55
Base (weighted): online video users (at least once a month)
Other activities and products: usage at least once a month
23%
75% listen to
music online use 87%
use
use 14%
use 23% 85% use social networks
use 32%
94% use
33% purchase
online
44% 56%
45% have kids
51% are aged between 16 and 34 years
€ 32%
have a high income
25% have a high education
66% use a smartphone
38% use a tablet
98% use a PC
Ø 3.2 internet enabled
devices
15% use a handheld
game device
4% use an
eReader
91% use a
regular TV
27% use
44% do online gaming
SLIDE
Google Confidential and Proprietary
Social Network Users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 56
Base (weighted): social network users (at least once a month)
Other activities and products: usage at least once a month
70% listen to
music online use 97%
20% use
use 13%
use 20%
use 29%
89% use
28% purchase
online
49% 51%
47% have kids
49% are aged between 16 and 34 years
€ 28%
have a high income
24% have a high education
65% use a smartphone
37% use a tablet
98% use a PC
Ø 3.1 internet enabled
devices
16% use a handheld
game device
3% use an
eReader
92% use a
regular TV
26% use
45% do online gaming
81% watch video
content online
SLIDE
Google Confidential and Proprietary
Online Game Users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 57
Base (weighted): online game users (at least once a month)
Other activities and products: usage at least once a month
79% listen to
music online use 93%
24% use
use 15%
use 25%
use 35%
93% use
33% purchase
online
49% 51%
46% have kids
54% are aged between 16 and 34 years
€ 25%
have a high income
18% have a high education
66% use a smartphone
43% use a tablet
99% use a PC
Ø 3.3 internet enabled
devices
20% use a handheld
game device
3% use an
eReader
90% use a
regular TV
30% use
86% watch video
content online
91% use social networks
SLIDE
Google Confidential and Proprietary
Online Banking Users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 58
Base (weighted): online banking users (at least once a month)
Other activities and products: usage at least once a month
66% listen to
music online use 83%
25% use
use 16%
use 27%
use 38%
89% use
45% 55%
46% have kids
58% are aged between 25 and 44 years
€ 40%
have a high income
32% have a high education
69% use a smartphone
45% use a tablet
99% use a PC
Ø 3.4 internet enabled
devices
14% use a handheld
game device
5% use an
eReader
93% use a
regular TV
29% use 84%
use social networks
84% watch video
content online
45% do online gaming
41% purchase
online
SLIDE
Google Confidential and Proprietary
Online Shopper ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 59
Base (weighted): online shoppers (at least once a month)
Other activities and products: usage at least once a month TNS/Google (2014): Connected
Consumer Study – Results Portugal 59
Base (weighted): online video users (at least once a month)
Other activities and products: usage at least once a month
78% listen to
music online use 85%
32% use
use 26%
use 42%
use 40%
96% use
44% 56%
46% have kids
55% are aged between 16 and 34 years
€ 42%
have a high income
36% have a high education
78% use a smartphone
51% use a tablet
99% use a PC
Ø 4.0 internet enabled
devices
20% use a handheld
game device
8% use an
eReader
91% use a
regular TV
35% use 84%
use social networks
95% watch video
content online
49% do online gaming
SLIDE
Google Confidential and Proprietary
Searcher for Online Product Information...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 60
Base (weighted): online searchers (at least once a month)
Other activities and products: usage at least once a month
72% listen to
music online use 85%
23% use
use 15%
use 23%
use 31%
89% use
46% 54%
46% have kids
52% are aged between 25 and 44 years
€ 32%
have a high income
27% have a high education
64% use a smartphone
38% use a tablet
98% use a PC
Ø 3.2 internet enabled
devices
15% use a handheld
game device
4% use an
eReader
92% use a
regular TV
27% use 83%
use social networks
83% watch video
content online
42% do online gaming
33% purchase
online
SLIDE
Google Confidential and Proprietary
Google users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal
Base (weighted): Google users (at least once a month)
Other activities and products: usage at least once a month
67% listen to
music online use 83%
20% use
use 13%
use 21%
use 32%
88% use
45% 55%
43% have kids
45% are aged between 16 and 34 years
€ 31%
have a high income
28% have a high education
64% use a smartphone
36% use a tablet
98% use a PC
Ø 3.2 internet enabled
devices
15% use a handheld
game device
5% use an
eReader
92% use a
regular TV
27% use 82%
use social networks
80% watch video
content online
42% do online gaming
30% purchase
online
SLIDE
Google Confidential and Proprietary
YouTube users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 62
Base (weighted): YouTube users (at least once a month)
Other activities and products: usage at least once a month
73% listen to
music online use 88%
22% use
use 13%
use 22%
use 31%
47% 53%
47% have kids
50% are aged between 16 and 34 years
€ 30%
have a high income
25% have a high education
65% use a smartphone
38% use a tablet
98% use a PC
Ø 3.2 internet enabled
devices
16% use a handheld
game device
4% use an
eReader
91% use a
regular TV
26% use 84%
use social networks
43% do online gaming
30% purchase
online
SLIDE
Google Confidential and Proprietary
Google PLAY users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 63
Base (weighted): Google Play users (at least once / month)
Other activities and products: usage at least once a month
91% watch video
content online
77% listen to
music online use 88%
29% use
use 22%
use 34% 91% use social networks
use 55%
97% use
52% do online gaming
42% purchase
online
41% 59%
44% have kids
28% are aged between 16 and 24 years
€ 35%
have a high income
23% have a high education
86% use a smartphone
51% use a tablet
97% use a PC
Ø 3.9 internet enabled
devices
20% use a handheld
game device
7% use an
eReader
91% use a
regular TV
SLIDE
Google Confidential and Proprietary
Google+ users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 64
Base (weighted): Google+ users (at least once / month)
Other activities and products: usage at least once a month
86% use social networks
80% listen to
music online use 86%
26% use
use 18%
use 30% 95% use
49% 51%
46% have kids
46% are aged between 16 and 34 years
€ 37%
have a high income
31% have a high education
71% use a smartphone
43% use a tablet
97% use a PC
Ø 3.6 internet enabled
devices
20% use a handheld
game device
6% use an
eReader
88% use a
regular TV
45% use
88% watch video
content online
51% do online gaming
39% purchase
online
SLIDE
Google Confidential and Proprietary
Google Maps users ...
TNS/Google (2014): Connected
Consumer Study – Results Portugal 65
Base (weighted): Google Maps users (at least once / month)
Other activities and products: usage at least once a month
76% listen to
music online use 84%
27% use
use 20%
use 32%
use 35%
94% use
41% 59%
43% have kids
53% are aged between 16 and 34 years
€ 38%
have a high income
35% have a high education
71% use a smartphone
44% use a tablet
99% use a PC
Ø 3.6 internet enabled
devices
17% use a handheld
game device
6% use an
eReader
92% use a
regular TV
32% use
85% use social networks
90% watch video
content online
45% do online gaming
42% purchase
online
SLIDE
CONTACTS:
THANK YOU!
Google Confidential and Proprietary
Title updated in Header&Footer 66
SLIDE
Google Confidential and Proprietary
TNS/Google (2014): Connected
Consumer Study – Results Portugal 67
Internet activities: full list of items
English version
use search engines
visit social networks
do online gaming
watch video content
purchase products or services online
check my emails
look for product information online
online banking
check news, sports and weather
check maps & directions
use calendar
use translation services
listen to music online
manage/edit photos online
do video telephony / online telephony
use cloud services, e.g. store/edit data or documents online
read blogs / reviews
use price comparison sites
write blogs/reviews
write comments
use chats / instant messaging
visit online forums
SLIDE
Google Confidential and Proprietary
12%
18%
18%
17%
14%
21%
52%
48%
23%
61%
16%
0% 50% 100%
TNS/Google (2014): Connected
Consumer Study – Results Portugal 68
Base (weighted): all respondents, n=1,000
Sample characteristics (all respondents) A
ge
G
en
der
Ed
uca
tio
n
Ho
us
eh
old
Siz
e
Em
plo
ym
en
t
16 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 +
female
male
Low
Medium
High
13%
30%
27%
22%
7%
1%
37%
10%
52%
1%
0% 50% 100%
1 person (only me)
2 persons
3 persons
4 persons
5 or more persons
No answer
employed position
self-employed position
no paid work
No answer
On
lin
e U
sa
ge
54%
7%
3%
2%
1%
1%
31%
1%
0%
0% 50% 100%
Daily
2-6 times a week
Once a week
2-3 times a month
Once a month
Less than once a month
Never
DK
No answer
SLIDE
Google Confidential and Proprietary
TNS/Google (2014): Connected
Consumer Study – Results Portugal 69
Base (weighted): online users (daily – less), n=681
Sample characteristics (online users)
17%
25%
22%
16%
11%
9%
47%
53%
7%
70%
23%
0% 50% 100%
Ag
e
Ge
nd
er
Ed
uca
tio
n
16 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 +
female
male
Low
Medium
High
Ho
us
eh
old
Siz
e
Em
plo
ym
en
t
10%
25%
30%
27%
8%
0%
46%
12%
41%
1%
0% 50% 100%
1 person (only me)
2 persons
3 persons
4 persons
5 or more persons
No answer
employed position
self-employed position
no paid work
No answer