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SLIDE Google Confidential and Proprietary Connected Consumer Study 2014 Results for Portugal TNS/Google (2014): Connected Consumer Study Results Portugal 1

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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 #consumertrends

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Page 1: Consumer Connected Study 2014 - Results for Portugal - Google

SLIDE

Google Confidential and Proprietary

Connected Consumer Study 2014 Results for Portugal

TNS/Google (2014): Connected

Consumer Study – Results Portugal 1

Page 2: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 3: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

Objectives, Content and Methodology

TNS/Google (2014): Connected

Consumer Study – Results Portugal 3

Page 4: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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:

Page 5: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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:

Page 6: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

Where?

TNS/Google (2014): Connected

Consumer Study – Results Portugal 6

Global scale: 57 countries

Page 7: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

Device Ecosystem Which devices are used in what combination?

TNS/Google (2014): Connected

Consumer Study – Results Portugal 7

Page 8: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

In average 2.1 Internet enabled devices are used

TNS/Google (2014): Connected

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

Page 9: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 10: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

Page 11: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

Page 12: Consumer Connected Study 2014 - Results for Portugal - Google

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Desktop PC usage decreases in all age groups

TNS/Google (2014): Connected

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

Page 13: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

Page 14: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

Page 15: Consumer Connected Study 2014 - Results for Portugal - Google

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Tablet usage increases in all age groups

TNS/Google (2014): Connected

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

Page 16: Consumer Connected Study 2014 - Results for Portugal - Google

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46% use devices from at least two categories

TNS/Google (2014): Connected

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.

Page 17: Consumer Connected Study 2014 - Results for Portugal - Google

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46% use devices from at least two categories

TNS/Google (2014): Connected

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.

Page 18: Consumer Connected Study 2014 - Results for Portugal - Google

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16% use a PC and a smartphone and a tablet

TNS/Google (2014): Connected

Consumer Study – Results Portugal 18

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

Page 19: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 20: Consumer Connected Study 2014 - Results for Portugal - Google

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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%

Page 21: Consumer Connected Study 2014 - Results for Portugal - Google

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71% of all smartphone users are online daily with their device

TNS/Google (2014): Connected

Consumer Study – Results Portugal 21

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%

Page 22: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

Page 23: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

9% use the Internet more frequently on a smartphone than on a computer

TNS/Google (2014): Connected

Consumer Study – Results Portugal 23

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%

Page 24: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

1% use the Internet only on a smartphone

TNS/Google (2014): Connected

Consumer Study – Results Portugal 24

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%

Page 25: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

Page 26: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 27: Consumer Connected Study 2014 - Results for Portugal - Google

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44% 39% 61%

4% 5% 9%

52% 56% 31%

61% use their tablet for private reasons only

TNS/Google (2014): Connected

Consumer Study – Results Portugal 27

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

&

Page 28: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

Email

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%

Page 29: Consumer Connected Study 2014 - Results for Portugal - Google

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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%

Page 30: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

TNS/Google (2014): Connected

Consumer Study – Results Portugal 30

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

Page 31: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

TNS/Google (2014): Connected

Consumer Study – Results Portugal 31

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)

Page 32: Consumer Connected Study 2014 - Results for Portugal - Google

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Social networks are more likely to be used on a smartphone

TNS/Google (2014): Connected

Consumer Study – Results Portugal 32

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%

Page 33: Consumer Connected Study 2014 - Results for Portugal - Google

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Home Internet Connectivity What sort of Internet connections do people have / use?

TNS/Google (2014): Connected

Consumer Study – Results Portugal 33

Page 34: Consumer Connected Study 2014 - Results for Portugal - Google

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21%

51%

6%

11%

11%

78% connect via broadband

TNS/Google (2014): Connected

Consumer Study – Results Portugal 34

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

Page 35: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 36: Consumer Connected Study 2014 - Results for Portugal - Google

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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%

Page 37: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 38: Consumer Connected Study 2014 - Results for Portugal - Google

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93% use “regular“ TV

TNS/Google (2014): Connected

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

Page 39: Consumer Connected Study 2014 - Results for Portugal - Google

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Google Confidential and Proprietary

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

Page 40: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 41: Consumer Connected Study 2014 - Results for Portugal - Google

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49% use Internet services on their Internet enabled TV

TNS/Google (2014): Connected

Consumer Study – Results Portugal 41

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%

Page 42: Consumer Connected Study 2014 - Results for Portugal - Google

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50% of all TV & online users connect to the Internet while watching TV

TNS/Google (2014): Connected

Consumer Study – Results Portugal 42

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

Page 43: Consumer Connected Study 2014 - Results for Portugal - Google

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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*

TNS/Google (2014): Connected

Consumer Study – Results Portugal 43

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

Page 44: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 45: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Consumer Study – Results Portugal

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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

Page 47: Consumer Connected Study 2014 - Results for Portugal - Google

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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%

Page 48: Consumer Connected Study 2014 - Results for Portugal - Google

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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%

Page 50: Consumer Connected Study 2014 - Results for Portugal - Google

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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

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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

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User Profiles

How can users of different online services be

characterized?

TNS/Google (2014): Connected

Consumer Study – Results Portugal 53

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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

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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

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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

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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

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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

Page 59: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 60: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 61: Consumer Connected Study 2014 - Results for Portugal - Google

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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

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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

Page 63: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 64: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 65: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 66: Consumer Connected Study 2014 - Results for Portugal - Google

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CONTACTS:

THANK YOU!

Google Confidential and Proprietary

[email protected]

Title updated in Header&Footer 66

Page 67: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 68: Consumer Connected Study 2014 - Results for Portugal - Google

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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

Page 69: Consumer Connected Study 2014 - Results for Portugal - Google

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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