yahoo! vertical study on connected devices

All roads lead to the web February 2012

Connected Devices

Source: Flickr.com; jessica.diamond

Did you know…? The study results at a glance

More than one in three online users

go online via smartphone

Almost 60 percent of internet users would rather give up sweets

than the internet

Source: Flickr.com; jenny downing

Currently, only 8 percent of the German online population use a tablet pc to go online. However, a further 56 percent are interested

in doing so in the future

19 percent of the German online population are

interested in using an internet enabled

fridge

85 percent of online users go online while watching TV; with one

in four doing this (almost) every time they

watch TV

Almost one in four people own an

internet enabled TV set. However, only 10 percent actually use

this function

64% of users aged 14 to 19 would rather give up sweets than using the internet

I would rather give up sweets than using the internet

14 to 19 years old: 64 %

Sometimes I even use the internet / check emails before having breakfast

Thinking about buying a

smartphone within the next 6

months: 66 %

Overall: 59 %


Overall: 47 %

Thinking about buying a smartphone within the next

6 months: 56 % Source: Flickr.com; jenny downing

The internet is not only used via computer / laptop anymore

Source: Yahoo! Research / Base: internet users in Germany

75 74

49 34 30

22 10 10 9 7 6 6 4 3 3

Computer / Desktop PC

Laptop / Netbook

Smartphone

Cell Phone (no Smartphone)

Games Console

Flatscreen TV

DVD / Blu-ray Player

Tablet PC (e.g. iPad, Samsung

Galaxy Tab)

MP3 Player

(Digital) Camera

PVR

WLAN Radio

E-reader (z.B. Kindle)

Camcorder

Semi Professional

Camera (SLR)

„Which of your devices could access the internet (no matter if mobile or at home)?“

Internet enabled devices (users who are aware of this function) In %

38

8

11

26

Smartphone

Cell phone (no smartphone)

Available, but I do not use it

I use it

Smartphones encourage users to access the mobile internet Internet access In % 78 %

of those who own a smartphone with

access to the internet use it to go online

24 %

of those who own a cell phone

with access to the internet use it to go online

This corresponds to

74 % of smartphone users overall

This corresponds to

13 % of cell phone users overall


Source: Yahoo! Research / Base: internet users in Germany

Smartphones encourage users to go online more often


Internet access on my cell phone enables me to use the internet more often

Smartphone owners who

spend a lot of time on the road*

68 %

Smartphone owners

51 %

*„I spend a lot of time on the road“ – Strongly agree / somehow agree

Having access to the mobile internet is one of the key selling points for smartphones

Source: Yahoo! Research / Base: internet users in Germany that are involved in the decision making process

33,5

40,4

40,9

41,5

42,3

45,1

45,6

46,0

47,5

65,2

67,6

75,8

GPS

WLAN connection

Operating system

Small and light

Brand

Quality of the camera

Touchscreen

Pleasant design

Access to the mobile internet

Reasonable price

Easy to use

Battery life

Selling points - smartphone In %

„Which features would be important to you when buying a smartphone?“


When accessing the mobile internet users expect the same content as on a pc


Smartphone owners:

76 %

Tablet pc owners:

85 %

If I access a website using the mobile internet I expect the same content I would get when accessing the internet via pc / laptop

Overall: 64 %

It annoys me if a website is not adjusted for mobile usage

Smartphone owners:

49 %

Overall: 36 %

Tablet pc owners:

58 %


8

Tablet PC (e.g. iPad, Samsung

Galaxy Tab)


I use it

Relatively low tablet pc penetration – however, almost every owner uses it to go online

Source: Yahoo! Research / Base: Internet users in Germany

Internet access In %

89 %

of those who own a tablet pc with access to the

internet use this function


High potential for tablet pcs – more than one out of two internet users are interested in using it in the future

38

8 10 3 5

13 8 5 3 5 5 2 2

27

56 40

36 30 17 20 20 21 17 14

12 11

Smartphone

Tablet PC

Flatscreen TV

E-Reader (e.g. Kindle)

WLAN Radio

Game Console

Cell Phone (no

Smartphone)

MP3 Player

PVR

DVD-/ Blu-Ray Player

(Digital) Camera

Semi Professional

Camera (SLR)

Camcorder

I am interested in using this in the future I am using this already

„How interested would you be in accessing the internet with the following devices?“ „Which of your devices could access the internet (no matter if mobile or at home)?“

Internet usage In %


Tablets are often used at home – therefore, WLAN connections are crucial

25,5 27,6

38,6 39,1

48,7 55,0 56,7 57,1 58,8 59,5 60,4

64,2 70,3

GPS

Quality of the camera

Brand

Pleasant design

Operating system

Display resolution

Reasonable price

Several connection facilities available

Access to the mobile internet

Display size

WLAN connection

Easy to use

Battery life

Selling points – tablet pc In %

„Which of the following features would be important to you when buying a tablet pc?“

Source: Yahoo! Research / Base: internet users in Germany that are involved in the decision making process

22 percent of the online population own an internet enabled TV set – however, only 10 % actually use it

10

12

Flatscreen TV


I use it



45 %

of internet users who own an

internet enabled TV set use this

function


87% prefer accessing the internet with their laptop or pc to going online with their TV set

I prefer accessing the internet via PC or Laptop to going online with my TV set



Own an internet

enabled TV set, but do not

use this function:

93 %

Overall: 87 %


Still: 40 % of online users are interested in going online with their TV set in the future

38

8 10 3 5

13 8 5 3 5 5 2 2

27

56 40

36 30 17 20 20 21 17 14

12 11

Smartphone

Tablet PC

Flatscreen TV


WLAN Radio

Game Console

Cell Phone (no

Smartphone)

MP3 Player

PVR

DVD / Blu-Ray Player

(Digital) Camera

Semi Professional

Camera (SLR)

Camcorder





85 % use the internet while watching TV; 25 % even do this (almost) every time they watch TV

7

18

26

20

14

15

Overall

Never

Rarely

Sometimes

Often

Almost always

Always

25%

85%

Internet usage while watching TV In %

„If you think about situations in which you are watching TV. How often do you usually use the internet (no matter with which device you are accessing it)?“

Source Flickr.com; jenny downing


38 % go online with their smartphone while watching TV

Source: Yahoo! Research / Base: participants who use the internet while watching TV

0,6

3,3

4,8

10,4

17,2

37,8

47,1

67,1

Others


MP3 Player

Tablet PC (e.g. iPad, Samsung Galaxy Tab)

Netbook

Cell Phone / Smartphone

Computer / Desktop PC

Laptop

Devices used to go online while watching TV In %

„Which devices have you used to go online while watching TV?“

Almost everyone owning a tablet pc uses it to go online while watching TV

Use the internet while watching TV



Smartphone owners:

92 %

Overall: 85 %

Tablet pc owners:

96 %

Use the internet (almost) every time they watch TV

Overall: 25 %

Smartphone owners:

28 %


Tablet pc owners:

33 %

Most common activity online while watching TV: Checking / writing emails

14,0

26,6

29,4

34,3

39,2

41,9

43,4

64,6

65,2

Take part in a online contest promoted on TV

Look up information on products advertised on TV

Visit a website that was promoted on TV

Look up information related to the TV program

Chat with friends

Avoid uninteresting TV program by going online

Avoid TV commercials by going online

TV is only running in the background

Write / check emails

Activities online while watching TV In %

„For which purposes have you used the internet while watching TV?“

Source: Yahoo! Research / Base: participants who use the internet while watching TV


Users are focused on their online activities while watching TV – The TV is only running in the background

19

Men: 62 %

Women: 68 %

Overall: 65 %

The TV is only running in the background


More than 40 % go online to avoid TV commercials

20

14 to 19 years old:

60 %


Avoid TV commercials by going online

Overall: 43%

Internet usage in the future: Some users are interested in going online with their kitchen equipment

„How interested would you be in using the following devices to go online? “

Washing Machine:

14 %

Fridge: 19 %

Microwave: 13 %

Kitchen Equipment

overall 22 %

Online users are even more interested in going online with their fridge than with their SLR

38

8 10 3 5

13 8 5 3 5 5 2 2

27

56 40

36 30 17 20 20 21 17 14 19 12 14 11 13

Smartphone

Tablet PC Flatscreen

TV


WLAN Radio

Game Console

Cell Phone (no Smartphone)

MP3 Player

PVR

DVD / Blu-Ray Player

(Digital) Camera

Fridge

Semi Professional

Camera (SLR)

Washing Machine

Camcorder

Microwave


„Which of your devices could access the internet (no matter if mobile or at home)?“; „How interested would you be in using the following devices to go online? “

Internet usage In %


Main results of this study Connected Devices – All roads lead to the web

- The internet is a crucial part of today‘s media usage. Almost 60 percent of German online users would rather give up sweets than using the internet

- It is not only possible to access the internet via pc or laptop: One in two online users own a smartphone and more than one in three of smartphone owners already accesses the internet on this device

- When accessing the mobile web online users expect the same content they could access using their pc or laptop. However, they want the mobile pages to be adjusted to their devices and the mobile usage situation

- Only 8 percent of the German online population access the internet with a tablet pc. However, a further 56 percent are interested in using it in the future.

- 22 percent of the German online population already own an internet enabled TV set. However, only 10 percent are actually using it. The majority of online users still prefers using the internet via computer / laptop

- It is more common amongst online users to go online while watching TV using a different device. 85 percent of online users are already doing this at least occasionally. With one in four using this (almost) every time they watch TV. In two out of three cases the TV is only running in the background while the user is concentrating on the things they do online

- Online users are interested in accessing the internet on their kitchen devices. 19 percent would find it interesting if their fridge could go online; 14 percent are interested in connecting their washing machine to the internet in order to install new washing programs

Study Profile

Field time 20th to 28th January 2012

Base German online population

Sample Online representative; n = 1,024

Recruiting Panel survey

Contact

[email protected]

yahoo! vertical study on connected devices

Technology

mobile internet users

online internet access

internet percent

internet useit

accessingthe internet

internet thinking

internet enabled devices

future internet usage