Connected Life. Connected Life TNS

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1 2016

2 Exploring how connectivity is changing the lives of consumers across the planet; representing 90% of the online population 50 markets 60,500 consumers 2

3 The sample profile of regular weekly internet users in Sweden represents 91% of the market Internet penetration (weekly internet usage) bell curve for 48 markets Vietnam 50% 0% Internet penetration India 22% Sweden % UK 80% Sweden % Norway 92% 100% Internet penetration Users predominantly early adopters Users predominantly higher income Users now mainstream Users now close to total market, including late adopters Source : Google CCS Program For full methodology, see appendix 3

4 Global digital trends 1. For the first time, the majority of the world is now mobile-centric. Sweden is now mobile-centric too! 2. Consumption of video content has never been higher, but traditional broadcast models are increasingly under threat 3. We are moving towards larger, portable screens 4. We are constantly connected 5. The fragmentation of social media? 6. Increasing digital engagement drives polarization among Swedish internet users 4

5 Nigeria Indonesia South Africa Kenya Philippines Thailand Ghana Mexico Saudi Arabia UAE Turkey Colombia China Vietnam Hong Kong Malaysia Israel South Korea Singapore Italy Spain Taiwan Portugal Sweden Russia USA UK Switzerland Australia Slovakia Norway Austria Greece Netherlands Hungary Germany New Zealand France Denmark Belgium Canada Czech Republic Finland Japan For the first time, the majority of the world is now mobile-centric 1 Device centricity % time spent on mobile and tablet daily Mobile only Multi-Device Mobile-Centric Multi-Device PC-Centric 2014 D3. Time spent on devices/media/activities Base: Typical day 2014 Global (36,325) 2015 Global (41,635) 5

6 Sweden vs Global 1 Device ownership % Sweden 2015: Average number of devices owned* Feature phone Smartphone Tablet Laptop Desktop Global 2015: Average number of devices owned* Ownership Ownership + Intention to buy B1. Device ownership B2. Device purchase intention Base: Sweden 2015 (524) Global 2015 (62 992) *Devices owned include: feature phone, smartphone, tablet, laptop, desktop and gaming console 6

7 In Sweden we spend most of our time on mobile devices 1 Time spent on devices % Sweden Northern & Western Europe Global hrs/day hrs/day hrs/day Mobile Tablet PC/laptop B1. Device ownership D3. Time spent on devices/media/activities Base: All who had a typical day - Sweden (442) Northern and Western Europe (11 651) Global (46 442) 7

8 Globally, consumption of video content has never been higher 2 Daily TV and online video consumption % 16% 9% 7% 6% 62% Online TV (paid) Netflix (and others) Downloaded video PPV online movies 26% 27% 19% TV YouTube (and other global equivalents) Online TV (free) Social Video Broadcast On-Demand Co-incidental C1. Digital activities D1. Media consumption Base: Global (61,924) Typical day (46,442) 8

9 The world is moving towards larger, yet portable, screens 3 Large screen mobile (> 5 inches) and tablet adoption % Ownership Global Sweden > B1 Device ownership B5 Smartphone size among smartphone owners Base: 2015 Global (54 462) 2014 Global (49 302) 2015 Sweden (524) 2014 Sweden (2 013) 9

10 We are constantly connected 4 I use the internet constantly throughout the day Global Northern & Western Europe Sweden Men Women

11 Fragmenting the social landscape 5 Social fragmentation across markets USA Netherlands Sweden Norway Malaysia Avg. number of platforms used daily Top platforms Facebook YouTube WhatsApp Facebook Facebook YouTube Facebook YouTube WhatsApp Facebook Snapchat YouTube WeChat Instagram 11

12 Japan Finland Denmark Philippines Hungary New Zealand Greece Czech Republic Germany Switzerland Sweden France Austria Belgium Netherlands South Africa Slovakia Kenya UK Portugal Canada USA Turkey Norway Australia South Korea Vietnam Nigeria China Israel Indonesia Ghana Thailand Spain Taiwan Italy Russia Mexico Hong Kong Colombia UAE Singapore Saudi Arabia Malaysia Usage of social platforms is growing across the world 5 Fragmentation of social and IM platforms Average number of platforms used daily C2. Social/IM usage Base: Global 2015 (53,495) Global 2014 (49,302) 12

13 Hur användning av sociala medier hänger samman 5 Källa: ORVESTO Konsument 2015:3 13

14 Segmenteringsmodellen 6 14

15 Low Digital influence Low Digital influence High Digital influence High Digital influence -segmenten i Sverige 6 Segment split Sweden 2015 % Segment split Sweden 2014 % Observers Leaders Observers Leaders 18% 34% 20% 35% 32% 17% 27% 19% Functionals Connectors Functionals Connectors Low Social engagement High Social engagement Low Social engagement High Social engagement F1. Digital engagement F2. Social influence Base: Sweden 2015 (524) Sweden 2014 (2013) 15

16 MORE DIGITAL 6 LESS DIGITAL 16

17 Mediaanvändningen skiljer kraftigt mellan segmenten Mediaanvändning i minuter Functionals Connectors Observers Leaders 17

18 18

19 Tack! Madeleine Hjalmarsson Laura Macchi Morgan Sandström

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