Connected Life New Zealand report for TVNZ. Connected Life TNS November 2015

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1 New Zealand report for TVNZ 2016

2 1 Introduction to Connected Life

3 Connected Life provides the world s most comprehensive view of the connected consumer, enabling the development of connection strategies for markets, targets and consumer segments 3

4 Exploring how connectivity is changing the lives of consumers across the planet; representing 90% of the online population 50 markets 60,500 consumers 4

5 Regular weekly internet users in represents 87% of the NZ market Internet penetration (weekly internet usage) bell curve for 48 markets Vietnam 50% In Connected Life, we survey year olds specifically 0% Internet penetration India 22% New Zealand % UK 80% New Zealand % 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 5

6 The full TVNZ report 6. Improve connected customer satisfaction Prioritise online service touchpoints Use / Use/consume Consume Access Access media 1. Benchmark consumer connectivity Assess device access and media migration 5. Activating for connected trade Identify online shoppers and barriers Buy Buy Consumer brand relationship Read & & watch 2. Improve touchpoint planning Assess targets digital hotspots 4. Influencing the connected shopper Prioritise research touchpoints Research Engage Engage & & share share 3. Drive engagement and advocacy Prioritise brand content platforms 6

7 For today 1 Introduction 2 Selected insights Device ecosystem Where media fits in Online video 3 Key out-takes 7

8 2 Selected insights

9 2.1 Device ecosystem

10 20% of our total day is spent on connected devices 20% of our day 10

11 We spend as much time on our connected devices as we did a year ago How much time do we spend on our online devices in a day? Average time spent on online devices Hours per day Sleep (recommended!) Rest of day On device

12 Nigeria Indonesia South Africa Kenya Philippines India Thailand Ghana Mexico Saudi Arabia UAE Turkey Colombia China Vietnam Hong Kong Malaysia Portugal Argentina Israel South Korea Singapore Italy Brazil Taiwan Spain Sweden Russia USA UK Australia Switzerland Slovakia Norway Austria Greece Netherlands Hungary Germany New Zealand France Denmark Belgium Canada Ukraine Czech Republic Finland Japan Globally speaking, New Zealand is a multi-device, PC-centric market Which devices do we spend more of our time on? Percent time spent on mobiles and tablets daily All markets Mobile only Multi-device mobile-centric Multi-device PC-centric 12

13 The device ecosystem for New Zealand is becoming more mobile-centric Penetration is up on last year Penetration is down on last year Smartphone Tablet Smart TV Fitness band Laptop Desktop Gaming console Feature phone Smart watch 13

14 Smart TV ownership will continue to rise How many of us own Smart TV? Are we looking to buy one? Device ownership & purchase intentions for Smart TV Total market 3 times as many people intend to purchase a smart TV than a normal one Of those intending to purchase, 75% will be first time smart TV buyers Smart TVs are third for emerging devices 14

15 Phablets have reinvigorated the smartphone category How many of us have smartphones? And phablets? Any screen size Screen >5 inches 15% growth 150% growth NA NA

16 apparently at the expense of tablets How many of us have smartphones? What about phablets? And tablets? Any screen size Screen >5 inches 15% growth 150% growth 8% growth NA NA

17 Our mobiles are ever present at our sides, except at dinner What devices do we use during the day? Reach of mobile, tablet, PC / laptop throughout the day Total market Mobile Tablet PC/laptop Primetime In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep 17

18 We spend just 11% of our day engaging with traditional media 11% of our day 18

19 which is down from a year ago by about minutes How much time do we spend on online devices, traditional media in a day? Average time spent on online devices, traditional media Hours per day Sleep (recommended!) Rest of day Trad. media On device = minute decline for media

20 For TV, time spent is down by about minutes on last year How much time do we spend on traditional media in a day? Average time spent on traditional media Hours per day Print Radio TV = 13% (15-20 min) decline for TV

21 TV remains the dominant media from late afternoon to evening What traditional media do we use during the day? Reach of TV, radio and print throughout the day Total market TV Radio Print Primetime In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep 21

22 TV also dominates over mobile at dinner and in the late evening What devices, media do we use during the day? Reach of mobile and TV throughout the day Total market TV Mobile Primetime In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep 22

23 but even those of us watching TV will have our devices by our sides before and after dinner a challenge or an opportunity? Are we doing other things when we re watching TV? Reach of TV and other devices at primetime dayparts Total market Total primetime Early evening During dinner Late evening Undivided TV attention Screen-stacking 23

24 People that screen stack while watching TV are mostly social networking, posing opportunities to engage consumers across platforms What else are we doing when watching TV? Reach of TV and online activities throughout the day TV viewers Social networking Online shopping Watching online videos Primetime In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep 24

25 Of all the ways to engage with brands, most people do so on Facebook How do we engage with brands online? Weekly participation with brands top five approaches Total market Read Read brand brand posts posts on on Facebook Read Read s from brands Visit Visit a brand a website Use Use a branded a mobile app Comment Comment or share or share brand brand posts posts on on Facebook 25

26 But a key challenge for brands is that ultimately, consumers are looking to engage with brands online for very functional reasons Why do we engage with brands online? Reasons for brand engagement Total market Connected Life 2014 Save money / get coupons 78% Save time 73% Make life easier 71% Access to product info 71% Access to a service 70% Exclusive products 68% Like the brand 66% Customer service / ask questions 66% Make life fun 50% Content worth sharing 45% Connect with others Impress others 22% 34% Functional Emotive 26

27 2.2 Online video

28 Given global trends, NZ is still a relatively heavy TV viewing market and our consumption of online video is about in line with the global average Time spent watching TV vs. online video Global, hrs/day Heavy TV Indonesia USA UK Hong Kong Greece Australia New Zealand Ukraine Light online videos, Light TV Light online videos, Heavy TV Heavy online videos, Light TV Kenya Heavy online videos, Heavy TV China Singapore Light TV Light online videos Heavy online videos 28

29 At the market level, TV is safe from online video in its key time slots What sources of video content do we use during the day? Reach of TV and online video throughout the day Total market TV Online video Primetime In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep 29

30 But for teens and young adults, usage of online video has taken over from TV at almost all day parts What sources of video content do we use during the day? Reach of TV and online video throughout the day All year olds TV Online video Primetime In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep 30

31 In fact, two thirds of all video content watched by year olds is now done online How much video viewing time do we spend online? Share of video time across online and TV Hours per day, by age Online video TV 54% 34% 53% 55% 64% 65% 46% 66% 47% 45% 36% 35% New Zealand

32 Watching video is the third most popular online activity behind communications and social networking What activities are we doing online? Weekly participation in activities Total market Communication Social networks Watching video Banking News Music & games s Instant messaging Accessing social networks Visiting blogs / forums Watching free TV, movies Watching video clips Internet banking Pay with mobile at POS Read news, sports, weather Streaming music / radio Play games on mobile / tablet Uploading own content Watching paid TV, movies Gaming on website / console Writing own blog 1st 2nd 3rd 4th 5th 6th 32

33 Most of us are engaging with short-form content on sites like YouTube and Facebook What kinds of video are we watching online? Weekly reach of online video formats Total market Free Video clips Video clips - free online videos Free online videos, e.g. YouTube Video clips Video clips - on social network On social network, e.g. Facebook TV TV shows/movies shows/movies - free to air TV online FTA TV online, e.g. on demand 71% do one of these weekly TV shows/movies - TV download shows/movies or stream through third party Download sources / stream via third party TV shows/movies TV shows/movies - from cable subscription provider From cable subscription provider 39% Paid TV shows/movies TV shows/movies - from online subscription service From online subscription service TV shows/movies TV shows/movies - rent or buy online one-time Rent or buy online one-time 28% 33

34 Teens and young adults are the most prolific consumers of all video types but they spend no more or less of their total online time on video than other age groups How much online time do we spend watching video? Share of online time spent on video Hours per day, by age Online video Other activities 65% 67% 72% 64% 63% 66% 35% 33% 28% 36% 37% 34% New Zealand

35 Where we lag other markets is on engagement with paid online video services What kinds of video are we watching online? Weekly reach of online video formats Total market Free Video clips Free online videos, e.g. YouTube Video clips On social network, e.g. Facebook TV shows/movies FTA TV online, e.g. on demand TV shows/movies Download / stream via third party 71% 39% 69% 44% 67% 41% 65% 40% TV shows/movies From cable subscription provider Paid TV shows/movies From online subscription service 28% 37% 46% 56% TV shows/movies Rent or buy online one-time 35

36 There is plenty of room for these services to continue growing in New Zealand Subscription to paid online streaming services (e.g. Netflix), by country Penetration of paid services is 1.8 times higher in Australia 3.9x 1.8x 2.5x NZ AU UK USA 36

37 Usage of paid online streaming services is also facilitated by the ownership of multiple larger screen devices Subscription to paid online streaming services (e.g. Netflix), by device ownership 1.1x 1.3x Penetration of paid services is 2.0 times higher than the NZ average 1.6x 2.0x NZ Small screen smartphone owners Phablet owners Tablet owners Phablet & tablet owners 37

38 and people with both a phablet and tablet are likely to favour the phablet for watching online video How do mobile & tablet owners split their online video viewing time across these two devices? Share of time spent on mobile vs tablet for online video viewing Hours per day Time on mobile Time on tablet Phablet owners Tablet owners Phablet & tablet owners 38

39 3 Key out-takes

40 What does it all mean? Insights & thought-starters Phablets Potentially displacing tablets? Portability = more opportunities to connect and consume throughout the day More opportunities for consumers to connect = more opportunities for brands to connect More opportunities to consume online video 40

41 What does it all mean? Insights & thought-starters TV Time spent is contracting but it still offers the best reach at the total market level Key medium in the evening.. but attention is divided Challenging to reach teens and young adults through TV alone 41

42 What does it all mean? Insights & thought-starters Social brand engagement An opportunity to take advantage of screen-stacking Important to strike a more genuine emotive connection How to leverage scale of Facebook vs. crowding on Facebook How to address multiple needs / brand objectives How to serve multiple customer segments demographic, psychographic, behavioural 42

43 What does it all mean? Insights & thought-starters Short-form online video Consumption of short form is good for advertisers But may be hard to cut-through On demand TV Close to a natural limit, given other markets? Online streaming services Interesting mix of market factors at play content range, price / incentives, contracts etc Good uptake in New Zealand based on TVNZ s numbers Connected Life shows there s plenty of room for growth given trends in other markets Growth likely to come from year olds 43

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