The Push Towards Hand-Held: Reality or Myth?

Size: px

Start display at page:

Download "The Push Towards Hand-Held: Reality or Myth?"

Kathlyn McKenzie
7 years ago
Views:

1 The Push Towards Hand-Held: Reality or Myth? Joe Bates Vice President Official Custom Market Research Provider of CEA 1 ebrain Market Research ebrain is a full service market research company providing primary custom research services to the Consumer Electronics industry Founded in 1998 from the Market Research department of CEA ebrain conducts qualitative, quantitative, and online research on behalf of individual CE companies Specializing in branding, product development & concept testing, customer satisfaction and retention, segmentation, pricing, and global research Contact us: Joe Bates, VP, jbates@ebrain.com, ext. 14 Visit us at to learn more Official Custom Market Research Provider of CEA 2 1

2 Video Consumption Patterns Rising Consumption Video Consumption 2006 vs vs Watched Less 12% 7% Watching More 38% 24% Net Effect +26% +17% Source: CEA, Video Content Consumption and The Rise of PC Video, March

3 Viewing Locale Location Percent of Users Percent of Time Home 97% 75% Friends/Families Home 31% 8% Movie Theater 30% 6% Work 12% 4% In Car 9% 2% Public Transportation 8% 2% School 4% 1% At the Gym 4% 1% Walking Around 3% 1% Other 1% 0% Total 199% 100% Source: CEA, Video Content Consumption and The Rise of PC Video, March 2007 Types of Content Viewed Source: CEA, Video Content Consumption and The Rise of PC Video, March

4 Portable Device Usage Ownership of Portable Ent. Devices Wireless Phone Notebook PC Portable CD Player MP3 Player Portable DVD Player Portable Gaming Device PDA 54.1 Million Online Adults Digital Media Player 4

5 Sources of Digital Content Among Portable Entertainment Device Owners Personal Home Collection of Audio And Video Content Online Store Subscription Service Other Sources How Are they Used? Listen to Music Listen to Other Content Listen to Podcasts View Digital Photos Watch Movies Listen to Audio Books Watch Music Videos Play Games Watch TV Programming Watch Home Movies 5

6 Where Are They Used? Portable Digital Media Devices At Home In a Vehicle Vacation Location At the Gym At Work On Public Transport Family/Friend s Home Business Trip At School The Future of Mobile Video 6

7 The Shift to New Devices Device Used for Video Overall Broadband Users Year Olds Early Adopters Traditional 51% 48% 44% 41% New Sources 34% 37% 37% 42% Other 14% 15% 18% 17% Represents the percentage of total video consumption occurring on the type of device mentioned. Traditional Source: TV, VHS, DVD New Sources: PC, DVR, Cell Phone, Laptops Source: CEA, Video Content Consumption and The Rise of PC Video, March 2007 Shifts in Activity Interests w/ PED % Point Difference Between Activity s Current Use and Future Interest Watch TV Programming Watch Movies Listen to Audio Books Watch Music Videos Watch Home Movies View Digital Photos Listen to Other Content Play Games Listen to Podcasts Listen to Music 7

8 Purchase Intent: Portable Ent. Devices % of Online Adults Planning to Buy Wireless Phone Notebook PC Portable DVD Player MP3 Player Digital Media Player Forecast for PMD Sales Wireless Phones million units in 2008 ~75% are video capable Notebook PCs 14.6 million units in % are video capable Portable Media / MP3 Players 48.5 million units in % are video capable Portable DVD Players 5.7 million units in % are video capable Source: CEA, U.S. CE Sales and Forecast, January

9 Planned Spending on Portable Digital Media Devices Online Adults Buying In Next 12 Months Mean Spending = $432 $100 Or Less $101 to $200 $201 to $300 $301 to $500 $501 to $750 $751 Or More Not Sure Spending on Entertainment Content Segment Size and Dollar Share By Segment Medium Spenders $1.2 Billion 31% 42% 27% Total Estimated Spending In 2007 = $2.65 Billion $150 Million Small Spenders Big Spenders $1.3 Billion 9

10 Content Subscription Services Index Among Interested Digital Media Device Owners 100 = Average Interest Level 45% Interested 30% Interested 24% Interested 17% Interested Music Movies TV Programs Games To Sum It Up 20 10

11 To Sum It Up Video content consumption is increasing Increase is seen online and on-the-go via downloads Portable entertainment devices are growing in popularity and usage Significant market exists for subscription services to mobile content Still unclear is consumers desires for OTA reception on PMD. Official Custom Market Research Provider of CEA 21 Questions? Joe Bates: ext. 14 Visit us at to learn more Official Custom Market Research Provider of CEA

One Size Doesn t Fit All: How a Segmentation Approach Can Help Guide CE Product Strategy

One Size Doesn t Fit All: How a Segmentation Approach Can Help Guide CE Product Strategy Presenters Joe Bates Director of Research Gina Woodall Vice President More than 2,100 members Top 20 Trade Association