SMART TV INSIGHTS 2015 A STUDY ABOUT THE SMART TV MARKET AND THE CHANGING TV CONSUMPTION GERMAN RESULTS
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1 SMART TV INSIGHTS 2015 A STUDY ABOUT THE SMART TV MARKET AND THE CHANGING TV CONSUMPTION GERMAN RESULTS
2 KEY FINDINGS GERMANY #1 Smart #2 36% of all TVs are Smart TVs, and 82% of Smart TV owners connect their TV to the Internet compared to 75% in This development is fueled by the wider offering and intensive use of on-demand video content. 71% use apps for movies and series, making it the top content category on Smart TVs. 76% of all Smart TVs in the German market have been bought in the last 2 years, thus providing the highest technology standards including HbbTV functionality and easy access to the desired video content provided by broadcasters and other Video on Demand (VOD) services. #4 #5 TVs have arrived among the wide population, but still Smart TV owners are younger and characterized by a higher household income than owners of traditional TVs making them an attractive audience for advertisers. Echoing the results from the Smart TV study in 2013, Smart TVs are mainly used by above average educated family people in the year-old age group with high online affinity. The Smart TV is primarily used as a family entertainment device with an average of 2.3 persons watching mainly during prime-time. #3 Already 32% of TV viewing time on Smart TVs is spent on on-demand content. Since Smart TV owners watch more traditional TV programs and also more on-demand content than Non-Smart TV users, Smart TVs fuel TV consumption in general. #6 This study again shows that ads on Smart TVs are highly engaging and have significant impact especially on purchase intent. The big screen combined with interactive ad formats and the influential target group using Smart TV features regularly remain key drivers for the effectiveness of Smart TV advertising
3 RESEARCH OBJECTIVES To analyze Smart TV penetration, understand TV content consumption and profile Smart TV owners. As a follow-up to the smartclip Smart TV Ad Effectiveness Study in 2013 this study focuses on the changing TV content consumption. How do Smart TV and Non-Smart TV users consume TV content today considering Video on Demand and traditional TV content? What is the profile of Smart TV and Traditional TV owners, and who is using the Smart TV features? What are the key drivers for Smart TV growth and usage? What is the perception and impact of Smart TV advertising?
4 METHODOLOGY & SET-UP This study was conducted by smartclip in collaboration with LG and executed by Nielsen in 4 countries in August TOTAL SAMPLE SURVEY RESPONDENTS Identification of TV owners (Smart TV and Non-Smart TV/Traditional TV) by screening questions in first part of the questionnaire in order to analyze Smart TV market penetration Sample size: UK Germany Spain Brazil ,870 IN TOTAL Further questioning of purchase decision makers of current TV for deeper analysis of TV content consumption Sample size: n=700 per country (400 Smart TV owners, 300 Non-Smart TV/Traditional TV owners) 2,800 IN TOTAL 4 COUNTRIES GERMANY, UK, SPAIN, BRAZIL ONLINE SURVEY 20 MINUTES
5 SMART TVS HAVE ARRIVED AMONG THE WIDE POPULATION AND PROVIDE THE LATEST TECHNOLOGY STANDARDS 76 % of Smart TV owners purchased their Smart TV within the last 24 months 36 % of TVs in Germany are Smart TVs 82 % connect their TV to the Internet [ German data; Base: All respondents; (Smart) TV owners ]
6 CONNECTIVITY AND ADVANCED FEATURES, PICTURE QUALITY AND SCREEN SIZE ARE KEY BUYING FACTORS FOR SMART TVS 52 PICTURE QUALITY PRICE DURABILITY SOUND QUALITY SCREEN SIZE WARRANTIES & A/S TV TYPE CONNECTIVITY ADVANCED FEATURES 7 19 BRAND 7 24 USER EXPERIENCE ENVIRONMENTAL FRIENDLY DESIGN 9 SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ German data; Base: All respondents ]
7 HIGH INTERNET CONNECTION RATE ACROSS ALL AGE GROUPS 82% of Smart TV owners are actually using their Smart TV features. Not only younger age groups take advantage of the Internet connection of their TV. 82 % 88 % 83 % 78 % 80 % TOTAL YEARS YEARS YEARS 50+ YEARS [ German data; Base: Smart TV owners ]
8 SMART TVS ARE THE MAIN DEVICE FOR CONNECTING THE TV TO THE INTERNET The majority directly connects their TV to the Internet by the integrated Internet functionality of their Smart TV (78%), but also Non- Smart TV owners are connected via other devices SMART TV STREAMING BOX/STICK 2 26 LAPTOP COMPUTERS 5 14 DESKTOP COMPUTERS 2 3 MOBILE (Smartphone/Tablet PC) 2 14 GAMING CONSOLE SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ German data; Base: Those who have their TV connected to the Internet ]
9 THE SMART TV IS THE MAIN DEVICE FOR WATCHING TV CONTENT WHETHER IT IS TRADITIONAL TV OR ON-DEMAND CONTENT Among Smart TV owners the TV is the main device for watching traditional TV programs, but also Video on Demand is mostly watched via TV (64%) followed by computers (30%). 95 % 64 % 2 % 15 % 3 % 15 % 0 % 5 % 0 % 1 % SMART TV DESKTOP COMPUTERS LAPTOP COMPUTERS TABLET PC SMARTPHONE VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS [ German data; Base: Smart TV owners ]
10 ALREADY 32% OF TV VIEWING TIME ON SMART TVS IS SPENT ON ON-DEMAND CONTENT 21% of Smart TV owners watch on-demand content via the Internet connection of their Smart TV every day. On average Smart TV owners watch traditional TV programs 3.2 hours per day and spend 1.5 hours per day on Video on Demand content. TRADITIONAL TV PROGRAMS: 3.2 HOURS PER DAY VIDEO ON DEMAND: 1.5 HOURS PER DAY [ German data; Base: Smart TV owners; Usage on weekdays and weekends ]
11 MOVIES AND SERIES ARE THE MOST POPULAR CONTENT ON SMART TVS The most used apps on Smart TVs are apps for watching movies and series. 71% of Smart TV app users watch video content via Smart TV apps compared to 32% in In the past 2 years the VOD offering has become much wider, this fuels the desire for watching on-demand content and thus for Smart TVs. 7 % 71 % 16 % 33 % EDUCATION APPS SPORTS APPS 29 % WEATHER APPS 38 % MOVIES/SERIES APPS 42 % GAMES APPS 21 % NEWS APPS MUSIC/RADIO APPS SOCIAL MEDIA/TV APPS [ German data; Base: Smart TV owners / App users ]
12 ALSO ON-DEMAND CONTENT IS MAINLY WATCHED DURING PRIME- TIME Video on Demand consumption on Smart TVs shows a similar pattern throughout the day as traditional TV with an even more significant peak in the evening. This again proves the relevance of prime-time advertising on Smart TV platforms. 4 6 AM - 9 AM AM - 12 PM PM - 6 PM PM - 8 PM PM - 11 PM PM - 1 AM AM - 6 AM 5 VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS [ German data; Base: Smart TV owners ]
13 SMART TV OWNERS ALSO WATCH MORE TRADITIONAL TV PROGRAMS THAN NON-SMART TV OWNERS In addition to Video on Demand consumption Smart TV owners also spend more time watching traditional TV programs than Non-Smart TV owners and watch more channels. Thus Smart TVs fuel TV consumption in general. FREQUENCY OF WATCHING TRADITIONAL TV PROGRAMS (in %) AVERAGE VIEWING TIME PER DAY (in hours) NUMBER OF CHANNELS WEEKDAYS WEEKENDS SEVERAL TIMES PER DAY ONCE A DAY NOT DAILY SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ German data; Base: All respondents ]
14 ALSO IN TRADITIONAL TV PROGRAMS MOVIES ARE THE MOST- WATCHED CONTENT Movies lead the ranking of content watched in traditional TV programs and via Video on Demand. News and live shows play a bigger role in traditional TV programs MOVIES 29 NEWS 14 DRAMA/OPERAS/SERIES 13 LIVE BROADCAST/SHOWS 9 REGIONAL PROGRAMS 9 SPORTS 4 ENTERTAINMENT RELATED 4 DOCUMENTARIES/REPORTS 9 HOME RELATED 1 ANIMATION 1 EDUCATION 3 KIDS RELATED 1 FASHION/SHOPPING 0 TECH/PRODUCTS 1 LEISURE & HOBBY 0 VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS [ German data; Base: Smart TV owners ]
15 WAYS OF ACCESSING ON-DEMAND CONTENT The majority (72%) of Smart TV users mainly access on-demand content via the Smart TV portal and integrated apps, but also the Red Button is used to get access to the HbbTV offering of broadcasters. 28 % 72 % VIA THE RED BUTTON (HbbTV) VIA THE SMART TV PORTAL [ German data; Base: Smart TV owners ]
16 REASONS FOR ACCESSING ON-DEMAND CONTENT ON SMART TVS The primary reasons for watching video-on-demand are flexibility and wider choice of content. 40 % 45 % 29 % 39 % 38 % 30 % 7 % Wider choice of content I can watch movies independent of broadcast schedules Comfortable experience and easy access The traditional TV programs are not sufficient/don t interest me To watch movies that are not shown on traditional TV channels I watch on-demand content in addition to traditional programs I switch to on-demand video during adverts in TV programs [ German data; Base: Smart TV owners ]
17 SMART TV OWNERS TEND TO WATCH TOGETHER MORE THAN NON- SMART TV OWNERS AND ALSO LOOK AT A BIGGER SCREEN 85 % 67 % 48 % PEOPLE INFRONT OF SCREEN 63 % WATCH TOGETHER WITH FAMILY OR FRIENDS OF TVS ARE ABOVE 40 SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ German data; Base: All respondents ]
18 SMART TV OWNERS ARE YOUNGER THAN OWNERS OF TRADITIONAL TVS Smart TV owners are the most sought-after younger target groups. 78% of Smart TV owners are between 15 and 49 years old. 24 % 29 % 25 % 25 % 30 % 21 % 25 % 23 % YEARS YEARS YEARS 50+ YEARS SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ German data; Base: All respondents ]
19 SMART TV OWNERS ARE WELL-EDUCATED FAMILY PEOPLE WITH HIGH PURCHASING POWER 51 % / 40 % 38,001+ ANNUAL HOUSEHOLD INCOME 60 % / 55 % WITH DIPLOMA FROM SECONDARY SCHOOL 49 % / 38 % MALE / 47 % 36 % / 63 % 45 % MARRIED / LIVING WITH PARTNER HAVE CHILDREN SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ German data; Base: All respondents ]
20 SMART TV OWNERS OWN MORE INTERNET-CAPABLE DEVICES THAN TRADITIONAL TV USERS The high online-affinity of Smart TV owners is also indicated by the ownership of other Internet-capable devices. 92% of Smart TV owners have a Smartphone compared to 79% of Non-Smart TV owners STREAMING BOX/STICK (e.g. Chromecast, Amazon Fire, Apple TV) DESKTOP COMPUTERS LAPTOP COMPUTERS (Notebook/Netbook) TABLET PC (ipad, Galaxy Tab, etc.) SMARTPHONE SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS GAMING CONSOLE (e.g. PlayStation, Xbox) [ German data; Base: All respondents ]
21 AWARENESS OF SMART TV ADVERTISING AND HIGH (INTER)ACTION 35 % 51 % are aware of Smart TV ads 75 % have interacted with Smart TV ads 42 % engaged in some kind of action, for example talking about the product or purchasing it [ German data; Base: Daily VOD users; Those who are aware of Smart TV ads ]
22 ACTIONS TAKEN AFTER INTERACTING WITH SMART TV ADS After interacting with the ad 58% of Smart TV owners consider buying the product compared to 14% in % search for information about the product or brand via the internet and 14% make the purchase straightaway. 58 % 36 % 14 % 14 % CONSIDERED BUYING THE PRODUCT SEARCHED MORE INFO ON THE PRODUCT/BRAND BY INTERNET TALKED ABOUT THE PRODUCT/BRAND/AD TO OTHERS PURCHASED THE PRODUCT RIGHT AWAY [ German data; Base: Those who interacted with Smart TV ads ]
23 REASONS WHY USERS INTERACT WITH SMART TV ADS Just like in the Smart TV study in 2013 the key factor for successful advertising and interaction is relevance. But also appealing ads and remembering previous advertising provide motivation to engage with an ad. 67 % 25 % 15 % 13 % 31 % The ad was for a product I was interested in buying The ad had a promotion or special deal that I was interested in The ad caught my attention The ad looked nice The ad was for a brand I have seen advertised before [ German data; Base: Those who interacted with Smart TV ads ]
24 ADVANTAGE OF SMART TV ADS The primary advantage of advertising on Smart TVs compared to other digital devices that allow to watch video content is the big screen. 34 % 18 % 7 % 9 % 18 % 10 % 5 % More convenient to watch as it has a bigger screen More trustworthy Large variety of different types of ads Can purchase the product right away Ad format is innovative and interesting More informative Ads are intriguing and interactive [ German data; Base: Those who are aware of Smart TV ads ]
25 THANK YOU!
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