CONSUMER CONNECTIONS IN A CONVERGING WORLD OF SCREENS Highlights of Nielsen & Videology Research: Meet the New Media Consumer in Malaysia, 2014 Sponsored by Videology
TODAY S CONSUMER IS ON A NEW MEDIA JOURNEY Right Time Right Place Right Screen 2
NEW RESEARCH HELPS ADVERTISERS PLOT THE COMPLEX COURSE Nielsen s Malaysia Cross-Platform Report A collaboration with Videology 1,000 respondents surveyed Online users aged 16 years and above Demographics quotas ensured sample representation Respondents could reply on any connected device Responses collected April and May 2014 3
KEY THEMES 1 2 3 4 Consumers are more connected than ever before. Consumers crave content, and they want it how and when they want it Source: Nielsen Cross-Platform Series, 2014 Malaysia As a result, video consumption in particular is escalating, as the majority of consumers in Malaysia now watch Internetsourced TV content. Consumers are actively shaping their own media experiences, from new device adoption to multi-screening consumption behaviour. 4
1 INCREASING CONNECTIVITY Malaysian households have access to more connected technology than ever before More devices to access content More platforms for media companies to monetize audiences More opportunity for brands to engage consumers 5
WHEN IT COMES TO VOD, PC IS STILL KING Laptops and mobile devices support a broad range of locations for video content consumption, but home-based viewing dominates Device for VOD access Location of viewing VOD Laptop / desktop 83 At home in the living room 75 TV screen 42 At home in a room other than the At work/school/uni/c 29 70 Mobile phone 41 Friend/relative's home 24 Tablet Portable media player / handheld games device 5 35 While travelling/on holiday, in hotel, While commuting/on In an internet café 18 14 11 In a public place (e.g. beach, park) 10 6
INCREASING CONNECTIVITY CONSUMERS IN MALAYSIA SPEND 20 HOURS PER WEEK ONLINE OUTSIDE OF WORK Malays are actively engaged online, spending nearly the equivalent of 3 full work days online each week Average total time spent online each week for personal purposes, via any device 2014 2011 20 20 21 19 18 21 16 16 20 21 21 21 21 20 17 Total Male Female 16-20 21-29 30-39 40-49 50+ Average total time spent online each week for personal purposes, via any device 2014 vs 2011 7
INCREASING CONNECTIVITY TECHNOLOGY HAS SHIFTED Tablet usage has doubled in three years, and 88% of Malays own a smartphone Owned technology among online Malays (Smartphone is personal ownership, all other devices are household ownership) 88 81 68 65 64 62 49 49 37 32 28 Connected TV combines Smart TV and TV which connects to the internet via a separate device. 8
INCREASING CONNECTIVITY PHONES & TABLETS HAVE OPENED NEW WINDOWS TO CONNECTIVITY Phones are more regularly accessed than laptops to access internet Devices used for internet access Mobile phone 31 62 82 Laptop/Notebook 40 63 79 Desktop PC 20 42 61 Tablet computer 7 23 41 Ever accessed Connected TV Games console Handheld media player 7 2 0 5 2 0 4 2 0 Regularly accessed Most often access PVR/DVR 3 1 9
INCREASING CONNECTIVITY MEANWHILE, TRADITIONAL DEVICE USAGE IS DECLINING Compared to 2011, mobile phone and tablet usage is growing, while traditional device usage has declined Devices ever used for internet access Mobile phone 73 82 Laptop/Notebook 79 87 Desktop PC Tablet computer 34 41 61 92 2014 2011 Connected TV 7 19 Games console Handheld media player PVR/DVR 5 4 3 20 23 22 10
2 MORE CONTENT, MORE CONSUMPTION Consumers crave content, and are accessing it in more ways than ever A seemingly endless list of content sources Digital media being consumed throughout the entire day The growth of portable media being used throughout the day 11
MORE CONTENT, MORE CONSUMPTION ONLINE MEDIA IS AN EVER-PRESENT PART OF CONSUMERS DAYS Digital media is constantly being consumed in Malaysia 90 80 Online activities across day-parts (as a proportion of total online population) 70 60 50 40 TV Prime Time Using the Internet Listening to the Radio Reading Print Newspaper Watching Traditional TV 30 20 10 0 Early morning Before 9am Morning 9am - before 12pm Lunch time 12pm - before 2pm Early Afternoon 2pm - before 4pm Late Afternoon 4pm - before 6pm Early Evening 6pm - before 8pm Mid Evening 8pm - before 10pm Late Evening 10pm onwards 12
MORE CONTENT, MORE CONSUMPTION DIFFERENT DEVICES ARE USED TO CONNECT AT DIFFERENT TIMES OF THE DAY Smartphone content constantly being accessed, while laptop and tablet usage peaks during TV primetime 40 35 Online access by device across day-parts (as a proportion of total online population) 30 25 20 15 10 Mobile Phone Laptop/Notebook Desktop PC Tablet 5 0 Early morning Before 9am Morning 9am - before 12pm Lunch time 12pm - before 2pm Early Afternoon 2pm - before 4pm Late Afternoon 4pm - before 6pm Early Evening 6pm - before 8pm Mid Evening 8pm - before 10pm Late Evening 10pm onwards 13
DUAL SCREENING APPROACHING SATURATION Simultaneous media consumption (TV + Online) 2014 vs 2011 2014 2011 93 93 93 93 94 94 94 95 82 71 69 73 74 72 74 61 52 Total Male Female 16-20 years 21-29 years 30-39 years 40-49 ( 40+, 2011) 50+ 14
DUAL SCREENING IS A POPULAR DAILY ACTIVITY We are witnessing an evolution in media consumption behaviour Nearly nine in 10 Malaysia dual screeners do so at least weekly Frequency of dual screening 2014 vs 2011 (among those who dual screen) 2014 36 30 18 4 3 9 2011 31 23 29 5 4 9 Daily Almost every day Several times per week Once per week Once or twice per month Less often 15
MORE CONTENT, MORE CONSUMPTION THERE IS MORE VIDEO CONTENT THAN EVER FOR MALAYS TO CONSUME Consumers are spending most of their media time consuming rich content (video and audio) Total average hours per week for personal purposes (among activity user base) Total Internet TV Illegal (pirated) sources of TV shows or movies Broadcast TV Accessing the internet via mobile phone TV snippets or entire shows streamed on YouTube Playing games on a pc, laptop, mobile device or console Time-shifted TV Watching online videos (excluding TV programs and Accessing the internet via a tablet Legal internet sources of movies and TV programs Accessing news online, on websites or apps Listening to the radio Reading a newspaper 3.0 3.7 4.3 5.5 5.5 5.4 7.3 6.8 6.5 6.3 8.1 9.9 11.4 16
3 THE ESCALATION OF VIDEO CONTENT Across Malaysia, online video consumption is growing steadily Growth seen especially strongly in younger audiences Massive uptick in consumption via mobile devices 17
ACROSS SOUTHEAST ASIA, TV HABITS OF DIGITAL CONSUMERS ARE SHIFTING More than six in 10 Southeast Asian digital consumers obtain TV or movie content from online sources Internet TV penetration 2014 68 61 71 62 76 67 Indonesia Malaysia Philippines Singapore Thailand Vietnam 18
BROADCAST TV REMAINS STRONG BUT VOD IS GROWING Consumers in Malaysia now obtain their video content from a variety of sources traditional and digital How TV and movie content is accessed in 2014 Broadcast TV TV / movie snippets or entire shows streamed on sites like YouTube Legal (non pirated) internet sources or video on demand services 31 34 74 Time-shifted TV 21 Illegal (pirated sources) such as BitTorrent, Usenet etc. 19 Combined Internet TV 61 19
THE ESCALATION OF VIDEO STRONG GROWTH FOR MALAYSIAN DIGITAL VIDEO General online video behaviour streaming and/or downloading (Any online video, not specifically TV and movie content) 2014 2011 89 89 80 80 67 62 L12M Monthly Weekly 20
THE ESCALATION OF VIDEO YOUTUBE AND LOCAL PUBLISHERS SATISFYING MALAYSIA S VIDEO APPETITE Popular sources of online video and genres of digital video consumed YouTube Facebook Dailymotion Google Video PPS.TV Youku/?? Twitter Todou/?? Yahoo Video Xunlei/???? Vimeo.com Other illegal PPTV Metacafe imdb.com MTV MSN Video MySpace 27 22 20 20 19 19 18 17 16 15 14 13 12 9 8 37 70 89 Movies Entertainment Music shows/music Overseas drama series News/current affairs Lifestyle Local drama series Documentaries News/current affairs Overseas sport not Local sport, available Childrens programs 26 93 86 82 82 75 75 73 72 72 66 66 21
REGULAR VIEWING IS COMMON: 1/3 TUNE IN ON A DAILY BASIS Frequency of viewing VOD (among those accessing VOD services) 36 14 33 10 3 1 2 Daily About every other day A few times each week About once a week About once every 2 weeks About once a month Less often than once a month 22
THE ESCALATION OF VIDEO AS DIGITAL VIDEO VIEWERSHIP RISES, OTHER MEDIA USAGE IS DECLINING Over the past 3 years, more Malays are moving online for their video Total average hours per week for personal purposes Broadcast TV Legal internet sources of movies and TV programs 5.4 4.8 8.1 10.6 2014 Time-shifted TV 4.9 6.3 2011 Illegal (pirated) sources of TV shows or movies downloaded / streamed from the internet 7.1 9.9 Listening to the radio 3.7 5.8 Reading a newspaper 3.0 4.3 23
THE ESCALATION OF VIDEO VIDEO CONSUMPTION THROUGH MOBILE DEVICES SHOWS THE GREATEST JUMP The massive growth in consumption is even more noticeable amongst younger consumers Accessing online video via mobile phone (among total online population) 2014 2011 36 37 35 33 39 38 33 23 22 23 24 28 22 26 15 4 Total Male Female 16-20 21-29 30-39 40-49 50+ 24
4 THE NEW MEDIA EXPERIENCE In Malaysia, consumers are actively shaping their own media experiences Increasing usage of second screens while watching TV Activities on second screen often tied to content being watched on TV This provides big opportunities for advertisers 25
THE NEW MEDIA EXPERIENCE DUAL-SCREENING IS BECOMING THE NEW NORM 93% of consumers in Malaysia now say they consume TV and online media simultaneously; this is especially true amongst a younger audience Simultaneous media consumption TV + online 2014 2011 93 93 93 93 94 94 94 71 69 73 74 72 74 61 82 Total Male Female 16-20 years 21-29 years 30-39 years 40-49 ( 40+, 2011) 50+ 26
THE NEW MEDIA EXPERIENCE SMARTPHONES ARE NOW THE PRIMARY DEVICE FOR DUAL-SCREENING Smartphone and Tablet dual-screening is on the rise Device used for dual screening Mobile Phone 34 84 Laptop/Notebook 33 79 Desktop PC 16 63 Tablet computer (e.g. ipad) TV (internet enabled) 11 2 40 59 Use regularly Use most often Portable media player (i.e. ipod 2 37 Games Console 1 37 27
THE NEW MEDIA EXPERIENCE CONSUMERS ARE TAKING ACTION AFTER SEEING VIDEO ADS 60% of consumers have made a purchase after seeing a video ad on their laptop or computer Using 'search' after seeing a video ad on... Making a purchase after seeing a video ad on... Desktop / laptop 17 16 36 29 3 Desktop / laptop 40 23 23 12 3 Mobile device 28 17 29 22 Never Once 2-3 times in the past 4 or more times in the past I don't access the Internet on this type of device 5 Mobile device 47 17 19 11 Never Once 2-3 times in the past 4 or more times in the past I don't access the Internet on this type of device 6 28
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