2016
Exploring how connectivity is changing the lives of consumers across the planet; representing 90% of the online population 50 markets 60,500 consumers 2
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 2014 91% UK 80% Sweden 2015 91% 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 : 2014-2015 Google CCS Program For full methodology, see appendix 3
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
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 2015 1 2 3 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
Sweden vs Global 1 Device ownership % Sweden 2015: Average number of devices owned* 17 89 87 68 61 83 79 51 49 3.3 17 Feature phone Smartphone Tablet Laptop Desktop Global 2015: Average number of devices owned* 28 36 52 56 2.8 83 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
In Sweden we spend most of our time on mobile devices 1 Time spent on devices % Sweden Northern & Western Europe Global 33 33 48 4.4 hrs/day 53 4.9 hrs/day 40 5.3 hrs/day 49 19 16 11 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
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
The world is moving towards larger, yet portable, screens 3 Large screen mobile (> 5 inches) and tablet adoption % Ownership Global Sweden >5 2014 23 2014 15 2015 35 2015 30 2014 28 2014 50 2015 36 2015 61 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
We are constantly connected 4 I use the internet constantly throughout the day 66 76 77 78 75 91 85 76 70 63 Global Northern & Western Europe Sweden Men Women 16-24 25-34 35-44 45-54 55-65 10
Fragmenting the social landscape 5 Social fragmentation across markets USA Netherlands Sweden Norway Malaysia Avg. number of platforms used daily 2.4 2.2 1.9 2.6 5.0 Top platforms Facebook YouTube WhatsApp Facebook Facebook YouTube Facebook YouTube WhatsApp Facebook Snapchat YouTube WeChat Instagram 11
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 5 4 3 2 1 0 2014 2015 C2. Social/IM usage Base: Global 2015 (53,495) Global 2014 (49,302) 12
Hur användning av sociala medier hänger samman 5 Källa: ORVESTO Konsument 2015:3 13
Segmenteringsmodellen 6 14
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
MORE DIGITAL 6 LESS DIGITAL 16
Mediaanvändningen skiljer kraftigt mellan segmenten Mediaanvändning i minuter 90 82 74 68 5352 48 41 91 85 72 67 90 87 83 77 50 64 105 93 62 4746 77 53 50 101 99 97 97 88 79 79 52 86 76 69 59 66 61 58 58 6 30 27 26 26 16 13 13 13 1312 11 12 23 23 2120 21 19 20 21 34 32 910 11 7 Functionals Connectors Observers Leaders 17
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Tack! Madeleine Hjalmarsson madeleine.hjalmarsson@tns-sifo.se 08 5074 2175 Laura Macchi laura.macchi@tns-sifo.se 08 5074 2016 Morgan Sandström morgan.sandstrom@tns-sifo.se 08 5074 2195 19