SMART TV INSIGHTS 2015 A STUDY ABOUT THE SMART TV MARKET AND THE CHANGING TV CONSUMPTION UK RESULTS 12.11.15
KEY FINDINGS UK #1 Smart #2 29% of all TVs are Smart TVs, and 93% of Smart TV owners connect their TV to the Internet compared to 78% in 2013. This development is fueled by the wider offering and the intensive use of on-demand video content. 82% use apps for movies and series, making it the top content category on Smart TVs. 78% of all Smart TVs in the UK market have been bought in the last 2 years, thus providing the highest technology standards and easy access to the desired on-demand 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 20 49-year-old age group with high online affinity. The Smart TV is primarily used as a family entertainment device with an average of 2.7 persons watching mainly during prime-time. #3 Already 37% 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. 12.11.15 2
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 primarily 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 programs? 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? 12.11.15 3
METHODOLOGY & SET-UP This study was conducted by smartclip in collaboration with LG and executed by Nielsen in 4 countries in August 2015. 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 3 750 Germany 12 181 Spain 5 115 Brazil 2 824 23,870 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 12.11.15 4
SMART TVS HAVE ARRIVED AMONG THE WIDE POPULATION AND PROVIDE THE LATEST TECHNOLOGY STANDARDS 78 % of Smart TV owners purchased their Smart TV within the last 24 months 29 % of TVs in UK are Smart TVs 93 % connect their TV to the Internet [ UK data; Base: All respondents; (Smart) TV owners ] 12.11.15 5
CONNECTIVITY AND ADVANCED FEATURES, PICTURE QUALITY AND SCREEN SIZE ARE KEY BUYING FACTORS FOR SMART TVS 42 PICTURE QUALITY 39 32 PRICE 39 29 DURABILITY 28 30 SOUND QUALITY 31 27 SCREEN SIZE 23 20 WARRANTIES & A/S 16 22 TV TYPE 14 19 CONNECTIVITY 10 17 ADVANCED FEATURES 6 19 BRAND 11 17 USER EXPERIENCE 16 13 ENVIRONMENTAL FRIENDLY 12 19 DESIGN 16 SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ UK data; Base: All respondents ] 12.11.15 6
HIGH INTERNET CONNECTION RATE ACROSS ALL AGE GROUPS 93% of Smart TV owners are actually using their Smart TV features. Also all age groups take advantage of the Internet connection of their TV. 93 % 98 % 96 % 91 % 88 % TOTAL 15 29 YEARS 30 39 YEARS 40 49 YEARS 50+ YEARS [ UK data; Base: Smart TV owners ] 12.11.15 7
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 (81%), but also Non- Smart TV owners are connected via other devices. 81 0 SMART TV 7 34 STREAMING BOX/STICK 6 22 LAPTOP COMPUTERS 2 18 DESKTOP COMPUTERS 2 6 MOBILE (Smartphone/Tablet PC) 3 21 GAMING CONSOLE SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ UK data; Base: Those who have their TV connected to the Internet ] 12.11.15 8
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 (76%) followed by computers (16%). 90 % 76 % 2 % 6 % 4 % 10 % 1 % 5 % 3 % 3 % SMART TV DESKTOP COMPUTERS LAPTOP COMPUTERS TABLET PC SMARTPHONE VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS [ UK data; Base: Smart TV owners ] 12.11.15 9
ALREADY 37% OF TV VIEWING TIME ON SMART TVS IS SPENT ON ON-DEMAND CONTENT 37% 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 4 hours per day and spend 2.3 hours per day on Video on Demand content. TRADITIONAL TV PROGRAMS: 4.0 HOURS PER DAY VIDEO ON DEMAND: 2.3 HOURS PER DAY [ UK data; Base: Smart TV owners; Usage on weekdays and weekends ] 12.11.15 10
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. 82% of Smart TV app users watch video content via Smart TV apps compared to 37% in 2013. 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. 19 % 82 % 28 % 30 % EDUCATION APPS SPORTS APPS 29 % WEATHER APPS 34 % MOVIES/SERIES APPS 39 % GAMES APPS 30 % NEWS APPS MUSIC/RADIO APPS SOCIAL MEDIA/TV APPS [ UK data; Base: Smart TV owners / App users ] 12.11.15 11
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. 12 6 AM - 9 AM 24 14 9 AM - 12 PM 24 18 12 PM - 6 PM 32 37 6 PM - 8 PM 64 60 8 PM - 11 PM 77 18 11 PM - 1 AM 28 5 1 AM - 6 AM 6 VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS [ UK data; Base: Smart TV owners ] 12.11.15 12
SMART TV OWNERS WATCH MORE TRADITIONAL TV PROGRAMS THAN NON-SMART TV OWNERS Smart TV owners spend more time watching traditional TV programs than Non-Smart TV owners and also watch more channels. Thus Smart TVs fuel TV consumption in general. FREQUENCY OF WATCHING TRADITIONAL TV PROGRAMS (in %) 70 56 AVERAGE VIEWING TIME PER DAY 3.7 3.4 (in hours) 4.8 4.3 NUMBER OF CHANNELS 18 28 12 15 WEEKDAYS WEEKENDS 7.9 7.1 SEVERAL TIMES PER DAY ONCE A DAY NOT DAILY SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ UK data; Base: All respondents ] 12.11.15 13
TRADITIONAL TV PROGRAMS ARE MAINLY USED FOR WATCHING SERIES, MOVIES ARE THE MOST-WATCHED VOD CONTENT Movies and series are the most watched content in traditional TV programs and via Video on Demand, with series leading the ranking in traditional TV programs. Also news and live shows play a bigger role in traditional TV programs. 25 21 7 6 7 8 4 4 1 1 2 1 1 1 1 MOVIES 16 NEWS 13 DRAMA/OPERAS/SERIES 20 LIVE BROADCAST/SHOWS 9 REGIONAL PROGRAMS 8 SPORTS 10 ENTERTAINMENT RELATED 7 DOCUMENTARIES/REPORTS 7 HOME RELATED 4 ANIMATION 1 EDUCATION 2 KIDS RELATED 1 FASHION/SHOPPING 0 TECH/PRODUCTS 0 LEISURE & HOBBY 0 VOD/ON-DEMAND CONTENT TRADITIONAL TV PROGRAMS [ UK data; Base: Smart TV owners ] 12.11.15 14
WAYS OF ACCESSING ON-DEMAND CONTENT The majority (84%) 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 Red Button offering of broadcasters. 16 % 84 % VIA THE RED BUTTON VIA THE SMART TV PORTAL [ UK data; Base: Smart TV owners ] 12.11.15 15
REASONS FOR ACCESSING ON-DEMAND CONTENT ON SMART TVS The primary reason for watching Video on Demand is the wider choice of content that can easily be accessed independent of broadcast schedules. 48 % 30 % 36 % 29 % 22 % 22 % 5 % 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 [ UK data; Base: Smart TV owners ] 12.11.15 16
SMART TV OWNERS TEND TO WATCH TOGETHER MORE THAN NON- SMART TV OWNERS AND ALSO LOOK AT A BIGGER SCREEN 70 % 60 % 2.7 2.3 PEOPLE INFRONT OF SCREEN 80 % 48 % WATCH TOGETHER WITH FAMILY OR FRIENDS OF TVS ARE ABOVE 40 SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ UK data; Base: All respondents ] 12.11.15 17
SMART TV OWNERS ARE YOUNGER THAN OWNERS OF TRADITIONAL TVS Smart TV owners are the most sought-after younger target groups. 74% of Smart TV owners are between 15 and 49 years old. 17 % 26 % 33 % 37 % 31 % 13 % 18 % 25 % 15 29 YEARS 30 39 YEARS 40 49 YEARS 50+ YEARS SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ UK data; Base: All respondents ] 12.11.15 18
SMART TV OWNERS ARE WELL-EDUCATED FAMILY PEOPLE WITH HIGH PURCHASING POWER 33 % / 19 % 40,800+ ANNUAL HOUSEHOLD INCOME 77 % / 72 % WITH COLLEGE/UNIVERSITY OR GRADUATE DEGREE 48 % / 47 % MALE / 55 % 43 % / 70 % 55 % MARRIED / LIVING WITH PARTNER HAVE CHILDREN SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS [ UK data; Base: All respondents ] 12.11.15 19
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. 69% of Smart TV owners have a Tablet PC compared to 57% of Non-Smart TV owners. 24 12 STREAMING BOX/STICK (e.g. Chromecast, Amazon Fire, Apple TV) 57 52 DESKTOP COMPUTERS 80 81 LAPTOP COMPUTERS (Notebook/Netbook) 69 57 TABLET PC (ipad, Galaxy Tab, etc.) 85 83 SMARTPHONE SMART TV OWNERS NON-SMART TV/TRADITIONAL TV OWNERS 55 52 GAMING CONSOLE (e.g. PlayStation, Xbox) [ UK data; Base: All respondents ] 12.11.15 20
AWARENESS OF SMART TV ADVERTISING AND HIGH (INTER)ACTION 53 % 59 % have interacted are aware of Smart TV ads 75 % with Smart TV ads 65 % engaged in some kind of action, for example talking about the product or purchasing it [ UK data; Base: Daily VOD users; Those who are aware of Smart TV ads ] 12.11.15 21
ACTIONS TAKEN AFTER INTERACTING WITH SMART TV ADS After interacting with the ad 41% of Smart TV owners consider buying the product compared to 18% in 2013. 30% search for information about the product or brand via the Internet and 27% make the purchase straightaway. 41 % 30 % 27 % 19 % CONSIDERED BUYING THE PRODUCT SEARCHED MORE INFO ON THE PRODUCT/BRAND BY INTERNET PURCHASED THE PRODUCT RIGHT AWAY TALKED ABOUT THE PRODUCT/BRAND/AD TO OTHERS [ UK data; Base: Those who interacted with Smart TV ads ] 12.11.15 22
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. 56 % 32 % 12 % 17 % 56 % 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 [ UK data; Base: Those who interacted with Smart TV ads ] 12.11.15 23
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. 39 % 18 % 11 % 14 % 3 % 9 % 6 % 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 [ UK data; Base: Those who are aware of Smart TV ads ] 12.11.15 24
THANK YOU! 12.11.15 25