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Smart-TV Effects 2014-1
Smart surfing has reached the TV market
Smart-TV Effects – Agenda
Study design
General television use
Features used by smart TV owners
Internet use with smart TVs
Handling of smart TVs
Advertisements in smart TV apps
The typical smart TV user
Key findings
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
Studiendesign
What is the benefit of this study?
•
The series of studies called Smart-TV Effects was developed in response to the
increasing spread of smart TV devices in German households and was
published for the first time in June 2013.
•
The study, conducted for the second time now, provides an overview of the
popularity and use of smart TVs in Germany. In particular, it analyses the topic of
advertisement on smart TVs and what opinions the users have on that.
•
In February 2014, a survey was conducted in the TOMORROW FOCUS Media
network and 5,797 people were surveyed about their use of smart TVs.
•
The statements refer to the users of the TOMORROW FOCUS Media network. Based
on these statements, trend statements about the German Internet
population can be made.
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
How many people were surveyed?
Participants in total* n=5,797
Teilnehmer gesamt* n=5.797
n=5,166
TV owners
n=1,363
Smart TV owners
n=466
Smart TV Internet users
Smart TV app users
n=200
Source: Onsite survey in the TFM network; *total, incl. screened-outs
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
General television use
Just under 90 per cent of the respondents own a
television
89.1%
own a television
… and watch television for about
3 hours
Ø
158
min
Ø
220
min
… are spent in front
of the television on
average on a
weekday.
… are spent
watching
television on a
weekend day.
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 5,797 and 5,166, respectively); February 2014
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
a day.
One out of five people bought a television last year
“When did you buy the television you currently own?”
Figures in %
“What did you look out for when you last bought a
television?”
Figures in %, top 2 reasons
32.6
Screen size
Σ= 40.7
19.9
10.5
76.7
19.1
Price
10.3
70.1
7.7
During the
last 6
months
One year
ago
1 to 2 years 2 to 3 years More than 3
Can't
ago
ago
years ago remember
Integrated
Internet function
13.1
For the most part, the users base their purchase decision on the size and the price of the
television.
Only 13.1% of the respondents say that the integrated Internet function is a key
criterion when buying a television.
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 5,166); February 2014
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
Features used by smart TV owners
By now, one out of four people own a smart TV
“Is your television a smart TV?”
Figures in %
+12.8%
“Do you intend to buy a smart TV within the next 12 months?”
Figures in %
26,4%
68.3
24.0
23.4%
2013
7.7
2014
Yes, definitely
Yes, maybe
No, I don't intend
to
By now, more than a quarter of the respondents own a smart TV and just under a third
of those who don’t own a smart TV intend to buy one next year.
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 5,166 and 3,313, respectively); February 2014
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
The trend is towards smart TVs with an integrated
Internet
function
“Exactly how does the Internet connection work on your
smart TV?”
Figures in %
70.7
“What device is required to connect your television to the
Internet?”
Figures in %
73.4
36.5
Digital receiver
46.2
33.7
30.1
Game console
Blu-ray player
14.0
2013
2014
Smart TV with integrated
Internet function
2013
10.5
2014
Additional devices are needed
to connect to the Internet
Set top box
Don't know
15.7
21.7
14.6
15.4
21.9
10.5
2013
2014
10.5 per cent of the respondents upgrade their televisions by adding additional devices
to their smart TV – with a clear preference for digital receivers and game consoles.
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 1,363 and 143, respectively); February 2014
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
Internet use with smart TVs
+23.0%
Smart TVs are gaining acceptance: more and more TV
owners use the Internet with their smart TV
Smart TV owners*
25.1%
2014
20.4%
2013
of the smart TV owners actively use their smart
TV to go online
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 1,853); February 2014; *Smart TV owners: “Yes” and “Don‘t know”
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
Every other respondent uses his smart TV at least several
times
a week to go online
“How often do you use the Internet with your smart TV?”
Figures in %
Σ= 53.5
30.5
27.6
15.3
17.0
14.8
14.2
12.5
10.9
11.6
9.5
8.8
Several times a
day
7.2
Daily
Several times a
week
Once a week
Several times a
month
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 466); February 2014
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13.9
TOMORROW FOCUS Media | Smart-TV Effects 2014-1
6.2
Once a month
Less often
Surfing the Internet via smart TVs reaches its peak
during
primetime
“At what times of the day do you use the Internet on your smart TV?”
Figures in %
on a weekday 2013
+10.9%
63.7
on a weekend day 2013
on a weekday 2014
63.7
61.3
+ 3.9%
on a weekend day 2014
57.4
42.9
42.3
42.6
39.3
27.3
23.4
15.0
8.6
3.6
3.3
1.9
1.5
6.1
4.3
4.1
3am to 6am
6am to 9am
13.9
9.7
6.2
9am to noon
20.9
20.2
14.4
15.9
11.8
7.5
10.5
10.3
9.2
3.4
noon to 2pm
2pm to 5pm
5pm to 8pm
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 466); February 2014
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
8pm to 11pm
11pm to 1am
7.3
5.8
5.0
3.2
1am to 3am
By now, almost one in two people use smart TV apps
“When you use the Internet via your smart TV, what exactly do you do?”
Figures in %
Increase vs. 2013
51.1% …watch videos
Smart TV apps
44.8% …watch programmes in the video
libraries of the TV channels
42.9%
30.7% …search for TV programme information
29.0% …listen to music
27.5% …access computer files
37.6%
25.1% …surf the Internet
24.0% …access web TV channels
9.4% …play games
9.2% …check emails
2013
2014
8.2% …use social media sites
7.5% …video chat
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 466); February 2014; *anything under 5% is not shown; Other: VOD, 3D
videos
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
News and weather apps are the most commonly used
apps. Also educational apps are in high demand.
…have used it before
60.0
news apps
58.5
58.5
TV programme apps
56.0
45.0
44.0
+6.9%
28.5
weather apps
…could imagine to use it in
the future
weather apps
27.5
music / radio apps
music / radio apps
23.5
entertainment apps
entertainment apps
30.0
photo and video apps
social media / social TV apps
22.5
19.0
photo and video apps
sport apps
game apps
game apps
educational apps
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 200); February 2014
TOMORROW FOCUS Media | Smart-TV Effects 2014-1
22.0
+22.0%
+9.7%
30.0
+18.8%
23.0
educational apps
+16.0%
32.5
social media / social TV apps
sport apps
+43.4%
27.0
TV programme apps
27.0
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25.5
news apps
46.0
+15.0%
+7.1%
Handling of smart TVs
More and more users are satisfied with the overall
handling of their smart TV
Reasons for discontent:
50.6% …not user-friendly
80.3%
of the smart TV users are satisfied with
the handling of their smart TVs.
16.9% …too slow
15.7% …too complicated
77.7%
In 2013, only
of the users
were satisfied.
7.9% …keyboard is missing
4.5% … not reliable
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 466 and 89, respectively); February 2014; Question: “How satisfied are you with the
handling of your smart TV?”; “You said that you are less satisfied or not at all satisfied with the handling of your smart TV. Please tell us what bothers you.”
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
Many respondents find the use of the Internet with their
smart TV very inconvenient
“To what extent do you agree with the following statements?”
Top 2; figures in %
Using a TV remote control to browse the Internet is
inconvenient.
79.6
The smart TV browser doesn't offer a true Internet
experience.
63.1
It takes too long for the smart TV to boot and load.
50.2
Using the Internet is inconvenient because multitasking is
not possible.
The content menu on the smart TV is insufficient.
The possibilities to connect other devices are currently too
limited.
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 466); February 2014
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
48.5
46.1
41.6
Advertisements in smart TV apps
People become increasingly aware of the advertisements
shown
in smart TV apps
“Do you recall having seen any advertisements in the apps
on your smart TV?”
Figures in %
“Do you recall what kind of advertisement you‘ve seen?*”
Figures in %
2014
40.5%
notice advertisements shown in
smart TV apps.
Whereas in 2013, it was only
34.8%
63.0
Video ad
63.8
39.5
Pre-/mid-/post-roll ad
Standard ad banner
Animated ad banner
2013
38.3
34.6
36.2
34.6
25.5
More than 40% of the active smart TV Internet users recall the advertisements they saw
in smart TV apps. Especially animated ad banners are now noticed more often than last year.
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 200 and 81, respectively); February 2014; *Categories were defined
based on detailed questions.
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
The rate of interaction with the advertisements in smart
TV apps has doubled!
“Why did you click on the advertisement in the smart TV app?”
Entries for reason X, percentage proportion
57.7%
Interest in the product
“I was interested in the
advertised product.”
38.5%
Curiosity
“I was curious to see what
happens when you click on it.”
24.7%
15.4%
Design of the advertisement
Out of boredom
“I was bored.”
“The advertisement looked
appealing.”
11.9%
in 2013
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 81 and 26, respectively); February 2014
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Accidentally
“I clicked it
accidentally.”
clicked on
ads shown
in smart TV apps
+107.6%
26.9%
30.8%
TOMORROW FOCUS Media | Smart-TV Effects 2014-1
The typical smart TV user
The typical active smart TV owner…
…is male (70.2%) and often between 40 and 59 years old (47.7%)
….belongs to the group of early adopters, because among his friends
he is the one who likes to try new technologies (70.4%)
….is often the one leading a discussion (50.2%) and sees himself as
an individualist (67.2%)
…is working (51.3%) and has a high-level job
…has a higher than average net household income
….goes online several times a day and uses the mobile Internet with his
smartphone (66.1%) or his tablet (44.8%) very often, more often than the
average user
Source: Onsite survey in the TFM network; based on: n=5,797 (sample size: 1,363) February 2014
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
Key findings and sociodemographic data
Key findings of this study
Page 27
Smart TVs have become popular devices in
the living rooms of the Germans: By now,
more than a quarter of the TV owners have a
smart TV.
The majority of the users is satisfied with the
handling of their smart TV and the use of the
Internet with the device.
There is large potential in the smart TV
market: 31.7 per cent of the TV owners
intend to buy a smart TV next year.
By now, almost every other smart TV user
uses smart TV apps. And the users are happy
with it: More than 70 per cent like the layout
and the content of the apps.
One out of four smart TV owners uses his
device to go online. The number of active
Internet users has increased by 23 per cent
compared to last year.
Advertisements in smart TV apps catch the
eye of the users: 40.5 per cent notice the
advertisements shown in smart TV apps.
Smart TVs are used intensively: Half of those
who use their smart TV to access the Internet
use it to go online at least several times a week.
Advertisements in smart TV apps encourage
interaction: Almost one out of four users
have clicked on an advertisement before!
TOMORROW FOCUS Media | Smart-TV Effects 2014-1
Sociodemographic data
Gender
Percentage proportion
Male
59.1
Female
40.9
Age
Up to 19 years
6.2
20 - 29 years
8.9
30 - 39 years
10.0
40 - 49 years
17.8
50 - 59 years
22.4
60+ years
34.6
Net household income
Up to €1,500
€1,500 up to under €2,000
€2,000 up to under €3,000
€3,000 or more
Prefer not to say
16.3
12.3
20.1
21.4
30.0
Occupation
Working
In training
Retired
Not working
Prefer not to say
Source: Onsite survey in the TFM network; based on: n=5,797; February 2014
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
47.0
7.6
29.9
5.3
10.2
Contact
Sonja Knab
Mareike Rehm
Smaranda Dancu
Director Research & Marketing
Senior Research Manager
Research Manager
Tel.: 089/92 50-12 69
Tel.: 089/92 50-31 58
Tel.: 089/92 50-29 76
s.knab@tomorrow-focus.de
m.rehm@tomorrow-focus.de
s.dancu@tomorrow-focus.de
TOMORROW FOCUS Media GmbH
TOMORROW FOCUS Media GmbH
TOMORROW FOCUS Media GmbH
http://tomorrow-focus-media.de
http://tomorrow-focus-media.de
http://tomorrow-focus-media.de
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TOMORROW FOCUS Media | Smart-TV Effects 2014-1
Thank you!
Images are used from: www.thinkstockphotos.de