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Nielsen on Devices Today

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Nielsen on Devices Today Powered By Docstoc
					Consumers in the Connected
Devices Age
          Shiven Ramji
          VP, Mobile Media & Advertiser Products
               @thinkshiv




May 18, 2011




                                                   Title of Presentation
3 Things




    How are                                                            Media
                                                                                                                           Implications for
 connected                                                             consumption
                                                                                                                           media and
    devices                                                            and
                                                                                                                           advertising
being used?                                                            advertising




                                                                                                                                                    2

 Copyright © 2011 The Nielsen Company. Confidential and proprietary.      Source: Q1 2011 Mobile Connected Device Report           Connected Devices Age
Appliances in a Household




                                   All are substitutes to one degree or another

                                                                                                                                         3

 Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Source: Q1 2011 Mobile Connected Device Report   Connected Devices Age
Think of Tablets as another device (i.e. appliance)




Tablets will substitute certain kinds of activities that are personal and
                     well-suited for that form factor

                                                                                                                                          4

  Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Source: Q1 2011 Mobile Connected Device Report   Connected Devices Age
     Great on tablets

Great                                                                                                Not so great
•   Personal Video                                                                                    • Won’t replace Phone
•   Personal casual gaming                                                                            • Family / Social viewing of TV
•   Magazines (from print to digital)                                                                 • Productivity (Spreadsheets,
•   Books (already there)                                                                               Word-processing



                                                             Future
                                                            • Companion screen
                                                            • Universal remote




                                                                                                                                               5

       Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Source: Q1 2011 Mobile Connected Device Report   Connected Devices Age
 Impact on media & advertising


• Both paid and ad-supported models look promising.

• Consumers especially receptive to advertising on tablets.
  Sight, sound & motion have high impact.

• Consumers willing to pay for interactivity and high
  production value media content

• Addressable / targeted advertising




                                                                                                                                           6

   Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Source: Q1 2011 Mobile Connected Device Report   Connected Devices Age
Tablet & Smartphone Adoption Continue
                                                                       Q1 2011
                                                                       Q4 2010

      36% Smartphones                                                  Q3 2010
                                                                       Q2 2010
                                                                       Q1 2010

                                                                       Q1 2011


      5%                                 Tablets
                                                                       Q4 2010
                                                                       Q3 2010
                                                                       Q2 2010

                                                                       Q1 2011
                                                                       Q4 2010

      13% Media players                                                Q3 2010
                                                                       Q2 2010
                                                                       Q1 2010
                                                                       Q1 2011
                                                                       Q4 2010

      9%                                 E-Readers                     Q3 2010
                                                                       Q2 2010
                                                                       Q1 2010
                                                                       Q1 2011
                                                                       Q4 2010

      8%                                 Netbooks                      Q3 2010
                                                                       Q2 2010
                                                                       Q1 2010                                                                     7
                             Q1 2010 (n=70,500), Q2 2010 (n=71,210), Q3 2010 (n=69,238), Q4 2010 (n=72,381), Q1 2011 (n=73,452)
 Copyright © 2011 The Nielsen Company. Confidential and proprietary.    Source: Q1 2011 Mobile Connected Device Report            Connected Devices Age
    Households have multiple devices…
                                                                                         Average Number of Connected Devices Owned
                                                                                                                Connected Device Owners (Wave 2 n=11,955)


                  Smartphone
                   Owners                                                                                                          4
                       Tablet Owners
                                                                                                                                   5
                                      Media player
                                        Owners                                                                                     5
                                                         E-Reader
                                                          Owners                                                                   5
                                                                        Netbook
                                                                        Owners                                                     4
Wave 2: Netbook Owners (n=1,796), Tablet owners (n=1,580), eReader Owners (n=3,140), Portable Media Player Owners (n=6,034), Smartphone Owners (n=6,079)
 Q4: Which of the following types of connected devices do you or anyone in your household currently own?                                                                     8

        Copyright © 2011 The Nielsen Company. Confidential and proprietary.       Source: Q1 2011 Mobile Connected Device Report                            Connected Devices Age
In 2011, Android surpassed Apple and Blackberry in
smartphone market share

                                                                 Operating System Share
                                               Nielsen Mobile Insights, National, Q2 '1 0- Q1 '11
                   Android OS                        RIM BlackBerry OS             Apple iPhone OS                      Windows Mobile / WP7

                                                                                                                                                          74% of apps
                                                                                                                                                37%       downloaders
 36%
                                34%                                                                                                                       have Android
                                                                                                                                                          or iOS devices
                                                                             28%                                                                27%
                                                                                                                 27%
 28%                            28%                                          29%
                                                                                                                 28%
                                                                                                                 27%

                                                                             22%                                                                22%
 16%
                                15%

                                14%                                          14%
               13%
 12%                                                                                                             12%
                                                                                                                                                10%




April '10 May '10 June '10 July '10 Aug '10 Sep '10 Oct '10     Nov '10 Dec '10 Jan '11    Feb '11 Mar '11
(n=3774) (n=3840) (n=4185) (n=3942) (n=4547) (n=4754) (n=4889) (n=4371) (n=5485) (n=5913) (n=5976) (n=6193)


                                                                                                                                    The Nielsen Company

                                                                                                                                                                           9

       Copyright © 2011 The Nielsen Company. Confidential and proprietary.         Source: Q1 2011 Mobile Connected Device Report                     Connected Devices Age
       Of the universe surveyed, Apple iPad penetration
       was the highest as the primary device
                                                                                                    Tablet Brands Owned - Primary
                                                                                                                           Tablet Owners (n=1,580)




                        82%

Q9:Which Tablet would you consider your primary device?


                                                                                                                                                                      10

                Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Source: Q1 2011 Mobile Connected Device Report                 Connected Devices Age
       Substitution effect stronger for portable game
       consoles, PCs and laptops, after tablet purchase
 Photo courtesy of:
 http://photoblog.msnbc.msn.com/_news/2011/03/11/6248579-theyre-                                                                           35%
 heeeeerrrrrrrre-apples-ipad2-goes-on-sale-to-anxious-crowds




                                                                                                                                           32%                     Less often or
                                                                                                                                                                   not at all




                                                                                                                                           27%



             1-in-4 tablet owners who own portable
             games consoles are using those devices less                                                                                   25%
             often, if at all, since purchasing a tablet.
Q69: Below is the list of connected devices that you own. You indicated that you purchased a (primary device). Since purchasing your (primary device), how has your usage of your other connected
devices changed?
               New Tablet Purchasers who also own a: eReader (n=348), Media Player (n=531), Smartphone (n=625) Netbook (277), Desktop (n=805), Laptop (n=792), Gaming Console              11
                                          (n=558), Portable Gaming Console (n=340), GPS (n=673), Internet-toTV (n=286), Internet Connected TV (255)
                 Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Source: Q1 2011 Mobile Connected Device Report                           Connected Devices Age
        Tablets and smartphones are used simultaneously when
        watching TV, e-Readers when lying in bed
                                                                                       Situations Device Used
                                                                                        Connected Device Owners (n=11,955)




Wave 2: Tablet Owners (n=1,580), eReader Owners (n=3,140), Portable Media Player Owners (n=6,034), Smartphone Owners (n=6,079), Netbok Owners (n=1,608)
Q62: Think about your (primary device) usage in the past week. When you used your (primary device) in the past week, what percentage of the time were you also doing the following as your primary
activity?
                                                                                                                                                                                           12

                 Copyright © 2011 The Nielsen Company. Confidential and proprietary.               Source: Q1 2011 Mobile Connected Device Report               Connected Devices Age
   But tablets are more of a companion screen when watching TV
                                                                Time Distribution for Device Usage by Location
                                                                                       Connected Device Owners (n=11,955)




Wave 2: Tablet Owners (n=1,580), eReader Owners (n=3,140), Portable Media Player Owners (n=6,034), Smartphone Owners (n=6,079), Netbok Owners (n=1,608)
Q62: Think about your (primary device) usage in the past week. When you used your (primary device) in the past week, what per centage of the time were you also doing the following as your primary
activity?
                                                                                                                                                                                            13

                 Copyright © 2011 The Nielsen Company. Confidential and proprietary.            Source: Q1 2011 Mobile Connected Device Report                   Connected Devices Age
              Great diversity of genres on tablets and smartphones,
              both paid and free
                                                           Types of Apps Downloaded on Tablet or Smartphone
                                                                                         Tablet and Smartphone Downloaders (n=5,562)




Q73: Please indicate if you have downloaded the following types of apps, whether paid or free, on any of your connected devices.
                                                                                                                                                                        14

                   Copyright © 2011 The Nielsen Company. Confidential and proprietary.                Source: Q1 2011 Mobile Connected Device Report   Connected Devices Age
           App downloaders are more willing to pay for games,
           books and magazines on tablets
                                                            Downloaded Paid Apps on Tablet or Smartphone
                                                                                     Paid App Tablet and Smartphone Downloaders




Games (n=786), Weather (n=227), Social Networking (n=169), Location and Direction (n=307), Music (n=611), News (n=200), Productivity (n=393), Shopping (n=162), Sports
(n=176), Banking (n=138), Movie (n=121), Books (n=421), Travel (n=151), Financial (n=165), Entertainment (n=101), Magazines (n=188)
      Q75: For the paid application types or categories that you have downloaded, please indicate on which device you downloaded th ese.
                                                                                                                                                                   15

               Copyright © 2011 The Nielsen Company. Confidential and proprietary.               Source: Q1 2011 Mobile Connected Device Report   Connected Devices Age
            Video, books, and magazine content is more regularly
            accessed on tablets than smartphones
                                                                      Media Content Accessed Through Device
                                                                                      Connected Device Owner (n=11,955)




Wave 2: Tablet Owners (n=1,580), eReader Owners (n=3,140), Portable Media Player Owners (n=6,034), Smartphone Owners (n=6,079), Netbok Owners (n=1,608)
 Q76: Which of the following media content do you regularly access through your connected device? .
                                                                                                                                                                      16

                Copyright © 2011 The Nielsen Company. Confidential and proprietary.           Source: Q1 2011 Mobile Connected Device Report         Connected Devices Age
              Video and magazines also lead in time spent on tablets
                                                    Length of Media Sessions by Content Type, Tablet Owners
      Accessed Media Content: News (n=1,025), TV Shows (n=398), Movies (n=422), Books (n=755), Magazines (n=410), Downloaded Music (n=520), Streaming Radio (n=356), Sports (n=401)




Q84: For each session, how long do you typically access (media content type) on each of your connected devices?

                                                                                                                                                                                 17

                  Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Source: Q1 2011 Mobile Connected Device Report                  Connected Devices Age
           Discovery is consolidating around search and word-of-
           mouth for tablets and smartphones
                                                                            Media Content Method of Discovery
     Accessed Media Content: Netbook Owners (n=1,796), Tablet owners (n=1,580), eReader Owners (n=3,140), Portable Media Player Owners (n=6,034), Smartphone Owners (n=6,079)




Q82: How did you learn about the media content that you currently access through your connected devices?
                                                                                                                                                                                18

               Copyright © 2011 The Nielsen Company. Confidential and proprietary.     Source: Q1 2011 Mobile Connected Device Report               Connected Devices Age
              Tablets owners are quite receptive to advertising
                                                                                  Attitudes on Mobile Ads by Device
                                                                         Connected Device Owners who Recall Seeing Ads in the Past Year (n=6,128)




Q93: Below is a list of statements that best describe how different people may feel about advertising on various connected devices. Please select which of your connected devices these
statements are applicable to. You can choose one, all or none of these devices.
                                                                                                                                                                                          19

                   Copyright © 2011 The Nielsen Company. Confidential and proprietary.              Source: Q1 2011 Mobile Connected Device Report                 Connected Devices Age
Tablet owners more likely to make a purchase after
viewing an ad
                                                             Impact of Mobile Ads by Device Type
                                                       Connected Device Owners who Recall Seeing Ads in the Past Year (n=6,128)




                                                                                                                                                                        20
                                Q94: Which of the following do you recall happening in the past 3 months when viewing ads on your connected devices?

 Copyright © 2011 The Nielsen Company. Confidential and proprietary.              Source: Q1 2011 Mobile Connected Device Report                       Connected Devices Age
In Summary
• Multiple devices will co-exist but consumers will use the
  best one for each activity and situation.

• Both paid and ad-supported models look promising.

• Consumers especially receptive to advertising on tablets.
  Sight, sound & motion have high impact.

• Consumers willing to pay for interactivity and high
  production value media content

• Addressable / targeted advertising


                                                                                                                                           21

   Copyright © 2011 The Nielsen Company. Confidential and proprietary.   Source: Q1 2011 Mobile Connected Device Report   Connected Devices Age
Thank You!

For more information, visit
blog.nielsen.com/nielsenwire/category/online_mobile/

				
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