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1 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits © Ipsos MRBI TAM Ireland Viewing Habits April 2014.

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Presentation on theme: "1 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits © Ipsos MRBI TAM Ireland Viewing Habits April 2014."— Presentation transcript:

1 1 © Ipsos MRBI /TAM Ireland Viewing Habits © Ipsos MRBI TAM Ireland Viewing Habits April 2014

2 2 © Ipsos MRBI /TAM Ireland Viewing Habits About the Research The key objectives of the research were: To determine viewing habits of the Irish market across all platforms (devices); To establish relative consumption levels by device. Methodology Face to Face interviews of 1000 people. 100 x yr olds 450 x yr olds 450 x 35+ Focused on A/V consumption yesterday – x ¼ hr What does the current viewing landscape look like?

3 3 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits All Audio-Visual Viewers 99% of all adults 15+ viewed AV content Yesterday

4 4 © Ipsos MRBI /TAM Ireland Viewing Habits The digital landscape has changed a lot since the last survey 3PLAYER AVAILABLE ON SKY ON DEMAND

5 5 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits A Device Revolution

6 6 © Ipsos MRBI /TAM Ireland Viewing Habits A Significant Growth Across All Devices Is Noted Base: All Respondents 15+: Average minutes of audio-visual content viewed yesterday All Devices On a TV 193

7 7 © Ipsos MRBI /TAM Ireland Viewing Habits Significant Increases Since 2012 in Other Devices Used to Watch A-V Content On A TV Set On Other Device In Addition To TV Set Only On Other Device (Not TV Set) Base: All Respondents 15+:

8 8 © Ipsos MRBI /TAM Ireland Viewing Habits %10%6%2% 1%* Explosion in Device Repertoire Driven by Laptops, Mobiles & Tablets 18% 18% 95% 13% Base: All Respondents 15+: 919 8% Q.1Which of the following devices (including devices which were either connected directly to your TV set or standalone) did you use to view audio/visual content on yesterday? 2% 2% 1% 1% *<0.5% = not shown 1% 1% TV Laptop Mobile Tablet Desktop Games Console Out of Home Screen Digital Player

9 9 © Ipsos MRBI /TAM Ireland Viewing Habits 1% of TV Viewers Viewed Audio-Visual Content on 3 Devices Base: All TV Viewers 15+: 2012: 878; 2014: Devices used to watch audio-visual content yesterday Laptop Tablet Smartphone Laptop 8% 3% 4% 6% 1% 3% Smartphone Tablet 1% * * 2% 3% 1% 6% 3%

10 10 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits A Device Revolution The TV set still accounts for the majority of audio-visual content consumed. There has been a significant increase since 2012 in other devices used to view audio-visual content yesterday. Summary Points The overall number of audio-visual minutes consumed has grown by 14 minutes since 2012 (216 vs. 230 mins). The TV Set remains the most popular device for viewing audio-visual content (193 minutes), followed by the Laptop (14 minutes).

11 11 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Our Audio-Visual Day

12 12 © Ipsos MRBI /TAM Ireland Viewing Habits Device X Quarter Hour Base: All Respondents 15+: 919

13 13 © Ipsos MRBI /TAM Ireland Viewing Habits Consumption of Audio-Visual Content Increases Across Other Formats 7am am am am am noon pm pm pm pm pm pm pm pm pm pm pm m'night Base: All Respondents 15+: 2012: 912; 2014: 919 Live TV 2012 Total A/V 2012

14 14 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Our Audio-Visual Day The overall number of audio-visual minutes consumed has grown by 14 minutes since 2012 (216 vs. 230 mins). The TV Set remains the most popular device for viewing audio-visual content (193 minutes), followed by the Laptop (14 minutes). The peak time for viewing audio- visual content, regardless of device is from 9pm onwards. Younger Irish males are more likely to view a-v content on non-TV devices i.e. mobile, laptop & tablet. Summary Points

15 15 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits How is The Device Revolution Changing Where and How We Watch Audio- Visual content?

16 16 © Ipsos MRBI /TAM Ireland Viewing Habits Share of Minutes by Location Remains Steady Since 2012 Base: All Responses 15+ *=<0.5% % Own Home Someone Elses Home Commuting Work School/ College Socially Public Space Other Share of Minutes by Location

17 17 © Ipsos MRBI /TAM Ireland Viewing Habits 0.3% TV socially 2.5% TV some- one elses home 0.5% TV at work Television set Laptop Desktop computer Tablet Mobile phone Games console Out of home screen 3.1% mobile own home 5.4% laptop at home 0.3% desktop at work 0.2% out of home screen at work 0.2% laptop at work 0.1% mobile commuting 1.6% tablet own home 0.2% mobile in a public space 0.5% mobile at work 0.6% TV in a public space 0.7% games console own home 1.7% desktop own home 0.2% TV other 0.3% laptop someone elses home 0.1% mobile Some one elses home 0.1% out of home screen in a public space 79.8% TV at home The Majority of viewing is still TV Consumed In Home Base: All Respondents 15+: 919

18 18 © Ipsos MRBI /TAM Ireland Viewing Habits In Home Viewing Mins *Mentions <0.5% not shown Games console TV Desktop Tablet Mobile Laptop TV Desktop Tablet Mobile Laptop Games console

19 19 © Ipsos MRBI /TAM Ireland Viewing Habits TV Set viewing minutes has increased total viewing has grown too – driven by incremental viewing on other devices. *=<0.05% Base: All Responses 15+ TV Set % Laptop Desktop Tablet Mobile Phone Games Console Out of Home Digital Player Share of Minutes by Device

20 20 © Ipsos MRBI /TAM Ireland Viewing Habits Share of Content Viewed Through Non-Traditional Formats Has Increased Base: All Responses 15+ *=<0.05% % Share of Minutes by Format

21 21 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits How is The Device Revolution Changing Where and How We Watch Audio- Visual content? 93% of audio-visual consumption remains in Home through the use of TV and other devices including laptop, mobile, tablet and desktop. In particular, a marked increase is noted between Mobile Phone at Home, in 2012 (0.6%) and 2014 (3.1%) – an increase of 2.5%. Summary Points

22 22 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Viewing Minutes By Key Audiences

23 23 © Ipsos MRBI /TAM Ireland Viewing Habits Profile of TV Viewers Base: All TV Viewers: 852 Closely mirror the general Demographics of Ireland

24 24 © Ipsos MRBI /TAM Ireland Viewing Habits The TV Viewer

25 25 © Ipsos MRBI /TAM Ireland Viewing Habits TV Viewers – Aged Years Base: All TV Viewers Aged Years: 89% of yr old viewers Viewed on a TV Accounting for 72% Of all their viewing

26 26 © Ipsos MRBI /TAM Ireland Viewing Habits Profile of Tablet Viewers Base: All Tablet Viewers: 83 More likely to be … Male yrs Working ABC1 Living in Dublin

27 27 © Ipsos MRBI /TAM Ireland Viewing Habits The Tablet Viewer

28 28 © Ipsos MRBI /TAM Ireland Viewing Habits Tablet Viewers – Aged Years Base: All Tablet Viewers Aged Years: 48* *Caution small base size 11% of all yr old a/v viewers viewed on a tablet. Accounting for 3% of their total viewing time.

29 29 © Ipsos MRBI /TAM Ireland Viewing Habits Profile of Mobile Viewers Base: All Mobile Viewers: 144 More likely to be … Male yrs Working ABC1 Living in Dublin

30 30 © Ipsos MRBI /TAM Ireland Viewing Habits The Mobile Viewer

31 31 © Ipsos MRBI /TAM Ireland Viewing Habits Mobile Viewers – Aged Years Base: All Mobile Viewers Aged Years: % of all yr old A/V viewers viewed content on a mobile Accounting for 9% of their total viewing time.

32 32 © Ipsos MRBI /TAM Ireland Viewing Habits Profile of Laptop/PC Viewers Base: All Laptop/PC Viewers: 227 More likely to be … yrs Working ABC1 Living in Dublin

33 33 © Ipsos MRBI /TAM Ireland Viewing Habits The Laptop/PC Viewer

34 34 © Ipsos MRBI /TAM Ireland Viewing Habits Laptop/PC Viewers – Aged Years Base: All Laptop/PC Viewers Aged Years: % of all yr old A/V viewers viewed on a laptop Accounting for 13% of their total viewing time.

35 35 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Viewing Minutes By Key Audiences Younger viewers (15-34 year olds) continue to consume the most audio- visual content via mobile, laptop and tablet devices. Non-Live TV has grown across all age groups with both Recorded TV and Any Other Internet registering marked increases since Own Home remains the most popular location for viewing audio-visual content, regardless of age, device or format. Summary Points

36 36 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Other Activities Engaged In While Viewing Audio-Visual Content

37 37 © Ipsos MRBI /TAM Ireland Viewing Habits Simultaneous Viewing TV set, laptop and mobile continue to be devices most often used for simultaneous viewing. 8% of respondents viewed audio-visual content simultaneously on any 2(+) devices, at any one time, compared with 3% in Base: All Respondents 15+:

38 38 © Ipsos MRBI /TAM Ireland Viewing Habits Activities Such As Talking & Social Networking Are Most Common While Viewing A/V Content Talking17% Eating10% Social Networking - Facebook 4% - Twitter 1% Social Networking17% - Facebook11% - Twitter5% - Other 1% Talking13% Talking16% Social Networking9% - Facebook7% - Twitter1% - Other1% Social Networking12% (post/read comments) - Facebook8% - Twitter3% - Other 1% Eating8% No Other Activity49%No Other Activity44%No Other Activity27% 17% 10% 5% 13% 9% 17% 16% 12% 8% 49%44%27% TVLaptopMobile

39 39 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Other Activities Engaged In While Viewing Audio-Visual Content Since 2012 there has been an increase in those accessing social networking sites while viewing audio- visual content. Facebook has emerged as the most popular site to access in general and to post/read comments about the programme being watched. Given the explosion in device consumption, it is perhaps unsurprising that simultaneous viewing has increased from 3% in 2012 to 8% in Summary Points

40 40 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Key Findings 95% of A/V viewers watched content on a TV yesterday 27% of viewers watched content on another device in addition to a TV Set (up from 15% in 2012) The overall number of audio-visual minutes consumed has grown by 14 minutes since 2012 (216 vs. 230 mins). An average of 193 minutes of content was consumed on a TV set yesterday - an increase of one minute. Device viewing does not appear to be cannibalising TV viewing. Laptops (18% yesterday), are the most popular Non -TV devices for viewing a/v content Summary Points


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