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Vmmtv Screentest
- 1. multiscreen-RESEARCH screentest BY TNS COMMISSIONED BY VMMTV Which screen will play the starring role in the consumer’s life? TNS & VMMTV RESEARCH
- 2. rESEARCH INFO Multiscreen-research byvmmtv and TNS media Objective 1. Anno 2012: “Who uses which screen and how will that evolve?” 2. How does this change the tv viewer? Methodology • Focus groups: different life stages and screen usage (June 2012) • Quantitative: N= 2026 North; 15-64y (July 2012) screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 3. CONTENT 1. HOW MULTISCREENARE WE? 2. THE TV EXPERIENCE ON ANY SCREEN? 3. A NEW DIMENSION screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 4. HOW MULTISCREEN ARE WE? screentest| which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 5. FACT 11: 2/3has 3 screens Fact Penetration 96% 76%* 75% 67% 19% 16% 36% *Source: Cim Audimetrie, has digital tv, Q2 2012 | Base: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 6. FACT 22: +55%tablet usage vs previous year Fact More 10% 33% 20% 55% 28% 46% Stable 74% 53% 54% 27% 45% 38% Base: has each screen screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 7. FACT 33: tv+pc/laptop= 87% of the screen volume Fact 19% 41% 24% 3% 8% 3% Base: volume=frequency x duration screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 8. FACT 4 15%has connected TV Fact 4: 15% 10% potential Basis: has a traditional tv screen screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 9. FACT 55: +8%usage mobile screens next Fact year Usage screen next year More-less -3% +6% -5% +8% +10% Stable 82% 61% 53% 20% 30% No device (any longer) 14% 23% 51% 42% Base: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 10. Mobile screens arefuture proof Fact 1 2/3 has 3 screens Fact 2 +55% tablet usage vs previous year Fact 3 tv+pc/laptop = 87% of the screen volume Fact 4 15% has connected TV Fact 5 +8% usage mobile screens next year screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 11. The TV experience onany screen screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 12. the TV experience Onthe TV Screen screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 13. FACT 1 92% of the total tv viewung, 18-54y (jan-jun 2012 17-24h) * Source: CIM Audimetrie, % live-viewing as part LIVE screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 14. Social context determineslive viewing To watch live events or programs Out of habit For the talk value of a program To watch with the entire family To watch daily programs Base: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 15. FACT 22: 7,9%time shifted viewing Fact 7.9% 18-54y 5.7% 4+&guest Source: Cim Audimetrie, jan-jun 2012, 17-24h screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 16. FACT 22: 7,9%time shifted viewing Fact 7.9% 17% 18-54y > 5.7% 12% 4+&guests > Estimate PWC 2015 Source: Cim Audimetrie, jan-jun 2012, 17-24h Source: PWC, impact time shifted viewing, May 2012 screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 17. Digital television enhances the tv experience I don’t have to stay at home 34% I can do something else before watching tv 24% I can enjoy 2 programs at the same time 17% To skip advertising 13% Base: has digital tv, top 2% screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 18. Digital television optimizes the tv experience I get more satisfaction out of watching tv 61% I discover/view more programs 59% I watch tv programs more consciously 57% There are less conflicts in the household 43% Base: has digital tv, top 2% screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 19. THE TV experience Onanother screen screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 20. FACT 3 23,5% watches long form (incl. live) tv-content on other screens 15-24y 52,4% Base: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 21. FACT 4 32% watches short form tv-content on other screens 15-24y 48% Base: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 22. 1/3 watches shortform on laptop Short form tv content 29.3% 5.3% 3.8% Long form tv content 18.5% 3.1% 2.2% Live 7.3% 2.9% 1.8% Tv content 35% 7% 6% Base: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 23. Live Tv viewingon another screen, alone and together 76% in home “I want to watch some- thing else but still stay in the same room.” Base: watches tv live via Yelo/Tv overal screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 24. Fun, entertainment entertainment relatively important for tablets 75% Social connection Enriching 39% 64% Base: all, index entertainment vs leading motivation Routine TNS & VMMTV RESEARCH
- 25. tHe new DIMENSIon = INTERACTIon &ACTIVATIon screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 26. FACT 5 37% USES 2ND SCREEN TO DO SOMETHING with OR TO DISCUSS about TV-PROGRAMS Base: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 27. FACT 6 18% willing TO INTERACT WITH BRANDS from tv COMMERCIALS Base: bezit andere schermen Basis: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 28. 2ND SCREEN ENHANCESTHE TV- EXPERIENCE “The tv experience is enhanced by the si- multaneous use of a tv and 2nd screen” “I feel more involved with tv-programs when I can discuss about them on social media” “It is important to be able to discuss a pro- gram on the 2nd screen” Base: bezit andere schermen Basis: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 29. 2nd screen (re)action ontv content 2% sms/by calling 13% social 12% website tv channel 6% 2% uses apps related to tv content chat online/smartphone 4% apps 2% Base: all screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 30. Multiscreeners are ready forconversion FACT 7 30% e-commerce amongst screeners Question How often have you purchased a product online? 1x a month or more Base: has another screen screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 31. Tv content liveson other screens Fact 1: 92% of tv volume is watched live Fact 2: 7,9% of the tv volume is viewed time shifted Fact 3: 23,5% watches long form tv-content on other screens Fact 4: 32% watches short form tv-content on other screens Fact 5: 37% uses 2nd screen to do something with or to discuss about a tv program Fact 6: 18% is willing to interact with brands from tv commercials Fact 7: 30% of the screeners buys products online screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 32. Which screen willplay the starring role in the consumer’s life? screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 33. Which screen willplay the starring role in the consumer’s life? > It’s not about the screen, but about the viewer > who watches when he/she wants > who watches where he/she wants > other screens extend and complement the tv viewing screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 34. let’s talk about the future oftv screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 35. Future of vmma Future1: Strong tv content is the foundation for every screen Future 2: New business model: • Monetise content on any platform • Direct billing relationship with the customer Future 3: Tv program=brand with a (social) live cycle screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
- 36. Future for themarketeer Opportunity 1: multiscreen contact Opportunity 2: real interaction of tv using the 2nd screen Opportunity 3: from interaction to conversion via e-commerce screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH