Digimeter Wave 4

Wave 4 Wave 4 Aug – Nov 2011 Aug – Nov 2011

Methodology Methodology

Annual monitoring of at least 800 inhabitants of Flanders Usage and possession of (new) media and ICT Fourth wave in 2011 Representative sample on gender, age (15+) and province CAPI, online and offline paper survey 1560 respondents (15+) Data collection period: August 2011 – November 2011

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Demographics Demographics

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7,2

14,5

15,4

18,2

16,2

7,2

21,3

15 - 19

20 - 29

30 - 39

40 - 49

50 - 59

60 - 64

+65

Age categories (%, N=1560)

Gender (%, N=1560)

Chapter 1: TV Chapter 1: TV

97,1% owns a TV 75,9% has digital TV 66,8% has a flatscreen as primary screen

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TV equipment: flatscreen versus classic TV tube (%, N=1560)

* Evolution in comparison to the previous wave (August – November 2010)

*

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Watching television – Time schedule (%, N=1560)

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Watching television – Usage locations (%, N=1428)

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The use of different functionalities on digital TV (%, N=1185)

Daily, weekly or monthly usage of digital TV functionalities according to adoption time digital TV

(%, N=1185)

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Chapter 2: Computer Chapter 2: Computer

91,4% has a computer: 66,7% laptop 76,3% desktop Profile of those without computer : 60+ retired lower educated profile 89,9% of the computer owners has an Internet connection 13,1% owns a tablet (iPad and/or other)

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Number of desktops – laptops – tablets per desktop – laptop – tablet owner

(%, N=1040) (%, N=1191) (%, N=205)

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Number and types of devices: desktop, laptop & tablet

(%, N=1560)

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Using a computer – Time schedule (%, N=1560)

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Using a computer – Usage locations (%, N=1428)

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The use of different functionalities on computer (%, N=1448)

Reasons for not having a computer (%, N=87)

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Chapter 3: Mobile Chapter 3: Mobile

76,4% has a GSM 40,4% has a smartphone 11,5% owns more than one mobile phone 23,8% has a mobile data subsription (9% increase) 13,1% owns a tablet (iPad and/or other)

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Application use on all kinds of mobile phones (smartphones and GSMs)

(%, N=1463)

Application use on the smartphones (%, N=617)

Ownership of iPads and other tablets (%, N=1560)

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Application use on tablets (%, N=204)

Chapter 4: Internet & SNS Chapter 4: Internet & SNS

91,6% has an Internet connection Profile of those without Internet connection: 60+ retired lower income lower educated Strong increase of online over-the-top communication (chat +13,2% / video chat + 12%)

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Using the Internet and visiting social network sites Time schedule

(%, N=1560)

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Using the Internet and visiting social network sites Usage locations

(%, N=1410 – N=1084)

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What happens daily on the Internet (%, N=1379)

Top 10 accounts & social network sites on the Internet

(%, N=1084)

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Chapter 5: Gaming Chapter 5: Gaming

37,1% self-proclaimed gamer 27,8% hidden gamer = self-proclaimed non-gamer that nevertheless plays games on digital TV, computer, tablet or mobile phone 35,1% real non-gamer

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Playing games – Time schedule (%, N=1560)

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Playing games – Usage locations (%, N=579)

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Type of game console (%, N=1560)

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Playing games on different devices (%)

Chapter 6: Traditional media Chapter 6: Traditional media

Growing digital consumption of news News paper, radio news and regional TV news maintains a status quo

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Magazines/newspapers, listening radio and music Time schedule

(%, N=1560)

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Magazines/newspapers, listening radio and music Usage locations

(%, N=1428 – N=1480 – N=1460)

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Regularity of following the news through diverse channels (%, N=1560)

Regularity of listening to the radio/music through different devices

(%)

Have you ever bought music online? (%, N=1429)

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Profiles Profiles

Overarching segmentation of all respondents 5 profiles Based on moments of use of different media during week and weekend:

Tv Radio Computer Internet Social network sites Listening to music Gaming Reading newspapers and/or magazines

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31,4% of the Flemish population

♂ 50,6% - ♀ 49,4%

Close socio-demographical representation of the Flemish population

A general low media usage

Average-percieved digital skills

Moderate interest in new media

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18,6% of the Flemish population

♂ 60,1% - ♀ 39,9%

Mainly between 15 - 29 years and studying

High usage of computer, Internet and social networking sites

Highest-percieved digital skills

High interest in media hypes

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22,9% of the Flemish population

♂ 41,7% - ♀ 58,3%

Middle-aged with an average education and income

High interest in classical media and news

Average-percieved digital skills

Low adoption-intention for hype technologies

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10,7% of the Flemish population

♂ 35,9% - ♀ 64,1%

Mainly 65+ and low educated

Owning ‘old fashion’ devices

Very low-perceived digital skills

Unfamiliar with hype technologies

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16,3% of the Flemish population

♂ 50,8% - ♀ 49,2%

Mainly between 20 - 30 years with a higher education

High usage of mobile devices and the Internet

High-percieved digital skills

Moderate interest in hype technologies

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Representation of five distinguishing profiles of the Flemish media user

(%, N=1560)

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Evolution wave 1 - 4 Evolution wave 1 - 4

Contact and more info? Contact and more info?

Full report available at www.digimeter.be panel@ibbt.be Follow us on digimeter is a research initiative of -

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