iMinds digiMeter 2015Digital Research That Matters

@LievenDeMarez @BartVHael

DIGIMETER @ iMinds

2015: (N) = 2181, Flanders 15+

Field work: aug-sept

Online/Offline 30/70

<MISSION> Making digital technologies a driver for economic and societal growth in Flanders

Yearly monitor + topical boosters

FIVE CONSUMER PROFILES

User: 5 types of profiles

26.1%19.4% 16.0% 13.5%

24.9%

[ FREQUENCY & VARIETY OF MEDIA USAGE ]

[ QUID ANALOGUE MEDIA FANS? ]digital for everyone,

but not for everyone the ‘new normal’

2015 TAKE-AWAYS

Adoption: Smartphone outpaces the rest

MOBILE

Use: Smartphone catching upSocial media (daily)

60% (+4)

Interaction with TV programming27% (+5)

Distraction with TV program34% (+5)

Remote control for Smart TV 20%

E-commerce (monthly)17% (+6)

Searching info (daily)49% (+5)

Online banking (monthly)37% (+11)

Smartphone = most indispensable technology26%

Smartphone beats tablet

2014 2015 2014 2015 2014 2015 2014 2015Daily TV content Daily news source Daily gaming Daily social media

9%6%

23%19%

31%

22%

40%37%

7% 8%

24%29% 30% 30%

57%60%

Tablet Smartphone

(TV daily) (news daily) (gaming daily) (social media daily)

201520142013201220112010

58.3%55.8%

41.4%

27.7%

13.1%

2.0%

+11,1

+14,6

+13,7

+14,4

+2,5

Tablets? Stagnating in adoption rate

2012 2013 2014 2015

64.4%78.8%

69.4%53.0%

… & Decline in daily use

Tablet stagnates – 2 types of usersYoung families + 45

Sharing the tabletTablet = just one of the many devices

in house, + entertainment

Tablet = personal possessionTablet as main gateway to the online world

also outdoor, + functional

Snapchat

WhatsApp

Facebook Messenger

Any OTT service

SMS

0% 10% 20% 30% 40% 50% 60% 70% 80%2014

Communication services used on daily basis

OTT: Cumulation vs Cannibalisation?

Smartphone adoption Sms daily basis OTT message

daily basisFacebook

Messenger daily basis

WhatsApp daily basis

Google Hangouts/ Talk

daily basisSnapchat daily

basis15-19 93,7% 82,1% 88,5% 78,5% 37,0% 7,9% 66,5%20-29 90,4% 78,5% 75,0% 61,5% 36,4% 7,5% 32,1%30-39 89,5% 64,4% 58,6% 39,3% 30,6% 6,1% 7,1%40-49 81,6% 82,1% 49,4% 33,5% 20,6% 3,2% 4,1%50-59 61,9% 64,7% 33,7% 21,1% 18,5% 2,6% 1,5%60-64 55,4% 48,3% 22,8% 13,2% 10,5% 2,6% 0,0%65+ 33,2% 53,3% 15,7% 7,1% 11,3% 0,0% 0,0%Total 68,5% 70,0% 51,8% 39,3% 25,7% 4,7% 15,3%

Mobile: Cumulation vs Cannibalisation?Over the top = on top

92% 90% 87 33% 66%4%

MOBILE

Smartphone on the rise, both in adoption and use

… but still margin for growth (Ndl, UK, D)

Tablet stagnates

2 types of tablet users

Mobile Messaging: Over The Top comes On Top

Messaging (sms) becomes chat (OTT) & triggers distraction (gateway behavior)

Increased streaming video, music & news consumption on smartphone

MULTISCREEN

More multiscreen households

0

1

2

3

4

5

0%

7%

16%

23%

32%

21%

0%

8%

13%

20%

33%

26%

# screens in the household? (television, desktop, laptop, smartphone or tablet)

2015 2014

!

79% 3+ screens (+3)

26% 5 screens (+5)

TV

8/10 multiscreen household7/10 internet on other device during TV

Distraction (64%) vs Interaction (56%)

2014 2015 2014 2015 2014 2015 2014 2015Search additional info about

programShare opinion about program Look up info about TV

commercialReason not related to

program

17% 14%7% 7% 8% 7%

25% 23%

13%19%

12% 14%6% 9%

29%34%

43% 46%

25% 28% 26% 27%

61% 64%

Tablet Smartphone Any device*

* Any device = computer, tablet, smartphone, Smart TV or game console

digiMeter CIM (Flanders) SKO (NL)

78.2% 75.5% 76.9%77.5% 74.9% 74.5%

20142015

Coverage: % watching TV on TV set on an average day

Watching TV on TV screen? Stable

15-19 20-29 30-39 40-49 50-59 60-64 65+ TotalWeekly live programming 65,5% 58,8% 58,1% 80,7% 75,7% 89,9% 87,9% 74,7% Weekly timeshifted 64,9% 61,0% 59,6% 69,9% 63,8% 63,8% 43,3% 59,2%

Live Timeshifted

81.9%69.2%74.7%

59.2%60.0%

29.6%

Monthly Weekly Daily

-3,3

-3,3-3,9 -2,3

-4,0

-1,6

Watching TV on TV screen: stableBut youngsters: less live …

Youngsters (18-26) 69%78%

41%13%

21%8%

8%6%Total population

(15+)

(12-18)

73% 45% 66% 35%

Youngsters: less live … & more tv content on other screens

TV: Impact Netflix?

TV subscriptions remain stable Netflix (OTT) emerging on top

Telenet: Digital TV by cable

Telenet: Analog TV by cable

Proximus (former Belgacom): Digital TV by telephone line (IPTV)

TV Vlaanderen: Digital TV by satellite

Scarlet: Digital TV by telephone line (IPTV)

Stievie

Netflix

62.3%

17.7%

20.2%

3.1%

1.5%

2.3%

1.0%

61.0%

16.8%

21.4%

2.3%

2.6%

1.8%

11.5%

TV connections

2015 2014

TV: Cumulation vs Cannibalisation?Over the top = on top

Traditional TV remains stable… 2014 2015

Connection digital TV 86% 86%Watching TV on TV set (daily basis) 78% 78%

… While new forms are emerging ON TOP 2014 2015

Netflix NA 12%Streaming films/series on computer (monthly basis) 22% 26%

Daily Weekly Monthly

26.8%

60.8%

73.8%

28.9%

59.0%66.2%

Frequency Timeshifted Viewing

Access to Netflix No access to Netflix

Daily Weekly Monthly

37.2%

61.3%70.6%

60.9%

76.4% 80.4%

Frequency Live Viewing

Access to Netflix No access to Netflix

TV: Over the top = on topNo cord cutting, but impact on Live viewing ‘share’

TV: Cumulation vs Cannibalisation?Impact of Netflix?

#150.000 accounts 600.000 users

Did not cash the full potential (countermoves & disappointment)

Hop on hop off +

‘collateral’ advantage

Communicating vessels > cord cutting32% VOD → NFX first 6M

Netflix vs other VoDInvoice analysis: Cannibalisation ‘Heavy Media Omnivores’?

Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix

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Kobe (29 y.o., higher education, Telenet digital TV)

VoD Netflix

Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix

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Emma (24 y.o., university degree, Telenet digital TV)

VoD Netflix

Netflix vs other VoDInvoice analysis: Cannibalisation ‘Heavy Media Omnivores’?

Type 2: Adhoc-spending Telenet/Proximus supplemented by monthly subscription Netflix

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2402468

101214161820

Marc (40 y.o., post-university degree, Proximus digital TV)

VoD Netflix

Netflix vs other VoDInvoice analysis: Cumulation ‘Playful explorers’?

Type 3: Subscription VoD Telenet/Proximus supplemented by monthly subscription Netflix

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Frank (45 y.o., secondary education, Telenet digital TV)

VoD Netflix

Netflix vs other VoDInvoice analysis: Cumulation ‘Playful explorers’?

Streaming vs Downloading

Downloading stable, streaming on the rise Despite emerging legal streaming, illegal downloading not reduced (compensation behavior legal streamers?)

Films/Series

Music

Films/Series

Music

DO

WN

LOA

DIN

GS

TRE

AM

ING

21.0%

25.5%

21.5%

28.0%

19.8%

24.7%

25.9%

33.5%

Downloading/streaming on a computer on monthly

basis

2015 2014

Films/Series

Music

Films/Series

Music

DO

WN

LOA

DIN

GS

TRE

AM

ING

49.1%

33.9%

52.3%

35.1%

30.4%

8.7%

Proportion (mainly) illegal downloading/streaming

2015 2014Filter: people downloading/streaming content

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

72% active users of at least 1 SNS

Increasing multiple SNS use (50% 2 networks, 20% >4 networks)

Facebook rules in all age groups (67% active)

Instagram & Snapchat ~ ++ teenagers

Social Media Dependency more prevalent

77% has an account on at least 1 SNS

GAMING

GAMING

GAMING

24% of them >1h/day

Gaming = gender-neutral, but differences between gaming devices (Consoles ~male, tablet~female Playful Explorers)

Smartphone catching up with computer (30%), tablet↓ 22%

55% has played game in past month

RADIO & ONLINE MUSIC

RADIO & ONLINE MUSIC

Online Music on the rise: 59,5% (+3,2) last month

Mainly Youtube (45%, +4) & Spotify (25%, +2,5)

1/4 Spotify-users used premium/paid account

Traditional Radio remains part of our daily routine (3/4)

Podcasts? ↑, Computer, Heavy Media Omnivores

Monthly podcast via… Online Media Master

Heavy Media Omnivores

Professional Explorers

Playful Explorers

Traditional Media Fans

TOTAL Evolution

Computer 7,2% 11,0% 7,5% 5,5% 1,6% 6,9% +2,0Tablet 2,0% 8,1% 5,2% 1,5% 0,0% 5,0% -0,3Smartphone 4,0% 5,5% 3,1% 0,0% 0,0% 4,0% -0,5

NEWS CONSUMPTION

NEWS CONSUMPTION

Different sources for following the newsEver Monthly Daily

Radio 85,0% 74,6% 58,9%

National TV 85,1% 77,5% 56,8%

Desktop/laptop 69,6% 58,6% 35,2%

Printed newspaper 77,9% 55,1% 31,5%

Smartphone 54,3% 44,5% 29,3%

Regional TV 70,3% 43,8% 21,1%

Tablet 45,9% 35,3% 19,3%

Most common daily news sources?Radio and National TV - smartphone closing in (+5%)

Mobile News ConsumptionDigital natives: Smartphone = Radio and National TV. Tablet: Professional Explorers & Heavy Media Omnivores

Daily news via…Online Media

MasterHeavy Media

OmnivoresProfessional

ExplorersPlayful

ExplorersTraditional Media Fans

Radio 48,2% 59,4% 65,1% 58,2% 66,2%National TV 41,6% 49,1% 60,2% 66,5% 71,4%Computer 19,4% 27,1% 26,0% 20,5% 3,3%Printed newspaper 22,8% 24,9% 33,8% 36,6% 41,7%Smartphone 41,6% 60,8% 39,7% 1,1% 0,4%Regional TV 14,1% 12,5% 22,2% 25,3% 32,3%Tablet 0,8% 47,6% 46,7% 15,2% 1,2%

Trend: Cumulation of new media on top of traditional media

Over The Top = On Top (audiovisual and mobile messaging)

Smartphone rising while other technologies remain stable

Multiscreen households & Multitasking

TV: increased interaction & distraction

Frequent gamers play on multiple devices

20% has logged in on at least 4 social network sites in past month

4/10 >1h/d Facebook M

DIGIBESITAS

1,5% smartphone > basic feature phone

I don’t want to be accessible anytime anywhere

Aversion

Privacy infringements

2,5% abandoned Facebook

Time consuming (69%)

Privacy issues (41%)

can’t pass a day without SNS (25%)

DEPENDENCY PARADOXContinuum of self-regulation

Online M

edia

Master

Heavy

Med

ia Omnivo

re

Profes

sional

Explor

er

Playfu

l Exp

lorer

Traditio

nal Med

ia Fa

n

26.1%

19.4%16.0% 13.5%

24.9%

Are we here?

Time

Attention

DIGIBESITAS

Time active 7:00 to 23:40Total smartphone use 6 hours 5 minutesNumber of sessions 135Checking sessions 58Average time/session 6 min 10

PROBLEMATIC DIGITAL DNA PROFILE Lisa (27) 2,5h??

Time (#)app

4h09m (44)

3 min (3)

14 min (8)

3 min (3)

3 min (7)

53 min (34)

Candy Crush Saga & Soda Saga Lisa (27)

Time active 7:00 to 22:45Total smartphone use 2 hours 21 minNumber of sessions 105Checking behavior 53Average time/session 1 min 20

TYPICAL DIGITAL DNA PROFILE Arne (21) 55’??

6 min (2)

6 min (10)

4 min (12)

15 min (63)

6 min (15)

5 min (17)

5 min (11)

20 min (13)

21 min (31)

Time (#)app

Number one = Social Media Arne (21)

Facebook = monolith chunks? Arne (21)

‘Distraction’ in the slipstream of Whatsapp & co Arne (21)

Two types ‘digital natives’

145’ <52-182>

113 sessions38 notifications

Social stress> technostress

134’ <30-340>

86 sessions26 notifications

Technostress > social stressDIGIBESITAS

Two types ‘digital natives’

Digimeter 2016

Digibesitas ► Coping Mechanisms

OTT & competition on top ► expenditure impact

Digimeter + Apestaartjaren

Teaming up with you

Challenges

THANK YOU FOR YOUR TIMEMore information, full report, summary and infographics: www.digimeter.be

Lieven.DeMarez@UGent.be Bart.Vanhaelewyn@UGent.be@LievenDeMarez @BartVHael