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

2 2 © Ipsos MRBI13-099586/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 12 -17 yr olds 450 x 15-34 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 MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/TAM Ireland Viewing Habits All Audio-Visual Viewers 99% of all adults 15+ viewed AV content Yesterday

4 4 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits The digital landscape has changed a lot since the last survey 3PLAYER AVAILABLE ON SKY ON DEMAND

5 5 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/TAM Ireland Viewing Habits A Device Revolution

6 6 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits A Significant Growth Across All Devices Is Noted Base: All Respondents 15+: 919 20122014 Average minutes of audio-visual content viewed yesterday 230 216 192 All Devices On a TV 193

7 7 © Ipsos MRBI13-099586/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+: 919 15+

8 8 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits 201297%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 MRBI13-099586/TAM Ireland Viewing Habits 1% of TV Viewers Viewed Audio-Visual Content on 3 Devices Base: All TV Viewers 15+: 2012: 878; 2014: 852 20122014 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 MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/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 MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/TAM Ireland Viewing Habits Our Audio-Visual Day

12 12 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Device X Quarter Hour Base: All Respondents 15+: 919

13 13 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Consumption of Audio-Visual Content Increases Across Other Formats 7am - 7.15 8am - 8.15 9am - 9.15 10am - 10.15 11am - 11.15 12 noon - 12.15 1pm - 1.15 2pm - 2.15 3pm - 3.15 4pm - 4.15 5pm - 5.15 6pm - 6.15 7pm - 7.15 8pm - 8.15 9pm - 9.15 10pm - 10.15 11pm - 11.15 11.45-12 m'night Base: All Respondents 15+: 2012: 912; 2014: 919 Live TV 2012 Total A/V 2012

14 14 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/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 MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/TAM Ireland Viewing Habits How is The Device Revolution Changing Where and How We Watch Audio- Visual content?

16 16 © Ipsos MRBI13-099586/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 MRBI13-099586/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 MRBI13-099586/TAM Ireland Viewing Habits In Home Viewing Mins *Mentions <0.5% not shown 185 +2 +1 +10 +2 183 +4 +7 +13 +2 Games console TV Desktop Tablet Mobile Laptop TV Desktop Tablet Mobile Laptop Games console

19 19 © Ipsos MRBI13-099586/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 MRBI13-099586/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 MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/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 MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/TAM Ireland Viewing Habits Viewing Minutes By Key Audiences

23 23 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Profile of TV Viewers Base: All TV Viewers: 852 Closely mirror the general Demographics of Ireland

24 24 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits The TV Viewer

25 25 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits TV Viewers – Aged 15-34 Years Base: All TV Viewers Aged 15-34 Years: 89% of 15-34 yr old viewers Viewed on a TV Accounting for 72% Of all their viewing

26 26 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Profile of Tablet Viewers Base: All Tablet Viewers: 83 More likely to be … Male 15-34 yrs Working ABC1 Living in Dublin

27 27 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits The Tablet Viewer

28 28 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Tablet Viewers – Aged 15-34 Years Base: All Tablet Viewers Aged 15-34 Years: 48* *Caution small base size 11% of all 15-34 yr old a/v viewers viewed on a tablet. Accounting for 3% of their total viewing time.

29 29 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Profile of Mobile Viewers Base: All Mobile Viewers: 144 More likely to be … Male 15-34 yrs Working ABC1 Living in Dublin

30 30 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits The Mobile Viewer

31 31 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Mobile Viewers – Aged 15-34 Years Base: All Mobile Viewers Aged 15-34 Years: 111 25% of all 15-34 yr old A/V viewers viewed content on a mobile Accounting for 9% of their total viewing time.

32 32 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Profile of Laptop/PC Viewers Base: All Laptop/PC Viewers: 227 More likely to be … 15-34 yrs Working ABC1 Living in Dublin

33 33 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits The Laptop/PC Viewer

34 34 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits Laptop/PC Viewers – Aged 15-34 Years Base: All Laptop/PC Viewers Aged 15-34 Years: 141 33% of all 15-34 yr old A/V viewers viewed on a laptop Accounting for 13% of their total viewing time.

35 35 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/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 2012. Own Home remains the most popular location for viewing audio-visual content, regardless of age, device or format. Summary Points

36 36 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/TAM Ireland Viewing Habits Other Activities Engaged In While Viewing Audio-Visual Content

37 37 © Ipsos MRBI13-099586/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 2012. Base: All Respondents 15+: 919 2012 2014

38 38 © Ipsos MRBI13-099586/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 MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/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 2014. Summary Points

40 40 © Ipsos MRBI13-099586/TAM Ireland Viewing Habits© Ipsos MRBI13-099586/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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