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TAM Ireland Viewing Habits

TAM Ireland Viewing Habits. 13 th March 2013. Table of Contents. Introduction Background Objectives Research Methodology Sample Profile Findings Respondent-Based Findings Time-Weighted Findings Profiles Conclusions. REPORT HIGHLIGHTS. …..if you only have 2 minutes.

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TAM Ireland Viewing Habits

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  1. TAM Ireland Viewing Habits 13th March 2013

  2. Table of Contents Introduction • Background • Objectives • Research Methodology • Sample Profile Findings • Respondent-Based Findings • Time-Weighted Findings • Profiles Conclusions

  3. REPORT HIGHLIGHTS …..if you only have 2 minutes 97% of Irish adults watched audio-visual content on a TV set yesterday. 15% watched content yesterday on another device in addition to a TV set (rising to 26% amongst 15-34 year olds). Beyond the TV set, laptops are by far the most popular devices for viewing content. Younger Irish are the most likely to be viewing content on non-TV devices. 216 minutes of audio-visual content is viewed in a typical day.

  4. REPORT HIGHLIGHTS …..if you only have 2 minutes TV Set is the most popular device (192 minutes); Own Home is the most popular location (202 minutes); and Live TV is the most popular format (182 minutes). Younger (15-34) adults spend less time viewing content on a TV set than average (176 minutes per day vs. an average of 192 minutes), but almost reach the average when all devices are taken into account (215 minutes per day vs. an average of 216 minutes). Almost half of the time (49%) we do not do anything else while watching the TV set. Same for mobile (48%). While on the laptop we are somewhat more likely to be active, only reporting to be engaged in no other activity 35% of the time.

  5. Introduction

  6. Background • TAM Ireland commissioned Ipsos MRBI to conduct research into the diversified Irish viewing universe. • While linear TV remains the leader in delivering viewing content to consumers, it now competes with a variety of other devices, including laptops, tablets, and smartphones, for viewing time. The introduction of Sky to the Irish market has also expanded the universe. • These options provide a service and convenience that linear television does not including freedom from the constraints of time, place, and selection which the traditional television viewer has experienced.

  7. Objectives • The main objectives of the research were: • To determine viewing habits of the Irish market across all platforms (devices); • To establish relative consumption levels by device. • Further objectives included: • To examine where each viewing device is being used; • To evaluate when (during the course of the day) each device is used; • To determine the content viewed across platforms; • To examine activities engaged in while viewing; • To explore the viewing habits of the younger generation. What does the current viewing landscape look like?

  8. In home, face-to-face survey with 1,000 audio-visual content viewers. The sample excluded those who had not viewed any audio-visual content yesterday. Therefore, figures are a reflection of yesterday’s population of audio-visual content consumers. Fieldwork conducted w/c 26th November - 20th December, 2012. CAPI (Computer-Assisted Personal Interviewing) provided advantages including: faster turnaround of results interviewer error reduced due to automatic routing elimination of data entry phase Research Methodology

  9. For the purposes of this study, audio-visual content was defined to participants by interviewers as: Any moving, audible material presented on a screen of any kind, including regularly scheduled (live) and pre-recorded (time shifted) TV shows or programs, short-form video clips, music videos, movies, box sets, DVD/VCR etc. Participants were told that we were interested in all of the audio-visual content viewed on any personal or communal device used for viewing, including: Television, DVD/VCR player, computer, laptop, tablet, mobile, games console or public screen. Interviewers confirmed understanding of ‘audio-visual content’ before progressing with the survey. Research Methodology – Audio-Visual Content Defined

  10. Questionnaire Design Day after recall: respondents were asked to recall viewing activities from the previous day (yesterday) Device based: device (e.g. television set, laptop) basis for each question providing pointed information in relation to platform The nationally representative sample wascomprised as follows, with disproportionate sampling for 15-34’s and a booster sample of 12-14 year olds*: Research Methodology *At the analysis stage, corrective weights were applied to eliminate obvious demographic biases and to weight back disproportionate sampling to known profile population according to latest CSO estimates.

  11. Sample Profile Gender % Age % Region % Social Class % Housekeeper % AB C1 C2 DE F 15-24 25-34 35-54 55+ Dublin Rest of Leinster Munster Conn/ Ulster Male Female Resp./ shared Other person Base: All Respondents 15+: 912

  12. A Bit About This Report … • First, findings will be explored based on respondent figures (proportions of the sample which indicated use/activity). • Then, findings based on time-weighted data will be presented. • Time-weighted data is based on the aggregation of all answers given for each time segment, multiplied by the relevant number of minutes for each segment. • Please note these icons at the bottom of each page which indicate “respondent” or “time-weighted” data. Respondent Based Time-Weighted

  13. Legends Device Location Format Television Set At Own Home Live TV Laptop Someone’s Else’s Home Recorded TV Commuting Desktop Computer Paid For Subscription Service Tablet At Work DVD Mobile Phone Socially From Players (RTE Player, 3 Player, 4OD SkyGo) Any other internet Short Form Video Rec. TV Paid For From Players Live TV DVD Games Console* Public Space Short Form Video (e.g. You Tube, Facebook etc.) Out Of Home Screen School/College Digital Player (Apple TV) Any other downloaded audio-visual content from internet *Games console as used for viewing audio-visual content not game playing

  14. Respondent Based Findings

  15. Devices • 97% of Irish adults watched audio-visual content on a TV set yesterday. • 15% watched content yesterday on another device in addition to a TV set (rising to 26% amongst 15-34 year olds). • Beyond the TV set, laptops are by far the most popular devices for viewing content. Summary Points

  16. Devices On Which Audio-Visual Content Was Viewed Yesterday – Summary On A TV Set On Other Device In Addition To TV Set Only On Other Device (Not TV Set) 15+ Base: All Respondents 15+: 912

  17. Devices On Which Audio-Visual Content Was Viewed Yesterday By Device Q.1 Which 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? 97% 10% 6% 2% 2% 2% While majority of viewing is in own home, 38% view on tablet outside of home 1% Most viewed location Public outside Base: All Respondents 15+: 912 *Caution: Small Base Size

  18. Reach – Devices On Which Audio-Visual Content Was Viewed Yesterday Base: All Respondents 15+: 912 Q.1 Which 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? *=<0.5%

  19. Index Of Device Used For Viewing Content Yesterday By Key Audience Base: All Respondents 15+: 912

  20. Index Of Device Used For Viewing Content Yesterday By Key Audience Base: All Respondents 15+: 912

  21. Yesterday Television Set Viewers Gender % Age % Region % Social Class % Housekeeper % AB C1 C2 DE F (13) 15-24 25-34 35-54 55+ (16) Dublin Rest of Leinster Munster Conn/ Ulster (28) Male Female (49) (27) Resp./ shared Other person (21) (68) (27) (22) (35) (27) (51) (30) (32) (28) (18) (8) Base: All TV Users 15+: 878 ( ) Total Sample

  22. Yesterday Laptop Viewers Gender % Age % Region % Social Class % Housekeeper % AB C1 C2 DE F 15-24 25-34 35-54 55+ (16) (13) Dublin Rest of Leinster Munster Conn/ Ulster (28) Male Female Resp./ shared Other person (49) (68) (27) (21) (27) (22) (35) (51) (27) (30) (32) (28) (18) (8) Base: All Laptop Users 15+: 99 ( ) Total Sample

  23. Yesterday Mobile Phone Viewers Gender % Age % Region % Social Class % Housekeeper % AB C1 C2 DE F (13) Resp./ shared Other person Dublin Rest of Leinster Munster Conn/ Ulster (28) 15-24 25-34 35-54 55+ (16) (68) Male Female (49) (27) (27) (21) (22) (32) (27) (51) (35) (30) (18) (28) (8) Base: All Mobile Phone Users 15+: 55 ( ) Total Sample

  24. Yesterday Desktop Viewers Gender % Age % Region % Social Class % Housekeeper % 15-24 25-34 35-54 55+ (16) (21) AB C1 C2 DE F (13) (28) Male Female (49) Dublin Rest of Leinster Munster Conn/ Ulster Resp./ shared Other person (68) (27) (35) (27) (51) (22) (27) (30) (28) (32) (18) (8) Base: All Desktop Users 15+: 18* ( ) Total Sample *Caution: Small Base Size

  25. Yesterday Tablet Viewers Gender % Age % Region % Social Class % Housekeeper % AB C1 C2 DE F (13) Resp./ shared Other person Male Female (68) (49) Dublin Rest of Leinster Munster Conn/ Ulster (28) 15-24 25-34 35-54 55+ (16) (27) (27) (51) (32) (21) (27) (22) (30) (35) (18) (8) (28) Base: All Tablet Users 15+: 24* ( ) Total Sample *Caution: Small Base Size

  26. Yesterday Games Console Viewers Gender % Age % Region % Social Class % Housekeeper % (13) AB C1 C2 DE F Resp./ shared Other person (68) Dublin Rest of Leinster Munster Conn/ Ulster (28) (27) 15-24 25-34 35-54 55+ (16) Male Female (49) (22) (27) (32) (27) (30) (21) (51) (18) (35) (8) (28) Base: All Game Console Users 15+: 25* ( ) Total Sample *Caution: Small Base Size

  27. Live TV • 94% of respondents viewed Live TV yesterday. • The vast majority of Live TV is viewed on a TV set at home. Summary Points

  28. How Many Watched Live TV Yesterday Q.4 Which of the following did you view on <device> yesterday? Live TV On Any Device Live TV By Device 94% viewed Live TV yesterday Base: All Respondents 15+: 912 *Note: multicode Mentions <1% not shown

  29. Time-WeightedFindings

  30. Device Viewing By Location & Format • 216 minutes of audio-visual content is viewed in a typical day. • TV Set is the most popular device (192 minutes); Own Home is the most popular location (202 minutes); and Live TV is the most popular format (182 minutes). Summary Points

  31. Legends Location Format At own home Live TV Someone’s else’s home Recorded TV Commuting Paid for subscription service At work DVD Socially From Players (RTE Player, 3 Player, 4OD SkyGo) Any other internet Short Form Video Rec. TV Paid For From Players Live TV Public DVD Public space Short form video (e.g. You Tube, Facebook etc.) School/College Any other downloaded audio-visual content from internet

  32. Total Pie Of Viewing Minutes Q.2 You mentioned you viewed audio/visual content on a [device] yesterday, can you identify all of the times you viewed audio/visual content on a [device] yesterday? 216 minutes of audio-visual content viewed on average each day Base: All Respondents 15+: 912

  33. Viewing Minutes – Device Share Of Viewing Q.2 You mentioned you viewed audio/visual content on a [device] yesterday, can you identify all of the times you viewed audio/visual content on a [device] yesterday? Device Share Of Viewing Base: All Responses 15+

  34. Viewing Minutes – Format Share Of Viewing Q.4 Which of the following did you view on the [device] yesterday? Format Share Of Viewing Base: All Responses 15+

  35. Share Of Viewing Minutes – Device By Location 85.4% TV at home 1.5% TV some-one else’s home Television set Laptop Desktop computer 0.5% tablet own home Tablet Mobile phone 0.6% mobile own home Games console 0.2% laptop someone else’s home Out of home screen 0.2% tablet commuting 0.7% TV socially 0.3% mobile at work 0.8% laptop at work 0.2% mobile commuting 0.1% TV in a public space 0.9% games console own home 0.4% desktop at work 0.1% mobile in a public space 0.9% TV at work 0.1% out of home screen at work 4.6% laptop at home 1.1% desktop own home 0.4% TV other 0.2% out of home screen in a public space 0.3% mobile someone else’s home 0.2% laptop someone else’s home Base: All Respondents 15+: 912

  36. Share Of Viewing Minutes – Device By Location Base: All Respondents 15+: 912 *=<0.5%

  37. Viewing On Television Set – Location & Format? Q.3 Where did you view content on the [device] yesterday? Q.4 Which of the following did you view on the [device] yesterday? Location 192 mins 96% 2% 1% 1% Format Rec. TV Live TV Paid For DVD 92% 6% 1% 1% Base: All TV Set Users 15+

  38. Viewing On Any Other Device (Not Television Set)– Location & Format? Q.3 Where did you view content on the [device] yesterday? Q.4 Which of the following did you view on the [device] yesterday? Location Public 24 mins 71% 14% 6% 4% 4% 1% 1% Format Any other internet Short Form Video From Players Rec. TV Live TV Paid For Other DVD 25% 22% 17% 11% 9% 7% 5% 4% Base: All Any Other Device Users 15+

  39. Viewing On Laptop – Location & Format? Q.3 Where did you view content on the [device] yesterday? Q.4 Which of the following did you view on the [device] yesterday? Location 12 mins 82% 4% 1% 13% Format Any other internet Short Form Video Rec. TV From Players Live TV 28% 12% 11% 17% 16% Base: All Laptop Users 15+ *Format <10% not shown

  40. Viewing On Mobile Phone – Location & Format? Q.3 Where did you view content on the [device] yesterday? Q.4 Which of the following did you view on the [device] yesterday? Location Public 39% 18% 15% 17% 9% Format 3 mins Any other internet Short Form Video Rec. TV Live TV 16% 12% 38% 23% *Location <8% not shown Base: All Mobile Phone Users 15+ *Format <10% not shown

  41. Viewing On Desktop Computer – Location & Format? Q.3 Where did you view content on the [device] yesterday? Q.4 Which of the following did you view on the [device] yesterday? Location 3 mins 73% 27% Format Any other internet Short Form Video Rec. TV Live TV Paid For 7% 14% 46% 11% 18% Base: All Desktop Users 15+ *Caution: Small Base Size (18) *Format <5% not shown

  42. Viewing On Tablet – Location & Format? Q.3 Where did you view content on the [device] yesterday? Q.4 Which of the following did you view on the [device] yesterday? Location Public 62% 20% 7% 4% 4% 2% 1% 2 mins Format Any other internet Short Form Video From Players Rec. TV Live TV DVD 36% 24% 17% 13% 8% 1% Base: All Tablet Users 15+ *Caution: Small Base Size (18)

  43. Viewing Minutes By Key Audiences Summary Points • Younger (15-34) adults spend less time viewing content on a TV set than average (176 minutes per day vs. an average of 192 minutes), but almost reach the average when all devices are taken into account (215 minutes per day vs. an average of 216 minutes). • Younger viewers (15-34 years) are also more likely than viewers generally to consume beyond Live TV, viewing more Recorded TV, DVD and content from Players.

  44. Device Used For Viewing By Key Audience Base: All Responses 15+ *=<0.5%

  45. Format Of Viewing By Key Audience Base: All Responses 15+ *=<0.5%

  46. Location Of Viewing By Key Audience Base: All Responses 15+ *=<0.5%

  47. Share Of Minutes – Device By Format Base: All Respondents 15+: 912 *=<0.5%

  48. Other Activities Engaged In Summary Points • Almost half of the time (49%) we do not do anything else while watching the TV set. Same for mobile (48%). While on the laptop, we are somewhat more likely to be active, with only 35% not engaged in any other activity. • Just 1% of content is viewed simultaneously with another form of content.

  49. Proportion Of Time Spent On Other Activities While Viewing On Television Set Q.5 Which of the following activities, if any, were you also engaged in while viewing audio/visual content on the <device>? % Of Minutes Spent On Activity TV Set Base: All TV Set Users 15+: 878 *Mentions <1% not shown

  50. Proportion Of Time Spent On Other Activities While Viewing On Laptop Q.5 Which of the following activities, if any, were you also engaged in while viewing audio/visual content on the <device>? % Of Minutes Spent On Activity Laptop Base: All Laptop Users 15+: 99 *Mentions <1% not shown

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