Adapted version with extras presented at the 'Feed your inspiration Breakfast' session of 23-4.

1. MMS 2014 – 5TH WAVE
MULTI-SCREEN & MOBILE SURVEY
APRIL2014

2. Methodology summary
Contractor :
•18+ living in BelgiumReference Universe :
•Method: based on Internet panelSample :
•Online questionnaire
•Average duration of the interview : 10'
Data Collection :
Wave 5
Feb’14
1 064 ind.
Wave 4
Dec’12
1 006 ind.
Wave 3
Nov’11
969 ind.
Wave 2
Jan’11
1 067 ind.
Wave 1
Nov’10
1 072 ind.

3. MAIN RESULTS

4. Digital Tablet
Smartphone
GSM
38%
46%
71%
19%
30%
82%
11%
26%
88%
3%
19%
92%
2%
13%
95%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
24% own both a Digital Tablet and a Smartphone
Almost 50% of Belgians own a Smartphone,
Almost 40% of Belgians own a Digital Tablet

5. Smartphone Digital Tablet Smart TV
10%
7%
12%
11%11%
15%
13%
20%
15%
17%
21%
15%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
… and purchase intent for Digital Tablets is high
Intention of purchase remains high for Tablet & Smartphone -> potential of
further grow

7. Digital TV has become the norm
Digital Cable Satellite TNT Apple TV
77%
24%
8%
3% 1%
81%
9%
5% 4%
1%
Wave 4 Wave 5
81% declare having subscribed to Digital TV operator
 Equal trend between North and South
Digital transformation is still on its way.

8. Usage of TV technologic features is growing
0%
10%
20%
30%
40%
50%
60%
70%
HD Search
function
Internet
Browser
Build-in WiFi Connected
TV
Television
3D
DLNA
network
Access App
Store
Social TV
61%
19%
16% 15%
13%
9% 9%
7%
5%
66%
33%
18% 18% 18%
14% 13%
11%
7%
Wave 4 Wave 5
* DLNA defines a standard for interoperability for reading, sharing and control multimedia devices regardless of manufacturer or nature.
Diversification of TV set usage.

9. Interest for TV technologic features that
facilitate life
5.0%
6.5%
8.6%
15.1%
16.2%
16.7%
26.9%
an app that detects what I'm watching on TV and shares it on
my social networks
an app that detects what I am watching and suggests
automatically extra's about what I am watching
(info, charachters, …)
a service that suggests products/services about what I'm
watching (books, holidays where the show is shot, soundtrack
music)
TV Screen that I can program/order with my voice, gestures or
touch
video calls (Skype) via TV Screen
an app that allows to record TV shows from outside home (at
distance)
sending contents (films, pictures, music) from
smartphone/tablets to TV screen (Airplay)
% of people who declared being from « interested » to « very interested » into the proposed features
I would be interested or very interested in…
…

10. 2 providers of Digital TV are prominent
And 66% are ‘Triple Play’; Internet, TV digital and Mobile’s subscription in one exclusive
pack
52.2%
1.3%
5.1%
37.9%
2.0%
1.3%
29.8%
68.0%
0.4% 0.4% 0.6%
Others
Others
Calculated on total who answered: 894 people (84% of total sample) – 501 VL/393 FR

11. TV watching becomes more and more multi
devices
97%
52%
15%
19% 19%
13%
7% 5%
94%
42%
26% 25% 23%
16% 14%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV Laptop Tablet laptop
connected to
TV
Gaming
console
connected to
TV
Smartphone Connected
tablet
Smartphone
connected to
TV
Wave 4 Wave 5

12. Surfing on websites is the primary reason
for second screen usage
44%
22%
25%
21% 22%
18%
9%
47%
28%
23% 22% 22%
17%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Surf on websites
related to what
i'm watching
Write on FB
about what i'm
watching
Look or buy
things related to
what I'm
watching
Consult Twitter Send emails
related to what
i'm watching
Comment online
about ads, film or
program I'm
watching
Tweet about the
TV program or
movie
Wave 4 Wave 5

13. Entertainment is the primary motivation
for using a second screen while watching TV
Entertainment, leisure – 48%
Social, sharing with friends– 16%
Intellectual
enrichment, educative related
content – 15%
Like an habit– 13%
Other – 7%
Repartition of the primary motivation among the 644 people who answered (60,5% of the total sample)

14. 23% think that using a second screen while watching TV improves
the total experience*
43% have already visited a website after seeing an ad
on TV
*: percentage calculated on the total people who answered; 636 people (59,7% of the total sample)

15. 43% have already visited a website quickly after seeing an ad on TV
#: 462 people
Immediately, 31.4%
One day later, 36.1%
2 or 3 days later, 18.2%
4 or 5 days later, 1.9%
One week later, 1.9%
More than one week
later, 1.7%
Do not know, 8.7%

17. TO REMEMBER

18. • Mobile phones (as we knew them) are slowly disappearing.
• Smartphones and tablets continue their upward trend (penetration & buying intention).
• Digital transformation of TV is still on.
• TV screen usage is more and more diversified.
• Coherence between what’s being watched on TV and what is consumed on the second
screen.
• Second screen is an opportunity to generate an extended watching/surfing experience;
• M-Commerce is taking off…
Executive summary

19. « So far, so close » ;-)
1982 2002

20. THANK YOU