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iMinds digiMeter 2015
Digital 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%
Online Media Master Heavy Media Omnivore Professional Explorer Playful Explorer Traditional Media Fan
[ 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 up
Social media (daily)
60% (+4)
Interaction with TV programming
27% (+5)
Distraction with TV program
34% (+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
technology
26%
Smartphone beats tablet
9%
6%
23%
19%
31%
22%
40%
37%
7% 8%
24%
29% 30% 30%
57%
60%
2014 2015 2014 2015 2014 2015 2014 2015
Daily TV content Daily news source Daily gaming Daily social media
Tablet Smartphone
(TV daily) (news daily) (gaming daily) (social media daily)
58.3%55.8%
41.4%
27.7%
13.1%
2.0%
201520142013201220112010
+11,1
+14,6
+13,7
+14,4
+2,5
Tablets? Stagnating in adoption rate
64.4%
78.8%
69.4%
53.0%
2012 2013 2014 2015
… & Decline in daily use
Tablet stagnates – 2 types of users
Young families + 45
Sharing the tablet
Tablet = just one of the many devices
in house, + entertainment
Tablet = personal possession
Tablet as main gateway to the online world
also outdoor, + functional
0% 10% 20% 30% 40% 50% 60% 70% 80%
Snapchat
WhatsApp
Facebook Messenger
Any OTT service
SMS
2014
Communication services used on daily basis
OTT: Cumulation vs Cannibalisation?
Smartphone
adoption
Sms daily basis
OTT message
daily basis
Facebook
Messenger daily
basis
WhatsApp daily
basis
Google
Hangouts/ Talk
daily basis
Snapchat daily
basis
15-19 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%
7%
16%
23%
32%
21%
0%
8%
13%
20%
33%
26%
0
1
2
3
4
5
# screens in the household?
(television, desktop, laptop, smartphone or tablet)
2014 2015
!
79% 3+ screens (+3)
26% 5 screens (+5)
TV
8/10 multiscreen household
7/10 internet on other device during TV
Distraction (64%) vs Interaction (56%)
17%
14%
7% 7% 8% 7%
25% 23%
13%
19%
12%
14%
6%
9%
29%
34%
43%
46%
25%
28% 26% 27%
61%
64%
2014 2015 2014 2015 2014 2015 2014 2015
Search additional info about
program
Share opinion about program Look up info about TV commercial Reason not related to program
Tablet Smartphone Any device*
* Any device = computer, tablet, smartphone, Smart TV or game console
78.2% 75.5% 76.9%77.5% 74.9% 74.5%
digiMeter CIM (Flanders) SKO (NL)
2014 2015
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+ Total
Weekly 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%
81.9%
69.2%74.7%
59.2%60.0%
29.6%
Live Timeshifted
Monthly Weekly Daily
-3,3
-3,3
-3,9 -2,3
-4,0
-1,6
Watching TV on TV screen: stable
But 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
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%
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
TV connections
2014 2015
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%
26.8%
60.8%
73.8%
28.9%
59.0%
66.2%
Daily Weekly Monthly
Frequency Timeshifted Viewing
Access to Netflix No access to Netflix
37.2%
61.3%
70.6%
60.9%
76.4%
80.4%
Daily Weekly Monthly
Frequency Live Viewing
Access to Netflix No access to Netflix
TV: Over the top = on top
No 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 cutting
32% VOD → NFX first 6M
2016 05 19 digimeter 2015   vrt st
Netflix vs other VoD
Invoice analysis: Cannibalisation ‘Heavy Media Omnivores’?
Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix
0
1
2
3
4
5
6
7
8
9
10
Kobe (29 y.o., higher education, Telenet digital TV)
VoD Netflix
Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix
0
2
4
6
8
10
12
Emma (24 y.o., university degree, Telenet digital TV)
VoD Netflix
Netflix vs other VoD
Invoice analysis: Cannibalisation ‘Heavy Media Omnivores’?
Type 2: Adhoc-spending Telenet/Proximus supplemented by monthly subscription Netflix
0
2
4
6
8
10
12
14
16
18
20
Marc (40 y.o., post-university degree, Proximus digital TV)
VoD Netflix
Netflix vs other VoD
Invoice analysis: Cumulation ‘Playful explorers’?
Type 3: Subscription VoD Telenet/Proximus supplemented by monthly subscription Netflix
0
5
10
15
20
25
30
Frank (45 y.o., secondary education, Telenet digital TV)
VoD Netflix
Netflix vs other VoD
Invoice 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?)
21.0%
25.5%
21.5%
28.0%
19.8%
24.7%
25.9%
33.5%
Films/Series
Music
Films/Series
Music
DOWNLOADINGSTREAMING
Downloading/streaming on a
computer on monthly basis
2014 2015
49.1%
33.9%
52.3%
35.1%
30.4%
8.7%
Films/Series
Music
Films/Series
Music
DOWNLOADINGSTREAMING
Proportion (mainly) illegal
downloading/streaming
2014 2015
Filter: 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% +2,0
Tablet 2,0% 8,1% 5,2% 1,5% 0,0% 5,0% -0,3
Smartphone 4,0% 5,5% 3,1% 0,0% 0,0% 4,0% -0,5
NEWS CONSUMPTION
NEWS CONSUMPTION
Different sources for following the news
Ever 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 Consumption
Digital natives: Smartphone = Radio and National TV.
Tablet: Professional Explorers & Heavy Media Omnivores
Daily news via…
Online Media
Master
Heavy Media
Omnivores
Professional
Explorers
Playful
Explorers
Traditional
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 PARADOX
Continuum of self-regulation
2016 05 19 digimeter 2015   vrt st
26.1%
19.4%
16.0%
13.5%
24.9%
Online Media Master Heavy Media Omnivore Professional Explorer Playful Explorer Traditional Media Fan
Are we here?
Time
Attention
DIGIBESITAS
Time active 7:00 to 23:40
Total smartphone use 6 hours 5 minutes
Number of sessions 135
Checking sessions 58
Average 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 22:45
Total smartphone use 2 hours 21 min
Number of sessions 105
Checking behavior 53
Average 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 sessions
38 notifications
Social stress> technostress
134’
<30-340>
86 sessions
26 notifications
Technostress > social stress
DIGIBESITAS
Two types ‘digital natives’
2016 05 19 digimeter 2015   vrt st
Digimeter 2016
Digibesitas ► Coping Mechanisms
OTT & competition on top ► expenditure impact
Digimeter + Apestaartjaren
Teaming up with you
Challenges
THANK YOU FOR YOUR TIME
More information, full report, summary and infographics:
www.digimeter.be
Lieven.DeMarez@UGent.be Bart.Vanhaelewyn@UGent.be
@LievenDeMarez @BartVHael

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2016 05 19 digimeter 2015 vrt st

  • 1. iMinds digiMeter 2015 Digital Research That Matters @LievenDeMarez @BartVHael
  • 2. 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
  • 4. User: 5 types of profiles 26.1% 19.4% 16.0% 13.5% 24.9% Online Media Master Heavy Media Omnivore Professional Explorer Playful Explorer Traditional Media Fan [ FREQUENCY & VARIETY OF MEDIA USAGE ] [ QUID ANALOGUE MEDIA FANS? ] digital for everyone, but not for everyone the ‘new normal’
  • 8. Use: Smartphone catching up Social media (daily) 60% (+4) Interaction with TV programming 27% (+5) Distraction with TV program 34% (+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 technology 26%
  • 9. Smartphone beats tablet 9% 6% 23% 19% 31% 22% 40% 37% 7% 8% 24% 29% 30% 30% 57% 60% 2014 2015 2014 2015 2014 2015 2014 2015 Daily TV content Daily news source Daily gaming Daily social media Tablet Smartphone (TV daily) (news daily) (gaming daily) (social media daily)
  • 11. 64.4% 78.8% 69.4% 53.0% 2012 2013 2014 2015 … & Decline in daily use
  • 12. Tablet stagnates – 2 types of users Young families + 45 Sharing the tablet Tablet = just one of the many devices in house, + entertainment Tablet = personal possession Tablet as main gateway to the online world also outdoor, + functional
  • 13. 0% 10% 20% 30% 40% 50% 60% 70% 80% Snapchat WhatsApp Facebook Messenger Any OTT service SMS 2014 Communication services used on daily basis OTT: Cumulation vs Cannibalisation?
  • 14. Smartphone adoption Sms daily basis OTT message daily basis Facebook Messenger daily basis WhatsApp daily basis Google Hangouts/ Talk daily basis Snapchat daily basis 15-19 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%
  • 15. 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
  • 17. More multiscreen households 0% 7% 16% 23% 32% 21% 0% 8% 13% 20% 33% 26% 0 1 2 3 4 5 # screens in the household? (television, desktop, laptop, smartphone or tablet) 2014 2015 ! 79% 3+ screens (+3) 26% 5 screens (+5)
  • 18. TV
  • 19. 8/10 multiscreen household 7/10 internet on other device during TV Distraction (64%) vs Interaction (56%) 17% 14% 7% 7% 8% 7% 25% 23% 13% 19% 12% 14% 6% 9% 29% 34% 43% 46% 25% 28% 26% 27% 61% 64% 2014 2015 2014 2015 2014 2015 2014 2015 Search additional info about program Share opinion about program Look up info about TV commercial Reason not related to program Tablet Smartphone Any device* * Any device = computer, tablet, smartphone, Smart TV or game console
  • 20. 78.2% 75.5% 76.9%77.5% 74.9% 74.5% digiMeter CIM (Flanders) SKO (NL) 2014 2015 Coverage: % watching TV on TV set on an average day Watching TV on TV screen? Stable
  • 21. 15-19 20-29 30-39 40-49 50-59 60-64 65+ Total Weekly 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% 81.9% 69.2%74.7% 59.2%60.0% 29.6% Live Timeshifted Monthly Weekly Daily -3,3 -3,3 -3,9 -2,3 -4,0 -1,6 Watching TV on TV screen: stable But youngsters: less live …
  • 22. 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
  • 24. TV subscriptions remain stable Netflix (OTT) emerging on top 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% 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 TV connections 2014 2015
  • 25. 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%
  • 26. 26.8% 60.8% 73.8% 28.9% 59.0% 66.2% Daily Weekly Monthly Frequency Timeshifted Viewing Access to Netflix No access to Netflix 37.2% 61.3% 70.6% 60.9% 76.4% 80.4% Daily Weekly Monthly Frequency Live Viewing Access to Netflix No access to Netflix TV: Over the top = on top No cord cutting, but impact on Live viewing ‘share’
  • 27. 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 cutting 32% VOD → NFX first 6M
  • 29. Netflix vs other VoD Invoice analysis: Cannibalisation ‘Heavy Media Omnivores’? Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix 0 1 2 3 4 5 6 7 8 9 10 Kobe (29 y.o., higher education, Telenet digital TV) VoD Netflix
  • 30. Type 1: Adhoc-spending Telenet/Proximus replaced by monthly subscription Netflix 0 2 4 6 8 10 12 Emma (24 y.o., university degree, Telenet digital TV) VoD Netflix Netflix vs other VoD Invoice analysis: Cannibalisation ‘Heavy Media Omnivores’?
  • 31. Type 2: Adhoc-spending Telenet/Proximus supplemented by monthly subscription Netflix 0 2 4 6 8 10 12 14 16 18 20 Marc (40 y.o., post-university degree, Proximus digital TV) VoD Netflix Netflix vs other VoD Invoice analysis: Cumulation ‘Playful explorers’?
  • 32. Type 3: Subscription VoD Telenet/Proximus supplemented by monthly subscription Netflix 0 5 10 15 20 25 30 Frank (45 y.o., secondary education, Telenet digital TV) VoD Netflix Netflix vs other VoD Invoice analysis: Cumulation ‘Playful explorers’?
  • 34. Downloading stable, streaming on the rise Despite emerging legal streaming, illegal downloading not reduced (compensation behavior legal streamers?) 21.0% 25.5% 21.5% 28.0% 19.8% 24.7% 25.9% 33.5% Films/Series Music Films/Series Music DOWNLOADINGSTREAMING Downloading/streaming on a computer on monthly basis 2014 2015 49.1% 33.9% 52.3% 35.1% 30.4% 8.7% Films/Series Music Films/Series Music DOWNLOADINGSTREAMING Proportion (mainly) illegal downloading/streaming 2014 2015 Filter: people downloading/streaming content
  • 36. 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
  • 38. 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
  • 39. RADIO & ONLINE MUSIC
  • 40. 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)
  • 41. 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% +2,0 Tablet 2,0% 8,1% 5,2% 1,5% 0,0% 5,0% -0,3 Smartphone 4,0% 5,5% 3,1% 0,0% 0,0% 4,0% -0,5
  • 43. Different sources for following the news Ever 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%)
  • 44. Mobile News Consumption Digital natives: Smartphone = Radio and National TV. Tablet: Professional Explorers & Heavy Media Omnivores Daily news via… Online Media Master Heavy Media Omnivores Professional Explorers Playful Explorers Traditional 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%
  • 45. 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
  • 47. 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 PARADOX Continuum of self-regulation
  • 49. 26.1% 19.4% 16.0% 13.5% 24.9% Online Media Master Heavy Media Omnivore Professional Explorer Playful Explorer Traditional Media Fan Are we here? Time Attention DIGIBESITAS
  • 50. Time active 7:00 to 23:40 Total smartphone use 6 hours 5 minutes Number of sessions 135 Checking sessions 58 Average time/session 6 min 10 PROBLEMATIC DIGITAL DNA PROFILE Lisa (27) 2,5h??
  • 51. 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)
  • 52. Time active 7:00 to 22:45 Total smartphone use 2 hours 21 min Number of sessions 105 Checking behavior 53 Average time/session 1 min 20 TYPICAL DIGITAL DNA PROFILE Arne (21) 55’??
  • 53. 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)
  • 54. Facebook = monolith chunks? Arne (21)
  • 55. ‘Distraction’ in the slipstream of Whatsapp & co Arne (21)
  • 56. Two types ‘digital natives’
  • 57. 145’ <52-182> 113 sessions 38 notifications Social stress> technostress 134’ <30-340> 86 sessions 26 notifications Technostress > social stress DIGIBESITAS Two types ‘digital natives’
  • 59. Digimeter 2016 Digibesitas ► Coping Mechanisms OTT & competition on top ► expenditure impact Digimeter + Apestaartjaren Teaming up with you Challenges
  • 60. THANK YOU FOR YOUR TIME More information, full report, summary and infographics: www.digimeter.be Lieven.DeMarez@UGent.be Bart.Vanhaelewyn@UGent.be @LievenDeMarez @BartVHael