8º Congreso Internacional de Relaciones Públicas Stacie M. de Armas es Vice presidente de alianzas comunitarias, eventos y engagement así como de alianzas estratégicas del grupo Global de Comunicaciones Corporativas de Nielsen, empresa global líder en la investigación y generación de conocimiento sobre lo que los consumidores ven, compran y escuchan en más de 100 países del mundo.

1. INTERACTIVE INSIGHTS
Nielsen Global Digital Landscape Report, 2015
THE BATTLE FOR EYE SPACE
IN A TV-EVERYWHERE WORLD
Copyright © 2015 The Nielsen Company. Confidential and proprietary.

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CHOICE CREATES COMPLEXITY AND OPPORTUNITY
REACH
RESONANCE REACTION
Did the intended
audience see the
content?
Did they remember it? Did
the content influence their
opinion?
Did it drive additional
interaction/reaction
or brand lift?

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45% 55% 65% 70%
WORLDWIDE, WHAT PERCENTAGE BELIEVE WATCHING
VIDEO PROGRAMMING IS AN IMPORTANT PART OF
LIFE?

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55%
THE WAY AUDIENCES WATCH
VIDEO, HOWEVER, IS SHIFTING.
WORLDWIDE, WHAT PERCENTAGE BELIEVE WATCHING
VIDEO PROGRAMMING IS AN IMPORTANT PART OF
LIFE?

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AT HOME, TV REMAINS
THE PRIMARY DEVICE OF CHOICE
FOR VIDEO CONSUMPTION.

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BUT WHAT DEVICE TAKES A CLOSE SECOND?
COMPUTER TABLET

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BUT WHAT DEVICE TAKES A CLOSE SECOND?
COMPUTER
GLOBALLY, 56% SAY THEY WATCH
VIDEO PROGRAMMING ON
COMPUTERS AT HOME
(ONLY 7 PERCENTAGE POINTS
BEHIND TV (63%).

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OTHER DEVICES FOR IN-HOME VIDEO CONSUMPTION
ARE DEVELOPING
34% SAY THEY USE A MOBILE
PHONE AND 22% CITE A
TABLET.

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BIGGER IS BETTER
WHEN IT COMES TO SCREEN SIZE
FOR 63% OF GLOBAL CONSUMERS
WHEN WATCHING VIDEO CONTENT

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BUT MOBILE PHONES
ARE THE MOST COMMONLY CITED
GO-TO DEVICE FOR
ON-THE-GO VIDEO VIEWING (59%).

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VIEWERS HAVE GREATER POWER OVER HOW,
WHEN AND WHERE THEY WATCH
Source: Nielsen Global Digital Landscape Survey, Q3 2014
GLOBAL AVERAGE PERCENTAGE WHO STRONGLY OR SOMEWHAT AGREE

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VIEWERS HAVE GREATER POWER OVER HOW,
WHEN AND WHERE THEY WATCH
Source: Nielsen Global Digital Landscape Survey, Q3 2014
GLOBAL AVERAGE PERCENTAGE WHO STRONGLY OR SOMEWHAT AGREE

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TV IS THE PRIMARY DEVICE CHOICE FOR WATCHING
VIDEO
Source: Nielsen Global Digital Landscape Survey, Q3 2014
SELF-REPORTED DEVICE PREFERENCES FOR WATCHING VIDEO BY GENRE*

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SOCIAL
MEDIA
VIDEO
PROGRAMMING
ENGAGED
AUDIENCE

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GLOBALLY, 53%
LIKE TO
KEEP UP WITH SHOWS
SO THEY CAN
JOIN THE CONVERSATION
ON SOCIAL MEDIA

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ASIA-
PACIFIC
LATIN
AMERICA
NORTH
AMERICA
AFRICA/
MIDDLE
EAST
USING SOCIAL MEDIA WHILE VIEWING VIDEO
PROGRAMMING IS HIGHTEST IN WHICH REGION?

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ASIA-
PACIFIC
65% OF ASIA-PACIFIC RESPONDENTS
WATCH LIVE PROGRAMMING IF IT
HAS A SOCIAL MEDIA TIE IN,
FOLLOWED BY AFRICAN/MIDDLE EASTERN
RESPONDENTS (57%).
USING SOCIAL MEDIA WHILE VIEWING VIDEO
PROGRAMMING IS HIGHTEST IN WHICH REGION?

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SECOND AND THIRD SCREENS ARE BECOMING AN
EXTENSION OF THE VIEWING EXPERIENCE
Source: Nielsen Global Digital Landscape Survey, Q3 2014
PERCENTAGE WHO STRONGLY OR SOMEWHAT AGREE

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SECOND AND THIRD SCREENS ARE BECOMING AN
EXTENSION OF THE VIEWING EXPERIENCE
Source: Nielsen Global Digital Landscape Survey, Q3 2014
PERCENTAGE WHO STRONGLY OR SOMEWHAT AGREE

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MILLENNIALS
GENERATION Z
WHICH GENERATION IS MOST PARTIAL TO WATCHING
VIDEO PROGRAMMING ON A TV SCREEN?
BABY BOOMERS
SILENT GENERATION

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WHICH GENERATION IS MOST PARTIAL TO WATCHING
VIDEO PROGRAMMING ON A TV SCREEN?
SILENT GENERATION
91% OF SILENT GENERATION
RESPONDENTS SAY THEY WATCH
VIDEO PROGRAMMING ON TV

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WHICH GENERATION IS MOST PARTIAL TO WATCHING
VIDEO PROGRAMMING ON A TV SCREEN?
SILENT GENERATION
BABY BOOMERS
FOLLOWED BY 84% OF BABY
BOOMERS.

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MORE THAN
FOUR-IN-10
GENERATION Z AND MILLENNIAL
RESPONDENTS (42% EACH)
SAY THEY WATCH VIDEO
PROGRAMMING
ON A COMPUTER.

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YOUNGEST CONSUMERS ARE HEAVIEST MOBILE
USERS, REGARDLESS OF LOCATION
Source: Nielsen Global Digital Landscape Survey, Q3 2014
AVERAGE PERCENTAGE WHO SAY THEY USE DEVICE TO WATCH VIDEO PROGRMMING
IN SELECTED LOCATION*

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YOUNGEST CONSUMERS ARE HEAVIEST MOBILE
USERS, REGARDLESS OF LOCATION
Source: Nielsen Global Digital Landscape Survey, Q3 2014
AVERAGE PERCENTAGE WHO SAY THEY USE DEVICE TO WATCH VIDEO PROGRMMING
IN SELECTED LOCATION*

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EUROPE
ASIA-
PACIFIC
NORTH
AMERICA
AFRICA/
MIDDLE
EAST
WHICH REGIONS BOASTS THE HIGHEST PERCENTAGE
WHO SAY THEY WATCH VIDEO CONTENT ON MOBILE
PHONES WHILE AT HOME?

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AFRICA/
MIDDLE
EAST
AFRICA / MIDDLE EAST HAS THE
HIGHEST PERCENTAGE AT 41%,
FOLLOWED CLOSELY BY ASIA-PACIFIC (40%)
WHICH REGIONS BOASTS THE HIGHEST PERCENTAGE
WHO SAY THEY WATCH VIDEO CONTENT ON MOBILE
PHONES WHILE AT HOME?

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LATIN
AMERICA
ASIA-
PACIFIC
AFRICA/
MIDDLE
EAST
NORTH
AMERICA
WHICH REGION BOASTS THE HIGHEST PERCENTAGE
WHO SAY THEY WATCH VIDEO PROGRAMMING ON A
MOBILE PHONE DURING THEIR COMMUTE TO WORK?

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LATIN
AMERICA
LATIN AMERICA HAS THE HIGHEST
PERCENTAGE AT 80%, COMPARED TO
NORTH AMERICA, WHICH HAS THE LOWEST
PERCENTAGE (48%).
WHICH REGION BOASTS THE HIGHEST PERCENTAGE
WHO SAY THEY WATCH VIDEO PROGRAMMING ON A
MOBILE PHONE DURING THEIR COMMUTE TO WORK?

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PREFERRED SCREEN DEPENDS ON ACTIVITY AND
LOCATION
Source: Nielsen Global Digital Landscape Survey, Q3 2014
SELF-REPORTED DEVICE PREFERENCES FOR WATCHING VIDEO BY ACTIVITY*

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MORE THAN
SIX-IN-10
GLOBALLY SAY THEY USE ELECTRONIC
DEVICES TO…

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…CONNECT WITH
FAMILY AND FRIENDS: 65%
GET NEWS: 63%
LISTEN TO MUSIC: 63%
TAKE PICTURES/VIDEOS: 61%

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HOW DO WE PLAN TO USE ELECTRONIC DEVICES IN
THE FUTURE?
SHARE
MEDICAL
INFORMATION
GET AN
EDUCATION
GET A JOB BUY
GROCERIES

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ALL OF THE ABOVE
52% 52% 48% 46%
HOW DO WE PLAN TO USE ELECTRONIC DEVICES IN
THE FUTURE?

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TOP DIGITAL OPPORTUNITIES BY REGION
Source: Nielsen Global Digital Landscape Survey, Q3 2014
PERCENTAGE WHO ARE DEFINITELY/SOMEWHAT WILLING TO USE AN ELECTRONIC
DEVICE FOR SELECTED ACTIVITIES

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DESPERATELY SEEKING THE AUDIENCE AROUND
THE WORLD
Source: Nielsen Global Digital Landscape Survey, Q3 2014
76% enjoy the freedom of being connected
anywhere, anytime
69% think face-to-face interactions are
being replaced with electronic ones
63% believe bigger is better when it comes
to screen size
65% prefer to watch video programming
live, at its regularly scheduled time
49% say they watch live video
programming content more if it has a social
media tie in
Mobile phones are the most commonly
cited go-to device for on-the-go viewing
Growing white-space digital opportunities
include industries such as health care,
education, grocery retailing and finance

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STRATEGIES FOR SECOND-SCREEN SUCCESS
Be Social:
• Increase program awareness
• Make the experience more enjoyable for audiences
• Keep viewers engaged.
Be (Inter)active:
• Keep content fresh to maximize time spent with the content and drive repeat visitation.
• Include interactive experiences to make users feel involved, deepen their connection
Be Available:
• Designers /content producers cannot focus on a single screen.
• Ensure content is accessible wherever users are
• Ensure user experience is enjoyable across all devices
.

39. THANK YOU
LinkedIn @StaciedeArmasStacie.deArmas@nielsen.com