Samsung Spain and The Cocktail Analysis present the findings of a study on the use of Smart TV in home

1. Samsung SmartTV usage - Spain
- Research through “Mi opinion” app in the TV

2. Starting point
Samsung has an app in all its Smart TVs sold in Spain that allows to gather
information from its clients through online surveys (“Mi Opinión” / “My
opinion””).
In collaboration with The Cocktail Analysis (market & UX research consultancy), a
study on the apps usage and consumption of the Samsung Smart TVs has
been carried out with this tool for the Spanish market.
The survey was begun with 2.499 Smart TV users and ended with 1.516* (that was
the final sample of the study).
*Sample error ±2,4%, for confidence level 95%.
2 Samsung SmartTV

3. Apps as an information gathering tool
Beyond the information goal, the novelty
of this research is the methodology used
for getting the information: a survey
through an app in the Samsung Smart
TVs, “Mi opinión” (“My opinion”).
Over other options, as phone or face-to-face
surveys, this tool has allowed a
closer approach to real usage context.
For that reason, this tool is capable not
only to facilitate research on audiovisual
consumption (patterns, audiences..) but
3 Samsung SmartTV
also a way for having a direct contact with
the end consumer.

4. Smart TV functionality appears as an aspect that it’s expected to have
in new TV sets.
8 out of 10
Samsung Smart
TV buyers had
decided to buy a
Smart TV before
the visit to the
point of sale.
Base: Samnsung Smart TV buyers (n= 1.516)
How was the Samsung Smart TV purchase?
4 Samsung SmartTV

5. 3 out of 10 users consider apps as a significant value of the Smart
TVs proposition.
… Apps are perceived
as more than 20% of
the total value of the
TV set.
Base: Samnsung Smart TV buyers (n= 1.516)
Considering the 100% of the total value of your TV set, which percentage of value would you assign to
the apps of your Smart TV?
5 Samsung SmartTV

6. 9 out of 10 Smart TV users use apps related with audiovisual content
(TV series, films, etc.)…
AUDIOVISUAL CONTENT NEWS
91% 67%
SOCIAL NETWORKS
61%
Base: Samnsung Smart TV buyers (n= 1.516)
Which of the following apps do you use in your Smart TV?
6 Samsung SmartTV

7. TV Channel apps are used by 7 out of 10 Samsung Smart TV owners
91% AUDIOVISUAL CONTENT
65%
Free-to-air tv channels (RTVE, Disney Channel,
Antena3, Clan, TV3,…)
29%
Pay tv channels (Yomvi, AXN, Fox, National
Geographic, Eurosport,…)
26%
7 Samsung SmartTV
Video On Demand (Wuaki, Filmin, Video
HUB,…)
Base: Samnsung Smart TV buyers (n= 1.516)
Which of the following apps do you use in your Smart TV?

8. 40% of Samsung Smart TV users declare having paid for audiovisual
content
AUDIOVISUAL CONTENT
60% users
Don’t pay for audiovisual content
40% users
Pay for audiovisual content
28%
TV Series, films, TV shows, …
(Wuaki, Filmin, Yomvi, TotalChannel,
Video HUB,…)
14%
Base: Samnsung Smart TV buyers (n= 1.516)
8 Samsung SmartTV
Football (Yomvi,
Eurosport,…)
6%
Music
(Spotify,
What kind of audiovisual content you have paid for in your Smart TV apps? Muzu,…)

9. 7 out of 10 see the news apps through their Smart TV …
67% NEWS
45%
Online Press (El País, El Mundo, La
Vanguardia,…)
37%
Sports news (Marca, Diario AS, Mundo
Deportivo, Runners, Motociclismo,…)
7%
Fashion (enfemenino.tv, Cosmopolitan TV,
Fashion TV, …)
Base: Samnsung Smart TV buyers (n= 1.516)
For keeping yourself updated, what Smart TV apps are you using?
9 Samsung SmartTV

10. Skype emerges as the star of social network apps in the Smart TV…
61% SOCIAL NETWORKS
37%
Skype
36%
Facebook
12%
From the following social network apps, which ones are you using in your Smart
TV?
10 Samsung SmartTV
Twitter
Base: Samnsung Smart TV buyers (n= 1.516)

11. Focusing into the future, gaming apps interest 7 out of 10
respondents
69% GAMING
44%
HD games
35%
Platform games (Super Mario, Sonic,…)
30%
Casual games (Candy Crash, PacMan, Pang,…)
Base: Samnsung Smart TV buyers (n= 1.516)
Regarding video games, which one would you like to play in your Smart TV?
11 Samsung SmartTV

12. Regarding their willingness to carry out activities that imply
economic transactions through their TV set..
7 out of 10 users would
accept to purchase or
access to online banking
through their Smart TV
Base: Samnsung Smart TV buyers (n= 1.516)
Thinking on these products / services, which ones would you accept to but through your Smart TV?
12 Samsung SmartTV

13. …services related to audiovisual contents and leisure are more likely
to be bought through Smart TV
46%
Pay audiovisual content
40%
Leisure: restaurants, cinema, concerts, exhibitions
34%
Travel: hotels, tickets,…
30%
Online banking
25%
Supermarket shopping list
23%
Online fashion purchase (clothes, shoes,…)
Base: Samnsung Smart TV buyers (n= 1.516)
Thinking on these products / services, which ones would you accept to but through your Smart TV?
13 Samsung SmartTV

14. User profile of Smart TV apps lovers
31%
Consider apps bring more than 20% of the value of
the SmartTV 6 out of 10 are families (over 36
y.o., + children at home) …
They are more intensive users of apps: 70% use
TV channels apps, and 50% declares using
Skype through TV
6 out of 10 claim to have paid for contents in the
Smart TV (vs. 40% of total sample): 42% of
Base: Users who value apps as more than 20% of the value of the
Smart TV (n= 474, 31% of the sample)
14 Samsung SmartTV
those for films, and 18% for sport events.

15. This segment make a very intense usage of apps in the TV set,
regardless the content or subject
31%
Consider apps bring more than 20% of the value of
the SmartTV Apps usage
Audiovisual
content
Games
News
Vs. Total
Vs. Total
+6 +9
Social
Networks
97%
74%
76%
74%
91% 67%
Vs. Total
Vs. Total
69% 61%
+5 +13
Base: Users who value apps as more than 20% of the value of the Smart TV (n= 474, 31% of the
sample)
15 Samsung SmartTV

16. Some details about this segment..
Higher usage of pay content platforms
Alternation between news and sports
Higher acceptance of any kind of game
Skype leads in usage vs. Facebook or Twitter
40%
Free-to-air channels
Pay tv channels
HD games
50%
10%
50%
42%
News
Sports
Fashion
+15
+13
+4
35%
68%
Video on Demand
Vs. Total
Vs. Total
+5
+3
+5
Vs. Total
+6
Skype
49%
Vs. Total
+12
35%
30%
Plataform games
Casual games
16 Samsung SmartTV
17%
42%
Facebook
Twitter
+6
+6
+6
+5
Base: Users who value apps as more than 20% of the value of the Smart TV (n= 474, 31% of the
sample)

17. 9 out of 10 would make economic transactions through their Smart
TV…
… audiovisual paid content is specially relevant
41%
37%
47%
60%
Audiovisual paid content
Leisure (restaurants, cinema…)
Travels (hotels, tickets)
Online banking
+7
+7
Vs. Total
+14
+7
32%
28%
Supermarket shopping list
Fashion (clothes, shoes)
17 Samsung SmartTV
+7
+4
Base: Users who value apps as more than 20% of the value of the Smart TV (n= 474, 31% of the
sample)

18. About us
Madrid
C/ Salamanca 17 28020
Madrid , España
México D.F.
San Luis Potosí 192
Oficina 402 Colonia Roma Norte
Cuauhtémoc 06100 - D.F, México
Bogotá
Cra. 11 Nº 81-26 Oficina 301
Bogotá, Colombia
+34 91 567 06 05
info@tcanalysis.com
+52 55 65482935
info@tcanalysis.com
+57 1 3000078
info@tcanalysis.com
The Cocktail Analysis is a market research consultancy specialized in
consumer trends, communication and new technologies.
http://tcanalysis.com/en