DIGITAL CONSUMER SURVEY · 2019. 4. 11. · Copyright © 2019 The Nielsen Company (US), LLC. Confid...
Transcript of DIGITAL CONSUMER SURVEY · 2019. 4. 11. · Copyright © 2019 The Nielsen Company (US), LLC. Confid...
This artwork was created using Nielsen data.
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
South Africa 2019
Gordon Muller10th April 2019
DIGITAL CONSUMER SURVEY
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1994
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“ THE DIGITAL CONSUMER SURVEY SOUTH AFRICA 2019 IS THE FIRST OF ITS KIND, OPENING DOORS TO A RICH UNDERSTANDING OF DIGITAL USAGE ACROSS ALL PLATFORMS AND PROVIDING NEVER-BEFORE-SEEN INFORMATION ABOUT CONSUMER-BASED ONLINE BEHAVIOURS IN SOUTH AFRICA .”
Terry Murphy
MD Nielsen Media Africa
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DIGITAL CONSUMER SURVEY 2019Methodology & Sample
• Online Survey September – November 2018
• N=1104_Adults 15+
• Sample representative of the frequent online population
• Quotas were set on key demographic variables based on PAMS_2017 data
• Data weighted to IHS population estimates to facilitate fusion with major industry IHS weighted surveys
• No analysis of digitally unconnected consumers
62%
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DIGITAL CONSUMER SURVEY 2019Contents
• Demographics
• Internet technology in household
• Mobile devices and Operating System platform
• Frequency, place and preferred device for internet access
• Social Media preferred platforms and devices
• Time Spent by online platform and device
• Media habits, consumption daypart timelines and preferences
45%
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“THE PROLIFERATION OF DIGITAL DEVICES AND PLATFORMS IS DRIVING THE MEDIA REVOLUTION AND RENDERING OBSOLETE THE SILOS OF TRADITIONAL MEDIA STRATEGY.”
Digital Consumer Survey 2019 Report
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DIGITAL CONSUMER SURVEY 2019Media habits, consumption daypart timelines and preferences
• Online radio listening v broadcast radio
• Online news and magazines v print edition formats
• Ways in which respondents watch and interact with Television
• Frequency of time-shifted viewing and preferred platform
• Dual screen TV and video viewing behaviour
• Types of online content & programmes watched via internet, VOD or TVOD
• Recall and response to TV and Video ads
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GENERATIONAL COHORTSThe PEW Research Centre convention
• The Silent Generation: Born 1928-1945
• Baby Boomers: Born 1946-1964
• Generation X: Born 1965-1980
• Generation Y (Millennials): Born 1981-1996
• Generation Z (Post-Millennials): Born 1997 to date
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“GENERATIONAL COHORTS PROVIDE RESEARCHERS WITH A WAY TO UNDERSTAND HOW DIFFERENT FORMATIVE EXPERIENCES INTERACT WITH THE DEVELOPMENTAL AND LIFE-CYCLE PROCESS TO SHAPE AN INDIVIDUAL’S VIEW OF THE WORLD.”
Digital Consumer Survey 2019 Report
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1994
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DIGICONS & COHORTSDigital Consumer Survey 2019 Model
• Boomers & Beyond: Born 1928- 1964
• Silent Generation + Baby Boomers
• Generation X: Born 1965-1980
• Millennials: Born 1981-1994
• Born Frees: Born 1995 to date
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DIGICONSRacial Composition
72%84% 80%
51%
23%
50%
0%
25%
50%
75%
100%
Digicons Born Free Millennials Gen X Boomers & Beyond
Black White Indian/Asian Coloured Other
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DIGICONSLifestage
50%
20%
16%
15%
42%
43%
18%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Born Free Millennials Gen X Boomers & Beyond
Other
Parents: Children post school
Parents: Children at school/preschoolCouple: No children
Communal living
Single: Living alone
Student
Live with parents
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“DIGICONS SPEND AN AVERAGE OF 33 HOURS A WEEK ONLINE”.
Digital Consumer Survey 2019 Report 87%
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Hours a week online
DIGICONSOnline time and device
On which device?
3834
29
21
0
25
50
Born Free Millennials Gen X Boomers <
0%
25%
50%
75%
100%
Smartphone Computer Tablet Conn Dev Smart TV GamingConsol
Other
Regularly Most Often
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Born Frees
BORN FREES & BOOMERS<On which device
Boomer & Beyond
0%
25%
50%
75%
100%
Smartphone Computer Tablet Conn Dev Smart TV GamingConsol
Other
Regularly Most Often
0%
25%
50%
75%
100%
Smartphone Computer Tablet Conn Dev Smart TV GamingConsol
Other
Regularly Most Often
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DIGICONSPlace of online access
98%
94%
62%
87%
62%33%
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“FOR DIGICONS, CONSUMPTION OF MEDIA IS NOT A SEQUENCE OF LINEAR EVENTS, BUT A HOLISTIC SMORGASBORD OF SIMULTANEOUS CROSS-PLATFORM MEDIA CONSUMPTION.” Digital Consumer Survey 2019 Report
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“92% OF DIGICONS CLAIM TO USE INTERNET WHILST SIMULTANEOUSLY WATCHING TV”.
Digital Consumer Survey 2019 Report
67%88%
Indonesia57%
Thailand & Malaysia64%
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Used which device while watch TV?
DIGICONSTV VIEWING & INTERNET USAGE
Recall seeing video ads on smartphone
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Smartphone Computer Tablet Smart TV GamingConsole
Regularly Most Often
0%
10%
20%
30%
40%
50%
60%
YouTube FaceBook Website Twitter Instagram
Recall Platform 79%
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“THE ASSUMPTION OF A COLLECTIVE AND PASSIVE TV VIEWING AUDIENCE IS QUITE SIMPLY NO LONGER A FIXED POINT OF EMBARKATION WHEN PLANNING A TV OR VIDEO CAMPAIGN.” Digital Consumer Survey 2019 Report
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Response online
DIGICONSMOTT Response to Video or TV Ads
Response platform
0%
25%
50%
75%
100%
Video Ad TV Ad
Do Search OL Do Purchase OL
36%
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DIGICONSMOTT response to seeing ads
Most often respond to seeing ads
Digicons Born Frees MillennialsGeneration
XBoomers &
Beyond
Online Search
Video 47% 53% 51% 35% 20%
TV 41% 46% 46% 30% 18%
Online Purchase
Video 21% 24% 21% 17% 11%
TV 17% 23% 16% 13% 6%
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“THE MEDIA LANDSCAPE IN SOUTH AFRICA MAY HAVE CHANGED INEXORABLY, BUT TO SKETCH THE DIGITAL LANDSCAPE, TO THE EXCLUSION OF OTHER TRADITIONAL MEDIA PLATFORMS, IS PREMATURE.” Digital Consumer Survey 2019 Report
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BORN FREESMedia platform usage
55%55%55%55%
38%38%38%38%
57%57%57%57%
69%69%69%69%
36%36%36%36%
50%50%50%50%
57%57%57%57%
32%32%32%32%
81%81%81%81%
95%95%95%95%
Radio Radio online Newspaper Print News online Magazine Print Magazine online Live TV TV TVOD Online Any TV or VideoOnline
Social Media
Media Platform: Daily ActivityMedia Platform: Daily ActivityMedia Platform: Daily ActivityMedia Platform: Daily Activity
Digicons
Born Frees
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BOOMERS & BEYONDMedia platform choice
60%60%60%60%
26%26%26%26%
73%73%73%73%70%70%70%70%
46%46%46%46%
31%31%31%31%
80%80%80%80%
22%22%22%22%
54%54%54%54%
90%90%90%90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Radio Radio online Newspaper Print News online Magazine Print Magazine online TV Live TV TVOD Online Any TV Video Online Social Media
Media Platform: Daily ActivityMedia Platform: Daily ActivityMedia Platform: Daily ActivityMedia Platform: Daily Activity
Digicons
Boomers & Beyond
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BORN FREESMedia Imperatives Weekly
43%43%43%43%38%38%38%38% 38%38%38%38% 40%40%40%40% 41%41%41%41% 44%44%44%44%
36%36%36%36% 39%39%39%39%
20202020
17171717 16161616
21212121
17171717 17171717
27272727
22222222
0
5
10
15
20
25
30
35
40
45
50
0%
20%
40%
60%
80%
100%
Radio Radio Online Newspaper News Online Magazine Printed Magazine Online TV Live TV Online
Heavy
Medium
Light
Average Hours
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BOOMERS & BEYONDMedia Imperatives Weekly
38%38%38%38%34%34%34%34% 32%32%32%32% 29%29%29%29% 30%30%30%30% 29%29%29%29% 27%27%27%27% 26%26%26%26%
1717171719191919
11111111
19191919
12121212 12121212
24242424
14141414
0
5
10
15
20
25
30
35
40
45
50
0%
20%
40%
60%
80%
100%
Radio Radio Online Newspaper News Online Magazine Printed Magazine Online TV Live TV Online
Heavy
Medium
Light
Average Hours
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BORN FREESOnline media usage by daypart
0%
20%
40%
60%
80%
<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<
Radio OL
News OL
Mags OL
TV Live
TV & TVOD OL
Any video OL
Social Media
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MILLENNIALS Online media usage by daypart
0%
20%
40%
60%
80%
<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<
Radio OL
News OL
Mags OL
TV Live
TV & TVOD OL
Any video OL
Social Media
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GENERATION X Online media usage by daypart
0%
20%
40%
60%
80%
<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<
Radio OL
News OL
Mags OL
TV Live
TV & TVOD OL
Any video OL
Social Media
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BOOMERS & BEYONDOnline media usage by daypart
0%
20%
40%
60%
80%
<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<
Radio OL
News OL
Mags OL
TV Live
TV & TVOD OL
Any video OL
Social Media
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DIGICONSDon’t want TV programmes or movies online VOD
0
10
20
30
40
50
60
0
10
20
30
40
50
60
Too expensive Don't want towatch TV via
(device)
Internetconnection too
slow
Live TV issufficient
Don't have theright (devices)
Not sure whatTV's on there
Don't know how
Totals
Born Frees
Millennials
Gen X
Boomers<
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Born Frees
ONLINE VIDEO, VOD & TVODOnline Video, VOD & TVOD
Boomer & Beyond
88%
62% 58%53%
44%
29%23%
9% 6% 10%
0%
25%
50%
75%
100%
72%
49% 51%
6%
18%14%
22%
6% 5%10%
0%
25%
50%
75%
100%
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BORN FREESYouTube content “Usually watch”
77%77%77%77%
65%65%65%65%61%61%61%61%
50%50%50%50%
44%44%44%44%39%39%39%39%
30%30%30%30% 28%28%28%28% 28%28%28%28%
23%23%23%23% 21%21%21%21%
Music Funny Educational Movies TV programs Documentary Sport Vlog News Animals Children's
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MILLENNIALSYouTube content “Usually watch”
74%74%74%74%
54%54%54%54%51%51%51%51% 49%49%49%49%
39%39%39%39% 38%38%38%38%34%34%34%34%
29%29%29%29%
20%20%20%20% 20%20%20%20%16%16%16%16%
Music Funny Educational Movies TV programs Documentary News Sport Children's Vlog Animals
YouTube Content “Usually Watch”YouTube Content “Usually Watch”YouTube Content “Usually Watch”YouTube Content “Usually Watch”
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49%49%49%49%
42%42%42%42%
39%39%39%39%36%36%36%36%
29%29%29%29% 28%28%28%28%27%27%27%27%
24%24%24%24%
19%19%19%19%
13%13%13%13%11%11%11%11%
Music Funny Movies Educational Animals Documentary Sport News TV programs Vlog Children's
GEN XYouTube content “Usually watch”
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51%51%51%51%
44%44%44%44%
38%38%38%38% 37%37%37%37% 37%37%37%37%
33%33%33%33% 33%33%33%33%
28%28%28%28%
20%20%20%20%
16%16%16%16%
3%3%3%3%
Music Documentary Funny News Sport Educational Movies TV programs Animals Vlog Children's
YouTube Content “Usually Watch”YouTube Content “Usually Watch”YouTube Content “Usually Watch”YouTube Content “Usually Watch”
BOOMER & BEYONDYouTube content “Usually watch”
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Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
“TIME SHIFTED TV VIEWING AND VOD GENERALLY ALLOWS THE VIEWER TO TAKE CONTROL NOT ONLY THE VIEWING OCCASION BUT ALSO THE IMMEDIACY OF RESPONSE TO THAT OCCASION.”
Digital Consumer Survey 2019 Report
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BORN FREESViewing habits & online shopping
13%13%13%13%
30%30%30%30% 29%29%29%29%
22%22%22%22%
15%15%15%15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<
TV Live
TV & TVOD OL
Any video OL
Shop Online
53%
46%
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DIGICONSInteracting & posting comments about TV
0
10
20
30
40
50
60
70
80
0
10
20
30
40
50
60
70
80
Facebook YouTube Twitter eMail Instagram ViaSMS/texting
Forums,blogs
Google+ TV website/app
Totals
Born Frees
Millennials
Gen X
Boomers<
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MILLENNIALSViewing habits & online shopping
46%
13%13%13%13%
33%33%33%33%
27%27%27%27%
23%23%23%23%
13%13%13%13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<
TV Live
TV & TVOD OL
Any video OL
Shop Online
52%
25%
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16%16%16%16%
42%42%42%42%
16%16%16%16%
25%25%25%25%
9%9%9%9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
09h00< 09h<15h00 15h<18h00 18h<22h00 22h00<
TV Live
TV & TVOD OL
Any video OL
Shop Online
GENERATION XViewing habits & online shopping
54%
17%
44Cop
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201
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3%3%3%3%
29%29%29%29%
23%23%23%23% 24%24%24%24%
7%7%7%7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<
Viewing Habits & Online ShoppingViewing Habits & Online ShoppingViewing Habits & Online ShoppingViewing Habits & Online Shopping
TV Live TV & TVOD OL Any video OL Shop Online
BOOMER & BEYONDViewing habits & online shopping
46%
11%
45
This artwork was created using Nielsen data.
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
“IT IS OFTEN SAID THAT FOR WHALES, THERE IS ONLY ONE OCEAN. EQUALLY, IT MIGHT BE SAID THAT FOR CONSUMERS, THERE IS ONLY ONE CAMPAIGN..”
Digital Consumer Survey 2019 Report
46
This artwork was created using Nielsen data.
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
“THE POTENTIAL FOR VAST AND DETAILED CONSUMER INFORMATION IS MIND-BOGGLING! FUSION AT THIS LEVEL WOULD PROVIDE SUBSCRIBERS WITH A UNIQUE SET OF FUNCTIONAL INSIGHTS INTO THE ONLINE HABITS OF CONSUMERS IN SOUTH AFRICA, TOGETHER WITH THEIR READING BEHAVIOUR AND BRAND USAGE .”
Terry Murphy
MD Nielsen Media Africa
This artwork was created using Nielsen data.
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
THE SCIENCE BEHIND WHAT’S NEXT TM