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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
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