Hoe digitaal is de Vlaming? Bart Vanhaelwyn en Prof. Lieven De Marez van iMinds Living Labs over de resultaten uit het digiMeter onderzoek.

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

3. FIVE CONSUMER PROFILES

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’

5. 2015 TAKE-AWAYS

6. Adoption: Smartphone outpaces the rest

7. MOBILE

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)

10. 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

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

16. MULTISCREEN

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

23. TV: Impact Netflix?

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’?

33. Streaming vs Downloading

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

35. SOCIAL MEDIA
SOCIAL MEDIA

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

37. GAMING

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

42. NEWS CONSUMPTION
NEWS CONSUMPTION

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

46. DIGIBESITAS

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