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

Starting point

Samsung has an app in all its Smart TVs sold in Spa in that allows to gather information from its clients through online surveys (“Mi Opinión” / “My opinion”).opinion”).

In collaboration with The Cocktail Analysis (market & UX research consultancy), a study on the apps usage and consumption of the Sams ung Smart TVs has been carried out with this tool for the Spanish mar ket .

The survey was begun with 2.499 Smart TV users and ended with 1.516* (that was the final sample of the study ).

2 Samsung SmartTV

*Sample error ±2,4%, for confidence level 95%.

Beyond the information goal, the novelty of this research is the methodology used for getting the information: a survey

Apps as an information gathering tool

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

consumption (patterns, audiences..) but also a way for having a direct contact with the end consumer.

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.

4 Samsung SmartTV

How was the Samsung Smart TV purchase?

Base: Samnsung Smart TV buyers (n= 1.516)

3 out of 10 users consider apps as a significant va lue of the Smart TVs proposition.

… Apps are perceivedas more than 20% of the total value of the TV set.

5 Samsung SmartTV

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?

Base: Samnsung Smart TV buyers (n= 1.516)

9 out of 10 Smart TV users use apps related with au diovisual content (TV series, films, etc.)…

AUDIOVISUAL CONTENT NEWS

SOCIAL NETWORKS

61%

67%91%

6 Samsung SmartTV

Which of the following apps do you use in your Smart TV?

61%

Base: Samnsung Smart TV buyers (n= 1.516)

TV Channel apps are used by 7 out of 10 Samsung Sma rt TV owners

AUDIOVISUAL CONTENT91%

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

26%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?

40% of Samsung Smart TV users declare having paid f or audiovisual content

AUDIOVISUAL CONTENT

60% usersDon’t pay for audiovisual content

40% usersPay for audiovisual content

28%TV Series, films, TV shows, …(Wuaki, Filmin, Yomvi, TotalChannel, Video HUB,…)

14%

8 Samsung SmartTV

14%Football (Yomvi, Eurosport,…)

6%Music (Spotify, Muzu,…)What kind of audiovisual content you have paid for in your Smart TV apps?

Base: Samnsung Smart TV buyers (n= 1.516)

7 out of 10 see the news apps through their Smart T V …

NEWS67%

45%Online Press (El País, El Mundo, La Vanguardia,…)

37%Sports news (Marca, Diario AS, MundoDeportivo, Runners, Motociclismo,…)

9 Samsung SmartTV

For keeping yourself updated, what Smart TV apps are you using?

7%Fashion (enfemenino.tv, Cosmopolitan TV, Fashion TV, …)

Base: Samnsung Smart TV buyers (n= 1.516)

Skype emerges as the star of social network apps in the Smart TV…

SOCIAL NETWORKS61%

37%Skype

36%Facebook

12%

10 Samsung SmartTV

From the following social network apps, which ones are you using in your Smart TV?

12%Twitter

Base: Samnsung Smart TV buyers (n= 1.516)

Focusing into the future, gaming apps interest 7 ou t of 10 respondents

GAMING69%

44%HD games

35%Platform games (Super Mario, Sonic,…)

30%

11 Samsung SmartTV

Regarding video games, which one would you like to play in your Smart TV?

30%Casual games (Candy Crash, PacMan, Pang,…)

Base: Samnsung Smart TV buyers (n= 1.516)

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

12 Samsung SmartTV

Thinking on these products / services, which ones would you accept to but through your Smart TV?

Base: Samnsung Smart TV buyers (n= 1.516)

…services related to audiovisual contents and leisur e are more likely to be bought through Smart TV

46%Pay audiovisual content

40%40%Leisure: restaurants, cinema, concerts, exhibitions

34%Travel: hotels, tickets,…

30%Online banking

25%Supermarket shopping list

13 Samsung SmartTV

Supermarket shopping list

23%Online fashion purchase (clothes, shoes,…)

Thinking on these products / services, which ones would you accept to but through your Smart TV?

Base: Samnsung Smart TV buyers (n= 1.516)

User profile of Smart TV apps lovers

31% Consider apps bring more than 20% of the value of the SmartTV31%

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

14 Samsung SmartTV

Base: Users who value apps as more than 20% of the value of the Smart TV (n= 474, 31% of the sample)

Smart TV (vs. 40% of total sample): 42% of those for films, and 18% for sport events.

31%

This segment make a very intense usage of apps in t he TV set, regardless the content or subject

Consider apps bring more than 20% of the value of the SmartTV31%

Apps usage

Audiovisual content

Games

News

Social Networks

97%

74%

76%

74%

91% 67%

69% 61%

+6 +9

+5 +13

Vs. Total

Vs. Total

Vs. Total

Vs. Total

15 Samsung SmartTV

Games Networks74% 74%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)

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

Some details about this segment..

50%HD games

10%

42%

50%

Fashion

Sports

News

Skype leads in usage vs. Facebook or Twitter

+15

+13

+4

35%

40%

68%

Video on Demand

Pay tv channels

Free-to-air channels

Vs. Total

+5

+3

+5

Vs. Total

49%Skype+6

Vs. Total

+12

Vs. Total

30%

35%

50%

Casual games

Plataform games

HD games

16 Samsung SmartTV

17%

42%

49%

Twitter

Facebook

Skype

+6

+6

+6

+6

+5

+12

Base: Users who value apps as more than 20% of the value of the Smart TV (n= 474, 31% of the sample)

… audiovisual paid content is specially relevant

9 out of 10 would make economic transactions throug h their Smart TV…

37%

41%

47%

60%

Online banking

Travels (hotels, tickets)

Leisure (restaurants, cinema…)

Audiovisual paid content

+7

+7

+14

Vs. Total

+7

28%

32%

Fashion (clothes, shoes)

Supermarket shopping list

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)

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