COURAGEOUS THINKING€¦ · • Learn info on a movie or TV show • Control basic TV functions •...

11

COURAGEOUS THINKINGCOURAGEOUS THINKING

CTAM Connected Consumer 2018:Exploring how to Best Serve Connected

Consumers, Today and in the Future

CONFIDENTIAL AND PROPRIETARY © 2018 by CTAM and Frank N. Magid Associates, Inc. Any duplication, reproduction or usage of this document or any portion thereof without the written consent of CTAM is prohibited

222

"The Jetsons was right." -Forbes, 2018

The smart home category is exciting!

CTAM Connected Consumer 2018

33

▪ Understand how the proliferation of seamless Internet connectivity is changing the way consumers engage with content, information and the world around them, and what they may want in the future

▪ Delve into how the media and entertainment industry can best serve the connected consumer today and in the future

▪ Online survey conducted in May/June 2018 with a total sample 2,401 consumers ages 18+, matched to US Census and representative of the U.S. adult population of Internet users

Objectives & Methodology


44

The Connected Consumer Market is Large and Multi-faceted.

555

…YET IT’S RARE AMONG THEIR PEERS

Consumers see this tech becoming “the new normal”, but not there yet

CONSUMERS CONSIDER IT POPULAR …

52% say it’s already the new

“normal”, or makes sense for most people

58% say none or only a few of their

peers are using it

(…EXCEPT HALF OF CONNECTED EARLY ADOPTERS DO SEE “ALL” OR “MOST” IN THEIR SOCIAL CIRCLE

USING SMART HOME DEVICES)


66

Non-Committals32 M

Connected Early Adopters, 9%

Connected Mainstreamers, 29%

Connection Prospects, 8%

Non-Committals, 14%

Resistors, 40%

The target market exceeds 100 M U.S. adultsSo far, response to connected technologies fits overall tech adoption patterns


Connected Early Adopters 20 M

Connected Mainstreamers 65 M

Connection Prospects18 M

Resistors90 M

PROJECTED MILLIONS OF CONNECTED CONSUMERS

77

Younger adults, especially homeowners and parents, are a key focus.

88CTAM Connected Consumer 2018

9% OF THE MARKET

THE CONNECTED EARLY ADOPTERS

75K+HOUSEHOLD INCOME

69% ESP. MALEFEMALE

31%

ESP. KIDS IN HOUSEHOLD

18-34ESP. AGES

(52%, vs. 31% avg)

(61%, vs. 31% avg)

ESP. HOMEOWNER

(77%, vs. 57% avg)

TECH STATUS:▪ Smart speakers 67%▪ Game Console 82% vs 38%▪ Pay TV customers 89% vs 74%▪ Satellite 27% vs 20% telco 18% vs 12%▪ Home security 69% vs 25%▪ 3+ streaming services ▪ Live TV Weekly+ 91% vs 76%▪ OnDemand 76% vs 38%

(43% vs. 26% avg)

(Less so <40K, 22% vs. 40% avg)

PAY TV

(vs. 74% avg)89%

Much more maleYoungerParents

HomeownersHeavy Tech + Video


100K+HOUSEHOLD INCOME

50% MALEFEMALE

50%


18-34ESP. AGES

(40%, vs. 31% avg)

(40%, vs. 31% avg)

ESP. HOMEOWNER

(64%, vs. 57% avg)

TECH STATUS:

(21% vs. 14% avg)

(Less so <40K, 31% vs. 40% avg)

PAY TV

(vs. 74% avg)79%

29% OF THE MARKET

THE CONNECTED MAINSTREAMERS

YoungerParents

HomeownersMid + Upper $

Streaming Oriented▪ Have smart home tech

▪ Smart speakers 47%, thermostat 32%, cameras 29%, garage door 27%

▪ Video game console 47% (vs. 38% avg)

▪ Smart TV 52% (vs. 40% avg)▪ Home security 42% (vs. 25% avg)


20-50KHOUSEHOLD INCOME

48% MALEFEMALE

52%


35-54ESP. AGES

(46%, vs. 36% avg)

(35%, vs. 31% avg)

ESP. HOMEOWNER

(52%, vs. 57x% avg)

TECH STATUS:

(40% vs. 31% avg)

PAY TV

(vs. 74% avg)73%

8% OF THE MARKET

THE CONNECTION PROSPECTS

More Gen XMiddle Income

TabletsStreaming Oriented

▪ No smart home tech, but intend to buy it within 6 months (esp. speakers)

▪ Tablet users 65% (vs. 49% avg)▪ Video game console 49% (vs. 38% avg)▪ Less home phone 44% (vs. 54% avg)▪ Less home security 14% (vs. 25% avg)


27% intend to buy (more) connected tech. SOON.

INTEND TO PURCHASE IN THE NEXT 6 MONTHS:

16% Any Smart Speaker

17% Any Connected Smart Home Security device

23% Any Connected Smart Home Solution/Device

44% of Caregivers intend

to purchase connected home devices in the next 6 months (vs. 25% of non-Caregivers)

1212

Smart speakers are likely to drive demand and future intent; partnerships and voice-activation integration will be vital

Significant promise in voice controlled digital assistants

Qualitative 2017:

131313

Speakers are big & growing,but aren’t the whole story.

“Own & Regularly Use”

11%

9%

6%

Surveillance cameras

Door locks

Window sensors

13%

12%

10%

9%

9%

8%

4%

Thermostat

Lighting

Garage door openers

Kitchen appliances

Cleaning

Electrical outlets…

Centralized hubs

17%Voice-activated

speakers

Voice-activated SpeakersConnected home Security

Connected home solutions/ appliances

17% 17%27%


141414

0

20

40

60

80

100

19

98

19

99

20

00

20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

20

15

20

16

20

17

20

18

HDTV

Smartphone

DVR

SVOD

Tablet

Smart TV

Smart Speakers

Smart speaker growth mirrors recent tech

Growth Curves of US Technology Adoption% of HH

Initial U.S. Release DatesAmazon Echo: Jun 2015Google Home: Nov 2016Apple HomePod: Feb 2017


151515

Specific Smart Speakers Owned(among smart speaker owners)

Amazon dominates current smart speaker ownership

0%

10%

20%

30%

40%

50%

60%

AmazonEcho/Echo

Plus

AmazonEcho

Dot/EchoKids Dot

GoogleHomeSmart

Speaker

GoogleHome Mini

SmartSpeaker

AmazonEcho Show

AppleHomePodspeaker

AmazonEcho Spot

GoogleHome

Maxi SmartSpeaker

AmazonEcho

Buttons

None ofthese

Don'tknow

Among Speaker Owners

Among Total

80% 16%

33% 6%

11% 2%

Initial U.S. Release DatesAmazon Echo: Jun 2015Google Home: Nov 2016Apple HomePod: Feb 2017


161616

87%83%

74%74%

71%65%

63%63%63%

61%59%

57%57%

Listen to music

Get weather information

Set a timer or alarm

Look up things on the Internet

Get news headlines

Hear a joke

Get sports scores and schedules

Make to-do lists

Get a recipe or help with measurements of ingredients

Make shopping lists

Check my calendar

Play trivia

Control an Internet TV/video device

“Very Satisfied”(among users)

Speaker functions for TV need improving

Top 13 “used” features, in rank order

Top-Used Smart Speaker Functions(% use among smart speaker owners)

63%

64%

50%

51%

52%



Smart Speaker owners use or are interested in many TV functions

20% to 28% Are Using Smart Speaker “TV or Movie Content” Functions,If not using, most are Sampling or are Interested in using each:

(among smart speaker owners, ranked by % using or sampling)

VIEWER ENGAGEMENT

• Launch streaming apps• Learn info on a movie or TV show• Control basic TV functions• Set TV reminders or alerts• Pause, play, rewind, and fast forward• Tune to a specific TV show, movie, or service• Get recommendations• Find out when a movie or TV episode will be

available• Pause on one TV or device, resume on another• Find out new TV shows or movies added to On

Demand• Find out which On Demand shows or movies

are the most popular

• Record a TV show or movie• Play trivia games related to TV or movies• Provide reviews or summaries• Skip ahead through the commercials• Create personalized lists of TV shows or movies

• Play specific scenes on your TV• Play short clips or bonus content• Let TV shows/movies customize your home

atmosphere• Jump back 8 seconds to re-watch something

181818

Connecting to Connected Consumers can mean Enhanced Business.

ACQUISITION RETENTION VIEWER ENGAGEMENT

191919

27% 29% 30%

44%33%

21%

TOTAL Cable MSO TV Satellite TV Telco TV Overbuilder TV No Pay TV

Purchase intent is strong with Pay TV, esp. for Telco TV customers

(% intending any additional device Solutions or Security types not yet owned, or Smart speaker whether owned or not)

by MVPD TV Subscription Status

ACQUISITION

Intend any Connected home device purchase

10%

31%

8%

12%

38%

Connected Tech status among Pay TV customers

Connected Early Adopters

Connected Mainstreamers

Connection Prospects

Non-Committals

Resistors


202020

5136

51

20 25

29

29

25

36 30

2035

24

45 45

Detractor (0-6)

Neutral (7+8)

Promoter(9+10)

RETENTION


Connected consumers are happy TV customers

TV NPS: +32 +2 +27 -25 -20

Connected Early Adopters


Non-Committals

ResistorsConnected Mainstreamers

212121

Sources of Video Consumed Weekly

Connected consumers are highly video-active

80%

66%

53%

57%

73%

33%

25%

19%

Live as it airs on broadcast, cable or satellite TVnetworks

Streamed from the Internet on a TV screen

On Demand from cable or satellite

Streamed from the Internet on a portable device

Connection Targets

Non-Targets

VIEWER ENGAGEMENT


222222

29%

17%

19%

17%

17%

22%

17%

17%

40%

31%

34%

34%

42%

44%

45%

44%

Control Internet-connectedTV/video device(s)

Control Internet- connectedlighting

Control or monitor anInternet-connected security

system

Control an Internet-connectedthermostat

Use Occasionally Use Regularly

Finding and controlling TV are common desires and functions

Smart Speaker “Control” Functions Used (among smart speaker owners)

VIEWER ENGAGEMENT

Connected Early Adopters Connected Mainstreamers


232323

TV programmers have an enthusiastic audience in connected consumers

TOP NETWORK DIFFERENCESVIEWER ENGAGEMENT

17%

13%

13%

13%

12%

12%

12%

HBO

ESPN2

Nickelodeon

Disney Channel

Comedy Central

Showtime

Cartoon Network

Connected Early Adopters difference in “regularly watch”

vs. all others+


2424

Providers can still drive value with customers who have experienced pirated content

Password sharing and impermissible content access will continue

Qualitative 2017:

252525

11%21%

34%44%

72%

29%

ResistorsNon-CommittalsConnectionProspects

ConnectedMainstreamers

Connected EarlyAdopters

Total

Video Piracy Services Used(any of the 4 types)

Video piracy is high among connected consumers

The 4 types described were:▪Devices that come with

software▪ IPTV subscriptions▪Deals with free programming▪ Subscriptions thru SmartTV


2626

Simplicityis opportunity.

The best enabler will win

Qualitative 2017:

272727

Instinct is to stay with a single company

44%

24%

26%

5%

Preferred Approach for Smart Home Devices

(among the 3 key Target groups)

“Use one company for as many different devices/services as possible, so things will easily work together”

No preference

“Choose different companies for your various devices/services, as long as you can get things working together”

Don’t know


282828

36%

32%

30%

27%

26%

25%

24%

23%

22%

22%

19%

29%

37%

48%

49%

50%

58%

50%

50%

59%

60%

67%

Centralized hubsWindow sensorsElectrical outlets

Door locksCleaning

Surveillance camerasKitchen appliances

Garage door openersThermostats

LightingVoice-activated speakers

Intend to buy (8-10) Own

84%

17%

17%

18%

17%

17%

18%

17%

15%

17%

18%

13%

10%

15%

18%

21%

23%

29%

21%

27%

32%

26%

47%

among Connected Early Adopters

CTAM Connected Consumer 2018:

Connected Early Adopters want hubs; Connected Mainstreamers are less focused

among Connected Mainstreamers

Connected Home Device Purchase Intent vs. Ownership

47%intend any intend any

292929

59%

44%

42%

38%

35%

34%

32%

32%

30%

27%

22%

Voice-activated speakers

Surveillance cameras

Thermostats

Cleaning

Kitchen appliances

Window sensors

Door locks

Lighting

Electrical outlets

Garage door openers

Centralized hubs

Intend to buy (8-10)

Smart Home Device Purchase Intent(among Connection Prospects, %8-10/Likely to Purchase)

CTAM Connected Consumer 2018:

Connection Prospects likely to enter via smart speakersare


8%

3030

Strong emotional benefits help market connected solutions - but do vary by device category.

313131

Connected device appeal shifts by type

Top Important Factors/Appeals of Connected Home Devices(among those who own or are likely to purchase a smart home device)

Smart Speakers = Part Practical, Part Fun• Make tasks easier, enjoy looking up facts• Fun to play with• Enjoy the feeling of control

Smart Solutions/Appliances = Highly Practical• Make tasks easier, make me more efficient,

save me money• Also freedom to check in from anywhere

Smart Security = Strong Feelings• Peace of mind, enjoy the feeling of control,

freedom to check in from anywhere

Overall Brand Choice• Easy set-up• Reliability• Reputation• Overall savings


323232

Most smart home consumer targets embrace future “Internet of Intelligence” features

%4+5/Interested, among the 3 key Target groups

55%Devices that get to know and adapt to me

62%Put together info from multiple sources I use, to anticipate my needs

57%Intelligent lists that seek and make recommendations to me

66%Making my devices, platforms, brands work seamlessly together

67%Remotely program and control displays, lighting, etc. to automatically adjust to my preferences

58%Holographic images and information that float in the air


3333

The recent rapid growth curve should be expected

to continue

1

IMPLICATIONS

2

Pay TV and connected consumers go hand in hand

4Natural convergence of the connected solutions vertical

and heavy video consumption

5

Caregivers remain a great targetgroup for connected solutions

3

Simplicity is a core opportunity

7Strong emotional benefits help

market connected solutions - but do vary by device category

8 8

Smart speakers are likely to drive demand…and voice has definite

promise for TV content discovery

6

Providers can still drive value with customers who have experienced

pirated content

9 8

The Connected Consumer Market is Large and

Multi-faceted

Date post:	16-Apr-2020
Category:	Documents
Upload:	others
View:	6 times
Download:	0 times

COURAGEOUS THINKING€¦ · • Learn info on a movie or TV show • Control basic TV functions •...

Documents