THE TGI CONNECTED WORLD 2015
DISCOVER HOW YOUR CONSUMERS ARE CURRENTLY CONNECTED WITHIN TODAY’S DIGITAL ENVIRONMENTUsing our rich and enlightening TGI consumer insights, we showcase examples of worldwide digital data from a range of sectors:
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Welcome to this free publication of key digital consumer insights from Kantar Media TGI’s immense product, brand, behavioural, media and attitudinal information from around the world.
CONSUMERS IN THE DIGITAL WORLD
Key social media and search sites visited
Why is it that consumers in Belgium, Finland, Great Britain and Portugal are the highest users of YouTube? Similarly those in Canada, Japan and Taiwan use Yahoo considerably more than those in Brazil, India and the US. Our charts illustrate the sharp fluctuations in use of sites including Facebook, Twitter, YouTube, Google and Yahoo and demonstrate how TGI can help you with planning your online communications.
Online activities
Local security issues and consumers’ trust of the internet have an impact on the success and usage of online products. For example, regional differences appear when considering online banking as consumers in Scandinavia use this a great deal more than those in Latin America. Understanding how your consumers engage with online activities will support your online marketing strategies.
Digital product ownership
It’s understandable that new technology products are generally embraced quicker in developed markets; however it’s interesting to see markets such as France, Germany and Japan are having a slower uptake of tablets and smartphones. Understanding local tendencies and where the early adopters are most prominent can be critical in driving the success of expanding markets and launching new products.
Attitudes to digital
The extensive ranges of attitudinal statements allow you to build a 360º profile of your consumers. Those in China, India and Saudi Arabia agree with the statement ‘I love to buy new gadgets and appliances’ a great deal more than those in Spain, South Korea and Turkey. These statements will help you understand your consumers’ mind-set and motivations across a variety of topics.
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Introduction: The Digital World 2015 2
Survey specifications 4
WEBSITES VISITED 5
Facebook 6
Twitter 7
Youtube 8
Google 9
Yahoo 10
ONLINE ACTIVITIES 11
Online shopping 12
Listen to/watch TV 13
Access internet via mobile 14
Download music 15
Online banking 16
PRODUCT OWNERSHIP 17
Smartphone 18
Laptop 19
Tablet 20
MP3/MP4 player 21
Digital camera 22
ATTITUDES 23
“I am a TV addict” 24
“When I need information the first place I look is the internet” 25
“I love to buy new gadgets and appliances” 26
“Computers confuse me, I’ll never get used to them” 27
“I try to keep up with developments in technology” 28
TGI: Geographical coverage 29
About TGI 30
CONTENTS
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COUNTRY TGI MEASURED UNIVERSE
SAMPLE SIZE
FIELDWORK PERIOD COUNTRY TGI MEASURED
UNIVERSESAMPLE SIZE
FIELDWORK PERIOD
Albania 14-79, National 2,000 2013 Kuwait 15+, 6 governorates 3,826 2012
Argentina 12-75, Urban 10,119 2014 Lebanon 15+, Urban centers in 6 regions 3,803 2012
Australia 14+ 20,318 2013 Macedonia 15-64, National 2,119 2012
Azerbaijan 10-65, 3 cities 1,600 2012 Malaysia 15+ 25,134 2014
Bahrain 15+, Nationwide 1,392 2011 Mexico 12-64, 3 major metropolitan areas 12,400 2014
Belgium 18-64, National 2,000 2013 Morocco 15+, 3 main cities 3,002 2011
Bosnia & Herzegovina 15-69, National 2,000 2013 New Zealand 10+, National 12,000 2013
Brazil 12-64, 9 major metropolitan areas 20,736 2014 Northern Ireland 15+ 2,054 2014
Bulgaria 15-69, Urban areas 11,861 2013 Norway 12-75, National 9,532 2013
Canada 12+, National 10,730 2014 Peru 12-64, Lima only 3,009 2014
Chile 12-75, Greater Santiago 2,961 2014 Philippines 10+, Urban 8,000 2013
China 15-69, 60 cities 103,046 2014 Poland 15-75 30,809 2014
Colombia 12-69, 6 cities 5,040 2014 Portugal 15+ 5,000 2014
Croatia 15-75, National 4,053 2012 Qatar 15+, 10 municipalities 1,400 2013
Czech Republic 12-79, National 15,201 2013 Republic of Ireland 15+ 2,971 2014
Denmark 12+, National 12,484 2014 Russia 16+, Cities of 100,000+ 45,000 2014
Dominican Republic 12-64, Urban population 2,016 2014 Saudi Arabia 15+, 15 cities & towns 7,018 2014
Ecuador 12-64, Quito & Guayaquil (urban only) 2,001 2014 Serbia 15-69, National 5,760 2013
Egypt 15+, 15 cities 6,222 2012 Singapore 15+ 4,696 2013
Finland 15-69, Excl. Åland Islands 6,054 2014 Slovak Republic 14-79, National 8,265 2013
France 15+, Excl. Corsica 15,185 2014 Slovenia 15-75, National 5,747 2011
Great Britain 15+, Excl. offshore islands 24,227 2014 South Africa 16+, Urban of 8,000+ 15,035 2013
Germany 15+, National 10,167 2014 South Korea 11-64, Urban 9,055 2013
Greece 15-64 Excl. Aegean & Ionian islands 9,050 2013 Spain 14+, Excl. Ceuta & Melilla 10,295 2014
Hong Kong 12+ 6,041 2013 Sri Lanka 15-65 National 3,000 2012
Hungary 14-75, National 14,000 2014 Sweden 15-79, National 14,900 2013
India 15-55, SEC ABC, Urban 39,732 2014 Taiwan 12+ 10,241 2012
Indonesia 10+, 9 cities 15,633 2013 Thailand 12+ 9,043 2013
Iran 15+ , Urban 9,873 2014 Turkey 15+, Urban 14,950 2014
Israel 18+ 5,010 2014 UAE 15+, 8 urban cities 4,970 2014
Italy 14+ 10,055 2014 USA 18+, 48 contiguous U.S. states 20,000 2014
Japan 12+ 8,857 2013 Venezuela 12-64, 6 metro areas 9,334 2014
Jordan 15+, Urban centers in 3 governorates 3,050 2011 Vietnam 15-54, National 5,000 2013
SURVEY SPECIFICATIONS
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WEBSITES VISITED
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WEBSITES VISITED FACEBOOK
COUNTRY % WHO VISIT ‘000sAlbania Albania 604Argentina Argentina 9,700Australia Australia 7,323Bosnia & Herzegovina Bosnia &Herzegovina 1,133Brazil Brazil 37,148Bulgaria Bulgaria 1,170Canada Canada 18,970Chile Chile 2,507Colombia Colombia 6,827Croatia Croatia 1,197Czech Republic Czech Republic 3,030Dominican Republic Dominican Republic 1,200Ecuador Ecuador 1,974Egypt Egypt 5,099Finland Finland 2,463France France 24,324GB GB 37,680Germany Germany 29,179Greece Greece 2,338Hong Kong Hong Kong 2,806Hungary Hungary 3,322India India 4,386Indonesia Indonesia 12,960Iran Iran 2,023Israel Israel 2,144Italy Italy 22,202Japan Japan 10,357Macedonia Macedonia 377Mexico Mexico 16,402New Zealand New Zealand 1,616Northern Ireland Northern Ireland 762Peru Peru 3,525Philippines Philippines 17,992Poland Poland 9,616Portugal Portugal 3,423Qatar Qatar 484Republic of Ireland Republic of Ireland 1,895Saudi Arabia Saudi Arabia 4,362Serbia Serbia 2,189Singapore Singapore 1,956Slovak Republic Slovak Republic 1,931South Africa South Africa 2,953South Korea South Korea 7,136Spain Spain 17,957Sri Lanka Sri Lanka 86Turkey Turkey 2,637UAE UAE 721USA USA 138,800Venezuela Venezuela 2,176
Vietnam Vietnam 907
GLOBAL AVERAGE: 40%
BASE: TOTAL POPULATION
55%
48%
39%
40%
50%
29%
62%
57%
60%
36%
34%
56%
56%
15%
64%
47%
73%
42%
43%
51%
43%
3%
26%
11%
52%
44%
24%
27%
40%
42%
52%
51%
47%
32%
62%
66%
53%
32%
42%
48%
43%
14%
19%
46%
1%
23%
17%
58%
23%
12%
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WEBSITES VISITED TWITTER
COUNTRY % WHO VISIT ‘000sAlbania Albania 139Argentina Argentina 1,088Australia Australia 1,525Azerbaijan Azerbaijan 132Bahrain Bahrain 99Bosnia & Herzegovina Bosnia &Herzegovina 147Brazil Brazil 5,102Bulgaria Bulgaria 111Canada Canada 5,924Chile Chile 395Colombia Colombia 1,871Croatia Croatia 155Czech Republic Czech Republic 207Dominican Republic Dominican Republic 315Ecuador Ecuador 626Egypt Egypt 2,155Finland Finland 1,056France France 5,200GB GB 19,773Germany Germany 6,087Greece Greece 958Hong Kong Hong Kong 254Hungary Hungary 296India India 1,184Indonesia Indonesia 922Israel Israel 363Italy Italy 7,939Japan Japan 7,324Lebanon Lebanon 552Macedonia Macedonia 32Mexico Mexico 3,670Morocco Morocco 733New Zealand New Zealand 232Northern Ireland Northern Ireland 250Peru Peru 412Philippines Philippines 1,154Portugal Portugal 400Qatar Qatar 156Republic of Ireland Republic of Ireland 662Saudi Arabia Saudi Arabia 3,704Serbia Serbia 294Slovak Republic Slovak Republic 139Slovenia Slovenia 68South Africa South Africa 1,340South Korea South Korea 2,077Spain Spain 9,366Turkey Turkey 659UAE UAE 99USA USA 41,269
Venezuela Venezuela 775
GLOBAL AVERAGE: 11%
13%
5%
8%
7%
22%
5%
7%
3%
19%
9%
17%
5%
2%
15%
18%
7%
28%
10%
38%
9%
18%
5%
4%
1%
2%
9%
16%
17%
20%
2%
9%
3%
6%
17%
6%
3%
5%
21%
18%
27%
6%
3%
4%
6%
6%
24%
6%
2%
17%
8%
BASE: TOTAL POPULATION
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WEBSITES VISITED YOUTUBE
COUNTRY % WHO VISIT ‘000sAlbania Albania 317Argentina Argentina 2,473Australia Australia 8,525Azerbaijan Azerbaijan 422Belgium Belgium 5,318Bosnia & Herzegovina Bosnia &Herzegovina 688Brazil Brazil 11,934Bulgaria Bulgaria 725Canada Canada 16,970Chile Chile 724Colombia Colombia 1,976Croatia Croatia 667Czech Republic Czech Republic 2,243Ecuador Ecuador 1,264Egypt Egypt 4,106Finland Finland 2,695France France 23,283GB GB 37,152Germany Germany 33,169Greece Greece 2,023Hong Kong Hong Kong 1328Hungary Hungary 2,254India India 1,455Indonesia Indonesia 6,809Iran Iran 760Israel Israel 1,837Japan Japan 5,712Lebanon Lebanon 616Mexico Mexico 7,875Morocco Morocco 3,706New Zealand New Zealand 1,278Northern Ireland Northern Ireland 613Peru Peru 1,416Poland Poland 11,590Portugal Portugal 5,358Qatar Qatar 374Republic of Ireland Republic of Ireland 1,838Saudi Arabia Saudi Arabia 754Serbia Serbia 1,263Singapore Singapore 1,778Slovak Republic Slovak Republic 1,387Slovenia Slovenia 618South Africa South Africa 891Spain Spain 17,342Sri Lanka Sri Lanka 84Turkey Turkey 1,831UAE UAE 98USA USA 110,416Venezuela Venezuela 743
Vietnam Vietnam 153
GLOBAL AVERAGE: 29%
29%
12%
45%
21%
78%
24%
16%
18%
56%
16%
17%
20%
25%
36%
12%
70%
45%
72%
48%
37%
24%
29%
1%
14%
4%
45%
13%
22%
19%
18%
33%
42%
20%
39%
63%
51%
51%
5%
24%
44%
31%
40%
4%
44%
1%
16%
2%
46%
8%
2%
BASE: TOTAL POPULATION
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WEBSITES VISITED GOOGLE
COUNTRY % WHO VISIT ‘000sArgentina Argentina 10,397Australia Australia 11,910Azerbaijan Azerbaijan 427Belgium Belgium 6,493Bosnia & Herzegovina Bosnia &Herzegovina 1,431Brazil Brazil 44,863Bulgaria Bulgaria 1,603Canada Canada 23,855Chile Chile 2,932China China 9,093Colombia Colombia 7,986Croatia Croatia 1,866Czech Republic Czech Republic 2,122Ecuador Ecuador 2,104Egypt Egypt 4,961Finland Finland 3,615France France 32,831GB GB 42,111Germany Germany 48,353Greece Greece 2,530Hungary Hungary 3,345India India 3,302Indonesia Indonesia 13,286Iran Iran 5,228Israel Israel 2,618Japan Japan 24,478Jordan Jordan 548Lebanon Lebanon 956Macedonia Macedonia 358Mexico Mexico 18,384Morocco Morocco 3,720New Zealand New Zealand 2,195Northern Ireland Northern Ireland 945Peru Peru 3,907Philippines Philippines 7,588Poland Poland 17,133Portugal Portugal 5,615Qatar Qatar 475Republic of Ireland Republic of Ireland 2,600Saudi Arabia Saudi Arabia 7,979Serbia Serbia 1,762Singapore Singapore 2,639Slovak Republic Slovak Republic 1,502Slovenia Slovenia 921South Africa South Africa 2,160Spain Spain 19,735Turkey Turkey 2,515USA USA 118,398Venezuela Venezuela 2,066
Vietnam Vietnam 988
GLOBAL AVERAGE: 47%
51%
63%
22%
95%
50%
60%
40%
78%
67%
6%
71%
57%
24%
59%
15%
94%
64%
82%
69%
47%
43%
2%
26%
27%
64%
56%
22%
34%
26%
45%
18%
57%
65%
56%
20%
57%
66%
65%
72%
58%
34%
65%
34%
59%
10%
50%
22%
50%
22%
14%
BASE: TOTAL POPULATION
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WEBSITES VISITED YAHOO
COUNTRY % WHO VISIT ‘000sArgentina Argentina 937Australia Australia 681Azerbaijan Azerbaijan 86Bahrain Bahrain 174Belgium Belgium 1,198Brazil Brazil 7,475Bulgaria Bulgaria 204Canada Canada 16,281Chile Chile 151China China 2,380Colombia Colombia 1,186Croatia Croatia 290Czech Republic Czech Republic 361Ecuador Ecuador 242Egypt Egypt 3,700France France 9,175GB GB 25,208Germany Germany 12,073Greece Greece 1,454Hong Kong Hong Kong 2,706Hungary Hungary 283India India 2,322Indonesia Indonesia 7,017Iran Iran 3,795Israel Israel 444Japan Japan 27,290Lebanon Lebanon 384Macedonia Macedonia 95Mexico Mexico 3,355Morocco Morocco 1,043New Zealand New Zealand 444Northern Ireland Northern Ireland 308Peru Peru 322Philippines Philippines 6,781Portugal Portugal 692Qatar Qatar 361Republic of Ireland Republic of Ireland 849Saudi Arabia Saudi Arabia 3,411Serbia Serbia 466Singapore Singapore 1,722Slovak Republic Slovak Republic 316Slovenia Slovenia 125South Africa South Africa 991Spain Spain 7,519Sri Lanka Sri Lanka 94Taiwan Taiwan 10,723Turkey Turkey 100USA USA 85,969Venezuela Venezuela 581
Vietnam Vietnam 116
5%
4%
4%
38%
18%
10%
5%
53%
3%
2%
10%
9%
4%
7%
11%
18%
49%
17%
27%
49%
4%
2%
14%
20%
11%
63%
14%
7%
8%
5%
12%
21%
5%
18%
8%
50%
24%
25%
9%
42%
7%
8%
5%
19%
1%
60%
1%
36%
6%
2%
GLOBAL AVERAGE: 17%
BASE: TOTAL POPULATION
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ONLINE ACTIVITIES
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ONLINE ACTIVITIES ONLINE SHOPPING
COUNTRY % WHO USE ‘000sAlbania Albania 87Argentina Argentina 1,193Australia Australia 11,899Bosnia & Herzegovina Bosnia &Herzegovina 140Brazil Brazil 10,343Bulgaria Bulgaria 466Canada Canada 12,165Chile Chile 395China China 56,793Colombia Colombia 932Croatia Croatia 340Czech Republic Czech Republic 3,576Denmark Denmark 4,244Ecuador Ecuador 126Finland Finland 2,876France France 27,949GB GB 34,373Germany Germany 43,043Greece Greece 295Hungary Hungary 670India India 7,285Indonesia Indonesia 15,726Iran Iran 790Israel Israel 1,918Italy Italy 12,483Japan Japan 37,667Macedonia Macedonia 28Malaysia Malaysia 475Mexico Mexico 1,021New Zealand New Zealand 1,888Northern Ireland Northern Ireland 1,019Peru Peru 180Poland Poland 10,780Portugal Portugal 3,285Qatar Qatar 691Republic of Ireland Republic of Ireland 2,554Russia Russia 12,679Saudi Arabia Saudi Arabia 18.6Serbia Serbia 329Slovak Republic Slovak Republic 1,049South Africa South Africa 283South Korea South Korea 16,174Spain Spain 16,060Sweden Sweden 4,365Thailand Thailand 263Turkey Turkey 372UAE UAE 741USA USA 153,341Venezuela Venezuela 249
Vietnam Vietnam 1,108
8%
6%
63%
5%
14%
12%
40%
9%
38%
8%
10%
41%
88%
4%
75%
55%
67%
62%
5%
9%
5%
31%
4%
47%
25%
86%
2%
3%
2%
49%
70%
3%
36%
38%
95%
71%
21%
13%
6%
23%
11%
43%
41%
59%
1%
3%
17%
64%
3%
15%
GLOBAL AVERAGE: 30%
BASE: TOTAL POPULATION
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ONLINE ACTIVITIES LISTEN TO / WATCH TV
COUNTRY % WHO USE ‘000sAlbania Albania 40Argentina Argentina 4,048Australia Australia 4,675Belgium Belgium 1,908Bosnia & Herzegovina Bosnia &Herzegovina 105Brazil Brazil 21,831Bulgaria Bulgaria 478Canada Canada 6,379Chile Chile 932China China 73,914Colombia Colombia 4,815Croatia Croatia 134Denmark Denmark 2,659Ecuador Ecuador 1,207Egypt Egypt 459Finland Finland 617France France 18,586GB GB 18,892Germany Germany 21,074Greece Greece 695Hungary Hungary 340India India 2,296Indonesia Indonesia 329Iran Iran 371Israel Israel 1,875Italy Italy 3,733Macedonia Macedonia 85Malaysia Malaysia 1,834Mexico Mexico 8,803New Zealand New Zealand 821Northern Ireland Northern Ireland 248Norway Norway 2,851Peru Peru 1,393Philippines Philippines 1,555Portugal Portugal 2,463Qatar Qatar 23Republic of Ireland Republic of Ireland 731Saudi Arabia Saudi Arabia 1,031Serbia Serbia 328Singapore Singapore 2,047Slovak Republic Slovak Republic 540South Africa South Africa 248Spain Spain 13,511Sweden Sweden 4,456Thailand Thailand 2,853Turkey Turkey 279UAE UAE 177USA USA 64,670Venezuela Venezuela 1,312
Vietnam Vietnam 699
4%
20%
25%
28%
4%
29%
12%
21%
21%
50%
43%
4%
55%
34%
1%
16%
36%
37%
30%
13%
4%
1%
1%
2%
45%
7%
6%
11%
21%
21%
17%
66%
20%
4%
29%
3%
20%
7%
6%
50%
12%
1%
34%
60%
5%
2%
4%
27%
14%
10%
GLOBAL AVERAGE: 20%
BASE: TOTAL POPULATION
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ONLINE ACTIVITIES ACCESS INTERNET VIA MOBILE
COUNTRY % WHO USE ‘000sAlbania Albania 488Argentina Argentina 2,735Australia Australia 10,539Bosnia & Herzegovina Bosnia &Herzegovina 957Brazil Brazil 12,811Bulgaria Bulgaria 259Chile Chile 1,072China China 80,831Colombia Colombia 2,987Croatia Croatia 1,043Czech Republic Czech Republic 1,437Denmark Denmark 3,133Dominican Republic Dominican Republic 1,422Ecuador Ecuador 460Egypt Egypt 1,556Finland Finland 2,161France France 22,666GB GB 29,056Germany Germany 34,565Greece Greece 740Hungary Hungary 2,274India India 7,060Indonesia Indonesia 10,299Iran Iran 3,496Israel Israel 1,448Italy Italy 20,815Malaysia Malaysia 1,749Mexico Mexico 6,610New Zealand New Zealand 1,453Northern Ireland Northern Ireland 671Norway Norway 2,102Peru Peru 712Poland Poland 3,265Portugal Portugal 4,038Qatar Qatar 582Republic of Ireland Republic of Ireland 1,708Russia Russia 21,411Saudi Arabia Saudi Arabia 5,245Serbia Serbia 1,772Slovak Republic Slovak Republic 980Slovenia Slovenia 615South Africa South Africa 3,357Spain Spain 20,150Sri Lanka Sri Lanka 173Thailand Thailand 8,121Turkey Turkey 1,025UAE UAE 1,680USA USA 136,534Venezuela Venezuela 735
Vietnam Vietnam 2,167
GLOBAL AVERAGE: 32%
45%
14%
56%
34%
17%
6%
24%
54%
26%
32%
16%
65%
66%
13%
5%
56%
44%
57%
50%
14%
29%
5%
20%
18%
35%
41%
11%
16%
38%
46%
49%
10%
11%
47%
80%
48%
36%
38%
34%
22%
40%
15%
51%
2%
14%
9%
39%
57%
8%
30%
BASE: TOTAL POPULATION
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ONLINE ACTIVITIES DOWNLOAD MUSIC
COUNTRY % WHO USE ‘000sAlbania Albania 122Argentina Argentina 3,255Australia Australia 3,979Bahrain Bahrain 108Belgium Belgium 3,298Bosnia & Herzegovina Bosnia & Herzegovina 356Brazil Brazil 15,062Bulgaria Bulgaria 546Canada Canada 8,808Chile Chile 965China China 30,290Colombia Colombia 2,582Czech Republic Czech Republic 1,478Dominican Republic Dominican Republic 679Ecuador Ecuador 853Egypt Egypt 1,145France France 13,755GB GB 16,895Germany Germany 19,753Greece Greece 1,800Hong Kong Hong Kong 650Hungary Hungary 1,409India India 4,791Italy Italy 5,210Japan Japan 8,452Jordan Jordan 228Kuwait Kuwait 150Lebanon Lebanon 206Macedonia Macedonia 109Mexico Mexico 6,594Morocco Morocco 3,429New Zealand New Zealand 566Northern Ireland Northern Ireland 411Norway Norway 1,959Peru Peru 1,056Philippines Philippines 3,299Poland Poland 4,573Portugal Portugal 2,793Republic of Ireland Republic of Ireland 1,055Russia Russia 21,185Saudi Arabia Saudi Arabia 151Serbia Serbia 669Singapore Singapore 623Slovak Republic Slovak Republic 905South Africa South Africa 637Spain Spain 14,183Turkey Turkey 359UAE UAE 381USA USA 55,556
Venezuela Venezuela 845
GLOBAL AVERAGE: 19%
11%
16%
21%
24%
48%
13%
20%
14%
29%
22%
20%
23%
17%
32%
24%
3%
27%
33%
28%
33%
12%
18%
4%
10%
19%
9%
7%
7%
8%
16%
16%
15%
28%
45%
15%
9%
15%
33%
29%
35%
1%
13%
15%
20%
3%
36%
3%
9%
23%
9%
BASE: TOTAL POPULATION
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ONLINE ACTIVITIES ONLINE BANKING
COUNTRY % WHO USE ‘000sAlbania Albania 12Argentina Argentina 2,084Australia Australia 14,124Bahrain Bahrain 48Bosnia & Herzegovina Bosnia &Herzegovina 71Brazil Brazil 11,457Bulgaria Bulgaria 194Canada Canada 12,727Chile Chile 659China China 32,271Colombia Colombia 1,174Czech Republic Czech Republic 3,040Denmark Denmark 4,070Dominican Republic Dominican Republic 204Ecuador Ecuador 277Finland Finland 1,674France France 34,288GB GB 34,283Germany Germany 42,243Greece Greece 135Hungary Hungary 1,176India India 3,853Israel Israel 2,486Italy Italy 6,146Japan Japan 4,868Macedonia Macedonia 577Malaysia Malaysia 351Mexico Mexico 1,026New Zealand New Zealand 1,904Northern Ireland Northern Ireland 488Norway Norway 3,574Peru Peru 307Poland Poland 7,836Portugal Portugal 3,157Qatar Qatar 41Republic of Ireland Republic of Ireland 1,750Russia Russia 9,377Saudi Arabia Saudi Arabia 53.2Serbia Serbia 246Singapore Singapore 1,179Slovak Republic Slovak Republic 1,004South Africa South Africa 737South Korea South Korea 5,789Spain Spain 18,460Sweden Sweden 5,850Turkey Turkey 363UAE UAE 166USA USA 143,948Venezuela Venezuela 484
Vietnam Vietnam 141
GLOBAL AVERAGE: 26%
1%
10%
75%
11%
3%
15%
5%
42%
15%
22%
10%
34%
84%
10%
8%
44%
67%
67%
61%
3%
15%
1%
60%
12%
11%
42%
2%
2%
50%
33%
83%
4%
26%
37%
6%
49%
16%
1%
5%
29%
22%
3%
16%
47%
79%
3%
4%
60%
5%
2%
BASE: TOTAL POPULATION
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PRODUCT OWNERSHIP
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PRODUCT OWNERSHIP SMARTPHONE
COUNTRY % OWNERSHIP ‘000sAlbania Albania 327Argentina Argentina 3,344Australia Australia 12,767Bosnia & Herzegovina Bosnia & Herzegovina 910Brazil Brazil 15,082Bulgaria Bulgaria 342Canada Canada 12,220Chile Chile 1,494China China 101,552Colombia Colombia 2,800Croatia Croatia 627Czech Republic Czech Republic 1,931Denmark Denmark 2,947Dominican Republic Dominican Republic 537Ecuador Ecuador 650France France 21,274GB GB 30,516Germany Germany 25,286Greece Greece 1,731Hong Kong Hong Kong 3,086Hungary Hungary 2,487India India 20,127Indonesia Indonesia 6,118Iran Iran 4,504Israel Israel 2,789Italy Italy 21,210Japan Japan 17,974Macedonia Macedonia 186Malaysia Malaysia 4,190Mexico Mexico 7,906New Zealand New Zealand 1,653Northern Ireland Northern Ireland 835Peru Peru 833Philippines Philippines 5,561Poland Poland 6,396Portugal Portugal 3,839Qatar Qatar 382Republic of Ireland Republic of Ireland 2,110Russia Russia 19,786Saudi Arabia Saudi Arabia 7,453Serbia Serbia 1,102Singapore Singapore 2,601Slovak Republic Slovak Republic 1,303South Africa South Africa 6,605Spain Spain 23,250Sweden Sweden 4,728Turkey Turkey 3,333UAE UAE 2,417USA USA 145,755
Venezuela Venezuela 1,236
GLOBAL AVERAGE: 35%
30%
17%
67%
32%
20%
8%
40%
34%
68%
25%
19%
22%
61%
25%
18%
42%
59%
36%
32%
56%
32%
15%
12%
23%
68%
42%
41%
14%
26%
19%
43%
57%
12%
15%
21%
45%
52%
59%
33%
54%
21%
64%
29%
30%
59%
64%
30%
57%
61%
13%
BASE: TOTAL POPULATION
TGI
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COUNTRY % OWNERSHIP ‘000sAlbania Albania 358Australia Australia 6,237Azerbaijan Azerbaijan 665Bahrain Bahrain 219Belgium Belgium 5,733Bosnia & Herzegovina Bosnia & Herzegovina 676Brazil Brazil 36,128Bulgaria Bulgaria 1,001Canada Canada 16,839China China 74,005Croatia Croatia 1,180Czech Republic Czech Republic 1,601Ecuador Ecuador 1,077Egypt Egypt 701France France 31,871GB GB 35,606Germany Germany 43,050Greece Greece 2,351Hungary Hungary 2,250India India 6,091Indonesia Indonesia 7,481Iran Iran 1,520Israel Israel 1,473Italy Italy 23,675Jordan Jordan 974Kuwait Kuwait 1,097Lebanon Lebanon 949Macedonia Macedonia 16Malaysia Malaysia 7,542Northern Ireland Northern Ireland 803Norway Norway 3,320Philippines Philippines 2,210Poland Poland 10,121Portugal Portugal 4,850Qatar Qatar 455Republic of Ireland Republic of Ireland 1,289Saudi Arabia Saudi Arabia 8,450Serbia Serbia 1,364Singapore Singapore 3,191Slovak Republic Slovak Republic 2,200Slovenia Slovenia 539South Africa South Africa 3,229South Korea South Korea 9,366Spain Spain 21,360Sri Lanka Sri Lanka 554Sweden Sweden 5,622Turkey Turkey 2,101UAE UAE 2,217USA USA 186,901
Vietnam Vietnam 2,707
GLOBAL AVERAGE: 41%
33%
33%
34%
48%
84%
24%
47%
24%
55%
50%
36%
18%
30%
2%
62%
69%
62%
44%
29%
5%
15%
8%
36%
47%
39%
49%
34%
34%
47%
55%
77%
6%
34%
57%
62%
61%
61%
26%
78%
49%
35%
15%
25%
54%
7%
76%
19%
52%
78%
37%
PRODUCT OWNERSHIP LAPTOPBASE: TOTAL POPULATION
TGI
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COUNTRY % OWNERSHIP ‘000sAlbania Albania 41Argentina Argentina 235Australia Australia 6,103Belgium Belgium 2254Bosnia & Herzegovina Bosnia & Herzegovina 27Brazil Brazil 4,173Bulgaria Bulgaria 98Canada Canada 9,624Chile Chile 152China China 30,296Colombia Colombia 1,279Croatia Croatia 91Czech Republic Czech Republic 327Ecuador Ecuador 374France France 10,777GB GB 16,769Germany Germany 10,263Greece Greece 135Hong Kong Hong Kong 1,162Hungary Hungary 1267India India 884Indonesia Indonesia 1,146Iran Iran 815Israel Israel 1,045Italy Italy 3,982Japan Japan 4,617Macedonia Macedonia 12Malaysia Malaysia 1,241Mexico Mexico 1,755New Zealand New Zealand 662Northern Ireland Northern Ireland 500Norway Norway 1,346Peru Peru 277Philippines Philippines 1,240Poland Poland 2,415Portugal Portugal 1,802Qatar Qatar 25Republic of Ireland Republic of Ireland 1,050Saudi Arabia Saudi Arabia 1,959Serbia Serbia 224Singapore Singapore 1,512Slovak Republic Slovak Republic 222South Africa South Africa 365South Korea South Korea 2,736Spain Spain 9,690Sweden Sweden 2,590Turkey Turkey 369UAE UAE 981USA USA 117,747
Venezuela Venezuela 183
4%
1%
32%
33%
1%
6%
2%
31%
3%
20%
11%
3%
4%
11%
21%
33%
15%
3%
21%
16%
1%
2%
4%
25%
8%
11%
1%
8%
4%
17%
34%
31%
4%
3%
8%
21%
3%
29%
14%
4%
37%
5%
2%
7%
25%
35%
3%
23%
49%
2%
GLOBAL AVERAGE: 13%
PRODUCT OWNERSHIP TABLETBASE: TOTAL POPULATION
TGI
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COUNTRY % OWNERSHIP ‘000sAlbania Albania 12Argentina Argentina 1,962Australia Australia 5,972Azerbaijan Azerbaijan 156Brazil Brazil 12,694Bulgaria Bulgaria 116Canada Canada 9,624Chile Chile 1,156China China 29,269Colombia Colombia 1,939Croatia Croatia 624Czech Republic Czech Republic 2,305Denmark Denmark 2,078Ecuador Ecuador 579Egypt Egypt 2,515France France 13,187GB GB 15,317Germany Germany 18,071Greece Greece 623Hungary Hungary 1,216India India 7,356Indonesia Indonesia 1,200Israel Israel 940Italy Italy 12,769Lebanon Lebanon 344Macedonia Macedonia 196Malaysia Malaysia 355Mexico Mexico 4,979New Zealand New Zealand 954Northern Ireland Northern Ireland 334Norway Norway 1,746Peru Peru 921Philippines Philippines 465Poland Poland 4,866Portugal Portugal 2,482Qatar Qatar 186Republic of Ireland Republic of Ireland 835Russia Russia 4,729Saudi Arabia Saudi Arabia 2,517Serbia Serbia 1,007Singapore Singapore 889Slovak Republic Slovak Republic 1,016South Africa South Africa 2,189South Korea South Korea 5,573Spain Spain 16,339Thailand Thailand 807Turkey Turkey 702UAE UAE 839USA USA 103,386
Venezuela Venezuela 1,752
GLOBAL AVERAGE: 18%
1%
10%
32%
8%
17%
3%
32%
26%
20%
17%
19%
26%
43%
16%
8%
26%
30%
26%
12%
16%
6%
2%
23%
25%
12%
14%
2%
12%
25%
23%
41%
13%
1%
16%
29%
26%
23%
8%
18%
19%
22%
23%
10%
15%
42%
1%
6%
20%
43%
19%
PRODUCT OWNERSHIP MP3 / MP4 PLAYERBASE: TOTAL POPULATION
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COUNTRY % OWNERSHIP ‘000sAlbania Albania 521Argentina Argentina 4,692Australia Australia 12,415Bahrain Bahrain 226Brazil Brazil 25,835Bulgaria Bulgaria 1,325Canada Canada 13,964Chile Chile 1,018China China 82,946Colombia Colombia 3,771Croatia Croatia 1,771Czech Republic Czech Republic 4,696Denmark Denmark 3,787Dominican Republic Dominican Republic 615Ecuador Ecuador 1,472Finland Finland 2,711France France 35,537GB GB 30,624Germany Germany 43,246Greece Greece 1,925Hungary Hungary 3,247India India 5,534Iran Iran 4,913Israel Israel 2,812Japan Japan 5,393Macedonia Macedonia 676Mexico Mexico 5,338New Zealand New Zealand 2,289Northern Ireland Northern Ireland 686Norway Norway 2,994Peru Peru 2,982Philippines Philippines 1,919Poland Poland 12,215Portugal Portugal 5,574Qatar Qatar 193Republic of Ireland Republic of Ireland 1,845Russia Russia 36,076Saudi Arabia Saudi Arabia 2,094Serbia Serbia 2,310Singapore Singapore 1,599Slovak Republic Slovak Republic 1,840Slovenia Slovenia 1,105South Africa South Africa 2,372South Korea South Korea 15,185Spain Spain 28,012Thailand Thailand 6,790Turkey Turkey 1,236UAE UAE 1,474Venezuela Venezuela 1,227
Vietnam Vietnam 2,132
GLOBAL AVERAGE: 42%
48%
23%
66%
49%
35%
33%
46%
23%
56%
33%
54%
53%
78%
29%
41%
71%
69%
60%
62%
36%
42%
4%
25%
68%
12%
49%
13%
60%
47%
69%
43%
5%
41%
65%
27%
51%
60%
15%
44%
39%
41%
71%
11%
41%
71%
12%
11%
34%
13%
29%
PRODUCT OWNERSHIP DIGITAL CAMERABASE: TOTAL POPULATION
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ATTITUDES
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ATTITUDES “I AM A TV ADDICT” (AGREE)
COUNTRY % AGREEMENT ‘000sAlbania Albania 338Argentina Argentina 5,311Bahrain Bahrain 147Belgium Belgium 2,320Bosnia & Herzegovina Bosnia &Herzegovina 645Brazil Brazil 10, 437Bulgaria Bulgaria 1,186Chile Chile 1,142China China 83,071Colombia Colombia 3,008Czech Republic Czech Republic 2,582Dominican Republic Dominican Republic 534Ecuador Ecuador 1,234Egypt Egypt 16,123Finland Finland 1,276France France 13,181GB GB 9,523Germany Germany 4,146Greece Greece 1,656Hungary Hungary 1,213India India 63,383Indonesia Indonesia 64%Iran Iran 4,204Italy Italy 7,236Jordan Jordan 765Kuwait Kuwait a,020Lebanon Lebanon 883Macedonia Macedonia 262Mexico Mexico 10,372Morocco Morocco 7,105Northern Ireland Northern Ireland 303Peru Peru 2,037Philippines Philippines 25,955Poland Poland 4,306Portugal Portugal 1,392Qatar Qatar 253Republic of Ireland Republic of Ireland 728Russia Russia 34,029Saudi Arabia Saudi Arabia 7,570Serbia Serbia 895Slovak Republic Slovak Republic 1,169Slovenia Slovenia 181South Africa South Africa 8,484Spain Spain 4,918Sri Lanka Sri Lanka 1,483Turkey Turkey 2,213UAE UAE 1,686USA USA 88,227Venezuela Venezuela 5,570
Vietnam Vietnam 1,725
GLOBAL AVERAGE: 30%
31%
26%
32%
34%
23%
14%
29%
26%
56%
27%
29%
25%
35%
49%
33%
26%
19%
6%
31%
15%
47%
64%
22%
14%
31%
45%
31%
19%
25%
34%
21%
29%
68%
14%
16%
35%
20%
57%
55%
17%
26%
12%
39%
13%
18%
20%
39%
37%
60%
24%
BASE: TOTAL POPULATION
TGI
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ATTITUDES “WHEN I NEED INFORMATION THE FIRST PLACE I LOOK IS THE INTERNET” (AGREE)
COUNTRY % AGREEMENT ‘000sAlbania Albania 511Argentina Argentina 8,671Azerbaijan Azerbaijan 990Belgium Belgium 5,186Bosnia & Herzegovina Bosnia &Herzegovina 1,189Brazil Brazil 35,094Bulgaria Bulgaria 1,578Chile Chile 1,799China China 103,858Colombia Colombia 4,990Croatia Croatia 1,293Czech Republic Czech Republic 4,161Ecuador Ecuador 1,785Egypt Egypt 4,149Finland Finland 3,327France France 34,107GB GB 34,812Germany Germany 30,089Greece Greece 2,205Hungary Hungary 2,738India India 59,821Iran Iran 8,833Israel Israel 2,434Italy Italy 21,222Kuwait Kuwait 1,052Lebanon Lebanon 1,261Macedonia Macedonia 465Mexico Mexico 11,995Morocco Morocco 8,133Northern Ireland Northern Ireland 829Peru Peru 3,138Philippines Philippines 6,218Poland Poland 9,125Portugal Portugal 4,478Qatar Qatar 439Republic of Ireland Republic of Ireland 2,191Russia Russia 33,345Saudi Arabia Saudi Arabia 7,806Serbia Serbia 2,649Slovak Republic Slovak Republic 1,848Slovenia Slovenia 886South Africa South Africa 9,055Spain Spain 19,592Sri Lanka Sri Lanka 1,674Thailand Thailand 13,521Turkey Turkey 3,339UAE UAE 2,514USA USA 182,236Venezuela Venezuela 4,995
Vietnam Vietnam 3,441
GLOBAL AVERAGE: 47%
47%
43%
50%
76%
42%
47%
39%
41%
70%
44%
39%
47%
50%
13%
87%
67%
68%
43%
41%
35%
45%
46%
59%
42%
47%
45%
34%
29%
39%
57%
45%
16%
30%
52%
60%
61%
55%
57%
51%
41%
57%
41%
50%
21%
23%
30%
59%
76%
54%
47%
BASE: TOTAL POPULATION
TGI
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ATTITUDES “I LOVE TO BUY NEW GADGETS AND APPLIANCES” (AGREE)
COUNTRY % AGREEMENT ‘000sAlbania Albania 647Argentina Argentina 6,934Bahrain Bahrain 235Belgium Belgium 1,407Bosnia & Herzegovina Bosnia &Herzegovina 603Brazil Brazil 35,194Bulgaria Bulgaria 1,601Chile Chile 1,135China China 84,518Colombia Colombia 4,159Croatia Croatia 1,066Czech Republic Czech Republic 2,005Dominican Republic Dominican Republic 1,366Ecuador Ecuador 1,457Egypt Egypt 15,307Finland Finland 1,322France France 6,819GB GB 16,714Germany Germany 15,266Greece Greece 2,516Hungary Hungary 2,971India India 76,120Israel Israel 1,100Italy Italy 10,889Jordan Jordan 1,179Kuwait Kuwait 837Lebanon Lebanon 1,727Macedonia Macedonia 527Mexico Mexico 11,549Morocco Morocco 7,429Northern Ireland Northern Ireland 526Peru Peru 2,191Philippines Philippines 3,562Poland Poland 6,891Portugal Portugal 3,001Qatar Qatar 401Republic of Ireland Republic of Ireland 1,416Saudi Arabia Saudi Arabia 7,538Serbia Serbia 2,313Slovak Republic Slovak Republic 1,176Slovenia Slovenia 576South Africa South Africa 9,442South Korea South Korea 5,892Spain Spain 5,823Sri Lanka Sri Lanka 2,739Taiwan Taiwan 5,193Turkey Turkey 2,723UAE UAE 2,258USA USA 93,085
Venezuela Venezuela 5,760
GLOBAL AVERAGE: 36%
59%
34%
51%
21%
21%
47%
40%
26%
57%
37%
32%
23%
37%
41%
46%
34%
13%
33%
22%
47%
38%
57%
27%
22%
47%
37%
61%
38%
28%
35%
36%
31%
9%
23%
35%
55%
39%
55%
44%
26%
37%
43%
16%
15%
34%
29%
24%
53%
39%
62%
BASE: TOTAL POPULATION
TGI
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ATTITUDES “COMPUTERS CONFUSE ME, I’LL NEVER GET USED TO THEM” (AGREE)
COUNTRY % AGREEMENT ‘000sAlbania Albania 263Argentina Argentina 5,200Bahrain Bahrain 117Belgium Belgium 860Bosnia &Herzegovina Bosnia &Herzegovina 551Brazil Brazil 21,278Bulgaria Bulgaria 1,013Chile Chile 989China China 56,570Colombia Colombia 2,450Croatia Croatia 784Czech Republic Czech Republic 2,071Dominican Republic Dominican Republic 440Ecuador Ecuador 944Egypt Egypt 6,992Finland Finland 400France France 10,755GB GB 8,470Germany Germany 7,893Greece Greece 1,813Hungary Hungary 1,313India India 47,277Iran Iran 4,964Israel Israel 451Italy Italy 17,938Jordan Jordan 715Lebanon Lebanon 837Macedonia Macedonia 215Mexico Mexico 10,041Morocco Morocco 6,227Northern Ireland Northern Ireland 254Peru Peru 1,830Philippines Philippines 8,084Poland Poland 6,796Portugal Portugal 1,418Qatar Qatar 215Republic of Ireland Republic of Ireland 664Saudi Arabia Saudi Arabia 5,885Serbia Serbia 797Slovak Republic Slovak Republic 1,135Slovenia Slovenia 239South Africa South Africa 8,379Spain Spain 7,381Sri Lanka Sri Lanka 1,487Turkey Turkey 2,431UAE UAE 1,609USA USA 23,494Venezuela Venezuela 4,737
Vietnam Vietnam 1,254
GLOBAL AVERAGE: 23%
24%
26%
26%
13%
19%
28%
25%
23%
38%
22%
24%
23%
21%
27%
21%
10%
21%
17%
11%
34%
17%
35%
26%
11%
35%
29%
30%
16%
24%
30%
17%
26%
21%
23%
17%
30%
19%
36%
15%
25%
15%
38%
19%
18%
22%
38%
10%
51%
17%
BASE: TOTAL POPULATION
TGI
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ATTITUDES “I TRY TO KEEP UP WITH DEVELOPMENTS IN TECHNOLOGY” (AGREE)
COUNTRY % AGREEMENT ‘000sAlbania Albania 623Argentina Argentina 7,442Azerbaijan Azerbaijan 779Bahrain Bahrain 252Belgium Belgium 3,382Bosnia & Herzegovina Bosnia &Herzegovina 1,443Brazil Brazil 34,135Bulgaria Bulgaria 1,854Chile Chile 1,262China China 82,156Colombia Colombia 4,067Croatia Croatia 1,890Czech Republic Czech Republic 3,222Dominican Republic Dominican Republic 1,276Ecuador Ecuador 1,849Egypt Egypt 11,794Finland Finland 2,321France France 19,837GB GB 19,999Germany Germany 27,434Greece Greece 2,517Hong Kong Hong Kong 2,782Hungary Hungary 4,009India India 65,154Jordan Jordan 1,307Kuwait Kuwait 1,199Lebanon Lebanon 1,471Macedonia Macedonia 507Mexico Mexico 12,000Morocco Morocco 7,347Northern Ireland Northern Ireland 629Peru Peru 2,869Philippines Philippines 10,611Poland Poland 10,035Portugal Portugal 5,866Qatar Qatar 442Republic of Ireland Republic of Ireland 1,860Saudi Arabia Saudi Arabia 7,205Serbia Serbia 2,250Slovak Republic Slovak Republic 1,688Slovenia Slovenia 1,188South Africa South Africa 10,536Spain Spain 19.233Sri Lanka Sri Lanka 4,114Thailand Thailand 22,537Turkey Turkey 4,004UAE UAE 2,377USA USA 140,430Venezuela Venezuela 5,906
Vietnam Vietnam 3,767
GLOBAL AVERAGE: 47%
57%
37%
39%
55%
49%
51%
46%
46%
29%
55%
36%
58%
37%
60%
52%
37%
58%
39%
39%
39%
47%
51%
51%
49%
52%
53%
52%
37%
29%
35%
43%
41%
28%
33%
69%
61%
52%
52%
43%
38%
76%
48%
49%
51%
39%
36%
56%
59%
63%
52%
BASE: TOTAL POPULATION
TGI
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• Algeria
• Albania
• Argentina
• Australia
• Azerbaijan
• Bahrain
• Belgium
• Bosnia and Herzegovina
• Brazil
• Bulgaria
• Canada
• Chile
• China
• Colombia
• Croatia
• Czech Republic
• Denmark
• Dominican Republic
• Ecuador
• Egypt
• Finland
• France
• GB
• Germany
• Greece
• Hong Kong
• Hungary
• India
• Indonesia
• Iran
• Israel
• Italy
• Japan
• Jordan
• Kuwait
• Lebanon
• Macedonia
• Malaysia
• Mexico
• Morocco
• New Zealand
• Northern Ireland
• Norway
• Peru
• Philippines
• Poland
• Portugal
• Puerto Rico
• Qatar
• Rep. of Ireland
• Russia
• Saudi Arabia
• Serbia
• Singapore
• Slovak Republic
• Slovenia
• South Africa
• South Korea
• Spain
• Sri Lanka
• Sweden
• Taiwan
• Thailand
• Turkey
• UAE
• USA
• Venezuela
• Vietnam
TGI GEOGRAPHICAL COVERAGE
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The Kantar Media TGI studies sit at the forefront of the media and marketing industries, providing comprehensive insight into the online and offline behaviour of consumers from nearly 70 countries: who they are, why they behave and make choices the way they do and how best to reach them.
Used by communications and digital agencies, media and advertisers, TGI measures brand consumption, reasons behind behaviours and media usage, including passively-collected online browsing behaviour.
TGI is the most trusted source of national and international planning insights. TGI fulfils a wide range of strategic and tactical purposes, including the identification of target audiences, digital and traditional communication planning and buying, consumer profiling and brand positioning. TGI is integrated with many other studies specific to particular markets, driving even deeper consumer insights.
ABOUT TGI
CONTACT US
TGI in the UK
Ealing Gateway
26-30 Uxbridge Road
London W5 2AU
T +44 20 8433 400
TGI in the US
11 Madison Ave
New York, NY 10010
United States
T +1 212 991 6193
www.tgi.kantarmedia.com
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