TV & Media Report 2013 Italy - Prima online...TV & Media Report 2013 Italy Identifying the needs of...

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CAPITALS

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TV & Media

Report 2013

Italy

Identifying the needs

of tomorrow’s

video consumers

ITALY

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text in the footer area TV Media 2013 Consumer Trends Country Report - Italy | Commercial in confidence | © Ericsson AB 2013 | 2013-08-26

Ericsson Consumerlab annual research

100,000 RESPONDENTS

1.1 billion REPRESENTING

PEOPLE

15 STUDIED

MEGACITIES 40 MORE THAN

COUNTRIES

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15 000 + 30 interviews representing >550 million consumers

Qual: 30 in-home interviews (Sao Paolo, Seoul, Stockholm & New York)

Quant: ~15 000 online interviews (1000/country) + booster for age 60-69

(Brazil, Canada, Chile, China, France, Germany, Italy, Mexico, Russia, Spain, South Korea, Sweden, Taiwan, UK, US)

Quant with additional market unique questions Source: Ericsson ConsumerLab TV Media Consumer trends 2013

Italy

Base: Have broadband at home and watch video content at least weekly

Population aged 16-59: 38 M

Representativity of sample (16-59) in %: 52%

Representativity of sample (16-59) in size: 20 M

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Traditional TV Habits

Consumer TV/Video Consumption on a more than weekly basis

Scheduled broadcast TV

DVD/Blu-ray etc.

Pay-per-view

Source: Ericsson ConsumerLab TV Media Consumer trends 2012,2013

Scheduled broadcast viewing, Physical media and Pay per view

continues to remain fairly stable

BASE: Italy, [Showing more than weekly usage]

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On-Demand Habits

Consumer TV/Video Consumption on a more than weekly basis

Downloaded Movies &

TV shows

Streaming and YouTube viewing remains stable, while recorded

broadcast TV and downloaded content looses momentum

BASE: Italy [Showing more than weekly usage] Source: Ericsson ConsumerLab TV Media Consumer trends 2012,2013

Streamed on-demand/time

shifted TV & Video incl.

YouTube

Own recorded broadcast

TV

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Late adopters Catch on…

“the computer and the internet

is a natural part of my TV and

video consumption habits”

55%


BASE: Italy, [Showing more than weekly usage]

Late Adopters =

Conservatives +

Skeptics + Traditional

Parents

Stream on-demand/time shifted TV & Video incl. YouTube, more than weekly

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From Sunrise to sunset…

Watch any type of TV & video content at least several times a week …

Source: Ericsson ConsumerLab TV Media Consumer trends 2013

Traditional linear TV curve

Morning Noon Afternoon Early evening Evening Night

Breakfast

background TV

Prime access

background TV,

zapping, and

impulse viewing

Prime

time

appointment

viewing

Pe

op

le u

sin

g T

V (

PU

T)

Late night

impulse viewing

BASE: Italy

Emerging TV curve

(advanced viewers)

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Average hours watching video on each device per week

Weekly viewing per Device


45 % of the respondents

use the Laptop,

Smartphone or Tablet to

watch TV/Video outside

the home on a weekly

basis

hours

76% use mobile screens for video viewing each week

14,3 h

7,3 h

6,4 h

5,7 h

0,8 h

4,2 h

BASE: Italy [Those who have and use respective device for video viewing]

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second screen usage

I use secondary device (e.g. smartphone, tablet or laptop) while watching TV in order to … (Showing at least weekly usage)


1 out of 3 people discuss with others online about video content

that they are currently watching (Social TV)

BASE: Italy, [Showing weekly or more usage]

79% of the respondents

use mobile devices to

multitask while

watching TV on a

weekly basis

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Near live or near

linear viewing

Dominated by time

shifted linear TV

Video On Demand VS. Linear

Different services cater for different purposes

Live & event

viewing

Dominated by

linear

Non-live

viewing

Dominated by

on demand & to some

extent time shifted

linear TV


Relaxed

viewing

Migrating to

on demand & time shift

Social

viewing

Still dominated by

linear On demand viewing will

increase as windowing

rules changes

Fresh content

viewing

Viewing

mode:

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Different Viewing priorities


To what degree do you agree to the following statements? (Showing top 2 answers on 7-graded scale)

61%

56%

55%

47%

45%

42%

34%

25%

23%

Watching good movies is very important to me

Relaxing in front of the TV, without any effort is very important to me

Watching good TV-series is very important to me

I want to decide when to watch something rather than following a schedule

I frequently watch online video instructions and “how to videos”

I frequently watch online video reviews of products that I want to buy

Watching live sports is very important to me

Watching live events other than sports is very important to me

Discussing content online improves and increases the value of the viewingexperience

BASE: Italy [Showing top 2 answers on a 7-graded scale]

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› Sometimes the phone & Subscribed-VOD

is more convenient than the TV

› Watching series eliminates content

choices all together

› Mobile devices are always at hand

› A lot of easy-to-watch entertainment on

Subscribed-VOD services.

Changing Video viewing Video On Demand (VOD) services are increasingly also being used for relaxed viewing.

Linear TV viewing is shifting more towards planned appointment & live viewing

Linear TV

VOD

Relaxed

viewing

Appointment

viewing


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recommendations


How useful do you consider each one of these types of advice and recommendations? (Showing top 2 answers on a 7-graded scale )

Even though there is a considerable decline in seeking advice from

close ones it still tops the list

BASE: Italy

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Piracy losing ground

Spain

Base: Spanish on-demand (streaming & downloading content) users (xxx users out of 1000)

Source: Ericsson ConsumerLab TV Media Consumer trends 2013 BASE: Spain & US [Watch streamed movies, streamed TV-programs/TV-series or downloaded movies or TV-series at least several times a month]

When you watch on-demand video, which services do you use?

US

Base: US on-demand (streaming & downloading content) users 508 users out of 1000)

Base: Spanish on-demand (streaming & downloading content) users (606 users out of 1000)

* The highlighted services are related to piracy one way or the other

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12

9

9

7

6

6

6

6

6

5

5

4

3

3

3

3

2

2

0 1 2 3 4 5 6 7 8 9 10 11 12 13

Free from ads/commercials

Time shift/On demand

Excellent quality (HD quality)

Theatrical releases direcly in the TV, premium price

Extreme quality (4K / 4xHD)

Usability, super simple interfaces

Push to see the content best suited for you at that moment

Access Internet on your traditional TV screen

Personalised TV-/video content

Advanced online video search (actors, lines, scenes..)

My TV-/video content on all my devices

One search, watch & pay interface for online video

3D TV

Video telephony

Personalizable TV-screen info (Apps, widgets on top of program)

Access Apps on your standard TV screen

Interactive TV

Accessing/watching different camera angles on diff. Screens

Important services 2013

% Source: Ericsson ConsumerLab TV Media Consumer trends 2013

The most important services/options when it to how consumers want their future TV/Video experience

Relative order

to last year

BASE: Italy

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W2p for services 2013


Which of the following features/services do you consider worth paying for?

BASE: Italy

34

31

27

21

18

18

16

12

12

11

11

9

8

7

6

5

4

4

0% 10% 20% 30% 40%

Free from ads/commercials

Time shift/On demand

Excellent quality (HD quality

Extreme quality (4K/4xHD

Theatrical releases direcly in the TV, premium price

Personalised TV/Video content

Access Internet on your traditional TV screen

Advanced online video search (actors, lines, scenes..)

3D TV

Video telephony

Usability, super simple interfaces

Interactive TV

My TV-/video content on all my devices

Access Apps on your standard TV screen

Push to see the content best suited for you at that moment

One search, watch & pay interface for online video

Personalizable TV-screen info (Apps, widgets on top of program)

Accessing/watching different camera angles on diff. Screens

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