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    Living With Digital - The Consumer's Purchasing Journey - Entertainment Consumption on Connected Devices
 
This Living with Digital report explores consumers' digital entertainment behaviours focusing on the key growth areas of connected TVs, smartphones, tablets and eBooks/eReaders. Conducted in February and March 2012, a total of 4,000 consumers nationally representative by age and gender completed the online survey across the USA, UK, France and Germany.

    The Opportunity   Some of the questions included in this survey:
 
Widespread internet access across mass market and home devices has altered the digital world beyond recognition. Typically confined to the home or office to access the internet, this trend has radically changed the way consumers interact across the digital landscape, and with more advanced devices offering internet accessibility, this phenomenon is growing stronger than ever.

Given that consumers are turning to multi-functional devices as they withdraw from purchasing standalone products, companies now need to recognise the importance of gaining an insight into the influencers driving brand loyalty and new purchases to effectively lock in customers and grow market share.

Here are some of the findings:
  • Close to three-quarters of connected TV owners are using their TV to connect to the internet. This is highest in France at 71% and lowest in the UK at 56%.
  • 44% of connected TV owners consider internet connectivity to be a key purchase criteria.
  • 49% of smartphone owners use their device to watch video content.
  • 62% of respondents use an additional electronic device at the same time as watching TV.
  • Half of all respondents have a pay-TV package, though subscription rates differ across countries.
  • Apple device owners are more likely to download apps than those who own other brands of smartphone.
  • Germany has the highest proportion of respondents than any other country who always pay for their apps.
  • Compared to smartphone owners, tablet owners are more willing to pay for apps across all countries.
  • 13% of respondents own a tablet, and ownership is highest in USA at 17%.
The Report

At over 100 pages this report focuses on the key growth areas of connected TVs, smartphones, tablets and eBooks/eReaders and provides extensive analysis of digital entertainment behaviours across the consumer spectrum including:
  • The factors influencing purchase motivations and ownership of devices.
  • How consumers use devices in terms of applications and frequency of usage.
  • The deciding factors that encourage consumers to opt for one brand over another.
  • Understanding consumer loyalty to these brands.
  • Benchmarking findings against previous waves of research.
Report Contents
  • Background and Methodology
  • Key Findings
  • Key Product Ownership and Future Purchase Intentions
  • Connected TV Ownership and Use            
  • Use of Multiple Devices
  • Pay TV Overview        
  • Viewing Habits via Games Console          
  • Tablet Ownership and Usage
  • eBook/eReader Ownership and Usage
  • Children’s Use of Electronic Devices
  • Appendices
  
  • Is your High Definition TV a 3DTV/connected TV?
  • Is the connected TV/smart TV you recently bought actually set up and connected to the internet?
  • What particular aspect of a connected TV do you use?
  • Which particular aspect about having a connected TV do you use?
  • What type of apps are you using on your connected/smart TV?
  • How often do you access content on your connected/smart TV via an app?
  • Do you stream or download video or TV content through your games console?
  • What do you use your smartphone for, aside from making calls and receiving text messages?
  • What type of apps have you downloaded onto your smartphone?
  • Do you typically pay for your apps or download free apps for your smartphone?
  • If you were to replace/upgrade your smartphone would you purchase the same brand or switch to another brand?
  • Are you interested in a tablet with 3G as well as Wi-Fi?
  • Where do you use or plan to use your tablet?
  • Do you typically pay for your apps or download free apps for your tablet?
  • Have you downloaded any apps for your tablet?
  • How many apps have you downloaded to your tablet in the last 6 months?
  • What type of apps have you downloaded onto your tablet?
  • What type of apps would you be willing to pay for?
  • How do you find out about new apps?
  • If you were to replace/upgrade your tablet would you purchase the same brand or switch to another brand?
  • Do you use your eReader/eBook to watch video content that you have streamed or downloaded?
  • What type of video content are you watching?
  • Do your children use any of your electronic devices or do they own any themselves?
 
 

To find out more visit the report page or to make a purchase, get in touch with Alison Casey at Futuresource Consulting:

t: +44 (0) 1582 500 125
e: alison.casey@futuresource-hq.com