vision+ tv 그리고 미디어 발표장표...

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CAPITALS

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consumer insights on TV/MEDIA CONSUMPTION

HONGSUP SUH SALES SUPPORT, APAC

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VISION+ IN HONGKONG | TV MEDIA CONSUMER INSIGHTS | CONSUMERLAB | 2014-09-25 |

Ericsson ConsumerLab annual research

1.1 billion REPRESENTING

PEOPLE 100,000

RESPONDENTS

15 STUDIED

MEGACITIES 40 MORE THAN

COUNTRIES

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TV MEDIA CONSUMPTION Based on our annul global study

Qual: 22 in-depth interviews

Quant: ~23 000 online interviews

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The Service Shift Content on the

go Change TV recipe

TV & media consumption under transformation

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Streaming habits are

closing in on linear TV

The Service shift

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Changes in Viewing

Global

83% 77%

61%

72%

47%

28%

31% 25%

0%

20%

40%

60%

80%

100%

2011 2012 2013 2014

Scheduled broadcast TV

Streamed video

Recorded broadcast TV

DVD, Blue ray, etc.

Streaming makes up for an increasing part of consumers viewing habits

Use several times a

week or more

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Traditional TV under pressure

Changes of managed TV package

7%12%

12% +13%

2014

15%

2012

58% 60%

2013

13%

11%

19% 21%

65%

7%

No change

Reduced

Increased

Eliminated

Existing restrictions for the managed services impact the perceived

value, and trigger cord cutting and shaving

67% 61% 60%

48%

0%

20%

40%

60%

80%

2011 2012 2013 2014

Traditional TV viewing among 16-

19 years old - Daily basis

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S-VOD usage triggers Binge viewing

I strongly prefer all episodes of a TV-series season to be released at once, so that I can watch them at my

own pace instead of each episode being released separately over time

Binge watching is like a box of chocolate. It is difficult to take just one piece when you

have a whole box in front of you. It’s difficult not to eat them all

of the global

consumer agree

48% 56% of S-VOD users want all episodes to

be released at once, compared to 45%

percent of non S-VOD users

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Content on the go

Increased willingness to

pay for anywhere

access

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Viewing on mobile devices goes up

Average hours watching video on each device per week

0 2 4 6 8 10 12 14 16 18

TV-screen 2014

TV-screen 2012

Desktop computer 2014

Desktop computer 2012

Laptop 2014

Laptop 2012

Smartphone 2014

Smartphone 2012

Tablet 2014

Tablet 2012

At homeAway from home

hours

25% increase in willingness to pay for anywhere access compared to 2012

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Viewing from sunrise to sunset

18% 31%

10% 16% 6%

85%

27% 45%

15%

36% 16% 17%

6%

87%

29% 49%

In bedbefore

getting up

At homeduring themorning

Whilecommuting

At work/school

Out andabout inthe city

At homeduring theevening

At friendsor relatives

homes

In bedbefore

falling asleep

2013 2014

In what situations do you watch any type of TV/video content - at least weekly?

Traditional linear TV curve

Morning Noon Afternoon Early evening Evening Night

Pe

op

le u

sin

g T

V (

PU

T)

Emerging TV curve

(advanced viewers)

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Mobile viewing

16%

17%

19%

24%

34%

27%

26%

25%

23%

36%

13%

13%

12%

10%

12%

Downloaded videos

Streamed On-demand videos

Live TV or live events

TV according to a TV schedule

Video made by other consumers

At least daily Weekly Monthly

Content viewed on Smartphone Drivers

› Better internet connectivity

› More smartphones in use

› Services enabling on-the-go

viewing (e.g. Netflix)

› More relevant content available

› Pause and resume capability

› Increased mobile devices viewing

at home

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Mobile barriers

18%

18%

21%

21%

26%

30%

35%

45%

46%

My device is not capable

Accessing TV & video content is too difficult

Poor selection content

The video quality is too poor

Not good enough network coverage

Internet connection is slow

No interested

The content costs is too high

The data cost is too high

When away from home, to what extent are the following factors limiting

your consumption of TV and video content on a mobile device

(Showing top 2 alternatives on a 7-graded scale)

41% are very interested in getting access to all their TV/video content anywhere, but…

Other barriers

› Few suitable situation

› Poor battery capacity

Coping strategies

› Services with offline modes

› Download content

› Watch shorter content

› Only view specific content

› Take another route to work

› Do something else…

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Place shifting driven by multiple devices

17%

19%

6%

20%

35%

3%


Less often Never Don't know

36% Say that they

place shift on a

weekly basis

How often do you start watching a specific TV program, show or movie on one device, interrupt or pause it

and then continue watching it on another device?

16%

15%

6%

13%

49%

1%


Less often Never Don't know

31% Say that they

place shift on a

weekly basis

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Changing TV recipe

Measuring service satisfaction

Time to change the

structure of TV services

Consumers want HD/4K

Aggregating the atomized experience

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Higher NPS FOR OTT PLAYERS

Traditional TV providers score significantly lower than based OTT on

demand services in Net Promoter Score

Likelihood to recommend the TV/Video service provider

OTT on demand services- US

Traditional TV providers -US

Promotors Detractors NPS score

+39

+12

0.56

0.56

0.4

0.34

Available content

Video quality

Price

Cross device and place access

Correlation between the 4 key factors and likelihood

to recommend current TV/video service

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Quality matters… IT is time for 4K!

Consumers are looking for premium content and personalized experience

that combine their TV, quality and services.

43%

46%

46%

47%

47%

49%

49%

54%

61%

Extreme quality (4K)

Perfect live video and sound

One stop customer care

À la Cárte TV-/video package

Subtitles in my language

Time shift

Theatrical release

Free from ads

Excellent quality (HD)

Important TV features

22%

24%

24%

25%

27%

27%

29%

31%

40%

Perfect live video and sound

Online video services

Time shift

Personalized on-demand, live…

Free from ads

Extreme quality (4K)

À la Cárte TV-/video package

Theatrical release

Excellent quality (HD)

Features worth paying for

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Personaliztion based on benefit

23%

30%

30%

41%

Personalized ads – Based on your viewing habits, age, gender and income. Showing more relevant

and useful commercials

Personalized content recommendations - Based onyour viewing habits and age. This will help you find

relevant programs, videos and movies

Personalized TV service offering – Based on your viewing habits. Your TV service provider will

recommend you to add or remove channels or services which fits your needs

Specify which ads you don’t want to see again, as well as which areas and products you want

commercials for

Would like it

Benefit beats sensitivity, if personal information is treated the right way

› Value sharing

– Consumers want some kind

of value in return for sharing

their personal information

› Transparency

– Vendors need to be

transparent in how and what

they are collecting and how

they intend to use it

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Mixing payment models

By offering cross-service features and/or offering several business models within

the same service, consumer needs could be better targeted.

Live events UGC content Live sports On-demand content -That are older

On-demand content -New releases

Broadcasted movies Broadcasted TV-series

By watching ads By watching personalized ads By paying a fixed monthly fee By paying per item/content

Preferred payment models per content type

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TV providers are requested to offer the viewers what they want in each situation – be it an “atom” of their

overall service or the full brand universe

Aggregated, individualized

video experience

Fairly priced Atomized

Opt-in ads Customized

Aggregated Billing

Content Discovery

Aggregated Navigation

Aggregated Content

Aggregating the atomized media experience

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Summary

Aggregating the atomized consumer experience