Connected Devices - Nearly 60% of internet users would rather give up sweets than the internet. One in two own a smartphone and more than one in three access the internet with it. - Users expect the same mobile content as on computers. Only 8% currently use tablets but 56% are interested. - 22% own internet-enabled TVs but only 10% use the function. 85% go online while watching TV, with the TV in the background for two-thirds.

1. Connected Devices
All roads lead to the web
February 2012
Source: Flickr.com; jessica.diamond

2. Did you know…?
The study results at a glance
Currently, only 8
Almost one in four
percent of the German
Almost 60 percent of people own an
online population use a
internet users would internet enabled TV
tablet pc to go online.
rather give up sweets set. However, only 10
However, a further 56
than the internet percent actually use
percent are interested
this function
in doing so in the
future
85 percent of online
users go online while
watching TV; with one
in four doing this 19 percent of the
(almost) every time they German online
watch TV population are
interested in using
More than one in an internet enabled
three online users fridge
go online via
smartphone
Source: Flickr.com; jenny downing

3. 64% of users aged 14 to 19 would rather give up
sweets than using the internet
I would rather give up Overall:
sweets than using the
59 %
internet
Thinking about
buying a
14 to 19 years
smartphone
old:
within the next 6
months: 64 %
66 %
Sometimes I even use the
internet / check emails
before having breakfast
Thinking
about buying Overall: 20 to 39 years
a smartphone old:
47 %
within the next 58 %
6 months:
56 % Source: Flickr.com; jenny downing

4. The internet is not only used via computer /
laptop anymore
Internet enabled devices
(users who are aware of this function)
In %
75 74
49
34 30
22
10 10 9 7 6 6 4 3 3
Computer / Smartphone Games Console DVD / MP3 Player PVR E-reader Semi
Desktop PC Blu-ray Player (z.B. Kindle) Professional
Laptop / Netbook Cell Phone Flatscreen TV Tablet PC (Digital) Camera WLAN Radio Camera (SLR)
(no Smartphone) (e.g. iPad, Samsung Camcorder
Galaxy Tab)
„Which of your devices could access the internet (no matter if mobile or at home)?“
Source: Yahoo! Research / Base: internet users in Germany

5. Smartphones encourage users to access the
mobile internet
Internet access
In % Available, but I do not use it
78 %
This
corresponds to
I use it 74 %
of those who own a
of smartphone
smartphone with
users overall
access to the internet
use it to go online
This
24 % corresponds to
13 %
11 of those who
of cell phone
own a cell phone users overall
with access to
the internet use
it to go online
38 26
8
Smartphone
Cell phone
(no smartphone)
„Which of your devices could access the internet (no matter if mobile or at home)?“
Source: Yahoo! Research / Base: internet users in Germany

6. Smartphones encourage users to go online more
often
Internet access on my cell phone
enables me to use the internet more
often
Smartphone
Smartphone owners who
owners spend a lot of
time on the road*
51 %
68 %
*„I spend a lot of time on the road“ –
Source: Flickr.com; jenny downing
Strongly agree / somehow agree

7. Having access to the mobile internet is one of the
key selling points for smartphones
Selling points - smartphone
In %
Battery life 75,8
Easy to use 67,6
Reasonable price 65,2
Access to the mobile internet 47,5
Pleasant design 46,0
Touchscreen 45,6
Quality of the camera 45,1
Brand 42,3
Small and light 41,5
Operating system 40,9
WLAN connection 40,4
GPS 33,5
„Which features would be important to you when buying a smartphone?“
Source: Yahoo! Research / Base: internet users in Germany that are involved in the decision making process

8. When accessing the mobile internet users expect
the same content as on a pc
Smartphone If I access a website using the
owners: mobile internet I expect the same
76 % content I would get when accessing
the internet via pc / laptop
Smartphone Tablet pc 14 to 19 years
owners: old: Overall:
owners: 14 to 19 years
49 % 59 % 64 % old:
58 % Tablet pc
owners: 81 %
It annoys me if a website is 85 %
Overall:
not adjusted for mobile usage
36 %
Source: Flickr.com; jessica.diamond

9. Relatively low tablet pc penetration – however,
almost every owner uses it to go online
Internet access
In % Available, but I do not use it
I use it
89 %
of those who own a
tablet pc with
access to the
internet use this
function
8
Tablet PC
(e.g. iPad,
Samsung
Galaxy
Tab)
„Which of your devices could access the internet (no matter if mobile or at home)?“
Source: Yahoo! Research / Base: Internet users in Germany

10. High potential for tablet pcs – more than one out of two
internet users are interested in using it in the future
Internet usage
In % I am interested in using this in the future I am using this already
27
56
40
36 17
38 30 20
20 21 17 14
13 12 11
8 10 8
3 5 5 3 5 5 2 2
Tablet PC E-Reader Game MP3 Player DVD-/ Semi
(e.g. Kindle) Console Blu-Ray Professional
Smartphone Flatscreen WLAN Cell Phone PVR Player (Digital) Camera Camcorder
TV Radio (no Camera (SLR)
Smartphone)
„How interested would you be in accessing the internet with the following devices?“
„Which of your devices could access the internet (no matter if mobile or at home)?“
Source: Yahoo! Research / Base: Internet users in Germany

11. Tablets are often used at home – therefore, WLAN
connections are crucial
Selling points – tablet pc
In %
Battery life 70,3
Easy to use 64,2
WLAN connection 60,4
Display size 59,5
Access to the mobile internet 58,8
Several connection facilities available 57,1
Reasonable price 56,7
Display resolution 55,0
Operating system 48,7
Pleasant design 39,1
Brand 38,6
Quality of the camera 27,6
GPS 25,5
„Which of the following features would be important to you when buying a tablet pc?“
Source: Yahoo! Research / Base: internet users in Germany that are involved in the decision making process

12. 22 percent of the online population own an internet
enabled TV set – however, only 10 % actually use it
Internet access
In % Available, but I do not use it
I use it
45 %
of internet users
who own an
internet enabled TV
set use this
function
12
10
Flatscreen
TV
„Which of your devices could access the internet (no matter if mobile or at home)?“
Source: Yahoo! Research / Base: Internet users in Germany

13. 87% prefer accessing the internet with their
laptop or pc to going online with their TV set
20 to 29 years
old:
14 to 19 years
80 % old:
84 %
I prefer accessing the internet
via PC or Laptop to going Overall:
online with my TV set
87 % Own an
internet
enabled TV
set, but do not
use this
function:
93 %
Source: Flickr.com; jessica.diamond

14. Still: 40 % of online users are interested in going
online with their TV set in the future
Internet access
In % I am interested in using this in the future I am using this already
27
56
40
36 17
38 30 20
20 21 17 14
13 12 11
8 10 8
3 5 5 3 5 5 2 2
Tablet PC E-Reader Game MP3 Player DVD / Semi
(e.g. Kindle) Console Blu-Ray Professional
Smartphone Flatscreen WLAN Cell Phone PVR Player (Digital) Camera Camcorder
TV Radio (no Camera (SLR)
Smartphone)
„Which of your devices could access the internet (no matter if mobile or at home)?“
Source: Yahoo! Research / Base: Internet users in Germany

15. 85 % use the internet while watching TV;
25 % even do this (almost) every time they watch TV
Internet usage while watching TV
In %
Never
Rarely
15
Sometimes
14
Often
20
Almost always
85%
26 Always
18
25%
7
Overall
Source Flickr.com; jenny downing
„If you think about situations in which you are watching TV. How often do you usually use the internet (no matter with which device you are accessing it)?“
Source: Yahoo! Research / Base: Internet users in Germany

16. 38 % go online with their smartphone while
watching TV
Devices used to go online while watching TV
In %
Laptop 67,1
Computer / Desktop PC 47,1
Cell Phone / Smartphone 37,8
Netbook 17,2
Tablet PC (e.g. iPad, Samsung Galaxy Tab) 10,4
MP3 Player 4,8
E-Reader (e.g. Kindle) 3,3
Others 0,6
„Which devices have you used to go online while watching TV?“
Source: Yahoo! Research / Base: participants who use the internet while watching TV

17. Almost everyone owning a tablet pc uses it to go
online while watching TV
20 to 29 years
old: 20 to 29 years
95 % old:
Smartphone 40 %
Use the internet while owners: Tablet pc
watching TV Overall:
28 % owners:
85 % Overall: 33 %
25 %
Smartphone
owners: Use the internet (almost)
Tablet pc
owners: 92 % every time they watch TV
96 %
Source: Flickr.com; jessica.diamond

18. Most common activity online while watching TV:
Checking / writing emails
Activities online while watching TV
In %
Write / check emails 65,2
TV is only running in the background 64,6
Avoid TV commercials by going online 43,4
Avoid uninteresting TV program by going online 41,9
Chat with friends 39,2
Look up information related to the TV program 34,3
Visit a website that was promoted on TV 29,4
Look up information on products advertised on TV 26,6
Take part in a online contest promoted on TV 14,0
„For which purposes have you used the internet while watching TV?“
Source: Yahoo! Research / Base: participants who use the internet while watching TV

19. Users are focused on their online activities while
watching TV – The TV is only running in the background
The TV is only running in the
background
Overall:
Women:
65 %
68 %
Men:
62 %
19
Source: Flickr.com; jenny downing

20. More than 40 % go online to avoid TV commercials
Overall:
Avoid TV commercials by 43%
going online
14 to 19 20 to 29 years
years old: old:
60 % 54 %
20
Source: Flickr.com; jenny downing

21. Internet usage in the future: Some users are
interested in going online with their kitchen equipment
Kitchen
Equipment
Fridge: overall
Washing
19 % 22 % Machine:
14 %
Microwave:
13 %
„How interested would you be in using the following devices to go online? “

22. Online users are even more interested in going
online with their fridge than with their SLR
Internet usage
In % I am interested in using this in the future I am using this already
27
56
40
36 17
38 30 20
20 21 17 14
19 12 11
10 13 14 13
8 5 8 5 5 5
3 3 2 2
Tablet PC E-Reader Game Console MP3 Player DVD / Fridge Washing Microwave
Flatscreen(e.g. Kindle) Blu-Ray Player Machine
Smartphone TV WLAN Radio Cell Phone PVR (Digital) Semi Camcorder
(no Smartphone) Camera Professional
Camera (SLR)
„Which of your devices could access the internet (no matter if mobile or at home)?“;
„How interested would you be in using the following devices to go online? “
Source: Yahoo! Research / Base: Internet users in Germany

23. Main results of this study
Connected Devices – All roads lead to the web
- The internet is a crucial part of today‘s media usage. Almost 60 percent of German online users would rather give up
sweets than using the internet
- It is not only possible to access the internet via pc or laptop: One in two online users own a smartphone and more than one in
three of smartphone owners already accesses the internet on this device
- When accessing the mobile web online users expect the same content they could access using their pc or laptop. However,
they want the mobile pages to be adjusted to their devices and the mobile usage situation
- Only 8 percent of the German online population access the internet with a tablet pc. However, a further 56 percent are
interested in using it in the future.
- 22 percent of the German online population already own an internet enabled TV set. However, only 10 percent are actually
using it. The majority of online users still prefers using the internet via computer / laptop
- It is more common amongst online users to go online while watching TV using a different device. 85 percent of online users
are already doing this at least occasionally. With one in four using this (almost) every time they watch TV. In two out of three
cases the TV is only running in the background while the user is concentrating on the things they do online
- Online users are interested in accessing the internet on their kitchen devices. 19 percent would find it interesting if their
fridge could go online; 14 percent are interested in connecting their washing machine to the internet in order to install new
washing programs

24. Study Profile
Field time 20th to 28th January 2012
Base German online population
Sample Online representative; n = 1,024
Recruiting Panel survey

25. Contact
consumerelectronics@yahoo-inc.com