1. multiscreen-RESEARCH
screentest
BY TNS COMMISSIONED BY VMMTV
Which screen
will play the
starring role
in the consumer’s
life?
TNS & VMMTV RESEARCH

2. rESEARCH INFO
Multiscreen-research by vmmtv and TNS media
Objective
1. Anno 2012: “Who uses which screen and how will that evolve?”
2. How does this change the tv viewer?
Methodology
• Focus groups: different life stages and screen usage (June 2012)
• Quantitative: N= 2026 North; 15-64y (July 2012)
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

3. CONTENT
1. HOW MULTISCREEN ARE WE?
2. THE TV EXPERIENCE ON ANY
SCREEN?
3. A NEW DIMENSION
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

4. HOW MULTISCREEN
ARE WE?
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

5. FACT 11: 2/3 has 3 screens
Fact
Penetration 96% 76%* 75% 67% 19% 16% 36%
*Source: Cim Audimetrie, has digital tv, Q2 2012 | Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

6. FACT 22: +55% tablet usage vs previous year
Fact
More 10% 33% 20% 55% 28% 46%
Stable 74% 53% 54% 27% 45% 38%
Base: has each screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

7. FACT 33: tv+pc/laptop = 87% of the screen volume
Fact
19%
41% 24%
3%
8% 3%
Base: volume=frequency x duration
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

8. FACT 4 15% has connected TV
Fact 4:
15%
10% potential
Basis: has a traditional tv screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

9. FACT 55: +8% usage mobile screens next
Fact
year
Usage screen next year
More-less -3% +6% -5% +8% +10%
Stable 82% 61% 53% 20% 30%
No device (any longer) 14% 23% 51% 42%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

10. Mobile screens are future proof
Fact 1 2/3 has 3 screens
Fact 2 +55% tablet usage vs previous year
Fact 3 tv+pc/laptop = 87% of the screen volume
Fact 4 15% has connected TV
Fact 5 +8% usage mobile screens next year
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

11. The TV experience
on any screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

12. the TV experience
On the TV Screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

13. FACT 1
92%
of the total tv viewung, 18-54y (jan-jun 2012 17-24h)
* Source: CIM Audimetrie, % live-viewing as part
LIVE
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

14. Social context determines live viewing
To watch live events or programs
Out of habit
For the talk value of a program
To watch with the entire family
To watch daily programs
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

15. FACT 22: 7,9% time shifted viewing
Fact
7.9%
18-54y
5.7%
4+&guest
Source: Cim Audimetrie, jan-jun 2012, 17-24h
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

16. FACT 22: 7,9% time shifted viewing
Fact
7.9% 17%
18-54y
>
5.7% 12%
4+&guests
>
Estimate PWC 2015
Source: Cim Audimetrie, jan-jun 2012, 17-24h
Source: PWC, impact time shifted viewing, May 2012
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

17. Digital
television
enhances the
tv experience I don’t have to stay at home 34%
I can do something else before watching tv 24%
I can enjoy 2 programs at the same time 17%
To skip advertising 13%
Base: has digital tv, top 2%
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

18. Digital
television
optimizes the
tv experience I get more satisfaction out of watching tv 61%
I discover/view more programs 59%
I watch tv programs more consciously 57%
There are less conflicts in the household 43%
Base: has digital tv, top 2%
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

19. THE TV experience
On another screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

20. FACT 3
23,5%
watches long form
(incl. live) tv-content
on other screens
15-24y 52,4%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

21. FACT 4
32%
watches short
form tv-content
on other screens
15-24y 48%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

22. 1/3 watches short form on laptop
Short form tv content 29.3% 5.3% 3.8%
Long form tv content 18.5% 3.1% 2.2%
Live 7.3% 2.9% 1.8%
Tv content 35% 7% 6%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

23. Live Tv viewing on
another screen,
alone and together
76%
in home
“I want to watch some-
thing else but still stay
in the same room.”
Base: watches tv live via Yelo/Tv overal
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

24. Fun, entertainment
entertainment relatively
important for tablets
75%
Social connection Enriching
39% 64%
Base: all, index entertainment vs leading motivation
Routine
TNS & VMMTV RESEARCH

25. tHe new
DIMENSIon =
INTERACTIon
& ACTIVATIon
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

26. FACT 5
37%
USES 2ND SCREEN TO
DO SOMETHING with
OR TO DISCUSS about
TV-PROGRAMS
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

27. FACT 6
18%
willing TO INTERACT
WITH BRANDS from tv
COMMERCIALS
Base: bezit andere schermen
Basis: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

28. 2ND SCREEN ENHANCES THE TV-
EXPERIENCE
“The tv experience is enhanced by the si-
multaneous use of a tv and 2nd screen”
“I feel more involved with tv-programs when
I can discuss about them on social media”
“It is important to be able to discuss a pro-
gram on the 2nd screen”
Base: bezit andere schermen
Basis: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

29. 2nd screen (re)action
on tv content
2%
sms/by calling 13%
social 12%
website tv channel 6%
2% uses apps related
to tv content chat online/smartphone 4%
apps 2%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

30. Multiscreeners are
ready for conversion
FACT 7
30%
e-commerce
amongst
screeners
Question How often have you purchased
a product online? 1x a month or more
Base: has another screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

31. Tv content lives on
other screens
Fact 1: 92% of tv volume is watched live
Fact 2: 7,9% of the tv volume is viewed time shifted
Fact 3: 23,5% watches long form tv-content on other screens
Fact 4: 32% watches short form tv-content on other screens
Fact 5: 37% uses 2nd screen to do something with or to discuss about
a tv program
Fact 6: 18% is willing to interact with brands from tv commercials
Fact 7: 30% of the screeners buys products online
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

32. Which screen will play the starring
role in the consumer’s life?
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

33. Which screen will play the starring
role in the consumer’s life?
> It’s not about the screen, but about the viewer
> who watches when he/she wants
> who watches where he/she wants
> other screens extend and complement the tv viewing
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

34. let’s talk
about the
future
of tv
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

35. Future of vmma
Future 1: Strong tv content is the foundation for every screen
Future 2: New business model:
• Monetise content on any platform
• Direct billing relationship with the customer
Future 3: Tv program=brand with a (social) live cycle
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

36. Future for the marketeer
Opportunity 1: multiscreen contact
Opportunity 2: real interaction of tv using the 2nd screen
Opportunity 3: from interaction to conversion via e-commerce
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH