Download - Yahoo! Vertical Study On Connected Devices
All roads lead to the web February 2012
Connected Devices
Source: Flickr.com; jessica.diamond
Did you know…? The study results at a glance
More than one in three online users
go online via smartphone
Almost 60 percent of internet users would rather give up sweets
than the internet
Source: Flickr.com; jenny downing
Currently, only 8 percent of the German online population use a tablet pc to go online. However, a further 56 percent are interested
in doing so in the future
19 percent of the German online population are
interested in using an internet enabled
fridge
85 percent of online users go online while watching TV; with one
in four doing this (almost) every time they
watch TV
Almost one in four people own an
internet enabled TV set. However, only 10 percent actually use
this function
64% of users aged 14 to 19 would rather give up sweets than using the internet
I would rather give up sweets than using the internet
14 to 19 years old: 64 %
Sometimes I even use the internet / check emails before having breakfast
Thinking about buying a
smartphone within the next 6
months: 66 %
Overall: 59 %
20 to 39 years old: 58 %
Overall: 47 %
Thinking about buying a smartphone within the next
6 months: 56 % Source: Flickr.com; jenny downing
The internet is not only used via computer / laptop anymore
Source: Yahoo! Research / Base: internet users in Germany
75 74
49 34 30
22 10 10 9 7 6 6 4 3 3
Computer / Desktop PC
Laptop / Netbook
Smartphone
Cell Phone (no Smartphone)
Games Console
Flatscreen TV
DVD / Blu-ray Player
Tablet PC (e.g. iPad, Samsung
Galaxy Tab)
MP3 Player
(Digital) Camera
PVR
WLAN Radio
E-reader (z.B. Kindle)
Camcorder
Semi Professional
Camera (SLR)
„Which of your devices could access the internet (no matter if mobile or at home)?“
Internet enabled devices (users who are aware of this function) In %
38
8
11
26
Smartphone
Cell phone (no smartphone)
Available, but I do not use it
I use it
Smartphones encourage users to access the mobile internet Internet access In % 78 %
of those who own a smartphone with
access to the internet use it to go online
24 %
of those who own a cell phone
with access to the internet use it to go online
This corresponds to
74 % of smartphone users overall
This corresponds to
13 % of cell phone users overall
„Which of your devices could access the internet (no matter if mobile or at home)?“
Source: Yahoo! Research / Base: internet users in Germany
Smartphones encourage users to go online more often
Source: Flickr.com; jenny downing
Internet access on my cell phone enables me to use the internet more often
Smartphone owners who
spend a lot of time on the road*
68 %
Smartphone owners
51 %
*„I spend a lot of time on the road“ – Strongly agree / somehow agree
Having access to the mobile internet is one of the key selling points for smartphones
Source: Yahoo! Research / Base: internet users in Germany that are involved in the decision making process
33,5
40,4
40,9
41,5
42,3
45,1
45,6
46,0
47,5
65,2
67,6
75,8
GPS
WLAN connection
Operating system
Small and light
Brand
Quality of the camera
Touchscreen
Pleasant design
Access to the mobile internet
Reasonable price
Easy to use
Battery life
Selling points - smartphone In %
„Which features would be important to you when buying a smartphone?“
Source: Flickr.com; jessica.diamond
When accessing the mobile internet users expect the same content as on a pc
14 to 19 years old: 81 %
Smartphone owners:
76 %
Tablet pc owners:
85 %
If I access a website using the mobile internet I expect the same content I would get when accessing the internet via pc / laptop
Overall: 64 %
It annoys me if a website is not adjusted for mobile usage
Smartphone owners:
49 %
Overall: 36 %
Tablet pc owners:
58 %
14 to 19 years old: 59 %
8
Tablet PC (e.g. iPad, Samsung
Galaxy Tab)
Available, but I do not use it
I use it
Relatively low tablet pc penetration – however, almost every owner uses it to go online
Source: Yahoo! Research / Base: Internet users in Germany
Internet access In %
89 %
of those who own a tablet pc with access to the
internet use this function
„Which of your devices could access the internet (no matter if mobile or at home)?“
High potential for tablet pcs – more than one out of two internet users are interested in using it in the future
38
8 10 3 5
13 8 5 3 5 5 2 2
27
56 40
36 30 17 20 20 21 17 14
12 11
Smartphone
Tablet PC
Flatscreen TV
E-Reader (e.g. Kindle)
WLAN Radio
Game Console
Cell Phone (no
Smartphone)
MP3 Player
PVR
DVD-/ Blu-Ray Player
(Digital) Camera
Semi Professional
Camera (SLR)
Camcorder
I am interested in using this in the future I am using this already
„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)?“
Internet usage In %
Source: Yahoo! Research / Base: Internet users in Germany
Tablets are often used at home – therefore, WLAN connections are crucial
25,5 27,6
38,6 39,1
48,7 55,0 56,7 57,1 58,8 59,5 60,4
64,2 70,3
GPS
Quality of the camera
Brand
Pleasant design
Operating system
Display resolution
Reasonable price
Several connection facilities available
Access to the mobile internet
Display size
WLAN connection
Easy to use
Battery life
Selling points – tablet pc In %
„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
22 percent of the online population own an internet enabled TV set – however, only 10 % actually use it
10
12
Flatscreen TV
Available, but I do not use it
I use it
Internet access In %
„Which of your devices could access the internet (no matter if mobile or at home)?“
45 %
of internet users who own an
internet enabled TV set use this
function
Source: Yahoo! Research / Base: Internet users in Germany
87% prefer accessing the internet with their laptop or pc to going online with their TV set
I prefer accessing the internet via PC or Laptop to going online with my TV set
14 to 19 years old: 84 %
Source: Flickr.com; jessica.diamond
Own an internet
enabled TV set, but do not
use this function:
93 %
Overall: 87 %
20 to 29 years old: 80 %
Still: 40 % of online users are interested in going online with their TV set in the future
38
8 10 3 5
13 8 5 3 5 5 2 2
27
56 40
36 30 17 20 20 21 17 14
12 11
Smartphone
Tablet PC
Flatscreen TV
E-Reader (e.g. Kindle)
WLAN Radio
Game Console
Cell Phone (no
Smartphone)
MP3 Player
PVR
DVD / Blu-Ray Player
(Digital) Camera
Semi Professional
Camera (SLR)
Camcorder
I am interested in using this in the future I am using this already
Internet access In %
„Which of your devices could access the internet (no matter if mobile or at home)?“
Source: Yahoo! Research / Base: Internet users in Germany
85 % use the internet while watching TV; 25 % even do this (almost) every time they watch TV
7
18
26
20
14
15
Overall
Never
Rarely
Sometimes
Often
Almost always
Always
25%
85%
Internet usage while watching TV In %
„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 Flickr.com; jenny downing
Source: Yahoo! Research / Base: Internet users in Germany
38 % go online with their smartphone while watching TV
Source: Yahoo! Research / Base: participants who use the internet while watching TV
0,6
3,3
4,8
10,4
17,2
37,8
47,1
67,1
Others
E-Reader (e.g. Kindle)
MP3 Player
Tablet PC (e.g. iPad, Samsung Galaxy Tab)
Netbook
Cell Phone / Smartphone
Computer / Desktop PC
Laptop
Devices used to go online while watching TV In %
„Which devices have you used to go online while watching TV?“
Almost everyone owning a tablet pc uses it to go online while watching TV
Use the internet while watching TV
20 to 29 years old: 95 %
Source: Flickr.com; jessica.diamond
Smartphone owners:
92 %
Overall: 85 %
Tablet pc owners:
96 %
Use the internet (almost) every time they watch TV
Overall: 25 %
Smartphone owners:
28 %
20 to 29 years old: 40 %
Tablet pc owners:
33 %
Most common activity online while watching TV: Checking / writing emails
14,0
26,6
29,4
34,3
39,2
41,9
43,4
64,6
65,2
Take part in a online contest promoted on TV
Look up information on products advertised on TV
Visit a website that was promoted on TV
Look up information related to the TV program
Chat with friends
Avoid uninteresting TV program by going online
Avoid TV commercials by going online
TV is only running in the background
Write / check emails
Activities online while watching TV In %
„For which purposes have you used the internet while watching TV?“
Source: Yahoo! Research / Base: participants who use the internet while watching TV
Source: Flickr.com; jenny downing
Users are focused on their online activities while watching TV – The TV is only running in the background
19
Men: 62 %
Women: 68 %
Overall: 65 %
The TV is only running in the background
Source: Flickr.com; jenny downing
More than 40 % go online to avoid TV commercials
20
14 to 19 years old:
60 %
20 to 29 years old: 54 %
Avoid TV commercials by going online
Overall: 43%
Internet usage in the future: Some users are interested in going online with their kitchen equipment
„How interested would you be in using the following devices to go online? “
Washing Machine:
14 %
Fridge: 19 %
Microwave: 13 %
Kitchen Equipment
overall 22 %
Online users are even more interested in going online with their fridge than with their SLR
38
8 10 3 5
13 8 5 3 5 5 2 2
27
56 40
36 30 17 20 20 21 17 14 19 12 14 11 13
Smartphone
Tablet PC Flatscreen
TV
E-Reader (e.g. Kindle)
WLAN Radio
Game Console
Cell Phone (no Smartphone)
MP3 Player
PVR
DVD / Blu-Ray Player
(Digital) Camera
Fridge
Semi Professional
Camera (SLR)
Washing Machine
Camcorder
Microwave
I am interested in using this in the future I am using this already
„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? “
Internet usage In %
Source: Yahoo! Research / Base: Internet users in Germany
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
Study Profile
Field time 20th to 28th January 2012
Base German online population
Sample Online representative; n = 1,024
Recruiting Panel survey
Contact