CONSUMER CONNECTIONS
IN A CONVERGING WORLD
OF SCREENS
Highlights of Nielsen & Videology Research:
Meet the New Media Consumer in Malaysia, 2014
Sponsored by Videology
TODAY’S CONSUMER IS ON A NEW MEDIA JOURNEY
Right Time
Right Place
Right Screen
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NEW RESEARCH HELPS ADVERTISERS PLOT
THE COMPLEX COURSE
Nielsen’s Malaysia Cross-Platform Report — A collaboration with Videology
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1,000 respondents surveyed
Online users aged 16 years and above
Demographics quotas ensured sample
representation
Respondents could reply on any
connected device
Responses collected April and May 2014
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KEY THEMES
1
2
Consumers are
more connected
than ever before.
Consumers crave
content, and they
want it how and
when they want it…
Source: Nielsen Cross-Platform Series, 2014| Malaysia
3
As a result, video
consumption in
particular is
escalating, as the
majority of
consumers in
Malaysia now
watch Internetsourced TV content.
4
Consumers are
actively shaping
their own media
experiences,
from new device
adoption to
multi-screening
consumption
behaviour.
4
1
INCREASING
CONNECTIVITY
Malaysian households have access to
more connected technology than ever
before…
• More devices to access content
• More platforms for media companies to monetize
audiences
• More opportunity for brands to engage consumers
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WHEN IT COMES TO VOD, PC IS STILL KING
Laptops and mobile devices support a broad range of locations for video content consumption, but home-based
viewing dominates
Device for VOD access
Laptop / desktop
Location of viewing VOD
83
At home in the living
room
75
At home in a room
other than the…
TV screen
42
Mobile phone
41
Tablet
Portable media player /
5
handheld games device
35
70
At
work/school/uni/c…
29
Friend/relative's
home
24
While travelling/on
holiday, in hotel,…
While
commuting/on…
18
14
In an internet café
11
In a public place
(e.g. beach, park)
10
6
INCREASING CONNECTIVITY
CONSUMERS IN MALAYSIA SPEND 20 HOURS PER WEEK
ONLINE OUTSIDE OF WORK
Malays are actively engaged online, spending nearly the equivalent of 3 full work days online each week
Average total time spent online each week for personal purposes,
via any device
2014
20
2011
20
Total
21
21
19
Male
18
Female
20
16
21
21
21
21
20
17
16
16-20
21-29
30-39
40-49
50+
Average total time spent online each week for personal purposes, via any device – 2014 vs 2011
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INCREASING CONNECTIVITY
TECHNOLOGY HAS SHIFTED
Tablet usage has doubled in three years, and 88% of Malays own a smartphone
Owned technology among online Malays
(Smartphone is personal ownership, all other devices are
household ownership)
88
81
68
65
64
62
49
49
37
32
28
‘Connected TV’ combines Smart TV and TV which connects to the internet via a separate device.
8
INCREASING CONNECTIVITY
PHONES & TABLETS HAVE OPENED
NEW WINDOWS TO CONNECTIVITY
Phones are more regularly accessed than laptops to access internet
Devices used for internet access
Mobile phone
31
Laptop/Notebook
40
Desktop PC
42
20
Tablet computer
7
Connected TV
2
0
Games console
2
0
Handheld media
player
4
2
0
PVR/DVR
3
1
7
5
23
82
62
41
63
79
61
Ever accessed
Regularly
accessed
Most often
access
9
INCREASING CONNECTIVITY
MEANWHILE, TRADITIONAL DEVICE USAGE IS
DECLINING
Compared to 2011, mobile phone and tablet usage is growing, while traditional device usage has declined
Devices ever used
for internet access
Mobile phone
73
79
Laptop/Notebook
61
Desktop PC
Tablet computer
34
Connected TV
7
Games console
5
Handheld media
player
4
PVR/DVR
82
3
41
87
92
2014
2011
19
23
22
20
10
2
MORE CONTENT,
MORE CONSUMPTION
Consumers crave content, and are accessing
it in more ways than ever…
• A seemingly endless list of content sources
• Digital media being consumed throughout the entire
day
• The growth of “portable” media being used throughout
the day
11
MORE CONTENT, MORE CONSUMPTION
ONLINE MEDIA IS AN EVER-PRESENT PART
OF CONSUMERS’ DAYS
Digital media is constantly being consumed in Malaysia
90
80
70
Online activities
across day-parts
(as a proportion of
total online population)
– Using the Internet
TV Prime Time
– Listening to the Radio
60
– Reading Print Newspaper
50
– Watching Traditional TV
40
30
20
10
0
Early morning
Before 9am
Morning 9am before 12pm
Lunch time
Early Afternoon Late Afternoon
12pm - before 2pm - before
4pm - before
2pm
4pm
6pm
Early Evening
6pm - before
8pm
Mid Evening
8pm - before
10pm
Late Evening
10pm onwards
12
MORE CONTENT, MORE CONSUMPTION
DIFFERENT DEVICES ARE USED TO CONNECT
AT DIFFERENT TIMES OF THE DAY
Smartphone content constantly being accessed, while laptop and tablet usage peaks during TV primetime
40
35
Online access by
device across
day-parts
(as a proportion of
total online population)
30
25
– Mobile Phone
– Laptop/Notebook
– Desktop PC
– Tablet
20
15
10
5
0
Early morning Morning 9am - Lunch time Early Afternoon Late Afternoon Early Evening
Before 9am
before 12pm 12pm - before 2pm - before 4pm - before 6pm - before
2pm
4pm
6pm
8pm
Mid Evening
8pm - before
10pm
Late Evening
10pm onwards
13
DUAL SCREENING APPROACHING SATURATION
Simultaneous media consumption (TV + Online) – 2014 vs 2011
2014
2011
93
95
93
93
94
93
94
94
82
71
69
73
74
72
74
61
52
Total
Male
Female
16-20 years
21-29 years
30-39 years 40-49 ( 40+, 2011)
50+
14
DUAL SCREENING IS A POPULAR DAILY ACTIVITY
We are witnessing an evolution in media consumption behaviour… Nearly nine in 10 Malaysia dual screeners do so at least weekly
Frequency of dual screening – 2014 vs 2011 (among those who dual screen)
2014
36
2011
31
Daily
Almost every day
30
23
Several times per week
18
29
Once per week
4 3
9
4
9
5
Once or twice per month
Less often
15
MORE CONTENT, MORE CONSUMPTION
THERE IS MORE VIDEO CONTENT THAN
EVER FOR MALAYS TO CONSUME
Consumers are spending most of their media time consuming rich content (video and audio)
Total average hours per week—for personal purposes (among activity user base)
Total Internet TV
11.4
Illegal (pirated) sources of TV shows or movies…
9.9
Broadcast TV
8.1
Accessing the internet via mobile phone
7.3
TV snippets or entire shows streamed on YouTube
6.8
Playing games on a pc, laptop, mobile device or console
6.5
Time-shifted TV
6.3
Watching online videos (excluding TV programs and…
5.5
Accessing the internet via a tablet
5.5
Legal internet sources of movies and TV programs
5.4
Accessing news online, on websites or apps
4.3
Listening to the radio
Reading a newspaper
3.7
3.0
16
3
THE ESCALATION OF
VIDEO CONTENT
Across Malaysia, online video consumption
is growing steadily…
• Growth seen especially strongly in younger audiences
• Massive uptick in consumption via mobile devices
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ACROSS SOUTHEAST ASIA, TV HABITS OF DIGITAL
CONSUMERS ARE SHIFTING
More than six in 10 Southeast Asian digital consumers obtain TV or movie content from online sources
Internet TV penetration 2014
68
Malaysia
67
62
61
Indonesia
76
71
Philippines
Singapore
Thailand
Vietnam
18
BROADCAST TV REMAINS STRONG BUT VOD
IS GROWING
Consumers in Malaysia now obtain their video content from a variety of sources – traditional and digital
How TV and
movie
content is
accessed in
2014
74
Broadcast TV
TV / movie snippets or entire
shows streamed on sites like
YouTube
34
Legal (non pirated) internet
sources or video on demand
services
Time-shifted TV
Illegal (pirated sources) such as
BitTorrent, Usenet etc.
Combined Internet TV
31
21
19
61
19
THE ESCALATION OF VIDEO
STRONG GROWTH FOR MALAYSIAN DIGITAL VIDEO
General online video behaviour—streaming and/or downloading (Any online video, not specifically TV and movie content)
2014
89
2011
89
80
80
67
L12M
Monthly
62
Weekly
20
THE ESCALATION OF VIDEO
YOUTUBE AND LOCAL PUBLISHERS
SATISFYING MALAYSIA’S VIDEO APPETITE
Popular sources of online video and genres of digital video consumed
YouTube
Facebook
Dailymotion
Google Video
PPS.TV
Youku/??
Twitter
Todou/??
Yahoo Video
Xunlei/????
Vimeo.com
Other illegal
PPTV
Metacafe
imdb.com
MTV
MSN Video
MySpace
89
70
37
27
22
20
20
Movies
93
Entertainment
86
Music shows/music…
82
Overseas drama series
82
News/current affairs…
75
19
Lifestyle
19
Local drama series
73
Documentaries
72
18
17
16
75
News/current affairs…
72
15
Overseas sport not…
66
14
Local sport, available…
66
13
12
Childrens programs
26
9
8
21
REGULAR VIEWING IS COMMON:
1/3 TUNE IN ON A DAILY BASIS
Frequency of viewing VOD (among those accessing VOD services)
36
Daily
About once every 2 weeks
14
About every other day
About once a month
33
A few times each week
Less often than once a month
10
3 1 2
About once a week
22
THE ESCALATION OF VIDEO
AS DIGITAL VIDEO VIEWERSHIP RISES,
OTHER MEDIA USAGE IS DECLINING
Over the past 3 years, more Malays are moving online for their video
Total average hours per
week—for personal
purposes
8.1
Broadcast TV
10.6
5.4
4.8
Legal internet sources of movies and TV programs
4.9
9.9
Illegal (pirated) sources of TV shows or movies
downloaded / streamed from the internet
Reading a newspaper
2011
6.3
Time-shifted TV
Listening to the radio
2014
7.1
3.7
5.8
3.0
4.3
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THE ESCALATION OF VIDEO
VIDEO CONSUMPTION THROUGH MOBILE
DEVICES SHOWS THE GREATEST JUMP
The massive growth in consumption is even more noticeable amongst younger consumers
Accessing online video via mobile phone
(among total online population)
2014
39
37
36
23
35
22
38
33
33
23
2011
24
28
26
22
15
4
Total
Male
Female
16-20
21-29
30-39
40-49
50+
24
4
THE NEW MEDIA
EXPERIENCE
In Malaysia, consumers are actively shaping
their own media experiences
• Increasing usage of “second screens” while watching TV
• Activities on second screen often tied to content being
watched on TV
• This provides big opportunities for advertisers
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THE NEW MEDIA EXPERIENCE
DUAL-SCREENING IS BECOMING
THE NEW NORM
93% of consumers in Malaysia now say they consume TV and online media simultaneously; this is especially true
amongst a younger audience
Simultaneous media consumption—TV + online
2014
2011
93
93
93
94
93
94
94
82
71
69
73
74
72
74
61
Total
Male
Female
16-20 years
21-29 years
30-39 years
40-49 ( 40+, 2011)
50+
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THE NEW MEDIA EXPERIENCE
SMARTPHONES ARE NOW THE PRIMARY DEVICE
FOR DUAL-SCREENING
Smartphone and Tablet dual-screening is on the rise
Device used for
dual screening
Mobile Phone
Laptop/Notebook
63
16
Tablet computer
(e.g. iPad)
59
11
2
Portable media
player (i.e. iPod… 2
Games Console
79
33
Desktop PC
TV (internet
enabled)
84
34
1
Use regularly
Use most often
40
37
37
27
THE NEW MEDIA EXPERIENCE
CONSUMERS ARE TAKING ACTION AFTER SEEING
VIDEO ADS
60% of consumers have made a purchase after seeing a video ad on their laptop or computer
Using 'search' after seeing a video ad on...
Desktop /
laptop
Mobile
device
17
16
28
Making a purchase after seeing a video ad on...
36
17
29
29
22
Never
Once
2-3 times in the past
4 or more times in the past
I don't access the Internet on this type of device
3
5
Desktop /
laptop
Mobile
device
40
47
23
23
17
19
12
11
3
6
Never
Once
2-3 times in the past
4 or more times in the past
I don't access the Internet on this type of device
28
THANK YOU
videologygroup.com
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