DIGITAL CONSUMER SURVEY · 2019. 4. 11. · Copyright © 2019 The Nielsen Company (US), LLC. Confid...

This artwork was created using Nielsen data.

South Africa 2019

Gordon Muller10th April 2019

DIGITAL CONSUMER SURVEY

“ THE DIGITAL CONSUMER SURVEY SOUTH AFRICA 2019 IS THE FIRST OF ITS KIND, OPENING DOORS TO A RICH UNDERSTANDING OF DIGITAL USAGE ACROSS ALL PLATFORMS AND PROVIDING NEVER-BEFORE-SEEN INFORMATION ABOUT CONSUMER-BASED ONLINE BEHAVIOURS IN SOUTH AFRICA .”

Terry Murphy

MD Nielsen Media Africa

DIGITAL CONSUMER SURVEY 2019Methodology & Sample

• Online Survey September – November 2018

• N=1104_Adults 15+

• Sample representative of the frequent online population

• Quotas were set on key demographic variables based on PAMS_2017 data

• Data weighted to IHS population estimates to facilitate fusion with major industry IHS weighted surveys

• No analysis of digitally unconnected consumers

DIGITAL CONSUMER SURVEY 2019Contents

• Demographics

• Internet technology in household

• Mobile devices and Operating System platform

• Frequency, place and preferred device for internet access

• Social Media preferred platforms and devices

• Time Spent by online platform and device

• Media habits, consumption daypart timelines and preferences

“THE PROLIFERATION OF DIGITAL DEVICES AND PLATFORMS IS DRIVING THE MEDIA REVOLUTION AND RENDERING OBSOLETE THE SILOS OF TRADITIONAL MEDIA STRATEGY.”

Digital Consumer Survey 2019 Report

DIGITAL CONSUMER SURVEY 2019Media habits, consumption daypart timelines and preferences

• Online radio listening v broadcast radio

• Online news and magazines v print edition formats

• Ways in which respondents watch and interact with Television

• Frequency of time-shifted viewing and preferred platform

• Dual screen TV and video viewing behaviour

• Types of online content & programmes watched via internet, VOD or TVOD

• Recall and response to TV and Video ads

GENERATIONAL COHORTSThe PEW Research Centre convention

• The Silent Generation: Born 1928-1945

• Baby Boomers: Born 1946-1964

• Generation X: Born 1965-1980

• Generation Y (Millennials): Born 1981-1996

• Generation Z (Post-Millennials): Born 1997 to date

“GENERATIONAL COHORTS PROVIDE RESEARCHERS WITH A WAY TO UNDERSTAND HOW DIFFERENT FORMATIVE EXPERIENCES INTERACT WITH THE DEVELOPMENTAL AND LIFE-CYCLE PROCESS TO SHAPE AN INDIVIDUAL’S VIEW OF THE WORLD.”

DIGICONS & COHORTSDigital Consumer Survey 2019 Model

• Boomers & Beyond: Born 1928- 1964

• Silent Generation + Baby Boomers

• Generation X: Born 1965-1980

• Millennials: Born 1981-1994

• Born Frees: Born 1995 to date

DIGICONSRacial Composition

72%84% 80%

Digicons Born Free Millennials Gen X Boomers & Beyond

Black White Indian/Asian Coloured Other

DIGICONSLifestage

Born Free Millennials Gen X Boomers & Beyond

Parents: Children post school

Parents: Children at school/preschoolCouple: No children

Communal living

Single: Living alone

Student

Live with parents

“DIGICONS SPEND AN AVERAGE OF 33 HOURS A WEEK ONLINE”.

Digital Consumer Survey 2019 Report 87%

Hours a week online

DIGICONSOnline time and device

On which device?

Born Free Millennials Gen X Boomers <

Smartphone Computer Tablet Conn Dev Smart TV GamingConsol

Regularly Most Often

Born Frees

BORN FREES & BOOMERS<On which device

Boomer & Beyond

DIGICONSPlace of online access

62%33%

“FOR DIGICONS, CONSUMPTION OF MEDIA IS NOT A SEQUENCE OF LINEAR EVENTS, BUT A HOLISTIC SMORGASBORD OF SIMULTANEOUS CROSS-PLATFORM MEDIA CONSUMPTION.” Digital Consumer Survey 2019 Report

“92% OF DIGICONS CLAIM TO USE INTERNET WHILST SIMULTANEOUSLY WATCHING TV”.

67%88%

Indonesia57%

Thailand & Malaysia64%

Used which device while watch TV?

DIGICONSTV VIEWING & INTERNET USAGE

Recall seeing video ads on smartphone

Smartphone Computer Tablet Smart TV GamingConsole

YouTube FaceBook Website Twitter Instagram

Recall Platform 79%

“THE ASSUMPTION OF A COLLECTIVE AND PASSIVE TV VIEWING AUDIENCE IS QUITE SIMPLY NO LONGER A FIXED POINT OF EMBARKATION WHEN PLANNING A TV OR VIDEO CAMPAIGN.” Digital Consumer Survey 2019 Report

Response online

DIGICONSMOTT Response to Video or TV Ads

Response platform

Video Ad TV Ad

Do Search OL Do Purchase OL

DIGICONSMOTT response to seeing ads

Most often respond to seeing ads

Digicons Born Frees MillennialsGeneration

XBoomers &

Beyond

Online Search

Video 47% 53% 51% 35% 20%

TV 41% 46% 46% 30% 18%

Online Purchase

Video 21% 24% 21% 17% 11%

TV 17% 23% 16% 13% 6%

“THE MEDIA LANDSCAPE IN SOUTH AFRICA MAY HAVE CHANGED INEXORABLY, BUT TO SKETCH THE DIGITAL LANDSCAPE, TO THE EXCLUSION OF OTHER TRADITIONAL MEDIA PLATFORMS, IS PREMATURE.” Digital Consumer Survey 2019 Report

BORN FREESMedia platform usage

55%55%55%55%

38%38%38%38%

57%57%57%57%

69%69%69%69%

36%36%36%36%

50%50%50%50%

57%57%57%57%

32%32%32%32%

81%81%81%81%

95%95%95%95%

Radio Radio online Newspaper Print News online Magazine Print Magazine online Live TV TV TVOD Online Any TV or VideoOnline

Social Media

Media Platform: Daily ActivityMedia Platform: Daily ActivityMedia Platform: Daily ActivityMedia Platform: Daily Activity

Digicons

Born Frees

BOOMERS & BEYONDMedia platform choice

60%60%60%60%

26%26%26%26%

73%73%73%73%70%70%70%70%

46%46%46%46%

31%31%31%31%

80%80%80%80%

22%22%22%22%

54%54%54%54%

90%90%90%90%

Radio Radio online Newspaper Print News online Magazine Print Magazine online TV Live TV TVOD Online Any TV Video Online Social Media

Media Platform: Daily ActivityMedia Platform: Daily ActivityMedia Platform: Daily ActivityMedia Platform: Daily Activity

Digicons

Boomers & Beyond

BORN FREESMedia Imperatives Weekly

43%43%43%43%38%38%38%38% 38%38%38%38% 40%40%40%40% 41%41%41%41% 44%44%44%44%

36%36%36%36% 39%39%39%39%

20202020

17171717 16161616

21212121

17171717 17171717

27272727

22222222

Radio Radio Online Newspaper News Online Magazine Printed Magazine Online TV Live TV Online

Medium

Average Hours

BOOMERS & BEYONDMedia Imperatives Weekly

38%38%38%38%34%34%34%34% 32%32%32%32% 29%29%29%29% 30%30%30%30% 29%29%29%29% 27%27%27%27% 26%26%26%26%

1717171719191919

11111111

19191919

12121212 12121212

24242424

14141414

Radio Radio Online Newspaper News Online Magazine Printed Magazine Online TV Live TV Online

Medium

Average Hours

BORN FREESOnline media usage by daypart

<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<

Radio OL

News OL

Mags OL

TV Live

TV & TVOD OL

Any video OL

Social Media

MILLENNIALS Online media usage by daypart

<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<

Radio OL

News OL

Mags OL

TV Live

TV & TVOD OL

Any video OL

Social Media

GENERATION X Online media usage by daypart

<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<

Radio OL

News OL

Mags OL

TV Live

TV & TVOD OL

Any video OL

Social Media

BOOMERS & BEYONDOnline media usage by daypart

<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<

Radio OL

News OL

Mags OL

TV Live

TV & TVOD OL

Any video OL

Social Media

DIGICONSDon’t want TV programmes or movies online VOD

Too expensive Don't want towatch TV via

(device)

Internetconnection too

Live TV issufficient

Don't have theright (devices)

Not sure whatTV's on there

Don't know how

Totals

Born Frees

Millennials

Boomers<

Born Frees

ONLINE VIDEO, VOD & TVODOnline Video, VOD & TVOD

Boomer & Beyond

62% 58%53%

29%23%

9% 6% 10%

49% 51%

18%14%

6% 5%10%

BORN FREESYouTube content “Usually watch”

77%77%77%77%

65%65%65%65%61%61%61%61%

50%50%50%50%

44%44%44%44%39%39%39%39%

30%30%30%30% 28%28%28%28% 28%28%28%28%

23%23%23%23% 21%21%21%21%

Music Funny Educational Movies TV programs Documentary Sport Vlog News Animals Children's

MILLENNIALSYouTube content “Usually watch”

74%74%74%74%

54%54%54%54%51%51%51%51% 49%49%49%49%

39%39%39%39% 38%38%38%38%34%34%34%34%

29%29%29%29%

20%20%20%20% 20%20%20%20%16%16%16%16%

Music Funny Educational Movies TV programs Documentary News Sport Children's Vlog Animals

YouTube Content “Usually Watch”YouTube Content “Usually Watch”YouTube Content “Usually Watch”YouTube Content “Usually Watch”

49%49%49%49%

42%42%42%42%

39%39%39%39%36%36%36%36%

29%29%29%29% 28%28%28%28%27%27%27%27%

24%24%24%24%

19%19%19%19%

13%13%13%13%11%11%11%11%

Music Funny Movies Educational Animals Documentary Sport News TV programs Vlog Children's

GEN XYouTube content “Usually watch”

51%51%51%51%

44%44%44%44%

38%38%38%38% 37%37%37%37% 37%37%37%37%

33%33%33%33% 33%33%33%33%

28%28%28%28%

20%20%20%20%

16%16%16%16%

3%3%3%3%

Music Documentary Funny News Sport Educational Movies TV programs Animals Vlog Children's

YouTube Content “Usually Watch”YouTube Content “Usually Watch”YouTube Content “Usually Watch”YouTube Content “Usually Watch”

BOOMER & BEYONDYouTube content “Usually watch”

“TIME SHIFTED TV VIEWING AND VOD GENERALLY ALLOWS THE VIEWER TO TAKE CONTROL NOT ONLY THE VIEWING OCCASION BUT ALSO THE IMMEDIACY OF RESPONSE TO THAT OCCASION.”

BORN FREESViewing habits & online shopping

13%13%13%13%

30%30%30%30% 29%29%29%29%

22%22%22%22%

15%15%15%15%

<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<

TV Live

TV & TVOD OL

Any video OL

Shop Online

DIGICONSInteracting & posting comments about TV

Facebook YouTube Twitter eMail Instagram ViaSMS/texting

Forums,blogs

Google+ TV website/app

Totals

Born Frees

Millennials

Boomers<

MILLENNIALSViewing habits & online shopping

13%13%13%13%

33%33%33%33%

27%27%27%27%

23%23%23%23%

13%13%13%13%

<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<

TV Live

TV & TVOD OL

Any video OL

Shop Online

16%16%16%16%

42%42%42%42%

16%16%16%16%

25%25%25%25%

9%9%9%9%

09h00< 09h<15h00 15h<18h00 18h<22h00 22h00<

TV Live

TV & TVOD OL

Any video OL

Shop Online

GENERATION XViewing habits & online shopping

3%3%3%3%

29%29%29%29%

23%23%23%23% 24%24%24%24%

7%7%7%7%

<09h00 09h<15h00 15h<18h00 18h<22h00 22h00<

Viewing Habits & Online ShoppingViewing Habits & Online ShoppingViewing Habits & Online ShoppingViewing Habits & Online Shopping

TV Live TV & TVOD OL Any video OL Shop Online

BOOMER & BEYONDViewing habits & online shopping

“IT IS OFTEN SAID THAT FOR WHALES, THERE IS ONLY ONE OCEAN. EQUALLY, IT MIGHT BE SAID THAT FOR CONSUMERS, THERE IS ONLY ONE CAMPAIGN..”

“THE POTENTIAL FOR VAST AND DETAILED CONSUMER INFORMATION IS MIND-BOGGLING! FUSION AT THIS LEVEL WOULD PROVIDE SUBSCRIBERS WITH A UNIQUE SET OF FUNCTIONAL INSIGHTS INTO THE ONLINE HABITS OF CONSUMERS IN SOUTH AFRICA, TOGETHER WITH THEIR READING BEHAVIOUR AND BRAND USAGE .”

Terry Murphy

MD Nielsen Media Africa

THE SCIENCE BEHIND WHAT’S NEXT TM

DIGITAL CONSUMER SURVEY · 2019. 4. 11. · Copyright © 2019 The Nielsen Company (US), LLC. Confid...

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