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Google Confidential and Proprietary 
Connected Consumer Study 2014 
Results for Portugal 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
1
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Google Confidential and Proprietary 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
2 
Content 
1 
Objectives, Methodology and Content 
2 
Device Ecosystem 
3 
Internet Usage Behavior 
4. 
Home Internet Connectivity 
5. 
Relevance of Traditional Media 
6. 
Technology Attitudes 
7. 
User Profiles
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Google Confidential and Proprietary 
Objectives, Content and Methodology 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
3
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Google Confidential and Proprietary 
Objectives and Methodology 
Why? Objectives: 
•Help to better understand media markets and media related infrastructures 
•Provide a valid base for weighting other studies (e. g. Consumer Barometer) 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
4 
*Plus different local field services: RM Plus (Slovenia), Hendal (Croatia), Research Freeway (Japan), Symphony (Australia, New Zealand), Joshua (Singapore), MOV (Hong Kong) 
How? Methodology: 
•Global research vendor: TNS Infratest* 
•Standardized questionnaire 
•Population: adults 16+ (see sample characteristics here) 
•Sample size: n=1,000 
•Survey Method: telephone interview (fixed & mobile) or face to face interview (if phone usage is insufficient) 
General Information:
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Google Confidential and Proprietary 
Content of the study 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
5 
(1)Device Ecosystems: Which devices are used for media consumption, in what combination and which of them are connected to the Internet? 
(2)Internet usage behavior: How intensively is the Internet used in general and how do specific activities take place (e. g. online shopping, social networks or search engines)? 
(3)Home Internet Connectivity: What sort of home internet connection do people mainly use? How are tablets & smartphones connected at home? 
(4)Relevance of traditional media: How is TV used today and how relevant are new technologies, such as “Smart TV“? 
(5)Technology Attitudes: How do people perceive new opportunities that are provided by the Internet? 
(6)User Profiles: How can users of different online services be characterized? 
What? Research areas and questions:
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Google Confidential and Proprietary 
Where? 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Global scale: 57 countries
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Google Confidential and Proprietary 
Device Ecosystem 
Which devices are used in what combination? 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Google Confidential and Proprietary 
In average 2.1 Internet enabled devices are used 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
Average number of Internet enabled devices used per adult (2012 – 2014)* 
*Devices in this category: PC, Laptop/Notebook, Webbook/Netbook, Tablet, Smartphone 
1.3 
1.7 
2.1 
0 
1 
2 
3 
2012 
2013 
2014
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Google Confidential and Proprietary 
44% use a smartphone, 23% use a tablet 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
Usage rates of Internet enabled devices (2011 – 2014) 
*Including PC, Laptop, Note-, Net-, Webbook 
69% 
18% 
6% 
65% 
32% 
9% 
71% 
44% 
23% 
PC Category* 
Smartphone 
Tablet 
2011 
2012 
2013 
2014
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Google Confidential and Proprietary 
11% use a portable media player, 3% use an eReader 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
Usage rates of other devices (2011 – 2014) 
10% 
13% 
1% 
9% 
9% 
2% 
11% 
9% 
3% 
MP3 / portable media player 
Handheld gaming device 
eReader 
2011 
2012 
2013 
2014
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Google Confidential and Proprietary 
Slight growth of PC usage only in older age groups 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
PC Category usage by age group (2012 vs. 2014) 
98% 
92% 
83% 
67% 
51% 
26% 
94% 
95% 
86% 
74% 
57% 
31% 
0% 
20% 
40% 
60% 
80% 
100% 
16-24 
25-34 
35-44 
45-54 
55-64 
65+ 
2012 
2014
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Google Confidential and Proprietary 
Desktop PC usage decreases in all age groups 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
Desktop PC usage by age group (2012 vs. 2014) 
49% 
40% 
41% 
42% 
28% 
14% 
45% 
29% 
34% 
39% 
23% 
11% 
0% 
20% 
40% 
60% 
80% 
100% 
16-24 
25-34 
35-44 
45-54 
55-64 
65+ 
2012 
2014
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Usage of laptop PCs increases in most age groups 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
Laptop PC usage by age group (2012 vs. 2014) 
84% 
83% 
75% 
57% 
42% 
19% 
83% 
86% 
74% 
63% 
43% 
25% 
0% 
20% 
40% 
60% 
80% 
100% 
16-24 
25-34 
35-44 
45-54 
55-64 
65+ 
2012 
2014
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Google Confidential and Proprietary 
Smartphone usage increases in all age groups 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
14 
Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
Smartphone usage by age group (2012 vs. 2014) 
27% 
28% 
27% 
13% 
6% 
6% 
69% 
62% 
57% 
40% 
32% 
15% 
0% 
20% 
40% 
60% 
80% 
100% 
16-24 
25-34 
35-44 
45-54 
55-64 
65+ 
2012 
2014
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Google Confidential and Proprietary 
Tablet usage increases in all age groups 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Tablet usage by age group (2012 vs. 2014) 
Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
7% 
8% 
6% 
8% 
3% 
2% 
33% 
38% 
37% 
18% 
11% 
4% 
0% 
20% 
40% 
60% 
80% 
100% 
16-24 
25-34 
35-44 
45-54 
55-64 
65+ 
2012 
2014
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46% use devices from at least two categories 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
Distribution of different screen user types* 
24% 
24% 
24% 
24% 
100% 
30% 
30% 
30% 
30% 
30% 
30% 
30% 
30% 
16% 
16% 
16% 
0% 
20% 
40% 
60% 
80% 
100% 
Offliner 
1-Screener 
2-Screener 
3-Screener* 
Total 
*Definition: 3-Screener at least use one PC and one Smartphone and one Tablet, 2- and 1-Screener use devices from two categories or rather one category.
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Google Confidential and Proprietary 
46% use devices from at least two categories 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
Distribution of different screen user types* 
At least 1-Screener: 76% 
At least 2-Screener: 
46% 
At least 3-Screener: 
16% 
*Definition: 3-Screener at least use one PC and one Smartphone and one Tablet, 2- and 1-Screener use devices from two categories or rather one category.
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16% use a PC and a smartphone and a tablet 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q12: Which, if any, of the following devices do you currently use? 
Base (weighted): all respondents, n=1,000 
PC/ Laptops/Webbooks 
Tablets 
1% 
Total: 23% 
Total: 44% 
Total: 71% 
Smartphones 
6% 
16% 
24% 
1% 
25% 
4% 
Multiscreening: Device usage overlap
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Internet Usage Behavior 
How frequently is the Internet used in general and for specific activities? 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Google Confidential and Proprietary 
68% are online 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q6: How often do you access the Internet for personal reasons? 
Base (weighted): all respondents, n= 1,000 
Online usage by age group 
96% 
96% 
83% 
67% 
53% 
27% 
0% 
20% 
40% 
60% 
80% 
100% 
16-24 
25-34 
35-44 
45-54 
55-64 
65+ 
Ø 68%
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Google Confidential and Proprietary 
71% of all smartphone users are online daily with their device 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q16_1-_4: Frequency of Internet usage for personal reasons per device Category 
Base (weighted): online users on PC, n= 637; online users on smartphone, n= 301; online users on tablet, n= 187 
Daily Internet usage for personal reasons by device 
71% 
71% 
58%
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Google Confidential and Proprietary 
16% go online with a PC and a smartphone and a tablet 
TNS/Google (2014): Connected Consumer Study – Results Germany 
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Q16_1-_4: Frequency of Internet usage for personal reasons per device Category 
Base (weighted): online users on PC, n=629; online users on smartphone, n=296; online users on tablet, n=185 
PC/ Laptops/Webbooks 
Tablets 
1% 
Total: 28% 
Total: 45% 
Total: 96% 
Smartphones 
10% 
16% 
27% 
1% 
43% 
1% 
Internet usage by device
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Google Confidential and Proprietary 
9% use the Internet more frequently on a smartphone than on a computer 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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Q16_1-_4: Frequency of Internet usage for personal reasons per device Category 
Base (weighted): online users on PC or smartphone or tablet, n=654 
Internet usage for personal reasons by device 
9%
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Google Confidential and Proprietary 
1% use the Internet only on a smartphone 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
24 
Q16_1-_4: Frequency of Internet usage for personal reasons per device Category 
Base (weighted): online users on PC or smartphone or tablet, n=654 
Internet usage for personal reasons by device 
1%
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26% purchase online, 73% use online video 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
25 
Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons per device Category 
Base (weighted): online users, n=681 
See full list of items in local language here. 
Online activities (at least once a month) 
92% 
84% 
83% 
77% 
75% 
73% 
65% 
63% 
61% 
58% 
57% 
0% 
20% 
40% 
60% 
80% 
100% 
check my 
emails 
check news, 
sports and 
weather 
use search 
engines 
visit social 
networks 
look for 
product 
information 
online 
watch video 
content 
check maps 
& directions 
listen to 
music online 
write 
comments 
use chats / 
instant 
messaging 
read blogs / 
reviews
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Google Confidential and Proprietary 
63% listen to music online, 38% do online gaming 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
26 
Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons per device Category 
Base (weighted): online users, n=681 
See full list of items in local language here. 
Online activities (at least once a month) 
55% 
47% 
43% 
43% 
41% 
39% 
38% 
37% 
26% 
25% 
0% 
20% 
40% 
60% 
80% 
100% 
use calendar 
use 
translation 
services 
online banking 
use price 
comparison 
sites 
visit online 
forums 
manage/edit 
photos online 
do online 
gaming 
do video 
telephony / 
online 
telephony 
purchase 
things online 
write 
blogs/reviews
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Google Confidential and Proprietary 
44% 
39% 
61% 
4% 
5% 
9% 
52% 
56% 
31% 
61% use their tablet for private reasons only 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
27 
Q14N_1 - _4: For which of the following purposes do you use […]? 
Base (weighted): PC category users with online access, n=690; smartphone users with online access, n=327; tablet users with online access, n=209 
Device usage for personal and work reasons 
Work Only 
Private Only 
&
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Google Confidential and Proprietary 
19% purchase online on their smartphone 
TNS/Google (2014): Connected Consumer Study – Results Germany 
28 
QIA1_1/QIA1_3: For which of the following purposes do you use […]? 
Base (weighted): online smartphone users and PC users, n=288; online PC users and smartphone users, n=367 
See full list of items in local language here. 
Internet activities on PC and smartphone* 
PC use 
Smartphone use 
*Activities below the line are more used on PC, above more on smartphones 
Search Engines 
Social Networks 
Games 
Online Video 
Purchase Online 
Email 
Product Research 
Online Banking 
News/ Sports/ Weather 
Maps/ Navigation 
Calendar 
Translation 
Music 
Edit Photos 
Video/ Online Telephony 
Cloud Services 
Read Blogs/ Reviews 
Price Comparison 
Write Blogs/Reviews 
Write Comments 
Chat 
Online Forums 
0% 
50% 
100% 
0% 
50% 
100%
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Google Confidential and Proprietary 
53% of smartphone usage takes place out of home 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
29 
Q19_1-_4: How much of your [DEVICE] usage occurs at places outside of your home e.g. at work, commuting or traveling? ; Base (weighted): Non- PC users, n=610, smartphone users, n=415; tablet users, n=230 
Share of device usage out of home 
22% 
53% 
32%
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Google Confidential and Proprietary 
82% 
81% 
69% 
66% 
47% 
46% 
26% 
22% 
18% 
18% 
12% 
0% 
20% 
40% 
60% 
80% 
100% 
Facebook 
Google 
NET 
YouTube* 
Google 
Search 
Skype 
Google 
Maps 
Google + 
Google 
Play 
ebay 
Apple 
Store, e.g. 
iTunes 
Store, App 
Store 
Google 
News 
69% use YouTube at least once a month 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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QIA 2_1-_4, aggregated: Frequency of site visits for personal reasons per device category; Base (weighted): online users, n=681 
See full list of items in local language here. 
Usage of online products / services (at least once a month) 
*YouTube users that use Online Video
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Google Confidential and Proprietary 
12% 
11% 
11% 
8% 
6% 
0% 
20% 
40% 
60% 
80% 
100% 
Google Drive 
Amazon 
Google Docs / 
Spreadsheats 
Yahoo! 
Google Hangout 
6% use Google Hangout at least once a month 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
31 
QIA 2_1-_4, aggregated: Frequency of site visits for personal reasons per device category; Base (weighted): online users, n=681 
See full list of items in local language here. 
Usage of other Google products (at least once a month)
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Social networks are more likely to be used on a smartphone 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
32 
QIA 2_1/_3: Frequency of site visits for personal reasons per device category; Base (weighted): online smartphone users and PC users, n=288; online PC users and smartphone users, n=367; See full list of items in local language here. 
Product usage on PC and smartphone* 
PC use 
Smartphone use 
*Products below the line are more used on PC, above more on smartphones 
YouTube 
Google NET 
Facebook 
Amazon 
Google + 
Google Play 
Google Hangout 
Google News 
Google Maps 
Google Drive 
Google Docs / Spreadsheats 
ebay 
Skype 
Apple Store, e.g. iTunes Store, App Store 
Google Search 
0% 
50% 
100% 
0% 
50% 
100%
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Google Confidential and Proprietary 
Home Internet Connectivity 
What sort of Internet connections do people have / use? 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
33
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21% 
51% 
6% 
11% 
11% 
78% connect via broadband 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
34 
Q10: What type of internet connection is your main internet connection at home? 
Base (weighted): online users, n=681 
Fixed-line broadband connection via DSL 
(e.g. ADSL, VDSL or XDSL) 
Fixed-line broadband connection via TV cable 
Other fixed-line broadband connection 
Fixed-line dial-up connection via standard analog or 
ISDN telephone line 
Mobile data connection (eg UMTS/3G/4G/LTE) via mobile network provider 
Main Internet connection @ home
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Google Confidential and Proprietary 
85% of all broadband users connect via wireless 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
35 
Q11: Do you have a Wifi network or Wireless LAN (WLAN) at home, so that you can connect enabled electronic devices wirelessly to your home network or the Internet? 
Base (weighted): Base (weighted): online users / broadband users, n=473 
85% 
Wifi/WLAN @ home
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Google Confidential and Proprietary 
88% of all tablet users connect via Wifi 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
36 
Q11: Do you have a Wifi network or Wireless LAN (WLAN) at home, (…)? 
Base (weighted): online users on smartphone, n=312; online users on tablet, n=190 
Wifi / mobile network usage at home by device 
78% 
88% 
56% 
20%
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Relevance of traditional media 
How is TV used today and how relevant are new technologies, such as “Smart TV“? 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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93% use “regular“ TV 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
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QTV2: Television programs can be watched in a variety of different ways, thinking about the last month have you watched TV programmes… 
Base (weighted): TV users, n=970 
Recorded TV program 
19% 
TV content streamed online 
18% 
Regular TV 
93% 
Way of watching TV programs
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Google Confidential and Proprietary 
9% 
18% 
24% 
55% 
9% watch TV via satellite 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
39 
QTV1: How do you receive the TV signal in your home? 
Base (weighted): TV users, n=970 
Via satellite 
via a TV-cable service 
via a terrestrial broadcast signal 
TV signal reception @ home 
Via IPTV service
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Google Confidential and Proprietary 
15% have an Internet enabled TV 
TNS/Google (2013/2014): Connected Consumer Study – Results Portugal 
40 
QTV5: Is one or more TV sets in your home Internet enabled? 
Base (weighted): TV users, n=970 
15% 
Internet enabled TV sets at home
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49% use Internet services on their Internet enabled TV 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
41 
QTV6b: Thinking about the past month – how often did you use Internet services, e.g. browsing websites, on your Internet enabled TV? 
Base (weighted): “Smart TV“ owner, n= 147 
Usage of Internet services on Internet enabled TV last month 
49%
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50% of all TV & online users connect to the Internet while watching TV 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
42 
50% 
50% 
QTV4c_1: And during the time you were watching TV in the past month, did you go online through another device (e.g. computer, smartphone, tablet)? 
Base (weighted): TV&Online Users, n=602 / 3-Screener, n=137 
69% 
31% 
TV & online users* 
3-Screener** 
Simultaneous online usage while watching „regular“ TV 
*TV & Online users: TV Users who also use the Internet for personal reasons regardless of the number of devices they use 
**3-Screener: TV Users who also use the Internet for personal reasons and use at least three Internet enabled devices
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Google Confidential and Proprietary 
If present, PCs are used most often to go online while watching TV 
70% 
35% 
20% 
58% 
54% 
48% 
0% 
20% 
40% 
60% 
80% 
100% 
PC 
Smartphone 
Tablet 
TV & online users 
3-Screener & TV & online users* 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
43 
Parallel device usage while watching TV 
QTV4d: When you think about the last time you were using the Internet while you were watching TV (…). Which of the following devices did you use for going online in this situation?; 
Base (weighted): TV&Online Users, n=602 / 3-Screener, n=137 
*TV & Online users: TV Users who also use the Internet for personal reasons regardless of the number of devices they use 
**3-Screener: TV Users who also use the Internet for personal reasons and use at least three Internet enabled devices
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Most PC users multiscreen while watching TV 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
44 
Last time when using the Internet and watching TV at the same time… 
QTV4d: When you think about the last time you were using the Internet while you were watching TV (…). Which of the following devices did you use for going online in this situation? 
Base (weighted): „regular“ TV users who also use the Internet for personal reasons, with PC: n=342, with smartphone: n=242, with tablet: n=147 
49% 
of all smartphone users have used their smartphone* * 
48% 
of all tablet users have used their tablet*** 
72% 
of all PC users have used their PC* 
*Base: PC users 
**Base: smartphone users 
**Base: tablet: users
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Google Confidential and Proprietary 
92% of all parallel Internet usage is not related to the TV program 
45 
QTV4e: Still thinking about the last time you were using the Internet while you were watching TV (…): What you were doing online in this situation – was this related in any way to the TV program you were watching in parallel? 
Bases (weighted): „regular“ TV users who also use the Internet for personal reasons, n=602 
Parallel Internet usage while watching TV – Program related usage 
TNS/Google (2014): Connected Consumer Study – Results Portugal
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Technology Attitudes 
How do people perceive new opportunities that are provided by the Internet? 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
46
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41% see themselves as technologically advanced 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
47 
Technology attitudes of online users (1) 
QTAS1: To what extent do you agree or disagree with the following statements? 
Base (weighted): online users, n=681 
Top-2-Boxes : Strongly Agree / Agree 
64% 
60% 
44% 
47% 
47% 
54% 
37% 
36% 
45% 
33% 
40% 
63% 
29% 
28% 
51% 
19% 
23% 
50% 
I see myself as being 
technologically advanced 
I am often showing other people 
how to do things online 
New technologies offer 
more opportunities than risks 
16 - 24 
25 - 34 
35 - 44 
45 - 54 
55 - 64 
65 + 
Total: 41% 
Total: 41% 
Total: 51%
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13% prefer to buy things online 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
48 
Technology attitudes of online users (2) 
QTAS1: To what extent do you agree or disagree with the following statements? 
Base (weighted): online users, n=681 
Top-2-Boxes : Strongly Agree / Agree 
48% 
83% 
19% 
70% 
41% 
83% 
21% 
74% 
29% 
77% 
8% 
72% 
32% 
77% 
8% 
70% 
17% 
70% 
5% 
63% 
24% 
60% 
7% 
65% 
I often post 
content online 
When I need information, the first 
place I look is the Internet 
I prefer to 
buy things online 
Using the Internet is 
fun to me 
16 - 24 
25 - 34 
35 - 44 
45 - 54 
55 - 64 
65 + 
Total: 34% 
Total: 77% 
Total: 13% 
Total: 70%
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64% prefer to do things digitally 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
49 
Technology attitudes of online users (3) 
QTAS1: To what extent do you agree or disagree with the following statements? 
Base (weighted): online users, n=681 
Top-2-Boxes : Strongly Agree / Agree 
58% 
81% 
65% 
59% 
81% 
66% 
58% 
87% 
59% 
62% 
79% 
67% 
59% 
87% 
61% 
46% 
79% 
59% 
The Internet helps me to stay in touch 
with more people than by phone or seeing 
them in person 
Computer and internet skills are key 
qualifications 
in almost every profession 
If I have the opportunity to do a task digitally, I 
prefer doing it that way 
16 - 24 
25 - 34 
35 - 44 
45 - 54 
55 - 64 
65 + 
Total: 58% 
Total: 82% 
Total: 64%
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Total: 94% care about data protection 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
50 
Technology attitudes of online users (4) 
QTAS1: To what extent do you agree or disagree with the following statements? 
Base (weighted): online users, n=681 
Top-2-Boxes : Strongly Agree / Agree 
60% 
91% 
42% 
95% 
39% 
98% 
33% 
93% 
33% 
94% 
24% 
90% 
I trust that my personal information 
is not being misused on the Internet 
Data privacy and data protection 
are very important to me personally 
16 - 24 
25 - 34 
35 - 44 
45 - 54 
55 - 64 
65 + 
Total: 40% 
Total: 94%
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70% say that smartphones are useful 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
51 
QUTAUTa _1-_3, QUTAUTb _1-_3: Acceptance and use of smartphones 
Base (weighted): all respondents, n=1,000 
Attitudes towards smartphones 
53% 
say that they intend to use smartphones in the future 
70% 
say that smartphones are useful 
51% 
say that using smartphones is fun 
21% 
say that smartphones are reasonably priced 
33% 
say that “people who are important to me think that I should use a smartphones ” 
32% 
say that smartphones are easy to use
SLIDE 
Google Confidential and Proprietary 
36% say that tablets are easy to use 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
52 
QUTAUTa _1-_3, QUTAUTb _1-_3: Acceptance and use of tablets 
Base (weighted): all respondents, n=1,000 
Attitudes towards tablets 
52% 
say that they intend to use tablet in the future 
76% 
say that tablets are useful 
59% 
say that using tablets is fun 
32% 
say that tablets are reasonably priced 
32% 
say that “people who are important to me think that I should use a tablet” 
36% 
say that tablets are easy to use
SLIDE 
Google Confidential and Proprietary 
User Profiles 
How can users of different online services be characterized? 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
53
SLIDE 
Google Confidential and Proprietary 
82% 
watch video content online 
Multiscreen Users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
54 
Base (weighted): Users of internet enabled devices from at least 2 categories (PC category, smartphone, tablet) 
Other activities and products: usage at least once a month 
45% 
55% 
45% have kids 
47% are aged between 
16 and 34 years 
€ 
33% have a high income 
26% have a high education 
87% use a smartphone 
49% use a tablet 
98% 
use a PC 
Ø 3.7 
internet enabled devices 
16% use a handheld game device 
4% 
use an 
eReader 
69% 
listen to 
music online 
use 
85% 
24% 
use 
use 
13% 
use 
23% 
91% 
use a 
regular TV 
84% 
use social networks 
31% 
use 
use 
31% 
90% 
use 
43% 
do online gaming 
33% 
purchase online
SLIDE 
Google Confidential and Proprietary 
Online Video Users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
55 
Base (weighted): online video users (at least once a month) 
Other activities and products: usage at least once a month 
23% 
75% 
listen to 
music online 
use 
87% 
use 
use 
14% 
use 
23% 
85% 
use social networks 
use 
32% 
94% 
use 
33% 
purchase online 
44% 
56% 
45% have kids 
51% are aged between 
16 and 34 years 
€ 
32% have a high income 
25% have a high education 
66% use a smartphone 
38% use a tablet 
98% 
use a PC 
Ø 3.2 
internet enabled devices 
15% use a handheld game device 
4% 
use an 
eReader 
91% 
use a 
regular TV 
27% 
use 
44% 
do online gaming
SLIDE 
Google Confidential and Proprietary 
Social Network Users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
56 
Base (weighted): social network users (at least once a month) 
Other activities and products: usage at least once a month 
70% 
listen to 
music online 
use 
97% 
20% 
use 
use 
13% 
use 
20% 
use 
29% 
89% 
use 
28% 
purchase online 
49% 
51% 
47% have kids 
49% are aged between 
16 and 34 years 
€ 
28% have a high income 
24% have a high education 
65% use a smartphone 
37% use a tablet 
98% 
use a PC 
Ø 3.1 
internet enabled devices 
16% use a handheld game device 
3% 
use an 
eReader 
92% 
use a 
regular TV 
26% 
use 
45% 
do online gaming 
81% 
watch video content online
SLIDE 
Google Confidential and Proprietary 
Online Game Users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
57 
Base (weighted): online game users (at least once a month) 
Other activities and products: usage at least once a month 
79% 
listen to 
music online 
use 
93% 
24% 
use 
use 
15% 
use 
25% 
use 
35% 
93% 
use 
33% 
purchase online 
49% 
51% 
46% have kids 
54% are aged between 
16 and 34 years 
€ 
25% have a high income 
18% have a high education 
66% use a smartphone 
43% use a tablet 
99% 
use a PC 
Ø 3.3 
internet enabled devices 
20% use a handheld game device 
3% 
use an 
eReader 
90% 
use a 
regular TV 
30% 
use 
86% 
watch video content online 
91% 
use social networks
SLIDE 
Google Confidential and Proprietary 
Online Banking Users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
58 
Base (weighted): online banking users (at least once a month) 
Other activities and products: usage at least once a month 
66% 
listen to 
music online 
use 
83% 
25% 
use 
use 
16% 
use 
27% 
use 
38% 
89% 
use 
45% 
55% 
46% have kids 
58% are aged between 
25 and 44 years 
€ 
40% have a high income 
32% have a high education 
69% use a smartphone 
45% use a tablet 
99% 
use a PC 
Ø 3.4 
internet enabled devices 
14% use a handheld game device 
5% 
use an 
eReader 
93% 
use a 
regular TV 
29% 
use 
84% 
use social networks 
84% 
watch video content online 
45% 
do online gaming 
41% 
purchase online
SLIDE 
Google Confidential and Proprietary 
Online Shopper ... 
TNS/Google (2014): Connected 
Consumer Study – Results Portugal 
59 
Base (weighted): online shoppers (at least once a month) 
Other activities and products: usage at least once a month 
video users (at least once a month) 
78% 
listen to 
music online 
85% use 
32% use 
26% use 
42% use 
40% use 
96% use 
44% 56% 
46% 
have kids 
55% 
are aged between 
16 and 34 years 
€ 
42% 
have a high 
income 
36% 
have a high 
education 
78% 
use a smartphone 
51% 
use a tablet 
99% 
use a PC 
Ø 4.0 
internet enabled 
devices 
20% 
use a handheld 
game device 
8% 
use an 
eReader 
91% 
use a 
regular TV 
35% use 
84% 
use social 
networks 
95% 
watch video 
content online 
49% 
do online 
gaming
SLIDE 
Google Confidential and Proprietary 
Searcher for Online Product Information... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
60 
Base (weighted): online searchers (at least once a month) 
Other activities and products: usage at least once a month 
72% 
listen to 
music online 
use 
85% 
23% 
use 
use 
15% 
use 
23% 
use 
31% 
89% 
use 
46% 
54% 
46% have kids 
52% are aged between 
25 and 44 years 
€ 
32% have a high income 
27% have a high education 
64% use a smartphone 
38% use a tablet 
98% 
use a PC 
Ø 3.2 
internet enabled devices 
15% use a handheld game device 
4% 
use an 
eReader 
92% 
use a 
regular TV 
27% 
use 
83% 
use social networks 
83% 
watch video content online 
42% 
do online gaming 
33% 
purchase online
SLIDE 
Google Confidential and Proprietary 
Google users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
Base (weighted): Google users (at least once a month) 
Other activities and products: usage at least once a month 
67% 
listen to 
music online 
use 
83% 
20% 
use 
use 
13% 
use 
21% 
use 
32% 
88% 
use 
45% 
55% 
43% have kids 
45% are aged between 
16 and 34 years 
€ 
31% have a high income 
28% have a high education 
64% use a smartphone 
36% use a tablet 
98% 
use a PC 
Ø 3.2 
internet enabled devices 
15% use a handheld game device 
5% 
use an 
eReader 
92% 
use a 
regular TV 
27% 
use 
82% 
use social networks 
80% 
watch video content online 
42% 
do online gaming 
30% 
purchase online
SLIDE 
Google Confidential and Proprietary 
YouTube users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
62 
Base (weighted): YouTube users (at least once a month) 
Other activities and products: usage at least once a month 
73% 
listen to 
music online 
use 
88% 
22% 
use 
use 
13% 
use 
22% 
use 
31% 
47% 
53% 
47% have kids 
50% are aged between 
16 and 34 years 
€ 
30% have a high income 
25% have a high education 
65% use a smartphone 
38% use a tablet 
98% 
use a PC 
Ø 3.2 
internet enabled devices 
16% use a handheld game device 
4% 
use an 
eReader 
91% 
use a 
regular TV 
26% 
use 
84% 
use social networks 
43% 
do online gaming 
30% 
purchase online
SLIDE 
Google Confidential and Proprietary 
Google PLAY users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
63 
Base (weighted): Google Play users (at least once / month) 
Other activities and products: usage at least once a month 
91% 
watch video content online 
77% 
listen to 
music online 
use 
88% 
29% 
use 
use 
22% 
use 
34% 
91% 
use social networks 
use 
55% 
97% 
use 
52% 
do online gaming 
42% 
purchase online 
41% 
59% 
44% have kids 
28% are aged between 
16 and 24 years 
€ 
35% have a high income 
23% have a high education 
86% use a smartphone 
51% use a tablet 
97% 
use a PC 
Ø 3.9 
internet enabled devices 
20% use a handheld game device 
7% 
use an 
eReader 
91% 
use a 
regular TV
SLIDE 
Google Confidential and Proprietary 
Google+ users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
64 
Base (weighted): Google+ users (at least once / month) 
Other activities and products: usage at least once a month 
86% 
use social networks 
80% 
listen to 
music online 
use 
86% 
26% 
use 
use 
18% 
use 
30% 
95% 
use 
49% 
51% 
46% have kids 
46% are aged between 
16 and 34 years 
€ 
37% have a high income 
31% have a high education 
71% use a smartphone 
43% use a tablet 
97% 
use a PC 
Ø 3.6 
internet enabled devices 
20% use a handheld game device 
6% 
use an 
eReader 
88% 
use a 
regular TV 
45% 
use 
88% 
watch video content online 
51% 
do online gaming 
39% 
purchase online
SLIDE 
Google Confidential and Proprietary 
Google Maps users ... 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
65 
Base (weighted): Google Maps users (at least once / month) 
Other activities and products: usage at least once a month 
76% 
listen to 
music online 
use 
84% 
27% 
use 
use 
20% 
use 
32% 
use 
35% 
94% 
use 
41% 
59% 
43% have kids 
53% are aged between 
16 and 34 years 
€ 
38% have a high income 
35% have a high education 
71% use a smartphone 
44% use a tablet 
99% 
use a PC 
Ø 3.6 
internet enabled devices 
17% use a handheld game device 
6% 
use an 
eReader 
92% 
use a 
regular TV 
32% 
use 
85% 
use social networks 
90% 
watch video content online 
45% 
do online gaming 
42% 
purchase online
SLIDE 
CONTACTS: 
THANK YOU! 
Google Confidential and Proprietary 
ingoknuth@google.com 
Title updated in Header&Footer 
66
SLIDE 
Google Confidential and Proprietary 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
67 
Internet activities: full list of items 
English version 
use search engines 
visit social networks 
do online gaming 
watch video content 
purchase products or services online 
check my emails 
look for product information online 
online banking 
check news, sports and weather 
check maps & directions 
use calendar 
use translation services 
listen to music online 
manage/edit photos online 
do video telephony / online telephony 
use cloud services, e.g. store/edit data or documents online 
read blogs / reviews 
use price comparison sites 
write blogs/reviews 
write comments 
use chats / instant messaging 
visit online forums
SLIDE 
Google Confidential and Proprietary 
12% 
18% 
18% 
17% 
14% 
21% 
52% 
48% 
23% 
61% 
16% 
0% 
50% 
100% 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
68 
Base (weighted): all respondents, n=1,000 
Sample characteristics (all respondents) 
Age 
Gender 
Education 
Household Size 
Employment 
16 - 24 
25 - 34 
35 - 44 
45 - 54 
55 - 64 
65 + 
female 
male 
Low 
Medium 
High 
13% 
30% 
27% 
22% 
7% 
1% 
37% 
10% 
52% 
1% 
0% 
50% 
100% 
1 person (only me) 
2 persons 
3 persons 
4 persons 
5 or more persons 
No answer 
employed position 
self-employed position 
no paid work 
No answer 
Online Usage 
54% 
7% 
3% 
2% 
1% 
1% 
31% 
1% 
0% 
0% 
50% 
100% 
Daily 
2-6 times a week 
Once a week 
2-3 times a month 
Once a month 
Less than once a month 
Never 
DK 
No answer
SLIDE 
Google Confidential and Proprietary 
TNS/Google (2014): Connected Consumer Study – Results Portugal 
69 
Base (weighted): online users (daily – less), n=681 
Sample characteristics (online users) 
17% 
25% 
22% 
16% 
11% 
9% 
47% 
53% 
7% 
70% 
23% 
0% 
50% 
100% 
Age 
Gender 
Education 
16 - 24 
25 - 34 
35 - 44 
45 - 54 
55 - 64 
65 + 
female 
male 
Low 
Medium 
High 
Household Size 
Employment 
10% 
25% 
30% 
27% 
8% 
0% 
46% 
12% 
41% 
1% 
0% 
50% 
100% 
1 person (only me) 
2 persons 
3 persons 
4 persons 
5 or more persons 
No answer 
employed position 
self-employed position 
no paid work 
No answer

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Consumer Connected Study 2014 - Results for Portugal - Google

  • 1. SLIDE Google Confidential and Proprietary Connected Consumer Study 2014 Results for Portugal TNS/Google (2014): Connected Consumer Study – Results Portugal 1
  • 2. SLIDE Google Confidential and Proprietary TNS/Google (2014): Connected Consumer Study – Results Portugal 2 Content 1 Objectives, Methodology and Content 2 Device Ecosystem 3 Internet Usage Behavior 4. Home Internet Connectivity 5. Relevance of Traditional Media 6. Technology Attitudes 7. User Profiles
  • 3. SLIDE Google Confidential and Proprietary Objectives, Content and Methodology TNS/Google (2014): Connected Consumer Study – Results Portugal 3
  • 4. SLIDE Google Confidential and Proprietary Objectives and Methodology Why? Objectives: •Help to better understand media markets and media related infrastructures •Provide a valid base for weighting other studies (e. g. Consumer Barometer) TNS/Google (2014): Connected Consumer Study – Results Portugal 4 *Plus different local field services: RM Plus (Slovenia), Hendal (Croatia), Research Freeway (Japan), Symphony (Australia, New Zealand), Joshua (Singapore), MOV (Hong Kong) How? Methodology: •Global research vendor: TNS Infratest* •Standardized questionnaire •Population: adults 16+ (see sample characteristics here) •Sample size: n=1,000 •Survey Method: telephone interview (fixed & mobile) or face to face interview (if phone usage is insufficient) General Information:
  • 5. SLIDE Google Confidential and Proprietary Content of the study TNS/Google (2014): Connected Consumer Study – Results Portugal 5 (1)Device Ecosystems: Which devices are used for media consumption, in what combination and which of them are connected to the Internet? (2)Internet usage behavior: How intensively is the Internet used in general and how do specific activities take place (e. g. online shopping, social networks or search engines)? (3)Home Internet Connectivity: What sort of home internet connection do people mainly use? How are tablets & smartphones connected at home? (4)Relevance of traditional media: How is TV used today and how relevant are new technologies, such as “Smart TV“? (5)Technology Attitudes: How do people perceive new opportunities that are provided by the Internet? (6)User Profiles: How can users of different online services be characterized? What? Research areas and questions:
  • 6. SLIDE Google Confidential and Proprietary Where? TNS/Google (2014): Connected Consumer Study – Results Portugal 6 Global scale: 57 countries
  • 7. SLIDE Google Confidential and Proprietary Device Ecosystem Which devices are used in what combination? TNS/Google (2014): Connected Consumer Study – Results Portugal 7
  • 8. SLIDE Google Confidential and Proprietary In average 2.1 Internet enabled devices are used TNS/Google (2014): Connected Consumer Study – Results Portugal 8 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Average number of Internet enabled devices used per adult (2012 – 2014)* *Devices in this category: PC, Laptop/Notebook, Webbook/Netbook, Tablet, Smartphone 1.3 1.7 2.1 0 1 2 3 2012 2013 2014
  • 9. SLIDE Google Confidential and Proprietary 44% use a smartphone, 23% use a tablet TNS/Google (2014): Connected Consumer Study – Results Portugal 9 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Usage rates of Internet enabled devices (2011 – 2014) *Including PC, Laptop, Note-, Net-, Webbook 69% 18% 6% 65% 32% 9% 71% 44% 23% PC Category* Smartphone Tablet 2011 2012 2013 2014
  • 10. SLIDE Google Confidential and Proprietary 11% use a portable media player, 3% use an eReader TNS/Google (2014): Connected Consumer Study – Results Portugal 10 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Usage rates of other devices (2011 – 2014) 10% 13% 1% 9% 9% 2% 11% 9% 3% MP3 / portable media player Handheld gaming device eReader 2011 2012 2013 2014
  • 11. SLIDE Google Confidential and Proprietary Slight growth of PC usage only in older age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 11 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 PC Category usage by age group (2012 vs. 2014) 98% 92% 83% 67% 51% 26% 94% 95% 86% 74% 57% 31% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  • 12. SLIDE Google Confidential and Proprietary Desktop PC usage decreases in all age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 12 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Desktop PC usage by age group (2012 vs. 2014) 49% 40% 41% 42% 28% 14% 45% 29% 34% 39% 23% 11% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  • 13. SLIDE Google Confidential and Proprietary Usage of laptop PCs increases in most age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 13 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Laptop PC usage by age group (2012 vs. 2014) 84% 83% 75% 57% 42% 19% 83% 86% 74% 63% 43% 25% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  • 14. SLIDE Google Confidential and Proprietary Smartphone usage increases in all age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 14 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Smartphone usage by age group (2012 vs. 2014) 27% 28% 27% 13% 6% 6% 69% 62% 57% 40% 32% 15% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  • 15. SLIDE Google Confidential and Proprietary Tablet usage increases in all age groups TNS/Google (2014): Connected Consumer Study – Results Portugal 15 Tablet usage by age group (2012 vs. 2014) Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 7% 8% 6% 8% 3% 2% 33% 38% 37% 18% 11% 4% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ 2012 2014
  • 16. SLIDE Google Confidential and Proprietary 46% use devices from at least two categories TNS/Google (2014): Connected Consumer Study – Results Portugal 16 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Distribution of different screen user types* 24% 24% 24% 24% 100% 30% 30% 30% 30% 30% 30% 30% 30% 16% 16% 16% 0% 20% 40% 60% 80% 100% Offliner 1-Screener 2-Screener 3-Screener* Total *Definition: 3-Screener at least use one PC and one Smartphone and one Tablet, 2- and 1-Screener use devices from two categories or rather one category.
  • 17. SLIDE Google Confidential and Proprietary 46% use devices from at least two categories TNS/Google (2014): Connected Consumer Study – Results Portugal 17 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 Distribution of different screen user types* At least 1-Screener: 76% At least 2-Screener: 46% At least 3-Screener: 16% *Definition: 3-Screener at least use one PC and one Smartphone and one Tablet, 2- and 1-Screener use devices from two categories or rather one category.
  • 18. SLIDE Google Confidential and Proprietary 16% use a PC and a smartphone and a tablet TNS/Google (2014): Connected Consumer Study – Results Portugal 18 Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n=1,000 PC/ Laptops/Webbooks Tablets 1% Total: 23% Total: 44% Total: 71% Smartphones 6% 16% 24% 1% 25% 4% Multiscreening: Device usage overlap
  • 19. SLIDE Google Confidential and Proprietary Internet Usage Behavior How frequently is the Internet used in general and for specific activities? TNS/Google (2014): Connected Consumer Study – Results Portugal 19
  • 20. SLIDE Google Confidential and Proprietary 68% are online TNS/Google (2014): Connected Consumer Study – Results Portugal 20 Q6: How often do you access the Internet for personal reasons? Base (weighted): all respondents, n= 1,000 Online usage by age group 96% 96% 83% 67% 53% 27% 0% 20% 40% 60% 80% 100% 16-24 25-34 35-44 45-54 55-64 65+ Ø 68%
  • 21. SLIDE Google Confidential and Proprietary 71% of all smartphone users are online daily with their device TNS/Google (2014): Connected Consumer Study – Results Portugal 21 Q16_1-_4: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users on PC, n= 637; online users on smartphone, n= 301; online users on tablet, n= 187 Daily Internet usage for personal reasons by device 71% 71% 58%
  • 22. SLIDE Google Confidential and Proprietary 16% go online with a PC and a smartphone and a tablet TNS/Google (2014): Connected Consumer Study – Results Germany 22 Q16_1-_4: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users on PC, n=629; online users on smartphone, n=296; online users on tablet, n=185 PC/ Laptops/Webbooks Tablets 1% Total: 28% Total: 45% Total: 96% Smartphones 10% 16% 27% 1% 43% 1% Internet usage by device
  • 23. SLIDE Google Confidential and Proprietary 9% use the Internet more frequently on a smartphone than on a computer TNS/Google (2014): Connected Consumer Study – Results Portugal 23 Q16_1-_4: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users on PC or smartphone or tablet, n=654 Internet usage for personal reasons by device 9%
  • 24. SLIDE Google Confidential and Proprietary 1% use the Internet only on a smartphone TNS/Google (2014): Connected Consumer Study – Results Portugal 24 Q16_1-_4: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users on PC or smartphone or tablet, n=654 Internet usage for personal reasons by device 1%
  • 25. SLIDE Google Confidential and Proprietary 26% purchase online, 73% use online video TNS/Google (2014): Connected Consumer Study – Results Portugal 25 Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users, n=681 See full list of items in local language here. Online activities (at least once a month) 92% 84% 83% 77% 75% 73% 65% 63% 61% 58% 57% 0% 20% 40% 60% 80% 100% check my emails check news, sports and weather use search engines visit social networks look for product information online watch video content check maps & directions listen to music online write comments use chats / instant messaging read blogs / reviews
  • 26. SLIDE Google Confidential and Proprietary 63% listen to music online, 38% do online gaming TNS/Google (2014): Connected Consumer Study – Results Portugal 26 Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users, n=681 See full list of items in local language here. Online activities (at least once a month) 55% 47% 43% 43% 41% 39% 38% 37% 26% 25% 0% 20% 40% 60% 80% 100% use calendar use translation services online banking use price comparison sites visit online forums manage/edit photos online do online gaming do video telephony / online telephony purchase things online write blogs/reviews
  • 27. SLIDE Google Confidential and Proprietary 44% 39% 61% 4% 5% 9% 52% 56% 31% 61% use their tablet for private reasons only TNS/Google (2014): Connected Consumer Study – Results Portugal 27 Q14N_1 - _4: For which of the following purposes do you use […]? Base (weighted): PC category users with online access, n=690; smartphone users with online access, n=327; tablet users with online access, n=209 Device usage for personal and work reasons Work Only Private Only &
  • 28. SLIDE Google Confidential and Proprietary 19% purchase online on their smartphone TNS/Google (2014): Connected Consumer Study – Results Germany 28 QIA1_1/QIA1_3: For which of the following purposes do you use […]? Base (weighted): online smartphone users and PC users, n=288; online PC users and smartphone users, n=367 See full list of items in local language here. Internet activities on PC and smartphone* PC use Smartphone use *Activities below the line are more used on PC, above more on smartphones Search Engines Social Networks Games Online Video Purchase Online Email Product Research Online Banking News/ Sports/ Weather Maps/ Navigation Calendar Translation Music Edit Photos Video/ Online Telephony Cloud Services Read Blogs/ Reviews Price Comparison Write Blogs/Reviews Write Comments Chat Online Forums 0% 50% 100% 0% 50% 100%
  • 29. SLIDE Google Confidential and Proprietary 53% of smartphone usage takes place out of home TNS/Google (2014): Connected Consumer Study – Results Portugal 29 Q19_1-_4: How much of your [DEVICE] usage occurs at places outside of your home e.g. at work, commuting or traveling? ; Base (weighted): Non- PC users, n=610, smartphone users, n=415; tablet users, n=230 Share of device usage out of home 22% 53% 32%
  • 30. SLIDE Google Confidential and Proprietary 82% 81% 69% 66% 47% 46% 26% 22% 18% 18% 12% 0% 20% 40% 60% 80% 100% Facebook Google NET YouTube* Google Search Skype Google Maps Google + Google Play ebay Apple Store, e.g. iTunes Store, App Store Google News 69% use YouTube at least once a month TNS/Google (2014): Connected Consumer Study – Results Portugal 30 QIA 2_1-_4, aggregated: Frequency of site visits for personal reasons per device category; Base (weighted): online users, n=681 See full list of items in local language here. Usage of online products / services (at least once a month) *YouTube users that use Online Video
  • 31. SLIDE Google Confidential and Proprietary 12% 11% 11% 8% 6% 0% 20% 40% 60% 80% 100% Google Drive Amazon Google Docs / Spreadsheats Yahoo! Google Hangout 6% use Google Hangout at least once a month TNS/Google (2014): Connected Consumer Study – Results Portugal 31 QIA 2_1-_4, aggregated: Frequency of site visits for personal reasons per device category; Base (weighted): online users, n=681 See full list of items in local language here. Usage of other Google products (at least once a month)
  • 32. SLIDE Google Confidential and Proprietary Social networks are more likely to be used on a smartphone TNS/Google (2014): Connected Consumer Study – Results Portugal 32 QIA 2_1/_3: Frequency of site visits for personal reasons per device category; Base (weighted): online smartphone users and PC users, n=288; online PC users and smartphone users, n=367; See full list of items in local language here. Product usage on PC and smartphone* PC use Smartphone use *Products below the line are more used on PC, above more on smartphones YouTube Google NET Facebook Amazon Google + Google Play Google Hangout Google News Google Maps Google Drive Google Docs / Spreadsheats ebay Skype Apple Store, e.g. iTunes Store, App Store Google Search 0% 50% 100% 0% 50% 100%
  • 33. SLIDE Google Confidential and Proprietary Home Internet Connectivity What sort of Internet connections do people have / use? TNS/Google (2014): Connected Consumer Study – Results Portugal 33
  • 34. SLIDE Google Confidential and Proprietary 21% 51% 6% 11% 11% 78% connect via broadband TNS/Google (2014): Connected Consumer Study – Results Portugal 34 Q10: What type of internet connection is your main internet connection at home? Base (weighted): online users, n=681 Fixed-line broadband connection via DSL (e.g. ADSL, VDSL or XDSL) Fixed-line broadband connection via TV cable Other fixed-line broadband connection Fixed-line dial-up connection via standard analog or ISDN telephone line Mobile data connection (eg UMTS/3G/4G/LTE) via mobile network provider Main Internet connection @ home
  • 35. SLIDE Google Confidential and Proprietary 85% of all broadband users connect via wireless TNS/Google (2014): Connected Consumer Study – Results Portugal 35 Q11: Do you have a Wifi network or Wireless LAN (WLAN) at home, so that you can connect enabled electronic devices wirelessly to your home network or the Internet? Base (weighted): Base (weighted): online users / broadband users, n=473 85% Wifi/WLAN @ home
  • 36. SLIDE Google Confidential and Proprietary 88% of all tablet users connect via Wifi TNS/Google (2014): Connected Consumer Study – Results Portugal 36 Q11: Do you have a Wifi network or Wireless LAN (WLAN) at home, (…)? Base (weighted): online users on smartphone, n=312; online users on tablet, n=190 Wifi / mobile network usage at home by device 78% 88% 56% 20%
  • 37. SLIDE Google Confidential and Proprietary Relevance of traditional media How is TV used today and how relevant are new technologies, such as “Smart TV“? TNS/Google (2014): Connected Consumer Study – Results Portugal 37
  • 38. SLIDE Google Confidential and Proprietary 93% use “regular“ TV TNS/Google (2014): Connected Consumer Study – Results Portugal 38 QTV2: Television programs can be watched in a variety of different ways, thinking about the last month have you watched TV programmes… Base (weighted): TV users, n=970 Recorded TV program 19% TV content streamed online 18% Regular TV 93% Way of watching TV programs
  • 39. SLIDE Google Confidential and Proprietary 9% 18% 24% 55% 9% watch TV via satellite TNS/Google (2014): Connected Consumer Study – Results Portugal 39 QTV1: How do you receive the TV signal in your home? Base (weighted): TV users, n=970 Via satellite via a TV-cable service via a terrestrial broadcast signal TV signal reception @ home Via IPTV service
  • 40. SLIDE Google Confidential and Proprietary 15% have an Internet enabled TV TNS/Google (2013/2014): Connected Consumer Study – Results Portugal 40 QTV5: Is one or more TV sets in your home Internet enabled? Base (weighted): TV users, n=970 15% Internet enabled TV sets at home
  • 41. SLIDE Google Confidential and Proprietary 49% use Internet services on their Internet enabled TV TNS/Google (2014): Connected Consumer Study – Results Portugal 41 QTV6b: Thinking about the past month – how often did you use Internet services, e.g. browsing websites, on your Internet enabled TV? Base (weighted): “Smart TV“ owner, n= 147 Usage of Internet services on Internet enabled TV last month 49%
  • 42. SLIDE Google Confidential and Proprietary 50% of all TV & online users connect to the Internet while watching TV TNS/Google (2014): Connected Consumer Study – Results Portugal 42 50% 50% QTV4c_1: And during the time you were watching TV in the past month, did you go online through another device (e.g. computer, smartphone, tablet)? Base (weighted): TV&Online Users, n=602 / 3-Screener, n=137 69% 31% TV & online users* 3-Screener** Simultaneous online usage while watching „regular“ TV *TV & Online users: TV Users who also use the Internet for personal reasons regardless of the number of devices they use **3-Screener: TV Users who also use the Internet for personal reasons and use at least three Internet enabled devices
  • 43. SLIDE Google Confidential and Proprietary If present, PCs are used most often to go online while watching TV 70% 35% 20% 58% 54% 48% 0% 20% 40% 60% 80% 100% PC Smartphone Tablet TV & online users 3-Screener & TV & online users* TNS/Google (2014): Connected Consumer Study – Results Portugal 43 Parallel device usage while watching TV QTV4d: When you think about the last time you were using the Internet while you were watching TV (…). Which of the following devices did you use for going online in this situation?; Base (weighted): TV&Online Users, n=602 / 3-Screener, n=137 *TV & Online users: TV Users who also use the Internet for personal reasons regardless of the number of devices they use **3-Screener: TV Users who also use the Internet for personal reasons and use at least three Internet enabled devices
  • 44. SLIDE Google Confidential and Proprietary Most PC users multiscreen while watching TV TNS/Google (2014): Connected Consumer Study – Results Portugal 44 Last time when using the Internet and watching TV at the same time… QTV4d: When you think about the last time you were using the Internet while you were watching TV (…). Which of the following devices did you use for going online in this situation? Base (weighted): „regular“ TV users who also use the Internet for personal reasons, with PC: n=342, with smartphone: n=242, with tablet: n=147 49% of all smartphone users have used their smartphone* * 48% of all tablet users have used their tablet*** 72% of all PC users have used their PC* *Base: PC users **Base: smartphone users **Base: tablet: users
  • 45. SLIDE Google Confidential and Proprietary 92% of all parallel Internet usage is not related to the TV program 45 QTV4e: Still thinking about the last time you were using the Internet while you were watching TV (…): What you were doing online in this situation – was this related in any way to the TV program you were watching in parallel? Bases (weighted): „regular“ TV users who also use the Internet for personal reasons, n=602 Parallel Internet usage while watching TV – Program related usage TNS/Google (2014): Connected Consumer Study – Results Portugal
  • 46. SLIDE Google Confidential and Proprietary Technology Attitudes How do people perceive new opportunities that are provided by the Internet? TNS/Google (2014): Connected Consumer Study – Results Portugal 46
  • 47. SLIDE Google Confidential and Proprietary 41% see themselves as technologically advanced TNS/Google (2014): Connected Consumer Study – Results Portugal 47 Technology attitudes of online users (1) QTAS1: To what extent do you agree or disagree with the following statements? Base (weighted): online users, n=681 Top-2-Boxes : Strongly Agree / Agree 64% 60% 44% 47% 47% 54% 37% 36% 45% 33% 40% 63% 29% 28% 51% 19% 23% 50% I see myself as being technologically advanced I am often showing other people how to do things online New technologies offer more opportunities than risks 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Total: 41% Total: 41% Total: 51%
  • 48. SLIDE Google Confidential and Proprietary 13% prefer to buy things online TNS/Google (2014): Connected Consumer Study – Results Portugal 48 Technology attitudes of online users (2) QTAS1: To what extent do you agree or disagree with the following statements? Base (weighted): online users, n=681 Top-2-Boxes : Strongly Agree / Agree 48% 83% 19% 70% 41% 83% 21% 74% 29% 77% 8% 72% 32% 77% 8% 70% 17% 70% 5% 63% 24% 60% 7% 65% I often post content online When I need information, the first place I look is the Internet I prefer to buy things online Using the Internet is fun to me 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Total: 34% Total: 77% Total: 13% Total: 70%
  • 49. SLIDE Google Confidential and Proprietary 64% prefer to do things digitally TNS/Google (2014): Connected Consumer Study – Results Portugal 49 Technology attitudes of online users (3) QTAS1: To what extent do you agree or disagree with the following statements? Base (weighted): online users, n=681 Top-2-Boxes : Strongly Agree / Agree 58% 81% 65% 59% 81% 66% 58% 87% 59% 62% 79% 67% 59% 87% 61% 46% 79% 59% The Internet helps me to stay in touch with more people than by phone or seeing them in person Computer and internet skills are key qualifications in almost every profession If I have the opportunity to do a task digitally, I prefer doing it that way 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Total: 58% Total: 82% Total: 64%
  • 50. SLIDE Google Confidential and Proprietary Total: 94% care about data protection TNS/Google (2014): Connected Consumer Study – Results Portugal 50 Technology attitudes of online users (4) QTAS1: To what extent do you agree or disagree with the following statements? Base (weighted): online users, n=681 Top-2-Boxes : Strongly Agree / Agree 60% 91% 42% 95% 39% 98% 33% 93% 33% 94% 24% 90% I trust that my personal information is not being misused on the Internet Data privacy and data protection are very important to me personally 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Total: 40% Total: 94%
  • 51. SLIDE Google Confidential and Proprietary 70% say that smartphones are useful TNS/Google (2014): Connected Consumer Study – Results Portugal 51 QUTAUTa _1-_3, QUTAUTb _1-_3: Acceptance and use of smartphones Base (weighted): all respondents, n=1,000 Attitudes towards smartphones 53% say that they intend to use smartphones in the future 70% say that smartphones are useful 51% say that using smartphones is fun 21% say that smartphones are reasonably priced 33% say that “people who are important to me think that I should use a smartphones ” 32% say that smartphones are easy to use
  • 52. SLIDE Google Confidential and Proprietary 36% say that tablets are easy to use TNS/Google (2014): Connected Consumer Study – Results Portugal 52 QUTAUTa _1-_3, QUTAUTb _1-_3: Acceptance and use of tablets Base (weighted): all respondents, n=1,000 Attitudes towards tablets 52% say that they intend to use tablet in the future 76% say that tablets are useful 59% say that using tablets is fun 32% say that tablets are reasonably priced 32% say that “people who are important to me think that I should use a tablet” 36% say that tablets are easy to use
  • 53. SLIDE Google Confidential and Proprietary User Profiles How can users of different online services be characterized? TNS/Google (2014): Connected Consumer Study – Results Portugal 53
  • 54. SLIDE Google Confidential and Proprietary 82% watch video content online Multiscreen Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 54 Base (weighted): Users of internet enabled devices from at least 2 categories (PC category, smartphone, tablet) Other activities and products: usage at least once a month 45% 55% 45% have kids 47% are aged between 16 and 34 years € 33% have a high income 26% have a high education 87% use a smartphone 49% use a tablet 98% use a PC Ø 3.7 internet enabled devices 16% use a handheld game device 4% use an eReader 69% listen to music online use 85% 24% use use 13% use 23% 91% use a regular TV 84% use social networks 31% use use 31% 90% use 43% do online gaming 33% purchase online
  • 55. SLIDE Google Confidential and Proprietary Online Video Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 55 Base (weighted): online video users (at least once a month) Other activities and products: usage at least once a month 23% 75% listen to music online use 87% use use 14% use 23% 85% use social networks use 32% 94% use 33% purchase online 44% 56% 45% have kids 51% are aged between 16 and 34 years € 32% have a high income 25% have a high education 66% use a smartphone 38% use a tablet 98% use a PC Ø 3.2 internet enabled devices 15% use a handheld game device 4% use an eReader 91% use a regular TV 27% use 44% do online gaming
  • 56. SLIDE Google Confidential and Proprietary Social Network Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 56 Base (weighted): social network users (at least once a month) Other activities and products: usage at least once a month 70% listen to music online use 97% 20% use use 13% use 20% use 29% 89% use 28% purchase online 49% 51% 47% have kids 49% are aged between 16 and 34 years € 28% have a high income 24% have a high education 65% use a smartphone 37% use a tablet 98% use a PC Ø 3.1 internet enabled devices 16% use a handheld game device 3% use an eReader 92% use a regular TV 26% use 45% do online gaming 81% watch video content online
  • 57. SLIDE Google Confidential and Proprietary Online Game Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 57 Base (weighted): online game users (at least once a month) Other activities and products: usage at least once a month 79% listen to music online use 93% 24% use use 15% use 25% use 35% 93% use 33% purchase online 49% 51% 46% have kids 54% are aged between 16 and 34 years € 25% have a high income 18% have a high education 66% use a smartphone 43% use a tablet 99% use a PC Ø 3.3 internet enabled devices 20% use a handheld game device 3% use an eReader 90% use a regular TV 30% use 86% watch video content online 91% use social networks
  • 58. SLIDE Google Confidential and Proprietary Online Banking Users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 58 Base (weighted): online banking users (at least once a month) Other activities and products: usage at least once a month 66% listen to music online use 83% 25% use use 16% use 27% use 38% 89% use 45% 55% 46% have kids 58% are aged between 25 and 44 years € 40% have a high income 32% have a high education 69% use a smartphone 45% use a tablet 99% use a PC Ø 3.4 internet enabled devices 14% use a handheld game device 5% use an eReader 93% use a regular TV 29% use 84% use social networks 84% watch video content online 45% do online gaming 41% purchase online
  • 59. SLIDE Google Confidential and Proprietary Online Shopper ... TNS/Google (2014): Connected Consumer Study – Results Portugal 59 Base (weighted): online shoppers (at least once a month) Other activities and products: usage at least once a month video users (at least once a month) 78% listen to music online 85% use 32% use 26% use 42% use 40% use 96% use 44% 56% 46% have kids 55% are aged between 16 and 34 years € 42% have a high income 36% have a high education 78% use a smartphone 51% use a tablet 99% use a PC Ø 4.0 internet enabled devices 20% use a handheld game device 8% use an eReader 91% use a regular TV 35% use 84% use social networks 95% watch video content online 49% do online gaming
  • 60. SLIDE Google Confidential and Proprietary Searcher for Online Product Information... TNS/Google (2014): Connected Consumer Study – Results Portugal 60 Base (weighted): online searchers (at least once a month) Other activities and products: usage at least once a month 72% listen to music online use 85% 23% use use 15% use 23% use 31% 89% use 46% 54% 46% have kids 52% are aged between 25 and 44 years € 32% have a high income 27% have a high education 64% use a smartphone 38% use a tablet 98% use a PC Ø 3.2 internet enabled devices 15% use a handheld game device 4% use an eReader 92% use a regular TV 27% use 83% use social networks 83% watch video content online 42% do online gaming 33% purchase online
  • 61. SLIDE Google Confidential and Proprietary Google users ... TNS/Google (2014): Connected Consumer Study – Results Portugal Base (weighted): Google users (at least once a month) Other activities and products: usage at least once a month 67% listen to music online use 83% 20% use use 13% use 21% use 32% 88% use 45% 55% 43% have kids 45% are aged between 16 and 34 years € 31% have a high income 28% have a high education 64% use a smartphone 36% use a tablet 98% use a PC Ø 3.2 internet enabled devices 15% use a handheld game device 5% use an eReader 92% use a regular TV 27% use 82% use social networks 80% watch video content online 42% do online gaming 30% purchase online
  • 62. SLIDE Google Confidential and Proprietary YouTube users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 62 Base (weighted): YouTube users (at least once a month) Other activities and products: usage at least once a month 73% listen to music online use 88% 22% use use 13% use 22% use 31% 47% 53% 47% have kids 50% are aged between 16 and 34 years € 30% have a high income 25% have a high education 65% use a smartphone 38% use a tablet 98% use a PC Ø 3.2 internet enabled devices 16% use a handheld game device 4% use an eReader 91% use a regular TV 26% use 84% use social networks 43% do online gaming 30% purchase online
  • 63. SLIDE Google Confidential and Proprietary Google PLAY users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 63 Base (weighted): Google Play users (at least once / month) Other activities and products: usage at least once a month 91% watch video content online 77% listen to music online use 88% 29% use use 22% use 34% 91% use social networks use 55% 97% use 52% do online gaming 42% purchase online 41% 59% 44% have kids 28% are aged between 16 and 24 years € 35% have a high income 23% have a high education 86% use a smartphone 51% use a tablet 97% use a PC Ø 3.9 internet enabled devices 20% use a handheld game device 7% use an eReader 91% use a regular TV
  • 64. SLIDE Google Confidential and Proprietary Google+ users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 64 Base (weighted): Google+ users (at least once / month) Other activities and products: usage at least once a month 86% use social networks 80% listen to music online use 86% 26% use use 18% use 30% 95% use 49% 51% 46% have kids 46% are aged between 16 and 34 years € 37% have a high income 31% have a high education 71% use a smartphone 43% use a tablet 97% use a PC Ø 3.6 internet enabled devices 20% use a handheld game device 6% use an eReader 88% use a regular TV 45% use 88% watch video content online 51% do online gaming 39% purchase online
  • 65. SLIDE Google Confidential and Proprietary Google Maps users ... TNS/Google (2014): Connected Consumer Study – Results Portugal 65 Base (weighted): Google Maps users (at least once / month) Other activities and products: usage at least once a month 76% listen to music online use 84% 27% use use 20% use 32% use 35% 94% use 41% 59% 43% have kids 53% are aged between 16 and 34 years € 38% have a high income 35% have a high education 71% use a smartphone 44% use a tablet 99% use a PC Ø 3.6 internet enabled devices 17% use a handheld game device 6% use an eReader 92% use a regular TV 32% use 85% use social networks 90% watch video content online 45% do online gaming 42% purchase online
  • 66. SLIDE CONTACTS: THANK YOU! Google Confidential and Proprietary ingoknuth@google.com Title updated in Header&Footer 66
  • 67. SLIDE Google Confidential and Proprietary TNS/Google (2014): Connected Consumer Study – Results Portugal 67 Internet activities: full list of items English version use search engines visit social networks do online gaming watch video content purchase products or services online check my emails look for product information online online banking check news, sports and weather check maps & directions use calendar use translation services listen to music online manage/edit photos online do video telephony / online telephony use cloud services, e.g. store/edit data or documents online read blogs / reviews use price comparison sites write blogs/reviews write comments use chats / instant messaging visit online forums
  • 68. SLIDE Google Confidential and Proprietary 12% 18% 18% 17% 14% 21% 52% 48% 23% 61% 16% 0% 50% 100% TNS/Google (2014): Connected Consumer Study – Results Portugal 68 Base (weighted): all respondents, n=1,000 Sample characteristics (all respondents) Age Gender Education Household Size Employment 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + female male Low Medium High 13% 30% 27% 22% 7% 1% 37% 10% 52% 1% 0% 50% 100% 1 person (only me) 2 persons 3 persons 4 persons 5 or more persons No answer employed position self-employed position no paid work No answer Online Usage 54% 7% 3% 2% 1% 1% 31% 1% 0% 0% 50% 100% Daily 2-6 times a week Once a week 2-3 times a month Once a month Less than once a month Never DK No answer
  • 69. SLIDE Google Confidential and Proprietary TNS/Google (2014): Connected Consumer Study – Results Portugal 69 Base (weighted): online users (daily – less), n=681 Sample characteristics (online users) 17% 25% 22% 16% 11% 9% 47% 53% 7% 70% 23% 0% 50% 100% Age Gender Education 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + female male Low Medium High Household Size Employment 10% 25% 30% 27% 8% 0% 46% 12% 41% 1% 0% 50% 100% 1 person (only me) 2 persons 3 persons 4 persons 5 or more persons No answer employed position self-employed position no paid work No answer