Um estudo da Google e da TNS sobre o consumidor conectado para Portugal.
Sabiam que...
✔ 68% dos portugueses está online.
✔ 19% dos portugueses compra online através do seu smartphone.
✔46% tem pelo menos 2 dispositivos.
✔ 62% a penetração de smartphones entre os 25-34 anos.
✔ 64% dos portugueses prefere fazer coisas de forma digital.
✔ 96% dos compradores online portugueses utilizam o YouTube e 78% tem um smartphone.
✔ 41% dos utilizadores de serviços bancários online faz compras online, 40% tem um elevado rendimento e 89% utiliza o YouTube.
É caso para dizer, "Negócios com vida... Digital!" by L4D Web Agency - Live4Digital (Parceiros Google Partners)
Nota: Divulgação autorizada pela equipa Google/Google Portugal
ChistaDATA Real-Time DATA Analytics Infrastructure
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
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2. SLIDE
Google Confidential and Proprietary
TNS/Google (2014): Connected Consumer Study – Results Portugal
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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
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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
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*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
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(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
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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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8. SLIDE
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
9. SLIDE
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
10. SLIDE
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
11. SLIDE
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
12. SLIDE
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
13. SLIDE
Google Confidential and Proprietary
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
14. SLIDE
Google Confidential and Proprietary
Smartphone usage increases 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
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
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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
16. SLIDE
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*
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
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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.
18. SLIDE
Google Confidential and Proprietary
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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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
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20. SLIDE
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%
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
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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%
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
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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
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
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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%
24. SLIDE
Google Confidential and Proprietary
1% use the Internet only on a smartphone
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
1%
25. SLIDE
Google Confidential and Proprietary
26% purchase online, 73% use online video
TNS/Google (2014): Connected Consumer Study – Results Portugal
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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
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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
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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
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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
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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
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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
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
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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