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TAM Ireland Viewing Habits May 2015

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

REPORT HIGHLIGHTS ….. if you only have 2 minutes 1.

217 minutes of A/V content is watched in a day by the typical viewer.

2.

The TV set remains at the heart of A/V consumption:

3.

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

‒

92% viewed A/V on a TV yesterday

‒

The TV set accounts for 181 (83%) of the 217 minutes consumed in an average day

‒

80% of all A/V is viewed on a TV set at home.

Viewing A/V on another device (not a TV) is broadly unchanged – 36 minutes per day in 2015 compared to 37 minutes per day in 2014.

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REPORT HIGHLIGHTS ….. if you only have 2 minutes 4.

Mobile’s share of minutes (and to a lesser extent Tablet and Games Console) appears to be gaining in popularity while the shares for Desktop and Laptop decline.

5.

Live TV, as a share of all minutes, is still the most popular format by far. Other formats (such as Recorded TV, On Demand, Netflix / Apple TV) have grown.

6.

Consumers are social networking while watching A/V (7%) but we are more likely to be talking or eating! Some things never change.

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

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Research Methodology 4

● In home, face-to-face survey with 1,000 audio-visual content viewers. ● The sample excluded those who had not viewed any audio-visual content yesterday.

● Fieldwork conducted 23rd February - 15th March, 2015. ● Comparisons have been made to the 2012 and 2014 survey results.

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Research Methodology – Audio-Visual Content Defined ● For the purposes of this study, audio-visual content was defined to participants by interviewers as: “Any moving, audible material presented on a screen of any kind, including regularly scheduled (live) and pre-recorded (time shifted) TV shows or programs, short-form video clips, music videos, movies, box sets, DVD/VCR etc.” ● Interviewers confirmed understanding of ‘audio-visual content’ before progressing with the survey.

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

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Legends 6

Television Set

At Own Home

Live TV

Laptop

Someone Else’s Home

Recorded TV

Desktop Computer

Commuting

Tablet

At Work

STAND ALONE

Standalone online video service (Apple TV, iTunes, Netflix)**

DVD Mobile Phone

Games Console*

Socially

Public Space

From TV Broadcast Players & Pay Per View Movies*** Short Form Video (e.g. You Tube, Facebook etc.)

Out Of Home Screen School/College Digital Player (Apple TV) *Games console as used for viewing audio-visual content not game playing **Stand Alone is a new definition included in 2015. ***Definition for On Demand changed in 2015.

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Any other downloaded audiovisual content from internet Pay Per View Sports (Temporary)

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Our Changing World

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Press Refresh 8

CONTEXT

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

The Majority of Consumers Now Own A Smartphone CONTEXT “The global decline in sales of laptops and desktops is nothing new, and Gartner today forecast a 6% drop in 2014 compared to 2013, and another decline of 5% in 2015”

Source: Ipsos MRBI/JNLR 2010-2013 © Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

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The Impact of Technology Is Decelerating - Social Networking Is Plateauing CONTEXT

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

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The Importance of TV in Our Lives Has Climbed Over the Past 25 Years

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CONTEXT

% Agreeing “ I would definitely miss TV if it was gone” 2012 1987

PVR

Netflix

34%

On demand

55%

Home cinema/ surround sound

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Large screen Flat screen

UHD

Source: Ipsos MRBI Irish Attitudes & Values Survey

More channels

Polarising The Audio-visual Experience 12

1980’s

TV screens getting bigger

1990’s

2000’s

2010’s

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Device (of choice) screens getting smaller

An Aging Population Population Pyramids – 2011 & 2046

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CONTEXT 95+ 90-94 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 10-14 5-9 0-4

Males

2046 2011

-300

-200

-100

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

0

In 2046 there will be almost as many 70+ year olds as there are 15-34’s today

95+ 90-94 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 10-14 5-9 0-4

Females

0

100

200

300

Older Consumers Still Not Comfortable With Computers

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CONTEXT

Computer Literacy 55+ Year Olds (Source: Ipsos MRBI Attitudes & Values Survey 2012)

Very

Fairly

Not Very

Not At All

• 12%

• 23%

• 22%

• 42%

26% of 60-74 year olds use the internet daily/almost every day (Source: Eurostat 2014) © Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Working Longer Hours – Less Time for A/V 15

CONTEXT

2014

2013

2012

2011

2010

2014 vs. 2010

Employed (000’s)

1,939

1,909

1,848

1,848

1,857

+4%

Income Tax (Billions €)

17.16

15.76

15.18

13.80

11.28

+52%

 Higher taxes  Better at collecting taxes  Salary increases

 More people working  Workers working longer hours

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Technology Profile – Yesterday Activities Q. Q.

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Which of the following activities did you participate in yesterday? Which of the following, if any, did you do online yesterday?

59% accessed the internet yesterday (85% amongst 15-24 yrs)

98% were A/V viewers yesterday (99% in 2014)

46%

10% listened to an 37%

iPod/MP3 yesterday

Base: All Respondents 15+: 917 © Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Reasons for Not Viewing A/V Content Yesterday “I wasn’t there in the morning, then I had to go into work – I didn’t get home until 12”

“Too busy – reading a book” “I was working a 14hour shift” “I was in hospital” “I had other things to do – I am writing a thesis

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“I was working all day & evening”

“I was having a chill-out day, also busy with lambing on the farm”

“I’m working and on a course so had no time to watch TV or any format yesterday”

“Too busy with family chores” “Busy with work – don’t like TV” “Working by day, (taking) a journey after work – returning home very late” “I was having a party in home” Base: All Those Who Did Not View Audio Visual Content Yesterday: 22*

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

“I don’t watch anything during the weekdays”

“Too busy” (x 5) “I was working” (x 2) “I don’t have time” “I was sick with a migraine headache”

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Respondent Based Findings

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

Any Other Device 19

All Media Types

75%

All AB’s, located in Dublin 48% All ABs

45%

All ABC1s

38%

All Adults Aged 15+

30%

© Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

92% Of Irish Adults Watched A/V On A TV Yesterday 20 Q.1

Which of the following devices (including devices which were either connected directly to your TV set or standalone) did you use to view audio/visual content on yesterday?

On A TV Set 97%

95%

On Other Device In Addition To TV Set

Only On Other Device (Not TV Set)

92%

15+ 27%

23%

15%

2012

2014

2015

2012

2014

Base: All Respondents 15+: 917 © Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

2015

3%

5%

2012

2014

8% 2015

Mobile Set To Take Over Laptop As The Most Popular Device For A/V Q.1

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Which of the following devices (including devices which were either connected directly to your TV set or standalone) did you use to view audio/visual content on yesterday?

TV Laptop

2015

Mobile

92%

Tablet Games Console

15% 14%

7% 3%

Out of Desktop Home Screen

2%

Digital Player

1%

1%

2014

95%

18%

13%

8%

2%

5%

1%

1%

2012

97%

10%

6%

2%

2%

2%

1%

*

Base: All Respondents 15+: 917 © Ipsos MRBI 15-010110/TAM Ireland Viewing Habits

*