09-Nielsen-Convergence-Audit

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Communication Trends Highlights from the 2009 Nielsen Convergence AuditIntroductionVOD, DVR, VoIP, FiOS—you may need a dictionary to decipher the acronyms of some of the latest technology advances that have re-defined the media and telecommunications landscape in the U.S. Understanding the media and communications habits of today’s consumers more deeply than the competition offers companies the best way to win in this hyper-competitive, fragmented environment.To understand consumers’ attitudes and behavior towards voice, video and data products, Nielsen conducts one of the largest surveys of its kind—the Nielsen Convergence Audit. The Convergence Audit® is an annual survey that collects more than 32,000 U.S. online and mail respondents. The most notable trends in 2009 include a rise in households who have “cut the cord” by trading their traditional landlines for wireless cellular services and an increase in mobile media device usage among a diverse set of households.Interestingly, in terms of psychographic Cutting the telephone cord Blackberry versus iPhonedifferences, the iPhone household has a While an overwhelming majority, 88%, Nielsen reveals that approximately 15% slight edge over the Blackberry household of U.S. households have a wireless phone of U.S. households own a smart phone. in being the first to seek out the newest in 2009, most still maintain a traditional In spite of the recent sales success of technology. Blackberry households ...

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• Publié par: Pheym
• Nombre de lectures: 38
• Langue: English

Extrait

Communication Trends   Highlights from the 2009 Nielsen Convergence Audit

Introduction   o i—you may need a dictionary to decipher the acronyms of some of the latest technology advances that have redefined the media and telecommunications landscape in the .. nderstanding the media and communications haits of today’s consumers more deeply than the competition offers companies the est ay to in in this hypercompetitive fragmented environment. To understand consumers’ attitudes and ehavior toards voice video and data products Nielsen conducts one of the largest surveys of its ind—the Nielsen Convergence Audit. The Convergence Audit® is an annual survey that collects more than 2000 .. online and mail respondents. The most notale trends in 2009 include a rise in households ho have “cut the cord” y trading their traditional landlines for ireless cellular services and an increase in moile media device usage among a diverse set of households.

Cutting the telephone cord lacerry versus ihone nterestingly in terms of psychographic difference hile an overhelming maority  Nielsen reveals that approimately   s the ihone househo h l o d  u h s a e s h  a o   ld  of .. households have a ireless phone of .. households on a smart phone.  i s n li   g  h ei t  n edg h e e     o fi ver the lacerry  in 2009 most still maintain a traditional n spite of the recent sales success of  techn g t   rst to see out the neest  landline at home. Hoever this is changing. the ihone® the earlier introduction  tend t o o l   o  g a y i .lacerry hou c s h e n h o o l l o ds   is  n the second uarter of 2009 over one in of the lacerry® gives them a higher  t until a ne teg   y o five households reported they are ireless penetration rate of  versus  for the  proven efore  d i   n i ve h s o t n in e  g a .  u H d o ie  n e c verth  cellular only—an increase of  from ihone. iven the high price point of oth    l e a  t c e  c  h e n rr o y l   o a g n y savvy early ado e p s t   e t r e s n  o d f     to  the past year. This increase comes from devices the demographic profile of the  technolo ireless oriented . the tothirds of households ho have lacerry and ihone user loos very  gy and dropped their landlines as ell as from similar—oth appeal to households ith young adults that started ne households higher income and education levels. ith ust a ireless phone service. P h Wireless Cellular Only Penetration sychograp ic Differences (iPhone vs. Blackberry) 21%  prefer o ai unil a ne echnology has 76% 18% been proven in he arke before buying i 15% 15% 79%

2006

2007

2008 2009

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 an he laes echnology regardless of price

 alays see o be he firs o ry ou a ne echnology

 uch ore ineresed in he laes echnology han os people

 like echnology ha reflecs y personal syle 0%

20%

36% 26%

54% 41%

40%

Blackberry households

70% 62%

80% 77% 60% 0%

iPhone households

Households ith lacerry phones  2 and households ith ihone phones  2.

00%

rimary reasons for prepaid phones ost ireless cellular phone users have a postpaid contract ut  of house holds use prepaid phones. This attractive “payasyougo” option offers simplicity and minimal commitment hich are noted as the primary reasons for choosing this type of service plan. Primary Reasons for Prepaid Wireless Cellular Phone Service s S i i m m p p l l e e     t p o l   a u n s / e 14%

No monthly bill

Emergency use only

No lengthy contract

Budget control

For use by child/teenager

Credit issues

Received as a gift

 P p r a e y f   e c r a   s to h 3%

7%

5%

5%

Total sample sie  2.

13%

13%

10%

9%

oile media epansion or many of the moile media devices This year all media player prod ts in  more technologically savvy people drive the maret have seen groth.  u i c ven a groth. Hoever consumers ho are  n less  technology oriented have emraced i ti n o c n re s  a a s n e  d in av t a   ila d  u il c i t t i y o   n p s r  o  t d h u e c s t e     o t p y  pes  gaming devices and use ’s heavily.  of produc   t c s o   s ha r v e e ecome more min urther analysis of the Convergence  a Audit  data usage among to Nielsen stream. ith onethird of households  Conneions lifestage groups—oung  oning gaming devices o® 0  ireless and rugal ols—demonstrates laystation® or ii® and digital video  this trend. recorders  they are ecoming ell estalished products that continue to The Conneions® household segmenta  ehiit healthy yearoveryear groth tion system groups consumers into  rates. roth of portale  music segments ased on voice video and players ithout video capailities data consumption as ell as consumer  leveled off in 2009 at 2. Adoption of  technology adoption or Technodoption. other alternative media player products The  Conneions segments fit ithin is still in the early stages although 0 lifestage groups ased on the comi  all have ehiited groth this year. nation of technology adoption age and ost notale are devices that offer family structure. video capailities.

Media Player Products Currently in Household o 360  33 Playstation or ii  3  30  32  or io 27 2  8 9 2 Po P rt la a y bl e e r   M i P t 3 h   o M u u t sic 2 2 ideo Caabilities  7

Cellhone with MP3 Music Player Sony PSP or intendo S Portable ae Player Cell Phone with Streain ideo Caabilities Portable MP3 Player (Such as iPod) with ideo Caabilities Total sample sie  2.





20  2 8 7   8 2 3 8  2 0

2009

2008

2007

2006

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TheYoung & Wirelessgroup consists mostly of young upscale singles and couples ho set trends and love technology. These households adore ireless devices and connect to the nternet y cell phone laptop and handheld devices lie ihones and lacerries. any gave up their landline telephones—if they ever had them for — cell phones ith  and video players. They suscrie to a  ut use it less heavily as they spend most of their leisure time online donloading music atching streaming video and instantmessaging friends as ell as checing out information aout os cars and apartments. erious music fans they rarely travel ithout their  players or car radios laring. hen it comes to cool technology they on it. ith their more loermiddleclass incomes from luecollar and service industry osFrugal Folksoast more moderate technology tendencies. thnically diverse and idely scattered throughout the euran landscape these Americans spend hat they can on technology to eep their children entertained at home indulging them ith video game consoles and portale game players as ell as educational computer softare. These videofocused households atch their  for more than four hours a day as ell as atching ondemand T. They rent movies at a video store and use their ids’ game systems to atch video content. odest incomes depress technology usage and lead these households on a constant search for cheaper alternatives for phones and the nternet.

ier optic T groth

ier optic Ts continued to gro over the past year ith penetration increasing from  to . ier optic T homes tend to have higher incomes ith almost one in three suscrier households earning 00000 or more compared ith ust  of all other T households. Those sitching to this relatively ne service tend to e early adopters of technology.

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ConneXions Index: Young & Wireless and Frugal Folks

250

200

150

100 lakerr ihone Cord uers Cell hone Cell hone orale gae Video gae DVR heav ih  ih sreaing laer eg onsole users usi laer video aaili on  or eg Xox 0 hours inedo D lasaion   50 or Wii Young & Wireless Frugal Folks 0



49

999

Fiber Optic TV Subscribers by Income

11499 3% 1 8%

11%

14%

18%

19%

19%

24%

23%

46%

HHs Not Subscribing to Fiber TV HHs Subscribing to Fiber TV

Households not suscriing to ier T  09 and households suscriing to ier T  .

The evolving landscape

The cutthroat telecommunications landscape continues to evolve ith consumers simultaneously deepening their commitment to ireless services and responding to highervalue undles from their ireline cale or telecom provider. The groth of erion’s i and ATT’s verse services underscores the parallel groth of these technologies. Consumers suscriing to ireless cellular services epect not only telephone com munication ut also valueadded features from simple enhancements lie an  player to nternetaccessile smart phones. espite their higher costs smart phones ill continue to gain maret share. The enefits of moile email and the nternet coupled ith improvements in nternet display capailities and netor speed ill continue to drive this trend. imilarly cordcutting households ill continue to gro in numers as consum  ers find ireless cellular service meeting their needs further pressuring the telecommunications landline usiness. repaid cell phones ill also gain as some consumers see the simplicity they offer and others loo for more mini  mal financial commitments during the economic donturn. As a result of these trends traditional ireline telephony has ceased to offer highprofits relialy for telecommunication companies.

Conclusion Advanced services ill continue to transform our lives. As the costs of these services come don more and more con sumers ill purchase devices that connect entertain and inform them at home as ell as hen they are aay from home. To in telecommunication mareters must continue to stress the value of their products eigh the costs and the enefits of each service and each campaign more critically. They must also understand the nuances—and particularly the differences eteen—of the people ho ill ecome their ne customers and those ho com prise their eisting customer ase. Those companies ho can uicly differentiate their customers ill prosper.

assion for precision Nielsen Claritas an industry leader for over  years is the preferred choice of ortune 00 companies ho ish to optimie their customer targeting media strategies and site analysis decisions. Comining the most passionate team of industry eperts ith orldclass data softare and services e deliver solutions that help you identify oth ‘ho’ and ‘here’ your est customers and pros pects are—ith precision.

or more information call 00 29 or visit .nielsen.com.

Aout The Nielsen Company

The Nielsen Company is a gloal informa tion and media company ith leading maret positions in mareting and con sumer information television and other media measurement online intelligence moile measurement trade shos and usiness pulications(Billboard, The Hollywood Reporter, and Adweek). The privately held company is active in more than 00 countries ith headuarters in Ne or A. or more information please visit .nielsen.com.

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