Driving digital entertainment innovation, Rovi Corporation (NASDAQ: ROVI) and Decipher Research, a leading media strategy and research company, today released the phase one results of a three-part study exploring connected TV device usage and advanced advertising in Germany. The first phase looked at user demographics, device familiarity and usage, and compared the media habits of connected device owners to those of the average German households. The study found connected device owners were super consumers of media content that spend more time online, more money on Pay TV subscription services, and are actively involved in second-screen viewing activities – including a large percentage who have used secondary devices to search online for information related to what they are viewing on TV.
The first phase of the German study was conducted as an online survey involving 500 connected TV device (Samsung TV or Blu-ray® Disc player) owners. The German study is a component of Rovi's comprehensive evaluation and analysis of connected TV device owners and advanced advertising worldwide. Rovi has already collected and released key findings of similar studies conducted in the U.S., Canada, and the United Kingdom. The second and third phases of the German study, expected to be complete in the fourth quarter, will assess interactive advertising awareness and effectiveness on connected devices.
“Connected TV devices are fundamentally changing consumers’ media viewing habits and reshaping TV advertising models,” said Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation. “As they have for Rovi customers in the US and elsewhere in Europe, our studies will enable German advertising agencies and brand marketers to gain a clearer picture of how connected TV viewing reaches and impacts consumers. Armed with these insights, our customers will be able to utilize these platforms to better engage consumers through high-impact campaigns that drive positive brand interaction and measurable results.”
Connected device owners are:
• primarily males (71%), who are more educated and earn more than the German national average;
• high consumers of media content who own a number of video-capable gadgets (2.5x more likely to own a tablet than the national average);
• more likely to have fast broadband connections with average speeds of approximately 27.7Mbps, which is 63% faster than the national average;
• more likely to have a Pay TV service in the home; for example, 19% of connected device owners have Sky versus a national average of 9%;
• enthusiastic about technology, with 67% indicating they keep up-to-date with the latest technology developments, and 45% stating they are the first of their friends to buy new technology.
Connected Device Feature Usage
• 80% of device owners use connected features;
• as well as using pre-installed TV apps, connected users download an average of 6 additional apps;
• in terms of the context of usage, content is a key driver with 38% of users accessing the connected features to explore content to watch, schedule TV viewing (31%), or to find specific programmes (24%);
• users noted they appreciated the ease of use of connected features and the ability to access apps without using a separate device;
• 16% of connected owners indicated they’ll spend less time on the internet because they can now access apps on the TV, while 13% indicated connected features will prompt them to watch more TV.
Connected device households:
• spend on average 3.1 hours a day online at home; over one-half hour longer than the average German consumer
• frequently use second screens during TV viewing; respondents that indicated using secondary screen ‘all’ or ‘most of the time’ while watching TV accessed the second screen on:
o Tablets (51%)
o Smartphones (49%)
o Laptops (40%)
• have used a second screen to search online for information related to what they are viewing on TV (79%)
• have viewed full-length movies via a second screen (67%) while 66% have viewed video clips
• are highly active consumers of online content with consumption being the greatest for video-related sites. Sites used once a week or more:
o YouTube (60%)
o Sat.1.tv (38%)
o ZDF Mediathek (38%)
o VoxNow (35%)
o Kabeleins.tv (34%).
In Europe, the Rovi Advertising Network enables advertisers to deliver highly scalable, measurable, and interactive campaigns on connected TV devices. The Rovi Ad Network has placements on a range of connected TVs and Blu-ray Disc players including new and in-market models from Samsung, Panasonic, and Toshiba. Used by leading brands including BT, Honda, Channel 4, Ladbrokes, Red Bull Media House, and Twentieth Century Fox, the Rovi Advertising Network allows marketers to reach TV viewers at a point of high receptivity - intersecting their quest to find their next content to view.
About Rovi Corporation
Rovi (rovicorp.com) powers the discovery, delivery, display and monetization of digital entertainment. With innovative technology solutions for consumer electronics manufacturers, service providers, content producers, advertisers, retailers and websites, Rovi connects people and the entertainment they love. The company holds approximately 5,200 issued or pending patents worldwide and is headquartered in Santa Clara, California.
Forward Looking Statements
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