INSIGHTS 2018 Device usage

Transcription

1 INSIGHTS 2018 Device usage Sweden Norway Finland

2 03 Editorial 05 Number of devices CONTENTS 15 Device penetration 30 Smart speakers 35 About the study 2 AudienceProject Insights 2018

3 Is this the end of the computer? The mobile penetration has now exceeded the computer penetration EDITORIAL There was a time when (almost) every home had a computer. Now, we are seeing a steady decline of the once dominant hardware of the digital age - the good old computer. Instead, the smartphone is taking its place as the most widespread device in the homes and hands of the and Nordic markets. Over the last three years, we have run our device study and introduced a new device each year - and this year is no exception. This year, the smart speaker is the new kid on the block. And in the, the smart speaker has already gained a greater reach than both the smartwatch and VR - our last two new device inclusions. Whereas VR has lost traction in the and only a small increase in penetration in other markets, the smart speaker is fast becoming a staple in the home technology stack for the three big markets in our report. The differences in market maturity between the, and, compared to the Nordics, is obvious when looking at the high penetration of Amazon in the former markets and Sonos in the latter. In the Nordics, smart speakers are mainly used for their core purpose - music - whereas smart speakers are used for a multitude of non-music tasks in the Amazon-adopted markets. Rune Werliin VP, Marketing & Professional AudienceProject AudienceProject Insights

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5 NUMBER OF DEVICES New devices keep being introduced making us more connected than ever before. Today, people have access to an average of more than 7 devices with internet access and in some countries, the number is even higher. The tops the list with the average American having access to 8.5 devices. AudienceProject Insights

6 Average number of devices in American households [ How many devices do Americans on average have in their households? ] 0,38 8,54 0,83 0,29 0,11 1,44 2,1 1,36 2,03 Computer Tablet Mobile Smart TV Video game console Smartwatch Virtual reality device Smart speaker Total 6 AudienceProject Insights 2018

7 Average number of devices in British households [ How many devices do Britons on average have in their households? ] 0,73 0,19 0,05 0,2 7,94 1,25 2,32 1,49 1,71 Computer Tablet Mobile Smart TV Video game console Smartwatch Virtual reality device Smart speaker Total AudienceProject Insights

8 Average number of devices in German households [ How many devices do Germans on average have in their households? ] 0,42 0,14 0,03 0,15 6,3 0,91 2,01 0,94 1,7 Computer Tablet Mobile Smart TV Video game console Smartwatch Virtual reality device Smart speaker Total 8 AudienceProject Insights 2018

9 Average number of devices in Danish households [ How many devices do Danes on average have in their households? ] 0,44 0,09 0,04 0,13 6,83 1,09 2,04 1,08 1,92 Computer Tablet Mobile Smart TV Video game console Smartwatch Virtual reality device Smart speaker Total AudienceProject Insights

10 Average number of devices in Swedish households [ How many devices do Swedes on average have in their households? ] 0,52 0,15 0,02 0,13 7,29 0,77 2,37 1,16 2,17 Computer Tablet Mobile Smart TV Video game console Smartwatch Virtual reality device Smart speaker Total 10 AudienceProject Insights 2018

11 Average number of devices in Norwegian households [ How many devices do Norwegians on average have in their households? ] 0,73 0,23 0,04 0,01 7,96 1,20 2,27 1,31 2,18 Computer Tablet Mobile Smart TV Video game console Smartwatch Virtual reality device Smart speaker Total AudienceProject Insights

12 Average number of devices in Finnish households [ How many devices do Finns on average have in their households? ] 0,56 0,14 0,04 0,06 7,09 0,92 2,23 1 2,14 Computer Tablet Mobile Smart TV Video game console Smartwatch Virtual reality device Smart speaker Total 12 AudienceProject Insights 2018

13 Average number of devices in different household sizes [ How many devices do people on average have in their households? ] Household size of 1 3,6 3,7 4,0 4,1 4,5 4,3 4,5 Household size of 2 5,9 6,4 6,4 6,4 6,9 6,8 7,5 Sweden Norway Finland Household size of 3 7,4 8,3 8,4 8,8 9,0 8,8 9,4 Household size of 4 9,4 10,4 10,4 11,0 11,4 11,5 12,4 Household size of 5 9,3 12,4 12,1 12,0 12,8 13,2 13,4 AudienceProject Insights

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15 DEVICE PENETRATION The computer, tablet and mobile penetration is more or less stable even though the mobile penetration has now exceeded the computer penetration. However, we see the biggest increases in the smart tv and smartwatch penetration, which on average is now more than 60% and 10%, respectively. AudienceProject Insights

16 Computer penetration in households [ How many have access to a computer in their household? ] 89% 84% 91% Sweden Norway Finland 91% 92% 93% 94% 16 AudienceProject Insights 2018

17 Development in computer penetration [ How has the computer penetration developed? ] % 89% 85% 84% Sweden Norway Finland 91% 98% 98% 95% 91% 98% 97% 95% 92% 97% 96% 94% 93% 97% 96% 95% 94% AudienceProject Insights

18 Tablet penetration in households [ How many have access to a tablet in their household? ] 71% 76% 61% Sweden Norway Finland 62% 68% 72% 64% 18 AudienceProject Insights 2018

19 Development in tablet penetration [ How has the tablet penetration developed? ] % 71% 74% 76% 61% Sweden Norway 62% 69% 69% 70% 66% 71% 68% 68% 72% 75% 76% 72% Finland 59% 59% 63% 64% AudienceProject Insights

20 Mobile penetration in households [ How many have access to a mobile in their household? ] 86% 93% 90% Sweden Norway Finland 93% 97% 97% 94% 20 AudienceProject Insights 2018

21 Development in mobile penetration [ How has the mobile penetration developed? ] % 86% Sweden Norway Finland 90% 93% 90% 93% 94% 93% 98% 92% 93% 96% 97% 92% 93% 96% 97% 96% 98% 93% 94% AudienceProject Insights

22 Smart TV penetration in households [ How many have access to a smart TV in their household? ] 66% 66% 56% Sweden Norway Finland 63% 53% 72% 61% 22 AudienceProject Insights 2018

23 Development in smart TV penetration [ How has the smart TV penetration developed? ] 56% 66% 59% 66% 56% 60% 63% Sweden 48% 53% Norway 63% 72% Finland 51% 61% AudienceProject Insights

24 Video game console penetration in households [ How many have access to a video game console in their household? ] 44% 42% 26% Sweden Norway Finland 28% 35% 42% 37% 24 AudienceProject Insights 2018

25 Development in video game console penetration [ How has the video game console penetration developed? ] % 46% 42% 45% 26% 27% 30% 28% Sweden 27% 32% 35% Norway 31% 40% 42% Finland 35% 36% 37% AudienceProject Insights

26 Smartwatch penetration in households [ How many have access to a smartwatch in their household? ] 18% 13% 12% Sweden Norway Finland 6% 10% 15% 10% 26 AudienceProject Insights 2018

27 Development in smartwatch penetration [ How has the smartwatch penetration developed? ] % 18% 11% 13% 12% 3% 5% 6% Sweden 4% 8% 10% Norway 5% 12% 15% Finland 4% 7% 10% AudienceProject Insights

28 Virtual reality device penetration in households [ How many have access to a virtual reality device in their household? ] 7% 5% 2% Sweden Norway Finland 3% 2% 3% 3% 28 AudienceProject Insights 2018

29 Development in virtual reality device penetration [ How has the virtual reality device penetration developed? ] 7% 8% 5% 5% 2% 2% 3% Sweden 1% 2% Norway 3% 3% Finland 1% 3% AudienceProject Insights

30 SMART SPEAKERS The smart speaker is the new kid on the block in terms of connected devices being available. Despite this, the smart speaker has already been widely adopted. Especially in the, smart speakers have quickly become a part of the homes, while the Nordics are still lagging behind. 30 AudienceProject Insights 2018

31 Smart speaker penetration in households [ How many have access to a smart speaker in their household? ] 23% 14% 10% Sweden Norway Finland 6% 8% 1% 4% AudienceProject Insights

32 Amazon dominates the smart speaker market [ Which smart speaker(s) do people have in their household? ] Amazon Echo Google Home Sonos One Harman Kardon Invoke Apple HomePod Amazon Tap Essential Home Invoxia Triby Other 71% 28% 7% 4% 6% 9% 4% 3% 6% 75% 13% 10% 0% 2% 0% 0% 0% 5% 63% 23% 5% 3% 1% 1% 0% 0% 7% 10% 7% 41% 5% 3% 1% 1% 2% 18% Sweden 3% 6% 34% 8% 6% 6% 3% 2% 27% Norway 22% 37% 9% 0% 0% 0% 0% 0% 37% Finland 2% 18% 11% 9% 6% 0% 3% 0% 30% 32 AudienceProject Insights 2018

33 Smart speakers are primarily used for playing music [ What purposes are smart speakers used for? ] Playing music / radio / podcasts / audiobooks Receiving weather, traffic or other real time information Receiving Calendar Setting alarms Home automation To-do lists Phone calls Grocery shopping Other news updates appointments 85% 67% 56% 46% 32% 33% 30% 28% 26% 5% 86% 54% 43% 37% 23% 24% 23% 8% 12% 5% 82% 59% 58% 49% 27% 32% 30% 16% 15% 5% 85% 15% 16% 12% 8% 5% 9% 8% 4% 3% Sweden 88% 9% 11% 13% 5% 5% 5% 9% 2% 4% Norway 60% 41% 49% 20% 29% 22% 7% 0% 3% 7% Finland 83% 4% 11% 3% 7% 3% 4% 9% 1% 3% AudienceProject Insights

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35 Methodology The study is a part of AudienceProject Insights Data is collected through online surveys done in Q The respondents have been selected from our Nordic, German, and panels consisting of more than 1.5 million panelists and weighed to achieve representativity on the more than respondents who completed the survey. ABOUT THE STUDY Editor & Data Rune Werliin rw@audeinceproject.com Text & Design Martin Kokholm mk@audienceproject.com Contact hello@audienceproject.com About AudienceProject AudienceProject is a marketing technology company founded in and operational worldwide. Based on its proprietary tech stack and more than 1.5 million panelists worldwide, AudienceProject helps brands, agencies and publishers identify, target and validate audiences. Website #apinsights2018 AudienceProject Insights

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