Consumer Insights YouGov Omnibus, 5 th -6 th April 2018 research@iabuk.net
Methodology asked a series of questions to consumers to support the release of the Full Year 2017 Adspend Report Quantitative method: Sample: Dates: online omnibus 2,080 GB online adults, aged 18+ weighted to represent the GB adult population. 5 th -6 th April 2018.
Connected Devices
The average household owns 7.2 connected devices Average number of devices owned: Smartphone 1.8 Connected TV 0.7 VR Headset 0.1 Laptop 1.3 Desktop 0.6 Home Monitoring Tech 0.1 Tablet 1.2 Smartwatch 0.2 Other internet connected / smart appliance 0.1 Games Console 0.8 Home Voice Tech 0.2 Thinking about the devices that you personally own and those owned by other members of your household (i.e. not including those provided by work)... How many of each of the following devices, if any, do you/ your household currently own in total? (Please select one option on each row) Base: All GB Adults Online (2080)
44% say their smartphone is their most used device Most used personal device: 50% 45% 40% 35% 30% 25% 15% 5% 0% 44% 14% 13% 4% 2% 1% Smartphone Laptop Tablet Desktop Standard TV Smart TV Games Console Which ONE of the following devices do you personally use the most? Base: All GB Adults online with devices listed in their household (2077)
Younger age groups are much more likely to use their smartphone the most Most used personal device: 90% 80% 70% 60% 50% 40% 30% 0% 77% 67% 44% 12% 13% 14% 13% 5% 1% All 18-24 25-34 8% 4% 4% 1% 0% 2% 0% 2% 1% 1% 2% Smartphone Laptop Tablet Desktop Standard TV Smart TV Games Console Which ONE of the following devices do you personally use the most? Base: All GB Adults online with devices listed in their household (2077)
Smartphone Activities
Accessing social media and reading news / articles were two of the most common smartphone activities in the last year Activities on smartphone in the last year: 80% 70% 60% 50% 72% 70% 61% 52% 40% 30% 28% 27% 21% 19% 18% 0% Accessed social media websites/ apps Read news/ articles Shopped online Compared products/ read reviews Viewed 'stories' Read a blog Learnt a new skill Listened to a podcast Watched a vlog Which, if any, of the following activities have you done on your smartphone in the last year (i.e. since April 2017)? (Please select all that apply) Base: All GB smartphone owners online (1768)
Younger age groups are more likely to use a diverse range of activities on smartphone, including viewing stories and watching a vlog Activities on smartphone in the last year: 100% 90% 80% 70% 60% 50% 40% 30% 0% 72% 86% 82% Accessed social media websites/ apps 61% 78% 77% 79% 76% 70% Shopped online Read news/ articles All 18-24 25-34 28% 67% 45% Viewed 'stories' 52% 64% 65% Compared products/ read reviews 27% 47% 47% 41% Read a blog 18% 29% Watched a vlog 37% 39% 21% 19% Learnt a new skill 33% 31% Listened to a podcast Which, if any, of the following activities have you done on your smartphone in the last year (i.e. since April 2017)? (Please select all that apply) Base: All GB smartphone owners online (1768)
Listening to podcasts, viewing social media stories and leaning a new skill online were the top three activities done more on smartphone in the past year Activities done more or less on smartphone in the last year: Do More Do Less 50% 45% 40% 35% 30% 25% 15% 5% 0% 43% 42% Listened to a podcast 36% 12% 13% 14% Viewed 'stories' Learnt a new skill 31% 30% 7% Read news/ articles 11% Shopped online 28% 27% 27% 21% Watched a vlog 14% 8% Accessed Compared social media products/ websites/ read reviews apps 18% Read a blog For the following question, please think about activities on your smartphone...would you say you currently do each of the following more or less now compared to a year ago (i.e. April 2017), or about the same amount? Base: All GB smartphone owners online who have done this activity (1245)
Viewing more stories, listening to podcasts more and reading more news / articles are all higher amongst younger audiences Activities done more on smartphone in the last year: 18-24 25-34 35-44 45-54 55+ 60% 56% 50% 40% 30% 51% 48% 48% 35% 34% 31% 43% 28% 26% 43% 31% 26% 27% 30% 0% Viewed 'stories' Listened to a podcast Read news/ articles For the following question, please think about activities on your smartphone...would you say you currently do each of the following more or less now compared to a year ago (i.e. April 2017), or about the same amount? Base: All GB smartphone owners online who have done this activity (1245)
Online Video & Devices
Short clips were the most common form of online video watched on any device in the past 6 months Online video watched on any device in the past 6 months: Short Clips Television Programmes Films 74% 72% 66% (73% 2017) (69% 2017) (63% 2017) For the following questions, by "watching online videos", we mean watching short clips (e.g. YouTube, music videos, clips within Facebook/ news articles, etc.), television programmes (e.g. iplayer, 4OD, etc.) and films (e.g. Netflix, Amazon Prime, etc.) over the internet through a device, but that are not downloaded onto a device before watching Which, if any, of the following devices have you watched online videos on (i.e. short clips, programmes, films) in the last six months (i.e. since October 2017)? (Please select all that apply in each column) Base: All GB Adults online who own or have access to the devices listed (2076 in 2018) (1996 in 2017)
A range of devices are used to watch online video, including longer form video content Device watched online video on in the past 6 months: Short Clips Television Programmes Films 74% 72% 66% On any device On any device On any device Television 16% Television 57% Television 53% Games Console 5% Games Console 7% Games Console 7% Desktop 18% Desktop Desktop 7% Tablet 31% Tablet 21% Tablet 14% Laptop 34% Laptop 25% Laptop Smartphone 50% Smartphone 17% Smartphone For the following questions, by "watching online videos", we mean watching short clips (e.g. YouTube, music videos, clips within Facebook/ news articles, etc.), television programmes (e.g. iplayer, 4OD, etc.) and films (e.g. Netflix, Amazon Prime, etc.) over the internet through a device, but that are not downloaded onto a device before watching Which, if any, of the following devices have you watched online videos on (i.e. short clips, programmes, films) in the last six months (i.e. since October 2017)? (Please select all that apply in each column) Base: All GB Adults online who own or have access to the devices listed (2076),
Younger audiences are the most likely to watch online video on smartphone Watched online video on smartphone in the past 6 months: Short Clips Television Programmes Films 50% 17% Watch on smartphone Watch on smartphone Watch on smartphone Male 52% Male Male Female 48% Female 15% Female 9% 18-24 78% 18-24 38% 18-24 17% 25-34 69% 25-34 30% 25-34 17% 35-44 63% 35-44 28% 35-44 14% 45-54 50% 45-54 14% 45-54 55+ 28% 55+ 4% 55+ 2% For the following questions, by "watching online videos", we mean watching short clips (e.g. YouTube, music videos, clips within Facebook/ news articles, etc.), television programmes (e.g. iplayer, 4OD, etc.) and films (e.g. Netflix, Amazon Prime, etc.) over the internet through a device, but that are not downloaded onto a device before watching Which, if any, of the following devices have you watched online videos on (i.e. short clips, programmes, films) in the last six months (i.e. since October 2017)? (Please select all that apply in each column) Base: All GB Adults online who own or have access to the devices listed (2076)
Responses to Online Ads
Younger audiences are more likely to find out about new products from online ads, and more likely to purchase something mentioned by someone they are influenced by Agree with the following statements: 34% I find out about new products from online adverts 17% I often purchase something after seeing it advertised online I am more likely to buy a product if someone I follow mentions it online Male 32% Male 14% Male Female 36% Female 21% Female 18-24 54% 18-24 27% 18-24 27% 25-34 41% 25-34 27% 25-34 18% 35-44 39% 35-44 22% 35-44 13% 45-54 30% 45-54 16% 45-54 6% 55+ 25% 55+ 55+ 3% To what extent do you agree or disagree with the following statement? Base: All GB Adults Online (2080)
Consumer experience has a big impact on brand love - over 2 in 3 18-24 year olds say a good advert makes them like the brand more Agree with the following statement: Net strongly agree / tend to agree: Male Female 39% 44% 41% 18-24 67% A good advert makes me like the brand being advertised more" 25-34 35-44 45-54 39% 54% 50% 55+ 27% To what extent do you agree or disagree with the following statement? Base: All GB Adults Online (2080)
Data
17% feel comfortable with websites and apps collecting their personal data, whilst 24% said they neither feel comfortable nor uncomfortable about it Some websites and apps collect your personal data (for example data on locations you've been to, websites you've visited, products/ topics you've shown interest in etc.) in exchange for providing you with tailored products, services and advertising... How comfortable, if at all, are you with your personal data being used in this way? Don t know, 2% Comfortable, by demographic: Comfortable, 17% Male Female 15% Uncomfortable, 57% Neither comfortable nor uncomfortable, 24% 18-24 25-34 29% 35-44 22% 45-54 16% 55+ 12% Please read the text below before answering the following question...some websites and apps collect your personal data (for example data on locations you've been to, websites you've visited, products/ topics you've shown interest in etc.) in exchange for providing you with tailored products, services and advertising. How comfortable, if at all, are you with your personal data being used in this way? Base: All GB Adults Online (2080)
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