Serbia css 2017 (final)

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THE ONLINER – A VIP FOR MARKETERS

Serbia

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INTERNET USAGE

Internet usage is still growing slightly and is now close to the saturation point. Underlying developments such as a higher daily reach are stemming from an increased mobile centricity internet access. The advanced ecosystem of connected devices is visible through the average number of those devices used per person. Connected devices affect how the Internet is used; This ‘mobile centricity’ affects almost all types of digital activity and shows that digital user satisfaction depends on a good mobile design.

THE ONLINER

‘The onliner’ as such does not exist. Online is a medium of such immense reach that practically every target group can be found there.

Onliners are often older than many may think intuitively, and many use the Internet several times a day. The Internet is fun for online users, it is a daily-use digital tool and the first place to search for information. Despite the strong use and high importance of the Internet, many onliners still assess their own digital skills fair or poor. However, digital skills are increasingly becoming a key success factor in business and private life. The share of inexperienced users shows the high demand for digital training. Onliners recognize both chances as well as risks of technology and they want to feel secure while using the internet as data protection is really important to them.

THE ONLINER: A VIP FOR MARKETERS

GOOGLE ASSETS

Google search and Google maps as well as YouTube are frequently used destinations, which shows that Google is really a ‘brand for everyone’. In fact, digital activities such as search, looking up directions or watching online video are done frequently as they fit well with the onliners' motivations to come online. Search, online video and maps are mobile centric platforms and onliners are very likely to access them via mobile phone vs. via computer.

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I Online is the place to be

Established medium or emerging trend? Whatever level online usage has reached onliners can’t be taken seriously enough as a marketing-relevant audience

RS 70%

82%

Local population, 16 years and older who use the internet for private purposes

Global* population, 16 years and older who uses the internet for private purposes

Question asked: Q6 [How often do you use the internet for private purposes, if at all?]

Base: Total population 16 years and older // n (Local) = 1,010 // n (Global) = 32,000 Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

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I Onliners are older than many would guess

Contrary to assumptions that online users are young, the age break is quite evenly spread. Online is a medium that allows communication with people of any age.

▇ 65+ years ▇ 55 - 64 ▇ 45 - 54 ▇ 35 - 44 ▇ 25 - 34 ▇ 20 - 24 ▇ 16 - 19

Age distribution of local private online users 16 years and older

Question asked: Q1 [How old are you?]

Base: Private onliners 16 years and older // n (Local) = 706 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

Age distribution of global private online users 16 years and older

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I Different motivations drive internet usage

Internet usage is driven by fun, need for information and it’s usefulness in daily life; hence: it is indispensable. Some are driven to actively contribute with own content.

▇ Local ▇ Global % of onliners who strongly agree or agree to the following statements

I often post content online (contributors) I often show other people how to do things online When I need information, the first place I look is the Internet Using the Internet is fun to me

If I have the opportunity to do a task digitally, I prefer doing it that way 0%

25%

50%

75%

100%

Question asked: QTAS1 [To what extent do you agree or disagree to the following statements, 5-point scale (‘strongly agree’ to ‘strongly disagree’), Top2 codes shown] Base: Private onliners 16 years and older // n (Local) = 706 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

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I Internet usage happens very frequently Digital offers an ongoing dialog with onliners on a day-by-day basis - ideal requirements for programmatic, moments-based biddings.

Local

84%

Percentage of onliners who access the internet on a daily basis

Global 87% Question asked: Q6 [How often do you use the internet for private purposes, if at all?]

Base: Local onliners 16 years and older // n (Local) = 706 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

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I Massive daily use of silver surfer above 55 years

68

% of

local onliners 55+ use the internet daily

Question asked: Q6 [How often do you use the internet for private purposes, if at all?]

Base: Online users 55 years and older // n (Local) = 132 Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

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I Mobile phones are relevant access points

Internet usage has become mobile-centric – a relevant underlying development of internet usage.

Device-level internet access of local onliners 16 years and more More often via computer/ tablet than smartphone

Equally via computer and tablet/ smartphone

Device-level internet access of global onliners 16 years and more More often via smartphone than computer/ tablet

Question asked: Q16_1_3 [How often do you use the internet - through your web browser or apps - for personal reasons on (the devices you use), in a normal month?]

Base: Online users 16 years and older // n (Local) = 706 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

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I Digital activities are diverse

Search is the universal access to any kind of information, and thus a strong driver for internet usage.

⏛ Monthly usage ⏛ Daily usage

Use search engines Visit social networks Check email Play games

Watch online videos Purchase products / services Look for product information Look up maps and directions

Listen to music 0%

25%

50%

Question asked: QIA1_N [How often do you do the following activities online, via any device, via app or browser?]

Base: Online users 16 years and older // n (Local) = 706 Source: Connected Consumer Study 2017

75%

100%

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I Online shopping is relevant

Online shopping has become a huge opportunity and is in itself a driver for internet usage.

RS 36% Local onliners, 16 years and older who shop online

Question asked: QIAPURCHASE_N [How often do you purchase or order the following products or services online, via any device, via app or browser ?]

Base: Online users 16 years and older // n (Local) = 706 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

59% Global onliners, 16 years and older who shop online

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I Online shopping is diverse

Some products are bought online more-so than others which shows that the ecommerce opportunity has yet to be fully leveraged.

â–‡ Local â–‡ Global % of onliners who buy these products or services below at least one time per month

Purchase or order physical products online

Order or subscribe to services

Buy online or mobile tickets

Order food online 0%

10%

20%

30%

40%

50%

Question asked: QIAPURCHASE_N [How often do you purchase or order the following products or services online, via any device, via app or browser ?]

Base: Online users 16 years and older // n (Local) = 706 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

60%

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I Use of connected devices

The ecosystem of connected device is diverse, spurred by the multiple usage per individual.

Number of Connected Devices (local)

2.4

2.9

Number of Connected Devices (Global)

Co-usage: Smartphone AND Desktop devices

69%

74%

Co-Usage: Smartphones AND desktop devices

Question asked: Q12Nv1 (Q13) [How often do you use the following devices, if at all? (How many of each of those devices do you use?).] It is a combination of usage question Q12Nv1 and the number of devices Q13. Included devices: Smartphone, Desktop computer, Laptop or Notebook, Netbook, Tablet, Portable media player, eReader, Digital device that can stream content from the internet on your TV, Smart Speaker, Apps on Smart TV. Base: Total population 16 years and older // n (Local) = 1,010 // n (Global) = 32,000; Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

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I 63% of the local population now uses a smartphone

Question asked: Q12Nv1 [Question Text: Which, if any, of the following devices do you currently use?]

Base: Total population // n (Local) = 1,010 Source: Connected Consumer Study 2017

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I Mobile internet is attractive for many Onliners of all age groups now access the internet via smartphones

100%

% of onliners accessing the internet via their smartphone, by age

80%

60%

40%

20%

0%

16-24 years

25-34 years

35-44 years

Question asked: Q16_1_3 [How often do you use the internet - through your web browser or apps – for personal reasons on (the devices you use), in a normal month?]

Base: Private onliners 16 years and older // 16-24 y n = 120 // 25-34 y n = 156 // 35-44 y n = 167 //45-54 y n = 132 // 55 y and older n = 132 Source: Connected Consumer Study 2017

45-54 years

55 years and older

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I Mobile centricity affects online video

Mobile technology changes the way online video content is watched: increasingly via smartphones.

2013

2017

11%

53% Share of onliners 16 years and older who watch online videos at least as frequently via smartphone as via desktop devices

Question asked: QIA1_1-3 [How often do you watch online videos, by device] Base: Private onliners 16 years and older // 2013 n = 531 // 2017 n = 706 Source: Connected Consumer Study 2017

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I Mobile centricity affects search

And also, it influences the way onliners search for information: increasingly via smartphones.

2013

2017

22%

57% Share of onliners 16 years and older who use search engines at least as frequently via smartphone as via desktop devices

Question asked: QIA1_1-3 [How often do you use search engines (like Google search or Bing), by device] Base: Private onliners 16 years and older // 2013 n = 531 // 2017 n = 706 Source: Connected Consumer Study 2017

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I Young & older people watch digital TV Whilst usage is higher in younger audiences, digital TV is relevant across age groups 100%

Linear TV usage

% of people watching linear TV or digital TV, by age

Digital TV usage

Online video usage

80%

60%

40%

20%

0%

16-24 years

25-34 years

35-44 years

Question asked: QTV8_1-8 [How often did you watch TV via any of the following options within the past month?]

Base: Total population 16 years and older // 16-24 y n = 121 // 25-34 y n = 160 // 35-44 y n = 173 //45-54 y n = 163 // 55 y and older n = 394 Source: Connected Consumer Study 2017

45-54 years

55 years and older

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I Screen stacking & how it’s related to TV Shared attention is a new challenge for TV as people split their attention by going online

41%

Share of people 16 years and older who go online parallel to TV (‘screen stacking’)

Question asked: QTV4c2016 and QTV4e [And while you were watching TV in the past month, how often did you go online in parallel through another device (e.g. computer, smartphone, tablet)? // Was your internet usage related to the TV program you watched that time?]

Base: Total population 16 years and older 2017 n = 1,010// ‘Screen stackers’ 16 years and older 2017 n = 410 Source: Connected Consumer Study 2017

80%

Share of parallel online usage that is unrelated to the TV program

among those who go online while watching TV

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I Screen stacking across age groups Screen stacking occurs across different age groups and is not limited to younger audiences 100%

% of people doing screen stacking (=internet usage while watching TV), by age

80%

60%

40%

20%

0%

16-24 years

25-34 years

35-44 years

Question asked: QTV4c2016 [And while you were watching TV in the past month, how often did you go online in parallel through another device (e.g. computer, smartphone, tablet)? // Was your internet usage related to the TV program you watched that time?]

Base: Total population 16 years and older // 16-24 y n = 121 // 25-34 y n = 160 // 35-44 y n = 173 //45-54 y n = 163 // 55 y and older n = 394 Source: Connected Consumer Study 2017

45-54 years

55 years and older

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TV behaviour is evolving and we can now identify 3 pillars of content consumption: linear TV, digital TV and online video. The linear TV screen is no longer the main focus for the viewer- it is increasingly shared between TV and online.

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