KPMG Consumer and Convergence 5 Study Russia Report

Transcription

1 KPMG Consumer and Convergence 5 Study Russia Report October 2011

2 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 1

3 Demographics (1/3) S1. Do you have access to and use the following? S2. Which of the following best describes your current employment status? Gadget Usage Employment Status Desktop computer Mobile phone 91% 91% 9% 6% 3% 6% 2% Laptop/notebook computer MP3 or portable music player 56% 67% 4% 7% 62% Smartphone Video gaming console Tablet computer 8% 17% 35% Employed full time Employed part time Employed but work from home (full time or part time) Self-employed Full time stay at home parent or caregiver Full time student Retired Not employed Not working, receiving other benefits Figures do not add up to 100% because multiple responses were allowed 2

4 Demographics (2/3) S3. Are you: S4. How old are you? Gender Age 14% 1% 20% 5% 50% 50% 30% 30% Male Female years old years old years old years old years old 65 years old or above 3

5 Demographics (3/3) Q40. Please indicate your total annual household income Income 20% 18% 11% 12% 8% 10% 11% 3% 2% 2% 2% 2% 4

6 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 5

7 Landline Telephone Connection (1/2) Q1. Do you have a landline telephone connection? Q2. Please let us know why you have a landline connection Landline Telephone Connection Reasons for a Landline Connection By habit More cost effective for some/all services 44% 57% 12% 88% For an internet connection A landline feels more reliable 19% 26% To be able to use a fax machine 16% For security reasons 10% Yes No Wireless coverage/infrastructure is limited 9% In preparation for new services such as IPTV 6% Others 5% n=263 Figures do not add up to 100% because multiple responses were allowed 6

8 Landline Telephone Connection (2/2) Q3. Within the next 12 months do you plan to eliminate your landline telephone connection and use your mobile phone only Landline Connection to Mobile Phone 23% 77% Yes No n=263 7

9 Mobile Service Provider Q4. What would drive you to change your mobile service provider? Please rate the importance of each of the following factors in driving your decision. Use a 1-5 scale where 1=not important at all and 5=very important. Factors Driving Change in Mobile Service Provider Mean Price 5% 4% 15% 14% 62% 4.2 Quality of customer service 6% 6% 22% 23% 43% 3.9 Quality of network/coverage 6% 6% 19% 18% 51% 4.0 Access to exclusive content/services 28% 20% 32% 12% 8% 2.5 Opportunity to bundle services 21% 18% 33% 18% 10% 2.8 Opportunity to unbundle services 21% 16% 34% 19% 10% 2.8 Device (phone) selection 36% 13% 31% 11% 9% 2.4 Ability to use mobile phone outside my country 24% 12% 24% 19% 21% 3.0 If you changed or lost your job 40% 9% 24% 13% 14% 2.5 Others (n=3*) 33% 33% 33% 3.7 Not important at all Very important I don t have a mobile phone = Yes (0%) No (100%) *Low base findings are directional in nature 8

10 Internet Service Provider Q5. What would drive you to change your internet service provider? Please rate the importance of each of the following factors in driving your decision. Use a 1-5 scale where 1=not important at all and 5=very important. Factors Driving Change in Internet Service Provider Mean Price 3% 3% 10% 18% 66% 4.4 Quality of customer service 3% 2% 14% 21% 60% 4.3 Quality of network/coverage 3% 3% 11% 15% 68% 4.4 Access to exclusive content/services 17% 11% 34% 20% 17% 3.1 Opportunity to bundle services 13% 14% 35% 20% 17% 3.1 Opportunity to unbundle services 15% 13% 35% 22% 16% 3.1 To change type of service provided 12% 10% 29% 20% 29% 3.4 Length of contract 23% 14% 32% 13% 19% 2.9 Not important at all Very important 9

11 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 10

12 TV Programs and Movies Mode of Viewership and Payment Q6. How do you view most of your TV programs and movies? And do you pay for it? Mode of Viewership Payment Base Download online and view later 78% 32% 68% 235 When broadcasted on TV 68% 27% 73% 204 At the cinema/movie theatre 66% 87% 13% 198 Cable 64% 75% 25% 193 Terrestrial (e.g., through antennae or arials) 54% 37% 63% 162 Internet streaming 54% 37% 63% 162 Rent/buy a physical DVD from a retail store/ outlet 43% 75% 25% 128 Satellite 37% 51% 49% 111 IPTV (internet protocol TV) 30% 36% 64% 89 Rent/buy a physical DVD via mail order 24% 38% 62% 71 On demand 23% 35% 65% 69 I do not watch TV programs/movies 2% 0% Yes No Figures do not add up to 100% because multiple responses were allowed 11

13 Plan to Eliminate Home TV Service Within Next 12 Months Q7. Do you plan to eliminate your TV service (cable, satellite or IPTV) at home within the next 12 months? Plan for Eliminating Home TV Service Q8. Why do you plan to eliminate your home TV service (cable, satellite or IPTV)? Reasons for Eliminating Home TV Service Happy with video content available on internet 85% 4% Do not watch enough TV 69% 91% 4% Service doesn t allow me to pay just for the channels I want 31% Service is not valuable for the money 31% Yes No I do not subscribe to a TV service at home Kids out of household/change in household composition Others 8% 8% n=13* Figures do not add up to 100% because multiple responses were allowed *Low base findings are directional in nature 12

14 Watching Programs/Movies Preferred Medium Q9. Given the choice, how would you prefer to watch TV programs/movies? Preferred Medium of Watching Programs/Movies 72% 65% 19% 11% On a TV set Online via laptop/personal computer On the move, via smartphone/tablet/games console No preference Figures do not add up to 100% because multiple responses were allowed 13

15 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 14

16 Time Spent Online and Preferred Device Used (1/2) Q10. Excluding time spent for work and/or school, approximately how many hours per day do you spend on each activity? What is your preferred device when conducting the activity? Time Spent (in hrs/day) Preferred Device Used Base Accessing maps/directions 77% 1% 8% 3% 1% 11% 75% 16% 5% 4% 267 Accessing news and information 36% 45% 3% 13% 2% 1% 82% 4% 6% 8% 297 Banking/Personal finance 58% 12% 8% 2% 1% 20% 88% 7% 3% 3% 240 Browsing the web/internet 8% 27% 32% 13% 18% 1% 94% 3% 1% 2% 298 Chatting or instant messaging 37% 23% 19% 5% 9% 7% 79% 16% 5% 1% 280 ing 32% 35% 15% 7% 10% 1% 87% 7% 5% 1% 297 Education/training/webinars 48% 15% 1% 11% 3% 21% 93% 2% 4% 1% 236 Playing games 42% 18% 13% 7% 5% 14% 86% 9% 4% 1% hour 1-2 hours 2-3 hours 3-4 hours 4 hours or more None Personal computer Mobile phone Tablet Other device 15

17 Time Spent Online and Preferred Device Used (2/2) Q10. Excluding time spent for work and/or school, approximately how many hours per day do you spend on each activity? What is your preferred device when conducting the activity? Time Spent (in hrs/day) Preferred Device Used Base Reading a book 44% 23% 11% 6% 4% 12% 66% 14% 10% 10% 264 On-line shopping 52% 26% 1% 8% 2% 11% 93% 2% 4% 268 Researching products/services 38% 36% 16% 3% 3% 4% 93% 4% 2% 1% 289 Social networking 39% 25% 13% 8% 6% 9% 88% 6% 6% 1% 272 Accessing web-based services 54% 9% 6% 2% 1% 28% 88% 6% 5% 2% 215 Voice conversations 53% 22% 8% 3% 5% 9% 75% 20% 4% 1% 273 Watching TV programs/movies 33% 29% 17% 7% 6% 9% 85% 4% 1% 11% hour 1-2 hours 2-3 hours 3-4 hours 4 hours or more None Personal computer Mobile phone Tablet Other device 16

18 Online Content Payment Behavior (1/3) Q12. What type of content do you currently pay for? Q11. Do you currently pay to access content on any websites that you visit? Q14. If an online or mobile content site you frequently visit begins charging for access to content, would you be willing to pay to gain access to the content? Type of Content Paid For Video 52% Pay for Online Content Willingness to Pay to Access Online Content Music Books Games Business news Dating sites 40% 38% 36% 25% 23% No, I would not be willing to pay for access to the site content and would look for the same or similar content elsewhere through a free site 61% Local/National news International news Sports/Leisure 22% 18% 17% 26% 74% Yes, if it is important to me and not available anywhere else for free 37% Editorial/Opinion 14% Photography Travel Arts/Culture 14% 12% 12% Yes No Yes, I would be willing to pay for access to the content of the entire site 2% Podcasts 8% Others 4% n=77 n=223 Figures do not add up to 100% because multiple responses were allowed 17

19 Online Content Payment Behavior (2/3) Q13. What was your main reason for paying for the content? 56% Reasons for Paying for the Content 29% 25% 1% The content I pay for online is of better quality than comparable free content The same content was not available anywhere else I subscribed to a free trial and then continued to pay Others n=77 Figures do not add up to 100% because multiple responses were allowed 18

20 Online Content Payment Behavior (3/3) Q15. Please select the type of content for which you would be willing to pay, if an online or mobile content site you frequently visit begins charging for access to content Type of Content Willing to Pay Q16. Would you be most likely to pay for content received on your mobile phone, tablet or your personal computer/laptop? Likelihood to Pay for Content on Gadgets Video 60% Books 57% Personal computer/laptop 79% Music 39% Games 24% Business news 18% Mobile phone 21% Editorial/Opinion 17% Local/National news 15% International news 15% Tablet 7% Arts/Culture 15% Sports/Leisure 15% Travel 11% All of the above 8% Dating sites 10% Photography 6% Podcasts Others 5% 2% n=82 None of the above 3% n=87 Figures do not add up to 100% because multiple responses were allowed 19

21 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 20

22 Types and Number of Apps Downloaded (1/2) Q17. What types of apps have you downloaded to your tablet or Smartphone? Approximately how many apps have you downloaded? Type of Apps Downloaded No. of Apps Downloaded Base Games 63% 17% 31% 51% 70 Music 59% 15% 25% 60% 65 Reference 51% 30% 54% 16% 57 Entertainment 50% 24% 40% 36% 55 Maps 50% 53% 36% 11% 55 Productivity 47% 31% 48% 21% 52 Video 46% 27% 43% 29% 51 Social networking 44% 37% 47% 16% 49 Photography 43% 31% 23% 46% 48 Weather 40% 61% 30% 9% 44 Business 35% n=111 51% 33% 15% 1 More than 1 but less than 5 5 or more Figures do not add up to 100% because multiple responses were allowed 39 21

23 Types and Number of Apps Downloaded (2/2) Q17. What types of apps have you downloaded to your tablet or Smartphone? Approximately how many apps have you downloaded? Type of Apps Downloaded No. of Apps Downloaded Base Education 35% 38% 38% 23% 39 Graphics and design 32% 36% 47% 17% 36 Finance 29% 47% 38% 16% 32 News 26% 41% 31% 28% 29* Health and fitness 24% 33% 48% 19% 27* Medical 22% 46% 29% 25% 24* Lifestyle 20% 45% 32% 23% 22* Sports 20% 45% 45% 9% 22* Travel/Utilities 20% 41% 41% 18% 22* Others 2% 100% 2* I have not downloaded any apps 7% n=111 1 More than 1 but less than 5 5 or more Figures do not add up to 100% because multiple responses were allowed *Low base findings are directional in nature 22

24 Percentage of Paid Apps Q18. What percentage of the apps you downloaded did you pay for? Percentage of Paid Downloads 2% 2% 8% 37% 51% 0% 1-25 % 26-50% 51-75% % n=292 23

25 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 24

26 Mobile Device Usage Concerns Q19. When using a mobile device, how concerned are you about each of the following? Please rate as Not concerned, Somewhat concerned or Very concerned. Concerns for Using a Mobile Device Mean The potential for credit card information to be intercepted by an unauthorized party 28% 31% 41% 2.1 The threat of unauthorized parties accessing personally identifiable information 15% 39% 46% 2.3 Receiving unsolicited promotional material 20% 42% 38% 2.2 Not concerned Somewhat concerned Very concerned n=289 I have no data privacy/security concerns = Yes (4%) No (96%) 25

27 Data Privacy and Security Trust Gaining Factors Q20. How important are each of the following in gaining your trust in relation to data privacy and security? Please rate each using a 1-5 scale where 1=not important at all and 5=very important. Better disclosure of privacy/ security measures implemented by service provider Importance of Factors in Gaining Trust with Respect to Data Privacy & Security 5% 7% 25% 27% 36% Mean 3.8 Privacy/security audit by an independent third party or a trust mark 8% 9% 25% 25% 34% 3.7 Brand/reputation of the service provider 6% 6% 30% 27% 30% 3.7 Stronger government regulation 12% 12% 32% 18% 26% 3.3 Others (n=1*) 100% 5.0 Not important at all Very important n=289 *Low base findings are directional in nature 26

28 Online Purchase Trusted Institutions Q21. When making online purchases, who do you trust most to keep your personal and financial data secure? Trusted Areas in Online Purchase 51% 35% 7% 5% 2% Financial institution (i.e. bank) Secure internet payment system (i.e. PayPal) Online retailer Mobile operator/isp Others 27

29 Personal Information Storage and Device Usage Q22. Do you store your personal information such as s, documents, photos and music on the web (for example, on social networking sites, photo management or sharing sites, web-based providers)? Personal Information Stored on Web Q23. What device do you use the most frequently to access web-based services? Device Used for Accessing Web-based Services Personal computer 96% 31% 69% Smartphone 14% Tablet 10% Yes No Others 2% n=208 Figures do not add up to 100% because multiple responses were allowed 28

30 Information Type Stored on the Web and Willingness to Pay Q24. What type of information would you be prepared to store on the web (e.g. on the server of the service provider)? And would you be willing to pay for such a service? Type of Information Stored on Web Willingness to Pay Base Photos 87% 21% 79% 180 correspondence 86% 18% 82% 178 Videos 66% 22% 78% 138 Contact/address book information 53% 20% 80% 110 Travel reservations 37% 31% 69% 77 Banking information 27% 50% 50% 56 Personal medical information 26% 41% 59% 54 Credit card information 25% 44% 56% 52 Investment and other financial information 23% 32% 68% 47 Others (n=204) 0% 0% n=208 Yes No Figures do not add up to 100% because multiple responses were allowed 29

31 Reasons for Not Using Web-based Services Q25. What is the main reason you do not use web-based services? Reasons for Not Using Web-based Services 51% 45% 41% 29% 5% 0% Concerned about the security of my data Concerned about the ability to retrieve my data Concerned about the privacy of my data No need for such services Not aware of such services Others (n=90) n=92 Figures do not add up to 100% because multiple responses were allowed 30

32 Personal Information Likelihood of Storing on Web & Medical Information Access on Mobile Device Q26. In the future, how likely would you be to store your personal information such as s, documents, photos and music on the web - for example on social networking sites, photo management or sharing sites, web-based providers? Likelihood of Storing Personal Information on Web Q27. Would you like to be able to access your personal medical information on your mobile device? Preference for Medical Information on Mobile Very likely 29% 4 19% 69% 3 2 Not likely at all 24% 11% 18% 31% Mean=3.3 Yes No 31

33 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 32

34 Advertising Online and Mobile Q28. Please rate your level of agreement with the following statements on a scale of 1-5, where 1 means strongly disagree and 5 means strongly agree. Personal Computer vs. Mobile Device Q29. I would be willing to receive advertising on my mobile device for cheaper/free. Willingness to Receive Advertising on Mobile Device When accessing online content/services on a personal computer, I am willing to receive advertising in exchange for lower prices or free content/services 19% 12% 22% 20% 28% Mean 3.3 Rated 3/4/5 Retail discounts Entertainment Information services 60% 52% 43% When accessing online content/services on my mobile device, I am willing to receive advertising in exchange for lower prices or free content/services 21% 12% 22% 22% 24% 3.2 Basic services Business applications 36% 32% Strongly disagree Strongly agree None of the above 11% Others (n=202) 0% n=203 Figures do not add up to 100% because multiple responses were allowed 33

35 Advertising Preference and Degree of Willingness to be Tracked Q30. What advertising do you prefer to receive on your mobile device or personal computer? Advertisement Preference on Mobile/Personal Computer Q31. How willing are you to allow your online usage pattern and personal profile information to be tracked for advertisers if this results in lower costs or free contents? Willingness to be Tracked for Advertising 10% 14% Very willing 37% 47% Somewhat willing 53% 39% Not at all willing Generic advertising Advertising tailored to your interest and activities I don t want to see any advertising 34

36 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 35

37 Retail Outlets Services Used on Smartphone or Tablet Q32. When shopping at retail outlets, which of the following services have you used on your smartphone or tablet? Services Used on Smartphone/Tablet while Shopping at Retail Outlets 51% 37% 36% 22% 20% 14% 12% 13% Researching products and services Locating nearest stores Sharing views through social media Payment via mobile device Online coupons Scanning barcodes with your smartphone for product information Mobile gift cards Others Figures do not add up to 100% because multiple responses were allowed 36

38 Factors Influencing Shopping Pattern of Products/Services Q33. When buying products or services, how influenced are you by each of the following? Please rate on a 1-5 scale where 1=not influenced at all and 5=very influenced. Factors Influencing Purchase of Products/Services Mean Blogs, chatrooms and third-party rating sites 27% 10% 25% 22% 16% 2.9 Third party product comparison sites 23% 16% 30% 21% 10% 2.8 Manufacturer or store customer feedback and ratings page 17% 11% 28% 28% 16% 3.1 Manufacturer or store website 14% 13% 33% 25% 14% 3.1 Specific product or service fan page (i.e. on Facebook) 37% 20% 26% 11% 6% 2.3 Discount voucher sites (such as voucher cloud and Groupon) 35% 19% 24% 12% 10% 2.4 Social networks (Facebook, Twitter) 36% 22% 24% 10% 8% 2.3 Not inflenced at all Very influenced 37

39 Shopping Pattern Online vs. Stores Q34. How likely are you to buy each of the following online rather than in a store? Please rate on a scale of 1 4 where 1 is Not likely, 2 Somewhat likely, 3 Likely, 4 Very Likely. Shopping Online vs. Shopping in Stores Mean Clothing, footwear and accessories 40% 29% 17% 15% 2.1 Physical CDs, DVDs, books, video games 23% 26% 26% 25% 2.5 Furniture and décor 54% 29% 12% 6% 1.7 Luxury goods 69% 19% 5% 6% 1.5 Electronics 25% 28% 27% 20% 2.4 Flights/vacation 15% 20% 29% 36% 2.9 Toys 30% 30% 20% 20% 2.3 Food and groceries 65% 17% 11% 7% 1.6 Other household products 22% 44% 18% 16% 2.3 Not likely Somewhat likely Likely Very likely 38

40 Online Transactions Preferred Method of Payment Q35. When making purchases online, what is your preferred method of payment? Preferred Method of Payment for Online Transactions 47% 39% 32% 26% 22% Credit card PayPal Wire transfer Check or money order transfer Others (n=263) 0% Figures do not add up to 100% because multiple responses were allowed 39

41 Contents Slide 1. Demographics [02] 2. Staying Connected [06] 3. TV and Movie Viewing Habits [11] 4. Content [15] 5. Apps [21] 6. Security/Privacy [25] 7. Online and Mobile Advertising [33] 8. Shopping Preferences [36] 9. Payments and Banking [41] 40

42 Banking Through Mobile Devices Q36. Does your current bank offer banking through mobile devices? Current Bank Offering Mobile Banking Q38. How willing would you be to use your mobile phone as a wallet? Please rate your preparedness level on a 1-5 scale where 1=Not willing at all and 5=Very willing. Willingness to Use Mobile Phone as a Wallet 22% 16% Very willing 24% 4 11% 67% 29% 9% % Not willing at all Yes No I don't know Mean=3.0 41

43 Mobile Banking Usage Q37. Have you used mobile banking in the last six months? Q39. What is the main reason you have not conducted any banking through a mobile device in the past six months? Mobile Banking Usage Reason for Not Using Mobile Banking Yes, almost daily 6% I prefer banking on my computer or in the branch 58% Yes, about once a week 18% Concerns over security/privacy Cost 29% 38% Yes, about once a month 17% Inconvenience 22% Yes, a few times in the last six months 10% Technology is not user-friendly 20% Yes, once in the last six months 7% Screen size My Bank does not offer it 18% 14% No 42% Connection/reception stability 12% Overall user experience 8% n=125 Figures do not add up to 100% because multiple responses were allowed 42

44 Thank You

45 2011 KPMG International Cooperative ( KPMG International ), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International").