German Device Owners are Media "Super Consumers"

German device owners are "super consumers" of media content who spend more time online, more money on pay TV subscription services, and are actively involved in second-screen viewing activities, finds a new study into the media consumption of the German market.

It is the first set of results from a three-part study by Rovi Corporation and Decipher Research, exploring connected TV device usage and advanced advertising in Europe’s economic powerhouse. The first phase examines user demographics and device familiarity and usage, and compared the media habits of connected device owners to those of the average German households.

“Connected TV devices are fundamentally changing consumers' media viewing habits and reshaping TV advertising models,” says Jeff Siegel, SVP, Worldwide Advertising, Rovi Corporation. “Our studies will enable German advertising agencies and brand marketers to gain a clearer picture of how connected TV viewing reaches and impacts consumers. Our customers will be able to utilise these platforms to better engage consumers through high-impact campaigns that drive positive brand interaction and measurable results.”

On the specifics, the study identified German connected device owners as primarily males who are more educated and earn more than the German national average; are high consumers of media content who own a number of video-capable gadgets (2.5 times more likely to own a tablet than the national average); more likely to have fast broadband connections with average speeds of 27.7Mbps (63% faster than the national average), and more likely to have a pay TV service in the home.

In terms of connected device feature usage the report finds that as well as using pre-installed TV apps, connected users download an average of 6 additional apps. Unsurprisingly, 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 also noted an appreciation of the ease of use of connected features and the ability to access apps without using a separate device.

In media consumption the study found that connected device households spend on average 3.1 hours a day online at home; over one-half hour longer than the average, and frequently use second screens during TV viewing. Some 67%, for example, have viewed full-length movies via a second screen.

Sites used once a week or more are topped by YouTube (60%) with a number of local media following: Sat.1.tv (38%), ZDF Mediathek (38%), VoxNow (35%), Kabeleins.tv (34%).

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 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 UK. 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.