INSIGHTS 2017 - AudienceProject...2016 was named as the year of virtual reality. Tech giants like...

INSIGHTS 2017

Device Usage in the Nordics, UK & US

03 Editorial

04 Number of devices

06 Device penetration

20 Virtual reality

26 About the study

CONTENTS

AudienceProject Insights 2017 2

VR on the rise

We are on the brink of

a new device revolution

2016 was named as the year of virtual reality. Tech giants like HTC,

Oculus, Sony and Google all presented a VR headset making it possi-

ble to explore this new 360° world. In this study, you will see that the

adoption of virtual reality is taking root in the UK and US whereas in the

Nordics it is still just an afterthought.

However, while virtual reality hasn’t gained ground in the Nordics, the

smartwatch has. In the last year, the penetration of smartwatches has

increased massively. Across the Nordics, the smartwatch penetration

has doubled from 2016 to 2017.

The question for the media industry is how these new devices will

affect the media consumption and how we can adapt to a reality with

several computers and mobile devices for one person, and not just

think about one device and one cookie for one person. Now we face

a reality of even more possible devices and there is no doubt that

the ability to identify people across not only computers and mobiles,

but also smart TVs, smartwatches and virtual reality devices will be

increasingly important in the future.

In the following pages, you can learn more about the revolution taking

place. Enjoy!

Rune Werliin

Head of Marketing & Communication @ AudienceProject

EDITORIAL


In average, the Nordic, UK and US population have more

than 7 devices with internet access in their households.

With around 2,2 mobiles in each household the number

of mobiles exceeds the number of computers.

NUMBER OF DEVICES


Average number of devices with

internet access in households

Denmark

Sweden

Norway

Finland

UK

US

7,1

7,0

8,2

6,5

7,3

7,7

Computer Tablet Mobile Smart TV

Video game console Smartwatch Virtual reality device Other


In general, the computer and mobile penetration is

higher in the Nordics than in UK and US, while the

video game console and smartwatch penetration

is higher in UK and US than in the Nordics.

DEVICE PENETRATION


Average device penetration in

Nordic, UK and US households

Computer

Tablet

Mobile

Smart TV

Video game console

Smartwatch

88%

72%

93%

60%

32%

5%


Computer penetration in households

Denmark

Sweden

Norway

Finland

UK

US

95%

95%

94%

95%

85%

89%


The computer penetration in

the Nordic households has

slightly decreased in the

last couple of years

Denmark Sweden Norway Finland

2017

2016

2015

98% 98% 95% 98% 97% 95% 97% 96% 94% 97% 96% 95%


Tablet penetration in households

Denmark

Sweden

Norway

Finland

UK

US

70%

68%

76%

63%

74%

65%


The tablet penetration in

the Nordic households has

slightly increased in the

last couple of years


2017

2016

201569% 70% 70%

66%71% 68%

72% 75% 76%

59% 59%63%


Mobile penetration in households

Denmark

Sweden

Norway

Finland

UK

US

94%

96%

96%

93%

90%

81%


The mobile penetration

has sligthly decreased in

DK and FI and sligthly

increased in SE and NO in

the last couple of years


2017

2016

2015

98%93% 94% 92% 93% 96% 92% 93% 96% 96% 98%

93%


Smart TV penetration in households

Denmark

Sweden

Norway

Finland

UK

US

60%

48%

63%

51%

59%

56%


15AudienceProject Insights 2017

Video game console penetration in households

Denmark

Sweden

Norway

Finland

UK

US

30%

32%

40%

35%

45%

46%


The video game console

penetration in the Nordic

households has slightly

increased in the last year


2017

2016

27%30%

27%

32% 31%

40%36% 35%


Smartwatch penetration in households

Denmark

Sweden

Norway

Finland

UK

US

5%

8%

12%

7%

11%

14%


The smartwatch penetration

in the Nordic households has

doubled in the last year


2017

2016

3%

5%4%

8%

5%

12%

4%

7%


Virtual reality is on the rise - especially in the UK and US.

The majority use their virtual reality device for playing

games and watching video. Few use the device for

professional work and other purposes.

VIRTUAL REALITY


Virtual reality device penetration in households

Denmark

Finland

Norway

3%

Sweden

UK US

8%

2% 1%

1% 5%


Virtual

reality device

penetration

among men

than women

Denmark

Sweden

Norway

Finland

UK

US

2%

1%

3%

1%

5%

10%

Denmark

Sweden

Norway

Finland

UK

US 6%

4%

1%

2%

1%

3%

NOTE:

The colored part of the bar indicates a

95% confindence interval. As the share

of people with access to VR is very low

in the Nordics, the variance can lead to

a proportionally bigger change.


Virtual reality device penetration across age groups

15-25 26-35 36-45 46-55 56+

15% Denmark

Sweden

Norway

Finland

UK

US

2%

1%

4%

2%

6%

8%

4%

1%

3%

1%

7%

4%

1%2%

1%

6%

11%

2%1%

2%

1%

3%

6%

0% 1% 1% 0%1% 1%


What virtual reality devices are used

for across the Nordics, UK and US

Playing games Watching video Professional work Other purposes

70% 74% 8% 11%


What virtual reality devices are used

for in the Nordics, UK and US respectivily

85

Watching videoPlaying games Professional work Other purposes

51

42

63

51

75

54 55

50 50

61

79

3

11

68

29

24

9

18

10

16

2 3

Denmark

Sweden

Norway

Finland

UK

US


ABOUT THE STUDY

Methodology

The study is a part of AudienceProject Insights 2017. Data is collected through

online surveys done in Q1 2017. The respondents have been selected from

our Nordic, UK and US panels consisting of more than 1 million panelists and

weighed to achieve representativity on the more than 14.000 respondents who

completed the survey.

Editor & Data

Rune Werliin

[email protected]

+45 60 17 77 76

Text & Design

Martin Kokholm

[email protected]

+45 25 61 32 19

Contact

[email protected]

Website

www.audienceproject.com

Twitter

@Audience_P

#apinsights2017

About AudienceProject

AudienceProject has its roots in market

research, technology and large scale

data. It helps brands, agencies, publish-

ers and e-commerce companies iden-

tify, target and vaildate audiences. The

products range from audience planning,

validtaion and targeting on socio demo-

graphics as well as other variables.


27AudienceProject Insights 2017

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