KPMG – Consumer and Convergence 5 Study Russia Report · 2020. 4. 1. · Rent/buy a physical DVD...

KPMG – Consumer and Convergence 5 Study

Russia Report

October 2011

© 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.

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

Contents


91%

91%

67%

56%

35%

17%

8%

Desktop computer

Mobile phone

Laptop/notebook computer

MP3 or portable music player

Smartphone

Video gaming console

Tablet computer

Gadget Usage

2

Demographics (1/3)

62% 7%

4%

9%

3% 6%

6% 2%

Employment Status

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

S1. Do you have access to and use the following? S2. Which of the following best describes your current employment status?

n=300

Figures do not add up to 100% because multiple responses were allowed Percentages might not add up to 100 due to rounding off

n=300


20%

30% 30%

5%

14% 1%

Age

16 – 24 years old 25 – 34 years old 35 – 44 years old 45 – 54 years old 55 – 64 years old 65 years old or above

3

Demographics (2/3)

S3. Are you: S4. How old are you?

50% 50%

Gender

Male Female

n=300

Percentages might not add up to 100 due to rounding off

n=300


4

Demographics (3/3)

Q40. Please indicate your total annual household income

11%

20% 18%

12%

8% 10%

3% 2% 2% 2% 2%

11%

Income


n=300


5

Contents

Slide




4. Content [15]

5. Apps [21]






57%

44%

26%

19%

16%

10%

9%

6%

5%

By habit

More cost effective for some/all services

For an internet connection

A landline feels more reliable

To be able to use a fax machine

For security reasons

Wireless coverage/infrastructure is limited

In preparation for new services such as IPTV

Others

Reasons for a Landline Connection

88% 12%

Landline Telephone Connection

Yes No

6

Landline Telephone Connection (1/2)

Q1. Do you have a landline telephone connection? Q2. Please let us know why you have a landline connection

n=300 n=263

Percentages might not add up to 100 due to rounding off Figures do not add up to 100% because multiple responses were allowed


23% 77%

Landline Connection to Mobile Phone

Yes No

7

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

n=263



5%

6%

6%

28%

21%

21%

36%

24%

40%

4%

6%

6%

20%

18%

16%

13%

12%

9%

33%

15%

22%

19%

32%

33%

34%

31%

24%

24%

14%

23%

18%

12%

18%

19%

11%

19%

13%

33%

62%

43%

51%

8%

10%

10%

9%

21%

14%

33%

Price

Quality of customer service

Quality of network/coverage

Access to exclusive content/services

Opportunity to bundle services

Opportunity to unbundle services

Device (phone) selection

Ability to use mobile phone outside my country

If you changed or lost your job

Others (n=3*)

Factors Driving Change in Mobile Service Provider

Not important at all 2 3 4 Very important

8

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.

4.2

3.9

4.0

2.5

2.8

2.8

2.4

3.0

2.5

3.7

Mean

n=300

*Low base – findings are directional in nature Percentages might not add up to 100 due to rounding off I don’t have a mobile phone = Yes (0%) | No (100%) n=300


9

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.


3%

2%

3%

17%

13%

15%

12%

23%

3%

3%

3%

11%

14%

13%

10%

14%

10%

14%

11%

34%

35%

35%

29%

32%

18%

21%

15%

20%

20%

22%

20%

13%

66%

60%

68%

17%

17%

16%

29%

19%

Price

Quality of customer service

Quality of network/coverage

Access to exclusive content/services

Opportunity to bundle services

Opportunity to unbundle services

To change type of service provided

Length of contract

Factors Driving Change in Internet Service Provider


4.4

4.3

4.4

3.1

3.1

3.1

3.4

2.9

Mean

n=300


10

Contents

Slide




4. Content [15]

5. Apps [21]






78%

68%

66%

64%

54%

54%

43%

37%

30%

24%

23%

2%

Download online and view later

When broadcasted on TV

At the cinema/movie theatre

Cable

Terrestrial (e.g., through antennae or arials)

Internet streaming

Rent/buy a physical DVD from a retail store/ outlet

Satellite

IPTV (internet protocol TV)

Rent/buy a physical DVD via mail order

On demand

I do not watch TV programs/movies

Mode of Viewership

32%

27%

87%

75%

37%

37%

75%

51%

36%

38%

35%

0%

68%

73%

13%

25%

63%

63%

25%

49%

64%

62%

65%

Payment

Yes No

235

204

198

193

162

162

128

111

89

71

69

11

TV Programs and Movies | Mode of Viewership and Payment

n=300

Q6. How do you view most of your TV programs and movies? And do you pay for it?

Base



4% 91%

4%

Plan for Eliminating Home TV Service

Yes

No

I do not subscribe to a TV service at home

12

Plan to Eliminate Home TV Service Within Next 12 Months

85%

69%

31%

31%

8%

8%

Happy with video content available on internet

Do not watch enough TV

Service doesn’t allow me to pay just for the channels I want

Service is not valuable for the money

Kids out of household/change in household composition

Others

Reasons for Eliminating Home TV Service

Q7. Do you plan to eliminate your TV service (cable, satellite or IPTV) at home within the next 12 months?

Q8. Why do you plan to eliminate your home TV service (cable, satellite or IPTV)?

n=13* n=300 Percentages might not add up to 100 due to rounding off

Figures do not add up to 100% because multiple responses were allowed *Low base – findings are directional in nature


13

Watching Programs/Movies | Preferred Medium

Q9. Given the choice, how would you prefer to watch TV 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

Preferred Medium of Watching Programs/Movies

n=300

Figures do not add up to 100% because multiple responses were allowed


14

Contents

Slide




4. Content [15]

5. Apps [21]






75%

82%

88%

94%

79%

87%

93%

86%

16%

6%

7%

2%

16%

7%

2%

9%

5%

4%

3%

3%

5%

5%

4%

4%

4%

8%

3%

1%

1%

1%

1%

1%

Preferred Device Used

Personal computer Mobile phone Tablet Other device


267

297

240

298

280

297

236

258

77%

36%

58%

8%

37%

32%

48%

42%

8%

45%

12%

27%

23%

35%

15%

18%

3%

13%

8%

32%

19%

15%

11%

13%

1%

2%

1%

13%

5%

7%

3%

7%

1%

3%

2%

18%

9%

10%

1%

5%

11%

1%

20%

1%

7%

1%

21%

14%

Accessing maps/directions

Accessing news and information

Banking/Personal finance

Browsing the web/internet

Chatting or instant messaging

E-mailing

Education/training/webinars

Playing games

Time Spent (in hrs/day)

0-1 hour 1-2 hours 2-3 hours

3-4 hours 4 hours or more None

15

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?

Base

n=300


66%

93%

93%

88%

88%

75%

85%

14%

2%

2%

6%

6%

20%

1%

10%

4%

4%

6%

5%

4%

4%

10%

1%

1%

2%

1%

11%

Preferred Device Used

Personal computer Mobile phone Tablet Other device


264

268

289

272

215

273

273

44%

52%

38%

39%

54%

53%

33%

23%

26%

36%

25%

9%

22%

29%

11%

8%

16%

13%

6%

8%

17%

6%

2%

3%

8%

1%

3%

7%

4%

1%

3%

6%

2%

5%

6%

12%

11%

4%

9%

28%

9%

9%

Reading a book

On-line shopping

Researching products/services

Social networking

Accessing web-based services

Voice conversations

Watching TV programs/movies

Time Spent (in hrs/day)

0-1 hour 1-2 hours 2-3 hours

3-4 hours 4 hours or more None

16

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?

Base

n=300


26% 74%

Pay for Online Content

Yes No

17

Online Content | Payment Behavior (1/3)

Q12. What type of content do you currently pay for?

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?

52%

40%

38%

36%

25%

23%

22%

18%

17%

14%

14%

12%

12%

8%

4%

Video

Music

Books

Games

Business news

Dating sites

Local/National news

International news

Sports/Leisure

Editorial/Opinion

Photography

Travel

Arts/Culture

Podcasts

Others

Type of Content Paid For

Q11. Do you currently pay to access content on any websites that you visit?

61%

37%

2%

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

Yes, if it is important to me and not available anywhere

else for free

Yes, I would be willing to pay for access to the

content of the entire site

Willingness to Pay to Access Online Content

n=223 n=300 n=77



18


Q13. What was your main reason for paying for the content?

56%

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

Reasons for Paying for the Content

n=77



19


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

Q16. Would you be most likely to pay for content received on your mobile phone, tablet or your personal computer/laptop?

60%

57%

39%

24%

18%

17%

15%

15%

15%

15%

11%

10%

6%

5%

2%

Video

Books

Music

Games

Business news

Editorial/Opinion

Local/National news

International news

Arts/Culture

Sports/Leisure

Travel

Dating sites

Photography

Podcasts

Others

Type of Content Willing to Pay

79%

21%

7%

8%

3%

Personal computer/laptop

Mobile phone

Tablet

All of the above

None of the above

Likelihood to Pay for Content on Gadgets

n=87 n=82



20

Contents

Slide




4. Content [15]

5. Apps [21]






70

65

57

55

55

52

51

49

48

44

39

63%

59%

51%

50%

50%

47%

46%

44%

43%

40%

35%

Games

Music

Reference

Entertainment

Maps

Productivity

Video

Social networking

Photography

Weather

Business

Type of Apps Downloaded

21

Types and Number of Apps Downloaded (1/2)

Base

17%

15%

30%

24%

53%

31%

27%

37%

31%

61%

51%

31%

25%

54%

40%

36%

48%

43%

47%

23%

30%

33%

51%

60%

16%

36%

11%

21%

29%

16%

46%

9%

15%

No. of Apps Downloaded

1 More than 1 but less than 5 5 or more

Q17. What types of apps have you downloaded to your tablet or Smartphone? Approximately how many apps have you downloaded?


n=111


39

36

32

29*

27*

24*

22*

22*

22*

2*

22

Types and Number of Apps Downloaded (2/2)

Base

n=111

Q17. What types of apps have you downloaded to your tablet or Smartphone? Approximately how many apps have you downloaded?

35%

32%

29%

26%

24%

22%

20%

20%

20%

2%

7%

Education

Graphics and design

Finance

News

Health and fitness

Medical

Lifestyle

Sports

Travel/Utilities

Others

I have not downloaded any apps

Type of Apps Downloaded

38%

36%

47%

41%

33%

46%

45%

45%

41%

38%

47%

38%

31%

48%

29%

32%

45%

41%

100%

23%

17%

16%

28%

19%

25%

23%

9%

18%

No. of Apps Downloaded

1 More than 1 but less than 5 5 or more Figures do not add up to 100% because multiple responses were allowed

Percentages might not add up to 100 due to rounding off *Low base – findings are directional in nature


37%

51%

8% 2%

2%

Percentage of Paid Downloads

0% 1-25 % 26-50%

51-75% 76-100%

23

Percentage of Paid Apps

Q18. What percentage of the apps you downloaded did you pay for?

n=292



24

Contents

Slide




4. Content [15]

5. Apps [21]






25

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.


28%

15%

20%

31%

39%

42%

41%

46%

38%

The potential for credit card information to be intercepted by an unauthorized party

The threat of unauthorized parties accessing personally identifiable information

Receiving unsolicited promotional material

Concerns for Using a Mobile Device

Not concerned Somewhat concerned Very concerned

2.1

2.3

2.2

Mean

n=300 I have no data privacy/security concerns = Yes (4%) | No (96%)

n=289


26

Data Privacy and Security | Trust Gaining Factors

5%

8%

6%

12%

7%

9%

6%

12%

25%

25%

30%

32%

27%

25%

27%

18%

36%

34%

30%

26%

100%

Better disclosure of privacy/ security measures implemented by service provider

Privacy/security audit by an independent third party or a trust mark

Brand/reputation of the service provider

Stronger government regulation

Others (n=1*)

Importance of Factors in Gaining Trust with Respect to Data Privacy & Security


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.

3.8

3.7

3.7

3.3

5.0

Mean

*Low base – findings are directional in nature Percentages might not add up to 100 due to rounding off

n=289


27

Online Purchase | Trusted Institutions

Q21. When making online purchases, who do you trust most to keep your personal and financial data secure?

51%

35%

7% 5% 2%

Financial institution (i.e. bank)

Secure internet payment system (i.e.

PayPal)

Online retailer Mobile operator/ISP Others

Trusted Areas in Online Purchase


n=300


28

Personal Information | Storage and Device Usage

69% 31%

Personal Information Stored on Web

Yes No

96%

14%

10%

2%

Personal computer

Smartphone

Tablet

Others

Device Used for Accessing Web-based Services

Q22. Do you store your personal information such as emails, documents, photos and music on the web (for example, on social networking sites, photo management or sharing sites, web-based email providers)?

Q23. What device do you use the most frequently to access web-based services?

n=208 n=300



87%

86%

66%

53%

37%

27%

26%

25%

23%

0%

Photos

E-mail correspondence

Videos

Contact/address book information

Travel reservations

Banking information

Personal medical information

Credit card information

Investment and other financial information

Others (n=204)

Type of Information Stored on Web

29

Information Type Stored on the Web and Willingness to Pay

Base

21%

18%

22%

20%

31%

50%

41%

44%

32%

0%

79%

82%

78%

80%

69%

50%

59%

56%

68%

0%

Willingness to Pay

Yes No n=208

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?

180

178

138

110

77

56

54

52

47



30

Reasons for Not Using Web-based Services

Q25. What is the main reason you do not use 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)

Reasons for Not Using Web-based Services

n=92



31

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 emails, documents, photos and music on the web - for example on social networking sites, photo management or sharing sites, web-based email providers?

Q27. Would you like to be able to access your personal medical information on your mobile device?

18%

11%

24%

19%

29%

Likelihood of Storing Personal Information on Web

Very likely

4

3

2

Not likely at all

69%

31%

Preference for Medical Information on Mobile

Yes No

n=300 n=300

Mean=3.3



32

Contents

Slide




4. Content [15]

5. Apps [21]






60%

52%

43%

36%

32%

11%

0%

Retail discounts

Entertainment

Information services

Basic services

Business applications

None of the above

Others (n=202)

Willingness to Receive Advertising on Mobile Device

19%

21%

12%

12%

22%

22%

20%

22%

28%

24%

Personal Computer vs. Mobile Device

Strongly disagree 2 3 4 Strongly agree

3.3

3.2

33

Advertising | Online and Mobile

n=203

Mean When accessing online content/services on a personal

computer, I am willing to receive advertising in exchange

for lower prices or free content/services

When accessing online content/services on my mobile

device, I am willing to receive advertising in exchange for

lower prices or free content/services

Rated 3/4/5

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”.

Q29. I would be willing to receive advertising on my mobile device for cheaper/free.

n=300



34

Advertising | Preference and Degree of Willingness to be Tracked

10%

53%

37%

Advertisement Preference on Mobile/Personal Computer

Generic advertising

Advertising tailored to your interest and activities

I don’t want to see any advertising

39%

47%

14%

Willingness to be Tracked for Advertising

Very willing

Somewhat willing

Not at all willing

Q30. What advertising do you prefer to receive on your mobile device or 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?

n=300 n=300



35

Contents

Slide




4. Content [15]

5. Apps [21]






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

Services Used on Smartphone/Tablet while Shopping at Retail Outlets

36

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?

n=300



27%

23%

17%

14%

37%

35%

36%

10%

16%

11%

13%

20%

19%

22%

25%

30%

28%

33%

26%

24%

24%

22%

21%

28%

25%

11%

12%

10%

16%

10%

16%

14%

6%

10%

8%

Blogs, chatrooms and third-party rating sites

Third party product comparison sites

Manufacturer or store customer feedback and ratings page

Manufacturer or store website

Specific product or service fan page (i.e. on Facebook)

Discount voucher sites (such as voucher cloud and Groupon)

Social networks (Facebook, Twitter)

Factors Influencing Purchase of Products/Services

Not inflenced at all 2 3 4 Very influenced

37

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.

2.9

2.8

3.1

3.1

2.3

2.4

2.3

Mean

n=300



40%

23%

54%

69%

25%

15%

30%

65%

22%

29%

26%

29%

19%

28%

20%

30%

17%

44%

17%

26%

12%

5%

27%

29%

20%

11%

18%

15%

25%

6%

6%

20%

36%

20%

7%

16%

Clothing, footwear and accessories

Physical CDs, DVDs, books, video games

Furniture and décor

Luxury goods

Electronics

Flights/vacation

Toys

Food and groceries

Other household products

Shopping Online vs. Shopping in Stores

Not likely Somewhat likely Likely Very likely

38

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.

2.1

2.5

1.7

1.5

2.4

2.9

2.3

1.6

2.3 n=300


Mean


47%

39%

32%

26% 22%

0%

Credit card PayPal Wire transfer Check or money order Email transfer Others (n=263)

Preferred Method of Payment for Online Transactions

39

Online Transactions | Preferred Method of Payment

Q35. When making purchases online, what is your preferred method of payment?

n=300



40

Contents

Slide




4. Content [15]

5. Apps [21]






41

Banking Through Mobile Devices

67%

11%

22%

Current Bank Offering Mobile Banking

Yes No I don't know

22%

9%

29%

24%

16%

Willingness to Use Mobile Phone as a Wallet

Very willing

4

3

2

Not willing at all

n=300

Q36. Does your current bank offer banking through mobile devices?

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.

n=300

Mean=3.0



42

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?

6%

18%

17%

10%

7%

42%

Yes, almost daily

Yes, about once a week

Yes, about once a month

Yes, a few times in the last six months

Yes, once in the last six months

No

Mobile Banking Usage

58%

38%

29%

22%

20%

18%

14%

12%

8%

I prefer banking on my computer or in the branch

Concerns over security/privacy

Cost

Inconvenience

Technology is not user-friendly

Screen size

My Bank does not offer it

Connection/reception stability

Overall user experience

Reason for Not Using Mobile Banking

n=300


n=125

Thank You

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KPMG – Consumer and Convergence 5 Study Russia Report · 2020. 4. 1. · Rent/buy a physical DVD...

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