目次

この調査レポートは、スリースクリーン(テレビ、パソコン、携帯端末)動画サービスについてユーザ調査を行い、サービス利用意向やテレビ視聴状況、回答者のプロフィールなどを提供しています。

主な調査内容 (目次より抜粋)

• スリースクリーンサービス概要
• スリースクリーンサービス利用意向者プロフィール
• スリースクリーンサービス利用意向者の嗜好傾向 - プロバイダ、コンテンツ

Summary

Recent spikes in both online and mobile video consumption - driven primarily by hardware and software innovations which make “anywhere, anytime” video viewing possible and practical ? have created an opportunity for service providers to offer an integrated three-screen video service.

In the end, though, the judgment as to the viability of three-screen video services is less about what is technologically or economically feasible for carriers and more about whether consumers will embrace (pay for) such an offering. The purpose of this report is to share TDG’s latest primary consumer research related to this topic and to assess price sensitivity and preferences regarding such an offering.

The remainder of this report is dedicated to understanding those consumers likely to sign up for a three-screen video service; what makes them tick and how they may be different from those neutral or uninterested in such a service.

TOP

Table of Contents

1.0 Introduction

1.1 Preliminary Comments
1.2 Methodology

2.0 Appeal of a Three-Screen Video Service ? TV, PC, and Mobile 

2.1 Explaining the Concept of Three-Screen Video Services
2.2 Demand Proclivities at Various Price Points
2.2.1 $65/Month
2.2.2 $75/Month
2.2.3 $85/Month
2.2.4 $95/Month
2.2.4 $105/Month
2.3 Top 3, Top 2, and Power Ranking Comparisons
2.4 Extrapolating Users and Revenue per Price Point - a Thought Experiment

3.0 Identifying and Profiling Three-Screen Intenders

3.1 Sizing the Segment
3.2 Profiling the Segment
3.2.1 Demographic Characteristics
3.2.1.1 Gender
3.2.1.2 Age
3.2.1.3 Ethnicity
3.2.1.4 Education
3.2.1.5 Annual Household Income
3.2.1.6 Marital Status
3.2.1.7 Residential Status
3.2.1.8 Presence of Children in the Home
3.2.1.9 Tech Adopter Status
3.2.2 Household Consumer Electronic Profile
3.2.3 Video Viewing Profile
3.2.3.1 TV Subscriptions and Viewership
3.2.3.2 Use of Internet TV and Video Services
3.2.3.3 Use of Mobile TV and Video Services

4.0 Service Preferences among Three-Screen Intenders

4.1 Preferred Provider
4.2 Preferred Content

5.0 Reflections and Recommendations

List of Tables

Table 1 Likely Three-Screen Service Demand at Various Price Points
Table 2 Likely Three-Screen Service Revenue at Various Price Points 
Table 3 Hypothetical Subscribers and Revenue per Price Point 
Table 4 Mean Purchase Proclivities X Age of Respondent
Table 5 Mean Price Sensitivities X Age of Respondent
Table 6 Mean Purchase Proclivities X Annual Household Income 
Table 7 Three-Screen Intenders: Household Consumer Electronics Profile
Table 8 Three-Screen Intenders: Pay TV Service Provider
Table 9 Three-Screen Intenders: Weekly TV Viewership
Table 10 Three-Screen Intenders: Weekly Online Video Viewing 
Table 11 Three-Screen Intenders: Weekly Online TV Viewing 
Table 12 Three-Screen Intenders: Use of Mobile TV and Video Services 
Table 13 Current Pay TV Provider X Interest in 3-Screen Service
Table 14 Current Pay TV Provider X Preferred Three-Screen Provider
Table 15 Preferred Video Content for Three-Screen Viewing

List of Figures

Figure 1 Top 3, Top 2, & Power Ranking? Comparisons among Three-Screen Pricing
Figure 2 Proclivity to Sign Up for a Three-Screen Video Service at $65/Month
Figure 3 Proclivity to Sign Up for a Three-Screen Service at $75/Month
Figure 4 Proclivity to Sign Up for a Three-Screen Service at $85/Month
Figure 5 Proclivity to Sign Up for a Three-Screen Service at $95/Month
Figure 6 Proclivity to Sign Up for a Three-Screen Service at $105/Month
Figure 7 Top 3, Top 2 and Power Rankng Comparisons among Three-Screen Pricing
Figure 8 Sizing the Segment of Three-Screen Intenders
Figure 9 Three-Screen Intenders: Gender
Figure 10 Three-Screen Intenders: Age
Figure 11 Three-Screen Intenders: Ethnicity
Figure 12 Three-Screen Intenders: Education Level
Figure 13 Three-Screen Intenders: Annual Household Income
Figure 14 Three-Screen Intenders: Marital Status
Figure 15 Three-Screen Intender: Residential Status
Figure 16 Three-Screen Intenders: Presence of Children in the Home
Figure 17 Three-Screen Intenders: Tech Adopter Status 
Figure 18 Preferred Provider for Three-Screen Video Services