Monday, April 1, 2013

Sky Research Reveals Our Daily Digital Diet

The following research into consumer trends was conducted by Sky Ireland. It looks at when and how our digital consumption peaks on a daily basis.

Breakfast: Commuter Snacks
The research showed that during their commute:
· 81.8% of people use their tablet or smartphone
· 49.4% will check their social media sites up to three times
· 51% read the news online
· 46.5% play games
· 44.2% catch up on emails

Digital indigestion
However, patchy Wi-Fi and mobile connections were cited as major frustrations, interrupting commuters’ connectivity. To compensate, 55.5% download books or music in advance of their commute and now the recently launched Sky Go Extra app lets Sky customers download the latest blockbuster films from Sky Movies and TV content from channels such as Sky 1 and Sky Atlantic to watch when and where they want, without the need for a Wi-Fi or 3G/4G connection.

Dining Digitally At home
With recent Comreg figures showing that broadband penetration rates stand at over 65%, people still see the laptop as the main digital dinner plate. However, with ownership of tablets and smartphones set to reach 2.38 million by the end of 2013, we are set to consume online content in a more a la carte way.

Sky seeing strong uptake of its Apps
According to Sky Ireland’s own download figures, this digital diet trend has seen total iOS downloads of its most popular Apps reach over 1.2 million in Ireland, including:
· Sky Go App - 295,782 downloads
· Sky News App - 318,259 downloads
· Sky Sports News App - 144,798 downloads
· Sky+ App - 177,326 downloads

“We are seeing a massive change in our digital diet,” says Mark Anderson, Director of Sales & Marketing, Sky Ireland. “Our research and download figures combined show that Irish users are very discerning when it comes to consuming digital content on the move. More and more often users are using home broadband to download content to mobile devices for later consumption – it’s the digital equivalent to a home-packed lunch! With unlimited broadband now available nationwide from Sky, and increases in multi-device usage by consumers, we expect that our digital diet will feature more media meshing as time goes on.”

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