Este documento es el primero de de cinco artículos derivados de la encuesta iConsumer de la agencia McKinsey, un informe anual que sigue las tendencias del comportamiento del consumidor en relación a diferentes experiencias digitales. (inglés) "Puedes descargar este informe desde la docuteca digital del blog de Retelur: http://bit.ly/Retelur_Informes"

1. Consumer and Shopper Insights
October 2011
Minute by minute: How do global digital
consumers spend their tech time?
This is the first of five articles derived from McKinsey’s iConsumer survey, an annual
survey that tracks changing consumer behavior for different digital experiences.
Look around you on the subway, in the park, when it comes to how they use their personal There are differences, too, of course.
even behind the steering wheel—and it computers. Not only do they spend by far the Americans, by far, spend the most time
might seem that people everywhere, almost most time attached to their PCs—more than playing games (51 minutes), while the
all the time, are glued to their technology— five hours a day—but what they do online is Koreans are second and the Spaniards a
nose to screen, fingers a blur of tapping. also comparable. For example, the Internet distant fourth, behind China (33 minutes).
users surveyed showed broad similarities Moreover, while users in the US and Korea
McKinsey decided to test such subjective
in how much time they spend watching TV, spend a similar amount of time on social
observations with rigorous empirical
watching video, downloading music and networks (37 and 27 minutes, respectively),
analysis. Every year since 2008, we have
conducted a wide-ranging survey of at least online streaming. that is far behind the Spaniards (68
5,000 Internet consumers (aged 15-64) in
Exhibit 1:
selected countries. This body of research, How people use their PC
which is among the most extensive available Breakdown of time spent on PC
Q: Minutes per day
on the subject, allows us to track changing 4
Watching TV show/movies/sports 15 11 7 13 n/a n/a 13
digital habits and to anticipate future Watching video clips (e.g., Youtube) 11 11 12 17 n/a n/a 11 9
directions. Watching movies from DVDs/ CDs 7 7 8 16 7 4 9 2
5 6 6 17 7 6 18 3
Entertain- Watching downloaded videos
ment 15 16 17 27 5 8 25 7
Listening to downloaded music
In the following article, we discuss our 14 13 14 27 4 32 15 3
Online streaming-music/videos
findings about how people spend their tech Playing games1 51 19 20 24 3 33 38 11
8
time. In subsequent ones, to be posted daily, Editing documents, photos etc 19 23 33 38 2 3 36
41 40 37 29 8 2 25 13
Reading/writing Email
we will dig a little deeper into the specifics, 7
Communi- Social networking2 37 61 42 68 7 16 27
looking at patterns in phone usage, online cation
Instant Messaging 13 19 20 30 5 26 39 2
shopping, video—and the surprising state VoIP/voice chat/Video chat 9 11 12 19 2 4 9 3
31
of Japan. Browsing
Internet browsing (excluding SNS)3 36 52 53 51 14 24 25
23
Search engine 23 n/a n/a n/a n/a n/a 39
12 1 1 30 10
E-Commerce Online shopping & research n/a n/a n/a
Time matters Total, Minutes/day 308 288 282 375 64 159 359 136
What do the US, Spain and Korea have in 1 Includes offline games, browser games inside and outside of social networking sites
2 Includes Twitter
common? Not much, at first blush. But to a 3 Includes posting comments (e,g., blog etc)
SOURCE: McKinsey iConsumer
startling degree, they share similar behavior

2. minutes). And the Koreans are much Exhibit 2:
more avid online shoppers, spending How people use their mobile phones
half an hour a day browsing through the Breakdown of time spent on mobile phone
Q: Minutes per day
Internet malls. Watching video1 5 5 6 8 7 2
Listening to downloaded music 5 7 7 12 11 3
Among the other participants in this Online streaming-music/videos 4 3 4 6 5 1
Entertain- Playing games2 10 5 4 6 13 7
year’s survey, the British and the Germans ment
3 3 4 4 2 1
Reviewing/editing documents
are almost twins—closely related to each Taking photos 8 7 8 11 7 2
other and distinct from everyone else. Not Downloading apps/video/music etc. 3 3 3 4 3 1
only do they spend almost the exact same Talking 33 22 14 31 26 7
Reading/writing Email, MMS 5 10 8 10 4 3
amount of time on their PCs (a little under Communi-
12 12 16 12 5
cation Social network websites n/a
five hours), but they do the same things Instant Messaging 5 4 3 5 5 0
for almost the same amount of time. Video chat 2 n/a n/a n/a 1 0
There are only two exceptions. In the 15 Browsing
Internet browsing (excluding SNS)3 6 5 5 5 7 5
Search engine 4 n/a n/a n/a 7 3
different categories surveyed, the British 3 4 2
E-Commerce Online shopping & research n/a n/a n/a
spent much more time on social networks LBS Location-based services4 7 n/a n/a n/a 9 2
(61 versus 42 minutes for the Germans) Others 4 n/a n/a n/a 3 1
and much less time on editing (23 minutes 1 Includes video recorded yourself with your mobile phone 3 Includes posting comments (e,g, blog etc)
versus 33). 2 Includes preinstalled/downloaded games, browser games inside and outside of social networking sites 4 Local search; sharing GPS location; navigation
SOURCE: McKinsey iConsumer
As for the rest of the countries surveyed,
India is the outlier, with its Internet users Exhibit 3:
What people do while watching TV
spending only an hour or so a day online. Percentage of respondents who always or very frequently multitask activity
Japan and China have many striking
similarities and almost as many big
differences (ie, Japan likes email, China
IM), which is not a bad analogy for the Browsing the internet 25 33 29 31 12 17
countries as a whole.
Working on the PC 26 19 18 20 17 20
Interestingly, the same patterns pertain
Text messaging on mobile
16 17 13 15 17 8
when it comes to how people in different phone (e.g., SMS)
countries use their mobile phones. The
Emailing 15 6 8 10 8 5
US is again most similar to Spain and
Korea—and this time the only significant
Listening to music/radio 9 8 8 11 6 3
difference in 17 different categories is that
the Koreans play many more games than
Instant messaging 10 21 18 28 11 2
the Spaniards, and the Spaniards spend
more time on email than the others. V6b Thinking of the time that you are watching TV. What percent of that time are you doing the following things at the same time (i.e., multitasking)?
SOURCE: McKinsey iConsumer
The uses of diversity
the simplest of behaviors – what you do half working on their PCs. The British,
Across the whole spectrum, the most after logging on – there is no universality: Spaniards and Germans are also apt
striking characteristic the survey reveals While most people check email, the to take the opportunity for some quick
is the lack of commonality across all eight Koreans go to a portal. instant messaging, while Koreans and
countries. Americans prefer texting while watching.
Ditto when it comes to media
The Internet is universal and the PC is multitasking. The countries surveyed The lesson? Think global and act local.
ubiquitous; still, nations remain different. are essentially split down the middle on
No two countries have the same top three what their residents do while watching TV,
PC uses, for example, and none have the with half reporting their most common
same two in order. Even when it comes to activity was browsing the Internet and http://csi.mckinsey.com