Étude Google : le multi-écran au Canada / the multiscreen canadian research


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Google vient de dévoiler une étude consacrée aux habitudes « multi-écrans » des consommateurs au Canada.

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Étude Google : le multi-écran au Canada / the multiscreen canadian research

  1. 1. The  New  Mul*-­‐Screen  World  in  Canada:     Understanding  Cross-­‐Pla1orm  Consumer  Behaviour   November  2013  
  2. 2. Execu*ve  summary   Mul*screen  behavior  among   Smartphone  users  is  pervasive   and  with  the  expected     rapid  growth  in     penetraBon  of     Smartphones  &  Tablets,     mulB-­‐screening  is  only     going  to  grow   1   The  device  we  choose  is  oHen   driven  by  context,  but  there  are   consistent  use  cases  across   devices  that  relate  in     parBcular  to     CommunicaBons     and  Search       3   2   2   4   Among  Smartphone   users,  most  media   Bme  today  is  screen   based  –  Computer,   Smartphone,  Tablet  or   TV         Simultaneous  device  use  can  enhance   the  TV  viewing  experience,  but  can   also  be  a     distrac*on.  TV  itself  is  losing     its  ability  to  command  our     full  aLenBon    
  3. 3. Execu*ve  summary   5   Communica*ons,  Search   and  Mul*media     are  the  top  3  mulB-­‐ screening  simultaneous   acBviBes  among     Smartphone  users   7   9   3   For  many  Smartphone  users,  mulB-­‐ screening  makes  them  feel  efficient   because  they  can  act     spontaneously  and  achieve   a  sense  of  accomplishment     –  this  results  in  a     feeling  of  “found  *me”     6   Most  simultaneous  device  use   involves  mul*-­‐tasking,  with   most     acBviBes     being     spontaneous    or  unplanned   8   Smartphones  play  a  criBcal  role  in   the  path  to  purchase  process.  They   are  used  for  product  reviews,  store   locaBon  informaBon,  inventory   checks  and  purchases.       Portable  screens  allow  us  to  move  easily  from  one  device  to  another  to  achieve   a  task.    In  some  cases,  Smartphone  users  will  begin  researching  on  their   Smartphone  and  con*nue  the  shopping  process  or  even  make  a  purchase  on  a   different  device  
  4. 4. Agenda   1   2   3   4   5   6   3   The  new  mulB-­‐screen  world   PuVng  our  devices  in  context   MulB-­‐screening:  Simultaneous  usage   Simultaneous  MulB-­‐screening:  Impact  on  television   SequenBal  MulB-­‐screening:  Shopping   ImplicaBons  of  MulB-­‐screening  behaviour   No  “silver  bullet”  measurement  system  yet   4  
  5. 5. Smartphone  Penetra*on  Across  Canada   44%   ATLANTIC ONTARIO NATIONAL 42%   WEST 50% 53%   QUEBEC 55%   Source:    Ipsos  Mobil-­‐ology  l  August  2013,  Among  Online  Adults,  Ipsos  iSay  Panel  l  NaBonal  n=28,000  /  West  n=8.500  /  Ontario  n=11,000  /  Quebec  n=6,300  /  AtlanBc  n=2,200  
  6. 6. Virtually  every  Smartphone  user  also  uses  a  PC   99%   100%   39%   Tablet   Computer   88%   Smartphone   6   Base:  All  Respondents  (n=2058)  Which,  if  any,  of  the  following  devices  do  you  use?   Television  
  7. 7. The  new   mul*-­‐screen  world     7  
  8. 8. Majority  of  our  daily  media  interac*ons  are  screen  based   86% Smartphone   Computers   Tablet   Television     of  all  device/pla1orm   interacBons  are  screen  based*   On  average  we  spend       15 14%   Radio   Newspaper   Magazine   of  all  media   interacBons  are   non-­‐screen  based   7.1  hours     of  our  leisure  Bme  in     front  of  these  4  screens     each  day     *  Also  includes  MP3  Players,  eReaders  &  Gaming  Consoles   8   Base:  All  Device  InteracBons  –  Computer  (n=2033);  Smartphone  (n=2058);  Tablet  (n=772);  TV  (n=1763)  Q2.  If  you  were  to  esBmate,  in  a  typical  day  (weekday  or  weekend),  how  much   Bme  do  you  spend  using  each  of  the  following  types  of  devices  and  media  pla1orms  for  personal  (non-­‐work  related)  acBviBes?    
  9. 9. Our  *me  online  (outside  of  email)  is  spread     between  4  primary  media  devices     Avg.  *me     spent  per  day     (among  those  who  use  device)   105   57   52   Minutes   138   Minutes   Minutes   Computer  (99%)   Smart  TV  (19%)     Minutes   Smartphone   (100%)   Tablet  (39%)   9   Base:  Among  those  who  have  used  devices    to  go  online  for  personal  Computer  (n=2017);  Smartphone  (n=2058);  Tablet  (n=719);  Smart  TV  (n=264).    Q3.  And  again,  if  you  were   to  esBmate,  in  a  typical  day,  how  much  Bme  do  you  spend  using  each  of  the  following  types  of  devices  to  go  online  for  reasons  other  than  reading  or  sending  email?  Please   consider  this  only  for  personal  (non-­‐work  related)  use.  
  10. 10. PuYng  our     devices  in  context   10  
  11. 11. Computers  keep  us  connected  &  produc*ve   80% Communica)ng     67% Searching     61% Social  Networking     52% Media  (not  watching)     11   50% Personal  Affairs     38% Reading     32%   Watching   20% Shopping     190   Minutes  spent   using  a  PC  in   average  day   32%   Out  of  home   68%   At  home   Base:  Computer  users  for  personal  acBviBes  (n=2033)  Q6.  How  oHen  do  you  perform  each  of  the  following  acBviBes  in  a  typical  week  on  your  Computer,  for  personal  (non-­‐work  related)  acBviBes?   Base:  Use  Computer  for  personal  acBviBes  (n=2033)  Q2.  If  you  were  to  esBmate,  in  a  typical  day  (weekday  or  weekend),  how  much  Bme  do  you  spend  using  each  of  the  following  types  of  devices  and  media   pla1orms  for  personal  (non-­‐work  related)  acBviBes?  /    Base:  Use  Computer  for  personal  acBviBes  and  spend  1  minute  or  more  using  device  on  a  typical  day  (n=2017).    Q4.  And  typically,  where  are  you  when   you  use  each  of  these  types  of  devices?    
  12. 12. Smartphones  keep  us  connected  &  entertained   84% Communica)ng     55% Media     (not  watching)     47%   40%   32%   22%   15%   10%   12   Social  Net.   Searching   Personal  Affairs   Reading   Watching   96   Minutes  spent  using  a   Smartphone  in   average  day   56%   Out  of  home   44%   At  home   Shopping   Base:  Computer  users  for  personal  acBviBes  (n=2058)  Q5.  How  oHen  do  you  perform  each  of  the  following  acBviBes  in  a  typical  week  on  your  Smartphone  ,  for  personal  (non-­‐work  related)  acBviBes?     Base:  Use  Smartphone  for  personal  acBviBes  (n=2058)  Q2.  If  you  were  to  esBmate,  in  a  typical  day  (weekday  or  weekend),  how  much  Bme  do  you  spend  using  each  of  the  following  types  of  devices  and   media  pla1orms  for  personal  (non-­‐work  related)  acBviBes?  /    Base:  Use  Smartphone  for  personal  acBviBes    and  spend  1  minute  or  more  using  device  on  a  typical  day  (n=2058).    Q4.  And  typically,  where   are  you  when  you  use  each  of  these  types  of  devices?    
  13. 13. Tablets  are  the  ul*mate  mul*-­‐purpose  device   44% Media  (not  watching)     43%   43%   38%   26%   21%   21%   13%   13   Communica)ng   Searching   Social  Net.   Reading   Watching   Personal  Affairs   76   Minutes  spent     using  a  Tablet  in   average  day   26%   Out  of  home   74%   At  home   Shopping   Base:  Computer  users  for  personal  acBviBes  (n=772)  Q7.  How  oHen  do  you  perform  each  of  the  following  acBviBes  in  a  typical  week  on  your  Tablet,  for  personal  (non-­‐work  related)  acBviBes?   Base:  Use  Tablet  for  personal  acBviBes  (n=772)  Q2.  If  you  were  to  esBmate,  in  a  typical  day  (weekday  or  weekend),  how  much  Bme  do  you  spend  using  each  of  the  following  types  of  devices  and  media   pla1orms  for  personal  (non-­‐work  related)  acBviBes?  /    Base:  Used  Computer  for  personal  acBviBes  and  spend  1  minute  or  more  using  device  on  a  typical  day  (n=719).    Q4.  And  typically,  where  are  you   when  you  use  each  of  these  types  of  devices?    
  14. 14. Mul*-­‐screening:   Simultaneous  usage   14  
  15. 15. There  are  two  modes  of  mul*-­‐screening     Simultaneous  Usage   Using  more  than  one  device  at  the  same  Bme     for  either  a  related  or  an  unrelated  acBvity     MulB-­‐tasking  -­‐  Unrelated  acBvity     Sequen*al  Usage   Moving  from  one  device  to   another  at  different  Bmes  to   accomplish  a  task     15   Complementary  Usage  -­‐  Related  acBvity    
  16. 16. Simultaneous  Ac*vity  has  become  a  natural  occurrence   among  Smartphone  users   87 ParBcipate  in  some  form  of   simultaneous  device  use  at   least  once  a  week   91%  among    18-­‐34  years  old   <$55K   6.3     hrs/wk   12   %   9   5.0   (vs  4.5  $55K+)   3   35-­‐54   5.4     hrs/wk   (vs    4.7  <35yrs    &  4.6  >55yrs+)   hours/week   6   Female   5.2     hrs/wk   (vs  4.0  Male)   Results  based  on  most  frequent  device  pairings   16   Base:  All  respondents  (n=2058)  /  Base:  Respondents  that  use  at  least  two  devices    at  the  same  Bme  (from  a  pool  of  the  4  devices  –  Smartphone,  Tablet,  Computer  or  TV)  (n=1797):     Q10.  And  if  you  were  to  esBmate,  how  much  Bme  in  a  typical  week  would  you  spend  using  a...  at  the  same  Bme?  
  17. 17. TVs  are  the  common  device  among  the  most     popular  simultaneous  device  pairings   Tablet   Smartphone   Computer   Tablet   Television   58%   45%   61%   Smartphone   37%   Computer   55%   Television   65%   Results  based  on  most  frequent  device  pairings   17   Base:  Own  both  devices  within  pair  :  Tablet/Computer  (n=758);  Tablet/Smartphone    (n=772);  TV/Computer  (n=1744);  TV/Tablet  (n=676);  Smartphone/Computer  (n=2033);   Smartphone/TV  (n=1763);  Q9.  And  in  a  typical  week,  how  oHen  do  you  use  each  of  the  following  combinaBons  of  devices  at  the  same  Bme?    
  18. 18. Most  source  ac*vi*es  lead  to  search  on  the  2nd  device   39%   MulBmedia   41%   CommunicaBng   59%   Searching/Browsing   2nd  Device   AcBvity:   Searching/   Browsing   45%   55%   Reading   Social  Networking   47%   52%   Personal  Affairs   53%   Shopping   Watching   18   Base:  Use  at  least  two  devices  at  the  same  Bme    (n=1797)      Q16.  Typically,  what  acBviBes  are  you  doing  on  your  …  that  spur  you  to  use  your  ….?  Q17.  And  typically,  what  acBviBes  do  you  conBnue  or  follow   up  on  your  …    when  you  use  your  ….  at  the  same  Bme?      
  19. 19. And  one-­‐quarter  of  simultaneous  device     ac*vi*es  have  a  local  orienta*on   25%   19   Base:  Use  at  least  two  devices  at  the  same  Bme    (n=1797)  Q11.  When  you  use  a...  at  the  same  Bme,  what  percentage  of  your  acBviBes  relate  to  your  local  area?    
  20. 20. Simultaneous  Mul*-­‐ screening:  Impact  on   television   20  
  21. 21. frequency  of  simultaneously  using  a  TV  with  another  device   TV  viewing  is  becoming  increasingly  distracted   21   MulBple  Bmes  a  day 17%   Once  a  day     Few  Bmes  a  week Once     a  week   5%   Less  oHen     Never   30%       When  I  watch  TV,  I  always  have  my   Smartphone,  Tablet  or  PC   41%   I  never  feel  bored  watching  TV,  I  pass  the  Ame   using  another  device   25%   67%   51%   I’ll  watch  shows  &  movies  on  any  device    15%     Once    a  week  or  more   9%   24%   Base:  TV/Smart  TV  Users  (2033).  Q8.  In  a  typical  week,  how  oHen  do  you  use  the  following  devices  with  at  least  one  other  device  at  the  same  Bme?  Base:  All  Respondents  (2058)  Q22.  What   follows  are  a  series  of  statements  people  have  made  about  using  devices  available  in  the  market  today.  Please  indicate  the  extent  to  which  you  agree  or  disagree  with  each.      
  22. 22. TV  viewing  is  becoming  increasingly  distracted   Related   9%   Unrelated   18%   72%   Television   22   17%   19%   Equal   20%   22%   61%   61%   Computer   Smartphone   24%   22%   54%   Tablet   Base:  Use  Computer/TV/Smartphone/Tablet  with  another  device,  Computer  (n=1121),  TV  (n=936),  Tablet  (n=423)  &  SP  (n=1114)  Q13.  When  you  are  using  a  ...  at  the  same  Bme  are  the  acBviBes   you  are  engaged  with  on  each  device  typically  related  or  unrelated?  
  23. 23. Sequen*al  Mul*-­‐ screening:  Shopping   23  
  24. 24. Mul*-­‐screening  is  becoming     more  common  place  within  the  shopping  cycle   39%   37%   of  us  on  a  weekly  basis   will  start  shopping  on   one  device  and   conBnue  on  another     24   Base:  All  Respondents    who  shopped  or  research  something  to  purchase  on  a  Computer,  Smartphone  or  Tablet  (n=1955).  Q19.  And  now  thinking  about  when  you  are  shopping/researching  something   you  might  buy,  how  oHen  in  a  typical  week  would  you  use  the  following  devices  at  the  same  Bme  to  perform  that  acBvity?  
  25. 25. Consumers  take  a  mul*-­‐device  path  to  purchase     (in  order  to  truly  measure  the  effec*veness  of  a  digital  campaign,  tracking  cross  device  behaviour  is  impera*ve)   And  end  their  path  to  purchase  on…     81%   14%   31%   Another  Device   In-­‐store   58%   Start  on  a     Tablet   29%   31%   Another  Device   In-­‐store   43%   25   Start  on  a     Computer   Start  on  a     Smartphone   40%   37%   Another  Device   In-­‐store   Base:    Use  Device,  Computer  (n=2033);  Tablet  (n=772);  Smartphone  (n=2058)  /    Use  Computer/Smartphone/Tablet  with  another  device  &  shop  on  at  least  one  of  the  devices,  Computer  (n=1649);   Tablet  (n=447)  ;  Smartphone  (n=892)  Q21.  Changing  gears,  thinking  about  when  you  are  shopping/researching  something  you  might  buy,  how  oHen  in  a  typical  week  would  you  start,  and  then   conBnue  or  finish  (by  making  a  purchase  or  visiBng  a  store)  in  any  of  the  following  ways?  
  26. 26. Smartphones  play  an  important  role     within  the  path  to  purchase  process   58%   Review  Product  Info   68%   LocaBon   62%   26   Typically  use  their   Smartphone  in  some   manner  while     shopping   Purchases   28%   Store  Info/Inventory   PromoBon/Coupon   37%   33%   Base:    Smartphone  users  (All  Respondents)  (n=2058)  &  Base:  Among  Smartphone  Users  who  use  their  phone  while  shopping  (n=1189  –  weighted  base)  Q24.  Generally  speaking,  how  do  you   typically  use  your  Smartphone  when  shopping?    
  27. 27. 58% 52% 39%   Typically  use  their   Smartphone  in  some   manner  while  shopping   Use  their  Smartphone  in   a  store     while  shopping   57%   17%   Same  store  where  originally  used  SP   23%   27       Smartphones  are  a  great  way  to  shop   Different  store   23%   Made  a  purchase  the  last   Bme  they  used  their   Smartphone  in  a  store     while  shopping   locaBon  of  purchase   And  within  this  context,  they  are  facilita*ng  purchases   26%   On  a  device   I  feel  comfortable  using  my  smartphone  to  make  a  purchase   Base:  Smartphone  Users    (All  Respondents)  (n=2058)  Q24.  Generally  speaking,  how  do  you  typically  use  your  Smartphone  when  shopping?  /  Base:  Smartphone  Users    (All  Respondents)  (n=2058)    Q25.  How  oHen  would  you  use   your  Smartphone  while  in  a  store  to  help  with  your  shopping?  /  Base:  Smartphone  Users    (All  Respondents)  (n=2058)      &    Base:  Smartphone  Users  who  use  their  Smartphone  in  a    store  while  shopping  (n=820,  weighted  base)   Q26.  Thinking  about  the  last  Bme  you  used  your  Smartphone  in  a  store  to  help  with  your  shopping,  where,  if  at  all,  did  you  make  your  final  purchase?  /  Base:  Smartphone  Users    (All  Respondents)  (n=2058)  Q22.  What  follows  are   a  series  of  statements  people  have  made  about  using  devices  available  in  the  market  today.  Please  indicate  the  extent  to  which  you  agree  or  disagree  with  each.    
  28. 28. Mobile  adver*sing  plays  a  role  propelling  the   Smartphone  based  purchase  cycle   Steps  taken  as  a  result  of  seeing  mobile  ad   24%   Looked  for  more  info   AD 22%   Made  a  purchase   21%   Visited  Website/  Store   42%   Recall  seeing  a  mobile     ad  within  the  past  month   13%   Called  the  adver*ser/store   28   Base:  Among  Smartphone  Users.(n=2058)  Q27.  Which  of  the  following  types  of  mobile  adverBsing  do  you  recall  seeing  on  your  Smartphone  in  the  past  month?  /  Base:  Respondents  that  recall  mobile   adverBsing  on  a  Smartphone  (n=867)  Q29.  How  oHen  have  you  taken  each  of  the  following  acBons  as  a  result  of  seeing  a  mobile  ad  of  any  type  on  your  Smartphone?  
  29. 29. Situa*onally  relevant  gadver*sing  haolds  more  aappeal   (Some  forms  of  mobile  adver*sing  that   enerate  the  highest  appeal   re  also  the  least  recalled   ds)   Recall  seeing     form  of     mobile  ad   29   22%   16%   In  App   Find  form  of   adverBsing   appealing   53%   Video  Ad   Ads  based  on  loca*on   14%   30%   42%   Base:  Smartphone  users  that  recall  mobile  adverBsing  (n=867,  weighted  base)  Q27.  Which  of  the  following  types  of  mobile  adverBsing  do  you  recall  seeing  on  your  Smartphone  in  the  past  month?  /      Base  :   Smartphone  users  that  recall  each  type  of  adverBsing  ,  In  App  (n=437);  Video  Ad  (n=200);  LocaBon  (n=124)    Q28.  What  follows  is  a  list  of  different  types  of  mobile  adverBsing  you  have  seen  on  your  Smartphone.   Please  rate  each  on  the  following  on  a  7-­‐point  scale  where  7  means  you  found  the  mobile  adverBsing  to  be  very  appealing,  and  1  means  you  found  it  not  at  all  appealing  
  30. 30. PresentaBon  posted  to:  hLp://www.google.ca/think/   ©  Copyright  2013  Google.  All  rights  reserved.  Google  and  the  Google  logo  are  registered  trademarks  of  Google  Inc.