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 Two Screeners - How simultaneous Online- and TV-Consumption determines Media Planning in the Future
 Two Screeners - How simultaneous Online- and TV-Consumption determines Media Planning in the Future
 Two Screeners - How simultaneous Online- and TV-Consumption determines Media Planning in the Future
 Two Screeners - How simultaneous Online- and TV-Consumption determines Media Planning in the Future
 Two Screeners - How simultaneous Online- and TV-Consumption determines Media Planning in the Future
 Two Screeners - How simultaneous Online- and TV-Consumption determines Media Planning in the Future
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Two Screeners - How simultaneous Online- and TV-Consumption determines Media Planning in the Future

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  • 1. BSI
    TwoScreeners- HowsimultaneousOnline- andTV-Consumptiondetermines Media Planning in the Future
    Brand Science Institute, 14. July 2010
  • 2. BSI
    TwoScreenersarethelargestgrowingsegment in the Media Ecosystem – 17% ofthe Western Population consumes Online and TV at the same time
    Recently
    TwoScreener Population in Europe/US
    TwoScreeners:
    TwoScreenersdescribe individuals consuming Online- and traditional TV - Media at the same time.
    TwoScreenersarethe fastest growingsegementofmediaconsumers in the last 7 years. While in 2003 only 2% ofthe Western populationusedtwomediachannels at the same time, TwoScreenersjumpedto 11% in 2007 and 17% in 2010.
    Weanalyze4.500 individuals in Germany, Great Britain, US, Spain andFrance andtheirmediaconsumptionhabitsas well astheirdesireformediainvolvement.
    Two Screeners
    One Screener
    Source: Brand Science Institute n= 4.502 Consumers
  • 3. BSI
    TwoScreenersarebettereducated, spentmoremoneyduringtwoscreensessionsandaredominatedbyfemaleuserswithnokids
    Recently
    TwoScreenerCharacteristics
    TwoScreener Online Spendingover €100,-/$100,-
    Gender
    Female
    15-25Years
    Male
    26-35 Years
    36-45Years
    Householdwithkids
    Yes
    No
    Education
    No College
    Time spentwith TV/Online
    Some College
    Over 10h/week
    College
    Less 10h/week
    Graduate School
    3
    Source: Brand Science Institute
  • 4. BSI
    The 26-36 agegroupgrowsstrongerthanteensand individuals with 36-45years ofage – Dual Video consumption was an astonishingstudyresult
    Recently
    TwoScreener Age/Habits
    Age 36-45 Years
    Age 26-35 Years
    Age 15-25 Years
    Source: Brand Science Institute n= 1.440 Consumers
  • 5. BSI
    Online and TV usageletinvolvementlevelsexplode – The consumersdesireforhighinvolvementisTV‘sgrowingproblem in thefuture
    Recently
    TwoScreenerExperience Involvement-Level
    Klick Linls
    Read Posts
    High-Involved
    Check Online News/Network
    Watch TV
    Watch TV
    Watch TV
    Watch TV
    Random Surfing
    Find Program/Film
    Online for TV info
    Watch TV
    Zapping
    Zapping
    Desirefor Info
    Bored
    Medium-Involved
    Bored
    Random Surfing
    Random Surfing
    Switch off TV
    Switch on TV
    Random Surfing
    Switch off Online
    Low-Involved
    Source: Brand Science Institute n= 221 Consumers
  • 6. BSI
    Aboutus
    Recently
    Brand Science Institute is a brand and media strategy think-tank that provides companies with a pragmatic approach to disruptive technologies. We have four areas of focus: Brand Management, Customer Management,
    Brand Community, and Social Media.
    Visit us at http://www.bsi.ag

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