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Measuring the Shifting ScreenTV UntetheredLaura CowanResearch DirectorLIN MediaChristopher NealVP, Tech andTelecom PracticeChadwick Martin BaileyPhoto*1-pt black bordershadow
Video Usage onSmartphones IncreasingSource: Nielsen Mobile Device Insights, Q1 2013Monthly Minutes (000) Mobile Video Watching2,226,4203,070,0804,764,6696,424,0808,716,76010,823,05712,491,37514,909,9512,000,0004,000,0006,000,0008,000,00010,000,00012,000,00014,000,0002009-Q1 2010-Q1 2011-Q1 2012-Q1 2013-Q1
Study ObjectivesGain a better understanding of mobile video usageto provide insight for cross platform measurement• Quantify time spent watching TV on mobiledevices– How much– How often• Determine what motivates consumers towatch TV on mobile devices• Profile mobile viewing occasions– what kinds of conditions correlate with mobileviewing– through which sources are mobile TV viewersgetting programming
Who We SurveyedSample• US 15-64 yrs olds• Broadband Internet access at home• Watch 5+ hours of TV per weekGroupDefinitionsGroup 1 Group 2 Group 3• No mobile devices • Own mobile devices• Do not watch TV onmobile devices• Own mobile devices• DO watch TV on mobiledevicesSample Size• N=1,291 respondents• N=65,756 viewingoccasions• N=1,528 respondents• N=96,925 viewingoccasions• N=3,067 respondents• N=230,506 viewingoccasions
Respondent ExperienceScreeningSurvey•Online survey identifying respondents and developing profilinginformation•Census-balanced click-throughs at first to size the market accuratelyMobileJournalingDiary•7 day journaling of TV viewing occasions by device and viewing preferences•Based on four time blocks per 24 hour period•Fielded January 14th – 27th 2013AttitudinalSurvey•Post journaling, online survey to better understand motivations andbehaviors associated with decision making for watching TV programming•Additional profiling questionsRespondents completed a screening survey, journaled their TV viewingbehavior for 7 days, followed by a post-journal attitudinal survey
How Much And How Often?Group 121%Group 247%Group 332%Group 1:Nosmartphones/tabletsGroup 2:Own mobile deviceNo mobile TVGroup 3:MobileTVviewersWatch 5+hrs TV aweekOf those in addressable market:Sources: US Population and Age Buckets (census.gov); High-speed internet access at home (PEW: pewinternet.org); Watch 5+ hours TV a week(Survey screener data from census balanced click throughs).
All Viewers: Only 2% Of All TV HoursLogged Were On Mobile Devices% OF TOTAL TV HOURS WATCHED ON EACH DEVICE AMONG TOTAL ADDRESSABLE MARKET8981 10%10%20%30%40%50%60%70%80%90%100%TV Computer Tablet Smartphone2% Mobile Viewing
The Remainder Of The PresentationFocuses Solely On ‘Mobile Viewers’Group 3:Mobile TV Viewers= 32%
Mobile Viewers: Even Among Them, MobileViewing Is A Minority Of Total TV Hours% OF TOTAL TV HOURS WATCHED ON EACH DEVICE AMONGMOBILE VIEWERS (GROUP 3)8494 30%10%20%30%40%50%60%70%80%90%100%TV Computer Tablet Smartphone7% Mobile Viewing
Mobile TV Viewers:Younger, Higher IncomeGroup 1No Mobile DevicesGroup 2No Mobile TVViewingGroup 3Mobile TV ViewersDemographics • Tend to be older (meanage 44)• HH income is lower• More likely Caucasian• More unemployed andretired• Age falls in betweenGroup 1and Group 3 (mean age40)• More likely Caucasian• HH income similar toGroup 3• More employedprofessionals• Tend to be younger(mean age 35)• HH income is higher• Ethnic Skew• Asian-American• African-American• English–DominantHispanic• More employedprofessionals• More graduate/Profdegrees
14% Of Mobile TV Viewers CurrentlyHave No Pay TV Service At HomeYes =86%No =14%Mobile Viewers with No Pay TV• Younger (under 35 years of age)• Lower HH income• More likely to live in the Westregion of the US• More likely to live by themselves• More likely to rent primaryresidence• More likely to be Asian-AmericanBase: All mobile TV viewers (Group 3) SCQ11: Which of the following providers do you currently use for pay TV at your primary place of residence? (“No” = %who selected “None of the above: I do not currently subscribe to any pay TV service”).
The Majority Of Mobile ViewingTakes Place In The HomeBase: Total positive TV viewing occasions. JOURNAL_Q17: Where did you watch TV on a device other than a traditional TV set during this time? (Select all that apply.)% of TV Viewing Occasions221226812923640% 50% 100%Smartphone1111123468820% 50% 100%Tablet10111212514820% 50% 100%Computer0001122565900% 50% 100%Other type of travelAt an airportOn a planeAt a hotelAt schoolDoctor’s/dentist’s/waitingCommercial locationIn transit/commutingAt anothers residenceAt work / at the officeIn own homeTV
Most Mobile Viewing IsThrough Online ServicesBase: Total positive viewing occasions. JOURNAL Q6/Q8/Q10/Q12/Q14: What was the source of TV shows or movies that you watched on a [DEVICE] during this time? All data is within Group 3.% of TV Viewing Occasions8432161026640% 50% 100%Smartphone17317624490% 50% 100%Computer3344101126540% 50% 100%Tablet312427800% 50% 100%DVD of TV seriesTV program: online sourceUnofficial app or websiteOn demand (TV/website/app)DVRiTunes or similar serviceTV aggregator site - freeTV service provider site/appBroadcast/cable net site, freeOnline subscription serviceLiveTV
Mobile Viewing: Dramas, Comedies, AdultAnimation On Smartphones In ParticularBase: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically?% of TV Viewing Occasions1018192930310% 50% 100%Adult animationMovie / Mini-seriesSportsComediesDramaNews / BusinessTV2116142427150% 50% 100%Smartphone11137293690% 50% 100%Computer101592031110% 50% 100%Tablet*Top 5 genres shown for all devices
1252143810281450% 50% 100%Smartphone15642057822930% 50% 100%TabletMobile Viewing More Commonly OccursDuring Daytime, Prime And Late FringeBase: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically?946257118191020% 50% 100%LATE FRINGE: 11:30pm - 1:59 amLATE NEWS: 11:00pm - 11:29 pmSUNDAY PRIME: 7:00pm - 10:59 pmM-SAT PRIME: 8:00pm - 10:59 pmM-SAT PRIME ACCESS: 7:00pm - 7:59 pmEARLY NEWS: 5:00pm to 6:59pmEARLY FRINGE: 3:00pm - 4:59 pmDAYTIME: 9:00am - 2:59 pmEARLY MORNING: 5:00am - 8:59 amOVERNIGHT: 2:00am - 4:59 amTV12542158926630% 50% 100%Computer% of TV Viewing Occasions
Convenience And Multi-EpisodeAvailability Drive Mobile ViewingBase: Those who watched on device other than TV set (Group 3 Mobile Viewers). QADQ10: Why did you choose to watch television programming on a [DEVICE] instead of on a TV set?.Ad avoidance is not a primary motivator
Mobile TV Viewing Is Driven ByNecessity In Larger HH% of TV Viewing OccasionsWhen they choose to watch on a TV set, it is more commonlybecause they want to watch with others.When they choose to watch on a TV set, it is more commonlybecause they want to watch with others.11 15 20 1833 37 43 422240 41 46Base: Total positive TV viewing occasions.
Mobile TV Viewing Is Driven ByProgram Availability In Single Person HHBase: Total positive TV viewing occasions.6259 57 55Top motivationsfor deviceselection:% of TV Viewing Occasions
The Smaller The Device, The MoreFocused Viewers Are While Watching TVBase: Total positive TV viewing occasions. JOURNAL Q19: What activities did you do at the same time on these devices while you were watching TV?% of TV Viewing Occasions45210%5%10%15%20%25%30%35%40%45%50%TV4425ComputerDarker bars:second screenactivity, related3125TabletLighter bars:second screenactivity, unrelated2430Smartphone
In Summary1) Mobile TV viewing total volume is still small, though many people now do it– The mobile revolution makes TV viewing more convenient and more personalized for moreoccasions, but viewing still happens on TV sets2) Convenience is by far the most common motivation for mobile viewing– Even inside the home, mobile can be the more convenient (or the only way) to watch a show– Screen multiplier: enables household members to watch different shows at the same time– Immediacy: mobile spurs spontaneous viewing and enables instant gratification…even whenconsumers can navigate to the same shows through a television set3) TV content distribution source is the biggest mobile vs. television set difference– Online subscription services currently dominate mobile TV viewing4) Dramas, comedies, movies and adult animation are the most common mobile genres5) Daytime, Prime and Late Fringe are the most common dayparts for mobile6) Mobile viewers are more focused than television set viewers
Additional White Paper …This study also resulted in substantial learnings about best practices foronline mobile journaling research, such as…– Recruiting techniques, incentive structures and alert notification systems that maximize “in-the-moment” participation rates on a mobile journaling app– Journaling research design and mobile app interface considerations for high data quality– Data QC, integration and analytical considerations for occasion-based journaling dataAdditionally, we learned much about the implied impact of mobile TVviewing on overall TV viewing as well as television set viewing throughTreeNet predictive analytics (and compared these modeling results withmore conventional OLS regression models)Further details are available in the accompanying white paper for thispresentation