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What’s on Their Screens,What’s on Their Minds:Consumer Insights from Our Multi-Screen World
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What’s on Their Screens,What’s on Their Minds:Consumer Insights from Our Multi-Screen World

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled What’s on Their Screens, What’s on Their Minds: Consumer ...

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled What’s on Their Screens, What’s on Their Minds: Consumer Insights from Our Multi-Screen World. The presentation offers insight into understanding the profile of multi-screen consumers. The screens focused on are smart phones, computers, televisions, and gaming consoles. Natasha HritzukDirector of Global InsightsMicrosoft Advertising presented.

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What’s on Their Screens,What’s on Their Minds:Consumer Insights from Our Multi-Screen World  What’s on Their Screens,What’s on Their Minds:Consumer Insights from Our Multi-Screen World Presentation Transcript

  • What’s on Their Screens,What’s on Their MindsConsumer Insights fromOur Multi-Screen World Natasha Hritzuk Director of Global Insights Microsoft Advertising
  • Understanding Multi-Screen ConsumersThe Goal• Usage + Attitudes + Expectations = Marketing StrategyWhat We’ll Cover• Core multi-screen constituencies• Device convergence, usage and need-states• Multi screen advertising content imperatives
  • Multi-Screen Consumer Profile1,200 Multi-Screen Consumers surveyedActivity across TV, computer, smartphone and gaming consolesConsumer Profile• Higher education level• Higher HH and discretionary income• Higher employment rate• Male skew
  • The Youngest Segment is Most ActiveAcross Screens Consumer Activity Average # Past 30 Days Hours/WeekBase: Total Multi-Screen ConsumersMade a purchase onlineCommunicated through social networkWatched a user-generated videoSent an instant messagePlayed a game online
  • Gamers Are the Most SophisticatedMulti-Screen UsersLead Convergence Social Influencers Outside the BoxLess time leaning back Post the most reviews Console is control center Engagement seekers & comments for fun and community
  • Activities Converge Across Screens withVideo Most UbiquitousEngaging in more activities across multiple screens • Used a social network site • Sent a link with content to someone • Made a purchase online • Posted a comment on a blog • Posted a product review • Watched a user-generated video • Watched any kind of video • Watched any kind of video
  • More Activities Are Done on Computersand SmartphonesThe Dynamic Duo: Computer & SmartphoneAlways on information and communication• Learn about brands, products and services (88% computer and 36% smartphone)• Pass along information (83% computer and 75% smartphone)• Find out information in real time (81% computer and 62% smartphone)
  • Every Screen Now Has an Impact on Decision-Making The traditional linear sales funnel no longer applies Impactful brandstories can be told All screens impact across all screens decision-making Computer and smartphone are key points of purchase
  • Each Screen Defines a DifferentConsumer Need-StateScreens are related, yet distinctConsumers see each screen as having unique qualities anddistinct personality Sophisticated Fun Lean-back Engagingcommunication productivity entertainment connection Account for consumer’s state of mind when developing tone and creative for a multi-screen campaign
  • Younger Users Are More Likely toRecognize Cohesive ExperiencesPositive about current experience • 62% say they have consistent experiences across screens • 69% say they can access similar content across screens • 69% say screens combine to provide cohesive experiencesNote: Chart data represents Top-2-Box Agree (Agree Completely/ Agree Somewhat) (Percent)
  • Younger Users Are Also Most Likely toValue Connected ExperiencesThey think more highly of content providers withsimilar content across screens• Content more useful – 74%• Experience more relevant and informative – 72%• Improves opinion of content provider (advertiser) – 73%Note: Chart data represents Top-2-Box Agree (Agree Completely/ Agree Somewhat) (Percent)A18-34 (n=512). A35-64 (n=728). Total sample = 1240.
  • All Demographics Have HighExpectations for the FutureAdvancements in Media & Advertising willincrease engagement Expect improvement in delivery of content & 80% advertising across devices Believe improvements will increase their engagement across devices
  • Summary1. Users 18-34 are more active across screens2. Gamers are particularly sophisticated; they lead convergence and they’re more social3. Convergence across screens is driven by video, but more activities are done on the PC and smartphone4. Each screen satisfies a different need, but all screens contribute to purchase decisions
  • Summary5. Younger users are most receptive and think more highly of advertisers who deliver connected experiences6. All users have high expectations for the future, regardless of ageAs older demographics becomes more sophisticated, contentmust flow naturally across screens to hit a broader audience
  • Get the full report:What’s on Their Screens. What’s on Their Minds. Reaching& Engaging the Multi-Screen Consumerwww.advertising.microsoft.com/multi-screen
  • More Resources from the ANAVisit the ANA website to learn about otherWebinar Wednesdayswww.ana.net  Events  Webinar WednesdaysNext Webinar: August 11 – Mobile Marketing – The use of mobile tools andchannels and how to integrate with online and offline campaignsAlberto Benbunan, co-founder & managing director, Mobile Dreams Factory
  • Thank YouNatasha HritzukDirector of Global InsightsMicrosoft Advertisingnatashah@microsoft.com