The New Multi-screen World

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  • 1. The New Multi-screen World:Understanding Cross-platform Consumer BehaviorAugust 2012
  • 2. Executive summary1 We are a nation of multi-screeners. Most of consumers’ media time 2 The device we choose to use is often driven by our context: where we are, what we want to today is spent in front accomplish and the amount of of a screen – computer, time needed smartphone, tablet and TV3 There are two main modes of multi-screening: Sequential screening where we move between devices. Simultaneous screening 4 TV no longer commands our full attention as it has become one of the where we use multiple most common devices that is used devices at the same time simultaneously with other screens 2
  • 3. Executive summary5 Portable screens allow us to move easily from one device to another to achieve 6 The majority of the times that we use devices simultaneously, our a task. Search is the most common attention is split between bridge between devices distinct activities on in this sequential usage each device 7 Smartphones are the 8 backbone of our daily media Multiple screens make us feel interactions. They have the highest number of user act spontaneously and get a sense of interactions per day and serve accomplishment – this results in a feeling as the most common starting of “found time” point for activities across multiple screens 3
  • 4. Research objectivesGain a deep understanding of consumer media behavior over How is media used How do activities in daily life? on one screen impact another? What are consumers’ How is mobile used motivations in engaging in conjunction with with media? other screens? How are consumers What is the role using multiple screens to of search among accomplish their tasks? multiple devices 4
  • 5. What did we do? In partnership with Sterling Brands and Ipsos this research was conducted in two phases:Qualitative phase: mobile text diaries, online bulletinboards and in-home interviews in LA, Boston and Austin 1611 ParticipantsQuantitative phase: Participants logged each of their traditional 9,974 and digital media interactions in a mobile diary Entries over a 24 hour period. A survey probing further into observed behavior was deployed the day 15,738 following diary participation Media Interactions Participants were given an online survey to understand attitudes and behaviors associated 7955 Hours of activity when using multiple screens Research conducted in Q2 2012 *Note: Smartphone, PC and TV users aged 18-64 were participated. While participants were not screened in on tablet usage, 41% reported using the device 5
  • 6. AgendaMulti-screen behavior moves mainstreamPutting our devices in contextThe two modes of multi-screeningThe changing role of television in a multi-screen worldFound timeMulti-screen and shoppingImplications for businesses 6
  • 7. The newmulti-screen world 7
  • 8. Majority of our daily media interactions are screen based 90% Smartphone Laptop/PC Tablet Television of all media interactions are screen based On average we spend 10% 4.4 hours Radio Newspaper Magazine of all media of our leisure time in interactions front of screens each day are non-screen based Base: Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine. 8
  • 9. Our time online is spread between 4 primary media devices Avg. time spent per interaction 43 Minutes 39 Minutes 30 TV Minutes 17 PC/Laptop Minutes TabletSmartphone Base: All Interactions (15738). Q. How long did you do this activity? 9
  • 10. Putting ourdevices in context 10
  • 11. Context drives device choice Today consumers own multiple devices and move seamlessly between them throughout the day The device we choose to use at a particular time is often driven by our context: Our locationThe amount of time wehave or need The goal we want Our attitude and state of mind to accomplish 11
  • 12. Computers keep us productive and informed Context: 24% of our daily media 31% Out of home interactions occur on a PC 69% At home PC use is motivated by: Finding Information 40% Keep up to date 29% Q. Were you… Note: Out-of-Home represents net of the following: on-the go, in-store, at work and somewhere else 12
  • 13. Smartphones keep us connectedContext: 38% of our daily media interactions 40% Out of home occur on a smartphone Smartphone use is motivated by: 60%At home Communication 54% Entertainment 33% Base: All Interactions (15738). Q. Which of the following did you use? Base: Total Smartphone Interactions (6057) Q. Which activities did you do on your smartphone? Q. Did you do this to...? Q. Were you... Note: Out-of-Home represents net of the following: on-the go, in-store, at work and somewhere else 13
  • 14. Tablets keep us entertained Tablet use is motivated by: Entertainment 63% 21%Out of home Communication 32%Context: 79%At home 9% of our daily media interactions occur on tablets Base: All Interactions Among Tablet Users (6305). Q. Which of the following did you use? Base: Total Tablet Interactions (542). Q. Which activities did you do on your tablet? Q. Did you do this to...? Q. Were you... Note: Out-of-Home represents net of the following: on-the go, in-store, at work and somewhere else 14
  • 15. “My phone... I consider it my personal device, my go-toWhen I need to be more in depth, that’s when I start usingmy tablet. The other part of it is where I disconnect frommy work life and kind of go into where I want to be at themoment...... I’m totally removed from today’s reality. I can’tget a phone call, I don’t check my email it’s my dream world.And then moving to the laptop, well, for me that’s business.That’s work. I feel like I’ve got to becrunching numbers or doing something.”- 15
  • 16. Two main modesof multi-screening 16
  • 17. There are two modes of multi-screening Sequential Usage Moving from one device to to accomplish a task Simultaneous Usage Using more than one device at the same time for either a related or an unrelated activity Multi-tasking - Unrelated activity Complementary Usage - Related activity 17
  • 18. Sequential screening is common & mostly completed within a day90%Use multiple screenssequentially toaccomplish a taskover time 98% move between devices that same day device and continue the activity on another device? 18
  • 19. Top activities performed whensequentially screening between devices 81% 72% 67% 63% 46% 43% 43% Browsing Social Shopping Searching Managing Planning Watching anthe Internet Networking Online for Info Finances a Trip Online Video done this”. 19
  • 20. Smartphones are the most common starting place for online activitiesStarted onsmartphone 65% 63% 65% 47% 59% 66% 56% Searching Browsing Shopping Planning Managing Social Watching an for Info the Internet Online a Trip Finances Networking Online Video Continued on a PC 60% 58% 61% 45% 56% 58% 48% Continued on a tablet 4% 5% 4% 3% 3% 8% 8% another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”. 20
  • 21. PCs are most often a starting point for more complex activitiesStarted on aPC/laptop 29% 30% 25% 38% 34% 30% 34% Searching Browsing Shopping Planning Managing Social Watching an for Info the Internet Online a Trip Finances Networking Online VideoContinued ona smartphone 23% 24% 19% 31% 29% 27% 24% Continued on a tablet 6% 6% 5% 7% 6% 4% 10% another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”. 21
  • 22. Tablets are most often a starting point for shopping and trip planningStarted ona tablet 7% 7% 11% 15% 7% 4% 11% Searching Browsing Shopping Planning Managing Social Watching an for Info the Internet Online a Trip Finances Networking Online VideoContinued ona smartphone 1% 1% 0% 1% 1% 2% 2% Continued on a PC 6% 6% 10% 14% 6% 3% 9% another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”. 22
  • 23. Consumers rely on search to move between devices Searching Browsing Shopping Watching an for Info the Internet Online Online Video Search again on the second device 63% 61% 51% 43% Directly navigating to the destination site 52% 58% 48% 43% Via email / sending a link to myself 49% 45% 31% 30%started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this. 23
  • 24. We also multi-screen by using more than one device simultaneously81% 66% 66% answering. How often do you use more than one device at the same time (i.e., watching TV while using your PC or laptop)? 24
  • 25. Smartphones are the most frequentcompanion devices during simultaneous usage 57% 77% of the time when we’re of the time when we’re using a smartphone, we’re using a TV, we’re using using another device another device 28% with 29% with 49% with 34% with a PC/laptop a television a smartphone a PC/laptop 75% of the time when we’re using a tablet, we’re using another device 67% of the time when we’re using a PC, we’re using another device 35% with 44% with 45% with 32% with a smartphone a television a smartphone a television Base: All Device Interactions – Smartphone (6057); TV (3592); Tablet (542); PC/Laptop (3817). Q. Which of the following did you use? Q. What else did you use at the same time? 25
  • 26. Top activities performed during simultaneous screen usage 60% 44% Internet Browsing 42% Social Networking 25% Playing a Game Emailing 23% Searching 15% Work Documents 9% Watching VideoBase: Multi-Screen Occasions (4486) Q. Which activities did you do on your [DEVICE]? 26
  • 27. Most consumers are multi-tasking and 78% of simultaneous usage is multi-tasking Key multi-tasking device combinations PC + Smartphone 92% TV + PC 92% TV + Smartphone 90% TV + Tablet 89%just out of habit, picking up the touchpad or the phone and deciding to search on the internet for a little bit.I’ve never understood why I do it, but I just do it in the middle of a TV show, and start searching... It’s frustrating thatI do it though, because you feel like you don’t stay as engaged with the show that you’re watching.” 27
  • 28. Consumers are also conductingcomplementary activities across screens 22% of simultaneous usage is complementary Key complementary device combinations TV + Tablet 40% PC + Smartphone 36% TV + Smartphone 35% TV + PC 32% “It depends on the program like with certain programs like “The Wire” I was really into what other people were on IMDB, or something like that.” 28
  • 29. The changing roleof television in amulti-screen world 29
  • 30. TV no longer commands our full attention 77%of TV viewers use another device at the same time in a typical day. “I’m sometimes shopping, sometimes looking for recipes, sometimes typing them up, you know. Sending emails, reading, I could do anything on there. It’s not often that I just sit and watch TV and do just that.” Base: Total Respondents (1611). Q. Which of the following did you use? Q. What else did you use at the same time? 30
  • 31. TV is a major catalyst for searchPercent of search occasions that were prompted by television TV (Net) 22% Seeing a TV commercial 17% Seeing a TV program 7% TV (Net) 10% Seeing a TV commercial 6% Seeing a TV program 6% 31
  • 32. Consumers search for things they see on TV “I’ll be watching a movie or TV show and I’ll look up the actor or actress on IMDB or I’ll Google 32
  • 33. Discovering“found” time 33
  • 34. Many times we turn to the screen that’s closest While we all have screen preferences for certain activities, we are also creatures of convenience 34% of us use the device that’s closest to us when looking for information “If I’m watching TV I won’t go upstairs to grab my laptop to follow up on a product I see, I’d just pull out my phone.” 34
  • 35. Often this is for “spur-of-the-moment” activity Spontaneous vs. Planned Search 20% Planned 48% Planned 80% Spontaneous 52% Spontaneous 44% 43% of all spontaneous searches of all spontaneous on smartphones were to searches on PCs were to accomplish a goal accomplish a goal Base: Total Answering, Follow-Up Occasion (Search) – PC/Laptop (492); Smartphone (216); Tablet not shown due to small base size. Q. Would you consider your use of 35
  • 36. All the answers to all my questionstrain station, as an example; I see an ad for something. Oh, that sounds cool, let me check that out, and I’ll go on toWikipedia on my phone. I’ll do some research about it. Oh there’s a new show. I saw an ad for Mad Men a few monthsago and I just wanted to know what date it was starting. So, I went on to my phone, went to Google, typed in Mad Menstart date and within three seconds I found out the start date. I came home and set my DVR to record Mad Men, and 36
  • 37. “Found time” arises from this spontaneous usage This combination of device accessibility and spur-of-the-moment usage to get something done leads to a sense of “found time” Consumers use these “micro-moments” across multiple screens to search, shop, communicate and keep entertained. consumers throughout the day.have never done, because it’s so easy to check. I can go to 10 apps, when I have 15 free minutes,I can check my bank account or I can check the news or I can check some music websites that arevery cool.”“I scan for deals on Groupon or Twitter when I’m waiting in line. It’s life time management. Whetherit’s something urgent for business or something fun – I get to choose what to look at.” 37
  • 38. The multi-screenshopper 38
  • 39. Smartphones allow us to shop at home or on-the-go Of all the shopping events we observed 59% In-home 84% In-home 41% Out of home 16% Out of home Smartphone PC/LaptopBase: Total Primary/Secondary Device Shop/Buy Occasions - PC/Laptop (323); Smartphone (152). Q. Were you... Note: Out-of-Home represents net of the following: on-the go,in-store, at work and somewhere else. 39
  • 40. Spontaneity plays a major role in shopping Spur-of-the-moment vs. Planned shopping top 81% PC/Lap 58% Spur of Spur of one Smartph the moment the moment 42% Planned 19% Planned planned or spur of the moment (spontaneous)? *Note: Data represents aggregate of the following activities probed on in follow-up survey: Browsing and Search. 40
  • 41. Search drives access to shopping content more on mobile How shopping related content is accessed 36% 50% 27% 36% Through email 28% 29% Through a search engine 30% 24% 25% 16%Base: Total Answering Follow-Up Activity and Were Looking for Shopping-Related Info– Smartphone (131); PC/Laptop (297). Q. How did you get to the website(s) you visited?*Note: Data represents aggregate of the following activities probed on in follow-up survey: Browsing and Search. 41
  • 42. We often move from one screen to another while shopping 67%on one device andcontinue on another “No, I’ll usually check to see on my phone if they have it online. I’ll usually order it when I get home. a) because I just feel more comfortable, and b) if I’m going to order it online sometimes I’ll look to see if there’s anything else online that wasn’t in the store that I want to add into the purchase.” done this”. 42
  • 43. Consumers take a multi-device path to purchase 61% 4% 65 Start on a % Smartphone Continue on a PC/Laptop Continue on a Tablet 19% Continue on a Smartphone 5% 25 Start on a % PC/Laptop Continue on a Tablet 10% 11% Start on a Tablet Continue on a PC/Laptop 43
  • 44. Multi-screen lessons to apply1 The vast majority of media interactions are screen-based, screen-based, and so marketing strategies should no longer 2 Consumers turn to their devices in various contexts. Marketing and be viewed as “digital” or “traditional”. Businesses should understand all of conversion goals should be adjusted to the ways that people consume media, particularly digital, and tailor strategies each device to each channel3 The prevalence of sequential usage makes it imperative that businesses enable customers to save their progress 4 Consumers rely on search to connect their experiences across screens. Not only should brands give consumers the between devices. Saved shopping carts, “signed-in” experiences or the ability to device search campaigns, strategies such email progress to oneself helps keep as keyword parity across devices can consumers engaged, regardless of device used to get to you when resuming their search 44
  • 45. Multi-screen lessons to apply5 During simultaneous usage, content viewed on one device can trigger 6 Most of the time when TV is watched, another screen is being used. These instances present the opportune time to Businesses should therefore not limit convey your message and inspire action. their conversion goals and calls to action A business’s TV strategy should be to only the device where they were closely aligned and integrated with the initially displayed marketing strategies for digital devices7 devices, so businesses should tailor the experience to each channel. It’s 8 Smartphones are the backbone of our daily media use. They are the devices used most throughout the day also important to optimize the shopping and serve as the most common starting experience across all devices. For point for activities across multiple screens. Going mobile has become a business imperative a streamlined path to conversion, on smartphones 45
  • 46. © Copyright 2012 Google. All rights reserved. Google and the Google logo are registered trademarks of Google Inc.