MOBILE MODES: A deeper look at behaviors and activities of mobile internet users and how they multi task with other media
Compared to a year ago, consumers spend more time on their mobile and less with traditional media. The net year over year change for mobile internet is +54% and mobile video is +29%. Traditional media like reading a paper or magazine is in decline year over year. Accessing news/magazines on a mobile device has become more popular – 52% prefer accessing this content via mobile. And just a fun fact, 68% are more likely to take their mobile to the bathroom than a newspaper or magazineIt should be noted that TV was flat year over year.
The mobile internet does not detract from PC usage, it complements it.7 in 10 prefer/like sites that are accessible both on a PC and on a mobile deviceOver half expect the experience to be the same as PC and are disappointed when they access a site not optimized for the deviceIn our qualitative findings, we found that consumers find the mobile internet physically and emotionally liberating because it is portable, enables multi-tasking and is more convenient accessing it “how I want it, and where I want it”
Broad mix of content being consumer on the mobile internetAround 1 in 3 owners read content on their phone each day with weather, international, domestic & local news, info on TV & movies and sports the most popular.And, 52% - I read magazines/newspapers less often (if at all) as I prefer to access this content on my mobile device
Another Ipsos study shows that tasblet owners consume the equivalents of 10.9 hrs of media in 5.5hr due to multi tasking
The simultaneous usage of Tablet, Mobile and TV presents a prime opportunity for engaging the TV audience with content and messaging as they access the internet on their mobile devices. Other interesting multi tasking habits with shopping and filling in downtime
In terms of repeating messaging onto connected Devices, survey showed 3 in 4 consumers understand and accept that advertising is part of the mobile experience. It’s a reasonable trade off for free content and actually get positive responses when relevant and engaging
I ll start by talking about the story of television, and no worries i’ll be brief as i know i m the last thing between you and the buffet.
Now moving to the other research we did entitled “Evolution of TV Multi tasking”When TV was first born, it was a focused activity. You watched TV and did little else simultaneously.
But it wasn’t long before this started happening.
And then, in one of America’s shining moments in culinary history, this happened, the “TV Dinner” still alive today in a microwaveable format
Early forms of TV-internet multi tasking appeared
And now, these devices are taking the multitasking spotlight, and their relatively tiny form factors makes it even easier and more attractive to multitask
Which brings us to this. We’ve known it’s happening for years but, how much do we really know about the details of the behavior? Yahoo! wanted to know more so commission research with Ipsos
At Yahoo!, we go to great lengths to ensure that we talk to the right consumers and we talk to many of them. In this case, they had to be: Own a Mobile Internet Enabled Mobile Device Access the mobile web via application and browser Be roughly 18+ Representative of the total mobile internet population We worked with one of the best market research firms, IPSOS Media CT
Phase 2 measured real life behavior of our users who own smart phones.First we looked for large "LIVE" events with similar commercial time slots regardless of time zone. We chose the following 3 events.Of these device owners, we looked at the events a few minutes before the aired, throughout the event, a the post game/show wrap up. We measured a similar points in time one week before and one week after to ensure we had a great control group. According to comScore, we have roughly 58M active mobile web users.I'm now going to hand it back to Jeremy to take his through section 1.
Alot of different types of multi tasking across content and communications Some content consumed is directly related to the TV content (some is not) BUT what is of particular interest is that 36% of respondents look for information on a commercial that has aired during the TV programme Implication for content producers important to have high quality optimised internet experiences for mobile and tablet – further information, social discussionsImplication for advertisers – extend TV campaigns on connected devices to repeat message and continue engaging with the consumer
A few slide before we have seen that 36% of users are looking for (searching) info about commercials they have just seen during the overall show or movie lenght. Now lets have a deeper look at what users are actually doing during such commercial breaks. (expect data to be slightly different). . It's quite obvious that have instant access to those around us becomes increasingly important.Amber Case (the antropologist I mentioned before) calls this ambient intimacy because we don't necessarily need to be instantly connected directly to someone but, yet, we are connected to everyone in our networks with a touch of a button. There are obvious implications to how content and commercials can easily work their way into these frequent virtual conversations.In fact, when you think about how content and connection marry with one another...
.... we are beginning to see that as a result of reaching this new plateau media and device convergence, consumers are craving experiences when they want it, where they want it, and on the devices they choose.When it comes content related to shows, new Apps like Get Glue or IntoNow or Zeebox in the UK are allowing users to “tag” or "check in" during episodes — to unlock additional content, participate in polls and enter contents.Or just 2 days ago for the Golden Globes: IntoNow has built out a custom experience, sponsored by Kraft. Users who tagged the Golden Globes with Intonow got:Polls, updated throughout the broadcast and synced with polling on the OMG Golden Globes microsite.Tweets from the nomineesA list of the nominated actors, movies, and shows that click through to Yahoo Movies and Yahoo TV for additional content..Discussions with other Golden Globes viewersBy the way, anyone who watches knows the best part of the show is Ricky Gervais Monologue.
A football game is 1 hour of play time. Most viewd Show of American TV history 111 M Audience , 162M watched at least few minutes reached 46M households.Typically it’s a shared experience with a Host and friends meeting @ his house: similar to football games like a Champions League final. @ CowboysPeetbsburgsteeklersvs Green Bay Packers. 2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST Control dates: Same time & day a week before (1/30) and a week after (2/13)Measurement: User activity on m.yahoo.com (for US users), using Y! Internal DataTV Commercial data sourced from TNS
In total, there was roughly 3.5 hours of “commercial content” during the super bowl at a sequence of 3.5 ads flighted in 2-minute commercial pods.This happened almost every 5-minutes of game time.2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST Control dates: Same time & day a week before (1/30) and a week after (2/13)Measurement: User activity on m.yahoo.com (for US users), using Y! Internal DataTV Commercial data sourced from TNS
Click One: Not surprisingly, the beginning of the game is a time for bonding, catching up and revving up for game time. And for many of my US friends, it's finding parking or being plain late.Click Two: Each of these circles you begin to see some interesting commercials (for example the X-factor commercial as Simon Cowell was launching his franchise in the US) along with the first touchdown and the performance of the Black Eyed Peas.Click Three: And what you will notice most is the surge in traffic in two major areas, one during half time and one at the end of the gameIn fact... this pattern was not just seen on our front page... but for those avid fans chasing the write up...
We also saw some interesting peaks during the game on our mobile sports site. With the traffic advancing and building during the game.This kind of data isn't just useful for advertisers and where and when to place companion ad experiences, but they give us new opportunities as publishers to begin new content experiences and augment reality on the Super Bowl with content that is just on our sites as well.
“Super Bowl”* is the most frequent search queryMore then 400 different search query terms related to ‘Super Bowl’ are observed in top 10,000 query terms in US on Super Bowl day (Feb 6, 2011)% change of “Super Bowl” query term, compared to previous two weeks average, is 980% A few years ago, we were celebrating Mitsubishi and other brands about having an online strategy with their superbowl ads, now we've moved to having an optimized mobile online content strategy when those searches pop. If we want consumers to come back to a great experience during a tense game, maybe it's about activating digital memories and telling users to save ads or a link for later consumption.Some clear indication for marketers to maximize what i d like to call their RO”E” (Return on Energy) invested on such TV initiatives: Think tie-in. Integrate mobile adsinto your TV media buys to engage users on both screens.Cater to the info-seekers.Make sure additional info from your TV ad is easily accessible on your mobile site. Be in the content. During major (live) events, advertise on sites relevant to the sponsored program to reinforce your message.
Basic version 23K USD. Up to 54 for more advanced and powerf models17 MPG the basic one.
Yes,i’ve already said that.
In this slide i quickly explain how jnto now works. It depends on 4 elements: TV shows acquisition and recording FingerprintingTV listings guide.Matching technology Ok, how does it really work? IntoNow, which is based our patented platform SoundPrint, analyzes the ambient audio being generated from your television in three-second increments. The audio is then converted into a “fingerprint”—basically, the show’s unique signature for ID—that is matched on the back-end to our reference set (which covers 130 channels of live broadcasting and has more than five years history). Once we make a match, we return all the metadata associated with that show and episode—things like title, description, cast, and associate links and more and more additional content. This all happens in seconds.
As a result Into now
Results: IntoNow program drove 2.6x more live viewing! Among people who partecipated to the initiative. So it’s not only a companion but as a platform integrated into the social graph it can help to increase the convergence around live TV broadcasting: one of the most valuable moment for any marketer.
A companion ad is an advertisement on the app echoing and enriching an ad being shown on TV. A complementary ad is an advertisement on the app related to the content being shown on TV. The idea is to display some information relevant to the ad being shown on TV. This information can include a Website URL, a description, a promotional coupon, etc. Companion ads could include call to cations, e.g.: The viewer may be able to enter a code (shown on TV) to enter a chance to win a prize The viewer may be offered a coupon (that expires in, say, 5 minutes) to some merchandise Complementary ads offer in-app additional information and media about products and services related to what is being shown on TV.
Curated and interactive Editorial Experience to supplement the Live event.
Curated and interactive Editorial Experience to supplement the Live debate.
Ipad has been launched last and is the nmost popular device. After the Republican debate seems Simon C. Is doing is share of noise with X factor overseas.
80% mobile multi-task while watching TV Commercial time = mobile primetime. Y! mobile web traffic during live TV events is strongly correlated to ad breaks.I need to know more! 25% frequently look up info on a TV ad during the commercial break. New commercial opportunities:Extended AD
Forget mobile, think multiscreen. Need to work on the overall eco-system.
Forget mobile, think multiscreen.
DCM Presentation Multitasking and conncted devices
METHODOLOGY | PHASE 1WHO 3,000 mobile device ownersHOW 22-minute online survey withWHEN July 201115
METHODOLOGY | PHASE 2Measured U.S. user activity on Yahoo! MobileSuper Bowl Same time & day a week before and afterWorld Cup Same time & day a week before and afterAcademy Awards Same time & day a week before and after* Mobile user activity measured with Yahoo! internal data. TV commercial data sourced from TNS.16
21% 59% of respondents admit to texting while driving are more responsible; they text in the car while NOT driving17 Photo credit: Flickr user stevendamron
52% pretend to use their mobile device to avoid awkward situations18
Okay, seriously: Mobile TV multitasking results19
With 122M mobile internet users....80% 98 of respondents mobile TV multitaskers million are mobile- multitasking while watching TV SOURCE: Base used for projections based on ComScore MobileLens, June20 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or application or SMS (except mobile to mobile)
WHAT DO THEY DO?I do the following... 2Cs 94% Are engaged with 60% Are engaged with some kind of some kind of communication content21
CONNECTION & CONTENT ARE MAIN DRIVERSWhat were you doing when mobile multi-tasking while watching TV?CONNECT Text 80%94% Talk Email 74% 61% Social Networking 54% IM 46% Not related to what Im watching 44% A lot of content Related to what Im watching 38% relates directly to the TV Program Look up info on a commercial I just watched 36% or CommercialCONTENT Read news 32%60% Play online games Do work or homework 32% 24%22
Case Histories :Multitasking duringcommercials.Pietro Lambert – Head of Video 23
DURING COMMERCIALSI frequently do this during commercial breaks… Text 52% Talk 45% Email 42% Social Network 39% IM 28%24
DURING COMMERCIALSI frequently do this during commercial breaks… Content not related to the program I was watching 34% Website related to a commercial 26% A quarter are reacting Use search engine to look up immediately to a info related to commercial 25% commercial Content related to the program I was watching 25%25
A LOOK AT THE ENTIRE GAME Half- 1Q 2Q 3Q 4Q Game Starts Starts Time Starts Starts End Break 40% 30% TV Ad Breaks 20% 10% 0% +INDEX -10% Time 3:40 PM 3:55 PM 4:45 PM 5:00 PM 5:15 PM 6:05 PM 6:20 PM 6:35 PM 7:25 PM 3:30 PM 3:35 PM 3:45 PM 3:50 PM 4:00 PM 4:05 PM 4:10 PM 4:15 PM 4:20 PM 4:25 PM 4:30 PM 4:35 PM 4:40 PM 4:50 PM 4:55 PM 5:05 PM 5:10 PM 5:20 PM 5:25 PM 5:30 PM 5:35 PM 5:40 PM 5:45 PM 5:50 PM 5:55 PM 6:00 PM 6:10 PM 6:15 PM 6:25 PM 6:30 PM 6:40 PM 6:45 PM 6:50 PM 6:55 PM 7:00 PM 7:05 PM 7:10 PM 7:15 PM 7:20 PM - (by 5min slot) -20% Post- 2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST) Game 2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST Control dates: Same time & day a week before (1/30) and a week after (2/13) 27 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from TNS
98 COMMERCIALS PLAYED Half- 1Q 2Q 3Q 4Q Game Starts Starts Time Starts Starts End Break 40% -3:43 -4:16 -5:36 -6:32[1Q] Bud Light Bridgestone -5:01 Fox in house - Cars.com Rango (movie)• 17 TV Ads Doritos Chevy Volt Etrade Cars.com Audi a8 American idols Best Buy Go Daddy Bud Light - dogs -3:45 Android Fox in house - Chicago Fox in house Fox in house - Glee during 23 MIN 30% -3:50 -4:18 Sony Ericsson Acura TSX Fox in house - American idol -6:34• Avg. Ads/Ad- Doritos 2nd quarter starts @4:19 -5:38 -6:34 Chevy Xfinity - Comcast Touchdown @5:42 Steelers -4:23 Hyundai Sonata hybrid Pepsi Max Cadillac CTS -5:43 Budweiser Pepsi Max - man vs woman break = 3.4 -3:51 Tele flora.com -5:03 -5:07 Jack Sparrow Pirate (movie) Rio (movie)• Time-interval -3:56 Transformer 3 (movie) Car - MINI -6:36 Bud Light Fox in house - Daytona Homeaway.com -4:25 -6:44 Chevy Silverado 500 -5:45 -4:26 Bridgestone - River flood between Ads-20% • 98 Ads during Super Bowl (3hr 40min) Fast & Furious3 Chatter (Salesforce) -5:49 BMW X3 Go Daddy Fox in house -5:09 Hyundai Elantra Motorola Zoom Volkswagen (beetle) time = 3.5 min -3:58 BMW Diesel SHOW: BlackEyedPeas Groupon.com - Tibet Fox in house • avg. 30 sec/ad First touchdown - -4:28 Coke - Borderline -6:46 GreenBay 4:01 -4:31 -5:51 -6:47 -4:02 -5:22 -5:53 Coca Cola - Dragon Mercedes – p-diddy Pepsi Max Chatter Stella Artois THOR (movie) Fox in house –Chicago code • Frequency: 2min Ads break per every 5 min Doritos (salesforce.com) CarMax Volkswagen Fox in house - house 10% Hyundai Elantra -4:33 Fox in house Car fax The X factor -6:49 Fox in house-Fringe -4:39 -5:55 -6:56 -4:04 Chase Bank -6:00 Snickers Chevy - Camaro (1min) -4:05 GM Ram 1500 Chrysler (2:00min) Career Builder - monkey Verizon + iPhone Cowboys (movie) Car fax -6:02 Super 8 (movie) -6:58 Kia optima Daily tablet -iPad -6:21 -4:41 -7:00 Fox in house -5:25 NFL Touchdown GreenBay @4:45 Chevy – Cruz -5:27 0% -4:06 -4:49 HTC Sprint Fox in house - Glee + -4:09 NFL.com Jack In the Box Chevy - Cruze Limitless (movie) Brisk Fox in house - House Chevy – Tree planting Captain America (movie) Shape-ups (Sketcher) -4:09 Fox Speed channel - - 6:24 Castrol - Edge Fox in house -terra nova car warriors CarMax Fox in house - glee FOX Daytona 500 Fox in house -7:02 -5:29 -4:51 Green bay won @7:07 INDEX -10% Time [2Q] [Half - Time] [3Q] [4Q] 3:30 PM 3:45 PM 4:00 PM 4:50 PM 5:05 PM 5:20 PM 6:10 PM 6:25 PM 6:40 PM 3:35 PM 3:40 PM 3:50 PM 3:55 PM 4:05 PM 4:10 PM 4:15 PM 4:20 PM 4:25 PM 4:30 PM 4:35 PM 4:40 PM 4:45 PM 4:55 PM 5:00 PM 5:10 PM 5:15 PM 5:25 PM 5:30 PM 5:35 PM 5:40 PM 5:45 PM 5:50 PM 5:55 PM 6:00 PM 6:05 PM 6:15 PM 6:20 PM 6:30 PM 6:35 PM 6:45 PM 6:50 PM 6:55 PM 7:00 PM 7:05 PM 7:10 PM 7:15 PM 7:20 PM 7:25 PM - • 21 TV Ads during 40 MIN • 19 TV Ads during 30 MIN • 19 TV Ads during 50 MIN • 22 TV Ads during 40 MIN (by 5min slot) -20% • Avg. Ads/Ad- • Avg. Ads/Ad- • Avg. Ads/Ad- • Avg. Ads/Ad- break = 3.5 break = 4.8 break = 3.2 break = 3.7 • Time-interval • Time-interval • Time-interval • Time-interval Post- 2011 Super Bowl between Ads- between Ads- (Main game: 3:30pm – 7:10pm, between Ads- PST) between Ads- Game time = 4.4 min time = 3 min time = 3.4 min time = 3.8 min 2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST Control dates: Same time & day a week before (1/30) and a week after (2/13) 28 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from TNS
Y! MOBILE FP TRAFFIC SAW SPIKES Mobile-Web Front Page User Traffic 40% Half-Time Show Mobile-Web User Traffic + 33% + 34% 30% + 28% Fox Promo TV Ad Breaks American SalesForce Game End NFL.com Idol 20% Snickers BMW X3 10% Go Daddy + X Factor Chrysler Pepsi Max 0%INDEX Time - GB Touchdown (by 5min slot) -10% Black Eyed Peas -20% In the beginning of the Super Post- 2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST) Bowl (SB), TV viewers are more Game engaged in SB game and SB TV commercials. As the games goes on, TV viewers use more mobile. 2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST Control dates: Same time & day a week before (1/30) and a week after (2/13) 29 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from TNS
Y! M. SPORTS ALSO SAW SPIKES Mobile-Web Sports User Traffic 500% Mobile-Web 400% User Traffic +387% TV Ad Breaks +305% 300% 200% 100% Half-Time + showINDEX 0% Time - (by 5min slot) -100% Post- 2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST) Game 2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST Control dates: Same time & day a week before (1/30) and a week after (2/13) 30 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from TNS
MOBILE SEARCH QUERIES EXPLODE Search queries related to TV ADs during Super Bowl have significantly increased – Go Daddy: 6900% – Chevy Camaro: 1700% – Super 8 (Movie): 1970% – Transformer (movie): 610% – Volkswagen: 300% – THOR (movie): 81% • Super Bowl queries: 980% • Green Bay: 180%31 Note: • 1) Super Bowl query term*: Super Bowl, Superbowl , or query terms including Super Bowl or Superbowl 2) The most frequent query terms: excluding usual navigational query terms such as yahoo, facebook, google, etc 3) Top 10,000 query terms on Super Bowl day (Feb 6, 2011) in US
IntoNow - Deepen the connection betweenAudiences, TV Content, and AdvertisersACTIVATE ENGAGE Tag, Unlock, Reward Go deeper, Learn More, Get Notified SOCIALIZE 37 Share, Discuss, Recommend
Program Example – Jersey ShoreThe Experience: Viewers simply tagged the remaining episodes of Season 3 toenter the contest. Notifications: Online Instructions & Updates: Users could opt to receive IntoNow created a dedicated Jersey Shore notifications on upcoming landing page that gave instructions on how to episodes 38 participate
Program Example – PepsiTo increase product consumption andawareness of Pepsi MAX, Pepsi workedwith us to create the a productgiveaway.Users simply “tag” a Pepsi MAXcommercial to receive a free 20 oz.Pepsi MAX.Unique coupons are createdpreventing fraud, consumers share theexperience among their friends. 39
Program Example – Pepsi The Experience: A “one-touch” process allowed users to “tag” the commercial, generate a coupon, and receive their free Pepsi MAXStep 1: Step 2: Step 3: Step 4:Users tag the Users select a retailer Users can redeem Users share thecommercial to redeem their for free product in activity (2-3 coupon with store downstream 40 activations occur)
Program Example – Golden Gloves 2012.The Experience: Discussion, Related Content, News, Profiles and Real Time Polls. 41
Program Example – Conferences (eg: CES).The Experience: Related Content, Promotional Videos, Real Timeinteractions, Live Videos 42
IntoNow Metrics: December 2011Total Downloads: 2.5 Million (U.S. only)Active Users: ~1M (US only)Most Tagged Shows Most User Comments Most FB & Twitter Shares Top Genres1. NFL Football 1. Republican Debate 1. NFL Football 1. Sitcom2. The Big Bang Theory 2. The X Factor 2. The Big Bang Theory 2. Comedy3. College Football 3. NFL Football 3. American Horror Story 3. Drama4. Family Guy 4. American Horror Story 4. Dexter 4. Crime drama5. How I Met Your Mother 5. The Year With Katie Couric 5. Family Guy 5. Reality6. American Horror Story 6. Family Guy 6. NBA Basketball 6. Sports event7. Dexter 7. Presidential Debate 7. College Football 7. Children8. Republican Debate 8. Dexter 8. How I Met Your Mother 8. Talk9. The X Factor 9. College Football 9. Republican Debate 9. Special10. SportsCenter 10. NBA Basketball 10. A Christmas Story 10. Suspense Usage by time of dayUsage by deviceiPad 41%iPhone 36%Android 23%
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CONCLUSIONS• TV multi-tasking is big. 80% mobile multi-task while watching TV.• Commercial time = mobile primetime. Y! mobile web traffic during live TV events is strongly correlated to ad breaks.• I need to know more! 25% frequently look up info on a TV ad during the commercial break.45
IMPLICATIONS• Think tie-in. Integrate mobile ads into your TV media buys to engage users on both screens.• Cater to the info-seekers. Make sure additional info from your TV ad is easily accessible on your mobile site.• Be in the content. During major (live) events, advertise on sites relevant to the sponsored program to reinforce your message.46