Mobile and Tablet TV Multitasking - Razorfish and Yahoo!
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Mobile and Tablet TV Multitasking - Razorfish and Yahoo!

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Results from a joint study conducted by Razorfish and Yahoo! to better understand mobile and tablet TV multitasking.

Results from a joint study conducted by Razorfish and Yahoo! to better understand mobile and tablet TV multitasking.

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Mobile and Tablet TV Multitasking - Razorfish and Yahoo! Mobile and Tablet TV Multitasking - Razorfish and Yahoo! Presentation Transcript

  • Mobile (And Tablet)TV Multitasking1
  • This study was conducted as part ofthe 2011 edition of the RazorfishOutlook Report. The full report can beaccessed here:razorfishoutlook.razorfish.comTo see our full POV includingimplications and recommendations formarketers, see this article:http://razorfishoutlook.razorfish.com/articles/forgetmobile.aspx2
  • Key playersRazorfish: • Jeremy Lockhorn VP, Emerging Media @newmediageekYahoo! • Ashmeed Ali • Jung-Uk Kim Senior Manager, Strategic Insights Senior Manager, Data Insights • Ira Amilhussin • Edwin Wong Senior Manager, Strategic Insights Director, Strategic Insights3
  • Introduction4
  • Like most technologies, TV is constantly evolving5
  • People have been digital multitasking in front of the TV since the first laptops…6 Photo credit: Flickr user Robert Gaal
  • Today, devices likethese are taking themultitaskingspotlight, with ever-increasing capabilityand relatively smallform factors7
  • We’ve all known intuitively and have seen data pointing to this behavior. But few studies have gone deep enough to provide enough detail about what, exactly, people are doing on their mobile/tablet devices. Absent this knowledge, it’s hard for marketers to know what to do about multitasking. So we decided to find out.8
  • METHODOLOGY | PHASE 1WHO 3,000 mobile device ownersHOW 22-minute online survey withWHEN July 20119
  • METHODOLOGY | PHASE 2Measured U.S. user activity on Yahoo! Mobile Sun, Feb 6 2010, 3-9 pm PSTSuper Bowl Same time & day a week before and after July 11, 2010, 10:30-1:30 pm PSTWorld Cup Same time & day a week before and afterAcademy March 7, 2010, 5-8pm PSTAwards Same time & day a week before and after* Mobile user activity measured with Yahoo! internal data. TV commercial data sourced from TNS.10
  • SurveyHighlights11
  • 12 Photo credit: M.Markus
  • 21% 59% of respondents admit to are more responsible; texting while driving they text in the car while NOT driving13
  • 52% pretend to use their mobile device to avoid awkward situations14
  • 46% 24% of men check sports occasionally fight with content at least a few significant others times per week about checking sports content on their phones 8% report frequent fighting15
  • Okay, seriously: Mobile TV multitasking results16
  • 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, June 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or application or SMS (except mobile to mobile)17
  • Multitasking happens much morefrequently on laptops and mobile devicesI use the following to multitask when watching TV... Everyday At least once a week Laptop/Desktop 66% 18% Tablet 46% 32% Web-enabled phone 49% 21%18
  • Multitasking is [slightly] more prevalentamong younger and male audiences I use my mobile to multi-task when watching TV 59% 55% 49% 49% 42% 37% Male Female Overall 18-34 35+ Q: How often do you use any of the following devices while watching TV at home? Base: Own Device (Floating Bases)19
  • Half mobile multitask whilewatching TV dailyI mobile multi-task while watching TV (Frequency) 21% At least once a week It‟s addictive. Everyday 49% Almost half multitask daily.20
  • With a majority checking their mobiledevices at least once per showI mobile multi-task while watching TV (Program Duration) Less than once per show 39% Once or twice 21% More than twice 25% 60%+ For the full duration of the show 15%21
  • It‟s both an enhancementand a distraction 38 Each Agreed/strongly agreed with these statements: • Using the Internet on my mobile or % tablet device while watching TV enhances my viewing experience • I find using mobile devices while watching TV to be distracting22
  • What do they do?I do the following... 2Cs 94% Are engaged with 60% Are engaged with some kind of some kind of communication content23
  • Connection & content are main driversWhat were you doing when mobile multi-tasking while watching TV? Text 80%CONNECT Talk 74%94% Email Social Networking 54% 61% Despite the general dominance of IM 46% social networks, more direct forms of communication Not related to what Im watching 44% are favoredCONTENT Related to what Im watching 38%60% Look up info on a commercial I just watched Read news 36% 32% There‟s a shocking amount of random web Play online games 32% surfing Do work or homework 24% happening.24
  • Depending on device,multitaskers engage differentlyI use the following device to... Engage in some kind of Engage with some kind of COMMUNICATION CONTENT 91% 89% 94% 60% 73% 78%25
  • Reality and news are topswhen it comes to multitaskingTop genres that trigger multitasking behavior, in rank orderRealityNews These top 5 categories stand to benefit most fromComedy augmented second-screenSports experiencesFood26
  • There are some notentirely surprising gender differencesTop genres that trigger multitasking behavior, in rank order Total Male Female Reality News Reality True to stereotype, News Sports News sports jumps to the second slot for guys; Comedy Reality Comedy doesn’t appear in top five for Sports Comedy Food ladies Food Food Drama27
  • Multitasking duringcommercials28
  • Communication with others is a frequent activityI frequently do this during commercial breaks... Text 52% Talk 45% Email 42% Social Network 39% IM 28%29
  • 1/4 connect with content around the TVprogram and ads frequently during breaksI frequently do this during commercial breaks… A third are potentially distracted during commercials while Content not related to the seeking additional program I was watching 34% content on the mobile web Website related to a commercial 26% A quarter are Use search engine to look up reacting info related to commercial 25% immediately to a commercial Content related to the program I was watching 25%30
  • DVR usage impacts multitasking slightlyI multi-task on mobile web during... During a live TV show 59% During a recorded TV show 55% Commercials during live TV 61% Commercials during recorded TV 52%31
  • Theres a definite need to optimize mobile sites 52% of consumers are disappointed when companies do not have specialized sites for their mobile Internet browser 79% of large online advertisers do not have a mobile optimized siteConsumer Marketer 32 Consumer Source: Y! Mobile Modes Study | August 2011 Marketer Source: Google Mobile Ready: Part 1 | March 2011
  • Sports & Mobile Multitasking33 Photo credit: Flickr user FrenchKheldar
  • A 1/3 use their mobile to checksports content several times a week How often do you read sports content on your mobile device? 41% 33% 18% 15% 13% 12% Weekly Daily 1-few 1-few Less than once Never times/week times/month a month34
  • With 122M mobile Internet users.... 60% 73 of respondents mobile TV multitaskers million mobile multitask while watching sports SOURCE: Base used for projections based on ComScore MobileLens, June 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or application or SMS (except mobile to mobile)35
  • Almost half multitask duringsports events; guys more likelyI multitask on the mobile web during sporting events… 52% During recorded TV sporting event 45% 51% During live TV sporting event 44% 40% Men Attending a live sporting event Overall 34%36
  • Reminder: what do they do, overall?2 C’s, in rank order: 1.Content 2.Communication37
  • More of these multitaskers areengaging with some sort of contentI do the following... 2Cs 60% Are engaged with 69% Are engaged with some kind of some kind of communication content38
  • For sports, content dominatesI do the following... Scores from other games 40% Look up team/player info/stats 34% CONTENT 69% Schedules for other games Headlines 27% 33% Fact checking a friend 26% Fact checking an announcer 22% Sports-related photos 21% We love to bust somebody by Sports online videos 20% proving them Sports blogs 19% wrong, don‟t we? Manage fantasy team 12% Make sports related purchase 10%39
  • Connection comes in manyforms, including smackI do the following... Text 44% Check social nets 31% Email 24% Smack talking IM 21% came in surprisingly low Talk smack online 20% (can‟t see the other guy‟s face?) Post photo of the event 19% Post video of the event 12%40
  • Behavioral analysis SUPERBOWL 201141 Photo credit: Flickr user gcfairch
  • 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 4:05 PM 4:10 PM 4:15 PM 4:20 PM 5:25 PM 5:30 PM 5:35 PM 5:40 PM 6:45 PM 6:50 PM 6:55 PM 7:00 PM 3:30 PM 3:35 PM 3:40 PM 3:45 PM 3:50 PM 3:55 PM 4:00 PM 4:25 PM 4:30 PM 4:35 PM 4:40 PM 4:45 PM 4:50 PM 4:55 PM 5:00 PM 5:05 PM 5:10 PM 5:15 PM 5:20 PM 5:45 PM 5:50 PM 5:55 PM 6:00 PM 6:05 PM 6:10 PM 6:15 PM 6:20 PM 6:25 PM 6:30 PM 6:35 PM 6:40 PM 7:05 PM 7:10 PM 7:15 PM 7:20 PM 7:25 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) 42 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 • Fox in house - Daytona 98 Ads during Super Bowl (3hr 40min) Bud Light -4:25 Homeaway.com -6:44 Chevy Silverado 500 -5:45 -4:26 Bridgestone - River flood between Ads-20% Fast & Furious3 BMW X3 Chatter (Salesforce) -5:09 -5:49 Go Daddy Fox in house Hyundai Elantra • Motorola Zoom Volkswagen (beetle) time = 3.5 min -3:58 First touchdown - GreenBay 4:01 avg. 30 sec/ad BMW Diesel -4:28 -4:31 SHOW: BlackEyedPeas -5:22 Groupon.com - Tibet Coke - Borderline -5:51 Fox in house -6:46 -6:47 • -4:02 Coca Cola - Dragon -5:53 Mercedes – p-diddy 10% Pepsi Max Doritos Hyundai Elantra 3.5 Ads/Ad break = ~ 2 min THOR (movie) Volkswagen -4:33 Chatter (salesforce.com) Fox in house Stella Artois CarMax The X factor Fox in house –Chicago code Fox in house - house -6:49 • Car fax Fox in house-Fringe -4:04 -4:05 Frequency: 2min Ads break per every 5 min -4:39 Snickers Career Builder - monkey Chase Bank GM Ram 1500 Car fax -5:55 -6:00 Chrysler (2:00min) -6:56 Chevy - Camaro (1min) Verizon + iPhone Cowboys (movie) Super 8 (movie) -6:02 -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] 4:30 PM 4:35 PM 4:40 PM 4:45 PM 5:50 PM 5:55 PM 6:00 PM 6:05 PM 7:10 PM 7:15 PM 7:20 PM 7:25 PM 3:30 PM 3:35 PM 3:40 PM 3:45 PM 3:50 PM 3:55 PM 4:00 PM 4:05 PM 4:10 PM 4:15 PM 4:20 PM 4:25 PM 4:50 PM 4:55 PM 5:00 PM 5:05 PM 5:10 PM 5:15 PM 5:20 PM 5:25 PM 5:30 PM 5:35 PM 5:40 PM 5:45 PM 6:10 PM 6:15 PM 6:20 PM 6:25 PM 6:30 PM 6:35 PM 6:40 PM 6:45 PM 6:50 PM 6:55 PM 7:00 PM 7:05 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) 43 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) 44 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from TNS
  • Y! Mobile 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) 45 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from TNS
  • Mobile Search Queries Explode “Super Bowl”* is the most frequent search query – More 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% Search queries related to TV commercials during Super Bowl have significantly increased – Go Daddy: 6900% – Chevy Camaro: 1700% – Super Bowl: 980% – Super 8 (Movie): 1970% – Transformer (movie): 610% – Volkswagen: 300% – Green Bay: 180% – THOR (movie): 81% Note: 1) Super Bowl query term*: Super Bowl, Superbowl , or query terms including Super Bowl or Superbowl 46 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
  • Behavioral analysis ACADEMY AWARDS 201047 Photo credit: Flickr user Dave_B_
  • Mobile web traffic analysis during the Oscars strongly correlated to ad breaks... Yahoo! Mobile Front Page User Traffic 40% + 39% Mobile-Web User Traffic Highest peaks 30% occurred after the TV Ad Breaks show, suggesting that users look beyond TV 20% post-event to learn and read more. 10% +INDEX 0% Time - (by 5min slot) -10% Before During the Oscars TV event (5-8pm, PST) After Oscars 48
  • ... with strong increases toY! News & FP especially during the "after party" Average increase in traffic and engagement on 12% Yahoo! Mobile overall during commercials Increase in content consumption on Yahoo! 39% Mobile Front Page 125% Higher browsing activity on Yahoo! Mobile News 13% Increase in searches on Yahoo! Mobile Search Increase in checking and sending emails on 6% Yahoo! Mail49
  • Behavioral analysisWORLD CUP 2010 50 Photo credit: Flickr user wjarrettc
  • Mobile traffic to Y! shows greatest spike during half time & post game ad slots... Yahoo! Mobile Front Page User Traffic 40% Mobile-Web User Traffic Again, the highest peaks occurred after the event. 30% TV Ad Breaks Half time Commercials + 24% 20% 10% +INDEX 0% Time - (by 5min slot) -10% Before the game World Cup (11:30am – 1:20pm, PDT) After 51
  • ...with strong increases on Y! Newsproperties on the mobile device Average increase in traffic and engagement on 10% Yahoo! Mobile overall Increase in content consumption on Yahoo! Mobile Front 24% Page 57% Higher browsing activity on Yahoo! Mobile News 12% Increase in searches on Yahoo! Mobile Search52
  • 53
  • Tablet users currently showhigher levels of multitaskingI multitask when I watch...? LAPTOP OR WEB-ENABLED TABLET DESKTOP PC MOBILE PHONE PC Reality - Competitions 34% 35% 42% Reality - Makeovers 27% 27% 32% News 50% 49% 56% Sports 41% 42% 47% Food 40% 41% 49% Do-it-yourself/How-to 29% 29% 34% Award shows 29% 30% 37% Action-adventure 28% 28% 34% Science fiction 25% 24% 32% Adult animation 20% 20% 26% Q: You mentioned that you multitask by using mobile and tech devices while watching TV. Based on your experience, during which types of shows are you likely to multitask using tech/mobile devices? Base: multitask With Mobile/Tech While Watching TV54
  • Phone & PCs are more aboutcommunicationWhat were you doing when multitasking? LAPTOP OR WEB-ENABLED TABLET DESKTOP PC MOBILE PHONE PCEmail 82% 61% 60%Social Networking 72% 54% 50%IM 52% 46% 37%Not related to what Imwatching 77% 44% 53%Related to what Im watching 65% 38% 57%Look up info on a commercial 64% 36% 55%Read news 60% 32% 50% Q: You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching TV Once a Month +55
  • Laptop/phone is the most importantdevice but Tablet PC rises in prominenceWhich device is most important? (1st,2nd, or 3rd)Top 4 Devices Shown Total Population Tablet PC Owners 1ST, 2ND, 1ST, 2ND, OR 3RD OR 3RD Web-Enabled Mobile Phone 75% Web-Enabled Mobile Phone 61% Laptop computer 63% Laptop computer 60% Desktop computer 46% Tablet PC 46% Gaming console 27% Desktop computer 40% Q: Please rank the following devices based on their importance to you. Select one per column.56
  • Conclusions• TV multitasking is big. 80% mobile multitask 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.57
  • 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.58
  • This study was conducted as part ofthe 2011 edition of the RazorfishOutlook Report. The full report can beaccessed here:razorfishoutlook.razorfish.comTo see our full POV includingimplications and recommendations formarketers, see this article:http://razorfishoutlook.razorfish.com/articles/forgetmobile.aspx59
  • Key playersRazorfish: • Jeremy Lockhorn VP, Emerging Media @newmediageekYahoo! • Ashmeed Ali • Jung-Uk Kim Senior Manager, Strategic Insights Senior Manager, Data Insights • Ira Amilhussin • Edwin Wong Senior Manager, Strategic Insights Director, Strategic Insights60
  • THANK YOU!61
  • APPENDIX62
  • PC users are bigger TV multitaskers. Tablet andmobile owners arent far behind.I use the following to multitask when watching TVAmong Device Owners At least once a week Everyday 18% 32% 21% 20% 26% 32% 66% 46% 49% 46% 36% 28% Laptop or Tablet PC Web-Enabled Basic Mobile Web Enabled E-Reader Desktop PC Mobile Phone Phone MP3 Q: How often do you use any of the following devices while watching TV at home?63
  • Demographics play a key role in device drivenmultitaskingI use the following to multitask when watching TV everyday...Among Device Owners Total Male Female M(18-34) F(18-34) M(35+) F(35+)Laptop orDesktop PC 66% 64% 67% 70% E 67% E 58% 67% EWeb-EnabledMobile Phone 49% 49% 49% 59% EF 55% EF 37% 42%Tablet PC 46% 46% 46% 52% E 42% 36% 50% Q: How often do you use any of the following devices while watching TV at home? Base: Own Device (Floating Bases)64