Connecting the story - THE FIRST GLOBAL STUDY OF NEWS CONSUMPTION ACROSS MULTIPLE SCREENS - BBC

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Presented by Joe Hall, Senior Business Insights Manager, BBC
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

Published in: Business, News & Politics
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Connecting the story - THE FIRST GLOBAL STUDY OF NEWS CONSUMPTION ACROSS MULTIPLE SCREENS - BBC

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. connecting the story THE FIRST GLOBAL STUDY OF NEWS CONSUMPTION ACROSS MULTIPLE SCREENS 1
  5. 5. we talked to people BBC and non-BBC users from countries • upscale news consumers • owners of at least 3 out of 4 TV LAPTOP/ DESKTOP TABLET SMARTPHONE 2
  6. 6. addicted to news 3
  7. 7. STAYING IN TOUCH WITH GLOBAL NEWS globally, agree that it’s important to stay in touch with what’s going on in the world Top 25% income earners Global Web index wave 7 2012 Sample : 947,472,000/ 15,312 Q: Below are a number of statements on your outlook on the world. Please indicate the extent to which you agree or disagree with each one: „It is important to stay in touch with what is going on in the world‟. 4% disagree. 4
  8. 8. STAYING IN TOUCH WITH NEWS One in six waking hours consuming news Almost 3 hours every weekday consuming news Very little difference by demographics – 25-34s consume the most Q: How many hours a day do you spend consuming the news? Base: 3195 (excluding those in India) 5
  9. 9. NATIONAL AND INTERNATIONAL NEWS OF EQUAL IMPORTANCE National news 84% International news 82% General news 79% Local news 79% Financial/Business news 61% Sports news Arts/Entertainment news 56% 43% Q: Which of the following types of news are you interested in? Base: 3610 6
  10. 10. the multi screen newsroom 7
  11. 11. THEY KNOW WHAT THEY WANT – THE QUESTION IS HOW DO THEY GET IT? two thirds use different devices for different ways of consuming news Q: Below are listed some statements which describe why people use different devices or screens for news consumption. Please indicate to what extent you agree with each of them. Base: 3610 8
  12. 12. SIZE MATTERS… … but choice is more complicated than simply screen size occasions and settings purpose / intention time of the day daily routines intensity of consumption people around type of news 9
  13. 13. ROLLING NEWS: ALWAYS CONNECTED 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or consume the news during the week? (Base: Tablet users) Base: 2014 10
  14. 14. WE ONLINE, BUT WE STILL TV news consumption Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend day? Base:3610 Q: Thinking briefly about your total usage of different screens and devices, including both news and non news activities, what percentage of your consumption do you spend on each screen/device on a typical weekday and weekend day? Base: 3610 11
  15. 15. …AND USAGE IS EXPECTED TO GROW using TV news more than five years ago expect to use TV news more in next five years increase in TV consumption in last two years across Europe Q: How much do you use each device for consuming news today, compare to 5 years ago? Base: 3522 Q: And how do you see this changing in the next 5 years? Base: 3522 12
  16. 16. CURATED CONSUMPTION… higher than laptop over half describe news consumption as “in depth” on TV higher than tablet Considered analysis is the main reason for 1 in 10 choosing TV higher than smartphone “It gives more detail and I don’t have to search” Q: How would you describe the way you consume news on each device? Base: 3522 Q: You chose TV as you one and only news device, why is this? Base: 437 13
  17. 17. DEEPER ENGAGEMENT use TV first to check a breaking news story TV inspires deeper research then turn to online to get more information to confirm the story of viewers have used the website of the channel they are watching (51% the website of a different news provider) to get more information Q: Imagine a momentous news day, or a huge news story that you are interested in. Which device would you turn to first to check on the breaking news? Base: 3610. Q: Where would you go afterwards to confirm / check on the news story? Base: 3610 Q: While consuming the news on TV, do you ever use another device or screen at the same time? And what are you using each device for? (Base: People who use the TV for news consumption) Base: 3610 14
  18. 18. BIG SCREEN & SOCIAL number one reason for using TV size of screen 3x say there will always be a TV–style screen for shared news consumption more likely to watch news on TV with other people than accessing news on any other device Q: You chose TV as you one and only News device, why is this? Base: 437. Q: How would you describe the way you consume news on each device? Base:3522. Q: How much do you agree with the following items? „ There will always be a TV style screen for shared news consumption‟ Base: 3610 15
  19. 19. IF YOU ONLY CHOSE ONE DEVICE FOR NEWS Q: If you could only use one of these devices to consume news, which one would it be? Base: 3610 16
  20. 20. IN DEPTH RESEARCH laptop is used more than any other device for in-depth research more than TV more than smartphone more than tablet cite choice/control as the main reason “By using a laptop I get to scan news as well as watch detailed news with research at my own convenience” Q: How would you describe the way you consume news on each device? Base: 3610 Q: You chose Laptop as you one and only news device, why is this? Base: 555 17
  21. 21. TAKE TABLETS FOR MULTIPLYING EFFECT I use TV more than I did five years ago tablet user non tablet user Q: How much do you use each device for consuming the news today, compared to 5 years ago? Base: Tablet users: 2014 / Non Tablet users: 1596 18
  22. 22. TABLETS AUGMENT TV tablet users In the next five years I will use TV… 23% 1% 1 non tablet users 19% 10% …much more …a bit more Q: And how do you see this changing in the next 5 years? Base Tablet users: 2014 / non tablet users: 1596 19
  23. 23. SHARED BELIEFS compared to non tablet users tablet users are sharers – but credibility drives sharing more likely to discuss stories on blogs more likely to share news stories on social networks more likely to share news stories once they have checked it on a professional news organisation Q: How much do you agree with the following items? Base: Tablet users: 2014. Non base: 1596 20
  24. 24. A CHEEKY PEEK? more than any other device smartphones used mainly for reading headlines, quick checks and skimming of consumers state portability/ ability to access any where and at any time as key reason for using smartphone for news of consumers who state smartphone would be their only device attribute ease of use/speed of access – the biggest reason after portability Q: How would you describe the way you consume news on each device? Base: 3610 Q: You chose smartphone as your one and only news device, why is this? Base: 485 21
  25. 25. OR SOMETHING MORE MEANINGFUL? 41% WATCH SHORT NEWS CLIPS Comparable with tablets and desktop/PCs Used to access the news 3-4 times daily 10% FULL NEWS PROGRAMMES If you could only have one device for news consumption 18% would pick mobile – twice as many as would pick tablets Q: Which of the following types of content do you consume on each device or screen? Q: How many times a day would you say you check each device or screen for the news? Q: If you could only use one of these devices to consume news, which one would it be? 22
  26. 26. USAGE IS EXPECTED TO GROW 57% using phones for news more than five years ago 59% expect to use phones for news more in next five years Q: How much do you use each device for consuming news today, compared to 5 years ago? Base: 3522 Q: And how do you see this changing in the next 5 years? Base: 3522 23
  27. 27. ATTENTION LEVELS ON MOBILE DEVICES SURPRISINGLY HIGH Q: For each of the following actions, how much attention do you pay to them while doing so? (1 – „Paying very little attention‟ to 5 – „Paying full attention‟) 24
  28. 28. revenue at the speed of adoption 25
  29. 29. WHERE DO YOU EXPECT TO SEE ADVERTISING? Q: Which type of advertising would you expect to see on each device? (Base: 3522/3504/3314/2014) 26
  30. 30. ALL DEVICES TRIGGER RESPONSES IN ADVERTISING 1 in 4 responded to desktop ad in last 4 weeks over 1 in 5 responding to TV ad in last 4 weeks 1 in 7 have responded to mobile or tablet in the last 4 weeks Q: For each of the following phrases, please answer each of the following questions which relate to advertising. Base: 3610 27
  31. 31. ADS ON TV PROMPT SECOND SCREEN PURCHASING Whilst watching the news on TV I would also… … search for more information on a product/ service advertised …purchase a product/service I saw advertised (any devices used) laptop/PC/ desktop smartphone tablet 56% 40% 22% 32% 51% 40% 15% 24% NET score Q: While consuming the news on TV, do you ever use another device or screen at the same time? And what are you using each device for? (Base: People who use the TV for news consumption: 3522) 28
  32. 32. EVERY SCREEN HAS A PLACE “Typically I get the impulse from the TV. For digging deeper into it I would use the tablet/PC when it is something quick. When it is a bigger story I will search for details on the PC. And mostly only when I am on the go I use the smartphone for following news” constant companion gateway to the world off the beaten track has it all? but not easy to search 29
  33. 33. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  34. 34. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  35. 35. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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