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Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
Google New Multiscreen World 2013
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Google New Multiscreen World 2013

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  • 1. Google Confidential and Proprietary The New Multiscreen World Understanding Cross-platform Consumer Behaviour
  • 2. Google Confidential and Proprietary Since 2011, the smartphone gap has closed Smartphone penetration* 2011 37% 20% 2013 55% 65% Mobile optimised sites** Source:  **Google Internal Data, 2011, 2013. , Google Global Enumeration Study, Google/TNS, Q1 2012, Q1 2013..
  • 3. Google Confidential and Proprietary Majority of media interactions are screen based 88% 12% Base:All Device Interactions – PC/Laptop (1958); Smartphone (3117);Tablet (567);TV (1955). 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.
  • 4. Google Confidential and Proprietary 4 Key Multiscreen Trends 01 Device usage is driven by context 02 The consumer journey is multiscreen 03 One device no longer commands our full attention 04 Search and smartphones connect us
  • 5. Google Confidential and Proprietary 01 Device usage is driven by context
  • 6. Google Confidential and Proprietary Device usage is driven by context Time Location Goals Attitude
  • 7. Google Confidential and Proprietary Our media interaction is spread between 4 primary screens 16 minutes 27 minutes 37 minutes 43 minutes Average time spent per interaction Base:All Interactions (8591).  Q. How long did you do this activity?
  • 8. Base:All Interactions (8591). Q.Which of the following did you use? Base:Total PC Interactions (1958).Total Smartphone Interactions (3117).Total Tablet Interactions (567). Total TV Interactions(1955) Our media interaction is spread between 4 primary screens 36% 7% 23% 23% % of daily media interactions
  • 9. Smartphones keep us connected Context On-the-go at home / office Communicate & connect Short bursts of time Need quickly & now 36% of our daily media interactions occur on a smartphone 62% home use 38% out of home / office use Base:All Interactions (8591). Q.Which of the following did you use? Base:Total Smartphone Interactions (3117) 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
  • 10. Tablets keep us entertained Context Primarily used at home / office Entertainment & browsing Unbounded sense of time Relaxed 7% of our daily media interactions occur on a tablet 87% home use 13% out of home / office use Base:All Interactions Among Tablet Users (8591). Q.Which of the following did you use? Base:Total Tablet Interactions (567). 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
  • 11. Computers keep us informed and productive Context Home / office use Productive, task-oriented Requires time & focus Serious, research intensive attitude 23% of our daily media interactions occur on a PC 76% home use 24% out of home / office use Base:All Interactions (8591). Q.Which of the following did you use? Base:Total PC Interactions (1958).  Q.Which activities did you do on your PC/laptop?   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
  • 12. TV keeps us entertained Context At home Entertainment Relaxed Shared Experience 23% of our daily media interactions occur on a TV 96% home use 4% out of home use Base:All Interactions (8591). Q.Which of the following did you use? Base:Total TV Interactions(1955).  Q.Which activities did you do when watching TV?   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. Google Confidential and Proprietary Device use fluctuates by time of day Source:  Google Internal Data,.
  • 14. Google Confidential and Proprietary Device use fluctuates by time of day Source:  Google Internal Data,.
  • 15. Google Confidential and Proprietary Device use fluctuates by time of day Source:  Google Internal Data,.
  • 16. Google Confidential and Proprietary Device use fluctuates by time of day Source:  Live TV,All People, 2012 and is (C) OzTAM Pty Ltd  2013
  • 17. Google Confidential and Proprietary 02 The consumer journey is multiscreen
  • 18. Google Confidential and Proprietary
  • 19. Sequential screening Common, and mostly completed within a day use multiple screens sequentially to accomplish a task over time move between devices that same day 81% 97% Base:Total Respondents (1745). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1435). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device?
  • 20. Online Shopping 54% 59% 13% 14%27% 19 % Base: Have Started Shopping On One Device & Continued on Another (885). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on 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. The Journey Begins on Smartphones 58% Searching for info 60% Browsing the internet 59% Shopping online 46% Planning a trip 59% Managing finances 64% Social networking 49% Watching an online video Base: Have Started Activity on One Device & Continued on Another (1435); Searching (862), Browsing (1117), Shopping (925), Planning a Trip (731), Finances (704), Social (962),Watching aVideo (503). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on 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. Google Confidential and Proprietary 03 One device no longer commands our full attention
  • 23. Google Confidential and Proprietary Four primary screen combinations Television + smartphone 69% Base:Total Respondents (1745) Q. Now, we would like to learn about how you use various devices at the same time. Please think about the specific devices listed below when 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. Google Confidential and Proprietary Four primary screen combinations PC/Laptop + smartphone 53% Base:Total Respondents (1745) Q. Now, we would like to learn about how you use various devices at the same time. Please think about the specific devices listed below when answering. How often do you use more than one device at the same time (i.e., watching TV while using your PC or laptop)?  
  • 25. Google Confidential and Proprietary Four primary screen combinations Television + PC/Laptop 51% Base:Total Respondents (1745) Q. Now, we would like to learn about how you use various devices at the same time. Please think about the specific devices listed below when answering. How often do you use more than one device at the same time (i.e., watching TV while using your PC or laptop)?  
  • 26. Google Confidential and Proprietary Four primary screen combinations Television + tablet 44% Base:Total Respondents (1745) Q. Now, we would like to learn about how you use various devices at the same time. Please think about the specific devices listed below when answering. How often do you use more than one device at the same time (i.e., watching TV while using your PC or laptop)?  
  • 27. Google Confidential and Proprietary Top simultaneous screening activities E-mail 54% Internet 59% Social Network 51% Search 24% Playing Games 28% Base: Multi-Screen Occasions (2211)   Q.Which activities did you do on your [DEVICE]?
  • 28. Disruptive vs complementary screening Disruptive Screening Multi-tasking unrelated activities 72 % 75% Base: Ever Use Devices at Same Time (floating bases) Q.Thinking about how you use each of these device combinations, please indicate how you use each combination

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