Media Meshing - Meet Europes Media Multi-Taskers by Microsoft


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Media Meshing - Meet Europes Media Multi-Taskers by Microsoft: TV and Internet consumption across Europe (June 2010)

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Media Meshing - Meet Europes Media Multi-Taskers by Microsoft

  1. 1. Meet Europe’s media multi-taskers The rise of simultaneous TV and Internet consumption across Europe
  2. 2. Media Meshing: meet Europe’s media multi-taskers The rise of simultaneous TV and Internet consumption across Europe Media Meshing, a new study by Microsoft® Advertising, has delved deeper than ever-before into the habits of people who are simultaneously watching TV and using the Internet – an activity that has led to such people being described as media multi-taskers1 Surveying 1,050 adults across seven European countries2, this investigation has built on the 66% multi-task once a week work of the EIAA’s Mediascope research, which since 2006 has quantified media multi-tasking trends across Europe. Through this newly released Microsoft Advertising investigation we have found 56% multi-task several that usage of the Internet whilst also watching TV is times a week now very much a mainstream activity, with Media Meshing finding that a significant 70% of Europeans are doing so3. Indeed many are multi-tasking on a daily basis: 40% multi-task most Across the markets tracked, Denmark and the UK days or evenings emerge as those with the highest proportion of multi-taskers with 77% of Internet users using Frequency of media multi-task activity both media simultaneously once a week or more often. They are closely followed by Germany (73%), Belgium (71%) and Italy (69%). France (63%) and Spain (56%) show the lowest rates. 1 All references to media multi-taskers in this report use the following definition for the term: all those who use/access the Internet whilst also watching TV 2 150 respondents in each of UK, FR, DE, ES, IT, DK, BE page 2 3 At a frequency level of once every one to two weeks or more often
  3. 3. Key talking points All of the key take-outs below relate to TV and Internet media multi- tasking frequency of at least once every two weeks: Media multi-tasking is mainstream. Channel-surfing becoming web-surfing. Two in three European Internet users are now It’s long been accepted that if people don’t stay simultaneously using the Internet whilst watching tuned to the ads during TV commercial breaks TV on at least one occasion per week. 40% do so then they’re most likely to channel surf and switch most days or evenings. over. Our study data indeed confirms this, but only fractionally behind that is a shift to using the Media multi-tasking of TV and Internet Internet — 39% say they change the channel when TV commercials air, 37% say they use the Internet. varies little by gender. There is no substantial gender bias in TV and Internet Complementary roles of TV and Internet media multi-tasking with only a three percentage advertising. point difference between men and women. Our media multi-taskers detail some interesting 16-24s are more likely to be ‘every-day’ similarities in their views of TV and Internet advertising, with both offering a similar role in TV and Internet media multi-taskers. people’s minds for broad awareness as well as for With nine in ten of them doing so, 16-24s are interest, persuasion and product trial purposes. 20% more likely to be TV and Internet media multi-taskers. Internet driving offline and online purchases for media multi-taskers. Day of week is a big differentiator for One in three of our multi-taskers have made an media multi-tasking. offline shop/retail purchase as a result of an Internet At the weekend, we see multi-tasking activity is twice ad – a lower proportion than TV. However, a as high during the daytime (10:00hrs to 17:30hrs) significant proportion of that is on par with the key than it is during the working week – 47% vs. 23%. online purchase channels such as offline retailers’ own websites, or e-retail specialists such as Amazon. Communication is the most popular Internet activity when multi-tasking. Communication such as email or use of instant messenger account for three of the top four Internet activities done whilst media multi-tasking. Here we do see gender differences play out, with men content-led in their Internet usage, whilst women are more focused on communication in its various forms. page 3
  4. 4. When are people media multi-tasking? Unsurprisingly weekday multi-tasking differs very much from the same activity at the weekend. It is also worth looking more deeply at dayparts within the day, where we see some interesting differences emerge. Weekdays During the week multi-tasking is mainly a prime- time activity. Looking at people who multi-task at least once every two weeks we see that: 71% do so during prime time between 17:30 and 21:00hrs 39% in the night-time slot between 21:00 and 06:00hrs And whilst daytime is lower, almost one in four of this group multi-task during this period (23%) The more rushed and hectic morning daypart (06:00 to 10:00hrs) sees the incidence rate fall to just 10% Multi-tasking is an area we expect to grow as ‘always-on’ terminals become more prevalent in our households – either through laptops/netbooks that don’t ever get turned off or handheld Internet- enabled devices such as smartphones or portable gaming/web browsing devices. page 4
  5. 5. Gender differences aren’t significant, but due to a greater proportion of women being at home (near a TV) during the day, women are more likely to multi-task during this daypart: 11.8% Male Morning 39% more likely for men 7.2% Female 21.7% Daytime 13% more likely for women 24.6% 72.1% Evening 69.6% 3.5% more Night-time 43.7% likely for men (so effectively 34.5% flat) 27% more likely for men In terms of age within gender we see that the following groups are the most likely to multi-task: Daytime Evening Night-time 25-44 16-24 25-34 16-34 Weekends As stated, expectation would be that weekend • Less significantly, but still notable, is an 11% patterns of TV and Internet media multi-tasking are lower rate during the evening slot of 17:30 to very different to those seen during the week. Our 21:00hrs survey findings absolutely saw this played out, with daytime weekend multi-tasking activity being much • Night-time usage is pretty much level between weekends and weekdays higher than during the week. • 47% of our regular media multi-taskers do so • From a gender perspective we see men are more than twice as likely to multi-task during during the day – more than double the rate we the morning daypart, and 42% more likely see during the week during the night-time daypart page 5
  6. 6. What are people doing? In terms of channel and message planning it helps us to know exactly what people are doing online whilst they are also watching television. Email is the dominant activity (as it is overall for communication (see chart below), with social media, all Internet activity) – 75% of all media multi- networking and instant messaging the third and taskers state email as an activity they undertake. fourth most popular activities. General web surfing In fact, three of the top four activities relate to comes second. 75% Email 64% General web surfing 49% Access social network profile(s)/site(s) e.g. Facebook, LinkedIn 39% Instant messenger Read content I’m interested in e.g. sports, 37% entertainment, finance, music, cars etc. Read the news/current affairs e.g. an online 34% newspaper or other news site such as MSN news 34% Research a product I’m currently thinking of buying 20% Watch other TV/Video content e.g. YouTube, MSN Video Question: Which of the following do you do on the Internet on the occasions you use it whilst also watching TV? Base: all those who media multi-task (use the Internet at the same time as watching the television) at least once every two weeks (n=735). page 6
  7. 7. E-Activities demanding high engagement are closer to the point of purchase than it ever has still more commonplace than might be expected, been in the days before round-the-clock Internet perhaps indicating how little attention the connectivity in the home. There is certainly a television attracts during some media multi-tasking complementary relationship at play between the occasions. In fifth and sixth place we see ‘reading two channels and it will be interesting to see how news’ and ’reading other content’. the development of product placement during TV programmes impacts and potentially strengthens Following that is ‘research a product I’m currently this relationship. thinking of buying’ with one in three people identifying that as an online activity they Some interesting gender differences also emerge, undertake whilst watching television. There is notably for social networking (more likely amongst clear scope for TV to influence here, with the women) and for reading ‘other content’, more likely audio-visual strength of TV advertising being amongst men. All Men Women Difference (men vs. women) Email 75% 71% 79% -11% General web surfing 64% 67% 61% +10% Access social network profile(s)/site(s) 49% 41% 57% -28% e.g. Facebook, LinkedIn Instant messenger 39% 39% 39% - Read content I’m interested in e.g. sports, 37% 47% 28% +68% entertainment, finance, music , cars etc. Read the news/current affairs e.g. an online 34% 40% 28% +43% newspaper or other news site such as MSN news Research a product I’m currently 34% 22% 18% +22% thinking of buying Watch other TV/video content 20% 37% 31% +19% e.g. YouTube, MSN Video Question: Which of the following do you do on the on Internet on the occasions you use it whilst also watching TV Base: all media multi-taskers (use the Internet at the same time as watching the television) at least once every week or two (n=735) page 7
  8. 8. How does TV advertising influence audience behaviour? Focusing more closely on advertising and the implications for marketers, we were keen to explore the relationship between Internet usage and TV commercials, rather than more general TV viewing and simultaneous Internet usage. For that reason we asked ‘What do you usually do when TV ads/commercials come on during or after a programme?’ The results: 39% Switch to another channel 37% Chat to somebody else in the room 34% Use the internet 18% Leave the room temporarily 16% Carry on watching 9% Leave the room 7% Other/something else Base: all respondents (n=1055) It’s interesting to see that channel-surfing or conversation are the most popular TV ad-break distractions, followed closely by Internet usage. Future research should follow-up on this and concentrate specifically on what activities people engage in online during TV ad breaks, and whether TV commercials can influence or prompt this activity. page 8
  9. 9. Do TV ads drive Internet research? We also quantified the influence of TV ads on online research. 51% of people have looked for an ad (or its theme tune) online that they’ve previously seen on TV – compared to 49% who haven’t. And whilst it’s gender neutral, it certainly isn’t age neutral with two-thirds (66%) of 16-24s having done so, but declining by age group to 35% for 45-55 year-olds. Significantly, 40% of people also say they expect to be able to go online to watch a TV ad again if they want to (with a similar gender and age pattern to that detailed above). The social/viral aspect of TV ads online was also investigated. Almost one in five people have previously sent a web-link of a TV ad to somebody by email or other method of social communication. Men are 25% more likely to have done so and again it’s the younger age groups that exhibit a greater propensity to share content virally. page 9
  10. 10. Roles of TV and Internet advertising Role of TV and Internet Ads Broad coverage across the information and persuasion spectrum for multi-taskers. Q: To what extent do you agree with the following statements? Internet ads TV ads Tell you about a brand/product 71% 75% you’ve not heard of before Similar role for TV & Internet Give you new info about a brand 61% 62% /product you have heard of 50% Spark interest in a brand 58% Areas more traditionally Prompt you to talk about associated as 45% 53% with someone else strengths of TV ads Persuade you to try a 45% 48% brand/product Make you re-evaluate a 41% 43% brand/product Similar and relatively Help you decide which brands 42% 41% strong performance are relevant to you for Internet ads - giving info and 33% Make you like a brand 40% helping you decide are the influencers further down the Gives you enough info to 44% 37% purchase funnel make a purchase As illustrated in the chart above, we can see Sparking interest, persuasion and product trial: that there are some interesting similarities and the traditional strength for TV advertising is still complementary differences between the role of a apparent here, but Internet ads also perform well TV ad vs. an Internet ad for consumers. and are as likely to persuade someone to try a brand or product. Broader awareness: both fulfil a similar role for telling a consumer about a product and brand as well as giving further information about a product they are already aware of. Base: all TV + online multi-taskers (n=735) Q: to what extent do you agree with the following statements? (Based on IAB Thinkbox 2006 question framework) page 10 Data illustrated represents net agree (strongly agree or agree)
  11. 11. Complementary responses to TV and Internet advertising In terms of response to ads, most people have either visited a brand or product website to find out more or searched the Internet for where to buy a brand or product. Both responses indicate a similar performance Response to TV and Internet Ads for TV and Internet, with around 50% of all TV and online multi-taskers having used both for Advertising from TV and Internet prompt further further research. online research, with product and purchase research being the most common responses. To pursue this finding we asked: Q: Have you ever responded to TV/Internet ads in the following ways? Internet ads TV ads Visited a brand/product website to find out more Searched the Internet for where to buy a brand/product Looked in a (high street) shop for brand/product Responses more traditionally Remembered a brand/product when associated with TV ads considering buying Talked to someone about a brand/product Used a comparison/review website Immediately searched the Internet for more information Searched the Internet for competitors Bought a brand/product online Looked at blogs or forums to discuss 0% 20% 40% 60% page 11
  12. 12. The difference between the two ad channels is a little more marked when it comes to driving a response in the form of: • Having visited a (high street) shop (for the brand or product advertised) • Having remembered (an advertised) brand or product when considering purchasing • Having talked to someone else (about the brand or product advertised) Without trend data we cannot conclusively discuss how this may have changed over time. However, if we think of how Internet ads are increasingly able (and brands willing) to incorporate social messaging within the ads it is probably fair to say there has been growth in the number of people having been prompted to talk to someone else about brands/ products they’ve seen advertised online1. For the more online specific responses, such as using a comparison/review website or buying a brand/product online, Internet ads clearly drive a greater proportion of such responses. 1 If we explored this further in a qualitative setting we could prompt to see whether a person’s answer to this question includes their ‘online conversations’ e.g. via email, messenger or social media channels page 12
  13. 13. Where are purchases being made? We have a growing body of econometric modelling work that is explaining how, when and where online is driving offline sales1. This study looks at people’s own responses to where they feel ads influence them in terms of offline and online purchases. Purchase-driving effect of TV and Internet Ads One in three say Internet ads have driven them to Q: Have you purchased from each of the following make an offline purchase - on par with several key places as a result of seeing a TV/Internet ad? online purchase channels. Internet ads TV ads 34% Shop/retailer - i.e. a real-life store on the high street (not an online shop) 67% 33% Website of a well-known shop - a shop that also has stores on the high street 34% 33% Online shop - e.g. buying Nike t-shirt from Amazon 28% 31% eBay/other auction site 28% 35% Via an online shop you were directed to via a price comparison website 25% 32% Direct from a manufacturer’s own website - e.g. buying a Dell laptop directly from the Dell website 23% Base: all TV + online mutli-taskers (n=735) One in three of our multi-taskers have made an offline shop/retail purchase as a result of an Q: Have you purchased from each of the following Internet ad – a lower proportion than TV2, but a places as a result of seeing a TV/Internet ad? significant proportion that is on par with the key Data illustrated represents those answering YES online purchase channels such as offline retailers’ own websites, or e-retail specialists such as Amazon. 1 Kellogg’s wakes up to online success with Microsoft. 2 Some of this difference will be actual, and part of it will also be skewed by our own predisposition to immediately think of online purchases when asked about Internet ads – an understandable bias but worth bearing in mind in a page 13 claimed-response survey approach.
  14. 14. Driving awareness We mentioned above how econometric modelling is beginning to make its presence felt in terms of explaining how well online advertising can influence offline sales – previously long-held perceptions had many believe online couldn’t perform in this way. Another preconception we see is the branding/ when asked to think about which types of ad do awareness capabilities of online, with many still the best job of making us aware of brands/products preferring to think of online only as a response we weren’t previously aware of, Internet ads are channel, with TV, Press and Outdoor being the selected by one in two media-multi-taskers (51%). big awareness drivers. In today’s world, the old Only TV posts a higher level of agreement (72%). assumptions are no longer holding true, not least Magazine ads (30%) rank third (after Internet ads), for the rise in media multi-tasking. From this study followed by Outdoor ads/posters (27%), Newspaper of European consumer perceptions we see that ads (23%) and Radio ads (19%). The impact for marketers So what does all this mean for those working in the various sectors of the Marketing Communications industry? We have seen from this study that using the adoption of multi-tasking means there is scope Internet at the same time as watching the television for TV and Internet advertising to be much more is now a mainstream activity across Europe, with closely integrated. From more broad-spread 70% of us doing so at least once every two weeks, inclusion of URLs in TV ads, to more integrated and 40% of us doing so most days or evenings. story-telling across the two platforms, a cohesive TV and online multi-tasking is mainstream, and approach will enable both immediate and time- frequency will only grow further as netbook and shifted ‘linking’ of the brand and product message laptop penetration grows, and when there is and will create a deeper user experience. Naturally broader rollout of web and widget-enabled TVs at this means new questions arise, such as “what household level. types of prompt should TV ads make when the aim is to invite target consumers to continue the This impacts traditional assumptions about how conversation online?” If our primary activity online we consume content from (and communicate via) when watching TV is communication, as revealed these two channels and the attention paid to each in this study, then we have a strong guide in terms when doing so. It also impacts how commercial of what may work – i.e. email, instant messaging or messaging works across the two channels. In social media channels. this regard, even at its simplest level, such broad page 14
  15. 15. From a platform programming perspective, competitions, exclusive behind-the-scenes footage MTV’s view on this is worth noting. Dan Hart, and interviews with the stars for deeper interaction. MTV Digital’s Senior VP thinks that ‘TV 2.0’ needs Films such as The Watchmen, The Dark Knight and to address the interaction between viewers and Cloverfield are all great examples of how this has programmes with something he calls “The Layer already been delivered. Cake”. That involves balancing ideas like instant We are very much in an evolving space here. TV messaging with live TV, user-generated video- and online will continue to converge in many phone programming, and on-air Twitter-esque regards. We have several factors driving this video blogging1. convergence, including, but not limited to: Microsoft Advertising has seen great success in such an initiative. In partnership with the UK TV • Online catch-up services: rapid take-up of PC- based viewing of TV content – e.g. catch-up broadcaster E4, we deployed a messenger bot services from traditional local media companies in Windows Live Messenger to allow viewers of such as the BBC in the UK, and international the E4 youth drama, Skins, to interact with the media businesses such as MTV bot and view exclusive additional content, whilst simultaneously watching the show live on TV. The • Real-time online viewing: real-time viewing multi-tasking solution was a huge success with such as the recent England football game usage almost three times greater than the intended that was a web-only event and increasing target and double the anticipated conversions for penetration of Internet-enabled TVs moving viewers on to the website. • Video on-demand: e.g. movies from services Another example comes from our recent such as Xbox LIVE Video Marketplace, Amazon Showtime project [ Video on Demand and local market providers com/europe/20th-century-fox-study] – a such as Sky in the UK – delivered in these Microsoft Advertising partnership research study examples via games console, web, or online in association with 20th Century Fox and MESH and TV set-top box Planning. This has highlighted the value of digital Inevitably our marketing communications will activity in expanding the experience of film- have to adapt as this convergence means our launch promotion, with clear evidence emerging consumption behaviours change. How can we of film-goers’ tendency to move from ‘traditional’ capitalise on this perception and really drive further touchpoints to further explore film-trailers, reviews value? Our understanding of who is media multi- and interviews online. This opens up marketing tasking, where, when and why is one route to opportunities , enabling studios to provide addressing and helping answer this question. more personalised features such as wallpapers, 1 page 15
  16. 16. You dream it. We deliver it. © 2009 Microsoft Corporation. All rights reserved. Microsoft is a trademark of the Microsoft group of companies.