Rethinking the Consumer Journey
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(Brian Hedrick, Senior Manager Search & Native Strategy, Yahoo!) The promise of multi-channel digital marketing has never been closer to reality, but it’s critical when evaluating MarTech/AdTech strategies to consider the evolution of the consumer journey. The brands that will succeed post-crossover (where time spent on smartphone is the dominant way users access the internet) are those who best understand what consumers are doing on what device, and in what context. This session will focus on exposing these trends and to take advantage of new, emerging touchpoints.
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Rethinking the Consumer Journey
- 2. 2Yahoo 2015 Confidential & Proprietary. 2 Winning with digital multi-taskers Presented by Brian Hedrick Sr. Manager, Native & Search Ad Strategy
- 3. 3Yahoo 2015 Confidential & Proprietary. 3 State of Media Emotional Response By Device Multitasking Device of Choice Agenda Smartphone Trends 3
- 4. 4Yahoo 2015 Confidential & Proprietary. The state of media 4
- 5. 5Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 5 4:31 4:11 3:58 2:16 2:12 2:10 2:15 2:54 3:18 2013 2015 2017 Content consumption is evolving. Digital dominates time spent, but smartphones alone will begin to threaten TV’s previous dominance A V G . T I M E S P E N T P E R D A Y I N ( H O U R S : M I N S ) Source: eMarketer, October 2015 Smartphone PC TV Decline: -12%▼ Decline: -4%▼ Growth: +47%▲
- 6. 6Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 6 Traditional TV watching still peaks during prime time W E E K D A Y V S . W E E K E N D | T V R A T I N G S B Y H O U R 6AM - 9AM 9AM – 12PM 12PM – 3PM 3PM – 6PM 6PM – 9PM 9PM – 12AM 12AM – 3AM 3AM – 6AM %OFTVVIEWERSHIP Prime time peak 8-9PM Source: TV viewing levels for YTD, P13+, Nielsen, September 2015 Yahoo 2015 Confidential & Proprietary. W E E K D A Y W E E K E N D
- 7. 7Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 7 …however prime time is not just for traditional TV watching anymore W E E K D A Y V S . W E E K E N D | T I M E O F D A Y A P P U S A G E Source: Flurry by Yahoo Analytics, mapped devices only, May 2015 %OFTOTALAPPSESSIONS WEEKDAY WEEKEND On weekends, midday app usage rivals that of prime time 7AM - 10AM 11AM – 2PM 3PM – 6PM 7PM – 10PM 11PM – 6AM
- 8. 8Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 8 Application usage dominates all phone activities regardless of the time of day A mobile device is dominated by application usage. Phone use is more likely to occur during the day as the smartphone converts to personal use during the evening. Source: Nielsen Biometric Day in the Life Apps Browser Call use 7AM - 11AM 11AM – 3PM 3PM – 7PM 7PM – 11PM
- 9. 9Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 9 However, there is still an uneven ad spending split between TV and digital Source: eMarketer T I M E A D S P E N D 36% 41% 47% 34% Digital TV Digital TV
- 10. 10Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 10 F L U R R Y A N A LY T I C S Aggregated US Flurry Data from May 2015 - 720K apps - 2BN+ devices globally - 10BN+ sessions/day (1.42 sessions/person) R E A L I T Y M I N E D ATA The data includes passive metering results from 500 panelists in August 2015 and 2,000 panelists from our eDiary from October 2014 through February 2015 O B J E C T I V E : In today’s crowded media landscape, we look to discover how audiences naturally interact with different media and the advertising therein. However, in order to get a clear picture of engagement, we will leverage behavioral and biometric analysis to inform our conclusions. Objective & Methodology 10
- 11. 11Yahoo 2015 Confidential & Proprietary. Emotional response by device 11
- 12. 12Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 1212 N = 150 Participants All Using Wearables: Point-of-View Glasses and Basis Wristwatches Over 1700 Hours of Measured Biometric Data 50/50 Male/Female 50/50 Millennials/Gen X (18-34) / (35-54) All Using Reality Mine Smartphone Tracking Software Methodology | Nielsen Consumer Neuroscience
- 13. 13Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 13 A T T E N T I O N - If more than one device is being used at once, the device that is being looked at for more time during cross-device use is considered to be the primary device. - Emotional Response is Tied to In-Market Success. When information elicits an emotional response from consumers, it indicates that information is relevant and prioritizes it for other cognitive processing. Cognitive processes influenced by an emotional response include orientation of attention and memory formation. - Response is shown as an indexed score. A score of 50 represents an average emotional response. E M O T I O N A L R E S P O N S E Important Metrics 13
- 14. 14Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 14 Throughout the day, Millennials are more responsive to different devices than Gen X’ers T O T A L D A Y | E M O T I O N A L R E S P O N S E T O D I F F E R E N T D E V I C E S Source: Nielsen Biometric Day in the Life 55 39 52 42 Millennials Gen X'ers Smartphone TV
- 15. 15Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 15 Ads achieve more emotional response on smartphones than on TV Source: Nielsen Biometric Day in the Life Smartphone AdsTV Ads 53EMOTIONAL RESPONSE 43EMOTIONAL RESPONSE
- 16. 16Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 16 Gen X’ers are more proficient at ad avoidance, but Millennials are more responsive to ads especially on smartphones S H A R E O F T O T A L A D E X P O S U R E Source: Nielsen Biometric Day in the Life 67% 33% Gen X’ersMillennials 46 55 40 49 0 10 20 30 40 50 60 TV Ads Smartphone Ads E M O T I O N A L R E S P O N S E T O A D S - - - Average emotional response for the day (50)
- 17. 17Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 17 K E Y T A K E A W A Y TV still leads other media in terms of overall consumption and engagement, but when you look deeper you find that it’s the content that generates the strongest emotional response. The clear winner for advertising engagement is the smartphone across the board – this is likely due to: People watch TV for the content, not the ads 1. TV ad load is so high during prime time 2. TV ad avoidance is prevalent 3. Smartphones feature advertising that can be less prevalent and more relevant 4. People who are multitasking turn to other devices during their heightened emotional state 17
- 18. 18Yahoo 2015 Confidential & Proprietary. Multitasking device of choice 18
- 19. 19Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 19 TV + Laptop is the most common multitasking method Source: Nielsen Biometric Day in the Life 58%24% 16% 2% FULL SAMPLE 55% 24% 19% 3% MILLENNIALS 65% 24% 10% 1% GEN X’ERS TV + Laptop TV + Phone Phone + Laptop All 3 Millennials and Gen X’ers are equally likely to multitask with their TV and smartphone, and Millennials multitask with their laptop + smartphone almost twice as frequently as Gen X’ers.
- 20. 20Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 20 Although most cross-device use occurs in the evening – this is an exaggerated trend for Gen X’ers Source: Nielsen Biometric Day in the Life 18% 9% 13% 60% FULL SAMPLE 24% 8% 17% 50% MILLENNIALS 2% 11% 3% 84% GEN X’ERS 7am – 10am 11am - 2pm 3pm – 6pm 7pm – 11pm
- 21. 21Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 21 Unsurprisingly, with the prevalence of multitasking during prime time, device switching is more frequent for both groups from 7-10PM G E N X ’ E R S 9.2 switches per hour M I L L E N N I A L S 8.7 switches per hour Source: Nielsen Biometric Day in the Life
- 22. 22Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 22 Millennials are considerably more proficient than Gen X’ers at multi-tasking during prime time Gen X’ers respond the least emotionally to multitasking during prime time, potentially making this a difficult audience to reach and engage emotionally for advertisers. E M O T I O N A L R E S P O N S E T O M U L T I T A S K I N G - D U R I N G P R I M E T I M E 64 53 32 40 32 32 29 N/A Gen X’ers Millennials Source: Nielsen Biometric Day in the Life Yahoo 2015 Confidential & Proprietary. TV + Laptop TV + Phone Laptop + Phone All 3
- 23. 23Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 23 Although TV is the device used the most, smartphones actually receive the highest amount of “primary attention” Source: Nielsen Biometric Day in the Life P E R C E N T O F T I M E U S I N G D E V I C E A S T H E P R I M A R Y D E V I C E - D U R I N G P R I M E T I M E 94% of the time that a Smartphone is being touched during these hours, it is being used as the primary device. SMARTPHONE 94% TV 83% LAPTOP 80% TV 83% LAPTOP 80%
- 24. 24Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 24 Digital is winning the battle for consumer attention when it comes to advertising % of time consumer attention diverted to another device when ad appeared 57% 15% 25%
- 25. 25Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 25 Multitasking is a younger person’s game, but in order to breakthrough smartphones hold the key In the battle for eyeballs during prime time where an average CPM for TV is $27 and the average daily CPM for mobile is $3*, smartphones win in: - Attention – Smartphones are the primary device of attention for consumers of all ages. - Engagement – Over half of the time a TV ad is on screen the consumer’s attention is diverted to another secondary screen (laptop or smartphone). K E Y T A K E A W A Y 25
- 26. 26Yahoo 2015 Confidential & Proprietary. Smartphone trends 26
- 27. 27Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 27 For Millennials, during prime time an increase in app use is related to an increase in emotional response Source: Nielsen Biometric Day in the Life A P P U S A G E Although using apps is still slightly more engaging than not for Gen X’ers, the increase in emotional response to apps is greatly increased for Millennials. 53 47 62 50 Millennials Gen X'ers NOT USING NOT USING +17%
- 28. 28Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 28 What drives usage varies by demographic % of total sessions Games Health & Fitness Lifestyle & Shopping Messaging & Social Music, Media & Ent News & Magazines Sports Utilities & Productivity 12% 5% 18% 23% 26% 2% 6% 8% 13% 19% 26% 34% 30% 10% 17% 11% 8% 37% 16% 9% 11% 14% 14% 8% 36% 29% 36% 33% 27% 52% 52% 69% 31% 9% 5% 1% 7% 22% 10% 4% 23% 26% 19% 26% 34% 30% 37% 16% 36% 52% 52% 69% 13-17 18-24 25-34 35-54 55+ Source: Flurry by Yahoo Analytics, mapped devices only, May 2015
- 29. 29Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 29 30% 53% 29% 158% 144% 130% Sports News & magazines Music, media & entertainment However, what will move media experiences even further is phablet ownership % growth in sessions year over year Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2014-2015 Phablets All device types +427% +172% +255%
- 30. 30Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 30 This skew is also felt emotionally depending on the types of apps being used Understanding the emotional response to app use is critical. When individuals are in a heightened emotional state, they are more receptive to “outside” information (such as ads). 51 52 52 53 47 5453 51 55 48 49 46 SMS IM Social Media Gaming Email Media & Video Source: Nielsen Biometric Day in the Life Gen X’ers Millennials
- 31. 31Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 31 In fact, how Millennials consume apps throughout the day has important nuances U S E R S 1 8 - 3 4 T I M E O F D A Y U S A G E P E R C A T E G O R Y | I N D E X E D V S . G E N E R A L P O P U L A T I O N Source: Flurry by Yahoo Analytics, mapped devices only, May 2015 NIGHTDAY Health & Fitness, 152 News & Magazines, 133 Lifestyle & Shopping, 111 Games, 106 7AM - 10AM Lifestyle & Shopping, 113 News & Magazines, 113 11AM – 2PM Lifestyle & Shopping, 108 3PM – 6PM Sports, 107 7PM – 10PM Music, Media, & Entertainment, 111 Messaging & Social, 110 Utilities & Productivity, 108 11PM – 6AM
- 32. 32Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 32 For Gen X’ers, they tend to be busier to start the morning which makes sense as they are likely to be commuting to work U S E R S 3 5 - 5 4 T I M E O F D A Y U S A G E P E R C A T E G O R Y | I N D E X E D V S . G E N E R A L P O P U L A T I O N Source: Flurry by Yahoo Analytics, mapped devices only, May 2015 NIGHTDAY News & Magazines, 149 Health & Fitness, 145 Lifestyle & Shopping, 119 Music, Media, & Ent, 116 Games, 114 Messaging & Social, 106 7AM - 10AM News & Magazine, 111 Lifestyle & Shopping, 108 11AM – 2PM Lifestyle & Shopping, 109 3PM – 6PM Sports, 106 Games, 103 7PM – 10PM Music, Media, & Entertainment, 117 Utilities & Productivity, 107 11PM – 6AM
- 33. 33Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 33 - Health & Fitness apps are more likely to be used by Millennials in the early morning hours as they are much less likely to be commuting or working. - Sports and game apps tend to be how adults 18+ end their days. - Millennials and Gen X’ers satisfy their need to be “in the know” in the morning hours by engaging with news apps as a great way to start their day. - 18-54 year olds spend the majority of their day catching up on their lifestyle and shopping apps, showing the importance of consistent messaging throughout the day, and not just when consumers are in store. - Interestingly enough, Gen X’ers are more likely to start off their day using messaging and social apps than Millennials. K E Y T A K E A W A Y S Consumers’ habits continue to evolve. As advertisers, it is important to acknowledge nuances 33
- 34. 34Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 34 Implications - Mobile apps have become the top media channel as usage on mobile increases, and app usage peaks at prime time. - Advertisers should take advantage of the heightened emotional receptivity smartphones deliver for advertising during the entire day, as it is a more efficient buy when compared to prime time TV. MOBILE IS THE NEW PRIME TIME VEHICLE OF CHOICE 34 - Remember, 57% of the time that a TV ad was seen by a participant, attention was deployed to another device (laptop or smartphone). - It is more important than ever to take advantage of digital and specifically smartphones, as it is the clear leader in engagement and attention for advertising. MOBILE IS ALSO THE KEY TO UNLOCKING ATTENTION - Mobile apps continue to grow media influence on mobile. When targeting these key segments, keep in mind the unique opportunities every demographic presents. - Content is king. As phablet penetration increases expect this to alter behavior considerably among younger demographics. APP BEHAVIOR IS EVOLVING
- 35. THANK YOU BRIAN HEDRICK Sr. Manager, Search & Native Strategy Yahoo! @brianhedrick
Editor's Notes
- Multitasking is not a new phenomenon, Monica Smith, a UCLA anthropologist has traced it back to our cavemen ancestors in her book "A Prehistory of Ordinary People" she says: "Once they started walking on two feet, their hands were free to pick up tools, fibers, fruits or kids, and their eyes could look around for opportunities and dangers," she said. "That's the beginning of multitasking right there." Now multitasking obviously looks a bit different… whether talking about Eli Manning’s facial expression during the Super Bowl on social media, or while working on my laptop on my commute home listening to Katie Couric’s live coverage of the New Hampshire primary on my phone.. I may no longer be multitasking looking for a predator, but I am none the less engaging in multiple activities at one time. So we wondered, how do these activities impact our ability to truly engage with both the content and advertising exposed across multiple devices, and which device if any was winning the war for your consumer’s attention.
- Today, we’ll be running through a couple of things. Firstly, we’ll give a brief analysis of the current state of media. Second we’ll discover how your consumers are emotionally responding to the advertising they are exposed to across multiple devices. From there we will uncover the current state of multitasking by generation, and declare a winner. Finally we’ll wrap up by sharing some insights on how consumers are engaging with smartphones on a day-to-day basis. So let’s get started
- There are more channels to discovery today than ever before in our history. In a recent study we uncovered that users reported a 55% YoY increase in video watching on their smartphone… How we experience content as consumers is changing, so it is incredibly important for us to keep up with these changes as an industry.
- As we look at eMarketer data, we see that from 2013, time spent on smartphones has increased significantly over the past four years alone. Soon time spent on smartphones will surpass that of time spent on TV.
- However, going back to traditional media, we see this all to familiar chart: showing TV viewing trends throughout the day where prime time is still king.
- But primetime is not just for traditional TV watching anymore. When looking at Flurry data, we saw that primetime usage is where the majority of app sessions take place
- In fact, when we talk about smartphones, it feels like we should be really referring to it as a smart device, as the lowest observed behavior that takes place on consumer’s smart devices are actual phone calls. The device is dominated by app usage at all hours during the day.
- So we’ve seen digital is winning in time spent, its trending upward, smartphones are becoming a dominant force, and in fact are even encroaching into the traditional primetime space… However, we still see charts like this where ad spending on TV is still greater than in digital…
- So we looked to discover how audiences naturally interact with different media and the advertising therein. However, in order to get a clear picture of engagement, we chose not to seek out self-reported behavior, instead we chose to leverage behavioral and biometric analysis to inform our conclusions. In doing so and partnering with Flurry, Reality Mine, and Nielsen Consumer Neuroscience we were able to passively observe real behavior and establish how consumers are interacting with your advertising.
- So let’s dive right in
- In fact, we partnered in a first-of-its-kind study with Nielsen Consumer Neuroscience in conducting the largest biometric Day in the Life exercise ever. We monitored 150 participants and collected over 1700 hours of biometric data. We asked participants to wear pov glasses and basis wristwatches in order to collect the data needed.
- As with all biometric reports its important to understand the metrics we were able to deliver. In this case Attention is fairly self explanatory, where consumers looked at one device for more time during cross-device and registered an emotional response that was considered the primary device of attention. The next metric is most important as it will be what we talk about the most in this deck, its Emotional Response… Emotional Response is tied to In-Market Success. When information elicits an emotional response from consumers, it indicates that information is relevant and prioritizes it for other cognitive processing. Cognitive processes influenced by an emotional response include orientation of attention and memory formation. Response is shown as an indexed score. A score of 50 represents an average emotional response. Now we know that these two metrics are vital in today’s fragmented marketplace because multitasking has become so prevalent. It is important to understand attention and ability to form a memory based on the stimulus being shared with the consumer.
- When we looked at the totality of the day, and the combination of advertising and content we noticed something interesting. Millennials overall are able to emotionally respond to media than Gen Xers, and it seems like TV performs really well when compared to smartphones.
- However when we just parse out response to advertising, we see a different story… Smartphone ads deliver the most emotional response for advertising when compared to TV… Again remember emotional response correlates directly with memory formation, and attentiveness.
- Digging into this a little bit deeper, we learned that when it comes to total share of ad exposures, Millennials are actually exposed to more ads than Gen Xers as they seem to be more proficient at ad avoidance. Now this ad avoidance leads Gen Xer’s to be most responsive to advertising on their smartphones. Likewise, if you recall from the first slide we noticed that Millennials had a higher emotional response overall to TV, but that response is to the content but not the advertising as they too are more emotionally responsive to advertising on their smartphones when compared to TV.
- So to wrap up this section we see the following key takeaways… TV still leads other media in terms of overall consumption and engagement, but when you look deeper you find that it’s the content that generates the strongest emotional response. The clear winner for advertising engagement is the smartphone across the board – this is likely due to: TV ad load is so high during prime time TV ad avoidance is prevalent Smartphones feature advertising that can be less prevalent and more relevant People who are multitasking turn to other devices during their heightened emotional state
- Now a lot of the emotional response factors we saw in the earlier section were driven by multitasking and the prevalence there of…
- And of all the ways one can multitask, TV + Laptop is actually the most frequent independent of age. The main difference is that Millennials are more likely to be multitasking on their smartphone and their laptop or on all three devices at the same time…
- During morning hours (7AM-10AM), Millennials multitask more than their Gen X counterparts. This may be driven by differences in the types of activities the groups report doing during those hours. However, Gen Xers are most likely to be multitasking during primetime hours.
- In fact, during primetime, we saw that both Gen Xers and Millennials are switching from device to device on average about 9 times per hour. This makes for an incredibly distracted consumer.
- So at the end of the day, how does this prolific multitasking behavior impact the emotional responsiveness consumers have to the content and advertising in the different devices? Well what we learned is that that Millennials’ brains are actually rewiring themselves as a result of being digital natives and allowing them to be more likely to both remember and remain attentive to multiple stimulus. Whereas Gen Xers, as digital immigrants, are not hard-wired to deal with this added stimulus and thus are not able to emotionally respond when multitasking no matter what devices they are engaging with.
- So with all of this data, can we identify a victor? Who is winning the war for your consumer attention? During primetime, when TV usage is at its peak… smartphones are the device that receives the highest amount of primary attention, more so than any other device.
- And finally, the most impactful stat we learned in this study… We’ve all heard the old saying from John Wannamaker: “half of my advertising dollars is wasted; the trouble is I don’t know which half”… well let us help with the determination here. 57% of the time an ad was on the TV screen, the users’ attention was diverted to a digital device. Conversely only 15% of the time an ad was on a laptop were consumers diverting their attention to another device, and only 25% for smartphones. It is abundantly clear here that digital is winning the battle for consumer attention when it comes to advertising.
- To wrapup this section, In the battle for eyeballs during prime time where an average CPM for TV is $27 and the average daily CPM for mobile is $3*, smartphones win in: Attention – Smartphones are the primary device of attention for consumers of all ages. Engagement – Over half of the time a TV ad is on screen the consumer’s attention is diverted to another secondary screen (laptop or smartphone).
- So now that we understand what device is winning the attention wars, lets discuss what’s happening in the smartphone world today
- We see that we live in an app world. For Millennials, during prime time an increase in app use is related to an increase in emotional response
- When digging into the data we see that categories like sports, News & magazines, and utilities and productivity are driven by Gen Xers, while Millennials are mainly focused on Health & fitness, and Messaging and social. However What will move media experiences even further is Phablet ownership…in our Flurry data set, 66% of phablet sessions derive from users ages 35-54. So, as users under 35 catch up with the phablet revolution, we will see these younger users migrate to the blue categories on this chart – specifically, sports and news/magazines…which are the categories that grew the most YoY on phablets compared to all device types. Phablets provide that larger screen for great content experiences. As viewability improves, so does our time spent on media content experiences.
- SCRIPT: As we talked about earlier, the growth of phablets is already changing behavior as we seephablet users are experiencing a 2-4X increase in sessions among app categories that promote a more lean-back experience like News & Magazines, Sports, and Music Media and Entertainment. I can attest to this. Yahoo recently did a refresh of my old iPhone 5 and I upgraded to this awesome 6 plus. It literally cannibalized my tablet use. I’m too lazy to go get that device when this is just as good to watch video or read about my sad Knicks. _________________________________________________________________________
- Likewise, we can validate these assumptions that media and video apps will grow as Millennials, who are much less likely to own phablet devices, are more emotionally responsive to those apps symbolizing the fact that the hunger is there, and soon as there is more phablet adoption, we will see usage numbers grow even more.
- Millennials users start their day off with health & fitness and fulfilling the desire to be in the know by engaging with news and magazine apps. Lifestyle & shopping app usage remains above average across the entire daytime spanning from 7am – 7pm. In primetime they turn their attention to sports and spend the evenings catching up on social media and listening to music
- Gen Xers are much more likely to have a busier morning as it comes to app usage and are likely to engage with news & magazines, health & fitness, and interestingly are more likely to start their day with messaging and social than other smarpthone users. Lifestyle & Shopping is heavy across the entire day, and primetime is spent checking scores, and playing games while watching TV, and late evening hours are spent catching up on media and music and maybe email as well.
- It is important to retain a deep understanding of smartphone usage and the nuances there in in order to be the most effective marketer you can be. Here are just a couple of takeaways: Health & Fitness apps are more likely to be used by Millennials in the early morning hours as they are much less likely to be commuting or working. Sports and game apps tend to be how adults 18+ end their days. Millennials and Gen X’ers satisfy their need to be “in the know” in the morning hours by engaging with news apps as a great way to start their day. 18-54 year olds spend the majority of their day catching up on their lifestyle and shopping apps, showing the importance of consistent messaging throughout the day, and not just when consumers are in store. Interestingly enough, Gen X’ers are more likely to start off their day using messaging and social apps than Millennials.
- Finally I’d like to leave you with these thoughts: MOBILE IS THE NEW PRIME TIME VEHICLE OF CHOICE Mobile apps have become the top media channel as usage on mobile increases, and app usage peaks at prime time. Advertisers should take advantage of the heightened emotional receptivity smartphones deliver for advertising during the entire day, as it is a more efficient buy when compared to prime time TV. MOBILE IS ALSO THE KEY TO UNLOCKING ATTENTION Remember, 57% of the time that a TV ad was seen by a participant, attention was deployed to another device (laptop or smartphone). It is more important than ever to take advantage of digital and specifically smartphones, as it is the clear leader in engagement and attention for advertising. APP BEHAVIOR IS EVOLVING Mobile apps continue to grow media influence on mobile. When targeting these key segments, keep in mind the unique opportunities every demographic presents. Content is king. As phablet penetration increases expect this to alter behavior considerably among younger demographics.