IAB UK commissioned this piece of research to investigate how consumers really use their devices and how this impacts on purchases. The study explores device usage, habits, attitudes and motivations, what the modern device usage environment means to brands and advertising and how the use of multiple devices have disrupted the traditional purchase funnel.

1. IAB UK - RealView
how people really use connected devices

2. Objectives
The IAB commissioned Firefish to investigate how consumers really
use their devices and how this impacts on purchases.
Device usage, habits,
attitudes and motivations
How the use of multiple
devices have disrupted
the traditional purchase
funnel
What the modern device
usage environment
means to brands and
advertising

3. Methodology
Mobile Aquarium
Sample: 20 people
Method: App to record
activity related to
researching / buying in
product category
Time: 2 weeks, (>500
activities logged)
Quantitative Survey
Sample: 1,376 nationally
representative
smartphone owners
Method: 20 minute online
survey
Time: end of September
2013
Face to face interviews
Digital Ethnography
Sample: 20 people
Method: FishEye camera
worn for 3 days taking a
photo every 5 seconds
Time: 3 days (>600 hours
of footage)

4. Video resources
http://www.iabuk.net/video/iab-realview-an-introduction-to-the-project
To see a short video explaining the project, please visit:

5. Mobile Aquarium - example
“Its Marks and
Spencer giving
you a holiday
checklist.
I will check out
items I will need
for my holiday!”
Source: IAB RealView – Mobile Aquarium

6. 1 – Device usage

7. Downtime = screentime
When I have
downtime, I hardly
ever just sit and think,
I prefer to check my
smartphone
When I’m out with
my friends, I will
check my phone if
there’s a lull in the
conversation
37%
People can’t just do nothing anymore, we use devices to fill gaps
37%52%
55% Young
47% Parents
Q. Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you?
Base. Total Respondents – 1376

8. 57%
Phones have become extension of self
1 in 2claim their
smartphone is their
most personal
device
say their smartphone is their lifesaver
One third
They are ingrained in our daily lives and many of us rely on them:
Q: Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you?
Base. Total Respondents – 1376

9. “Smartphones are
repositories of the self
in that they store our
memories, our
autobiographies, they
contain a paper trail of
the self in the form of
texts, images, searches,
wish lists, and secrets.”
Dr Simon Hampton, UEA
Cognitive Psychology – the self and the smartphone

10. 2 – Multi-screening
(#omniscreening)

11. Multi-screening isn’t just about TV
Smartphone
& desktop
Smartphone
& tablet
Smartphone
& laptop
27%
51%
20%
Males:
33%
Over 55’s:
37%
Connected
device
multi-
screening is
prevalent
Parents:
25%
Q. We’re interested to know if you often use two or more of your devices at the same time. Which of the
following devices do you tend to use together at the same time?
Base. Total Respondents – 1376;

12. Cognitive challenges = similar to driving

13. Cross Device multi-screening
“So I’m researching on the kindle
and on the desktop, and I’ll just be
comparing side-by-side of each
other. Instead of shutting them
down and opening them up, I’ve got
two [screens] where I can see them ”
Source: Still image taken from FishEye footage

14. Welcome to the age of #omniscreening
People are always online and
have constant access to
multiple screens.

15. 3 – Devices and the
purchase journey

16. How we thought about this…
By device By category By journey stages
Q. Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Low value recent purchases - 860; Medium value - 829; High value – 480
Trigger
Research
Purchase
Small
Medium
LargeDesktop
Laptop
Tablet
Smartphone

17. 78%
of recent
purchases
involved a
connected
device
A key role in recent purchases
Q Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Total Respondents – 1376;

18. Larger screens used more in journey
17%
30%
45%
52%
Smartphone Tablet Desktop Laptop
Q Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Total Respondents – 1376;

19. Usage changes as the journey progresses
Q. Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Smartphone – 370; Laptop – 946; Desktop – 535; Tablet – 333
Trigger Research Purchase
Smartphone Tablet Laptop Desktop
Used a device in a recent purchase
Larger
screens are
used more to
complete the
purchase

20. Category value determines device usage
Q. Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Low value recent purchases - 860; Medium value - 829; High value – 480
Research
Young people 55+ Parents Females ABC1s
Low Medium High
Levelofdeviceusage
Item value
Research
Purchase
Trigger

21. “I thought this was a really different form of advertising. Doritos have sponsored the game
which my daughter was playing. It doesn't tell you much about the product, but
gets its name out there and I’m sure my daughter will mention the
‘Doritos game’ next time we are in the shop!! And probably want some!!”
Digital advertising drives in-store behaviour
Source: The Mobile Aquarium

22. 4 – Marketing via
smartphone

23. Mobile demands a different mindset
Q. Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you? – “My
smartphone is my most personal device”
Base. Total Respondents – 1376

24. The Intimacy Ladder
More personal
experiences and targeted
messages
The smartphone
can be thought of
as a ‘first date’
As the relationship
develops…
First contact = be on
best behaviour!
Don’t be over familiar or ask
for too much

25. Receiving personalised suggestions?
after I’ve bought
something
before I’ve bought
something
9%
Happy Not Happy
62%
35%35%
Q. Below are a few statements that other people have made about shopping in general. How much do you agree or disagree that each one describes you?
Base. Total Respondents – 1376

26. 5 - Recommendations

27. • #omniscreening is an
opportunity for brands
• People want to consume
content on all devices –
brands have as much right
to provide this content as
traditional media owners
Recommendations for brands

28. • Even if consumers don’t buy
on mobile they will be
researching on mobile,
optimise for it
• Be discoverable,
consumers turn to their
mobile to replace downtime,
they need to find you
quickly
Recommendations for brands

29. • Understand your category, it trumps demographics
and determines how people will use their devices
• Personal nature of smartphone demands a different
marketing mind set
Recommendations for brands

30. 6 - Appendices

31. Full list of resources on the site
• www.iabuk.net/realview
• Full deck on the site
• Video explaining the methodology
• Blog by Dr Simon Hampton
• Demographic decks:
• Over 55’s
• 18-30’s
• Parents
• Female shoppers
• ABC1s
• Semiotics
• Category decks: small,
medium & large
• Video explaining the whole project

32. Mini deck examples
Over 55’s Young
People
Semiotics Parents

33. A handful of tweets…

34. For more information:
 www.iabuk.net/realview
 research@iabuk.net