A study of the effects of the parallel use of several screens on attention and the consequences for media planning, creation and advertising effectiveness.

1. Catch Me If You Can!
Baseline study of the effects of the parallel use of several screens on
attention and the consequences for media planning, creation and advertising
effectiveness

2. Agenda
► Methodology
► Attention in times of the Multi Screen
► Setting the stage – facets of Multi Screen use
► One Multi Screener is not the same as another

3. Multi method approach
• Combination of quantitative, online representative survey and
qualitative, online diary as well as video diary
• Survey
• Online
representative
panel sample
(14–59 years)
n = 1,251
• Online diary
covering 11 days
• n = 44
• n = 1,624 use
situations evaluated
• 20 probands
equipped with video
camera
• Four "tasks" during
field phase to
document use of
media
• The study was carried out by:

4. Agenda
► Methodology
► Attention in times of the Multi Screen
► Setting the stage – facets of Multi Screen use
► One Multi Screener is not the same as another

5. Multi Screen use is media reality experienced by all groups of the
population
86%
At least
2 devices
used at the
same time
86 90
81
96
86 82
75
0
20
40
60
80
100
Total Men Women 14-29 years 30-39 years 40-49 years 50-59 years
Multi Screeners Not Multi Screeners
Source: Catch Me If You Can! - Interactive Media, United Internet Media
Basis: Multi Screeners 14-59 years, n = 1,070 (in each case device users)

6. Proliferation of devices fosters use of Multi Screens
Source: Catch Me If You Can! - Interactive Media, United Internet Media;
Basis: Multi Screeners 14-59 years, n = 1,070 (in each case device users)
 Percentage of device users who use the device for Multi Screen purposes
74%
45%
67%
69%
57%

7. TV & laptop and TV & smartphone: the combinations most used
• BUT: Multi Screens are frequent even
without TV.
 Simultaneous use (very) frequent
Source: Catch Me If You Can! - Interactive Media, United Internet Media;
Basis: Multi Screeners 14-59 years, n = 1,070 (in each case device users)
49%
55%
34%
45%
56% 34%
33%
• Triple Screens are also nothing unusual
 Simultaneous use (very) frequent

8. Multi Screens are used throughout the whole day
Source: Catch Me If You Can! - Interactive Media, United Internet Media
Basis: diary study, n = 1,624 use situations
Use situations
of which multi screen
 Number of use situations and percentage of Multi Screen use
• Main times of use: in the morning and from 18 to 21 clock
7:00 – 10:00 11:00 –14:00 18:00 –21:0015:00 – 17:00 22:00 – 24:00

9. 12% 88%
Parallel use of several screens is usually independent
 Related vs. independent Multi Screen use
Source: Catch Me If You Can! - Interactive Media, United Internet Media;
Basis: diary study, Multi-Screen use, n = 454
Multi Screen total
8% 92%
Predominantly related
Predominantly independent
e.g. searching for a product seen
advertised
e.g. reading emails during the commercials
TV Multi Screen

10. Main activities for Multi Screen use (use of Internet & apps)
Online activities during the last Multi Screen use
Source: Catch Me If You Can! - Interactive Media, United Internet Media
Basis: Multi Screeners 14-59 years, n = 1,070
83%
Reading or writing
E-Mails
72%
Information on a
subject or product
Information, reading
the news
71%
For browsing
69%
For ordering
and booking
68% 66%
Personal
business
62%
Communication
with others
• E-Mail, Search and reading the news are the most frequent online activities
during Multi Screen use.

11. Agenda
► Methodology
► Attention in times of the Multi Screen
► Setting the stage – facets of Multi Screen use
► One Multi Screener is not the same as another

12. In Multi Screen situations television is often the Second Screen
100%
42%
58%
34%
40%
Source: Catch Me If You Can! - Interactive Media, United Internet Media;
Basis: Onliners 14-59 years, combi users of TV & laptops, n = 585
Variations over 100% due to rounding
 Graph: spread of attention in the case of combined TV and laptop use
Further screen
27%

13. Reasons for change of attention in Multi Screen situations
External reasons
"The signal from my mobile phone that the
message had been received. I wanted to
answer the message straight away."
Commercial break / filling in time
"I used the smartphone if the film scenes
were not particularly exciting or during the
commercial break."
Source: Photo commercial break / filling in time http://i1.ytimg.com/vi/UTRDyXT0zO0/hqdefault.jpg
"My husband watches football, which I don't
find very interesting. So I mainly paid
attention to my laptop."
Little stimulation / boredom

14. Agenda
► Methodology
► Attention in times of the Multi Screen
► Setting the stage – facets of Multi-Screen use
► One Multi Screener is not the same as another

15. The Multi Screen typology
35 statements
6 types
7 factors
Mono-Tasking
Independent
parallel use
TV-based
Multi Screen use
Internet-focused
Multi Screen use
Use-oriented
Multi Screen use
Convergent
Multi Screen use
Joint media use

16. Heavy Multi Screeners (22%) Parallel users of TV (18%)
Classical
users (13%)
Proper Multi
Screeners (17%)
Efficient Multi
Screeners (14%)
Online pragmatists (16%)
Multi Screeners – not all the same!

17. Multi Screen types
Online pragmatists Proper Multi Screeners Heavy Multi Screeners
Parallel users of TV Efficient Multi Screeners Classical users

18. Heavy Multi Screeners (22%)
Cluster pecularity
• Pronounced Social TV user
• Use tends to be dependent
• Multi Screen can be TV-based or Internet-focused
Multi-Screen use
• Multi Screener percentage: 94%
• Most frequent simultaneous use of 2 or 3 screens
Source: Catch Me If You Can! - Interactive Media, United Internet Media
Basis: Onliners 14-59 years, n = 1,251
"I like looking up products on the
Internet that I've seen on TV."
Social demographics:
• 60% male
• 63% 14-39 years

19. Classical users (13%)
Source: Catch Me If You Can! - Interactive Media, United Internet Media
Basis: Onliners 14-59 years, n = 1,251
"I find it too tiring to use several
media at the same time."
Social demographics:
• 53% female
• 33% 50-59 years
Cluster peculiarity
• Feels parallel use too strenuous
• Low Multi Screen frequency
Multi-Screen use
• Multi Screener percentage: 45%
• Below-average proliferation of smartphones and
tablet computers

20. Conclusion – Multi Screen is now!
Percentages of Multi-
Screen use are growing
with each mobile device
sold
Multi-Screen use is the
experience of media reality
There is no such thing as
THE first screen.
In Multi Screen situations
there is generally no
interconnection between
the contents
In Multi Screen situations
the focus of attention can
change several times.
Media planning
recommendation:
• Occupy the typical Internet
entry points
• Better synchronisation of
TV and online plans

21. All results in the
e-paper:
www.multi-screen.eu

22. Catch Me If You Can!
Thank you for your undivided attention 