An ethnographic study with eye tracking, which investigates the distribution of attention to the various screens in multi-screen situations. In addition, these distributions are presented differentiated for multi-screen-situations with a commercial break or multi-screen-situations with ongoing TV content. Key findings: Overall, the attention is almost equally distributed in multi-screen-situations (TV 49%, digital screens 47%). Role reversal during the commercial break: significantly more intensive use of digital screens (TV 28%, digital screens 67%).

1. MULTI-SCREEN – A PEEK
INTO THE LIVING ROOM
New Findings On Multi-Screen
1

2. What Is This About?
2
Increasing use of screen devices
Use habits are changing
Parallel use of different media is increasing
Influence on media reception and attention
Implications for media planning, creation and advertising
impact

3. WHAT WE ALREADY KNOW…
3

4. Catch Me If You Can! – 2013 Baseline Study
The Five Most Important Facts About Multi-Screen
4
1. Multi-Screen is practised media reality
2. Screens are used in any combination
3. There is NO first screen
4. Multi-Screen situations are generally independent with regards to their content
5. Email portals are the central entry point for Multi-Screen situations

5. 2014 FOLLOW-UP STUDY: ETHNOGRAPHIC
MULTI-SCREEN STUDY
5

6. MULTI-SCREEN – A PEEK INTO THE LIVING ROOM
ETHNOGRAPHIC MULTI-SCREEN STUDY
6
20 HOUSEHOLDS IN APRIL/MAY 2014 IN BERLIN
2 HOURS OF MEDIA CONSUMPTION
OWN AT LEAST 2 DEVICES IN ADDITION TO TV

7. Home Ethnographics
Analysis
 Analysis of video material
(incl. audio material)
 Eye-tracking analysis
(eye movement with pupil eye
tracker)
 Day-after interview (CATI)
Technology
Analysed devices
Subject of analysis
 Multi-Screen situation @home
 Multi-Screen users
 Use of one or more combinations
 Age: 18 to 59 years

8. USERS DO NOT SHY AWAY FROM
SIMULTANEOUSLY USING MANY SCREENS
8
TEST PERSON P. I 26 YEARS I 54% ATTENTION TO DIGITAL SCREENS

9. 9
What happens during an evening
when the TV is on?
How much attention does each
screen get?

10. Almost Half Of The Attention Is Dedicated To Digital Contents
10
Avg. attention distribution to devices
49% 47%
Source: United Internet Media, Ethnographic User Study by eye square, 2014, n = 20

11. Attention Is Heavily Fragmented In Multi-Screen Mode
11
Avg. 112 changes per hour
Maximum of up to 234 changes
Average change almost
two times per minute
Source: United Internet Media, Ethnographic User Study by eye square, 2014, n = 20

12. 12
What happens when advertising
runs on TV?
How much attention
does each screen get?

13. Significantly More Intensive Use Of Digital Screens
During Commercial Breaks
13
Source: United Internet Media, Ethnographic User Study by eye square, 2014, n = 20
Avg. distribution of attention to total devices Avg. distribution of attention to devices during TV
commercial break
49%
47%
28%
67%

14. Changes Between Devices Almost 3 Times As High During TV Ads
14
TV content
Avg. 1.5
changes per minute
TV commercial break
Avg. 4.1
changes per minute

15. Use Time Per Use Is Shorter Overall During TV Commercial Break
15
Source: United Internet Media, Ethnographic User Study by eye square, 2014, n = 20Source: United Internet Media,
Mean use time (per use) total Mean use time (per use) during TV commercial break
32 s
17 s
7 s
19 s
16 s
9 s
11 s
12 s

16. Significantly More Advertising Contacts On TV
Than On Digital Screens
16
625 contacts 136 contacts
Source: United Internet Media, Ethnographic User Study by eye square, 2014, n = 20

17. Hardly Any TV Contacts Occur During Mono-Screen Situation
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5% exclusive viewing of TV screen
during presentation of advertising (Mono-
Screen reception)
Use of additional screens during TV commercial break
N = 625 TV advertising contacts
95%
Multi-Screen
reception
Source: United Internet Media, Ethnographic User Study by eye square, 2014, n = 20

18. Good Advertising Recall For Digital Devices
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ALTHOUGH THERE IS SIGNIFICANTLY MORE TV ADVERTISING, THE MEDIA USER
CAN REMEMBER THREE ONLINE ADVERTISING CONTACTS ON THE NEXT DAY.
Total:
136 advertising
contacts
Per person:
7 advertising contacts
Recalled from this:
3 brands
≙ every 2nd brand
Basis: contacts per person
Online
Total:
625 advertising
contacts
Per person:
31 advertising contacts
Recalled from this:
10 brands
≙ every 3rd brand
Basis: contacts per person
TV
N = 20; TV: N = 625; Online: N = 136

19. Conclusions
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Multi-Screen is practised media use
reality, which has been proven again on
the basis of measurement data. About
half of the attention is paid to TV and
online.
Higher online use during TV advertising.
With the start of the TV commercial
break, users increasingly switch
to digital devices.
There are (almost) no TV advertising contacts
without Multi-Screen use: 95% Multi-Screen
reception for TV; 5% exclusive viewing of
the TV screen during the presentation
of advertising.
Media use is heavily frequented in
Multi-Screen mode. The gaze switches
approx. two times per minute between
the different devices.

20. Thank You For Your Attention!
20
JEANNINE KLAR
Senior Project Manager Market Research
Telephone: +49 721 91374 - 1761
Email: jeannine.klar@united-internet-media.de
Web: www.united-internet-media.de