2. we talked to people
BBC and non-BBC
users from
countries
• upscale news consumers
• owners of at least 3 out of 4
TV LAPTOP/ TABLET SMARTPHONE
DESKTOP
2
4. STAYING IN TOUCH WITH
GLOBAL NEWS
globally,
agree that it’s important to
stay in touch with what’s
going on in the world
Top 25% income earners Global Web index wave 7 2012 Sample : 947,472,000/ 15,312
Q: Below are a number of statements on your outlook on the world. Please indicate the extent to which you agree or disagree with
each one: „It is important to stay in touch with what is going on in the world‟. 4% disagree.
4
5. STAYING IN TOUCH WITH
GLOBAL NEWS
Q: How many hours a day do you spend consuming the news?
Base: 3195 (excluding those in India)
5
6. NATIONAL AND INTERNATIONAL
NEWS OF EQUAL IMPORTANCE
National news 84%
International news 82%
General news 79%
Local news 79%
Financial/Business news 61%
Sports news 56%
Arts/Entertainment news 43%
Q: Which of the following types of news are you interested in? Base: 3610
6
8. THEY KNOW WHAT
THEY WANT – THE
QUESTION IS HOW
DO THEY GET IT?
two
thirds
use different devices
for different ways of
consuming news
Q: Below are listed some statements which describe why people use different
devices or screens for news consumption. Please indicate to what extent you
agree with each of them. Base: 3610
8
9. SIZE MATTERS…
… but choice is more complicated than simply screen size
occasions and settings
purpose / intention
time of the day
daily routines
intensity of consumption
people around
type of news
9
10. ROLLING NEWS:
ALWAYS CONNECTED
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or
consume the news during the week? (Base: Tablet users) Base: 2014
10
11. WE ONLINE, BUT WE STILL TV
news consumption
Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend
day? Base:3610 Q: Thinking briefly about your total usage of different screens and devices, including both news and non news activities,
what percentage of your consumption do you spend on each screen/device on a typical weekday and weekend day? Base: 3610
11
12. …AND USAGE IS EXPECTED TO GROW
using TV more than expect to use TV more
five years ago in next five years
increase in TV
consumption in last two
years across Europe
Q: How much do you use each device for consuming news today, compare to 5 years ago? Base: 3522
Q: And how do you see this changing in the next 5 years? Base: 3522
12
13. CURATED CONSUMPTION…
over half describe higher than laptop
news consumption as
“in depth” on TV higher than tablet
Considered analysis is the main
reason for 1 in 10 choosing TV higher than
smartphone
“It gives more detail and
I don’t have to search”
Q: How would you describe the way you consume news on each device? Base: 3522
Q: You chose TV as you one and only news device, why is this? Base: 437
13
14. DEEPER ENGAGEMENT
use TV first to check a
breaking news story
TV inspires then turn to online to
deeper research get more information
to confirm the story
of viewers have used
the website of the
channel they are
watching (51% the
website of a different
news provider) to get
more information
Q: Imagine a momentous news day, or a huge news story that you are interested in. Which device would you turn to first to check
on the breaking news? Base: 3610. Q: Where would you go afterwards to confirm / check on the news story? Base: 3610
Q: While consuming the news on TV, do you ever use another device or screen at the same time? And what are you using each
device for? (Base: People who use the TV for news consumption) Base: 3610
14
15. BIG SCREEN & SOCIAL
say there will always
be a TV–style screen
for shared news
number one reason for consumption
using TV size of screen
3x more likely to watch news
on TV with other people
than accessing news on
any other device
Q: You chose TV as you one and only News device, why is this? Base: 437. Q: How would you describe the way you
consume news on each device? Base:3522. Q: How much do you agree with the following items? „ There will always be a
TV style screen for shared news consumption‟ Base: 3610
15
16. IF YOU ONLY CHOSE ONE
DEVICE FOR NEWS
Q: If you could only use one of these devices to consume news, which one would it be? Base: 3610
16
17. IN DEPTH RESEARCH
laptop is used more than TV
more than any
other device for more than smartphone
in-depth research
more than tablet
cite choice/control “By using a laptop I get to
as the main reason scan news as well as watch
detailed news with research at
my own convenience”
Q: How would you describe the way you consume news on each device? Base: 3610
Q: You chose Laptop as you one and only news device, why is this? Base: 555
17
18. TAKE TABLETS FOR
MULTIPLYING EFFECT
tablet user
I use TV more than
I did five years ago
non tablet user
Q: How much do you use each device for consuming the news today, compared to 5 years
ago? Base: Tablet users: 2014 / Non Tablet users: 1596
18
19. TABLETS AUGMENT TV
tablet users
23% 1%
1
In the next non tablet users
five years I
will use TV… 19% 10%
…much more
…a bit more
Q: And how do you see this changing in the next 5 years? Base Tablet users: 2014 / non tablet users: 1596
19
20. SHARED BELIEFS
compared to non tablet users
more likely to discuss
tablet users are stories on blogs
sharers – but
credibility drives more likely to share
sharing news stories on social
networks
more likely to share
news stories once they
have checked it on a
professional news
organisation
Q: How much do you agree with the following items? Base: Tablet users: 2014. Non base:
1596
20
21. A CHEEKY PEEK
more than any other device
smartphones
used mainly of consumers state
portability/ability to access any
for reading where and at any time as key
headlines, reason for using smartphone
quick checks
and skimming of consumers who state smartphone
would be their only device attribute
ease of use/speed of access – the
biggest reason after portability
Q: How would you describe the way you consume news on each device? Base: 3610
Q: You chose smartphone as your one and only news device, why is this? Base: 485
21
22. MOBILE HAS NO UNWANTED SIDE
EFFECTS FROM TABLETS
0.35
0.3
NON
0.25
TABLET
USERS
0.2
0.15
TABLET
USERS 0.1
0.05
0
Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the
news or consume the news during the week? Base: Tablet users: 2014 / Non Tablet users: 1596
22
23. ATTENTION LEVELS ON MOBILE
DEVICES SURPRISINGLY HIGH
Q: For each of the following actions, how much attention do you pay to them while doing
so? (1 – „Paying very little attention‟ to 5 – „Paying full attention‟)
23
24. EVERY SCREEN HAS A PLACE
“Typically I get the impulse from the TV. For digging
constant companion
deeper into it I would use the tablet/PC when it is
something quick. When it is a bigger story I will search for
gateway to the world
details on the PC. And mostly only when I am on the go I
use the smartphone for following news”
off the beaten track
has it all? but not easy to search
24
26. WHERE DO YOU EXPECT TO
SEE ADVERTISING?
Q: Which type of advertising would you expect to see on each device? (Base: 3522/3504/3314/2014)
26
27. AND HOW MUCH ACROSS
EACH DEVICE?
time spent on each device ad spread across device
10% 15%
18% 14%
29% 24%
42% 47%
WEEKDAY CONSUMER VIEW
Q: What percentage of your news consumption time would you say you spend on each screen/device on a
typical weekday and weekend day? Base: 3610
Q: Out of every 10 adverts: 5 appear on TV, 3 on laptop/ PC/ desktop, 1 on smartphone and 1 on tablet. If you
could control the adverts' place, how many adverts would you put on each device? Base: 3610
27
28. FUTURE PERFECT
The optimal media plan should look like this…
Q: What percentage of your news consumption time would you say you spend on each screen/device on a
typical weekday and weekend day? Base: 3610
Q: Out of every 10 adverts: 5 appear on TV, 3 on laptop/ PC/ desktop, 1 on smartphone and 1 on tablet. If you
could control the adverts' place, how many adverts would you put on each device? Base: 3610
28
29. ALL DEVICES TRIGGER
RESPONSES IN ADVERTISING
1 in 4 responded to desktop ad
in last 4 weeks
over 1 in 5 responding to TV ad
in last 4 weeks
1 in 7 have responded
to mobile or tablet in
the last 4 weeks
Q: For each of the following phrases, please answer each of the following questions which
relate to advertising. Base: 3610
29
30. ADS ON TV PROMPT SECOND
SCREEN PURCHASING
Whilst watching the news NET score laptop/PC/
on TV I would also… (any devices used) desktop
smartphone tablet
… search for more
information on a product/ 56% 40% 22% 32%
service advertised
…purchase a
product/service I saw 51% 40% 15% 24%
advertised
Q: While consuming the news on TV, do you ever use another device
or screen at the same time? And what are you using each device for?
(Base: People who use the TV for news consumption: 3522)
30
31. SUMMARY
• News is an addiction – 81% globally agreeing it’s important and an average of
3½ hours a day spent consuming
• Screen selection is driven by size of screen but it’s not the only reason:
- TV creates inspiration and it’s curated content has lots of detail but may not give the consumer all
the answers
- Laptop / desktop is about digging deeper, having control, the opportunity to go off the beaten track
- Tablet is your gateway to the world, after being inspired by TV it is the perfect second screen.
Tablet ownership is increasing TV news consumption
- Smartphone is your constant companion it’s about immediacy - used for skimming headlines and
getting quick fixes
• No single screen is dominant content is accessed continually across the devices
• Consumers expect advertising across all screens with 29% of ads expected to
be on tablet and mobile
31
