Research paper co-presented with Google at the Media Research Group 2012 conference, focused on better understanding how tablet, mobile and PC online use affects total online and offline media behaviour.
3 Screen BehaviourThe effect of three screen ownership on online and offline behaviourGoogle and Ipsos MediaCTFriday 16 November
Shift to continuous, anytime, anywhere online use Google Confidential and Proprietary 2
What truth did we want to get to?How, if at all, does being a three screen user affect online and offlinebehaviour?Does tablet ownership create new online behaviour or cannibalise existinguse on PC and mobile?Does three screen ownership lead to a change in use of offline media suchas TV and print? Google Confidential and Proprietary 3
What was our criteria for the ‘truth’?We wanted ‘facts’ or ‘reality’ to help deliver insights from theresearch Truth Definition: ‘Truth’ is most often used to mean in accord with fact or reality Google Confidential and Proprietary 4
What did we do to get to the truth?Short term working memory2 filter limits retention capacity, sodelayed recall of online use likely not accurate enough Long Term Store Working Memory 2. Baddeley, A.D., Hitch, G.J.L (1974). Working Memory, The psychology of learning and motivation: Google Confidential and Proprietary 5 advances in research and theory , New York: Academic Press.
What did we do to get to the truth? Questions Observation 30 days of passive device measurement amongst n=53 three 1 day mobile diary + screen users.Online blogs over 5 days amongst follow up survey about Measured every online action on each n=15 three screen users. Each media use amongst device, including browsing, app use, had a device taken away n=243 three screen across wifi and 3G, users. Google Confidential and Proprietary
Being overwhelmed with data was also a gambleDifferent data sources gave us more insight opportunities but therewas also the challenge of retaining focus on what was important 75 hours of user generated content across text and video diaries, in and out of the home 1,782 diary entries covering 1,546 hours of media activity 30 days of online use, totalling 30,814 online sessions Google Confidential and Proprietary 7
Recall is not as accurate as passive at measuringmore frequent online mobile useAverage Daily Online SessionsMobile diary recall (last 2 hours) vs. Passive Device Measurement 12.1 3.3 3.6 3.1 2.1 1.6 Mobile PC Tablet Google Confidential and Proprietary 9 D1a/D5: Which did you use for your main activity? Base: 1,782 entries amongst 243 respondents. Passive Measurement: Average Daily online sessions per device. Base: 53 three screen users.
Three screen users are ‘always on’ and thisis driven by mobile and tabletsDays online (1-30) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30Total Google Confidential and Proprietary 11 Passive Measurement: Average days per month not connected to the internet per device. Base: 53 three screen users.
Tablets create more online use than theycannibalize
Tablets have created a net increase in online use +4%Tablets = 16% of online sessions + -3% -3% 10% Unique to the tablet Measurement: Percentage of total online sessions over 30 days across devices. PC5/MO5: Thinking again about Google Confidential and Proprietary 13 when you used your [DEVICE] would you have done this at this specific moment had you not had access to it?
This equates to an additional 9 online sessions and 1 hour 43 mins a month per user on tabletsMeasurement: Percentage of total online sessions over 30 days across devices Google Confidential and Proprietary 14PC5/MO5: Thinking again about when you used your [DEVICE] would you have done this at this
Mobile devices represent more in-homeonline use than PC 45% 37% 19% 55% Mobile NET Google Confidential and Proprietary 16 Measurement: Percentage of total in-home online sessions over 30 days across devices Base: 53 three screen users
People use smartphones and tablets whilewatching TV
Three screeners use smartphones and tabletsmore than PCs while watching TV TV 2 in 5 use at least one mobile device while watching TV 25% 14% TABLET MOBILE 13%LAPTOP Google Confidential and Proprietary D1a/D5: Which did you use for your main activity? / Did you also use any of the following? Base: Primary TV 18 usage occasions (369)
PCs represent under half of commerce use,though two thirds across devices are in-home 20% 44% 12% 66% 36% 10% Google Confidential and Proprietary 20 Measurement: Proportion of online commerce sessions over 30 days across devices Base: 53 three screen users
000 0 230 0 010 0 220 0 020 0Weekend - Saturday 210 0 030 0 200 0 040 0Online use is 190 0 050 0continuousthroughout the day 180 0 060 0across the threescreens and each 170 0 070 0device has different 160 0 080 0patterns of use... 150 0 090 0 140 0 100 0 130 0 110 0 120 0 Google Confidential and Proprietary 21 Measurement: Online time use per device over the day – Saturday use over one day Base: 53 three screen users
Mobile use is more frequent in the morning atthe weekend, possibly planning the day ahead Weekend - Saturday Weekday - Wednesday 090 0 090 0 100 0 100 0 110 0 110 0 120 0 120 0 Google Confidential and Proprietary 22 Measurement: Online time use per device over the day – Saturday use over one day Base: 53 three screen users
The research truths we learntUsers cannot accurately estimate the time they spend online: theirdevices do a better job at thisOnly users can tell us whether their behaviour was new because theyown a tablet: we just had to help them by reminding them of things they didOnly users can help tell a research story: observation from devicemeasurement and diaries don’t mean a lot without users giving us humancontext to understand it Google Confidential and Proprietary 24
What would do differently to get closer to the truth?Measure the screen rather than devices: currently, we need to usedifferent applications for each screens, which is not scalableLink actual device behaviour to considered survey responses: meterthe respondent devices and then list out key behaviours in a survey to askthem about the contextMobile or wearable online devices will change everything: online usewill be more continuous and fluid and measurement and research questionswill need to evolve to reflect this. Google Confidential and Proprietary 25
So we took a gamble and felt we got to the truth... ...but the more accurate truth could be yet to come Google Confidential and Proprietary 26