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Thinkbox screen life multiscreening stats
1. Screen Life: the view from the sofa
Contents
1) Intro to Screen Life
2) Quantitative findings & some TP4
3) Summary of findings and contacts
2. What is Screen Life?
New research from Thinkbox
In-depth look at the role of multi-
screening in UK households
Real behaviour filmed in real
homes
A snapshot of today’s families:
latest kit, behaviours &
implications for TV advertising
Investigating the relationship
between multi-screening, attention
& engagement
3. Screen Life: the quantitative study
A research partnership between Thinkbox and Cog to understand multi-screening
behaviour
Quant survey:
- 1,003 online survey (a nationally representative sample of GB online
adults 16+)
- Who is a multi-screener?
- Why do they multi-screen?
- How do they differ from an average TV viewer?
- What genres do they interact most with?
4. What exactly is multi-screening?
TV partnered by another,
wireless, internet device – such
as phone or laptop
Multi rather than dual screening:
we are often surrounded by more
than one device, e.g. phone +
laptop, phone + tablet
Attention easily flicks between
devices
6. Topline UK population figures: how many multi-screen?
81% of the online UK population multi-screen which mean that 70% of the
total UK population have ever multi-screened.
70
m
60 63
50
51 m
Millions
40 44 m
30
20
10
0
UK population Online Population Multi-screening Population
Source: ONS population stats, IAB online penetration figures, Screen Life quant survey
7. Multi-screeners by demograph: who’s doing it?
100%
90%
93%
% who claim to multi-screen
80% 86% 89%
85%
81% 81%
70% 75%
60% 64%
50%
40%
30%
20%
10%
0%
Online adults Male Female 16-24 25-34 35-44 45-54 55+
Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
8. Multi-screeners split by age and sex
male 55+
Online Males female 55+
Online Females
100%
90% 95% 93%
% who claim to multi-screen
80% 88% 89% 89%
84%
70% 79% 78%
60%
63% 65%
50%
40%
30%
20%
10%
0%
16-24s 25-34s 35-44s 45-54s 55+
Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
9. Multi-screeners: age and gender profile
Male multi-screeners Female multi-screeners
16-24 55+
16-24
55+ 0 8% 0 11% 0
25-34 19%
27% 45-54
17% Male
Female 20%
45%
55%
27%
22% 27% 25-34
45-54 35-44 22%
35-44
Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
10. How often are people claiming to multi-screen?
100%
% as a proportion of all multi-screeners
90%
27% Less often
80%
70%
60%
36% Sometimes
50%
40%
30%
20% 37% Almost always/quite a lot
10%
0%
Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
11. Age and gender profile of the heaviest multi-screeners
Male heavy multi-screeners Female heavy multi-screeners
16-24 55+
55+ 16-24
0 12% 0 7% 0
24% 25-34 45-54 26%
Male 17%
18%
39% Female
61%
22% 19%
31%
25% 35-44
45-54 35-44 25-34
Source: Screen Life quant survey. Respondents who said they multi-screen ‘almost always’ or ‘quite a lot’
12. How does multi-screening pan out across the day? Adults
50 Watching TV
45 Watching TV and internet use
40 Watching TV and social networking
Ave. daily % of adults
35
30
25
20
15
10
5
0
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
Time
Source: Touchpoints 2012 – Adults who have internet access at home
13. How does multi-screening pan out across the day? 15-24s
50 Watching TV
45 Watching TV and internet use
40 Watching TV and social networking
Ave. daily % of 15-24s
35
30
25
20
15
10
5
0
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
Time
Source: Touchpoints 2012 – 15-24s who have internet access at home
14. Why do multi-screeners watch TV?
Online adults All multi-screeners Heavy multi-screeners
100%
90%
80% 88%88% 83%
70%
60% 67% 68%
66%
50%
52% 53% 54%
40%
30% 34% 35% 34% 32%
20% 29% 30%
21%
10% 16% 18%
0%
Entertainment Relaxation Spend time with Keep up to date Sports news Give me
friends/family something to
Tell us the main reasons you watch TV? talk about
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
15. Multi-screeners prefer to watch TV with friends & family
Online adults All multi-screeners Heavy multi-screeners
160
Index versus online adults
140
120
100 107
100 100
80
60
40
20
0
I prefer to watch programmes the same time as family / friends even if they are not in same room
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
17. What kind of technology do multi-screeners own?
Online adults All multi-screeners Heavy multi-screeners
100%
90%
91%
80% 87%
82%
70%
67% 70%
60% 64%
61% 60%
50% 55%
40%
30%
30%
20% 26%
21% 21%
19% 18%
10%
7% 7% 10%
0%
Laptop Desktop PC Smartphone Tablet 3D TV Internet connected TV
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
18. What proportion of multi-screeners use Zeebox?
50% Online adults All multi-screeners Heavy multi-screeners
45%
40%
35%
30%
25%
20%
20%
15%
10% 12%
10%
5%
0%
Have you ever used Zeebox before?
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
20. Online chat by device type – split by age
100%
Any interaction
90%
80%
% Agree from quant survey
Text about TV progs
70%
60%
50% Chat on social networking
sites about TV progs
40%
30% Chat on messenger about TV
progs
20%
10%
0%
16-24 24-34 35-44 45-54 55+
Source: Do you ever chat about programmes on TV via the following ways…?
21. Online chat by device type – split by multi-screeners
Online adults All multi-screeners Heavy multi-screeners
100%
90%
% Agree from quant survey
80%
70%
60%
70%
60% 61%
50%
51%
40% 46%
30% 39% 40%
20% 28%
22%
10%
0%
Text about TV progs Chat on social networking sites Chat on messenger about TV
about TV progs progs
Source: Screen Life quant survey. Do you ever chat about programmes on TV via the following ways…?
22. Multi-screeners like to chat online about their viewing
Online adults All multi-screeners Heavy multi-screeners
250
Index versus online adults
230
200
150
140
100
100
50
0
When I am watching a programme I like to chat online about what I am watching
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
23. What else do people do with devices whilst watching TV?
Base: Screen Life quant survey
25. Multi-screeners more keen to connect with friends about TV
Online adults All multi-screeners Heavy multi-screeners
160
Index versus online adults
140
120 127
100 107
100
80
60
40
20
0
I would like to know more about what TV programmes my friends have been watching
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
26. Multi-screeners use devices to research TV programmes
Online adults All multi-screeners Heavy multi-screeners
160
Index versus online adults
140
138
120
119
100
100
80
60
40
20
0
Do you use a tablet, phone or laptop to research the TV programmes you are watching?
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
27. Multi-screeners have a greater trust in TV advertising
Online adults All multi-screeners Heavy multi-screeners
160
Index versus online adults
140 145
120
100 109
100
80
60
40
20
0
I trust the advertising I see on the television
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
28. Multi-screeners more likely to be brand advocates
Online adults All multi-screeners Heavy multi-screeners
160
Index versus online adults
140
120
122
100 109
100
80
60
40
20
0
I often recommend things I have seen advertised on the television
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
29. Multi-screeners more likely to follow up links from ads
Online adults All multi-screeners Heavy multi-screeners
160
150
Index versus online adults
140
120
117
100
100
80
60
40
20
0
Do you use a phone, tablet or computer to follow up links from programmes and ads?
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
30. Multi-screeners believe they see or hear more ads
Online adults All multi-screeners Heavy multi-screeners
200
180
Index versus online adults
160 176
140
120
100 112
100
80
60
40
20
0
Do you feel that using the device means you see or hear more ads than you used to?
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
31. They believe they still take in ads whilst multi-screening
Online adults All multi-screeners Heavy multi-screeners
160
Index versus online adults
140 145
120
100 112
100
80
60
40
20
0
Do you think you still know what an ad is about even if you are on your device while it is playing?
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
32. Multi-screeners believe they ‘meerkat’ the most
160
Online adults All multi-screeners Heavy multi-screeners
140
135
120
100 105
100
80
60
40
20
0
much of the time are you ‘meerkating’? (attention equally divided between
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
34. Share of online interaction/chat based by genre: all
All Multi-screeners
5.7% Reality shows
6.0% 17.1% Talent shows
6.1% Sport
Soaps
6.2% Music
16.9% News
7.9% Game shows
Entertainment
9.2% Documentaries
13.4% Cookery
11.5%
Base: Screen Life quant survey. Respondents who claim to chat about or interact with (online) certain TV genres.
35. Share of online interaction/chat based by genre: heaviest
Heavy Multi-screeners
Reality shows
7.0%
15.1% Talent shows
6.3%
Sport
7.0% Soaps
Music
15.7%
8.2% News
Game shows
7.5% Entertainment
12.0% Comedy
9.3% Cookery
11.9%
Base: Screen Life quant survey. Respondents who claim to chat about or interact with (online) certain TV genres.
36. Chatting online whilst watching TV increases enjoyment
Agree Neutral Disagree
Heavy Multi-screeners 55% 41% 4%
All Multi-screeners 50% 44% 6%
Online adults 48% 45% 7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Do you feel that chatting or commenting about a programme you are watching makes you enjoy it more?
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
37. Online conversation drives live TV viewing
Agree Neutral Disagree
Heavy Multi-screeners 45% 41% 14%
All Multi-screeners 39% 43% 18%
Online adults 38% 43% 19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
If you often chat or comment on a programme does that mean you try and watch it live?
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
38. Social media chatter about programmes can drive viewing
Yes Sometimes No
Heavy Multi-screeners 42% 39% 19%
All Multi-screeners 26% 49% 25%
Online adults 25% 48% 27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Do you sometimes end up watching a programme because others are commenting on it?
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or
‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
39. What we discovered…some highlights
Word of Mouth:
Multi-screening drives WOM online and drives
live viewing
Interaction:
Multi-screening enhances enjoyment through
increased interaction. TV is a key driver of multi-
screening behaviour online. It keeps us in the
room
Commercial Opportunity:
There is a largely untapped potential for
broadcasters and advertisers
Multi-screening does not affect attention
adversely & has no effect on brand recognition
Screen Life: Research commissioned by Thinkbox to look deeper into TV and secondary screens. Research carried out by Cog Research.
But first, we need to define exactly what we mean by multi-screening.In a nutshell, multi-screening is the use of another, wireless, internet-enabled device – so most commonly a smartphone or a laptop but this could also include some handheld games consoles, tablets etc.The reason we’ve termed it multi, rather than dual screening is because amongst our sample, TV viewing was often accompanied by more than one piece of additional technology – most typically their mobile phones plus another device. Viewers would readily flick their attention between whatever devices they had in front of them. So for example some viewers would watch TV, look something up that they’d seen on an ad and then text their partners about it.
So the environment is ripe for multi-screening, which is one of the most significant technology-led behaviours to emerge in years. There are lots of stats out there about how much we multi-screen but probably the most reliable measure is the latest Touchpoints data, which shows it to be fairly low at the moment as you can see from this graph (the green and blue lines)But even though multi-screening only makes up a fraction of the time people spend watching TV, it is significant in that much of the industry is talking about it. We know that multi-screening has enhanced the TV experience for some, but there is little actual research about it and it’s time to look in more depth.
So the environment is ripe for multi-screening, which is one of the most significant technology-led behaviours to emerge in years. There are lots of stats out there about how much we multi-screen but probably the most reliable measure is the latest Touchpoints data, which shows it to be fairly low at the moment as you can see from this graph (the green and blue lines)But even though multi-screening only makes up a fraction of the time people spend watching TV, it is significant in that much of the industry is talking about it. We know that multi-screening has enhanced the TV experience for some, but there is little actual research about it and it’s time to look in more depth.
Of course we wanted to try and begin to get a sense of how much of the chat is related to programmes .Although we used the quant work for sampling and segmentation purposes, some interesting things did come out and we can see that over half of people under 34 that we sampled had discussed TV via an additional screen with the numbers stacking up pretty well for over 35s also. Texting was the most common vehicle for this but social networking sites were not far behind.And as we provide more mechanisms for playing along with ads and content the multi screeners in the UK seem to enjoy it more and more.
