Tech Nation eye tracking

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Tech Nation eye tracking

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Tech Nation eye tracking

  1. 1. Squeezed financially & low interest in tech 25% are 16-34 Only 20% own a smartphone A typical John Lewis customer 70% tend to buy tech once it‟s been tried and tested Family life revolves around TV, TV and more TV Constantly connected brand junkies Tech aficionados who love to show off 44% are over 35 70% are over 35 Highest ownership of most mobile devices Account for 36% of annual tech purchases 98% have pay TV
  2. 2. Eye tracking key findings Wi-fi fuels interplay between mobile devices and other media But many Price Pragmatists and Quality Seekers do not currently have the equipment to multi-screen
  3. 3. Other / Nonmedia 9% Blackberry 11% % of overall time spent on each media / activity / device TV 81%
  4. 4. Avg. dwell time per visit: 22 visits 23 visits Number of visits* by media/device 50.1 secs 7.1 secs * „Visits‟ are occasions where participants switch attention to a media / device, including initial occasions and revisits
  5. 5.  Sport on TV is likely to capture more attention. Uses laptop or phone at the same time to banter with friends about the event  Films on TV or DVD are particularly engrossing. Will often look up details about the film and its stars afterwards  Likely to seek other distractions, such as reading the paper, using laptop, or chatting if soaps or reality shows are on the box
  6. 6. Other / Non-media 13% Newspaper TV (print) 7% 80% % of overall time spent on each media / activity / device
  7. 7. Avg. dwell time per visit: 27 visits 32 visits Number of visits* by media / device 65 secs 6.9 secs
  8. 8.  Print newspaper is engrossing, with TV and radio offering background noise and minimal distraction  No internet on mobile plus prospect of starting up desktop PC to check for information tends to be a barrier to spur-of-the-moment second screening  Visual path often drawn to newspaper ads, and their role is valued. As a BBC loyalist, print ads provide a valuable source of information, deals and offers. Intend to follow up online
  9. 9. Michelle Other / Non-media 4% TV 7% Newspaper (print) Smartphone 10% % of overall time spent on each media / activity / device 79%
  10. 10. Michelle 8.9 secs Avg. dwell time per visit: 1 min 55 secs 7 visits 22 visits 24 visits Number of visits* by media / device 30.4 secs
  11. 11. Dean Other / TV Non-media 17% 5% Smartphone 7% Newspaper (print) 36% Laptop 36% % of overall time spent on each media / activity / device
  12. 12.  Newspaper reading demands higher level of  The newspaper is engrossing, with TV and radio concentration offering background noise and minimal distraction  Eye track captures visual path as newspaper is  No internet on mobile and prospect of starting up searched for adverts, deals, and offers. Attention is desktop PC to check for information tends to be a drawn to grocery, holiday, plus tech items and TV barrier to spur-of-the-moment second screening subscriptions  Visual path often drawn to newspaper ads, and their  TV always on and provides a break from reading role is valued. As a BBC loyalist, print ads provide a  Content and time of day plays a vital role. TV is more valuable source of information, deals and offers likely to capture a greater share of attention if watched with family
  13. 13. Andy Desktop 89% Other / Non-media 11% % of overall time spent on each media / activity / device
  14. 14. Andy % of overall time spent on each activity Newsbrand text content 54% Newsbrand video content Email 34% 7% Maximum dwell time Number of visits 199 seconds 12 143 seconds 3 24 seconds 5 Advertising Other 3% 18 seconds 3 Advertising Tech 1% 9 seconds 2 Social Media 1% 6 seconds 1
  15. 15. Sophie Other / non-media Laptop 2% 93% Smartphone 5% % of overall time spent on each media / activity / device
  16. 16. Tiffany Other / non-media 2% Newspaper (print) 93% % of overall time spent on each media / activity / device TV 5%
  17. 17.  Newspaper reading demands higher level of  The newspaper is engrossing, with TV and radio concentration, whether print or digital offering background noise and minimal distraction  Social media/messaging is on all the time, but dealt with  No internet on mobile and prospect of starting up quickly. It does not require long periods of focus desktop PC to check for information tends to be a  Desktop/laptop as media gateway - entertainment barrier to spur-of-the-moment second screening , news, social media hub  Visual path often drawn to newspaper ads, and their  Tablet/phone for more spur of the moment reference role is valued. As a BBC loyalist, print ads provide a and messaging valuable source of information, deals and offers
  18. 18. Lucy Other / Non-media 7% Smartphone TV 29% 23% Tablet Newspaper 14% (print) 27% % of overall time spent on each media / activity / device
  19. 19. 20 visits 28 visits 35 visits 80 visits Number of visits* by media / device Avg. dwell time per visit: 7.6 secs 22.1 secs 25.4 secs 18.7 secs
  20. 20. Callum Other / Non-media 25% Laptop 15% Newspaper (print) Smartphone 21% 40% % of overall time spent on each media / activity / device
  21. 21. 6 visits 27 visits 23 visits Number of visits* by media / device Avg. dwell time per visit: 23.5 secs 10.1 secs 55 secs
  22. 22.  Typical pattern is multiple device/platform use, with newsbrands and streamed TV/video gaining most attention  However, when “on a mission”, researching new tablet via laptop, another Tech Rich had lowest number of visits overall  Recognition that newspaper /written content demands more concentration, whatever the device. Will sometimes take to another, non-tech room, eg kitchen
  23. 23. Eye tracking key findings TV often a constant, but not constantly viewed Interesting audio content prompts attention Appointment to view (irrespective of screen used) more immersive Laptop/desktops typically primary focus of attention. Used for activities that require more concentration – videos, newsbrands, shopping, banking Habitual presence and checking, for reassurance, information and keeping in touch – but not universal, and very short dwell times Tablets offer both immediate reference point and better viewing/reading experience than smartphone Newsbrands typically primary source of attention Require concentration, irrespective of platform
  24. 24. Eye tracking key findings • Time spent = complex notion • Content is the overarching driver of attention • Context drives choice of device and determines which receives primary attention
  25. 25. TGI Clickstream Using Tech Types in Context
  26. 26. 2+hrs/day online Five Tech Types 55% 50% 42% 39% 24% Price Pragmatist Quality Seekers TV Worshipper Social Addicts Tech Rich
  27. 27. Online Activities Five Tech Types • Researching family history • Learning languages • Using e-mail • Sending text messages • Comparing prices • • Researching family history • Donating money to charity • Making travel/holiday plans • = Learning languages Checking stocks, shares, investment s Accessing government services • Fantasy sports • Study work • Online gambling • Learning languages • Viewing classified ads • • Researching information on fashion/beauty Paid for films, series, documentarie s (viewing/downloading) • Downloading ring tones/wallpaper for you mob phone • = Researching family history Updates via RSS feeds • Renting DVDs • Viewing /downloading free films, series, documentarie s TV programmes (visiting websites) • • • Listening/downloading paid for music • Playing paid for games Listening/downloading paid for music = Listening/downloading paid for music

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