Multi-screen behavior is changing Individual screens provide a device-driven layer of context that affects how consumers absorb and react to content. Marketers must now take a multi-layered approach to content distribution, one that enables portable, personal and interactive engagement across devices.

2. Consumers control their flow of
content …
...and move through the world
with multiple screens…
…so marketers must be
fluid, too.
We started with ‘Meet the Screens’. Now, we’re going
deeper

3. Multi-screen behavior is changing
UK
US
Canada
Australia
Brazil

4. Approach and methodology
Quantitative
Ipsos OTX
Multiple device users
3586 consumers
across five regions
Consumers aged
18-65
Qualitative
Flamingo research
Multiple device users
Consumers aged
18-54
8 digital diaries for
5 days

5. How we defined the need-states
Enjoyment
Like anything is possible
Daring
A sense of fun, enjoyment
Laughter, comedy, humor
Joy or happiness
Conviviality
Joy or happiness
A feeling of community or
neighborliness
Like I can let my guard
down or be silly
A sense of togetherness
Belonging
A sense of togetherness
A sense of comfort
Reassured
Security
Reassured
A feeling of trust
Simplicity
Safe
Control
Safe
In control
Organized and on top
of things
Like I am being
technologically advanced
Recognition
Like I am being
technologically advanced
Expert. Pioneering
Standing out in the crowd
A sense of pride in
achievement
Power
A sense of pride in
achievement
A sense of commitment
A feeling of strength
The buzz of achievement
Vitality
The buzz of achievement
On top of the world
A feeling of being alive—
an adrenaline rush
In awe of aware of what’s
possible in the world

6. Multi-screen behavior is changing
Individual screens provide a device-driven layer of context that affects how consumers absorb
and react to content. Marketers must now take a multi-layered approach to content distribution,
one that enables portable, personal and interactive engagement across devices.
Multi-tasking
and distraction
Investigation
and discovery
Connection
and sharing
Intent- and
task-based

8. Multi-screening: in consumers’ own words

9. Quantum
Related content across
devices sequentially
Related content across devices at the same time
Four multi-screen pathways
Content Grazing
Different content across
devices at the same time
Spider-Webbing
Multi-tasking Investigative Social Intent-based

10. Content grazing

11. • Quickly moving between screens and activities
• Multi-tasking and a constant need for distraction
Content grazing journeys require quick, low-effort
engagement opportunities
68%

12. Content Grazing

13. +5 -6 -1 -5 -11 -7 -7 -7
Need-states: grazing puts consumers in control
67%
45%
31% 30%
24% 24% 22%
14%
Control Enjoyment Belonging Security Recognition Conviviality Power Vitality
Avg All Pathways
Grazing

14. Keep it quick & entertaining; make it easy to pick up,
put down and come back later
Separate multi-screening:
•Keep it bite-sized: fun, quick and efficient
•Understand the measurement implications:
consumers may not want to hang around, so
dwell time and other engagement metrics
likely won’t be effective here
Content Grazing
Windows 8 Ads in Apps RP Pilot Research, September 2012

15. Investigative
Spider-Webbing

16. • Consumers journey around content
• Supplemental content just as compelling as the original
• Entertainment, bonus information and rewards for seeking more
Investigative spider-webbing requires depth
and exploration
57%

17. Investigative Spider-Webbing

18. Pique curiosity: Invite consumers into deeper,
exploratory experiences
Simultaneous multi-screening:
•Keep a few cards close to the vest
to encourage deeper exploration
•Drive consumers from the television to
the tablet—the natural ‘dynamic duo’
Spider-webbing: investigative

19. Social
Spider-Webbing

20. • Conversations stem from original content seed
• Commentary just as compelling as the original content
Social spider-webbing transforms solitary experiences
into shared ones
39%

21. Social Spider-Webbing

22. -2 -1 0 -1 -4 -4 -4 0
Need-states:
Investigative spider-webbing is an individual quest for entertainment vs
Social Spider-webbing is for enjoyment, conviviality and a sense of belonging
60%
50%
35% 34%
28% 27% 25%
21%
Control Enjoyment Recognition Security Belonging Conviviality Power Vitality
Avg All Pathways
+10 -6 +12 +3 +5 0 0 +1
60% 56%
43%
37% 37% 35%
29%
22%
Enjoyment Control Conviviality Recognition Belonging Security Power Vitality
Avg All Pathways

23. TV is the center of attention, but other devices can
draw attention away and enhance enjoyment
49% 48% 46%
25% 32%28%

24. Spark conversation & weave your own social web
Simultaneous multi-screening:
•Help consumers connect when the intent is
social
•Facilitate social interaction through content
that sparks conversation & a sense of
community
•Weave your own social threads for
consumers to explore; make it valuable and
interactive
Spider-webbing: social

25. Quantum

26. Quantum pathways require seamless connection
• Intent-based quantum journeys exist in different places: they start on one
screen and ‘leap’ over space, time and screen to another
• Sometimes disjointed and require clunky workarounds
46%

27. Quantum Pathways

28. +2 -4 +8 +11 +5 -1 -1 +6
Need-states: while control is paramount, power and
recognition are more evident in quantum journeys
64%
47%
42%
40% 39%
31% 30%
27%
Control Enjoyment Recognition Power Security Belonging Conviviality Vitality
Avg All Pathways
Quantum

29. Facilitate seamless connection with the consumer’s
intent in mind
Sequential multi-screening:
•Drive efficiency and discovery
•Move the consumer to the best
screen for your goal
•Add value as the consumer adds incremental
screens: deliver coupons and other rewards
utilized via the cloud and accessed anywhere
Quantum

31. *’Strongly’ or ‘somewhat’ agree (Top 2 Box) on a 5-pt scale.
Desire for efficiency drives multi-screen behaviour….
While advertising supports for efficiency
82%
65%
Being able to combine all these devices helps me be
more efficient
The only way I can get everything done is to multi-task
and use two or more devices at the same time
74%
87%
“Advertising can be helpful in telling me about new products
or brands that might interest me”
“It's great that I can check out products or brands that
interest me whenever and wherever I see them”
% consumers who agree*

32. 73%
agree
“I like it when companies offer
useful apps that help me carry
out tasks or organize my life”
72%
agree
“Apps help me get what I want
from the internet as quickly as
possible”
Apps especially can further fulfil efficiency needs,
inviting consumers in, rather than interrupting them

33. Thank you
Heidi Lau
heidilau@microsoft.com