As digital devices take an increasingly prominent place in the lives of consumers, media use is becoming characterized more by the simultaneous use of multiple devices than the influence of one. Topics in this webinar include: How are marketers addressing these multiscreen usage patterns? How important is mobile in driving simultaneous media use? What is the impact of the proliferation of digital screens on traditional media? What are the demographics of simultaneous media use?

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The Multiscreen, Multitasking Consumer
Paul Verna
Senior Analyst
November 6, 2014

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Agenda
Multiscreen, multitasking usage at a glance
Demographics of second-screen use
Multiscreen activity by venue
–TV and movies
–Live sports
–News media
–Music and gaming
Key takeaways
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Multiscreen, Multitasking Usage at a Glance

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Time spent with mobile video has grown while desktop and TV time have flattened
Mobilevideo: up 50%in 2014
Desktopvideo: growth stalledafter years of big leaps
TV: flatfor several years
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Multiplatform: up from 48% to 56%
Mobile-only: up from 6% to 8%
Desktop-only:down from 46% to 36%
The US multiplatform audience grew in 2013
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Time spent on digital grew across the board, but mostlyon mobile devices
Smartphones:237%
Tablets:1,027% (!)
Desktop:7%
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Demographics of Second-Screen Use

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Young users are most likely to multitask with digital media while watching TV
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Harris study caveats:
Gen X-erswere more likely than millennials to surf ona computer while watching TV
Older userswere more likely to use traditional media while watching TV
Books onereaderswere a mixed bag, but older users predominated
Some activities declined in 2014, except tablet and smartphone use, which increased
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Multitasking while TV viewing was most common among millennials,least among matures
There were variations among younger users: email, browsing for products, voice calling
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Other studies reached similar conclusions

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Female social network users display similar patterns
Top overall activities: Facebook, email, texting
These activities were especially prevalent among Gen Y users
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Demographics of multiscreen use: Takeaways
Marketers targeting millennialsshould zero in on second-and third-screen use, which is higher than average among these groups.
Marketers targeting older usersbut interested in cultivating future brand affinityshould note the high levels of multiscreen use in the millennial population.
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Multiscreen Activity by Venue: TV and Movies

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Nielsen: Viewers who conduct show-related digital activities while watching TV
41%looked up information about the show’s characters
29%emailed or textedto communicate about the show
18%read social mediaconversations
12%submitted votes or comments
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Source: Nielsen, “Advertising & Audiences: State of the Media 2014,” May 2014

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How much second-screen activity is related to the show?
21% viewed unrelatedapps, games or content
6% viewed related apps
18% checked weather or texted
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Many go online while watching TV; some perform nondigital tasks
43%go online
20%read mail
11%-13% consume radio, magazines, newspapers
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More access second-screen devices during shows than during commercials
78%multitask during show
71%multitask during commercials
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The most prevalent activities during shows and commercials are unrelated to the program
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Continuity of video content across devices is important to consumers and content owners
“We make sure all of our content is reaching across all viewing platforms.More and more we see people starting a video on one device and picking it up on another, or watching something on TV and watching the companion content at the same time on a tablet.”
—Dan Goodman, co-founder of Believe Entertainment Group
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Multiscreen activity around TV and movie viewing: Takeaways
Much of the digital activity during TV shows has nothing to do with the show or commercials.
This marks a transformation in the role of television from being a focal point to being one of many screens competing for attention.
Reaching consumers on all screens is increasingly important.
Multiscreen, multitasking behavior is complex and overlapping.
Twitter –#eMwebinar

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Multiscreen Activity by Venue: Live Sports

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Sports generates high levels of engagement
29%checked scores and stats
17%visited team sites
22%checked weather
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The March Madness college basketball tournament brings out mobile multitasking
41%live updates
29%brackets
27%team/player info
18% multitasking
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Multiscreen activity around 2014 FIFA World Cup
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Multiscreen activity around 2014 FIFA World Cup
Harris Interactive: •17%check stats•15%text• 12%post social media
YuMe and Instant.ly: •59%said multiple devices would enable more game viewing• 46% said multiple devices are important
Peel: • 62%used smartphones while watching games
IAB/On Device Research: •37% at halftime• 35% during game• 20% used multiple devices
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Multiscreen Activity by Venue: News Media

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Time spent on mobile grew while traditional platforms were down or flat
Tablets:up 676%
Smartphones:up 233%
Desktop:down 14%
TV:up 6%
Radio:down 7%
Print:down 31%
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Most FB interactions: HuffingtonPost.com
Highest ratio of interactions to articles: IJReview.com
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News media emphasize Facebook interactions

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Most tweets: BBC.co.uk, NYTimes.com
Highest ratio of tweets to articles: Mashable.com
Tweets are an essential part of the digital news ecosystem
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Top social network for news: Facebook
YouTubebeats Twitterfor the No. 2 spot
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Facebook leads in news consumption, but YouTube is No. 2

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Multiscreen Activity by Venue: Music and Gaming

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Most Pandora listening happens in the background and in conjunction with other apps
“ Most of the time people are spending with Pandora, we are rendering audio in the background. We see that as endemic to the way people listen to music. Music tends to be a companion to whatever you’re doing,whether you’re working or working out.”
—Jack Krawczyk, director of product management at Pandora
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Recognition app Shazam also works with other digital media
Helped generate $300 millionin digital music sales per year
August 2014: 100 million MAU, up 34% from July 2013
September 2013: 10 billion ID tagsof songs and other digital media
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Source: Shazam company info, August 2014, September 2013

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Consoles are used for more than just gaming
Moviesare top nongaming use
TV shows, musicalso popular
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44% of internet users use consoles for video
Many other devices are purpose-made for video
Console penetration rate is lowerthan most other nonvideodevices
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Key takeaways
Among ways consumers multitask with media, the most common is using a digital device while watching TV.
Digital multitasking does not dull the excitement of watching live eventson TV, such as the World Cup.
Younger consumers multitask morethan older ones.
Time spent on smartphones and tablets increasedbetween 2013 and 2014, while time spent on other forms of media—both online and offline—declined.
Concurrent use of devices has become so intrinsic that it signals a shift from the immersive media experience.
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Paul Verna
The Multiscreen, Multitasking Consumer
Simultaneous Media Use: Screen Fragmentation Complements Traditional Channels
Shifting Video and TV Audiences: Tuning Out the Hype to Understand New Viewing Habits
Tablet and Smartphone Video Viewing: Multiple Screens, Young Users Drive Growth
Social TV: Marketers’ Enthusiasm Cools a Bit, but Experimentation Continues