Download as PDF, PPTX
Uploaded byChalifour
Le multiécran au Canada selon Google
The document discusses the increasing prevalence of multi-screen behavior among Canadian smartphone users, highlighting its impact on communication, search, and multimedia activities. It reveals that users often engage in simultaneous device usage, enhancing their experience while potentially distracting from traditional TV viewing. Additionally, smartphones are essential in the shopping process, facilitating product research and purchases across multiple devices.
More Related Content
Similar to Le multiécran au Canada selon Google
Le multiécran au Canada selon Google
- 1. The New Mul*-‐Screen World in Canada: Understanding Cross-‐Pla1orm Consumer Behaviour November 2013
- 2. Execu*ve summary Mul*screen behavior among Smartphone users is pervasive and with the expected rapid growth in penetraBon of Smartphones & Tablets, mulB-‐screening is only going to grow 1 The device we choose is oHen driven by context, but there are consistent use cases across devices that relate in parBcular to CommunicaBons and Search 3 2 2 4 Among Smartphone users, most media Bme today is screen based – Computer, Smartphone, Tablet or TV Simultaneous device use can enhance the TV viewing experience, but can also be a distrac*on. TV itself is losing its ability to command our full aLenBon
- 3. Execu*ve summary 5 Communica*ons, Search and Mul*media are the top 3 mulB-‐ screening simultaneous acBviBes among Smartphone users 7 9 3 For many Smartphone users, mulB-‐ screening makes them feel efficient because they can act spontaneously and achieve a sense of accomplishment – this results in a feeling of “found *me” 6 Most simultaneous device use involves mul*-‐tasking, with most acBviBes being spontaneous or unplanned 8 Smartphones play a criBcal role in the path to purchase process. They are used for product reviews, store locaBon informaBon, inventory checks and purchases. Portable screens allow us to move easily from one device to another to achieve a task. In some cases, Smartphone users will begin researching on their Smartphone and con*nue the shopping process or even make a purchase on a different device
- 4. Agenda 1 2 3 4 5 6 3 The new mulB-‐screen world PuVng our devices in context MulB-‐screening: Simultaneous usage Simultaneous MulB-‐screening: Impact on television SequenBal MulB-‐screening: Shopping ImplicaBons of MulB-‐screening behaviour No “silver bullet” measurement system yet 4
- 5. Smartphone Penetra*on Across Canada 44% ATLANTIC ONTARIO NATIONAL 42% WEST 50% 53% QUEBEC 55% Source: Ipsos Mobil-‐ology l August 2013, Among Online Adults, Ipsos iSay Panel l NaBonal n=28,000 / West n=8.500 / Ontario n=11,000 / Quebec n=6,300 / AtlanBc n=2,200
- 6. Virtually every Smartphone user also uses a PC 99% 100% 39% Tablet Computer 88% Smartphone 6 Base: All Respondents (n=2058) Which, if any, of the following devices do you use? Television
- 7. The new mul*-‐screen world 7
- 8. Majority of our daily media interac*ons are screen based 86% Smartphone Computers Tablet Television of all device/pla1orm interacBons are screen based* On average we spend 15 14% Radio Newspaper Magazine of all media interacBons are non-‐screen based 7.1 hours of our leisure Bme in front of these 4 screens each day * Also includes MP3 Players, eReaders & Gaming Consoles 8 Base: All Device InteracBons – Computer (n=2033); Smartphone (n=2058); Tablet (n=772); TV (n=1763) Q2. If you were to esBmate, in a typical day (weekday or weekend), how much Bme do you spend using each of the following types of devices and media pla1orms for personal (non-‐work related) acBviBes?
- 9. Our *me online (outside of email) is spread between 4 primary media devices Avg. *me spent per day (among those who use device) 105 57 52 Minutes 138 Minutes Minutes Computer (99%) Smart TV (19%) Minutes Smartphone (100%) Tablet (39%) 9 Base: Among those who have used devices to go online for personal Computer (n=2017); Smartphone (n=2058); Tablet (n=719); Smart TV (n=264). Q3. And again, if you were to esBmate, in a typical day, how much Bme do you spend using each of the following types of devices to go online for reasons other than reading or sending email? Please consider this only for personal (non-‐work related) use.
- 10. PuYng our devices in context 10
- 11. Computers keep us connected & produc*ve 80% Communica)ng 67% Searching 61% Social Networking 52% Media (not watching) 11 50% Personal Affairs 38% Reading 32% Watching 20% Shopping 190 Minutes spent using a PC in average day 32% Out of home 68% At home Base: Computer users for personal acBviBes (n=2033) Q6. How oHen do you perform each of the following acBviBes in a typical week on your Computer, for personal (non-‐work related) acBviBes? Base: Use Computer for personal acBviBes (n=2033) Q2. If you were to esBmate, in a typical day (weekday or weekend), how much Bme do you spend using each of the following types of devices and media pla1orms for personal (non-‐work related) acBviBes? / Base: Use Computer for personal acBviBes and spend 1 minute or more using device on a typical day (n=2017). Q4. And typically, where are you when you use each of these types of devices?
- 12. Smartphones keep us connected & entertained 84% Communica)ng 55% Media (not watching) 47% 40% 32% 22% 15% 10% 12 Social Net. Searching Personal Affairs Reading Watching 96 Minutes spent using a Smartphone in average day 56% Out of home 44% At home Shopping Base: Computer users for personal acBviBes (n=2058) Q5. How oHen do you perform each of the following acBviBes in a typical week on your Smartphone , for personal (non-‐work related) acBviBes? Base: Use Smartphone for personal acBviBes (n=2058) Q2. If you were to esBmate, in a typical day (weekday or weekend), how much Bme do you spend using each of the following types of devices and media pla1orms for personal (non-‐work related) acBviBes? / Base: Use Smartphone for personal acBviBes and spend 1 minute or more using device on a typical day (n=2058). Q4. And typically, where are you when you use each of these types of devices?
- 13. Tablets are the ul*mate mul*-‐purpose device 44% Media (not watching) 43% 43% 38% 26% 21% 21% 13% 13 Communica)ng Searching Social Net. Reading Watching Personal Affairs 76 Minutes spent using a Tablet in average day 26% Out of home 74% At home Shopping Base: Computer users for personal acBviBes (n=772) Q7. How oHen do you perform each of the following acBviBes in a typical week on your Tablet, for personal (non-‐work related) acBviBes? Base: Use Tablet for personal acBviBes (n=772) Q2. If you were to esBmate, in a typical day (weekday or weekend), how much Bme do you spend using each of the following types of devices and media pla1orms for personal (non-‐work related) acBviBes? / Base: Used Computer for personal acBviBes and spend 1 minute or more using device on a typical day (n=719). Q4. And typically, where are you when you use each of these types of devices?
- 14.
- 15. There are two modes of mul*-‐screening Simultaneous Usage Using more than one device at the same Bme for either a related or an unrelated acBvity MulB-‐tasking -‐ Unrelated acBvity Sequen*al Usage Moving from one device to another at different Bmes to accomplish a task 15 Complementary Usage -‐ Related acBvity
- 16. Simultaneous Ac*vity has become a natural occurrence among Smartphone users 87 ParBcipate in some form of simultaneous device use at least once a week 91% among 18-‐34 years old <$55K 6.3 hrs/wk 12 % 9 5.0 (vs 4.5 $55K+) 3 35-‐54 5.4 hrs/wk (vs 4.7 <35yrs & 4.6 >55yrs+) hours/week 6 Female 5.2 hrs/wk (vs 4.0 Male) Results based on most frequent device pairings 16 Base: All respondents (n=2058) / Base: Respondents that use at least two devices at the same Bme (from a pool of the 4 devices – Smartphone, Tablet, Computer or TV) (n=1797): Q10. And if you were to esBmate, how much Bme in a typical week would you spend using a... at the same Bme?
- 17. TVs are the common device among the most popular simultaneous device pairings Tablet Smartphone Computer Tablet Television 58% 45% 61% Smartphone 37% Computer 55% Television 65% Results based on most frequent device pairings 17 Base: Own both devices within pair : Tablet/Computer (n=758); Tablet/Smartphone (n=772); TV/Computer (n=1744); TV/Tablet (n=676); Smartphone/Computer (n=2033); Smartphone/TV (n=1763); Q9. And in a typical week, how oHen do you use each of the following combinaBons of devices at the same Bme?
- 18. Most source ac*vi*es lead to search on the 2nd device 39% MulBmedia 41% CommunicaBng 59% Searching/Browsing 2nd Device AcBvity: Searching/ Browsing 45% 55% Reading Social Networking 47% 52% Personal Affairs 53% Shopping Watching 18 Base: Use at least two devices at the same Bme (n=1797) Q16. Typically, what acBviBes are you doing on your … that spur you to use your ….? Q17. And typically, what acBviBes do you conBnue or follow up on your … when you use your …. at the same Bme?
- 19. And one-‐quarter of simultaneous device ac*vi*es have a local orienta*on 25% 19 Base: Use at least two devices at the same Bme (n=1797) Q11. When you use a... at the same Bme, what percentage of your acBviBes relate to your local area?
- 20. Simultaneous Mul*-‐ screening: Impact on television 20
- 21. frequency of simultaneously using a TV with another device TV viewing is becoming increasingly distracted 21 MulBple Bmes a day 17% Once a day Few Bmes a week Once a week 5% Less oHen Never 30% When I watch TV, I always have my Smartphone, Tablet or PC 41% I never feel bored watching TV, I pass the Ame using another device 25% 67% 51% I’ll watch shows & movies on any device 15% Once a week or more 9% 24% Base: TV/Smart TV Users (2033). Q8. In a typical week, how oHen do you use the following devices with at least one other device at the same Bme? Base: All Respondents (2058) Q22. What follows are a series of statements people have made about using devices available in the market today. Please indicate the extent to which you agree or disagree with each.
- 22. TV viewing is becoming increasingly distracted Related 9% Unrelated 18% 72% Television 22 17% 19% Equal 20% 22% 61% 61% Computer Smartphone 24% 22% 54% Tablet Base: Use Computer/TV/Smartphone/Tablet with another device, Computer (n=1121), TV (n=936), Tablet (n=423) & SP (n=1114) Q13. When you are using a ... at the same Bme are the acBviBes you are engaged with on each device typically related or unrelated?
- 23.
- 24. Mul*-‐screening is becoming more common place within the shopping cycle 39% 37% of us on a weekly basis will start shopping on one device and conBnue on another 24 Base: All Respondents who shopped or research something to purchase on a Computer, Smartphone or Tablet (n=1955). Q19. And now thinking about when you are shopping/researching something you might buy, how oHen in a typical week would you use the following devices at the same Bme to perform that acBvity?
- 25. Consumers take a mul*-‐device path to purchase (in order to truly measure the effec*veness of a digital campaign, tracking cross device behaviour is impera*ve) And end their path to purchase on… 81% 14% 31% Another Device In-‐store 58% Start on a Tablet 29% 31% Another Device In-‐store 43% 25 Start on a Computer Start on a Smartphone 40% 37% Another Device In-‐store Base: Use Device, Computer (n=2033); Tablet (n=772); Smartphone (n=2058) / Use Computer/Smartphone/Tablet with another device & shop on at least one of the devices, Computer (n=1649); Tablet (n=447) ; Smartphone (n=892) Q21. Changing gears, thinking about when you are shopping/researching something you might buy, how oHen in a typical week would you start, and then conBnue or finish (by making a purchase or visiBng a store) in any of the following ways?
- 26. Smartphones play an important role within the path to purchase process 58% Review Product Info 68% LocaBon 62% 26 Typically use their Smartphone in some manner while shopping Purchases 28% Store Info/Inventory PromoBon/Coupon 37% 33% Base: Smartphone users (All Respondents) (n=2058) & Base: Among Smartphone Users who use their phone while shopping (n=1189 – weighted base) Q24. Generally speaking, how do you typically use your Smartphone when shopping?
- 27. 58% 52% 39% Typically use their Smartphone in some manner while shopping Use their Smartphone in a store while shopping 57% 17% Same store where originally used SP 23% 27 Smartphones are a great way to shop Different store 23% Made a purchase the last Bme they used their Smartphone in a store while shopping locaBon of purchase And within this context, they are facilita*ng purchases 26% On a device I feel comfortable using my smartphone to make a purchase Base: Smartphone Users (All Respondents) (n=2058) Q24. Generally speaking, how do you typically use your Smartphone when shopping? / Base: Smartphone Users (All Respondents) (n=2058) Q25. How oHen would you use your Smartphone while in a store to help with your shopping? / Base: Smartphone Users (All Respondents) (n=2058) & Base: Smartphone Users who use their Smartphone in a store while shopping (n=820, weighted base) Q26. Thinking about the last Bme you used your Smartphone in a store to help with your shopping, where, if at all, did you make your final purchase? / Base: Smartphone Users (All Respondents) (n=2058) Q22. What follows are a series of statements people have made about using devices available in the market today. Please indicate the extent to which you agree or disagree with each.
- 28. Mobile adver*sing plays a role propelling the Smartphone based purchase cycle Steps taken as a result of seeing mobile ad 24% Looked for more info AD 22% Made a purchase 21% Visited Website/ Store 42% Recall seeing a mobile ad within the past month 13% Called the adver*ser/store 28 Base: Among Smartphone Users.(n=2058) Q27. Which of the following types of mobile adverBsing do you recall seeing on your Smartphone in the past month? / Base: Respondents that recall mobile adverBsing on a Smartphone (n=867) Q29. How oHen have you taken each of the following acBons as a result of seeing a mobile ad of any type on your Smartphone?
- 29. Situa*onally relevant gadver*sing haolds more aappeal (Some forms of mobile adver*sing that enerate the highest appeal re also the least recalled ds) Recall seeing form of mobile ad 29 22% 16% In App Find form of adverBsing appealing 53% Video Ad Ads based on loca*on 14% 30% 42% Base: Smartphone users that recall mobile adverBsing (n=867, weighted base) Q27. Which of the following types of mobile adverBsing do you recall seeing on your Smartphone in the past month? / Base : Smartphone users that recall each type of adverBsing , In App (n=437); Video Ad (n=200); LocaBon (n=124) Q28. What follows is a list of different types of mobile adverBsing you have seen on your Smartphone. Please rate each on the following on a 7-‐point scale where 7 means you found the mobile adverBsing to be very appealing, and 1 means you found it not at all appealing
- 30. PresentaBon posted to: hLp://www.google.ca/think/ © Copyright 2013 Google. All rights reserved. Google and the Google logo are registered trademarks of Google Inc.