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The	
  New	
  Mul*-­‐screen	
  World:	
  	
  
Understanding	
  Cross-­‐pla1orm	
  Consumer	
  Behavior	
  	
  




U.S.,	
  August	
  2012	
  
Execu*ve	
  summary	
  
        1	
  
            We	
  are	
  a	
  na?on	
  of	
  	
  
            mul*-­‐screeners.	
  Most	
  	
                  2	
  
                                                                 The	
  device	
  we	
  choose	
  to	
  use	
  is	
  	
  
                                                                 oJen	
  driven	
  by	
  our	
  context:	
  	
  
            of	
  consumers’	
  media	
  ?me	
  	
               where	
  we	
  are,	
  what	
  we	
  want	
  to	
  	
  
            today	
  is	
  spent	
  in	
  front	
  	
            accomplish	
  and	
  the	
  amount	
  of	
  	
  
            of	
  a	
  screen	
  –	
  computer,	
  	
            ?me	
  needed	
  	
  
            smartphone,	
  tablet	
  and	
  TV	
  	
  



        3	
  
            There	
  are	
  two	
  main	
  	
  
            modes	
  of	
  mul?-­‐screening:	
  	
  
            Sequen*al	
  screening	
  	
  
            where	
  we	
  move	
  between	
  devices.	
  
                                                             4	
  
                                                                 TV	
  no	
  longer	
  commands	
  	
  
                                                                 our	
  full	
  aLen?on	
  as	
  it	
  
            Simultaneous	
  screening	
  	
                      has	
  become	
  one	
  of	
  the	
  	
  
            where	
  we	
  use	
  mul?ple	
  	
                  most	
  common	
  devices	
  that	
  is	
  used	
  
            devices	
  at	
  the	
  same	
  ?me	
  	
            simultaneously	
  with	
  other	
  screens	
  	
  




2	
  
Execu*ve	
  summary	
  
        5	
  
            Portable	
  screens	
  allow	
  us	
  	
  
            to	
  move	
  easily	
  from	
  one	
  	
                                 6	
   The	
  majority	
  of	
  the	
  ?mes	
  	
  
                                                                                            that	
  we	
  use	
  devices	
  	
  
            device	
  to	
  another	
  to	
  achieve	
  a	
  	
                             simultaneously,	
  our	
  	
  
            task.	
  Search	
  is	
  the	
  most	
  	
                                      aEen*on	
  is	
  split	
  between	
  	
  
            common	
  bridge	
  between	
  devices	
  	
                                    dis?nct	
  ac?vi?es	
  on	
  	
  
            in	
  this	
  sequen?al	
  usage	
  	
                                          each	
  device	
  	
  



                7	
  
                    Smartphones	
  are	
  the	
  	
  
                    backbone	
  of	
  our	
  daily	
  media	
  	
  
                    interac?ons.	
  They	
  have	
  the	
  	
  
                    highest	
  number	
  of	
  user	
  	
  
                                                                        8	
  
                                                                            Mul?ple	
  screens	
  make	
  us	
  feel	
  	
  
                                                                            more	
  efficient	
  because	
  we	
  can	
  	
  
                                                                            act	
  spontaneously	
  and	
  get	
  a	
  sense	
  of	
  	
  
                    interac?ons	
  per	
  day	
  and	
  serve	
  	
  
                                                                            accomplishment	
  –	
  this	
  results	
  in	
  a	
  feeling	
  	
  
                    as	
  the	
  most	
  common	
  star?ng	
  	
  
                                                                            of	
  “found	
  *me”	
  	
  
                    point	
  for	
  ac?vi?es	
  across	
  	
  
                    mul?ple	
  screens	
  	
  




3	
  
Research	
  objec*ves	
  
           Gain	
  a	
  deep	
  understanding	
  of	
  consumer	
  media	
  behavior	
  over	
  	
  
                         a	
  24-­‐hour	
  period,	
  specifically	
  with	
  regard	
  to:	
  	
  


        How	
  is	
  media	
  used	
  	
                                      How	
  do	
  ac*vi*es	
  	
  
        in	
  daily	
  life?	
  	
                                            on	
  one	
  screen	
  impact	
  	
  
                                                                              another?	
  	
  


        What	
  are	
  consumers’	
  	
                                       How	
  is	
  mobile	
  used	
  	
  
        mo?va?ons	
  in	
  engaging	
                                         in	
  conjunc?on	
  with	
  	
  
        with	
  media?	
  	
                                                  other	
  screens?	
  	
  


        How	
  are	
  consumers	
  	
                                         What	
  is	
  the	
  role	
  	
  
        using	
  mul?ple	
  screens	
  to	
  	
                               of	
  search	
  among	
  	
  
        accomplish	
  their	
  tasks?	
  	
                                   mul?ple	
  devices	
  	
  




4	
  
What	
  did	
  we	
  do?	
  
                                                 In	
  partnership	
  with	
  Sterling	
  Brands	
  	
  
                                                 and	
  Ipsos	
  this	
  research	
  was	
  conducted	
  in	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                                                 two	
  phases:	
  	
  

        Qualita*ve	
  phase:	
  mobile	
  text	
  diaries,	
  online	
  bulle?n	
  	
  
        boards	
  and	
  in-­‐home	
  interviews	
  in	
  LA,	
  Boston	
  and	
  Aus?n	
                                                                                                                           1,611	
  	
  
        	
                                                                                                                                                                                                          Par?cipants	
  
        Quan*ta*ve	
  phase:	
  	
  
                           Par?cipants	
  logged	
  each	
  of	
  their	
  tradi?onal	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
                                                         9,974	
  	
  
                           and	
  digital	
  media	
  interac?ons	
  in	
  a	
  mobile	
  diary	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
                                               Entries	
  
                           over	
  a	
  24	
  hour	
  period.	
  A	
  survey	
  probing	
  further	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                           	
  into	
  observed	
  behavior	
  was	
  deployed	
  the	
  day	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
                                                      15,738	
  
                           	
  following	
  diary	
  par?cipa?on	
                                                                                                                                                  Media	
  Interac?ons	
  
                           Par?cipants	
  were	
  given	
  an	
  online	
  survey	
  to	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                           understand	
  a[tudes	
  and	
  behaviors	
  associated	
  	
  
                                                                                                                                                                                                                    7,955	
  
                                                                                                                                                                                                                    Hours	
  of	
  ac?vity	
  
                           with	
  various	
  digital	
  ac?vi?es,	
  specifically	
  	
  
                           when	
  using	
  mul?ple	
  screens	
  	
  
                                                                                                                                                                                                    Research	
  conducted	
  in	
  Q2	
  2012	
  	
  




5	
            *Note:	
  Smartphone,	
  PC	
  and	
  TV	
  users	
  aged	
  18-­‐64	
  were	
  par?cipated.	
  While	
  par?cipants	
  were	
  not	
  screened	
  in	
  on	
  tablet	
  usage,	
  41%	
  reported	
  using	
  the	
  device	
  
Agenda	
  
        Mul*-­‐screen	
  behavior	
  moves	
  mainstream	
  
        PuWng	
  our	
  devices	
  in	
  context	
  	
  
        The	
  two	
  modes	
  of	
  mul*-­‐screening	
  
        •	
  	
  	
  	
  Sequen?al	
  usage	
  
        •	
  	
  	
  	
  Simultaneous	
  usage	
  	
  
        The	
  changing	
  role	
  of	
  television	
  in	
  a	
  mul*-­‐screen	
  world	
  	
  
        Found	
  *me	
  	
  
        Mul*-­‐screen	
  and	
  shopping	
  
        Implica*ons	
  for	
  businesses	
  	
  



6	
  
The	
  new	
  
        mul*-­‐screen	
  world	
  




7	
  
Majority	
  of	
  our	
  daily	
  media	
  interac*ons	
  are	
  screen	
  based	
  	
  




                                                                                                                                                                                                                              90%	
  
             Smartphone	
                                      Laptop/PC	
                                             Tablet	
                                  Television	
  
                                                                                                                                                                                                              of	
  all	
  media	
  interac?ons	
  are	
  
                                                                                                                                                                                                                            screen	
  based	
  

                                                                                                                                                                               On	
  average	
  we	
  spend	
  	
  	
  
                                                                                                                                      10%	
                                    4.4	
  hours	
  	
  
                   Radio	
                   Newspaper	
                                Magazine	
                          of	
  all	
  media	
                               of	
  our	
  leisure	
  ?me	
  in	
  	
  
                                                                                                                          interac?ons	
  are	
                                 front	
  of	
  screens	
  each	
  day	
  	
  
                                                                                                                         non-­‐screen	
  based	
  


             Base:	
  All	
  Device	
  Interac?ons	
  –	
  PC/Laptop	
  (3817);	
  Smartphone	
  (6057);	
  Tablet	
  (542);	
  TV	
  (3592).	
  Q.	
  Which	
  of	
  the	
  following	
  did	
  you	
  use?	
  Q.	
  What	
  else	
  did	
  you	
  use	
  at	
  the	
  same	
  
8	
          ?me?	
  Note:	
  Respondents	
  were	
  asked	
  to	
  consider	
  printed	
  hard	
  copies	
  of	
  Newspaper	
  and	
  Magazine.	
  
Our	
  *me	
  online	
  is	
  spread	
  between	
  	
  
                                                    4	
  primary	
  media	
  devices	
  	
  

                         Avg.	
  *me	
  spent	
  	
  
                         per	
  interac*on	
  
                         	
  
                                                                                                                                               43	
         Minutes	
  

                                                                                                                  39	
           Minutes	
  

                                                          30	
                                                                                    Television	
  

                                                       Minutes	
  
             17	
                                                                                                       PC/Laptop	
  


            Minutes	
                                    Tablet	
  


        Smartphone	
  



9	
      Base:	
  All	
  Interac?ons	
  (15738).	
  	
  Q.	
  How	
  long	
  did	
  you	
  do	
  this	
  ac?vity?	
  
PuWng	
  our	
  	
  
         devices	
  in	
  context	
  




10	
  
Context	
  drives	
  device	
  choice	
  	
  
                                      Today	
  consumers	
  own	
  mul?ple	
  devices	
  and	
  move	
  seamlessly	
  	
  
                                                    between	
  them	
  throughout	
  the	
  day	
  	
  

                                                   The	
  device	
  we	
  choose	
  to	
  use	
  	
  
                                                   at	
  a	
  par?cular	
  ?me	
  is	
  oJen	
  	
  
                                                   driven	
  by	
  our	
  context:	
  	
  




                                                                                                Our	
  loca*on	
  	
  
         The	
  amount	
  	
  
          of	
  *me	
  we	
  	
  
         have	
  or	
  need	
  	
                The	
  goal	
  we	
  want	
  	
                                         Our	
  aWtude	
  and	
  
                                                   to	
  accomplish	
  	
                                                 state	
  of	
  mind	
  	
  




11	
  
Computers	
  keep	
  us	
  produc*ve	
  and	
  informed	
  	
  


                    	
  	
  	
  Context:	
  
                    •	
  	
  Office	
  or	
  home	
  use	
  
                    •	
  	
  Produc/ve,	
  task-­‐oriented	
  
                                                                                                                            24%	
  
                                                                                                                             of	
  our	
  daily	
  media	
  	
  
                                                                                                                                                                                                                                  31%	
  
                                                                                                                                                                                                                               Out	
  of	
  home	
  



                    •	
  	
  Requires	
  lots	
  of	
  /me	
  &	
  focus	
  
                    •	
  	
  Serious,	
  research	
  	
  	
  
                                                                                                                             interac?ons	
  occur	
  	
  
                                                                                                                             on	
  a	
  PC	
  
                                                                                                                                                                                                                                69%	
  
                                                                                                                                                                                                                                 At	
  home	
  
                    	
  	
  	
  	
  intensive	
  a>tude	
  	
  
                                                                                                                             PC	
  use	
  is	
  mo.vated	
  by:	
  
                                                                                                                             Finding	
  
                                                                                                                             Informa?on	
                                                                       40%	
  
                                                                                                                             Keep	
  up	
  
                                                                                                                             to	
  date	
                                                                       29%	
  




         Base:	
  All	
  Interac?ons	
  (15738).	
  Q.	
  Which	
  of	
  the	
  following	
  did	
  you	
  use?	
  Base:	
  Total	
  PC	
  Interac?ons	
  (3817).	
  	
  Q.	
  Which	
  ac?vi?es	
  did	
  you	
  do	
  on	
  your	
  PC/laptop?	
  	
  Q.	
  Did	
  you	
  do	
  this	
  to...?	
  
12	
     Q.	
  Were	
  you…	
  Note:	
  Out-­‐of-­‐Home	
  represents	
  net	
  of	
  the	
  following:	
  on-­‐the	
  go,	
  in-­‐store,	
  at	
  work	
  and	
  somewhere	
  else	
  	
  	
  
         	
  
Smartphones	
  keep	
  us	
  connected	
  



                    	
  	
  	
  Context:	
  
                                                                                  38%	
  
                                                                                   of	
  our	
  daily	
  media	
  interac?ons	
  
                                                                                                                                                                                                                      40%	
  
                                                                                                                                                                                                                  Out	
  of	
  home	
  

                    •	
  	
  On-­‐the-­‐go	
  as	
  	
  
                    	
  	
  	
  	
  well	
  as	
  at	
  home	
  
                                                                                   occur	
  on	
  a	
  smartphone	
  
                                                                                   	
                                                                                                                                 60%	
  
                                                                                                                                                                                                                       At	
  home	
  
                    •	
  	
  Communicate	
  	
                                       Smartphone	
  use	
  is	
  mo.vated	
  by:	
  
                    	
  	
  	
  	
  and	
  connect	
  
                    •	
  	
  Short	
  bursts	
  	
  
                                                                                    Communica?on	
                                                                                 54%	
  
                    	
  	
  	
  	
  of	
  /me	
                                     Entertainment	
                                                                                33%	
  
                    •	
  	
  Need	
  info	
  quickly	
  	
  
                    	
  	
  	
  	
  and	
  immediately	
  	
  




         Base:	
  All	
  Interac?ons	
  (15738).	
  Q.	
  Which	
  of	
  the	
  following	
  did	
  you	
  use?	
  Base:	
  Total	
  Smartphone	
  Interac?ons	
  (6057)	
  Q.	
  Which	
  ac?vi?es	
  did	
  you	
  do	
  on	
  your	
  smartphone?	
  Q.	
  Did	
  
13	
     you	
  do	
  this	
  to...?	
  Q.	
  Were	
  you...	
  Note:	
  Out-­‐of-­‐Home	
  represents	
  net	
  of	
  the	
  following:	
  on-­‐the	
  go,	
  in-­‐store,	
  at	
  work	
  and	
  somewhere	
  else	
  	
  	
  
         	
  	
  
Tablets	
  keep	
  us	
  entertained	
  
                                                                                                               Tablet	
  use	
  is	
  mo.vated	
  by:	
  

                                                                                                               Entertainment	
                                                 63%	
  
                                                                                                                                                                                                                            21%	
  
                                                                                                                                                                                                                               Out	
  of	
  	
  
                                                                                                                                                                                                                               home	
  
                                                                                                               Communica?on	
                                                  32%	
  
             	
  	
  	
  Context:	
  
             •	
  	
  Primarily	
  used	
  	
  
             	
  	
  	
  	
  at	
  home	
  
                                                                                                                                                                                                                           79%	
  
                                                                                                                                                                                                                             At	
  home	
  



                                                                                                                       9%	
  
             •	
  	
  Entertainment	
  	
  	
  	
  	
  	
                                                                                                of	
  our	
  daily	
  	
  
             	
  	
  	
  	
  and	
  browsing	
                                                                                                           media	
  interac?ons	
  
             •	
  	
  Unbounded	
  	
  	
  	
  	
  	
  
                                                                                                                                                         occur	
  on	
  a	
  tablet	
  
             	
  	
  	
  	
  sense	
  of	
  /me	
  
             •	
  	
  Relaxed	
  and	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
                                               	
  
             	
  	
  	
  	
  leisurely	
  approach	
  	
  




         Base:	
  All	
  Interac?ons	
  Among	
  Tablet	
  Users	
  (6305).	
  Q.	
  Which	
  of	
  the	
  following	
  did	
  you	
  use?	
  Base:	
  Total	
  Tablet	
  Interac?ons	
  (542).	
  Q.	
  Which	
  ac?vi?es	
  did	
  you	
  do	
  on	
  your	
  tablet?	
  Q.	
  
14	
     Did	
  you	
  do	
  this	
  to...?	
  Q.	
  Were	
  you...	
  Note:	
  Out-­‐of-­‐Home	
  represents	
  net	
  of	
  the	
  following:	
  on-­‐the	
  go,	
  in-­‐store,	
  at	
  work	
  and	
  somewhere	
  else	
  	
  	
  
Consumer	
  viewpoints	
  on	
  device	
  differences	
  	
  


                        “My	
  phone...	
  	
  I	
  consider	
  it	
  my	
  personal	
  device,	
  my	
  go-­‐to	
  	
  
                        device.	
  It’s	
  close	
  to	
  me,	
  if	
  I	
  need	
  that	
  quick,	
  precise	
  feedback.	
  	
  
                        	
  
                        When	
  I	
  need	
  to	
  be	
  more	
  in	
  depth,	
  that’s	
  when	
  I	
  start	
  using	
  	
  
                        my	
  tablet.	
  	
  The	
  other	
  part	
  of	
  it	
  is	
  where	
  I	
  disconnect	
  from	
  	
  
                        my	
  work	
  life	
  and	
  kind	
  of	
  go	
  into	
  where	
  I	
  want	
  to	
  be	
  at	
  the	
  
                        moment......	
  	
  I’m	
  totally	
  removed	
  from	
  today’s	
  reality.	
  I	
  can’t	
  	
  
                        get	
  a	
  phone	
  call,	
  I	
  don’t	
  check	
  my	
  email	
  it’s	
  my	
  dream	
  world.	
  	
  
                        	
  
                        And	
  then	
  moving	
  to	
  the	
  laptop,	
  well,	
  for	
  me	
  that’s	
  business.	
  	
  
                        That’s	
  work.	
  I	
  feel	
  like	
  I’ve	
  got	
  to	
  be	
  	
  
                        crunching	
  numbers	
  or	
  doing	
  something.”	
  	
  
                        -­‐	
  Bradley	
  
                        	
  




15	
  
Two	
  main	
  modes	
  	
  
         of	
  mul*-­‐screening	
  
         	
  




16	
  
There	
  are	
  two	
  modes	
  of	
  mul*-­‐screening	
  	
  

                   Sequen*al	
  Usage	
  
          Moving	
  from	
  one	
  device	
  to	
  
         another	
  at	
  different	
  ?mes	
  to	
  
                         accomplish	
  a	
  task	
  	
  



                                                           Simultaneous	
  Usage	
  
                                            Using	
  more	
  than	
  one	
  device	
  at	
  the	
  same	
  ?me	
  	
  
                                             for	
  either	
  a	
  related	
  or	
  an	
  unrelated	
  ac?vity	
  	
  




            Mul?-­‐tasking	
  -­‐	
  Unrelated	
  ac?vity	
  	
                       Complementary	
  Usage	
  -­‐	
  Related	
  ac?vity	
  	
  


17	
  
Sequen*al	
  screening	
  is	
  common	
  &	
  	
  
                                        mostly	
  completed	
  within	
  a	
  day	
  	
  



         90%	
  
         Use	
  mul?ple	
  screens	
  
         sequen*ally	
  to	
  	
  
         accomplish	
  a	
  task	
  	
  
         over	
  ?me	
  	
  

                               98%	
  move	
  between	
  devices	
  that	
  same	
  day	
  


         Base:	
  Total	
  Respondents	
  (1611).	
  Q.	
  How	
  oJen	
  do	
  you	
  start	
  an	
  ac?vity	
  (i.e.	
  emailing,	
  researching,	
  or	
  shopping)	
  on	
  one	
  device,	
  but	
  con?nue	
  it	
  or	
  finish	
  doing	
  it	
  at	
  a	
  later	
  ?me	
  on	
  a	
  
18	
     different	
  device?	
  Base:	
  Have	
  Started	
  Ac?vity	
  on	
  One	
  Device	
  &	
  Con?nued	
  on	
  Another	
  (1455).	
  Q.	
  On	
  average,	
  how	
  much	
  ?me	
  passes	
  between	
  the	
  ?me	
  you	
  begin	
  an	
  ac?vity	
  on	
  one	
  
         device	
  and	
  con?nue	
  the	
  ac?vity	
  on	
  another	
  device?	
  
Top	
  ac*vi*es	
  performed	
  when	
  	
  
                              sequen*ally	
  screening	
  between	
  devices	
  
                            81%	
                            72%	
                            67%	
                          63%	
                            46%	
                            43%	
                          43%	
  




                       Browsing	
                        Social	
                          Shopping	
                      Searching	
                       Managing	
                        Planning	
  	
               Watching	
  an	
  
                      the	
  internet	
                Networking	
                         Online	
                        for	
  info	
                    Finances	
                         a	
  Trip	
                 Online	
  Video	
  



         Base:	
  Have	
  Started	
  Ac?vity	
  on	
  One	
  Device	
  &	
  Con?nued	
  on	
  Another	
  (1455).	
  Q.	
  For	
  the	
  ac?vi?es	
  listed	
  below,	
  think	
  about	
  the	
  last	
  ?me	
  you	
  started	
  each	
  ac?vity	
  on	
  one	
  device	
  
19	
     and	
  then	
  con?nued	
  or	
  finished	
  the	
  same	
  ac?vity	
  on	
  another	
  device.	
  Please	
  select	
  which	
  device	
  you	
  started	
  and	
  then	
  con?nued	
  on.	
  If	
  you	
  have	
  not	
  done	
  this,	
  select	
  “I	
  have	
  not	
  
         done	
  this”.	
  	
  
Smartphones	
  are	
  the	
  most	
  common	
  	
  
                                           star*ng	
  place	
  for	
  online	
  ac*vi*es	
  	
  

         Started	
  on	
  a	
  
         smartphone	
                                    65%	
                         63%	
                         65%	
                          47%	
                         59%	
                         66%	
                           56%	
  
         	
  


                                                        Searching	
                   Browsing	
                      Shopping	
                    Planning	
  	
                Managing	
                     Social	
                   Watching	
  an	
  
                                                         for	
  info	
               The	
  internet	
                 Online	
                      a	
  Trip	
                  Finances	
                   Networking	
                 Online	
  Video	
  

             Con?nued	
  	
  
             on	
  a	
  PC	
  	
                         60%	
                         58%	
                         61%	
                          45%	
                         56%	
                         58%	
                           48%	
  


             Con?nued	
  	
  
             on	
  a	
  Tablet	
  
                                                           4%	
                           5%	
                          4%	
                           3%	
                          3%	
                          8%	
                            8%	
  

           Base:	
  Have	
  Started	
  Ac?vity	
  on	
  One	
  Device	
  &	
  Con?nued	
  on	
  Another	
  (1455);	
  Searching	
  (923),	
  Browsing	
  (1172),	
  Shopping	
  (969),	
  Planning	
  a	
  Trip	
  (627),	
  Finances	
  (675),	
  Social	
  
20	
       (1041),	
  Watching	
  a	
  Video	
  (623).	
  Q.	
  For	
  the	
  ac?vi?es	
  listed	
  below,	
  think	
  about	
  the	
  last	
  ?me	
  you	
  started	
  each	
  ac?vity	
  on	
  one	
  device	
  and	
  then	
  con?nued	
  or	
  finished	
  the	
  same	
  
           ac?vity	
  on	
  another	
  device.	
  	
  Please	
  select	
  which	
  device	
  you	
  started	
  and	
  then	
  con?nued	
  on.	
  	
  If	
  you	
  have	
  not	
  done	
  this,	
  select	
  “I	
  have	
  not	
  done	
  this”.	
  	
  	
  
PCs	
  are	
  most	
  ocen	
  a	
  star*ng	
  point	
  for	
  	
  
                                        more	
  complex	
  ac*vi*es	
  	
  
         Started	
  on	
  a	
  
         PC/Laptop	
                                     29%	
                         30%	
                         25%	
                          38%	
                         34%	
                         30%	
                           34%	
  
         	
  


                                                        Searching	
                   Browsing	
                      Shopping	
                    Planning	
  	
                Managing	
                     Social	
                   Watching	
  an	
  
                                                         for	
  info	
               The	
  internet	
                 Online	
                      a	
  Trip	
                  Finances	
                   Networking	
                 Online	
  Video	
  


          Con?nued	
  on	
  	
  
          a	
  smartphone	
                              23%	
                         24%	
                         19%	
                          31%	
                         29%	
                         27%	
                           24%	
  


             Con?nued	
  	
  
             on	
  a	
  tablet	
  
                                                           6%	
                           6%	
                          5%	
                           7%	
                          6%	
                          4%	
                         10%	
  

           Base:	
  Have	
  Started	
  Ac?vity	
  on	
  One	
  Device	
  &	
  Con?nued	
  on	
  Another	
  (1455);	
  Searching	
  (923),	
  Browsing	
  (1172),	
  Shopping	
  (969),	
  Planning	
  a	
  Trip	
  (627),	
  Finances	
  (675),	
  Social	
  
21	
       (1041),	
  Watching	
  a	
  Video	
  (623).	
  Q.	
  For	
  the	
  ac?vi?es	
  listed	
  below,	
  think	
  about	
  the	
  last	
  ?me	
  you	
  started	
  each	
  ac?vity	
  on	
  one	
  device	
  and	
  then	
  con?nued	
  or	
  finished	
  the	
  same	
  
           ac?vity	
  on	
  another	
  device.	
  	
  Please	
  select	
  which	
  device	
  you	
  started	
  and	
  then	
  con?nued	
  on.	
  	
  If	
  you	
  have	
  not	
  done	
  this,	
  select	
  “I	
  have	
  not	
  done	
  this”.	
  	
  	
  
Tablets	
  are	
  most	
  ocen	
  a	
  star*ng	
  point	
  	
  
                                 for	
  shopping	
  and	
  trip	
  planning	
  	
  
         Started	
  on	
  	
  
         A	
  tablet	
                                     7%	
                           7%	
                       11%	
                          15%	
                            7%	
                          4%	
                         11%	
  
         	
  


                                                        Searching	
                   Browsing	
                      Shopping	
                    Planning	
  	
                Managing	
                     Social	
                   Watching	
  an	
  
                                                         for	
  info	
               The	
  internet	
                 Online	
                      a	
  Trip	
                  Finances	
                   Networking	
                 Online	
  Video	
  


          Con?nued	
  on	
  	
  
          a	
  smartphone	
                                1%	
                           1%	
                          0%	
                           1%	
                          1%	
                          2%	
                            2%	
  

             Con?nued	
  	
  
             on	
  a	
  PC	
                               6%	
                           6%	
                       10%	
                          14%	
                            6%	
                          3%	
                            9%	
  

           Base:	
  Have	
  Started	
  Ac?vity	
  on	
  One	
  Device	
  &	
  Con?nued	
  on	
  Another	
  (1455);	
  Searching	
  (923),	
  Browsing	
  (1172),	
  Shopping	
  (969),	
  Planning	
  a	
  Trip	
  (627),	
  Finances	
  (675),	
  Social	
  
22	
       (1041),	
  Watching	
  a	
  Video	
  (623).	
  Q.	
  For	
  the	
  ac?vi?es	
  listed	
  below,	
  think	
  about	
  the	
  last	
  ?me	
  you	
  started	
  each	
  ac?vity	
  on	
  one	
  device	
  and	
  then	
  con?nued	
  or	
  finished	
  the	
  same	
  
           ac?vity	
  on	
  another	
  device.	
  	
  Please	
  select	
  which	
  device	
  you	
  started	
  and	
  then	
  con?nued	
  on.	
  	
  If	
  you	
  have	
  not	
  done	
  this,	
  select	
  “I	
  have	
  not	
  done	
  this”.	
  	
  	
  
Consumers	
  rely	
  on	
  search	
  to	
  move	
  	
  
                                            between	
  devices	
  	
  




                                                                                                                                 Searching	
                     Browsing	
                          Shopping	
                         Watching	
  an	
  
                                                                                                                                  for	
  info	
                 The	
  internet	
                     Online	
                          Online	
  Video	
  

                                                                   Search	
  again	
  on	
  the	
  	
  
                                                                   second	
  device	
  	
                                        63%	
                           61%	
                                51%	
                               43%	
  
                                                                   Directly	
  naviga*ng	
  to	
  
                                                                   the	
  des*na*on	
  site	
  	
                                52%	
                           58%	
                                48%	
                               43%	
  
                                                                   Via	
  email	
  /	
  sending	
  	
  
                                                                   a	
  link	
  to	
  myself	
  	
                               49%	
                           45%	
                                31%	
                               30%	
  

         Base:	
  Have	
  Started	
  Ac?vity	
  on	
  One	
  Device	
  &	
  Con?nued	
  on	
  Another:	
  Searching	
  (923);	
  Browsing	
  (1172);	
  Shopping	
  (969),	
  Watching	
  a	
  Video	
  (623).	
  Q.	
  You	
  men?oned	
  that	
  you	
  
23	
     have	
  started	
  each	
  ac?vity	
  below	
  on	
  one	
  device	
  and	
  then	
  con?nued	
  it	
  on	
  another	
  device.	
  For	
  each	
  ac?vity	
  (column),	
  please	
  indicate	
  the	
  way(s)	
  in	
  which	
  you	
  did	
  this.	
  
We	
  also	
  mul*-­‐screen	
  by	
  using	
  more	
  than	
  	
  
                                          one	
  device	
  simultaneously	
  	
  
                                    We	
  use	
  an	
  average	
  of	
  three	
  different	
  screen	
  combina?ons	
  every	
  day	
  	
  




                             81%	
                                                                              66%	
                                                                                   66%	
  


                   Smartphone	
  &	
  Television	
  	
                                           Smartphone	
  &	
  Laptop/PC	
  	
                                                    Laptop/PC	
  &	
  Television	
  	
  


         Base:	
  Total	
  Respondents	
  (1611)	
  Q.	
  Now,	
  we	
  would	
  like	
  to	
  learn	
  about	
  how	
  you	
  use	
  various	
  devices	
  at	
  the	
  same	
  ?me.	
  Please	
  think	
  about	
  the	
  specific	
  devices	
  listed	
  below	
  when	
  
24	
     answering.	
  How	
  oJen	
  do	
  you	
  use	
  more	
  than	
  one	
  device	
  at	
  the	
  same	
  ?me	
  (i.e.,	
  watching	
  TV	
  while	
  using	
  your	
  PC	
  or	
  laptop)?	
  	
  	
  
Smartphones	
  are	
  the	
  most	
  frequent	
  	
  
                   companion	
  devices	
  during	
  simultaneous	
  usage	
  	
  


                   57%	
                                                                                                                                        77%	
  
                                                               of	
  the	
  ?me	
  when	
  we’re	
                                                                                                           of	
  the	
  ?me	
  when	
  we’re	
  
                                                               using	
  a	
  smartphone,	
  we’re	
                                                                                                          using	
  a	
  TV,	
  we’re	
  using	
  
                                                               using	
  another	
  device	
                                                                                                                  another	
  device	
  
                                                               	
                                                                                                                                            	
  
                          28%	
                                                29%	
                                                                                 49%	
                                                34%	
  
                          with	
  a	
  PC/Laptop	
                             with	
  television	
                                                                  with	
  a	
  smartphone	
                            with	
  PC/Laptop	
  




                   75%	
                                                                                                                                        67%	
  
                                                                      of	
  the	
  ?me	
  when	
  we’re	
                                                                                                    of	
  the	
  ?me	
  when	
  we’re	
  
                                                                      using	
  a	
  tablet,	
  we’re	
  using	
                                                                                              using	
  a	
  PC,	
  we’re	
  using	
  
                                                                      another	
  device	
                                                                                                                    another	
  device	
  
                                                                      	
                                                                                                                                     	
  
                          35%	
                                                44%	
                                                                                 45%	
                                                32%	
  
                          with	
  a	
  smartphone	
                            with	
  television	
                                                                  with	
  a	
  smartphone	
                            with	
  television	
  




         Base:	
  All	
  Device	
  Interac?ons	
  –	
  Smartphone	
  (6057);	
  TV	
  (3592);	
  Tablet	
  (542);	
  PC/Laptop	
  (3817).	
  Q.	
  Which	
  of	
  the	
  following	
  did	
  you	
  use?	
  Q.	
  What	
  else	
  did	
  you	
  use	
  at	
  
25	
     the	
  same	
  ?me?	
  	
  
Top	
  ac*vi*es	
  performed	
  during	
  	
  
                                               simultaneous	
  screen	
  usage	
  
                                             60%	
       44%	
   	
   42%	
  
                                              Emailing	
                                   Internet	
  Browsing	
                                  Social	
  Networking	
  
                                                                                                                                                                                         25%	
  
                                                                                                                                                                                   Playing	
  a	
  Game	
  




                                                                  23%	
  
                                                                  Searching	
  
                                                                                                                                15%	
  
                                                                                                                      Work	
  Documents	
  
                                                                                                                                                                       9%	
  
                                                                                                                                                                 Watching	
  Video	
  




26	
     Base:	
  Mul?-­‐Screen	
  Occasions	
  (4486)	
  	
  	
  Q.	
  Which	
  ac?vi?es	
  did	
  you	
  do	
  on	
  your	
  [DEVICE]?	
  	
  
Most	
  consumers	
  are	
  mul*-­‐tasking	
  and	
  	
  
                   juggling	
  different	
  ac*vi*es	
  at	
  the	
  same	
  *me	
  	
  

                                                                                                                         78%	
                                                  of	
  simultaneous	
  	
  
                                                                                                                                                                                usage	
  is	
  mul?-­‐tasking	
  
                                                                                                                                                                                	
   mul?-­‐tasking	
  device	
  combina?ons	
  	
  
                                                                                                                                                                                Key	
  

                                                                                                                             PC	
  +	
  Smartphone	
                                                                                                                       92%	
  
                                                                                                                                                       TV	
  +	
  PC	
                                                                                                     92%	
  
                                                                                                                             TV	
  +	
  Smartphone	
                                                                                                                       90%	
  
                                                                                                                                             TV	
  +	
  Tablet	
                                                                                                           89%	
  

                                        “I	
  do	
  find	
  myself	
  being	
  distracted	
  from	
  what	
  I’m	
  watching	
  a	
  lot	
  more,	
  now	
  that	
  I	
  have	
  these	
  devices.	
  I’ll	
  find	
  myself,	
  	
  
                                        just	
  out	
  of	
  habit,	
  picking	
  up	
  the	
  touchpad	
  or	
  the	
  phone	
  and	
  deciding	
  to	
  search	
  on	
  the	
  internet	
  for	
  a	
  liLle	
  bit.	
  	
  	
  
                                        I’ve	
  never	
  understood	
  why	
  I	
  do	
  it,	
  but	
  I	
  just	
  do	
  it	
  in	
  the	
  middle	
  of	
  a	
  TV	
  show,	
  and	
  start	
  searching...	
  It’s	
  frustra?ng	
  that	
  	
  
                                        I	
  do	
  it	
  though,	
  because	
  you	
  feel	
  like	
  you	
  don’t	
  stay	
  as	
  engaged	
  with	
  the	
  show	
  that	
  you’re	
  watching.”	
  -­‐	
  Bradley	
  
                                        	
  




         Base:	
  Ever	
  Use	
  Devices	
  at	
  Same	
  Time	
  (floa?ng	
  bases)	
  Q.	
  Thinking	
  about	
  how	
  you	
  use	
  each	
  of	
  these	
  device	
  combina?ons,	
  please	
  indicate	
  how	
  you	
  use	
  each	
  combina?on	
  	
  
         most	
  oJen.	
  Do	
  you	
  mostly	
  use	
  the	
  devices	
  to	
  mul?-­‐task	
  (each	
  device	
  is	
  used	
  for	
  a	
  separate	
  ac?vity),	
  to	
  complement	
  each	
  other	
  (to	
  do	
  the	
  same	
  or	
  related	
  ac?vity),	
  	
  
27	
     or	
  to	
  do	
  both	
  equally?	
  Base:	
  Total	
  Answering	
  Follow-­‐Up	
  Occasion	
  –	
  PC/Laptop:	
  (446);	
  Smartphone	
  (575).	
  Q.	
  Was	
  the	
  ac?vity	
  you	
  were	
  doing	
  on	
  your	
  [SECONDARY	
  DEVICE]	
  related	
  to	
  your	
  use	
  of	
  a	
  
         [PRIMARY	
  DEVICE]?	
  
Consumers	
  are	
  also	
  conduc*ng	
  	
  
                               complementary	
  ac*vi*es	
  across	
  screens	
  	
  

                                                                                                                           22%	
                                                  of	
  simultaneous	
  usage	
  	
  
                                                                                                                                                                                  is	
  complementary	
  
                                                                                                                                                                                  Key	
  complementary	
  device	
  combina?ons	
  	
  
                                                                                                                                                               TV	
  +	
  Tablet	
                                                              40%	
  
                                                                                                                                               PC	
  +	
  Smartphone	
                                                                          36%	
  
                                                                                                                                               TV	
  +	
  Smartphone	
                                                                          35%	
  
                                                                                                                                                                         TV	
  +	
  PC	
                                                        32%	
  

                                        “It	
  depends	
  on	
  the	
  program	
  like	
  with	
  certain	
  programs	
  like	
  “The	
  Wire”	
  I	
  was	
  really	
  into	
  what	
  other	
  people	
  were	
  	
  
                                        saying	
  about	
  it.	
  	
  So	
  I	
  would	
  go	
  on	
  to	
  the	
  blogs	
  and	
  you	
  know,	
  what	
  did	
  you	
  guys	
  think	
  about	
  this	
  and	
  stuff	
  like	
  that.	
  	
  
                                        Or	
  if	
  there’s	
  an	
  actress	
  that	
  I	
  recognize,	
  but	
  I	
  can’t	
  remember	
  where	
  I	
  recognize	
  her	
  from,	
  I’ll	
  just	
  do	
  a	
  quick	
  search	
  	
  
                                        on	
  IMDB,	
  or	
  something	
  like	
  that.”	
  -­‐	
  Andrew	
  
                                        	
  




         Base:	
  Ever	
  Use	
  Devices	
  at	
  Same	
  Time	
  (Floa?ng).	
  Q.	
  Thinking	
  about	
  how	
  you	
  use	
  each	
  of	
  these	
  device	
  combina?ons,	
  please	
  indicate	
  how	
  you	
  use	
  each	
  combina?on	
  most	
  oJen.	
  Do	
  you	
  mostly	
  use	
  
28	
     the	
  devices	
  to	
  mul?-­‐task	
  (each	
  device	
  is	
  used	
  for	
  a	
  separate	
  ac?vity),	
  to	
  complement	
  each	
  other	
  (to	
  do	
  the	
  same	
  or	
  related	
  ac?vity),	
  or	
  to	
  do	
  both	
  equally?	
  Base:	
  Total	
  Answering	
  Follow-­‐Up	
  
         Occasion	
  –	
  PC/Laptop:	
  (446);	
  Smartphone	
  (575).	
  Q.	
  Was	
  the	
  ac?vity	
  you	
  were	
  doing	
  on	
  your	
  [SECONDARY	
  DEVICE]	
  related	
  to	
  your	
  use	
  of	
  a	
  [PRIMARY	
  DEVICE]?	
  
The	
  changing	
  role	
  	
  
         of	
  television	
  in	
  a	
  	
  
         mul*-­‐screen	
  world	
  
         	
  




29	
  
TV	
  no	
  longer	
  commands	
  our	
  full	
  aEen*on	
  	
  


                                   77%	
  
                                     of	
  TV	
  viewers	
  	
  
                                      use	
  another	
  	
  
                                      device	
  at	
  the	
  	
  
                                     same	
  ?me	
  in	
  a	
  
                                       typical	
  day	
  



                                                “I’m	
  some?mes	
  shopping,	
  some?mes	
  looking	
  for	
  recipes,	
  some?mes	
  typing	
  them	
  up,	
  	
  
                                                you	
  know.	
  Sending	
  emails,	
  reading,	
  I	
  could	
  do	
  anything	
  on	
  there.	
  	
  It’s	
  not	
  oJen	
  that	
  	
  
                                                I	
  just	
  sit	
  and	
  watch	
  TV	
  and	
  do	
  just	
  that.”	
  -­‐	
  Lori	
  	
  




30	
     Base:	
  Total	
  Respondents	
  (1611).	
  Q.	
  Which	
  of	
  the	
  following	
  did	
  you	
  use?	
  Q.	
  What	
  else	
  did	
  you	
  use	
  at	
  the	
  same	
  ?me?	
  
TV	
  is	
  a	
  major	
  catalyst	
  for	
  search	
  	
  
           Percent	
  of	
  search	
  occasions	
  that	
  were	
  prompted	
  by	
  television	
  
                                                                        TV	
  (Net)	
  	
                                                                                                                  22%	
  
                                                                      Seeing	
  a	
  
         Smartphone	
                                 	
  TV	
  commercial	
                                                                                                          17%	
  
                                                                      Seeing	
  a	
  	
  
                                                                TV	
  program	
                                                               7%	
  

                                                                        TV	
  (Net)	
                                                                    10%	
  
                                                                      Seeing	
  a	
  
           PC/Laptop	
                                	
  TV	
  commercial	
                                                               6%	
  
                                                                      Seeing	
  a	
  	
  
                                                                TV	
  program	
                                                            6%	
  




           Note:	
  Tablet	
  data	
  was	
  not	
  included	
  in	
  this	
  ques?on	
  due	
  to	
  small	
  sample	
  size.	
  	
  Base:	
  Total	
  Answering,	
  Follow-­‐Up	
  Occasion	
  (Search)	
  –	
  PC/Laptop	
  (492);	
  Smartphone	
  (216);	
  Tablet	
  
31	
       data	
  not	
  shown	
  due	
  to	
  small	
  sample	
  size.	
  	
  Q.	
  You	
  men?oned	
  that	
  you	
  [ACTIVITY]	
  at	
  [TIME]	
  because	
  you	
  wanted	
  to	
  [REASONS].	
  Did	
  you	
  do	
  this	
  in	
  response	
  to	
  any	
  of	
  the	
  following?	
  	
  
           	
  
Consumers	
  search	
  for	
  things	
  they	
  see	
  on	
  TV	
  	
  




                “I’ll	
  be	
  watching	
  a	
  movie	
  or	
  TV	
  show	
  and	
  I’ll	
  look	
  up	
  the	
  actor	
  or	
  actress	
  on	
  IMDB	
  or	
  I’ll	
  
                Google	
  image	
  them,	
  or	
  I’ll	
  see	
  when	
  it	
  was	
  made	
  or	
  how	
  it	
  was	
  filmed.	
  I’m	
  always	
  doing	
  that.	
  
                And	
  I	
  use	
  my	
  phone	
  a	
  lot	
  for	
  stuff	
  like	
  that.”	
  -­‐	
  Kelly	
  	
  




32	
  
Discovering	
  	
  
         “found”	
  *me	
  
         	
  




33	
  
Many	
  *mes	
  we	
  turn	
  to	
  the	
  screen	
  that’s	
  closest	
  	
  
                                               While	
  we	
  all	
  have	
  screen	
  preferences	
  for	
  certain	
  ac?vi?es,	
  	
  
                                                               we	
  are	
  also	
  creatures	
  of	
  convenience	
  




                                                                     34%	
  
                                                         of	
  us	
  use	
  the	
  device	
  that’s	
  	
  
                                                         closest	
  to	
  us	
  when	
  looking	
  	
  
                                                                     for	
  informa?on	
  




                                         “If	
  I’m	
  watching	
  TV	
  I	
  won’t	
  go	
  upstairs	
  to	
  grab	
  my	
  laptop	
  to	
  follow	
  up	
  on	
  a	
  product	
  	
  
                                         I	
  see,	
  I’d	
  just	
  pull	
  out	
  my	
  phone.”	
  -­‐	
  Sophie	
  	
  



34	
      Base:	
  Total	
  Respondents	
  (1611).	
  	
  Q.	
  Think	
  about	
  ?mes	
  when	
  you	
  are	
  looking	
  for	
  informa?on	
  using	
  a	
  search	
  engine.	
  	
  Which	
  of	
  these	
  devices	
  would	
  you	
  reach	
  for	
  first?	
  
We	
  accomplish	
  goals	
  through	
  spontaneous	
  device	
  usage	
  
                                                    Spontaneous	
  vs.	
  Planned	
  Search	
  
                                                                     	
  
                                          Smartphone	
                                  PC/Laptop	
  


                                                    20%	
  
                                                      Planned	
  
                                                                                                                                                                                        48%	
  
                                                                                                                                                                                          Planned	
  


                                                80%	
  
                                              Spontaneous	
  
                                                                                                                                                                                           52%	
  
                                                                                                                                                                                     Spontaneous	
  

                                                                                               44%	
                                                                                                                                 43%	
  
                                             of	
  all	
  spontaneous	
  searches	
  	
                                                                                             of	
  all	
  spontaneous	
  searches	
  on	
  
                                             on	
  smartphone	
  were	
  to	
                                                                                                       PCs	
  were	
  to	
  accomplish	
  a	
  goal	
  
                                             accomplish	
  a	
  goal	
  




             Base:	
  Total	
  Answering,	
  Follow-­‐Up	
  Occasion	
  (Search)	
  –	
  PC/Laptop	
  (492);	
  Smartphone	
  (216);	
  Tablet	
  not	
  shown	
  due	
  to	
  small	
  base	
  size.	
  Q.	
  Would	
  you	
  consider	
  your	
  use	
  of	
  	
  
35	
         a	
  [DEVICE]	
  to	
  be	
  planned	
  or	
  spur	
  of	
  the	
  moment	
  (spontaneous)?	
  Base:	
  Spur-­‐of-­‐the-­‐Moment	
  Search	
  Occasions:	
  Smartphone	
  (172)	
  and	
  PC/Laptop	
  (254)	
  
All	
  the	
  answers	
  to	
  all	
  my	
  ques*ons	
  




         “Now	
  that	
  I	
  know	
  I	
  have	
  some	
  device	
  that	
  has	
  all	
  the	
  answers	
  to	
  all	
  my	
  ques?ons,	
  it’s	
  just	
  so	
  easy.	
  Like	
  I	
  could	
  be	
  at	
  
         the	
  train	
  sta?on,	
  as	
  an	
  example;	
  I	
  see	
  an	
  ad	
  for	
  something.	
  Oh,	
  that	
  sounds	
  cool,	
  let	
  me	
  check	
  that	
  out,	
  and	
  I’ll	
  go	
  
         on	
  to	
  Wikipedia	
  on	
  my	
  phone.	
  I’ll	
  do	
  some	
  research	
  about	
  it.	
  Oh	
  there’s	
  a	
  new	
  show.	
  	
  I	
  saw	
  an	
  ad	
  for	
  Mad	
  Men	
  a	
  
         few	
  months	
  ago	
  and	
  I	
  just	
  wanted	
  to	
  know	
  what	
  date	
  it	
  was	
  star?ng.	
  So,	
  I	
  went	
  on	
  to	
  my	
  phone,	
  went	
  to	
  Google,	
  
         typed	
  in	
  Mad	
  Men	
  start	
  date	
  and	
  within	
  three	
  seconds	
  I	
  found	
  out	
  the	
  start	
  date.	
  I	
  came	
  home	
  and	
  set	
  my	
  DVR	
  to	
  
         record	
  Mad	
  Men,	
  and	
  stuff	
  like	
  that.”	
  -­‐	
  Andrew	
  
         	
  




36	
  
“Found	
  *me”	
  arises	
  from	
  this	
  	
  
                       spontaneous	
  usage	
  	
  
                     This	
  combina?on	
  of	
  d	
  
                                                    evice	
  accessibility	
  and	
  spur-­‐of-­‐the-­‐moment	
  
                                  usage	
  to	
  get	
  something	
  done	
  leads	
  to	
  a	
  sense	
  of	
  “found	
  *me”	
  

                                  Consumers	
  use	
  these	
  “micro-­‐moments”	
  across	
  mul?ple	
  screens	
  to	
  
                                  search,	
  shop,	
  communicate	
  and	
  keep	
  entertained.	
  	
  

                                  This	
  offers	
  adver?sers	
  more	
  touchpoint	
  opportuni?es	
  to	
  engage	
  
                                  consumers	
  throughout	
  the	
  day.	
  	
  



         “I’m	
  online	
  more	
  than	
  before,	
  for	
  sure.	
  I	
  check	
  a	
  lot	
  more	
  stuff	
  every	
  day	
  than	
  I	
  normally	
  would	
  	
  
         have	
  never	
  done,	
  because	
  it’s	
  so	
  easy	
  to	
  check.	
  I	
  can	
  go	
  to	
  10	
  apps,	
  when	
  I	
  have	
  15	
  free	
  minutes,	
  	
  
         I	
  can	
  check	
  my	
  bank	
  account	
  or	
  I	
  can	
  check	
  the	
  news	
  or	
  I	
  can	
  check	
  some	
  music	
  websites	
  that	
  are	
  	
  
         very	
  cool.”	
  -­‐	
  Leum	
  
         	
  
         “I	
  scan	
  for	
  deals	
  on	
  Groupon	
  or	
  TwiLer	
  when	
  I’m	
  wai?ng	
  in	
  line.	
  It’s	
  life	
  ?me	
  management.	
  Whether	
  
         it’s	
  something	
  urgent	
  for	
  business	
  or	
  something	
  fun	
  –	
  I	
  get	
  to	
  choose	
  what	
  to	
  look	
  at.”	
  -­‐	
  Maria	
  	
  




37	
  
The	
  mul*-­‐screen	
  	
  
         shopper	
  
         	
  




38	
  
Smartphones	
  allow	
  us	
  to	
  shop	
  	
  
                                                   at	
  home	
  or	
  on-­‐the-­‐go	
  	
  
                                                                                                           Of	
  all	
  the	
  shopping	
  	
  
                                                                                                           events	
  we	
  observed	
  	
  
                                                                                                                                          	
  




                                                    59%	
       In-­‐home	
  
                                                                                                                                                                                      84%	
       In-­‐home	
  

                                                          41%	
  
                                                        Out	
  of	
  home	
  
                                                                                                                                                                                     16%	
  Out	
  of	
  home	
  
                                                 Smartphone	
                                                                                                              PC/Laptop	
  

         Base:	
  Total	
  Primary/Secondary	
  Device	
  Shop/Buy	
  Occasions	
  -­‐	
  PC/Laptop	
  (323);	
  Smartphone	
  (152).	
  Q.	
  Were	
  you...	
  	
  	
  Note:	
  Out-­‐of-­‐Home	
  represents	
  net	
  of	
  the	
  following:	
  on-­‐the	
  go,	
  
39	
     in-­‐store,	
  at	
  work	
  and	
  somewhere	
  else.	
  	
  
Spontaneity	
  plays	
  a	
  major	
  role	
  in	
  shopping	
  
                                                       Spur-­‐of-­‐the-­‐moment	
  vs.	
  Planned	
  shopping	
  




                                                                                                                                               pto              p	
  

                                                                        81%	
  
                                                                                                                                         PC/La
                                                                                                                                                                                     58f	
  the	
  
                                                                                                                                                                                              %	
  
                                 ne	
                                                                                                                                               Spur	
  o
                        Smartpho                                       Spur	
  of	
  the	
                                                                                             moment	
  
                                                                        moment	
  

                                                              19        %	
   Planned	
                                                                                     42%	
   Planned	
  


         Base:	
  Total	
  Answering	
  Follow-­‐Up	
  Ac?vity	
  and	
  Were	
  Looking	
  for	
  Shopping-­‐Related	
  Info–	
  PC/Laptop	
  (297);	
  Smartphone	
  (131).	
  Q.	
  Would	
  you	
  consider	
  your	
  use	
  of	
  a	
  [DEVICE]	
  to	
  be	
  
40	
     planned	
  or	
  spur	
  of	
  the	
  moment	
  (spontaneous)?	
  	
  *Note:	
  Data	
  represents	
  aggregate	
  of	
  the	
  following	
  ac?vi?es	
  probed	
  on	
  in	
  follow-­‐up	
  survey:	
  Browsing	
  and	
  Search.	
  
Search	
  drives	
  access	
  to	
  shopping	
  	
  
                                               content	
  more	
  on	
  mobile	
  	
  
                                                                                                        How	
  shopping	
  related	
  	
  
                                                                                                        content	
  is	
  accessed	
  
                                                                                                           Typed	
  website	
  directly	
  into	
  browser	
  	
                                              36%	
                       50%	
  
                                                                                                           Already	
  had	
  it	
  bookmarked	
  	
                                                           27%	
                       36%	
  
                                                                                                           Through	
  email	
                                                                                 28%	
                       29%	
  
                                                                                                           Through	
  a	
  search	
  engine	
  
                                                                                                                                                                                                              30%	
                       24%	
  
                                                                                                           Via	
  social	
  networking	
  site	
  	
  
                                                                                                                                                                                                              25%	
                       16%	
  



         Base:	
  Total	
  Answering	
  Follow-­‐Up	
  Ac?vity	
  and	
  Were	
  Looking	
  for	
  Shopping-­‐Related	
  Info–	
  PC/Laptop	
  (297);	
  Smartphone	
  (131).	
  Q.	
  How	
  did	
  you	
  get	
  to	
  the	
  website(s)	
  	
  you	
  visited?	
  	
  
41	
     *Note:	
  Data	
  represents	
  aggregate	
  of	
  the	
  following	
  ac?vi?es	
  probed	
  on	
  in	
  follow-­‐up	
  survey:	
  Browsing	
  and	
  Search.	
  
We	
  ocen	
  move	
  from	
  one	
  screen	
  	
  
                                               to	
  another	
  while	
  shopping	
  


                           67%	
  
                  of	
  us	
  start	
  shopping	
  
                  on	
  one	
  device	
  and	
  
                  con?nue	
  on	
  another	
  	
  




                                         “No,	
  I’ll	
  usually	
  check	
  to	
  see	
  on	
  my	
  phone	
  if	
  they	
  have	
  it	
  online.	
  I’ll	
  usually	
  order	
  it	
  when	
  I	
  get	
  home.	
  	
  
                                         a)	
  because	
  I	
  just	
  feel	
  more	
  comfortable,	
  and	
  b)	
  if	
  I’m	
  going	
  to	
  order	
  it	
  online	
  some?mes	
  I’ll	
  look	
  to	
  see	
  
                                         if	
  there’s	
  anything	
  else	
  online	
  that	
  wasn’t	
  in	
  the	
  store	
  that	
  I	
  want	
  to	
  add	
  into	
  the	
  purchase.”	
  -­‐	
  Jennifer	
  	
  



         Base:	
  Have	
  Started	
  Ac?vity	
  on	
  One	
  Device	
  &	
  Con?nued	
  on	
  Another	
  (1455).	
  Q.	
  For	
  the	
  ac?vi?es	
  listed	
  below,	
  think	
  about	
  the	
  last	
  ?me	
  you	
  started	
  each	
  ac?vity	
  on	
  one	
  device	
  	
  
42	
     and	
  then	
  con?nued	
  or	
  finished	
  the	
  same	
  ac?vity	
  on	
  another	
  device.	
  Please	
  select	
  which	
  device	
  you	
  started	
  and	
  then	
  con?nued	
  on.	
  If	
  you	
  have	
  not	
  done	
  this,	
  select	
  “I	
  have	
  not	
  	
  
         done	
  this”.	
  
Consumers	
  take	
  a	
  mul*-­‐device	
  path	
  to	
  purchase	
  	
  

                                                                                                                                                                 61%	
                                                       4%	
  
                     65                 Start	
  on	
  a	
  	
  
                                  %	
   Smartphone	
  
                                                                                                                                                             Con?nue	
  on	
  	
  
                                                                                                                                                             a	
  PC/Laptop	
  	
  
                                                                                                                                                                                                                      Con?nue	
  on	
  	
  
                                                                                                                                                                                                                        a	
  Tablet	
  




                                                                                                                                                                              19%	
  
                                                                                                                                                                         Con?nue	
  on	
  	
  
                                                                                                                                                                        a	
  Smartphone	
                                    5%	
  
                     25                 Start	
  on	
  a	
  	
  
                                  %	
   PC/Laptop	
                                                                                                                                                                   Con?nue	
  on	
  	
  
                                                                                                                                                                                                                        a	
  Tablet	
  




                                                                                                                                                                                     10%	
  
                     11                 Start	
  on	
  a	
  	
  
                                  %	
   Tablet	
  
                                                                                                                                                                                  Con?nue	
  on	
  	
  
                                                                                                                                                                                  a	
  PC/Laptop	
  	
  




         Base:	
  Have	
  Started	
  Shopping	
  On	
  One	
  Device	
  &	
  Con?nued	
  on	
  Another	
  (969).	
  Q.	
  For	
  the	
  ac?vi?es	
  listed	
  below,	
  think	
  about	
  the	
  last	
  ?me	
  you	
  started	
  each	
  ac?vity	
  on	
  one	
  device	
  and	
  then	
  
43	
     con?nued	
  or	
  finished	
  the	
  same	
  ac?vity	
  on	
  another	
  device.	
  Please	
  select	
  which	
  device	
  you	
  started	
  and	
  then	
  con?nued	
  on.	
  	
  If	
  you	
  have	
  not	
  done	
  this,	
  select	
  “I	
  have	
  not	
  done	
  this”.	
  	
  
Mul*-­‐screen	
  lessons	
  to	
  apply	
  	
  

         1	
  
             The	
  vast	
  majority	
  of	
  media	
  interac?ons	
  are	
  
             screen-­‐based,	
  and	
  so	
  marke?ng	
  strategies	
  
             should	
  no	
  longer	
  be	
  viewed	
  as	
  “digital”	
  or	
  
                                                                                   2	
  
                                                                                       Consumers	
  turn	
  to	
  their	
  devices	
  in	
  various	
  
                                                                                       contexts.	
  Marke?ng	
  and	
  websites	
  should	
  
                                                                                       reflect	
  the	
  needs	
  of	
  a	
  consumer	
  on	
  a	
  
             “tradi?onal”.	
  Businesses	
  should	
  understand	
                     specific	
  screen,	
  and	
  conversion	
  goals	
  should	
  
             all	
  of	
  the	
  ways	
  that	
  people	
  consume	
  media,	
         be	
  adjusted	
  to	
  account	
  for	
  the	
  inherent	
  
             par?cularly	
  digital,	
  and	
  tailor	
  strategies	
  to	
            differences	
  in	
  each	
  device	
  
             each	
  channel	
  
             	
  


         3	
  
             The	
  prevalence	
  of	
  sequen*al	
  usage	
  makes	
  
             it	
  impera?ve	
  that	
  businesses	
  enable	
  
             customers	
  to	
  save	
  their	
  progress	
  between	
  
                                                                                   4	
  
                                                                                       Consumers	
  rely	
  on	
  search	
  to	
  connect	
  their	
  
                                                                                       experiences	
  across	
  screens.	
  Not	
  only	
  should	
  
                                                                                       brands	
  give	
  consumers	
  the	
  opportunity	
  to	
  
             devices.	
  Saved	
  shopping	
  carts,	
  “signed-­‐in”	
                find	
  them	
  with	
  mul?-­‐device	
  search	
  
             experiences	
  or	
  the	
  ability	
  to	
  email	
  progress	
          campaigns,	
  strategies	
  such	
  as	
  keyword	
  parity	
  
             to	
  oneself	
  helps	
  keep	
  consumers	
  engaged,	
                 across	
  devices	
  can	
  ensure	
  consumers	
  can	
  find	
  
             regardless	
  of	
  device	
  used	
  to	
  get	
  to	
  you	
            the	
  brand	
  when	
  resuming	
  their	
  search	
  




44	
  
Mul*-­‐screen	
  lessons	
  to	
  apply	
  	
  

         5	
  
             During	
  simultaneous	
  usage,	
  content	
  viewed	
  
             on	
  one	
  device	
  can	
  trigger	
  specific	
  behavior	
  
             on	
  the	
  other.	
  Businesses	
  should	
  therefore	
  
                                                                                      6	
  
                                                                                          Most	
  of	
  the	
  ?me	
  when	
  TV	
  is	
  watched,	
  
                                                                                          another	
  screen	
  is	
  being	
  used.	
  These	
  
                                                                                          instances	
  present	
  the	
  opportune	
  ?me	
  to	
  
             not	
  limit	
  their	
  conversion	
  goals	
  and	
  calls	
  to	
         convey	
  your	
  message	
  and	
  inspire	
  ac?on.	
  A	
  
             ac?on	
  to	
  only	
  the	
  device	
  where	
  they	
  were	
              business’s	
  TV	
  strategy	
  should	
  be	
  closely	
  
             ini?ally	
  displayed	
                                                      aligned	
  and	
  integrated	
  with	
  the	
  marke?ng	
  
             	
                                                                           strategies	
  for	
  digital	
  devices	
  
                                                                                          	
  


         7	
  
             Consumers	
  shop	
  differently	
  across	
  devices,	
  
             so	
  businesses	
  should	
  tailor	
  the	
  experience	
  
             to	
  each	
  channel.	
  It’s	
  also	
  important	
  to	
  
                                                                                      8	
  
                                                                                          Smartphones	
  are	
  the	
  backbone	
  of	
  our	
  daily	
  
                                                                                          media	
  use.	
  They	
  are	
  the	
  devices	
  used	
  most	
  
                                                                                          throughout	
  the	
  day	
  and	
  serve	
  as	
  the	
  most	
  
             op?mize	
  the	
  shopping	
  experience	
  across	
  all	
                  common	
  star?ng	
  point	
  for	
  ac?vi?es	
  across	
  
             devices.	
  For	
  example,	
  consumers	
  need	
  to	
                     mul?ple	
  screens.	
  Going	
  mobile	
  has	
  become	
  	
  
             find	
  what	
  they	
  are	
  looking	
  for	
  quickly	
  and	
             a	
  business	
  impera?ve	
  
             need	
  a	
  streamlined	
  path	
  to	
  conversion	
  on	
  
             smartphones	
  	
  
             	
  




45	
  
©	
  Copyright	
  2012	
  Google.	
  All	
  rights	
  reserved.	
  Google	
  and	
  the	
  Google	
  logo	
  are	
  registered	
  trademarks	
  of	
  Google	
  Inc.	
  
                                                                                	
  

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The New Multi-screen World: Understanding Cross-platform Consumer Behavior

  • 1. The  New  Mul*-­‐screen  World:     Understanding  Cross-­‐pla1orm  Consumer  Behavior     U.S.,  August  2012  
  • 2. Execu*ve  summary   1   We  are  a  na?on  of     mul*-­‐screeners.  Most     2   The  device  we  choose  to  use  is     oJen  driven  by  our  context:     of  consumers’  media  ?me     where  we  are,  what  we  want  to     today  is  spent  in  front     accomplish  and  the  amount  of     of  a  screen  –  computer,     ?me  needed     smartphone,  tablet  and  TV     3   There  are  two  main     modes  of  mul?-­‐screening:     Sequen*al  screening     where  we  move  between  devices.   4   TV  no  longer  commands     our  full  aLen?on  as  it   Simultaneous  screening     has  become  one  of  the     where  we  use  mul?ple     most  common  devices  that  is  used   devices  at  the  same  ?me     simultaneously  with  other  screens     2  
  • 3. Execu*ve  summary   5   Portable  screens  allow  us     to  move  easily  from  one     6   The  majority  of  the  ?mes     that  we  use  devices     device  to  another  to  achieve  a     simultaneously,  our     task.  Search  is  the  most     aEen*on  is  split  between     common  bridge  between  devices     dis?nct  ac?vi?es  on     in  this  sequen?al  usage     each  device     7   Smartphones  are  the     backbone  of  our  daily  media     interac?ons.  They  have  the     highest  number  of  user     8   Mul?ple  screens  make  us  feel     more  efficient  because  we  can     act  spontaneously  and  get  a  sense  of     interac?ons  per  day  and  serve     accomplishment  –  this  results  in  a  feeling     as  the  most  common  star?ng     of  “found  *me”     point  for  ac?vi?es  across     mul?ple  screens     3  
  • 4. Research  objec*ves   Gain  a  deep  understanding  of  consumer  media  behavior  over     a  24-­‐hour  period,  specifically  with  regard  to:     How  is  media  used     How  do  ac*vi*es     in  daily  life?     on  one  screen  impact     another?     What  are  consumers’     How  is  mobile  used     mo?va?ons  in  engaging   in  conjunc?on  with     with  media?     other  screens?     How  are  consumers     What  is  the  role     using  mul?ple  screens  to     of  search  among     accomplish  their  tasks?     mul?ple  devices     4  
  • 5. What  did  we  do?   In  partnership  with  Sterling  Brands     and  Ipsos  this  research  was  conducted  in                                               two  phases:     Qualita*ve  phase:  mobile  text  diaries,  online  bulle?n     boards  and  in-­‐home  interviews  in  LA,  Boston  and  Aus?n   1,611       Par?cipants   Quan*ta*ve  phase:     Par?cipants  logged  each  of  their  tradi?onal                                     9,974     and  digital  media  interac?ons  in  a  mobile  diary                                     Entries   over  a  24  hour  period.  A  survey  probing  further                                    into  observed  behavior  was  deployed  the  day                                   15,738    following  diary  par?cipa?on   Media  Interac?ons   Par?cipants  were  given  an  online  survey  to                                     understand  a[tudes  and  behaviors  associated     7,955   Hours  of  ac?vity   with  various  digital  ac?vi?es,  specifically     when  using  mul?ple  screens     Research  conducted  in  Q2  2012     5   *Note:  Smartphone,  PC  and  TV  users  aged  18-­‐64  were  par?cipated.  While  par?cipants  were  not  screened  in  on  tablet  usage,  41%  reported  using  the  device  
  • 6. Agenda   Mul*-­‐screen  behavior  moves  mainstream   PuWng  our  devices  in  context     The  two  modes  of  mul*-­‐screening   •        Sequen?al  usage   •        Simultaneous  usage     The  changing  role  of  television  in  a  mul*-­‐screen  world     Found  *me     Mul*-­‐screen  and  shopping   Implica*ons  for  businesses     6  
  • 7. The  new   mul*-­‐screen  world   7  
  • 8. Majority  of  our  daily  media  interac*ons  are  screen  based     90%   Smartphone   Laptop/PC   Tablet   Television   of  all  media  interac?ons  are   screen  based   On  average  we  spend       10%   4.4  hours     Radio   Newspaper   Magazine   of  all  media   of  our  leisure  ?me  in     interac?ons  are   front  of  screens  each  day     non-­‐screen  based   Base:  All  Device  Interac?ons  –  PC/Laptop  (3817);  Smartphone  (6057);  Tablet  (542);  TV  (3592).  Q.  Which  of  the  following  did  you  use?  Q.  What  else  did  you  use  at  the  same   8   ?me?  Note:  Respondents  were  asked  to  consider  printed  hard  copies  of  Newspaper  and  Magazine.  
  • 9. Our  *me  online  is  spread  between     4  primary  media  devices     Avg.  *me  spent     per  interac*on     43   Minutes   39   Minutes   30   Television   Minutes   17   PC/Laptop   Minutes   Tablet   Smartphone   9   Base:  All  Interac?ons  (15738).    Q.  How  long  did  you  do  this  ac?vity?  
  • 10. PuWng  our     devices  in  context   10  
  • 11. Context  drives  device  choice     Today  consumers  own  mul?ple  devices  and  move  seamlessly     between  them  throughout  the  day     The  device  we  choose  to  use     at  a  par?cular  ?me  is  oJen     driven  by  our  context:     Our  loca*on     The  amount     of  *me  we     have  or  need     The  goal  we  want     Our  aWtude  and   to  accomplish     state  of  mind     11  
  • 12. Computers  keep  us  produc*ve  and  informed          Context:   •    Office  or  home  use   •    Produc/ve,  task-­‐oriented   24%   of  our  daily  media     31%   Out  of  home   •    Requires  lots  of  /me  &  focus   •    Serious,  research       interac?ons  occur     on  a  PC   69%   At  home          intensive  a>tude     PC  use  is  mo.vated  by:   Finding   Informa?on   40%   Keep  up   to  date   29%   Base:  All  Interac?ons  (15738).  Q.  Which  of  the  following  did  you  use?  Base:  Total  PC  Interac?ons  (3817).    Q.  Which  ac?vi?es  did  you  do  on  your  PC/laptop?    Q.  Did  you  do  this  to...?   12   Q.  Were  you…  Note:  Out-­‐of-­‐Home  represents  net  of  the  following:  on-­‐the  go,  in-­‐store,  at  work  and  somewhere  else        
  • 13. Smartphones  keep  us  connected        Context:   38%   of  our  daily  media  interac?ons   40%   Out  of  home   •    On-­‐the-­‐go  as            well  as  at  home   occur  on  a  smartphone     60%   At  home   •    Communicate     Smartphone  use  is  mo.vated  by:          and  connect   •    Short  bursts     Communica?on   54%          of  /me   Entertainment   33%   •    Need  info  quickly            and  immediately     Base:  All  Interac?ons  (15738).  Q.  Which  of  the  following  did  you  use?  Base:  Total  Smartphone  Interac?ons  (6057)  Q.  Which  ac?vi?es  did  you  do  on  your  smartphone?  Q.  Did   13   you  do  this  to...?  Q.  Were  you...  Note:  Out-­‐of-­‐Home  represents  net  of  the  following:  on-­‐the  go,  in-­‐store,  at  work  and  somewhere  else          
  • 14. Tablets  keep  us  entertained   Tablet  use  is  mo.vated  by:   Entertainment   63%   21%   Out  of     home   Communica?on   32%        Context:   •    Primarily  used            at  home   79%   At  home   9%   •    Entertainment             of  our  daily            and  browsing   media  interac?ons   •    Unbounded             occur  on  a  tablet          sense  of  /me   •    Relaxed  and                                              leisurely  approach     Base:  All  Interac?ons  Among  Tablet  Users  (6305).  Q.  Which  of  the  following  did  you  use?  Base:  Total  Tablet  Interac?ons  (542).  Q.  Which  ac?vi?es  did  you  do  on  your  tablet?  Q.   14   Did  you  do  this  to...?  Q.  Were  you...  Note:  Out-­‐of-­‐Home  represents  net  of  the  following:  on-­‐the  go,  in-­‐store,  at  work  and  somewhere  else      
  • 15. Consumer  viewpoints  on  device  differences     “My  phone...    I  consider  it  my  personal  device,  my  go-­‐to     device.  It’s  close  to  me,  if  I  need  that  quick,  precise  feedback.       When  I  need  to  be  more  in  depth,  that’s  when  I  start  using     my  tablet.    The  other  part  of  it  is  where  I  disconnect  from     my  work  life  and  kind  of  go  into  where  I  want  to  be  at  the   moment......    I’m  totally  removed  from  today’s  reality.  I  can’t     get  a  phone  call,  I  don’t  check  my  email  it’s  my  dream  world.       And  then  moving  to  the  laptop,  well,  for  me  that’s  business.     That’s  work.  I  feel  like  I’ve  got  to  be     crunching  numbers  or  doing  something.”     -­‐  Bradley     15  
  • 16. Two  main  modes     of  mul*-­‐screening     16  
  • 17. There  are  two  modes  of  mul*-­‐screening     Sequen*al  Usage   Moving  from  one  device  to   another  at  different  ?mes  to   accomplish  a  task     Simultaneous  Usage   Using  more  than  one  device  at  the  same  ?me     for  either  a  related  or  an  unrelated  ac?vity     Mul?-­‐tasking  -­‐  Unrelated  ac?vity     Complementary  Usage  -­‐  Related  ac?vity     17  
  • 18. Sequen*al  screening  is  common  &     mostly  completed  within  a  day     90%   Use  mul?ple  screens   sequen*ally  to     accomplish  a  task     over  ?me     98%  move  between  devices  that  same  day   Base:  Total  Respondents  (1611).  Q.  How  oJen  do  you  start  an  ac?vity  (i.e.  emailing,  researching,  or  shopping)  on  one  device,  but  con?nue  it  or  finish  doing  it  at  a  later  ?me  on  a   18   different  device?  Base:  Have  Started  Ac?vity  on  One  Device  &  Con?nued  on  Another  (1455).  Q.  On  average,  how  much  ?me  passes  between  the  ?me  you  begin  an  ac?vity  on  one   device  and  con?nue  the  ac?vity  on  another  device?  
  • 19. Top  ac*vi*es  performed  when     sequen*ally  screening  between  devices   81%   72%   67%   63%   46%   43%   43%   Browsing   Social   Shopping   Searching   Managing   Planning     Watching  an   the  internet   Networking   Online   for  info   Finances   a  Trip   Online  Video   Base:  Have  Started  Ac?vity  on  One  Device  &  Con?nued  on  Another  (1455).  Q.  For  the  ac?vi?es  listed  below,  think  about  the  last  ?me  you  started  each  ac?vity  on  one  device   19   and  then  con?nued  or  finished  the  same  ac?vity  on  another  device.  Please  select  which  device  you  started  and  then  con?nued  on.  If  you  have  not  done  this,  select  “I  have  not   done  this”.    
  • 20. Smartphones  are  the  most  common     star*ng  place  for  online  ac*vi*es     Started  on  a   smartphone   65%   63%   65%   47%   59%   66%   56%     Searching   Browsing   Shopping   Planning     Managing   Social   Watching  an   for  info   The  internet   Online   a  Trip   Finances   Networking   Online  Video   Con?nued     on  a  PC     60%   58%   61%   45%   56%   58%   48%   Con?nued     on  a  Tablet   4%   5%   4%   3%   3%   8%   8%   Base:  Have  Started  Ac?vity  on  One  Device  &  Con?nued  on  Another  (1455);  Searching  (923),  Browsing  (1172),  Shopping  (969),  Planning  a  Trip  (627),  Finances  (675),  Social   20   (1041),  Watching  a  Video  (623).  Q.  For  the  ac?vi?es  listed  below,  think  about  the  last  ?me  you  started  each  ac?vity  on  one  device  and  then  con?nued  or  finished  the  same   ac?vity  on  another  device.    Please  select  which  device  you  started  and  then  con?nued  on.    If  you  have  not  done  this,  select  “I  have  not  done  this”.      
  • 21. PCs  are  most  ocen  a  star*ng  point  for     more  complex  ac*vi*es     Started  on  a   PC/Laptop   29%   30%   25%   38%   34%   30%   34%     Searching   Browsing   Shopping   Planning     Managing   Social   Watching  an   for  info   The  internet   Online   a  Trip   Finances   Networking   Online  Video   Con?nued  on     a  smartphone   23%   24%   19%   31%   29%   27%   24%   Con?nued     on  a  tablet   6%   6%   5%   7%   6%   4%   10%   Base:  Have  Started  Ac?vity  on  One  Device  &  Con?nued  on  Another  (1455);  Searching  (923),  Browsing  (1172),  Shopping  (969),  Planning  a  Trip  (627),  Finances  (675),  Social   21   (1041),  Watching  a  Video  (623).  Q.  For  the  ac?vi?es  listed  below,  think  about  the  last  ?me  you  started  each  ac?vity  on  one  device  and  then  con?nued  or  finished  the  same   ac?vity  on  another  device.    Please  select  which  device  you  started  and  then  con?nued  on.    If  you  have  not  done  this,  select  “I  have  not  done  this”.      
  • 22. Tablets  are  most  ocen  a  star*ng  point     for  shopping  and  trip  planning     Started  on     A  tablet   7%   7%   11%   15%   7%   4%   11%     Searching   Browsing   Shopping   Planning     Managing   Social   Watching  an   for  info   The  internet   Online   a  Trip   Finances   Networking   Online  Video   Con?nued  on     a  smartphone   1%   1%   0%   1%   1%   2%   2%   Con?nued     on  a  PC   6%   6%   10%   14%   6%   3%   9%   Base:  Have  Started  Ac?vity  on  One  Device  &  Con?nued  on  Another  (1455);  Searching  (923),  Browsing  (1172),  Shopping  (969),  Planning  a  Trip  (627),  Finances  (675),  Social   22   (1041),  Watching  a  Video  (623).  Q.  For  the  ac?vi?es  listed  below,  think  about  the  last  ?me  you  started  each  ac?vity  on  one  device  and  then  con?nued  or  finished  the  same   ac?vity  on  another  device.    Please  select  which  device  you  started  and  then  con?nued  on.    If  you  have  not  done  this,  select  “I  have  not  done  this”.      
  • 23. Consumers  rely  on  search  to  move     between  devices     Searching   Browsing   Shopping   Watching  an   for  info   The  internet   Online   Online  Video   Search  again  on  the     second  device     63%   61%   51%   43%   Directly  naviga*ng  to   the  des*na*on  site     52%   58%   48%   43%   Via  email  /  sending     a  link  to  myself     49%   45%   31%   30%   Base:  Have  Started  Ac?vity  on  One  Device  &  Con?nued  on  Another:  Searching  (923);  Browsing  (1172);  Shopping  (969),  Watching  a  Video  (623).  Q.  You  men?oned  that  you   23   have  started  each  ac?vity  below  on  one  device  and  then  con?nued  it  on  another  device.  For  each  ac?vity  (column),  please  indicate  the  way(s)  in  which  you  did  this.  
  • 24. We  also  mul*-­‐screen  by  using  more  than     one  device  simultaneously     We  use  an  average  of  three  different  screen  combina?ons  every  day     81%   66%   66%   Smartphone  &  Television     Smartphone  &  Laptop/PC     Laptop/PC  &  Television     Base:  Total  Respondents  (1611)  Q.  Now,  we  would  like  to  learn  about  how  you  use  various  devices  at  the  same  ?me.  Please  think  about  the  specific  devices  listed  below  when   24   answering.  How  oJen  do  you  use  more  than  one  device  at  the  same  ?me  (i.e.,  watching  TV  while  using  your  PC  or  laptop)?      
  • 25. Smartphones  are  the  most  frequent     companion  devices  during  simultaneous  usage     57%   77%   of  the  ?me  when  we’re   of  the  ?me  when  we’re   using  a  smartphone,  we’re   using  a  TV,  we’re  using   using  another  device   another  device       28%   29%   49%   34%   with  a  PC/Laptop   with  television   with  a  smartphone   with  PC/Laptop   75%   67%   of  the  ?me  when  we’re   of  the  ?me  when  we’re   using  a  tablet,  we’re  using   using  a  PC,  we’re  using   another  device   another  device       35%   44%   45%   32%   with  a  smartphone   with  television   with  a  smartphone   with  television   Base:  All  Device  Interac?ons  –  Smartphone  (6057);  TV  (3592);  Tablet  (542);  PC/Laptop  (3817).  Q.  Which  of  the  following  did  you  use?  Q.  What  else  did  you  use  at   25   the  same  ?me?    
  • 26. Top  ac*vi*es  performed  during     simultaneous  screen  usage   60%   44%     42%   Emailing   Internet  Browsing   Social  Networking   25%   Playing  a  Game   23%   Searching   15%   Work  Documents   9%   Watching  Video   26   Base:  Mul?-­‐Screen  Occasions  (4486)      Q.  Which  ac?vi?es  did  you  do  on  your  [DEVICE]?    
  • 27. Most  consumers  are  mul*-­‐tasking  and     juggling  different  ac*vi*es  at  the  same  *me     78%   of  simultaneous     usage  is  mul?-­‐tasking     mul?-­‐tasking  device  combina?ons     Key   PC  +  Smartphone   92%   TV  +  PC   92%   TV  +  Smartphone   90%   TV  +  Tablet   89%   “I  do  find  myself  being  distracted  from  what  I’m  watching  a  lot  more,  now  that  I  have  these  devices.  I’ll  find  myself,     just  out  of  habit,  picking  up  the  touchpad  or  the  phone  and  deciding  to  search  on  the  internet  for  a  liLle  bit.       I’ve  never  understood  why  I  do  it,  but  I  just  do  it  in  the  middle  of  a  TV  show,  and  start  searching...  It’s  frustra?ng  that     I  do  it  though,  because  you  feel  like  you  don’t  stay  as  engaged  with  the  show  that  you’re  watching.”  -­‐  Bradley     Base:  Ever  Use  Devices  at  Same  Time  (floa?ng  bases)  Q.  Thinking  about  how  you  use  each  of  these  device  combina?ons,  please  indicate  how  you  use  each  combina?on     most  oJen.  Do  you  mostly  use  the  devices  to  mul?-­‐task  (each  device  is  used  for  a  separate  ac?vity),  to  complement  each  other  (to  do  the  same  or  related  ac?vity),     27   or  to  do  both  equally?  Base:  Total  Answering  Follow-­‐Up  Occasion  –  PC/Laptop:  (446);  Smartphone  (575).  Q.  Was  the  ac?vity  you  were  doing  on  your  [SECONDARY  DEVICE]  related  to  your  use  of  a   [PRIMARY  DEVICE]?  
  • 28. Consumers  are  also  conduc*ng     complementary  ac*vi*es  across  screens     22%   of  simultaneous  usage     is  complementary   Key  complementary  device  combina?ons     TV  +  Tablet   40%   PC  +  Smartphone   36%   TV  +  Smartphone   35%   TV  +  PC   32%   “It  depends  on  the  program  like  with  certain  programs  like  “The  Wire”  I  was  really  into  what  other  people  were     saying  about  it.    So  I  would  go  on  to  the  blogs  and  you  know,  what  did  you  guys  think  about  this  and  stuff  like  that.     Or  if  there’s  an  actress  that  I  recognize,  but  I  can’t  remember  where  I  recognize  her  from,  I’ll  just  do  a  quick  search     on  IMDB,  or  something  like  that.”  -­‐  Andrew     Base:  Ever  Use  Devices  at  Same  Time  (Floa?ng).  Q.  Thinking  about  how  you  use  each  of  these  device  combina?ons,  please  indicate  how  you  use  each  combina?on  most  oJen.  Do  you  mostly  use   28   the  devices  to  mul?-­‐task  (each  device  is  used  for  a  separate  ac?vity),  to  complement  each  other  (to  do  the  same  or  related  ac?vity),  or  to  do  both  equally?  Base:  Total  Answering  Follow-­‐Up   Occasion  –  PC/Laptop:  (446);  Smartphone  (575).  Q.  Was  the  ac?vity  you  were  doing  on  your  [SECONDARY  DEVICE]  related  to  your  use  of  a  [PRIMARY  DEVICE]?  
  • 29. The  changing  role     of  television  in  a     mul*-­‐screen  world     29  
  • 30. TV  no  longer  commands  our  full  aEen*on     77%   of  TV  viewers     use  another     device  at  the     same  ?me  in  a   typical  day   “I’m  some?mes  shopping,  some?mes  looking  for  recipes,  some?mes  typing  them  up,     you  know.  Sending  emails,  reading,  I  could  do  anything  on  there.    It’s  not  oJen  that     I  just  sit  and  watch  TV  and  do  just  that.”  -­‐  Lori     30   Base:  Total  Respondents  (1611).  Q.  Which  of  the  following  did  you  use?  Q.  What  else  did  you  use  at  the  same  ?me?  
  • 31. TV  is  a  major  catalyst  for  search     Percent  of  search  occasions  that  were  prompted  by  television   TV  (Net)     22%   Seeing  a   Smartphone    TV  commercial   17%   Seeing  a     TV  program   7%   TV  (Net)   10%   Seeing  a   PC/Laptop    TV  commercial   6%   Seeing  a     TV  program   6%   Note:  Tablet  data  was  not  included  in  this  ques?on  due  to  small  sample  size.    Base:  Total  Answering,  Follow-­‐Up  Occasion  (Search)  –  PC/Laptop  (492);  Smartphone  (216);  Tablet   31   data  not  shown  due  to  small  sample  size.    Q.  You  men?oned  that  you  [ACTIVITY]  at  [TIME]  because  you  wanted  to  [REASONS].  Did  you  do  this  in  response  to  any  of  the  following?      
  • 32. Consumers  search  for  things  they  see  on  TV     “I’ll  be  watching  a  movie  or  TV  show  and  I’ll  look  up  the  actor  or  actress  on  IMDB  or  I’ll   Google  image  them,  or  I’ll  see  when  it  was  made  or  how  it  was  filmed.  I’m  always  doing  that.   And  I  use  my  phone  a  lot  for  stuff  like  that.”  -­‐  Kelly     32  
  • 33. Discovering     “found”  *me     33  
  • 34. Many  *mes  we  turn  to  the  screen  that’s  closest     While  we  all  have  screen  preferences  for  certain  ac?vi?es,     we  are  also  creatures  of  convenience   34%   of  us  use  the  device  that’s     closest  to  us  when  looking     for  informa?on   “If  I’m  watching  TV  I  won’t  go  upstairs  to  grab  my  laptop  to  follow  up  on  a  product     I  see,  I’d  just  pull  out  my  phone.”  -­‐  Sophie     34   Base:  Total  Respondents  (1611).    Q.  Think  about  ?mes  when  you  are  looking  for  informa?on  using  a  search  engine.    Which  of  these  devices  would  you  reach  for  first?  
  • 35. We  accomplish  goals  through  spontaneous  device  usage   Spontaneous  vs.  Planned  Search     Smartphone   PC/Laptop   20%   Planned   48%   Planned   80%   Spontaneous   52%   Spontaneous   44%   43%   of  all  spontaneous  searches     of  all  spontaneous  searches  on   on  smartphone  were  to   PCs  were  to  accomplish  a  goal   accomplish  a  goal   Base:  Total  Answering,  Follow-­‐Up  Occasion  (Search)  –  PC/Laptop  (492);  Smartphone  (216);  Tablet  not  shown  due  to  small  base  size.  Q.  Would  you  consider  your  use  of     35   a  [DEVICE]  to  be  planned  or  spur  of  the  moment  (spontaneous)?  Base:  Spur-­‐of-­‐the-­‐Moment  Search  Occasions:  Smartphone  (172)  and  PC/Laptop  (254)  
  • 36. All  the  answers  to  all  my  ques*ons   “Now  that  I  know  I  have  some  device  that  has  all  the  answers  to  all  my  ques?ons,  it’s  just  so  easy.  Like  I  could  be  at   the  train  sta?on,  as  an  example;  I  see  an  ad  for  something.  Oh,  that  sounds  cool,  let  me  check  that  out,  and  I’ll  go   on  to  Wikipedia  on  my  phone.  I’ll  do  some  research  about  it.  Oh  there’s  a  new  show.    I  saw  an  ad  for  Mad  Men  a   few  months  ago  and  I  just  wanted  to  know  what  date  it  was  star?ng.  So,  I  went  on  to  my  phone,  went  to  Google,   typed  in  Mad  Men  start  date  and  within  three  seconds  I  found  out  the  start  date.  I  came  home  and  set  my  DVR  to   record  Mad  Men,  and  stuff  like  that.”  -­‐  Andrew     36  
  • 37. “Found  *me”  arises  from  this     spontaneous  usage     This  combina?on  of  d   evice  accessibility  and  spur-­‐of-­‐the-­‐moment   usage  to  get  something  done  leads  to  a  sense  of  “found  *me”   Consumers  use  these  “micro-­‐moments”  across  mul?ple  screens  to   search,  shop,  communicate  and  keep  entertained.     This  offers  adver?sers  more  touchpoint  opportuni?es  to  engage   consumers  throughout  the  day.     “I’m  online  more  than  before,  for  sure.  I  check  a  lot  more  stuff  every  day  than  I  normally  would     have  never  done,  because  it’s  so  easy  to  check.  I  can  go  to  10  apps,  when  I  have  15  free  minutes,     I  can  check  my  bank  account  or  I  can  check  the  news  or  I  can  check  some  music  websites  that  are     very  cool.”  -­‐  Leum     “I  scan  for  deals  on  Groupon  or  TwiLer  when  I’m  wai?ng  in  line.  It’s  life  ?me  management.  Whether   it’s  something  urgent  for  business  or  something  fun  –  I  get  to  choose  what  to  look  at.”  -­‐  Maria     37  
  • 38. The  mul*-­‐screen     shopper     38  
  • 39. Smartphones  allow  us  to  shop     at  home  or  on-­‐the-­‐go     Of  all  the  shopping     events  we  observed       59%   In-­‐home   84%   In-­‐home   41%   Out  of  home   16%  Out  of  home   Smartphone   PC/Laptop   Base:  Total  Primary/Secondary  Device  Shop/Buy  Occasions  -­‐  PC/Laptop  (323);  Smartphone  (152).  Q.  Were  you...      Note:  Out-­‐of-­‐Home  represents  net  of  the  following:  on-­‐the  go,   39   in-­‐store,  at  work  and  somewhere  else.    
  • 40. Spontaneity  plays  a  major  role  in  shopping   Spur-­‐of-­‐the-­‐moment  vs.  Planned  shopping   pto p   81%   PC/La 58f  the   %   ne   Spur  o Smartpho Spur  of  the   moment   moment   19 %   Planned   42%   Planned   Base:  Total  Answering  Follow-­‐Up  Ac?vity  and  Were  Looking  for  Shopping-­‐Related  Info–  PC/Laptop  (297);  Smartphone  (131).  Q.  Would  you  consider  your  use  of  a  [DEVICE]  to  be   40   planned  or  spur  of  the  moment  (spontaneous)?    *Note:  Data  represents  aggregate  of  the  following  ac?vi?es  probed  on  in  follow-­‐up  survey:  Browsing  and  Search.  
  • 41. Search  drives  access  to  shopping     content  more  on  mobile     How  shopping  related     content  is  accessed   Typed  website  directly  into  browser     36%   50%   Already  had  it  bookmarked     27%   36%   Through  email   28%   29%   Through  a  search  engine   30%   24%   Via  social  networking  site     25%   16%   Base:  Total  Answering  Follow-­‐Up  Ac?vity  and  Were  Looking  for  Shopping-­‐Related  Info–  PC/Laptop  (297);  Smartphone  (131).  Q.  How  did  you  get  to  the  website(s)    you  visited?     41   *Note:  Data  represents  aggregate  of  the  following  ac?vi?es  probed  on  in  follow-­‐up  survey:  Browsing  and  Search.  
  • 42. We  ocen  move  from  one  screen     to  another  while  shopping   67%   of  us  start  shopping   on  one  device  and   con?nue  on  another     “No,  I’ll  usually  check  to  see  on  my  phone  if  they  have  it  online.  I’ll  usually  order  it  when  I  get  home.     a)  because  I  just  feel  more  comfortable,  and  b)  if  I’m  going  to  order  it  online  some?mes  I’ll  look  to  see   if  there’s  anything  else  online  that  wasn’t  in  the  store  that  I  want  to  add  into  the  purchase.”  -­‐  Jennifer     Base:  Have  Started  Ac?vity  on  One  Device  &  Con?nued  on  Another  (1455).  Q.  For  the  ac?vi?es  listed  below,  think  about  the  last  ?me  you  started  each  ac?vity  on  one  device     42   and  then  con?nued  or  finished  the  same  ac?vity  on  another  device.  Please  select  which  device  you  started  and  then  con?nued  on.  If  you  have  not  done  this,  select  “I  have  not     done  this”.  
  • 43. Consumers  take  a  mul*-­‐device  path  to  purchase     61%   4%   65 Start  on  a     %   Smartphone   Con?nue  on     a  PC/Laptop     Con?nue  on     a  Tablet   19%   Con?nue  on     a  Smartphone   5%   25 Start  on  a     %   PC/Laptop   Con?nue  on     a  Tablet   10%   11 Start  on  a     %   Tablet   Con?nue  on     a  PC/Laptop     Base:  Have  Started  Shopping  On  One  Device  &  Con?nued  on  Another  (969).  Q.  For  the  ac?vi?es  listed  below,  think  about  the  last  ?me  you  started  each  ac?vity  on  one  device  and  then   43   con?nued  or  finished  the  same  ac?vity  on  another  device.  Please  select  which  device  you  started  and  then  con?nued  on.    If  you  have  not  done  this,  select  “I  have  not  done  this”.    
  • 44. Mul*-­‐screen  lessons  to  apply     1   The  vast  majority  of  media  interac?ons  are   screen-­‐based,  and  so  marke?ng  strategies   should  no  longer  be  viewed  as  “digital”  or   2   Consumers  turn  to  their  devices  in  various   contexts.  Marke?ng  and  websites  should   reflect  the  needs  of  a  consumer  on  a   “tradi?onal”.  Businesses  should  understand   specific  screen,  and  conversion  goals  should   all  of  the  ways  that  people  consume  media,   be  adjusted  to  account  for  the  inherent   par?cularly  digital,  and  tailor  strategies  to   differences  in  each  device   each  channel     3   The  prevalence  of  sequen*al  usage  makes   it  impera?ve  that  businesses  enable   customers  to  save  their  progress  between   4   Consumers  rely  on  search  to  connect  their   experiences  across  screens.  Not  only  should   brands  give  consumers  the  opportunity  to   devices.  Saved  shopping  carts,  “signed-­‐in”   find  them  with  mul?-­‐device  search   experiences  or  the  ability  to  email  progress   campaigns,  strategies  such  as  keyword  parity   to  oneself  helps  keep  consumers  engaged,   across  devices  can  ensure  consumers  can  find   regardless  of  device  used  to  get  to  you   the  brand  when  resuming  their  search   44  
  • 45. Mul*-­‐screen  lessons  to  apply     5   During  simultaneous  usage,  content  viewed   on  one  device  can  trigger  specific  behavior   on  the  other.  Businesses  should  therefore   6   Most  of  the  ?me  when  TV  is  watched,   another  screen  is  being  used.  These   instances  present  the  opportune  ?me  to   not  limit  their  conversion  goals  and  calls  to   convey  your  message  and  inspire  ac?on.  A   ac?on  to  only  the  device  where  they  were   business’s  TV  strategy  should  be  closely   ini?ally  displayed   aligned  and  integrated  with  the  marke?ng     strategies  for  digital  devices     7   Consumers  shop  differently  across  devices,   so  businesses  should  tailor  the  experience   to  each  channel.  It’s  also  important  to   8   Smartphones  are  the  backbone  of  our  daily   media  use.  They  are  the  devices  used  most   throughout  the  day  and  serve  as  the  most   op?mize  the  shopping  experience  across  all   common  star?ng  point  for  ac?vi?es  across   devices.  For  example,  consumers  need  to   mul?ple  screens.  Going  mobile  has  become     find  what  they  are  looking  for  quickly  and   a  business  impera?ve   need  a  streamlined  path  to  conversion  on   smartphones       45  
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