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1Yahoo 2015 Confidential & Proprietary. 1Yahoo 2015 Confidential & Proprietary.
H O W T O D O M I N AT E T H E S M A R T P H O N E D O M I N A N T W O R L D
A day in the life
of a media consumer
2Yahoo 2015 Confidential & Proprietary. 2Yahoo 2015 Confidential & Proprietary.
State of Mobile
Emotional Response By Device
Multitasking Device of Choice
Agenda
Smartphone Trends
2
3Yahoo 2015 Confidential & Proprietary.
The state of mobile
3
4Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 4
4:31 4:11 3:58
2:16
2:12 2:10
2:15 2:54 3:18
2013 2015 2017
Content consumption is evolving. Digital dominates time
spent, but smartphones alone will begin to threaten TV’s
previous dominance
A V G . T I M E S P E N T P E R D A Y I N ( H O U R S : M I N S )
Source: eMarketer, October 2015
Smartphone
PC
TV
Decline: -12%▼
Decline: -4%▼
Growth: +47%▲
5Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 5
The growth of mobile is
ubiquitous & undeniable
I N 2 0 1 5 …
N E A R LY 3 I N 5
accessed the internet
on a mobile phone in the
US, representing 75% of
mobile phone users
1 9 0 . 5 M
represented the US
smartphone user base,
signifying growth of 11.4%
5 3 %
of the world’s mobile phone users were
mobile internet users, marking the first
year in which that metric surpassed the
50% mark
6Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 6
Traditional TV watching still peaks during prime time
W E E K D A Y V S . W E E K E N D | T V R A T I N G S B Y H O U R
6AM - 9AM 9AM – 12PM 12PM – 3PM 3PM – 6PM 6PM – 9PM 9PM – 12AM 12AM – 3AM 3AM – 6AM
%OFTVVIEWERSHIP
Prime time
peak
8-9PM
Source: TV viewing levels for YTD, P13+, Nielsen, September 2015
Yahoo 2015 Confidential & Proprietary.
WEEKDAY
WEEKEND
7Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 7
…however prime time is not just for traditional TV
watching anymore
W E E K D A Y V S . W E E K E N D | T I M E O F D A Y A P P U S A G E
Source: Flurry by Yahoo Analytics, mapped devices only, May 2015
%OFTOTALAPPSESSIONS
WEEKDAY
WEEKEND
On weekends, midday app
usage rivals that of prime time
7AM - 10AM 11AM – 2PM 3PM – 6PM 7PM – 10PM 11PM – 6AM
8Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 8
Application usage
dominates all phone
activities regardless
of the time of day
A mobile device is dominated by
application usage. Phone use is
more likely to occur during the
day as the smartphone converts
to personal use during the
evening.
Source: Nielsen Biometric Day in the Life
Apps Browser Call use
7AM - 11AM 11AM – 3PM 3PM – 7PM 7PM – 11PM
9Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 9
However, there is still an uneven ad spending split
between TV and digital
Source: eMarketer
T I M E A D S P E N D
36%
41%
47%
34%
Digital
TV
Digital
TV
10Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 10
F L U R R Y A N A LY T I C S
Aggregated US Flurry Data from May 2015
-  720K apps
-  2BN+ devices globally
-  10BN+ sessions/day (1.42 sessions/person)
R E A L I T Y M I N E D ATA
The data includes passive metering results from
500 panelists in August 2015 and 2,000 panelists
from our eDiary from October 2014 through
February 2015
O B J E C T I V E :
In today’s crowded media landscape, we
look to discover how audiences naturally
interact with different media and the
advertising therein.
However, in order to get a clear picture of
engagement, we will leverage behavioral
and biometric analysis to inform our
conclusions.
Objective
& Methodology
10
11Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 1111
N = 150 Participants
All Using Wearables:
Point-of-View Glasses and Basis Wristwatches
Over 1700 Hours of
Measured Biometric Data
50/50 Male/
Female
50/50 Millennials/Gen X
(18-34) / (35-54)
All Using Reality Mine
Smartphone Tracking
Software
Methodology |
Nielsen Consumer Neuroscience
12Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 12
A T T E N T I O N
-  If more than one device is being used at once, the device
that is being looked at for more time during cross-device
use is considered to be the primary device.
-  Emotional Response is Tied to In-Market Success. When
information elicits an emotional response from consumers, it
indicates that information is relevant and prioritizes it for
other cognitive processing. Cognitive processes influenced
by an emotional response include orientation of attention
and memory formation.
-  Response is shown as an indexed score. A score of 50
represents an average emotional response.
E M O T I O N A L R E S P O N S E
Important Metrics
12
13Yahoo 2015 Confidential & Proprietary.
Emotional response
by device
13
14Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 14
Throughout the day, Millennials are more responsive to
different devices than Gen X’ers
T O T A L D A Y | E M O T I O N A L R E S P O N S E T O D I F F E R E N T D E V I C E S
Source: Nielsen Biometric Day in the Life
55
39
52
42
Millennials Gen X'ers
Smartphone
TV
15Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 15
Throughout the day, Millennials are more responsive to
different devices than Gen X’ers
Source: Nielsen Biometric Day in the Life
69*
60*
55
39
42
55 53
37
7AM - 10AM 11AM - 2PM 3PM - 6PM 7PM - 10PM
NORMALIZEDEMOTIONALRESPONSE
100
50
0
Smartphone
TV
T O T A L D A Y | E M O T I O N A L R E S P O N S E T O D I F F E R E N T D E V I C E S
16Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 16
Ads achieve more emotional response on smartphones
than on TV
Source: Nielsen Biometric Day in the Life
Smartphone AdsTV Ads
53
EMOTIONAL
RESPONSE
43
EMOTIONAL
RESPONSE
17Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 17
Gen X’ers are more proficient at ad avoidance, but
Millennials are more responsive to ads especially on
smartphones
S H A R E O F T O T A L A D E X P O S U R E
Source: Nielsen Biometric Day in the Life
67%
33%
Gen X’ersMillennials
46
55
40
49
0
10
20
30
40
50
60
TV Ads Smartphone Ads
E M O T I O N A L R E S P O N S E T O A D S
- - - Average emotional response for the day (50)
18Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 18
55
51
46
55
TV Smartphone
Differences in emotional engagement between content
and ad by device
Gen X’ers are more responsive to advertising on different devices than they are to the content
itself. This may be due to lower ad loads on digital devices and more personalized experiences
Source: Nielsen Biometric Day in the Life
M I L L E N N I A L S G E N X ’ E R S
39
4140
49
TV Smartphone
AdsContent AdsContent
19Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 19
K E Y T A K E A W A Y
TV still leads other media in terms of overall consumption
and engagement, but when you look deeper you find that
it’s the content that generates the strongest emotional
response. The clear winner for advertising engagement
is the smartphone across the board – this is likely due to:
People watch TV for the content, not the ads
1.  TV ad load is so high during prime time
2.  TV ad avoidance is prevalent
3.  Smartphones feature advertising that can be less
prevalent and more relevant
4.  People who are multitasking turn to other devices
during their heightened emotional state
19
20Yahoo 2015 Confidential & Proprietary.
Multitasking
device of choice
20
21Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 21
How many people are multi-screeners?
21
78%
Source: IAB, Apr ‘15
79%
Source:
Market Track, Sep’15
94%
Source:
TiVo, Nov ‘14
22Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 22
TV + Laptop is the most common multitasking method
Source: Nielsen Biometric Day in the Life
58%24%
16%
2%
FULL
SAMPLE 55%
24%
19%
3%
MILLENNIALS
65%
24%
10% 1%
GEN X’ERS
TV + Laptop TV + Phone Phone + Laptop All 3
Millennials and Gen X’ers are equally likely to multitask with their
TV and smartphone, and Millennials multitask with their laptop +
smartphone almost twice as frequently as Gen X’ers.
23Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 23
Although most cross-device use occurs in the evening – this is
an exaggerated trend for Gen X’ers
Source: Nielsen Biometric Day in the Life
18%
9%
13%
60%
FULL
SAMPLE
24%
8%
17%
50% MILLENNIALS
2%
11%
3%
84%
GEN X’ERS
7am – 10am 11am - 2pm 3pm – 6pm 7pm – 11pm
24Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 24
Unsurprisingly, with the prevalence of multitasking during
prime time, device switching is more frequent for both
groups from 7-10PM
G E N X ’ E R S
9.2 switches
per hour
M I L L E N N I A L S
8.7 switches
per hour
Source: Nielsen Biometric Day in the Life
25Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 25
Millennials are considerably more proficient than Gen
X’ers at multi-tasking during prime time
Gen X’ers respond the least emotionally to multitasking during prime time, potentially making this
a difficult audience to reach and engage emotionally for advertisers.
E M O T I O N A L R E S P O N S E T O M U L T I T A S K I N G - D U R I N G P R I M E T I M E
64
53
32
40
32 32
29
N/A
Gen X’ers
Millennials
Source: Nielsen Biometric Day in the Life
Yahoo 2015 Confidential & Proprietary.
TV + Laptop TV + Phone Laptop + Phone All 3
26Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 26
+13%
+6%
Multitasking during prime
time actually makes
individuals more receptive
to advertising
Source: Nielsen Biometric Day in the Life
E M O T I O N A L R E S P O N S E
T O A D V E R T I S I N G P R I M E T I M E
Primetime is the only time of day where
multitasking increases emotional response
to ads. Millennials really display their
proficiency at multi-tasking here.
Gen X’ers are mainly unitasking with TV
where they are mainly engaged in the
content and not the advertising.
42
32
48
34
Millennials Gen X'ers
UNITASKING
MULTITASKING
UNITASKING
MULTITASKING
27Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 27
Although TV is the device
used the most,
smartphones actually
receive the highest amount
of “primary attention”
Source: Nielsen Biometric Day in the Life
P E R C E N T O F T I M E U S I N G D E V I C E
A S T H E P R I M A R Y D E V I C E - D U R I N G
P R I M E T I M E
94% of the time that a Smartphone is being
touched during these hours, it is being used
as the primary device.
SMARTPHONE
94%
TV
83%
LAPTOP
80%
TV
83%
LAPTOP
80%
28Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 28
Digital is winning the battle for consumer attention when
it comes to advertising
% of time consumer attention diverted to another device when ad appeared
57% 15% 25%
29Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 29
Multitasking is a younger person’s game, but in order to
breakthrough smartphones hold the key
In the battle for eyeballs during prime time where an average
CPM for TV is $27 and the average daily CPM for mobile is
$3*, smartphones win in:
-  Attention – Smartphones are the primary device of
attention for consumers of all ages.
-  Engagement – Over half of the time a TV ad is on
screen the consumer’s attention is diverted to another
secondary screen (laptop or smartphone).
K E Y T A K E A W A Y
29
30Yahoo 2015 Confidential & Proprietary.
Smartphone trends
30
31Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 31
For Millennials, during prime
time an increase in app use
is related to an increase in
emotional response
Source: Nielsen Biometric Day in the Life
A P P U S A G E
Although using apps is still slightly more
engaging than not for Gen X’ers, the
increase in emotional response to apps is
greatly increased for Millennials.
53
47
62
50
Millennials Gen X'ers
NOT
USING
NOT
USING
+17%
32Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 32
What drives usage varies by demographic
% growth in category usage
Games
Health & Fitness
Lifestyle & Shopping
Messaging & Social
Music, Media & Ent
News & Magazines
Sports
Utilities & Productivity
12%
5%
18%
23%
26%
2%
6%
8%
13%
19%
26%
34%
30%
10%
17%
11%
8%
37%
16%
9%
11%
14%
14%
8%
36%
29%
36%
33%
27%
52%
52%
69%
31%
9%
5%
1%
7%
22%
10%
4%
23%
26%
19%
26%
34%
30%
37%
16%
36%
52%
52%
69%
13-17 18-24 25-34 35-54 55+
Source: Flurry by Yahoo Analytics, mapped devices only, May 2015
33Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 33
30%
53%
29%
158%
144%
130%
Sports News & magazines Music, media &
entertainment
However, what will move media experiences even further
is phablet ownership
% growth in sessions year over year
Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2014-2015
Phablets
All device types
+427%
+172%
+255%
34Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 34
This skew is also felt emotionally depending on the types of
apps being used
Understanding the emotional response to app use is critical. When individuals are in a heightened
emotional state, they are more receptive to “outside” information (such as ads).
51 52 52 53
47
5453
51
55
48 49
46
SMS IM Social Media Gaming Email Media & Video
Source: Nielsen Biometric Day in the Life
Gen X’ers
Millennials
35Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 35
In fact, how Millennials consume apps throughout the
day has important nuances
U S E R S 1 8 - 3 4 T I M E O F D A Y U S A G E P E R C A T E G O R Y | I N D E X E D V S . G E N E R A L P O P U L A T I O N
Source: Flurry by Yahoo Analytics, mapped devices only, May 2015
NIGHTDAY
Health & Fitness, 152
News & Magazines, 133
Lifestyle & Shopping, 111
Games, 106
7AM - 10AM
Lifestyle & Shopping, 113
News & Magazines, 113
11AM – 2PM
Lifestyle & Shopping, 108
3PM – 6PM
Sports, 107
7PM – 10PM
Music, Media, & Entertainment, 111
Messaging & Social, 110
Utilities & Productivity, 108
11PM – 6AM
36Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 36
For Gen X’ers, they tend to be busier to start the morning
which makes sense as they are likely to be commuting to work
U S E R S 3 5 - 5 4 T I M E O F D A Y U S A G E P E R C A T E G O R Y | I N D E X E D V S . G E N E R A L P O P U L A T I O N
Source: Flurry by Yahoo Analytics, mapped devices only, May 2015
NIGHTDAY
News & Magazines, 149
Health & Fitness, 145
Lifestyle & Shopping, 119
Music, Media, & Ent, 116
Games, 114
Messaging & Social, 106
7AM - 10AM
News & Magazine, 111
Lifestyle & Shopping, 108
11AM – 2PM
Lifestyle & Shopping, 109
3PM – 6PM
Sports, 106
Games, 103
7PM – 10PM
Music, Media, & Entertainment, 117
Utilities & Productivity, 107
11PM – 6AM
37Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 37
-  Health & Fitness apps are more likely to be used by
Millennials in the early morning hours as they are much less
likely to be commuting or working.
-  Sports and game apps tend to be how adults 18+ end their
days.
-  Millennials and Gen X’ers satisfy their need to be “in the
know” in the morning hours by engaging with news apps as
a great way to start their day.
-  18-54 year olds spend the majority of their day catching up
on their lifestyle and shopping apps, showing the
importance of consistent messaging throughout the day,
and not just when consumers are in store.
-  Interestingly enough, Gen X’ers are more likely to start off
their day using messaging and social apps than Millennials.
K E Y T A K E A W A Y S
Consumers’ habits continue to evolve. As advertisers, it is
important to acknowledge nuances
37
38Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 38
Implications
-  Mobile apps have become the
top media channel as usage on
mobile increases, and app usage
peaks at prime time.
-  Advertisers should take
advantage of the heightened
emotional receptivity
smartphones deliver for
advertising during the entire day,
as it is a more efficient buy when
compared to prime time TV.
M OBI LE IS THE NEW
P RIM E TIM E VEHICLE OF
C H O I C E
38
-  Remember, 57% of the time that
a TV ad was seen by a
participant, attention was
deployed to another device
(laptop or smartphone).
-  It is more important than ever to
take advantage of digital and
specifically smartphones, as it is
the clear leader in engagement
and attention for advertising.
MOBILE IS ALSO T HE
K E Y T O U N L O C K I N G
A T T E N T I O N
-  Mobile apps continue to grow
media influence on mobile.
When targeting these key
segments, keep in mind the
unique opportunities every
demographic presents.
-  Content is king. As phablet
penetration increases expect this
to alter behavior considerably
among younger demographics.
A P P B E H A V I O R I S
EVOL VIN G

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Une journée dans la vie d’un consommateur de média

  • 1. 1Yahoo 2015 Confidential & Proprietary. 1Yahoo 2015 Confidential & Proprietary. H O W T O D O M I N AT E T H E S M A R T P H O N E D O M I N A N T W O R L D A day in the life of a media consumer
  • 2. 2Yahoo 2015 Confidential & Proprietary. 2Yahoo 2015 Confidential & Proprietary. State of Mobile Emotional Response By Device Multitasking Device of Choice Agenda Smartphone Trends 2
  • 3. 3Yahoo 2015 Confidential & Proprietary. The state of mobile 3
  • 4. 4Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 4 4:31 4:11 3:58 2:16 2:12 2:10 2:15 2:54 3:18 2013 2015 2017 Content consumption is evolving. Digital dominates time spent, but smartphones alone will begin to threaten TV’s previous dominance A V G . T I M E S P E N T P E R D A Y I N ( H O U R S : M I N S ) Source: eMarketer, October 2015 Smartphone PC TV Decline: -12%▼ Decline: -4%▼ Growth: +47%▲
  • 5. 5Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 5 The growth of mobile is ubiquitous & undeniable I N 2 0 1 5 … N E A R LY 3 I N 5 accessed the internet on a mobile phone in the US, representing 75% of mobile phone users 1 9 0 . 5 M represented the US smartphone user base, signifying growth of 11.4% 5 3 % of the world’s mobile phone users were mobile internet users, marking the first year in which that metric surpassed the 50% mark
  • 6. 6Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 6 Traditional TV watching still peaks during prime time W E E K D A Y V S . W E E K E N D | T V R A T I N G S B Y H O U R 6AM - 9AM 9AM – 12PM 12PM – 3PM 3PM – 6PM 6PM – 9PM 9PM – 12AM 12AM – 3AM 3AM – 6AM %OFTVVIEWERSHIP Prime time peak 8-9PM Source: TV viewing levels for YTD, P13+, Nielsen, September 2015 Yahoo 2015 Confidential & Proprietary. WEEKDAY WEEKEND
  • 7. 7Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 7 …however prime time is not just for traditional TV watching anymore W E E K D A Y V S . W E E K E N D | T I M E O F D A Y A P P U S A G E Source: Flurry by Yahoo Analytics, mapped devices only, May 2015 %OFTOTALAPPSESSIONS WEEKDAY WEEKEND On weekends, midday app usage rivals that of prime time 7AM - 10AM 11AM – 2PM 3PM – 6PM 7PM – 10PM 11PM – 6AM
  • 8. 8Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 8 Application usage dominates all phone activities regardless of the time of day A mobile device is dominated by application usage. Phone use is more likely to occur during the day as the smartphone converts to personal use during the evening. Source: Nielsen Biometric Day in the Life Apps Browser Call use 7AM - 11AM 11AM – 3PM 3PM – 7PM 7PM – 11PM
  • 9. 9Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 9 However, there is still an uneven ad spending split between TV and digital Source: eMarketer T I M E A D S P E N D 36% 41% 47% 34% Digital TV Digital TV
  • 10. 10Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 10 F L U R R Y A N A LY T I C S Aggregated US Flurry Data from May 2015 -  720K apps -  2BN+ devices globally -  10BN+ sessions/day (1.42 sessions/person) R E A L I T Y M I N E D ATA The data includes passive metering results from 500 panelists in August 2015 and 2,000 panelists from our eDiary from October 2014 through February 2015 O B J E C T I V E : In today’s crowded media landscape, we look to discover how audiences naturally interact with different media and the advertising therein. However, in order to get a clear picture of engagement, we will leverage behavioral and biometric analysis to inform our conclusions. Objective & Methodology 10
  • 11. 11Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 1111 N = 150 Participants All Using Wearables: Point-of-View Glasses and Basis Wristwatches Over 1700 Hours of Measured Biometric Data 50/50 Male/ Female 50/50 Millennials/Gen X (18-34) / (35-54) All Using Reality Mine Smartphone Tracking Software Methodology | Nielsen Consumer Neuroscience
  • 12. 12Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 12 A T T E N T I O N -  If more than one device is being used at once, the device that is being looked at for more time during cross-device use is considered to be the primary device. -  Emotional Response is Tied to In-Market Success. When information elicits an emotional response from consumers, it indicates that information is relevant and prioritizes it for other cognitive processing. Cognitive processes influenced by an emotional response include orientation of attention and memory formation. -  Response is shown as an indexed score. A score of 50 represents an average emotional response. E M O T I O N A L R E S P O N S E Important Metrics 12
  • 13. 13Yahoo 2015 Confidential & Proprietary. Emotional response by device 13
  • 14. 14Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 14 Throughout the day, Millennials are more responsive to different devices than Gen X’ers T O T A L D A Y | E M O T I O N A L R E S P O N S E T O D I F F E R E N T D E V I C E S Source: Nielsen Biometric Day in the Life 55 39 52 42 Millennials Gen X'ers Smartphone TV
  • 15. 15Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 15 Throughout the day, Millennials are more responsive to different devices than Gen X’ers Source: Nielsen Biometric Day in the Life 69* 60* 55 39 42 55 53 37 7AM - 10AM 11AM - 2PM 3PM - 6PM 7PM - 10PM NORMALIZEDEMOTIONALRESPONSE 100 50 0 Smartphone TV T O T A L D A Y | E M O T I O N A L R E S P O N S E T O D I F F E R E N T D E V I C E S
  • 16. 16Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 16 Ads achieve more emotional response on smartphones than on TV Source: Nielsen Biometric Day in the Life Smartphone AdsTV Ads 53 EMOTIONAL RESPONSE 43 EMOTIONAL RESPONSE
  • 17. 17Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 17 Gen X’ers are more proficient at ad avoidance, but Millennials are more responsive to ads especially on smartphones S H A R E O F T O T A L A D E X P O S U R E Source: Nielsen Biometric Day in the Life 67% 33% Gen X’ersMillennials 46 55 40 49 0 10 20 30 40 50 60 TV Ads Smartphone Ads E M O T I O N A L R E S P O N S E T O A D S - - - Average emotional response for the day (50)
  • 18. 18Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 18 55 51 46 55 TV Smartphone Differences in emotional engagement between content and ad by device Gen X’ers are more responsive to advertising on different devices than they are to the content itself. This may be due to lower ad loads on digital devices and more personalized experiences Source: Nielsen Biometric Day in the Life M I L L E N N I A L S G E N X ’ E R S 39 4140 49 TV Smartphone AdsContent AdsContent
  • 19. 19Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 19 K E Y T A K E A W A Y TV still leads other media in terms of overall consumption and engagement, but when you look deeper you find that it’s the content that generates the strongest emotional response. The clear winner for advertising engagement is the smartphone across the board – this is likely due to: People watch TV for the content, not the ads 1.  TV ad load is so high during prime time 2.  TV ad avoidance is prevalent 3.  Smartphones feature advertising that can be less prevalent and more relevant 4.  People who are multitasking turn to other devices during their heightened emotional state 19
  • 20. 20Yahoo 2015 Confidential & Proprietary. Multitasking device of choice 20
  • 21. 21Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 21 How many people are multi-screeners? 21 78% Source: IAB, Apr ‘15 79% Source: Market Track, Sep’15 94% Source: TiVo, Nov ‘14
  • 22. 22Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 22 TV + Laptop is the most common multitasking method Source: Nielsen Biometric Day in the Life 58%24% 16% 2% FULL SAMPLE 55% 24% 19% 3% MILLENNIALS 65% 24% 10% 1% GEN X’ERS TV + Laptop TV + Phone Phone + Laptop All 3 Millennials and Gen X’ers are equally likely to multitask with their TV and smartphone, and Millennials multitask with their laptop + smartphone almost twice as frequently as Gen X’ers.
  • 23. 23Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 23 Although most cross-device use occurs in the evening – this is an exaggerated trend for Gen X’ers Source: Nielsen Biometric Day in the Life 18% 9% 13% 60% FULL SAMPLE 24% 8% 17% 50% MILLENNIALS 2% 11% 3% 84% GEN X’ERS 7am – 10am 11am - 2pm 3pm – 6pm 7pm – 11pm
  • 24. 24Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 24 Unsurprisingly, with the prevalence of multitasking during prime time, device switching is more frequent for both groups from 7-10PM G E N X ’ E R S 9.2 switches per hour M I L L E N N I A L S 8.7 switches per hour Source: Nielsen Biometric Day in the Life
  • 25. 25Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 25 Millennials are considerably more proficient than Gen X’ers at multi-tasking during prime time Gen X’ers respond the least emotionally to multitasking during prime time, potentially making this a difficult audience to reach and engage emotionally for advertisers. E M O T I O N A L R E S P O N S E T O M U L T I T A S K I N G - D U R I N G P R I M E T I M E 64 53 32 40 32 32 29 N/A Gen X’ers Millennials Source: Nielsen Biometric Day in the Life Yahoo 2015 Confidential & Proprietary. TV + Laptop TV + Phone Laptop + Phone All 3
  • 26. 26Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 26 +13% +6% Multitasking during prime time actually makes individuals more receptive to advertising Source: Nielsen Biometric Day in the Life E M O T I O N A L R E S P O N S E T O A D V E R T I S I N G P R I M E T I M E Primetime is the only time of day where multitasking increases emotional response to ads. Millennials really display their proficiency at multi-tasking here. Gen X’ers are mainly unitasking with TV where they are mainly engaged in the content and not the advertising. 42 32 48 34 Millennials Gen X'ers UNITASKING MULTITASKING UNITASKING MULTITASKING
  • 27. 27Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 27 Although TV is the device used the most, smartphones actually receive the highest amount of “primary attention” Source: Nielsen Biometric Day in the Life P E R C E N T O F T I M E U S I N G D E V I C E A S T H E P R I M A R Y D E V I C E - D U R I N G P R I M E T I M E 94% of the time that a Smartphone is being touched during these hours, it is being used as the primary device. SMARTPHONE 94% TV 83% LAPTOP 80% TV 83% LAPTOP 80%
  • 28. 28Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 28 Digital is winning the battle for consumer attention when it comes to advertising % of time consumer attention diverted to another device when ad appeared 57% 15% 25%
  • 29. 29Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 29 Multitasking is a younger person’s game, but in order to breakthrough smartphones hold the key In the battle for eyeballs during prime time where an average CPM for TV is $27 and the average daily CPM for mobile is $3*, smartphones win in: -  Attention – Smartphones are the primary device of attention for consumers of all ages. -  Engagement – Over half of the time a TV ad is on screen the consumer’s attention is diverted to another secondary screen (laptop or smartphone). K E Y T A K E A W A Y 29
  • 30. 30Yahoo 2015 Confidential & Proprietary. Smartphone trends 30
  • 31. 31Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 31 For Millennials, during prime time an increase in app use is related to an increase in emotional response Source: Nielsen Biometric Day in the Life A P P U S A G E Although using apps is still slightly more engaging than not for Gen X’ers, the increase in emotional response to apps is greatly increased for Millennials. 53 47 62 50 Millennials Gen X'ers NOT USING NOT USING +17%
  • 32. 32Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 32 What drives usage varies by demographic % growth in category usage Games Health & Fitness Lifestyle & Shopping Messaging & Social Music, Media & Ent News & Magazines Sports Utilities & Productivity 12% 5% 18% 23% 26% 2% 6% 8% 13% 19% 26% 34% 30% 10% 17% 11% 8% 37% 16% 9% 11% 14% 14% 8% 36% 29% 36% 33% 27% 52% 52% 69% 31% 9% 5% 1% 7% 22% 10% 4% 23% 26% 19% 26% 34% 30% 37% 16% 36% 52% 52% 69% 13-17 18-24 25-34 35-54 55+ Source: Flurry by Yahoo Analytics, mapped devices only, May 2015
  • 33. 33Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 33 30% 53% 29% 158% 144% 130% Sports News & magazines Music, media & entertainment However, what will move media experiences even further is phablet ownership % growth in sessions year over year Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2014-2015 Phablets All device types +427% +172% +255%
  • 34. 34Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 34 This skew is also felt emotionally depending on the types of apps being used Understanding the emotional response to app use is critical. When individuals are in a heightened emotional state, they are more receptive to “outside” information (such as ads). 51 52 52 53 47 5453 51 55 48 49 46 SMS IM Social Media Gaming Email Media & Video Source: Nielsen Biometric Day in the Life Gen X’ers Millennials
  • 35. 35Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 35 In fact, how Millennials consume apps throughout the day has important nuances U S E R S 1 8 - 3 4 T I M E O F D A Y U S A G E P E R C A T E G O R Y | I N D E X E D V S . G E N E R A L P O P U L A T I O N Source: Flurry by Yahoo Analytics, mapped devices only, May 2015 NIGHTDAY Health & Fitness, 152 News & Magazines, 133 Lifestyle & Shopping, 111 Games, 106 7AM - 10AM Lifestyle & Shopping, 113 News & Magazines, 113 11AM – 2PM Lifestyle & Shopping, 108 3PM – 6PM Sports, 107 7PM – 10PM Music, Media, & Entertainment, 111 Messaging & Social, 110 Utilities & Productivity, 108 11PM – 6AM
  • 36. 36Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 36 For Gen X’ers, they tend to be busier to start the morning which makes sense as they are likely to be commuting to work U S E R S 3 5 - 5 4 T I M E O F D A Y U S A G E P E R C A T E G O R Y | I N D E X E D V S . G E N E R A L P O P U L A T I O N Source: Flurry by Yahoo Analytics, mapped devices only, May 2015 NIGHTDAY News & Magazines, 149 Health & Fitness, 145 Lifestyle & Shopping, 119 Music, Media, & Ent, 116 Games, 114 Messaging & Social, 106 7AM - 10AM News & Magazine, 111 Lifestyle & Shopping, 108 11AM – 2PM Lifestyle & Shopping, 109 3PM – 6PM Sports, 106 Games, 103 7PM – 10PM Music, Media, & Entertainment, 117 Utilities & Productivity, 107 11PM – 6AM
  • 37. 37Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 37 -  Health & Fitness apps are more likely to be used by Millennials in the early morning hours as they are much less likely to be commuting or working. -  Sports and game apps tend to be how adults 18+ end their days. -  Millennials and Gen X’ers satisfy their need to be “in the know” in the morning hours by engaging with news apps as a great way to start their day. -  18-54 year olds spend the majority of their day catching up on their lifestyle and shopping apps, showing the importance of consistent messaging throughout the day, and not just when consumers are in store. -  Interestingly enough, Gen X’ers are more likely to start off their day using messaging and social apps than Millennials. K E Y T A K E A W A Y S Consumers’ habits continue to evolve. As advertisers, it is important to acknowledge nuances 37
  • 38. 38Yahoo 2015 Confidential & Proprietary.Yahoo 2015 Confidential & Proprietary. 38 Implications -  Mobile apps have become the top media channel as usage on mobile increases, and app usage peaks at prime time. -  Advertisers should take advantage of the heightened emotional receptivity smartphones deliver for advertising during the entire day, as it is a more efficient buy when compared to prime time TV. M OBI LE IS THE NEW P RIM E TIM E VEHICLE OF C H O I C E 38 -  Remember, 57% of the time that a TV ad was seen by a participant, attention was deployed to another device (laptop or smartphone). -  It is more important than ever to take advantage of digital and specifically smartphones, as it is the clear leader in engagement and attention for advertising. MOBILE IS ALSO T HE K E Y T O U N L O C K I N G A T T E N T I O N -  Mobile apps continue to grow media influence on mobile. When targeting these key segments, keep in mind the unique opportunities every demographic presents. -  Content is king. As phablet penetration increases expect this to alter behavior considerably among younger demographics. A P P B E H A V I O R I S EVOL VIN G