The document discusses research into multiscreen usage and the evolving television viewing experience. Some key findings include: 1) Two-thirds of consumers have 3 screens, and tablet usage increased 55% from the previous year; 2) Television and PC/laptop account for 87% of total screen time; 3) A third of consumers watch short-form TV content on other screens like smartphones and tablets. The research suggests that while live TV viewing still dominates, other screens are increasingly becoming part of the TV experience either to discuss or share content. Ultimately, the document concludes that no single screen will dominate, as consumers will choose the screen based on when and where they want to watch.
Kid´s Audience Behavior Across PlatformsJonathan Blum
With increasingly diverse platforms available, kids consume multiple types of media and spend many of their waking hours in front of multiple types of screens, often simultaneously. As more technologies and devices become available to kids (and as kids become older and savvy enough to use these devices), how do behaviors change and shift from one platform to another? How does the presence of other household members affect the amount and type of content consumed?
Courtesy of: Nielsen
Surveying 53,954 people in 79 countries around the world, 'Wave 9 – The Meaning of Moments' from UM builds on ten years of global social tracking and is the largest and longest-running study of its kind. This year’s study demonstrates that understanding how consumers feel in everyday ‘moments’ gives advertisers a powerful leverage in framing the right message via the right touchpoints.
Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
Kid´s Audience Behavior Across PlatformsJonathan Blum
With increasingly diverse platforms available, kids consume multiple types of media and spend many of their waking hours in front of multiple types of screens, often simultaneously. As more technologies and devices become available to kids (and as kids become older and savvy enough to use these devices), how do behaviors change and shift from one platform to another? How does the presence of other household members affect the amount and type of content consumed?
Courtesy of: Nielsen
Surveying 53,954 people in 79 countries around the world, 'Wave 9 – The Meaning of Moments' from UM builds on ten years of global social tracking and is the largest and longest-running study of its kind. This year’s study demonstrates that understanding how consumers feel in everyday ‘moments’ gives advertisers a powerful leverage in framing the right message via the right touchpoints.
Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
Digital Video: Too Much Choice, Too Much Data?MediaPost
How can marketers effectively and efficiently deliver personalized but non-intrusive video advertising to today’s voracious yet guarded digital audience? The consumer has more control, choice and wariness over relentless re-targeting online. And so, brands need to remain relevant through more precise and sophisticated targeting and personalization. Millward Brown will provide guidance on how marketers can walk this fine line of delivering personalized and relevant content to audiences while balancing efficiency and audience boundaries.
Vorhaus digital and gaming research study 2021Michael Vorhaus
A 2,000 person study conducted across the U.S. with adults, 18 and older regarding their media, entertainment, digital, technology, and gaming interests.
Digital Video: Too Much Choice, Too Much Data?MediaPost
How can marketers effectively and efficiently deliver personalized but non-intrusive video advertising to today’s voracious yet guarded digital audience? The consumer has more control, choice and wariness over relentless re-targeting online. And so, brands need to remain relevant through more precise and sophisticated targeting and personalization. Millward Brown will provide guidance on how marketers can walk this fine line of delivering personalized and relevant content to audiences while balancing efficiency and audience boundaries.
Vorhaus digital and gaming research study 2021Michael Vorhaus
A 2,000 person study conducted across the U.S. with adults, 18 and older regarding their media, entertainment, digital, technology, and gaming interests.
By Rachel Healy, senior manager, and Kim Chua, manager, at Value Partners London
There has been much discussion about the level and rate of viewing migration from linear to VOD; the general consensus seems to be that the speed of the shift will be slow, and that the proportion of VOD viewing in the medium term (say fi ve years) will remain low at 6 – 8%, compared to c. 2% today. However, do these forecasts take into account step-change shifts in behaviour of Generation Z1, the ‘digital natives’? Value Partners runs an internship programme for aspiring TMT strategy consultants each summer. This year, we asked one of our interns to carry out primary research into their peer group’s current and future TV viewing patterns. We worked with her to design a 26-question survey which she distributed via Facebook. Although this is by no means a ‘representative sample’ of Gen Z – a sample of just 78 respondents, largely Oxbridge and users of Facebook – the results paint an interesting picture of the relationship this highly sought after demographic has with TV and how this will evolve as they leave university and move into the world of work.
Media and Mobile Trends 2015: Where and How Are Consumers Tuning In?Deloitte United States
Explore the results of Deloitte’s ninth edition of the Digital Democracy Survey, including:
•Evolving media consumption habits, including preferences related to binge watching, streaming video, and over-the-top viewing habits
•Effectiveness of various advertising methods, both traditional and online
•Changing consumer behaviors related to mobile device ownership and usage
For more information visit www.deloitte.com/us/tmtrends.
The latest in Mindshare's 'Future Of...' series focuses on connected TV.
Our view is that the connectivity that viewers enjoy on the sofa via the second screen will prove of more significance to media and marketing than the connected TV itself.
Pesquisa Accenture Multi-tasking and Taking Control. O estudo realizado com 3,5 mil pessoas, em seis países, apontou que conquistar a atenção exclusiva dos telespectadores está mais difícil. O consumidor moderno concilia a TV com outras atividades.
1. multiscreen-RESEARCH
screentest
BY TNS COMMISSIONED BY VMMTV
Which screen
will play the
starring role
in the consumer’s
life?
TNS & VMMTV RESEARCH
2. rESEARCH INFO
Multiscreen-research by vmmtv and TNS media
Objective
1. Anno 2012: “Who uses which screen and how will that evolve?”
2. How does this change the tv viewer?
Methodology
• Focus groups: different life stages and screen usage (June 2012)
• Quantitative: N= 2026 North; 15-64y (July 2012)
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
3. CONTENT
1. HOW MULTISCREEN ARE WE?
2. THE TV EXPERIENCE ON ANY
SCREEN?
3. A NEW DIMENSION
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
5. FACT 11: 2/3 has 3 screens
Fact
Penetration 96% 76%* 75% 67% 19% 16% 36%
*Source: Cim Audimetrie, has digital tv, Q2 2012 | Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
6. FACT 22: +55% tablet usage vs previous year
Fact
More 10% 33% 20% 55% 28% 46%
Stable 74% 53% 54% 27% 45% 38%
Base: has each screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
7. FACT 33: tv+pc/laptop = 87% of the screen volume
Fact
19%
41% 24%
3%
8% 3%
Base: volume=frequency x duration
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
8. FACT 4 15% has connected TV
Fact 4:
15%
10% potential
Basis: has a traditional tv screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
9. FACT 55: +8% usage mobile screens next
Fact
year
Usage screen next year
More-less -3% +6% -5% +8% +10%
Stable 82% 61% 53% 20% 30%
No device (any longer) 14% 23% 51% 42%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
10. Mobile screens are future proof
Fact 1 2/3 has 3 screens
Fact 2 +55% tablet usage vs previous year
Fact 3 tv+pc/laptop = 87% of the screen volume
Fact 4 15% has connected TV
Fact 5 +8% usage mobile screens next year
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
11. The TV experience
on any screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
12. the TV experience
On the TV Screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
13. FACT 1
92%
of the total tv viewung, 18-54y (jan-jun 2012 17-24h)
* Source: CIM Audimetrie, % live-viewing as part
LIVE
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
14. Social context determines live viewing
To watch live events or programs
Out of habit
For the talk value of a program
To watch with the entire family
To watch daily programs
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
15. FACT 22: 7,9% time shifted viewing
Fact
7.9%
18-54y
5.7%
4+&guest
Source: Cim Audimetrie, jan-jun 2012, 17-24h
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
16. FACT 22: 7,9% time shifted viewing
Fact
7.9% 17%
18-54y
>
5.7% 12%
4+&guests
>
Estimate PWC 2015
Source: Cim Audimetrie, jan-jun 2012, 17-24h
Source: PWC, impact time shifted viewing, May 2012
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
17. Digital
television
enhances the
tv experience I don’t have to stay at home 34%
I can do something else before watching tv 24%
I can enjoy 2 programs at the same time 17%
To skip advertising 13%
Base: has digital tv, top 2%
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
18. Digital
television
optimizes the
tv experience I get more satisfaction out of watching tv 61%
I discover/view more programs 59%
I watch tv programs more consciously 57%
There are less conflicts in the household 43%
Base: has digital tv, top 2%
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
19. THE TV experience
On another screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
20. FACT 3
23,5%
watches long form
(incl. live) tv-content
on other screens
15-24y 52,4%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
21. FACT 4
32%
watches short
form tv-content
on other screens
15-24y 48%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
22. 1/3 watches short form on laptop
Short form tv content 29.3% 5.3% 3.8%
Long form tv content 18.5% 3.1% 2.2%
Live 7.3% 2.9% 1.8%
Tv content 35% 7% 6%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
23. Live Tv viewing on
another screen,
alone and together
76%
in home
“I want to watch some-
thing else but still stay
in the same room.”
Base: watches tv live via Yelo/Tv overal
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
24. Fun, entertainment
entertainment relatively
important for tablets
75%
Social connection Enriching
39% 64%
Base: all, index entertainment vs leading motivation
Routine
TNS & VMMTV RESEARCH
25. tHe new
DIMENSIon =
INTERACTIon
& ACTIVATIon
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
26. FACT 5
37%
USES 2ND SCREEN TO
DO SOMETHING with
OR TO DISCUSS about
TV-PROGRAMS
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
27. FACT 6
18%
willing TO INTERACT
WITH BRANDS from tv
COMMERCIALS
Base: bezit andere schermen
Basis: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
28. 2ND SCREEN ENHANCES THE TV-
EXPERIENCE
“The tv experience is enhanced by the si-
multaneous use of a tv and 2nd screen”
“I feel more involved with tv-programs when
I can discuss about them on social media”
“It is important to be able to discuss a pro-
gram on the 2nd screen”
Base: bezit andere schermen
Basis: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
29. 2nd screen (re)action
on tv content
2%
sms/by calling 13%
social 12%
website tv channel 6%
2% uses apps related
to tv content chat online/smartphone 4%
apps 2%
Base: all
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
30. Multiscreeners are
ready for conversion
FACT 7
30%
e-commerce
amongst
screeners
Question How often have you purchased
a product online? 1x a month or more
Base: has another screen
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
31. Tv content lives on
other screens
Fact 1: 92% of tv volume is watched live
Fact 2: 7,9% of the tv volume is viewed time shifted
Fact 3: 23,5% watches long form tv-content on other screens
Fact 4: 32% watches short form tv-content on other screens
Fact 5: 37% uses 2nd screen to do something with or to discuss about
a tv program
Fact 6: 18% is willing to interact with brands from tv commercials
Fact 7: 30% of the screeners buys products online
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
32. Which screen will play the starring
role in the consumer’s life?
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
33. Which screen will play the starring
role in the consumer’s life?
> It’s not about the screen, but about the viewer
> who watches when he/she wants
> who watches where he/she wants
> other screens extend and complement the tv viewing
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
34. let’s talk
about the
future
of tv
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
35. Future of vmma
Future 1: Strong tv content is the foundation for every screen
Future 2: New business model:
• Monetise content on any platform
• Direct billing relationship with the customer
Future 3: Tv program=brand with a (social) live cycle
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH
36. Future for the marketeer
Opportunity 1: multiscreen contact
Opportunity 2: real interaction of tv using the 2nd screen
Opportunity 3: from interaction to conversion via e-commerce
screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH