The Multiscreen World
THE MULTISCREEN LWORLD THE TYPICAL MULTISCREEN USER CONSUMES JUST UNDER 7 HOURS OF SCREEN MEDIA PER DAY USAGE BY DEVICE (minutes/day) 147 113 108 50 SMARTPHONE LAPTOP TABLET TELEVISION SCREEN USAGE IS ON THE RISE ACROSS THE GLOBE France 326 317 Italy 342 Japan 480 China DAILY AVERAGE MINUTES SPENT USING A SCREEN 531 Phillipines HIGHEST LOWEST Indonesia 54O MULTISCREENS, MULTITASKING Simultaneous screen use accounts for approximately 35% of all device usage. 65% of the time is spent shifting between devices. 36% of the time is spent using multiple devices. THIS IS MOSTLY TV + ANOTHER ADDITIONAL MOBILE DEVICE 72% 16% of smartphone owners use their phone while watching TV. of TV viewing sessions involve social media. MESHING VS STACKING "Meshing" occurs when users utilize multiple devices to enhance their viewing experience. "Stacking" occurs when users conduct unrelated tasks while consuming media. 14% 22% of users consume media by meshing. of users consume media by stacking. COMMON REASONS FOR MESHING: COMMON REASONS FOR STACKING: To find more information about what's on TV. To kill time during ad breaks. AD To discuss what is on. To keep up with To interact with what is happening on TV. The TV isn't interesting enough. To follow up on a TV ad. The TV is on for background noise. DEVICE BREAKDOWN SMARTPHONES: THE DEFAULT DEVICE SMARTPHONES ALLOW USERS UNIVERSAL ACCESS IN LIEU OF A LAPTOP OR TABLET. HOW USERS MESH HOW USERS STACK CE POLLS SHARING OPINIONS VIA CHECKING SOCIAL TEXTING FRIENDS MEDIA AND EMAIL AND FAMILY LAPTOPS: THE PRODUCTIVITY DEVICE LAPTOPS ARE GENERALLY FASTER AT ACCOMPLISHING ASSIGNED TASKS. HOW USERS MESH HOW USERS STACK www. ACCESSING ADDITIONAL CONTENT GETTING WORK SEARCHING FOR RELATED TO THE TV PROGRAM DONE UNRELATED CONTENT TABLETS: THE ENTERTAINMENT DEVICE TABLETS BLEND THE PORTABILITY OF A SMARTPHONE WITH THE PRODUCTIVITY OF A LAPTOP. HOW USERS MESH HOW USERS STACK ACCESSING ADDITIONAL VIDEO CONTENT AN ALTERNATE SOURCE FOR RELATED TO THE TV PROGRAM ENTERTAINMENT CONTENT SOURCES http://www.marinsoftware.com/downloads/2014-mobile-search-advertising-around-the-globe.pdf http://www.milwardbrown.com/AdReaction/2014/report/Milward-Brown_ AdReaction-2014_Global pdf http://www.researchexcellence.com/documents/misc/CRE_Talking Social TV_2 Clients Meeting FINAL 04092014. pdt TollFreeForwarding- gryffin.
The Multiscreen World
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