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The Rise of Multi-Screen Content Consumption

The Rise of Multi-Screen Content Consumption Multi-screen content consumption has reached saturation levels as the average household contains multiple devices. Is the traditional TV experience a thing of the past? How have audiences' viewing habits changed, and how do they now consume content? Multi-Screen Adoption 90% of all media interactions in the US are screen-based. Here's a look at how well connected Americans are: 29669 81% 97% | 44.8m 112.4m 70% have access to a PC of homes own a TV of homes have gaming consoles owna tablet own a smartphone Sequential Use and Multitasking 90% of Americans use multiple devices sequentially throughout the day, ranging from smartphones, TVs, PCs, eReaders, to tablets. Smartphones are the most commonly used device for starting online activities. PCs are most often the initial device for more complex activities, including managing finances and online shopping. Tablets are most often the starting point for trip planning and watching online videos. 4 Multitasking on multiple screens... 81% 66% 66% combine a smartphone and laptop/PC use a laptop/PC and their home TV of Americans use a smartphone and TV simultaneously Implications for Marketers Beyond The First Screen Tablet owners are more likely to take action, sparked by something they saw on TV. The tablet has become an effective alternative to TV sets - 16% of Americans that own 4 devices use tablets to watch TV content. Social Television While watching TV, the most popular activity for smartphone and tablet owners is social networking. Twitter is the biggest driver of social TV. 33% of users tweeted about TV in June 2012. 44% 38% 33% 30% 26% visited a social media site while in front of their TV screen. January April June " As consumers diversify how they watch, what we mean by 'television' is getting harder to pin down. There's the television, which could be directly connected through a cable provider, or the Internet, or might simply be a large monitor that's a slave to an iPad or laptop. eConsultancy Cross-Platform Shopping Over two-thirds of Americans under the age of 44 with multiple devices are likely to search and shop for a product they've seen while watching TV. thand (4+) Those with more screens are more likely to search, socialize, and shop based on what they're watching than those with fewer screens. " Having content that's a good compliment to the primary screen is the place to start, but it's not the finish line. Experiences have to be easy to access, compelling and timely. Brands that move to rapidly embrace this reality will have a clear advantage. They'll have an edge in understanding how to introduce their messaging to multi-screen consumers regardless of the evolution of their devices, behaviors and interests. eConsultancy Sources (1) (2) (3) homes-to-be-114-7-million/ (4) (5) tent-applications/ (6) blog/9907-your-tab- let-loves-mad-men-new-report-explores-the-m ulti-screen-reality (7) ports-down created and sponsored by Aüberflip loads/2012/state-of-the-media-cross-platform- report-q2-2012.html

The Rise of Multi-Screen Content Consumption

shared by uberflip on Jan 24
Tablets and smartphones have quickly become a technological staple for consumers in North America. What’s often overlooked is how individuals are using multiple devices simultaneously and sequential...




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