At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled What’s on Their Screens, What’s on Their Minds: Consumer Insights from Our Multi-Screen World. The presentation offers insight into understanding the profile of multi-screen consumers. The screens focused on are smart phones, computers, televisions, and gaming consoles. Natasha HritzukDirector of Global InsightsMicrosoft Advertising presented.

2. What’s on Their Screens,
What’s on Their Minds
Consumer Insights from
Our Multi-Screen World
Natasha Hritzuk
Director of Global Insights
Microsoft Advertising

3. Understanding Multi-Screen Consumers
The Goal
• Usage + Attitudes + Expectations = Marketing Strategy
What We’ll Cover
• Core multi-screen constituencies
• Device convergence, usage and need-states
• Multi screen advertising content imperatives

4. Multi-Screen Consumer Profile
1,200 Multi-Screen Consumers surveyed
Activity across TV, computer, smartphone and gaming consoles
Consumer Profile
• Higher education level
• Higher HH and discretionary income
• Higher employment rate
• Male skew

5. The Youngest Segment is Most Active
Across Screens
Consumer Activity Average #
Past 30 Days Hours/Week
Base: Total Multi-Screen Consumers
Made a purchase online
Communicated through social network
Watched a user-generated video
Sent an instant message
Played a game online

6. Gamers Are the Most Sophisticated
Multi-Screen Users
Lead Convergence Social Influencers Outside the Box
Less time leaning back Post the most reviews Console is control center
Engagement seekers & comments for fun and community

7. Activities Converge Across Screens with
Video Most Ubiquitous
Engaging in more activities across multiple screens
• Used a social network site
• Sent a link with content to someone
• Made a purchase online
• Posted a comment on a blog
• Posted a product review
• Watched a user-generated video
• Watched any kind of video
• Watched any kind of video

8. More Activities Are Done on Computers
and Smartphones
The Dynamic Duo: Computer & Smartphone
Always on information and communication
• Learn about brands, products and services
(88% computer and 36% smartphone)
• Pass along information
(83% computer and 75% smartphone)
• Find out information in real time
(81% computer and 62% smartphone)

9. Every Screen Now Has an Impact on
Decision-Making
The traditional linear sales funnel no longer applies
Impactful brand
stories can be told All screens impact
across all screens decision-making
Computer and smartphone are key points of purchase

10. Each Screen Defines a Different
Consumer Need-State
Screens are related, yet distinct
Consumers see each screen as having unique qualities and
distinct personality
Sophisticated Fun Lean-back Engaging
communication productivity entertainment connection
Account for consumer’s state of mind when developing
tone and creative for a multi-screen campaign

11. Younger Users Are More Likely to
Recognize Cohesive Experiences
Positive about current experience
• 62% say they have
consistent experiences
across screens
• 69% say they can access
similar content across
screens
• 69% say screens combine
to provide cohesive
experiences
Note: Chart data represents Top-2-Box Agree (Agree Completely/ Agree Somewhat) (Percent)

12. Younger Users Are Also Most Likely to
Value Connected Experiences
They think more highly of content providers with
similar content across screens
• Content more useful –
74%
• Experience more relevant
and informative – 72%
• Improves opinion of
content provider
(advertiser) – 73%
Note: Chart data represents Top-2-Box Agree (Agree Completely/ Agree Somewhat) (Percent)
A18-34 (n=512). A35-64 (n=728). Total sample = 1240.

13. All Demographics Have High
Expectations for the Future
Advancements in Media & Advertising will
increase engagement
Expect improvement in
delivery of content &
80%
advertising across devices
Believe improvements will
increase their engagement
across devices

14. Summary
1. Users 18-34 are more active across screens
2. Gamers are particularly sophisticated; they lead
convergence and they’re more social
3. Convergence across screens is driven by
video, but more activities are done on the
PC and smartphone
4. Each screen satisfies a different need, but all
screens contribute to purchase decisions

15. Summary
5. Younger users are most receptive and think
more highly of advertisers who deliver
connected experiences
6. All users have high expectations for the
future, regardless of age
As older demographics becomes more sophisticated, content
must flow naturally across screens to hit a broader audience

16. Get the full report:
What’s on Their Screens. What’s on Their Minds. Reaching
& Engaging the Multi-Screen Consumer
www.advertising.microsoft.com/multi-screen

17. More Resources from the ANA
Visit the ANA website to learn about other
Webinar Wednesdays
www.ana.net  Events  Webinar Wednesdays
Next Webinar: August 11 – Mobile Marketing – The use of mobile tools and
channels and how to integrate with online and offline campaigns
Alberto Benbunan, co-founder & managing director, Mobile Dreams Factory

18. Thank You
Natasha Hritzuk
Director of Global Insights
Microsoft Advertising
natashah@microsoft.com