Presented by Joe Hall, Senior Business Insights Manager, BBC at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

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3. MEDIA & ASSOCIATION PARTNERS
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4. connecting the story
THE FIRST GLOBAL STUDY
OF NEWS CONSUMPTION
ACROSS MULTIPLE SCREENS
1

5. we talked to
people
BBC and non-BBC
users from
countries
• upscale news consumers
• owners of at least 3 out of 4
TV
LAPTOP/
DESKTOP
TABLET SMARTPHONE
2

6. addicted to news
3

7. STAYING IN TOUCH WITH
GLOBAL NEWS
globally,
agree that it’s important to
stay in touch with what’s
going on in the world
Top 25% income earners Global Web index wave 7 2012 Sample : 947,472,000/ 15,312
Q: Below are a number of statements on your outlook on the world. Please indicate the extent to which you agree or disagree with
each one: „It is important to stay in touch with what is going on in the world‟. 4% disagree.
4

8. STAYING IN TOUCH WITH
NEWS
One in six waking hours
consuming news
Almost 3 hours every
weekday consuming news
Very little difference by
demographics –
25-34s consume the most
Q: How many hours a day do you spend consuming the news?
Base: 3195 (excluding those in India)
5

9. NATIONAL AND INTERNATIONAL
NEWS OF EQUAL IMPORTANCE
National news
84%
International news
82%
General news
79%
Local news
79%
Financial/Business news
61%
Sports news
Arts/Entertainment news
56%
43%
Q: Which of the following types of news are you interested in? Base: 3610
6

10. the multi screen
newsroom
7

11. THEY KNOW WHAT
THEY WANT – THE
QUESTION IS HOW
DO THEY GET IT?
two
thirds
use different devices
for different ways of
consuming news
Q: Below are listed some statements which describe why people use different
devices or screens for news consumption. Please indicate to what extent you
agree with each of them. Base: 3610
8

12. SIZE MATTERS…
… but choice is more complicated than simply screen size
occasions and settings
purpose / intention
time of the day
daily routines
intensity of consumption
people around
type of news
9

13. ROLLING NEWS:
ALWAYS CONNECTED
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or
consume the news during the week? (Base: Tablet users) Base: 2014
10

14. WE
ONLINE, BUT WE STILL
TV
news consumption
Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend
day? Base:3610 Q: Thinking briefly about your total usage of different screens and devices, including both news and non news activities,
what percentage of your consumption do you spend on each screen/device on a typical weekday and weekend day? Base: 3610
11

15. …AND USAGE IS EXPECTED TO GROW
using TV news more
than five years ago
expect to use TV news
more in next five years
increase in TV
consumption in last two
years across Europe
Q: How much do you use each device for consuming news today, compare to 5 years ago? Base: 3522
Q: And how do you see this changing in the next 5 years? Base: 3522
12

16. CURATED CONSUMPTION…
higher than laptop
over half describe
news consumption as
“in depth” on TV
higher than tablet
Considered analysis is the main
reason for 1 in 10 choosing TV
higher than
smartphone
“It gives more detail and
I don’t have to search”
Q: How would you describe the way you consume news on each device? Base: 3522
Q: You chose TV as you one and only news device, why is this? Base: 437
13

17. DEEPER ENGAGEMENT
use TV first to check a
breaking news story
TV inspires
deeper research
then turn to online to
get more information
to confirm the story
of viewers have used
the website of the
channel they are
watching (51% the
website of a different
news provider) to get
more information
Q: Imagine a momentous news day, or a huge news story that you are interested in. Which device would you turn to first to check
on the breaking news? Base: 3610. Q: Where would you go afterwards to confirm / check on the news story? Base: 3610
Q: While consuming the news on TV, do you ever use another device or screen at the same time? And what are you using each
device for? (Base: People who use the TV for news consumption) Base: 3610
14

18. BIG SCREEN & SOCIAL
number one reason for
using TV size of screen
3x
say there will always
be a TV–style screen
for shared news
consumption
more likely to watch news
on TV with other people
than accessing news on
any other device
Q: You chose TV as you one and only News device, why is this? Base: 437. Q: How would you describe the way you
consume news on each device? Base:3522. Q: How much do you agree with the following items? „ There will always be a
TV style screen for shared news consumption‟ Base: 3610
15

19. IF YOU ONLY CHOSE ONE
DEVICE FOR NEWS
Q: If you could only use one of these devices to consume news, which one would it be? Base: 3610
16

20. IN DEPTH RESEARCH
laptop is used
more than any
other device for
in-depth research
more than TV
more than smartphone
more than tablet
cite choice/control
as the main reason
“By using a laptop I get to
scan news as well as watch
detailed news with research at
my own convenience”
Q: How would you describe the way you consume news on each device? Base: 3610
Q: You chose Laptop as you one and only news device, why is this? Base: 555
17

21. TAKE TABLETS FOR
MULTIPLYING EFFECT
I use TV more than
I did five years ago
tablet user
non tablet user
Q: How much do you use each device for consuming the news today, compared to 5 years
ago? Base: Tablet users: 2014 / Non Tablet users: 1596
18

22. TABLETS AUGMENT TV
tablet users
In the next
five years I
will use TV…
23%
1%
1
non tablet users
19%
10%
…much more
…a bit more
Q: And how do you see this changing in the next 5 years? Base Tablet users: 2014 / non tablet users: 1596
19

23. SHARED BELIEFS
compared to non tablet users
tablet users are
sharers – but
credibility drives
sharing
more likely to discuss
stories on blogs
more likely to share
news stories on social
networks
more likely to share
news stories once they
have checked it on a
professional news
organisation
Q: How much do you agree with the following items? Base: Tablet users: 2014. Non base:
1596
20

24. A CHEEKY PEEK?
more than any other device
smartphones
used mainly
for reading
headlines,
quick checks
and skimming
of consumers state portability/
ability to access any where and at
any time as key reason for using
smartphone for news
of consumers who state smartphone
would be their only device attribute
ease of use/speed of access – the
biggest reason after portability
Q: How would you describe the way you consume news on each device? Base: 3610
Q: You chose smartphone as your one and only news device, why is this? Base: 485
21

25. OR SOMETHING
MORE MEANINGFUL?
41%
WATCH
SHORT NEWS
CLIPS
Comparable with tablets and desktop/PCs
Used to access the news 3-4 times daily
10%
FULL NEWS
PROGRAMMES
If you could only have one device for news
consumption 18% would pick mobile –
twice as many as would pick tablets
Q: Which of the following types of content do you consume on each device or screen?
Q: How many times a day would you say you check each device or screen for the news?
Q: If you could only use one of these devices to consume news, which one would it be?
22

26. USAGE IS EXPECTED TO GROW
57%
using phones for
news more than
five years ago
59%
expect to use
phones for news
more in next
five years
Q: How much do you use each device for consuming news today, compared to 5 years ago? Base: 3522
Q: And how do you see this changing in the next 5 years? Base: 3522
23

27. ATTENTION LEVELS ON MOBILE
DEVICES SURPRISINGLY HIGH
Q: For each of the following actions, how much attention do you pay to them while doing
so? (1 – „Paying very little attention‟ to 5 – „Paying full attention‟)
24

28. revenue at the
speed of adoption
25

29. WHERE DO YOU EXPECT TO
SEE ADVERTISING?
Q: Which type of advertising would you expect to see on each device? (Base: 3522/3504/3314/2014)
26

30. ALL DEVICES TRIGGER
RESPONSES IN ADVERTISING
1 in 4 responded to desktop ad
in last 4 weeks
over 1 in 5 responding to TV ad
in last 4 weeks
1 in 7 have responded
to mobile or tablet in
the last 4 weeks
Q: For each of the following phrases, please answer each of the following questions which
relate to advertising. Base: 3610
27

31. ADS ON TV PROMPT SECOND
SCREEN PURCHASING
Whilst watching the news
on TV I would also…
… search for more
information on a product/
service advertised
…purchase a
product/service I saw
advertised
(any devices used)
laptop/PC/
desktop
smartphone
tablet
56%
40%
22%
32%
51%
40%
15%
24%
NET score
Q: While consuming the news on TV, do you ever use another device
or screen at the same time? And what are you using each device for?
(Base: People who use the TV for news consumption: 3522)
28

32. EVERY SCREEN HAS A PLACE
“Typically I get the impulse from the TV. For digging
deeper into it I would use the tablet/PC when it is
something quick. When it is a bigger story I will search for
details on the PC. And mostly only when I am on the go I
use the smartphone for following news”
constant companion
gateway to the world
off the beaten track
has it all? but not easy to search
29

33. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
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APP SPONSOR
PREMIERE SPONSOR
WWW.MRMW.NET
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34. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

35. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET