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The Multiscreen, Multitasking Consumer
Paul Verna
Senior Analyst
November 6, 2014 2. © 2014 eMarketer Inc.
Agenda
Multiscreen, multitasking usage at a glance
Demographics of second-screen use
Multiscreen activity by venue
–TV and movies
–Live sports
–News media
–Music and gaming
Key takeaways
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Time spent with mobile video has grown while desktop and TV time have flattened
Mobilevideo: up 50%in 2014
Desktopvideo: growth stalledafter years of big leaps
TV: flatfor several years
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Multiplatform: up from 48% to 56%
Mobile-only: up from 6% to 8%
Desktop-only:down from 46% to 36%
The US multiplatform audience grew in 2013
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Time spent on digital grew across the board, but mostlyon mobile devices
Smartphones:237%
Tablets:1,027% (!)
Desktop:7%
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Young users are most likely to multitask with digital media while watching TV
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Harris study caveats:
Gen X-erswere more likely than millennials to surf ona computer while watching TV
Older userswere more likely to use traditional media while watching TV
Books onereaderswere a mixed bag, but older users predominated
Some activities declined in 2014, except tablet and smartphone use, which increased
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Multitasking while TV viewing was most common among millennials,least among matures
There were variations among younger users: email, browsing for products, voice calling
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Other studies reached similar conclusions 11. © 2014 eMarketer Inc.
Female social network users display similar patterns
Top overall activities: Facebook, email, texting
These activities were especially prevalent among Gen Y users
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Demographics of multiscreen use: Takeaways
Marketers targeting millennialsshould zero in on second-and third-screen use, which is higher than average among these groups.
Marketers targeting older usersbut interested in cultivating future brand affinityshould note the high levels of multiscreen use in the millennial population.
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Nielsen: Viewers who conduct show-related digital activities while watching TV
41%looked up information about the show’s characters
29%emailed or textedto communicate about the show
18%read social mediaconversations
12%submitted votes or comments
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Source: Nielsen, “Advertising & Audiences: State of the Media 2014,” May 2014 16. © 2014 eMarketer Inc.
How much second-screen activity is related to the show?
21% viewed unrelatedapps, games or content
6% viewed related apps
18% checked weather or texted
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Many go online while watching TV; some perform nondigital tasks
43%go online
20%read mail
11%-13% consume radio, magazines, newspapers
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More access second-screen devices during shows than during commercials
78%multitask during show
71%multitask during commercials
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The most prevalent activities during shows and commercials are unrelated to the program
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Continuity of video content across devices is important to consumers and content owners
“We make sure all of our content is reaching across all viewing platforms.More and more we see people starting a video on one device and picking it up on another, or watching something on TV and watching the companion content at the same time on a tablet.”
—Dan Goodman, co-founder of Believe Entertainment Group
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Multiscreen activity around TV and movie viewing: Takeaways
Much of the digital activity during TV shows has nothing to do with the show or commercials.
This marks a transformation in the role of television from being a focal point to being one of many screens competing for attention.
Reaching consumers on all screens is increasingly important.
Multiscreen, multitasking behavior is complex and overlapping.
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Sports generates high levels of engagement
29%checked scores and stats
17%visited team sites
22%checked weather
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The March Madness college basketball tournament brings out mobile multitasking
41%live updates
29%brackets
27%team/player info
18% multitasking
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Multiscreen activity around 2014 FIFA World Cup
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Multiscreen activity around 2014 FIFA World Cup
Harris Interactive: •17%check stats•15%text• 12%post social media
YuMe and Instant.ly: •59%said multiple devices would enable more game viewing• 46% said multiple devices are important
Peel: • 62%used smartphones while watching games
IAB/On Device Research: •37% at halftime• 35% during game• 20% used multiple devices
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Time spent on mobile grew while traditional platforms were down or flat
Tablets:up 676%
Smartphones:up 233%
Desktop:down 14%
TV:up 6%
Radio:down 7%
Print:down 31%
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Most FB interactions: HuffingtonPost.com
Highest ratio of interactions to articles: IJReview.com
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News media emphasize Facebook interactions 31. © 2014 eMarketer Inc.
Most tweets: BBC.co.uk, NYTimes.com
Highest ratio of tweets to articles: Mashable.com
Tweets are an essential part of the digital news ecosystem
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Top social network for news: Facebook
YouTubebeats Twitterfor the No. 2 spot
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Facebook leads in news consumption, but YouTube is No. 2 34. © 2014 eMarketer Inc.
Most Pandora listening happens in the background and in conjunction with other apps
“ Most of the time people are spending with Pandora, we are rendering audio in the background. We see that as endemic to the way people listen to music. Music tends to be a companion to whatever you’re doing,whether you’re working or working out.”
—Jack Krawczyk, director of product management at Pandora
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Recognition app Shazam also works with other digital media
Helped generate $300 millionin digital music sales per year
August 2014: 100 million MAU, up 34% from July 2013
September 2013: 10 billion ID tagsof songs and other digital media
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Source: Shazam company info, August 2014, September 2013 38. © 2014 eMarketer Inc.
Consoles are used for more than just gaming
Moviesare top nongaming use
TV shows, musicalso popular
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44% of internet users use consoles for video
Many other devices are purpose-made for video
Console penetration rate is lowerthan most other nonvideodevices
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Key takeaways
Among ways consumers multitask with media, the most common is using a digital device while watching TV.
Digital multitasking does not dull the excitement of watching live eventson TV, such as the World Cup.
Younger consumers multitask morethan older ones.
Time spent on smartphones and tablets increasedbetween 2013 and 2014, while time spent on other forms of media—both online and offline—declined.
Concurrent use of devices has become so intrinsic that it signals a shift from the immersive media experience.
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Paul Verna
The Multiscreen, Multitasking Consumer
Simultaneous Media Use: Screen Fragmentation Complements Traditional Channels
Shifting Video and TV Audiences: Tuning Out the Hype to Understand New Viewing Habits
Tablet and Smartphone Video Viewing: Multiple Screens, Young Users Drive Growth
Social TV: Marketers’ Enthusiasm Cools a Bit, but Experimentation Continues