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eMarketer Webinar: The Multitasking Consumer—So Many Screens, So Little Time

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eMarketer Webinar: The Multitasking Consumer—So Many Screens, So Little Time

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How many hours does the average American spend consuming media each day? The answer may surprise you! Topics in this webinar include: How much time are US adults spending with major traditional and digital media? Is mobile time still growing at a breakneck pace? How is multitasking affecting time spent with media? Are marketers’ ad budgets in line with consumer behavior?

How many hours does the average American spend consuming media each day? The answer may surprise you! Topics in this webinar include: How much time are US adults spending with major traditional and digital media? Is mobile time still growing at a breakneck pace? How is multitasking affecting time spent with media? Are marketers’ ad budgets in line with consumer behavior?

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eMarketer Webinar: The Multitasking Consumer—So Many Screens, So Little Time

  1. 1. © 2015 eMarketer Inc. The Multitasking Consumer: So Many Screens, So Little Time Ezra Palmer Made possible by
  2. 2. © 2015 eMarketer Inc. 12
  3. 3. © 2015 eMarketer Inc. Media time: Growth is slowing 2015 12h 00m 2014 11h 57m 2013 11h 55m 2012 11h 39m 2011 11h 08m 2010 11h 00m 2009 10h 50m 2008 10h 35m
  4. 4. © 2015 eMarketer Inc. Media time: Growth is slowing 2015 12h 00m 2014 11h 57m 2013 11h 55m 2012 11h 39m 2011 11h 08m 2010 11h 00m 2009 10h 50m 2008 10h 35m
  5. 5. © 2015 eMarketer Inc. Analysis of quantitative data from a broad spectrum of sources
  6. 6. © 2015 eMarketer Inc. Supplemented by in-depth interviews with a variety of industry experts
  7. 7. © 2015 eMarketer Inc. Time spent with TV 2011 2012 2013 2014 2015 4:11 4:22 4:31 4:384:34
  8. 8. © 2015 eMarketer Inc. Desktop/laptop time 2011 2012 2013 2014 2015 2:12 2:142:16 2:24 2:30
  9. 9. © 2015 eMarketer Inc. Mobile time 2011 2012 2013 2014 2015 2:54 2:37 2:15 1:28 0:46
  10. 10. © 2015 eMarketer Inc. The evolution of media consumption 2011 2012 2013 2014 2015 4:11 2:54 2:12
  11. 11. © 2015 eMarketer Inc. Overall, digital now makes up almost half of our media day
  12. 12. © 2015 eMarketer Inc. How Are Consumers Spending Their Digital Time?
  13. 13. © 2015 eMarketer Inc. Digital time 5h 29m
  14. 14. © 2015 eMarketer Inc. Digital video 1h 2m
  15. 15. © 2015 eMarketer Inc. Digital video 1h 2m TV time + video time 5h 13m
  16. 16. © 2015 eMarketer Inc. Digital video 1h 2m Social 41m
  17. 17. © 2015 eMarketer Inc. Digital video 1h 2m Social 41m Digital radio 51m
  18. 18. © 2015 eMarketer Inc. Digital video 1h 2m Social 41m Digital radio 51m Browsing, texting, emailing, etc. 2h 55m
  19. 19. © 2015 eMarketer Inc. How Are Consumers Spending Their Mobile Time?
  20. 20. © 2015 eMarketer Inc. Smartphones rule the day Tablet penetration rates are lower, so total time spent is also lower
  21. 21. © 2015 eMarketer Inc. In-app time far surpasses time with mobile web
  22. 22. © 2015 eMarketer Inc. Mobile activities, 2011-2015 2011 46m Video Social Radio
  23. 23. © 2015 eMarketer Inc. Mobile activities, 2011-2015 2011 46m Video Social Radio 2015 2h 54m
  24. 24. © 2015 eMarketer Inc. Gaming and messaging make up major portions of the mobile day
  25. 25. © 2015 eMarketer Inc. Will Mobile Time Keep Growing?
  26. 26. © 2015 eMarketer Inc. 1. Smartphone penetration rates are still growing 2015 59.3% 2016 63.9% 2017 67.3% Source: eMarketer, July 2015
  27. 27. © 2015 eMarketer Inc. 2. Tablet usage is growing, too 2015 49.4% 2016 51.4% 2017 52.7% Source: eMarketer, July 2015
  28. 28. © 2015 eMarketer Inc. 3. More than a third of US consumers use both devices 2015 34.8% 2016 38.9% 2017 41.8% Source: eMarketer, July 2015
  29. 29. © 2015 eMarketer Inc. Mobile time will continue to grow, but only modestly, in 2016 and 2017  All other channels will see slight declines in time spent
  30. 30. © 2015 eMarketer Inc. Are Marketers Adapting to the New Reality?
  31. 31. © 2015 eMarketer Inc.
  32. 32. © 2015 eMarketer Inc. The TV/digital split in 2015 Time TV 36.0% Digital 47.3%
  33. 33. © 2015 eMarketer Inc. The TV/digital split in 2015 Time Ad Spend TV 36.0% Digital 47.3% TV 40.5% Digital 33.8%
  34. 34. © 2015 eMarketer Inc. The digital/mobile split, 2013-2015 2013 Time Split Ad Spend Split Mobile || Digital
  35. 35. © 2015 eMarketer Inc. The digital/mobile split, 2013-2015 2013 Time Split Ad Spend Split 2014 Mobile || Digital
  36. 36. © 2015 eMarketer Inc. The digital/mobile split, 2013-2015 2013 2015 Time Split Ad Spend Split 2014 Mobile || Digital
  37. 37. © 2015 eMarketer Inc. How mobile/digital spending has shifted 2013 2014 2015 $27.67 billion $30.45 billion Mobile spending increased 79.5% in 2014 and will rise 59% this year
  38. 38. © 2015 eMarketer Inc. The turning tide 2013 2014 2015 2016 2017 2018 2019 $28.21 billion $65.49 billion
  39. 39. © 2015 eMarketer Inc. Comparing time spent with TV vs. digital video
  40. 40. © 2015 eMarketer Inc. Comparing time spent with TV vs. digital video
  41. 41. © 2015 eMarketer Inc. Ad spending trails significantly
  42. 42. © 2015 eMarketer Inc. The Elephant in the Room
  43. 43. © 2015 eMarketer Inc. 12
  44. 44. © 2015 eMarketer Inc. How many people are multiscreeners? 78% Source: IAB, April 2015
  45. 45. © 2015 eMarketer Inc. How many people are multiscreeners? 78% 79% Sources: IAB, April 2015; Market Track, September 2015
  46. 46. © 2015 eMarketer Inc. How many people are multiscreeners? 78% 79% 94% Sources: IAB, April 2015; Market Track, September 2015; Tivo, November 2014
  47. 47. © 2015 eMarketer Inc. How many people are multiscreeners? 78% 79% 94% 43% Sources: IAB, April 2015; Market Track, September 2015; Tivo, November 2014; Google, June 2015
  48. 48. © 2015 eMarketer Inc. 3/4 How many people are multiscreeners?
  49. 49. © 2015 eMarketer Inc. 2 hours 10 minutes? How much time are they multiscreening? Source: Millward Brown, March 2014
  50. 50. © 2015 eMarketer Inc. 2 hours 30 minutes? How much time are they multiscreening?
  51. 51. © 2015 eMarketer Inc. 2 hours 45 minutes? How much time are they multiscreening?
  52. 52. © 2015 eMarketer Inc. 3+ hours? How much time are they multiscreening?
  53. 53. © 2015 eMarketer Inc. 6+ hours? How much time are they multiscreening?
  54. 54. © 2015 eMarketer Inc. Five simple takeaways:  The average US adult consumes 12 hours of media daily  Digital time makes up nearly half of that time  Advertisers have adjusted their spending to match the shift to mobile  Roughly three-quarters of the population multiscreen  The amount of time they multiscreen is probably very large
  55. 55. ©2015 AKAMAI | FASTER FORWARDTM Web Pages are slowing down! Typical Page Size Typical # of Objects Mobile Requests Avg. Load Time (Sec.) 1,622 KB 114 34% 10.7 2014 1,081 KB 101 23% 7.2 2013 Source: httparchive.org, Akamai 1,974 KB 128 50% 11.8 2015
  56. 56. ©2015 AKAMAI | FASTER FORWARDTM And consumers are losing patience. 49% Expect <2 second page load times 30% Expect <1 second page load times 18% Expect instant page load times! Source: TSM & Akamai
  57. 57. ©2015 AKAMAI | FASTER FORWARDTM Tools to address the challenge Deploy globally close to every user Optimize performance for each user Simplify development & operations for each experience
  58. 58. ©2015 AKAMAI | FASTER FORWARDTM Major US Retailer: Acceleration vs. Origin (Over Cellular) GOOD EXPERIENCE BAD EXPERIENCE %OFUSERS 18 16 14 12 10 8 6 4 2 0 Response in seconds 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4 Ion Standard Origin
  59. 59. ©2015 AKAMAI | FASTER FORWARDTM Two free reports Questions? skeats@akamai.com Customized Mobile Images Report 9 Key Consumer Insights Report
  60. 60. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Ezra Palmer The Multitasking Consumer: So Many Screens, So Little Time  Instagram Advertising: What Marketers Need to Know  US Millennials and Video: Seven Insights into Their Evolving Screen Choices and Viewing Habits  US Ad Spending: eMarketer's Updated Estimates for 2015  US Time Spent With Media: eMarketer's Updated Estimates for Fall 2015  Social Advertising Effectiveness Scorecard: Industry Execs Grade the Leading Platforms

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