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As digital devices take an increasingly prominent place in the lives of consumers, media use is becoming characterized more by the simultaneous use of multiple devices than the influence of one. Topics in this webinar include: How are marketers addressing these multiscreen usage patterns? How important is mobile in driving simultaneous media use? What is the impact of the proliferation of digital screens on traditional media? What are the demographics of simultaneous media use?
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© 2014 eMarketer Inc.
Made possible by
The Multiscreen, Multitasking
Consumer
Paul Verna
Senior Analyst
November 6, 2014
© 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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© 2014 eMarketer Inc.
Multiscreen, Multitasking
Usage at a Glance
© 2014 eMarketer Inc.
Time spent with mobile video has grown while
desktop and TV time have flattened
Mobile video:
up 50% in 2014
Desktop video:
growth stalled
after years of
big leaps
TV: flat for
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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© 2014 eMarketer Inc.
Time spent on digital grew across the board, but
mostly on mobile devices
Smartphones: 237%
Tablets: 1,027% (!)
Desktop: 7%
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© 2014 eMarketer Inc.
Demographics of
Second-Screen Use
© 2014 eMarketer Inc.
Young users
are most
likely to
multitask with
digital media
while
watching TV
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Harris study caveats:
Gen X-ers were more
likely than millennials to
surf on a computer while
watching TV
Older users were more
likely to use traditional
media while watching TV
Books on ereaders were
a mixed bag, but older
users predominated
Some activities declined
in 2014, except tablet
and smartphone use,
which increased
Twitter – #eMwebinar
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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
© 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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© 2014 eMarketer Inc.
Demographics of multiscreen use: Takeaways
Marketers targeting millennials should zero in on
second- and third-screen use, which is higher than
average among these groups.
Marketers targeting older users but interested in
cultivating future brand affinity should note the high
levels of multiscreen use in the millennial population.
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© 2014 eMarketer Inc.
Multiscreen Activity by
Venue: TV and Movies
© 2014 eMarketer Inc.Twitter – #eMwebinar
© 2014 eMarketer Inc.
Nielsen: Viewers who conduct show-related
digital activities while watching TV
41% looked up information about the show’s characters
29% emailed or texted to communicate about the show
18% read social media conversations
12% submitted votes or comments
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Source: Nielsen, “Advertising & Audiences: State of the Media 2014,” May 2014
© 2014 eMarketer Inc.
How much second-screen activity is related to
the show?
21% viewed
unrelated apps,
games or content
6% viewed related
apps
18% checked
weather or texted
Twitter – #eMwebinar
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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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© 2014 eMarketer Inc.
More access second-screen devices during
shows than during commercials
78% multitask
during show
71% multitask
during
commercials
Twitter – #eMwebinar
© 2014 eMarketer Inc.
The most
prevalent
activities
during
shows and
commercials
are unrelated
to the
program
Twitter – #eMwebinar
© 2014 eMarketer Inc.
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
Twitter – #eMwebinar
© 2014 eMarketer Inc.
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.
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Multiscreen Activity by
Venue: Live Sports
© 2014 eMarketer Inc.
Sports generates high levels of engagement
29% checked
scores and
stats
17% visited
team sites
22% checked
weather
Twitter – #eMwebinar
© 2014 eMarketer Inc.
The March Madness
college basketball
tournament brings
out mobile
multitasking
41% live updates
29% brackets
27% team/player
info
18% multitasking
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Multiscreen activity around 2014 FIFA World Cup
Twitter – #eMwebinar
© 2014 eMarketer Inc.
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
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Multiscreen Activity by
Venue: News Media
© 2014 eMarketer Inc.
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%
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Most FB
interactions:
HuffingtonPost.com
Highest ratio of
interactions to
articles:
IJReview.com
Twitter – #eMwebinar
News media
emphasize
interactions
© 2014 eMarketer Inc.Twitter – #eMwebinar
© 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
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Top social
network for
news: Facebook
YouTube beats
Twitter for the
No. 2 spot
Twitter – #eMwebinar
Facebook leads
in news
consumption,
but YouTube
is No. 2
© 2014 eMarketer Inc.
Multiscreen Activity by
Venue: Music and Gaming
© 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
Twitter – #eMwebinar
© 2014 eMarketer Inc.Twitter – #eMwebinar
© 2014 eMarketer Inc.Twitter – #eMwebinar
© 2014 eMarketer Inc.
Recognition app Shazam also works with other
digital media
Helped generate $300
million in digital music
sales per year
August 2014:
100 million MAU, up 34%
from July 2013
September 2013:
10 billion ID tags of songs
and other digital media
Twitter – #eMwebinar
Source: Shazam company info, August 2014, September 2013
© 2014 eMarketer Inc.
Consoles are used for more than just gaming
Movies are top
nongaming use
TV shows,
music also
popular
Twitter – #eMwebinar
© 2014 eMarketer Inc.
44% of internet users use consoles for video
Many other
devices are
purpose-made for
video
Console
penetration rate
is lower than
most other
nonvideo devices
Twitter – #eMwebinar
© 2014 eMarketer Inc.
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 events on TV, such as the World Cup.
Younger consumers multitask more than older ones.
Time spent on smartphones and tablets increased
between 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.
Twitter – #eMwebinar
Making the Internet fast, reliable and secure
Stuart Cleary, Director, Media Business Development
©2014 AKAMAI | FASTER FORWARDTM
Delivering Fast, Reliable Web Experiences Is Complex
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http://www.akamai.com/mobile-performance-report
© 2014 eMarketer Inc.
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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