united internet media – catch me if you can!

Catch Me If You Can!

Baseline study of the effects of the parallel use of several screens on

attention and the consequences for media planning, creation and advertising

effectiveness

Agenda

► Methodology

► Attention in times of the Multi Screen

► Setting the stage – facets of Multi Screen use

► One Multi Screener is not the same as another

Multi method approach

• Combination of quantitative, online representative survey and

qualitative, online diary as well as video diary

• Survey • Online

representative panel sample (14–59 years) n = 1,251

• Online diary covering 11 days

• n = 44

• n = 1,624 use situations evaluated

• 20 probands equipped with video camera

• Four "tasks" during field phase to document use of media

• The study was carried out by:

Agenda

► Methodology




Multi Screen use is media reality experienced by all groups of the

population

86%

At least

2 devices

used at the

same time

86 90 81

96 86 82

75

0

20

40

60

80

100

Total Men Women 14-29 years 30-39 years 40-49 years 50-59 years

Multi Screeners Not Multi Screeners

Source: Catch Me If You Can! - Interactive Media, United Internet Media

Basis: Multi Screeners 14-59 years, n = 1,070 (in each case device users)

Proliferation of devices fosters use of Multi Screens

Source: Catch Me If You Can! - Interactive Media, United Internet Media;


Percentage of device users who use the device for Multi Screen purposes

74%

45%

67% 69%

57%

TV & laptop and TV & smartphone: the combinations most used

• BUT: Multi Screens are frequent even

without TV.

Simultaneous use (very) frequent



49%

55%

34%

45%

56% 34%

33%

• Triple Screens are also nothing unusual

Simultaneous use (very) frequent

Multi Screens are used throughout the whole day


Basis: diary study, n = 1,624 use situations

Use situations

of which multi screen

Number of use situations and percentage of Multi Screen use

• Main times of use: in the morning and from 18 to 21 clock

7:00 – 10:00 11:00 –14:00 18:00 –21:00 15:00 – 17:00 22:00 – 24:00

12% 88%

Parallel use of several screens is usually independent

Related vs. independent Multi Screen use


Basis: diary study, Multi-Screen use, n = 454

Multi Screen total

8% 92%

Predominantly related

Predominantly independent

e.g. searching for a product seen

advertised

e.g. reading emails during the commercials

TV Multi Screen

Main activities for Multi Screen use (use of Internet & apps)

Online activities during the last Multi Screen use


Basis: Multi Screeners 14-59 years, n = 1,070

83%

Reading or writing

E-Mails

72%

Information on a

subject or product

Information, reading

the news

71%

For browsing

69%

For ordering

and booking

68% 66%

Personal

business

62%

Communication

with others

• E-Mail, Search and reading the news are the most frequent online activities

during Multi Screen use.

Agenda

► Methodology




In Multi Screen situations television is often the Second Screen

100%

42%

58%

34%

40%


Basis: Onliners 14-59 years, combi users of TV & laptops, n = 585

Variations over 100% due to rounding

Graph: spread of attention in the case of combined TV and laptop use

Further screen 27%

Reasons for change of attention in Multi Screen situations

External reasons

"The signal from my mobile phone that the

message had been received. I wanted to

answer the message straight away."

Commercial break / filling in time

"I used the smartphone if the film scenes

were not particularly exciting or during the

commercial break."

Source: Photo commercial break / filling in time http://i1.ytimg.com/vi/UTRDyXT0zO0/hqdefault.jpg

"My husband watches football, which I don't

find very interesting. So I mainly paid

attention to my laptop."

Little stimulation / boredom

Agenda

► Methodology


► Setting the stage – facets of Multi-Screen use


The Multi Screen typology

35 statements

6 types

7 factors

Mono-Tasking

Independent parallel use

TV-based Multi Screen use

Internet-focused Multi Screen use

Use-oriented Multi Screen use

Convergent Multi Screen use

Joint media use

Heavy Multi Screeners (22%) Parallel users of TV (18%)

Classical

users (13%)

Proper Multi

Screeners (17%)

Efficient Multi

Screeners (14%)

Online pragmatists (16%)

Multi Screeners – not all the same!

Multi Screen types

Online pragmatists Proper Multi Screeners Heavy Multi Screeners

Parallel users of TV Efficient Multi Screeners Classical users

Heavy Multi Screeners (22%)

Cluster pecularity

• Pronounced Social TV user

• Use tends to be dependent

• Multi Screen can be TV-based or Internet-focused

Multi-Screen use

• Multi Screener percentage: 94%

• Most frequent simultaneous use of 2 or 3 screens


Basis: Onliners 14-59 years, n = 1,251

"I like looking up products on the

Internet that I've seen on TV."

Social demographics:

• 60% male

• 63% 14-39 years

Classical users (13%)


Basis: Onliners 14-59 years, n = 1,251

"I find it too tiring to use several

media at the same time."

Social demographics:

• 53% female

• 33% 50-59 years

Cluster peculiarity

• Feels parallel use too strenuous

• Low Multi Screen frequency

Multi-Screen use

• Multi Screener percentage: 45%

• Below-average proliferation of smartphones and

tablet computers

Conclusion – Multi Screen is now!

Percentages of Multi-Screen use are growing with each mobile device

sold

Multi-Screen use is the experience of media reality

There is no such thing as THE first screen.

In Multi Screen situations there is generally no

interconnection between the contents

In Multi Screen situations the focus of attention can

change several times.

Media planning recommendation: • Occupy the typical Internet entry points • Better synchronisation of TV and online plans

All results in the e-paper:

www.multi-screen.eu

Catch Me If You Can!

Thank you for your undivided attention

united internet media – catch me if you can!

Marketing

percentage of multi

multi screen total

convergent multi screen

multi screen typology

multi screen purposes

years multi screeners

multi screeners source

commercials tv multi