1. TheNewMul*-ScreenWorldinCanada: UnderstandingCross-Pla1ormConsumerBehaviourNovember2013

2. Execu*vesummary Mul*screenbehavioramong Smartphoneusersispervasive andwiththeexpected rapidgrowthin penetraBonof Smartphones&Tablets, mulB-screeningisonly goingtogrow1ThedevicewechooseisoHen drivenbycontext,butthereare consistentusecasesacross devicesthatrelatein parBcularto CommunicaBons andSearch 3224AmongSmartphone users,mostmedia Bmetodayisscreen basedComputer, Smartphone,Tabletor TV Simultaneousdeviceusecanenhance theTVviewingexperience,butcan alsobea distrac*on.TVitselfislosing itsabilitytocommandour fullaLenBon 3. Execu*vesummary5Communica*ons,Search andMul*media arethetop3mulB- screeningsimultaneous acBviBesamong Smartphoneusers79 3FormanySmartphoneusers,mulB- screeningmakesthemfeelecient becausetheycanact spontaneouslyandachieve asenseofaccomplishment thisresultsina feelingoffound*me6Mostsimultaneousdeviceuse involvesmul*-tasking,with most acBviBes being spontaneous orunplanned8SmartphonesplayacriBcalrolein thepathtopurchaseprocess.They areusedforproductreviews,store locaBoninformaBon,inventory checksandpurchases. Portablescreensallowustomoveeasilyfromonedevicetoanothertoachieve atask.Insomecases,Smartphoneuserswillbeginresearchingontheir Smartphoneandcon*nuetheshoppingprocessorevenmakeapurchaseona dierentdevice 4. Agenda1 2 3 4 5 6 3ThenewmulB-screenworld PuVngourdevicesincontext MulB-screening:Simultaneoususage SimultaneousMulB-screening:Impactontelevision SequenBalMulB-screening:Shopping ImplicaBonsofMulB-screeningbehaviour Nosilverbulletmeasurementsystemyet4 5. SmartphonePenetra*onAcrossCanada44%ATLANTICONTARIONATIONAL42%WEST50%53%QUEBEC55%Source:IpsosMobil-ologylAugust2013,AmongOnlineAdults,IpsosiSayPanellNaBonaln=28,000/Westn=8.500/Ontarion=11,000/Quebecn=6,300/AtlanBcn=2,200 6. VirtuallyeverySmartphoneuseralsousesaPC99% 100%39% TabletComputer88% Smartphone6Base:AllRespondents(n=2058)Which,ifany,ofthefollowingdevicesdoyouuse?Television 7. Thenew mul*-screenworld7 8. Majorityofourdailymediainterac*onsarescreenbased86% SmartphoneComputersTabletTelevisionofalldevice/pla1orm interacBonsarescreenbased*Onaveragewespend15 14% RadioNewspaperMagazineofallmedia interacBonsare non-screenbased7.1hoursofourleisureBmein frontofthese4screens eachday*AlsoincludesMP3Players,eReaders&GamingConsoles8Base:AllDeviceInteracBonsComputer(n=2033);Smartphone(n=2058);Tablet(n=772);TV(n=1763)Q2.IfyouweretoesBmate,inatypicalday(weekdayorweekend),howmuch Bmedoyouspendusingeachofthefollowingtypesofdevicesandmediapla1ormsforpersonal(non-workrelated)acBviBes? 9. Our*meonline(outsideofemail)isspread between4primarymediadevicesAvg.*me spentperday (amongthosewhousedevice)105 5752 Minutes138MinutesMinutes Computer(99%)SmartTV(19%)Minutes Smartphone (100%)Tablet(39%) 9Base:AmongthosewhohaveuseddevicestogoonlineforpersonalComputer(n=2017);Smartphone(n=2058);Tablet(n=719);SmartTV(n=264).Q3.Andagain,ifyouwere toesBmate,inatypicalday,howmuchBmedoyouspendusingeachofthefollowingtypesofdevicestogoonlineforreasonsotherthanreadingorsendingemail?Please considerthisonlyforpersonal(non-workrelated)use. 10. PuYngour devicesincontext10 11. Computerskeepusconnected&produc*ve 80% Communica)ng 67% Searching 61% SocialNetworking 52% Media(notwatching) 1150% PersonalAairs 38% Reading 32% Watching 20% Shopping 190 Minutesspent usingaPCin averageday32%Outofhome68% AthomeBase:ComputerusersforpersonalacBviBes(n=2033)Q6.HowoHendoyouperformeachofthefollowingacBviBesinatypicalweekonyourComputer,forpersonal(non-workrelated)acBviBes? Base:UseComputerforpersonalacBviBes(n=2033)Q2.IfyouweretoesBmate,inatypicalday(weekdayorweekend),howmuchBmedoyouspendusingeachofthefollowingtypesofdevicesandmedia pla1ormsforpersonal(non-workrelated)acBviBes?/Base:UseComputerforpersonalacBviBesandspend1minuteormoreusingdeviceonatypicalday(n=2017).Q4.Andtypically,whereareyouwhen youuseeachofthesetypesofdevices? 12. Smartphoneskeepusconnected&entertained 84% Communica)ng 55% Media (notwatching) 47% 40% 32% 22% 15% 10% 12SocialNet. Searching PersonalAairs Reading Watching96Minutesspentusinga Smartphonein averageday56%Outofhome44%AthomeShoppingBase:ComputerusersforpersonalacBviBes(n=2058)Q5.HowoHendoyouperformeachofthefollowingacBviBesinatypicalweekonyourSmartphone,forpersonal(non-workrelated)acBviBes? Base:UseSmartphoneforpersonalacBviBes(n=2058)Q2.IfyouweretoesBmate,inatypicalday(weekdayorweekend),howmuchBmedoyouspendusingeachofthefollowingtypesofdevicesand mediapla1ormsforpersonal(non-workrelated)acBviBes?/Base:UseSmartphoneforpersonalacBviBesandspend1minuteormoreusingdeviceonatypicalday(n=2058).Q4.Andtypically,where areyouwhenyouuseeachofthesetypesofdevices? 13. Tabletsaretheul*matemul*-purposedevice44% Media(notwatching) 43% 43% 38% 26% 21% 21% 13% 13Communica)ng Searching SocialNet. Reading WatchingPersonalAairs76Minutesspent usingaTabletin averageday26%Outofhome74% AthomeShoppingBase:ComputerusersforpersonalacBviBes(n=772)Q7.HowoHendoyouperformeachofthefollowingacBviBesinatypicalweekonyourTablet,forpersonal(non-workrelated)acBviBes? Base:UseTabletforpersonalacBviBes(n=772)Q2.IfyouweretoesBmate,inatypicalday(weekdayorweekend),howmuchBmedoyouspendusingeachofthefollowingtypesofdevicesandmedia pla1ormsforpersonal(non-workrelated)acBviBes?/Base:UsedComputerforpersonalacBviBesandspend1minuteormoreusingdeviceonatypicalday(n=719).Q4.Andtypically,whereareyou whenyouuseeachofthesetypesofdevices? 14. Mul*-screening: Simultaneoususage14 15. Therearetwomodesofmul*-screening SimultaneousUsageUsingmorethanonedeviceatthesameBme foreitherarelatedoranunrelatedacBvityMulB-tasking-UnrelatedacBvitySequen*alUsageMovingfromonedeviceto anotheratdierentBmesto accomplishatask15ComplementaryUsage-RelatedacBvity 16. SimultaneousAc*vityhasbecomeanaturaloccurrence amongSmartphoneusers87 ParBcipateinsomeformof simultaneousdeviceuseat leastonceaweek 91%among18-34yearsold