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The New Mul*-‐Screen World in Canada: Understanding Cross-‐Pla1orm Consumer Behaviour

November 2013

Execu*ve summary

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Mul*screen behavior among Smartphone users is pervasive and with the expected rapid growth in penetraBon of Smartphones & Tablets, mulB-‐screening is only going to grow

The device we choose is oHen driven by context, but there are consistent use cases across devices that relate in parBcular to CommunicaBons and Search

Among Smartphone users, most media Bme today is screen based – Computer, Smartphone, Tablet or TV Simultaneous device use can enhance the TV viewing experience, but can also be a distrac*on. TV itself is losing its ability to command our full aLenBon

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Execu*ve summary

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Communica*ons, Search and Mul*media are the top 3 mulB-‐screening simultaneous acBviBes among Smartphone users

Most simultaneous device use involves mul*-‐tasking, with most acBviBes being spontaneous or unplanned

For many Smartphone users, mulB-‐screening makes them feel efficient because they can act spontaneously and achieve a sense of accomplishment – this results in a feeling of “found *me”

Smartphones play a criBcal role in the path to purchase process. They are used for product reviews, store locaBon informaBon, inventory checks and purchases.

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Portable screens allow us to move easily from one device to another to achieve a task. In some cases, Smartphone users will begin researching on their Smartphone and con*nue the shopping process or even make a purchase on a different device

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Agenda

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The new mulB-‐screen world

No “silver bullet” measurement system yet 3

PuVng our devices in context 2 MulB-‐screening: Simultaneous usage 3 Simultaneous MulB-‐screening: Impact on television 4

5 SequenBal MulB-‐screening: Shopping

6 ImplicaBons of MulB-‐screening behaviour

Smartphone Penetra*on Across Canada

Source: Ipsos Mobil-‐ology l August 2013, Among Online Adults, Ipsos iSay Panel l NaBonal n=28,000 / West n=8.500 / Ontario n=11,000 / Quebec n=6,300 / AtlanBc n=2,200

55% 53%

42% 44%

NATIONAL

WES

T

ON

TARI

O

QU

EBEC

ATL

AN

TIC

50%

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Virtually every Smartphone user also uses a PC

Smartphone

100% Computer

99%

Television

88%

Tablet

39%

Base: All Respondents (n=2058) Which, if any, of the following devices do you use?

The new mul*-‐screen world

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Majority of our daily media interac*ons are screen based

Base: All Device InteracBons – Computer (n=2033); Smartphone (n=2058); Tablet (n=772); TV (n=1763) Q2. If you were to esBmate, in a typical day (weekday or weekend), how much Bme do you spend using each of the following types of devices and media pla1orms for personal (non-‐work related) acBviBes? 8

Smartphone Computers Tablet Television

On average we spend

7.1 hours of our leisure Bme in

front of these 4 screens each day

* Also includes MP3 Players, eReaders & Gaming Consoles

of all device/pla1orm interacBons are screen based*

86%

of all media interacBons are non-‐screen based

15% Radio Newspaper Magazine

14%

Our *me online (outside of email) is spread between 4 primary media devices

Base: Among those who have used devices to go online for personal Computer (n=2017); Smartphone (n=2058); Tablet (n=719); Smart TV (n=264). Q3. And again, if you were to esBmate, in a typical day, how much Bme do you spend using each of the following types of devices to go online for reasons other than reading or sending email? Please consider this only for personal (non-‐work related) use.

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Smart TV (19%)

Minutes 105

Tablet (39%)

Minutes

52

Avg. *me spent per day

(among those who use device)

Smartphone (100%)

Minutes

57 Computer (99%)

Minutes 138

PuYng our devices in context

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Base: Computer users for personal acBviBes (n=2033) Q6. How oHen do you perform each of the following acBviBes in a typical week on your Computer, for personal (non-‐work related) acBviBes? Base: Use Computer for personal acBviBes (n=2033) Q2. If you were to esBmate, in a typical day (weekday or weekend), how much Bme do you spend using each of the following types of devices and media pla1orms for personal (non-‐work related) acBviBes? / Base: Use Computer for personal acBviBes and spend 1 minute or more using device on a typical day (n=2017). Q4. And typically, where are you when you use each of these types of devices?

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190 Minutes spent using a PC in average day

32%

68%

Out of home

At home

Computers keep us connected & produc*ve

80% Communica)ng

67% Searching

61% Social Networking

52% Media (not watching)

50% Personal Affairs

38% Reading

32% Watching

20% Shopping

Base: Computer users for personal acBviBes (n=2058) Q5. How oHen do you perform each of the following acBviBes in a typical week on your Smartphone , for personal (non-‐work related) acBviBes? Base: Use Smartphone for personal acBviBes (n=2058) Q2. If you were to esBmate, in a typical day (weekday or weekend), how much Bme do you spend using each of the following types of devices and media pla1orms for personal (non-‐work related) acBviBes? / Base: Use Smartphone for personal acBviBes and spend 1 minute or more using device on a typical day (n=2058). Q4. And typically, where are you when you use each of these types of devices?

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Smartphones keep us connected & entertained

56%

44%

Out of home

At home

96 Minutes spent using a

Smartphone in average day

84%

Communica)ng

55%

Media (not watching)

47% 40% 32% 22% 15% 10%

Social Net.

Searching

Personal Affairs

Reading

Watching

Shopping

Base: Computer users for personal acBviBes (n=772) Q7. How oHen do you perform each of the following acBviBes in a typical week on your Tablet, for personal (non-‐work related) acBviBes? Base: Use Tablet for personal acBviBes (n=772) Q2. If you were to esBmate, in a typical day (weekday or weekend), how much Bme do you spend using each of the following types of devices and media pla1orms for personal (non-‐work related) acBviBes? / Base: Used Computer for personal acBviBes and spend 1 minute or more using device on a typical day (n=719). Q4. And typically, where are you when you use each of these types of devices?

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Tablets are the ul*mate mul*-‐purpose device

26%

74%

Out of home

At home 76 Minutes spent using a Tablet in average day

44%

Communica)ng 43%

Media (not watching)

43% 38% 26% 21% 21% 13%

Social Net.

Searching

Personal Affairs

Reading

Watching

Shopping

Mul*-‐screening: Simultaneous usage

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There are two modes of mul*-‐screening

Sequen*al Usage Moving from one device to

another at different Bmes to accomplish a task

Simultaneous Usage Using more than one device at the same Bme for either a related or an unrelated acBvity

MulB-‐tasking -‐ Unrelated acBvity Complementary Usage -‐ Related acBvity

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Simultaneous Ac*vity has become a natural occurrence among Smartphone users

Base: All respondents (n=2058) / Base: Respondents that use at least two devices at the same Bme (from a pool of the 4 devices – Smartphone, Tablet, Computer or TV) (n=1797): Q10. And if you were to esBmate, how much Bme in a typical week would you spend using a... at the same Bme? 16

87% ParBcipate in some form of simultaneous device use at

least once a week

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hours/week 5.0 Results based on most frequent device pairings

91% among 18-‐34 years old

Female 5.2 hrs/wk

(vs 4.0 Male)

<$55K 6.3 hrs/wk

(vs 4.5 $55K+)

35-‐54 5.4 hrs/wk

(vs 4.7 <35yrs & 4.6 >55yrs+)

Base: Own both devices within pair : Tablet/Computer (n=758); Tablet/Smartphone (n=772); TV/Computer (n=1744); TV/Tablet (n=676); Smartphone/Computer (n=2033); Smartphone/TV (n=1763); Q9. And in a typical week, how oHen do you use each of the following combinaBons of devices at the same Bme?

TVs are the common device among the most popular simultaneous device pairings

Results based on most frequent device pairings

Television Computer Smartphone Tablet

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Television

Computer

Smartphone

Tablet

65%

61%

58%

55%

45%

37%

Base: Use at least two devices at the same Bme (n=1797) Q16. Typically, what acBviBes are you doing on your … that spur you to use your ….? Q17. And typically, what acBviBes do you conBnue or follow up on your … when you use your …. at the same Bme?

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2nd Device AcBvity:

Searching/ Browsing

CommunicaBng

MulBmedia

Searching/Browsing

Personal Affairs

Social Networking

Watching

Shopping

Most source ac*vi*es lead to search on the 2nd device

59%

55%

53% 52%

47%

45%

41%

39%

Reading

And one-‐quarter of simultaneous device ac*vi*es have a local orienta*on

Base: Use at least two devices at the same Bme (n=1797) Q11. When you use a... at the same Bme, what percentage of your acBviBes relate to your local area? 19

25%

Simultaneous Mul*-‐screening: Impact on television

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TV viewing is becoming increasingly distracted

Base: TV/Smart TV Users (2033). Q8. In a typical week, how oHen do you use the following devices with at least one other device at the same Bme? Base: All Respondents (2058) Q22. What follows are a series of statements people have made about using devices available in the market today. Please indicate the extent to which you agree or disagree with each. 21

I never feel bored watching TV, I pass the Ame using another device 41%

I’ll watch shows & movies on any device 25%

When I watch TV, I always have my Smartphone, Tablet or PC 51%

30%

17%

15%

5%

9%

24%

67% Once a week or more

MulBple Bmes a day

Once a day

Few Bmes a week

Once a week

Less oHen

Never

freq

uency of simultane

ously

usin

g a TV

with

ano

ther device

TV viewing is becoming increasingly distracted

Base: Use Computer/TV/Smartphone/Tablet with another device, Computer (n=1121), TV (n=936), Tablet (n=423) & SP (n=1114) Q13. When you are using a ... at the same Bme are the acBviBes you are engaged with on each device typically related or unrelated? 22

72% 61% 61% 54%

18%

19% 22% 22%

9% 20% 17% 24%

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Computer Television Tablet Smartphone

Unrelated

Equal

Related

Sequen*al Mul*-‐screening: Shopping

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Mul*-‐screening is becoming more common place within the shopping cycle

of us on a weekly basis will start shopping on one device and conBnue on another

37%

Base: All Respondents who shopped or research something to purchase on a Computer, Smartphone or Tablet (n=1955). Q19. And now thinking about when you are shopping/researching something you might buy, how oHen in a typical week would you use the following devices at the same Bme to perform that acBvity? 24

39%

29% Another Device

31% In-‐store

58% Start on a Tablet

Consumers take a mul*-‐device path to purchase (in order to truly measure the effec*veness of a digital campaign, tracking cross device behaviour is impera*ve)

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And end their path to purchase on…

14% Another Device

31% In-‐store

81% Start on a Computer

40% Another Device

37% In-‐store 43% Start on a

Smartphone

Base: Use Device, Computer (n=2033); Tablet (n=772); Smartphone (n=2058) / Use Computer/Smartphone/Tablet with another device & shop on at least one of the devices, Computer (n=1649); Tablet (n=447) ; Smartphone (n=892) Q21. Changing gears, thinking about when you are shopping/researching something you might buy, how oHen in a typical week would you start, and then conBnue or finish (by making a purchase or visiBng a store) in any of the following ways?

Purchases

28%

Smartphones play an important role within the path to purchase process

Base: Smartphone users (All Respondents) (n=2058) & Base: Among Smartphone Users who use their phone while shopping (n=1189 – weighted base) Q24. Generally speaking, how do you typically use your Smartphone when shopping? 26

58% Typically use their

Smartphone in some manner while shopping

33% Store Info/Inventory

62% LocaBon

37% PromoBon/Coupon

68% Review Product Info

And within this context, they are facilita*ng purchases

Base: Smartphone Users (All Respondents) (n=2058) Q24. Generally speaking, how do you typically use your Smartphone when shopping? / Base: Smartphone Users (All Respondents) (n=2058) Q25. How oHen would you use your Smartphone while in a store to help with your shopping? / Base: Smartphone Users (All Respondents) (n=2058) & Base: Smartphone Users who use their Smartphone in a store while shopping (n=820, weighted base) Q26. Thinking about the last Bme you used your Smartphone in a store to help with your shopping, where, if at all, did you make your final purchase? / Base: Smartphone Users (All Respondents) (n=2058) Q22. What follows are a series of statements people have made about using devices available in the market today. Please indicate the extent to which you agree or disagree with each.

58%

Typically use their Smartphone in some

manner while shopping

52%

Use their Smartphone in a store

while shopping

39%

Made a purchase the last Bme they used their Smartphone in a store

while shopping

57% 17% 26%

Same store where originally used SP Different store On a device

23% Smartphones are a great way to shop 23% I feel comfortable using my smartphone to make a purchase

locaBo

n of purchase

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Mobile adver*sing plays a role propelling the Smartphone based purchase cycle

Base: Among Smartphone Users.(n=2058) Q27. Which of the following types of mobile adverBsing do you recall seeing on your Smartphone in the past month? / Base: Respondents that recall mobile adverBsing on a Smartphone (n=867) Q29. How oHen have you taken each of the following acBons as a result of seeing a mobile ad of any type on your Smartphone? 28

Recall seeing a mobile ad within the past month

Looked for more info 24%

Made a purchase 22%

Called the adver*ser/store 13%

Steps taken as a result of seeing mobile ad

Visited Website/ Store 21%

AD

42%

Base: Smartphone users that recall mobile adverBsing (n=867, weighted base) Q27. Which of the following types of mobile adverBsing do you recall seeing on your Smartphone in the past month? / Base : Smartphone users that recall each type of adverBsing , In App (n=437); Video Ad (n=200); LocaBon (n=124) Q28. What follows is a list of different types of mobile adverBsing you have seen on your Smartphone. Please rate each on the following on a 7-‐point scale where 7 means you found the mobile adverBsing to be very appealing, and 1 means you found it not at all appealing

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Recall seeing form of

mobile ad 53% 16% 22%

Find form of adverBsing appealing

In App Video Ad Ads based on loca*on

14% 30% 42%

Situa*onally relevant adver*sing holds more appeal (Some forms of mobile adver*sing that generate the highest appeal are also the least recalled ads)

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