Thinkbox screen life multiscreening stats
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Transcript of Thinkbox screen life multiscreening stats
Screen Life: the view from the sofa
Contents
1) Intro to Screen Life
2) Quantitative findings & some TP4
3) Summary of findings and contacts
What is Screen Life?
New research from Thinkbox
In-depth look at the role of multi-screening in UK households
Real behaviour filmed in real homes
A snapshot of today’s families: latest kit, behaviours & implications for TV advertising
Investigating the relationship between multi-screening, attention & engagement
Screen Life: the quantitative study
A research partnership between Thinkbox and Cog to understand multi-screening behaviour
Quant survey:
- 1,003 online survey (a nationally representative sample of GB online adults 16+)
- Who is a multi-screener?
- Why do they multi-screen?
- How do they differ from an average TV viewer?
- What genres do they interact most with?
What exactly is multi-screening?
TV partnered by another, wireless, internet device – such as phone or laptop
Multi rather than dual screening: we are often surrounded by more than one device, e.g. phone + laptop, phone + tablet
Attention easily flicks between devices
Who is multi-screening?
Topline UK population figures: how many multi-screen?
UK population Online Population Multi-screening Population0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
62,698,000
50,786,000
43,676,000
mm
m
Source: ONS population stats, IAB online penetration figures, Screen Life quant survey
81% of the online UK population multi-screen which mean that 70% of the total UK population have ever multi-screened.
Multi-screeners by demograph: who’s doing it?
Online adults Male Female 16-24 25-34 35-44 45-54 55+0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0.810.75
0.860.93
0.890.85
0.81
0.64
% w
ho
cla
im t
o m
ult
i-s
cre
en
Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
Multi-screeners split by age and sex
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
88%95%
89% 89%
79%
93%84%
78%
63% 65%
% w
ho
cla
im t
o m
ult
i-s
cre
en
Online Males Online Females
16-24s 25-34s 35-44s 45-54s 55+
Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
Multi-screeners: age and gender profile
55%
45%Male
Female
8%
17%
27%22%
27%
16-24
25-34
35-4445-54
55+
Male multi-screeners Female multi-screeners
19%
27%
22%
20%
11%16-24
25-34
35-44
45-54
55+
Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
37%
36%
27%Less often
Sometimes
Almost always/quite a lot
% a
s a
pro
po
rtio
n o
f a
ll m
ult
i-s
cre
en
ers
How often are people claiming to multi-screen?
Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
26%
31%19%
17%
7%12%
18%
25%
22%
24%
Age and gender profile of the heaviest multi-screeners
61%
39%Male
Female
16-24
25-34
35-4445-54
55+
Male heavy multi-screeners Female heavy multi-screeners
16-24
25-3435-44
45-54
55+
Source: Screen Life quant survey. Respondents who said they multi-screen ‘almost always’ or ‘quite a lot’
Time
How does multi-screening pan out across the day? Adults
Source: Touchpoints 2012 – Adults who have internet access at home
6:0
0
6:3
0
7:0
0
7:3
0
8:0
0
8:3
0
9:0
0
9:3
0
10
:00
10
:30
11
:00
11
:30
12
:00
12
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13
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13
:30
14
:00
14
:30
15
:00
15
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16
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16
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17
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18
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18
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19
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19
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20
:00
20
:30
21
:00
21
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22
:00
22
:30
23
:00
23
:30
0
5
10
15
20
25
30
35
40
45
50 Watching TV
Watching TV and internet use
Watching TV and social networking
Ave
. dai
ly %
of
adu
lts
Time
How does multi-screening pan out across the day? 15-24s
Source: Touchpoints 2012 – 15-24s who have internet access at home
6:0
0
6:3
0
7:0
0
7:3
0
8:0
0
8:3
0
9:0
0
9:3
0
10
:00
10
:30
11
:00
11
:30
12
:00
12
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13
:00
13
:30
14
:00
14
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15
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15
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16
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17
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18
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20
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20
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21
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21
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22
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22
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23
:00
23
:30
0
5
10
15
20
25
30
35
40
45
50 Watching TV
Watching TV and internet use
Watching TV and social networking
Ave
. dai
ly %
of
15-2
4s
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
88%
66%
29%
52%
35%
16%
88%
67%
30%
53%
34%
18%
83%
68%
34%
54%
32%
21%
Online adults All multi-screeners Heavy multi-screeners
Why do multi-screeners watch TV?
Tell us the main reasons you watch TV?
I prefer to watch programmes the same time as family / friends even if they are not in same room0
20
40
60
80
100
120
140
160
100100 107
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Multi-screeners prefer to watch TV with friends & family
What technology are people using to multi-screen?
What kind of technology do multi-screeners own?
Laptop Desktop PC Smartphone Tablet 3D TV Internet connected
TV
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
82%
67%
55%
19%
7%
18%
87%
64% 60%
21%
7%
21%
91%
61%
70%
26%
10%
30%
Online adults All multi-screeners Heavy multi-screeners
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
What proportion of multi-screeners use Zeebox?
Have you ever used Zeebox before?0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
10%12%
20%
Online adults All multi-screeners Heavy multi-screeners
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
What do multi-screeners do when watching TV?
% A
gre
e f
rom
qu
an
t su
rve
y
16-24 24-34 35-44 45-54 55+0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Any interaction
Text about TV progs
Chat on social networking sites about TV progs
Chat on messenger about TV progs
Online chat by device type – split by age
Source: Do you ever chat about programmes on TV via the following ways…?
Text about TV progs Chat on social networking sites about TV progs
Chat on messenger about TV progs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51%
39%
22%
60%
46%
28%
70%61%
40%
Online adults All multi-screeners Heavy multi-screeners
Source: Screen Life quant survey. Do you ever chat about programmes on TV via the following ways…?
% A
gre
e f
rom
qu
an
t su
rve
yOnline chat by device type – split by multi-screeners
Multi-screeners like to chat online about their viewing
When I am watching a programme I like to chat online about what I am watching0
50
100
150
200
250
100
140
230
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
What else do people do with devices whilst watching TV?
Base: Screen Life quant survey
What differentiatesmulti-screeners from the online population?
Multi-screeners more keen to connect with friends about TV
I would like to know more about what TV programmes my friends have been watching0
20
40
60
80
100
120
140
160
100107
127
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Multi-screeners use devices to research TV programmes
Do you use a tablet, phone or laptop to research the TV programmes you are watching? 0
20
40
60
80
100
120
140
160
100
119
138
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Multi-screeners have a greater trust in TV advertising
I trust the advertising I see on the television0
20
40
60
80
100
120
140
160
100
109
145
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Multi-screeners more likely to be brand advocates
I often recommend things I have seen advertised on the television0
20
40
60
80
100
120
140
160
100
109122
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Multi-screeners more likely to follow up links from ads
Do you use a phone, tablet or computer to follow up links from programmes and ads? 0
20
40
60
80
100
120
140
160
100
117
150
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Multi-screeners believe they see or hear more ads
Do you feel that using the device means you see or hear more ads than you used to?0
20
40
60
80
100
120
140
160
180
200
100112
176
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
They believe they still take in ads whilst multi-screening
Do you think you still know what an ad is about even if you are on your device while it is playing?0
20
40
60
80
100
120
140
160
100
112
145
Online adults All multi-screeners Heavy multi-screeners
Ind
ex v
ersu
s o
nli
ne
adu
lts
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Multi-screeners believe they ‘meerkat’ the most
When watching TV how much of the time are you ‘meerkating’? ...0
20
40
60
80
100
120
140
160
100105
135
Online adults All multi-screeners Heavy multi-screeners
Online interaction by genre & the effect on viewing
Share of online interaction/chat based by genre: all
17.1%
16.9%
13.4%11.5%
9.2%
7.9%
6.2%
6.1%
6.0%5.7% Reality shows
Talent shows
Sport
Soaps
Music
News
Game shows
Entertainment
Documentaries
Cookery
Base: Screen Life quant survey. Respondents who claim to chat about or interact with (online) certain TV genres.
All Multi-screeners
Heavy Multi-screeners
Base: Screen Life quant survey. Respondents who claim to chat about or interact with (online) certain TV genres.
Share of online interaction/chat based by genre: heaviest
15.1%
15.7%
12.0%
11.9%
9.3%
7.5%
8.2%
7.0%
6.3%
7.0% Reality shows
Talent shows
Sport
Soaps
Music
News
Game shows
Entertainment
Comedy
Cookery
Chatting online whilst watching TV increases enjoyment
Online adults
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
48% 45% 7%
Heavy Multi-screeners 55% 41% 4%
Agree Neutral Disagree
Do you feel that chatting or commenting about a programme you are watching makes you enjoy it more?
All Multi-screeners 50% 44% 6%
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Online conversation drives live TV viewing
If you often chat or comment on a programme does that mean you try and watch it live?
Online adults
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
38% 43% 19%
Heavy Multi-screeners 45% 41% 14%
Agree Neutral Disagree
All Multi-screeners 39% 43% 18%
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
Social media chatter about programmes can drive viewing
Do you sometimes end up watching a programme because others are commenting on it?
Online adults
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25% 48% 27%
Heavy Multi-screeners 42% 39% 19%
Yes Sometimes No
All Multi-screeners 26% 49% 25%
Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
What we discovered…some highlights
Word of Mouth:Multi-screening drives WOM online and drives live viewing
Interaction:Multi-screening enhances enjoyment through increased interaction. TV is a key driver of multi-screening behaviour online. It keeps us in the room
Commercial Opportunity:There is a largely untapped potential for broadcasters and advertisersMulti-screening does not affect attention adversely & has no effect on brand recognition