The New Multi-screen World:Understanding Cross-platform Consumer BehaviorAugust 2012

Executive summary1 We are a nation ofmulti-screeners. Mostof consumers media time 2 The device we choose to use is often driven by our context: where we are, what we want totoday is spent in frontaccomplish and the amount ofof a screen computer,time neededsmartphone, tablet and TV3 There are two mainmodes of multi-screening:Sequential screeningwhere we move between devices.Simultaneous screening 4 TV no longer commands our full attention as it has become one of thewhere we use multiplemost common devices that is useddevices at the same time simultaneously with other screens 2 Executive summary5 Portable screens allow usto move easily from onedevice to another to achieve 6The majority of the timesthat we use devicessimultaneously, oura task. Search is the most common attention is split betweenbridge between devicesdistinct activities onin this sequential usage each device7 Smartphones are the 8backbone of our daily media Multiple screens make us feelinteractions. They have the more efficient because we canhighest number of user act spontaneously and get a sense ofinteractions per day and serve accomplishment this results in a feelingas the most common starting of found timepoint for activities acrossmultiple screens3 Research objectivesGain a deep understanding of consumer media behavior over a 24-hour period, specifically with regard to:How is media usedHow do activitiesin daily life? on one screen impact another?What are consumersHow is mobile usedmotivations in engagingin conjunction withwith media?other screens?How are consumersWhat is the roleusing multiple screens toof search amongaccomplish their tasks?multiple devices4 What did we do? In partnership with Sterling Brands and Ipsos this research was conducted in two phases:Qualitative phase: mobile text diaries, online bulletinboards and in-home interviews in LA, Boston and Austin 1611 ParticipantsQuantitative phase:Participants logged each of their traditional 9,974and digital media interactions in a mobile diary Entriesover a 24 hour period. A survey probing further into observed behavior was deployed the day 15,738following diary participationMedia InteractionsParticipants were given an online survey to understand attitudes and behaviors associated 7955 Hours of activitywith various digital activities, specificallywhen using multiple screensResearch conducted in Q2 2012 *Note: Smartphone, PC and TV users aged 18-64 were participated. While participants were not screened in on tablet usage, 41% reported using the device 5 AgendaMulti-screen behavior moves mainstreamPutting our devices in contextThe two modes of multi-screeningSequential usageSimultaneous usageThe changing role of television in a multi-screen worldFound timeMulti-screen and shoppingImplications for businesses6 The newmulti-screen world 7 Majority of our daily media interactions are screen based90% SmartphoneLaptop/PC Tablet Televisionof all media interactions arescreen based On average we spend 10% 4.4 hours RadioNewspaper Magazineof all media of our leisure time ininteractions front of screens each dayare non-screen based Base: Base: All Device Interactions PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine. 8 Our time online is spread between4 primary media devicesAvg. time spentper interaction 43Minutes39 Minutes30TV Minutes17 PC/Laptop MinutesTabletSmartphone Base: All Interactions (15738). Q. How long did you do this activity? 9 Putting ourdevices in context 10 Context drives device choiceToday consumers own multiple devices and move seamlessly between them throughout the dayThe device we choose to useat a particular time is oftendriven by our context: Our locationThe amount of time wehave or needThe goal we wantOur attitude and state of mindto accomplish 11 Computers keep us productive and informed Context: Office or home use 24% of our daily media 31% Out of home Productive, task-oriented Requires lots of time & focus Serious, research interactions occur on a PC 69% At home intensive attitude PC use is motivated by: Finding Information 40% Keep up to date 29% Base: All Interactions (15738). Q. Which of the following did you use? Base: Total PC Interactions (3817). Q. Which activities did you do on your PC/laptop? Q. Did you do this to...? Q. Were you Note: Out-of-Home represents net of the following: on-the go, in-store, at work and somewhere else12 Smartphones keep us connectedContext:38%of our daily media interactions 40%Out of home On-the-go as well as at homeoccur on a smartphoneSmartphone use is motivated by:60%At home Communicate and connect Short burstsCommunication54% of time Entertainment33% Need info quickly and immediatelyBase: All Interactions (15738). Q. Which of the following did you use? Base: Total Smartphone Interactions (6057) Q. Which activities did you do on your smartphone? Q. Did you dothis to...? Q. Were you... Note: Out-of-Home represents net of the following: on-the go, in-store, at work and somewhere else 13 Tablets keep us entertainedTablet use is motivated by:Entertainment63% 21%Out ofhomeCommunication32%Context: Primarily used 79%At home at home 9% Entertainmentof our daily and browsingmedia interactions Unbounded sense of timeoccur on tablets Relaxed and leisurely approachBase: All Interactions Among Tablet Users (6305). Q. Which of the following did you use? Base: Total Tablet Interactions (542). Q. Which activities did you do on your tablet? Q. Didyou do this to...? Q. Were you... Note: Out-of-Home represents net of the following: on-the go, in-store, at work and somewhere else14 Consumer viewpoints on device differencesMy phone... I consider it my personal device, my go-todevice. Its close to me, if I need that quick, precise feedback.When I need to be more in depth, thats when I start usingmy tablet. The other part of it is where I disconnect frommy work life and kind of go into where I want to be at themoment...... Im totally removed from todays reality. I cantget a phone call, I dont check my email its my dream world.And then moving to the laptop, well, for me thats business.Thats work. I feel like Ive got to becrunching numbers or doing something.- Bradley15 Two main modesof multi-screening 16 There are two modes of multi-screeningSequential UsageMoving from one device toanother at different times to accomplish a task Simultaneous Usage Using more than one device at the same timefor either a related or an unrelated activityMulti-tasking - Unrelated activity Complementary Usage - Related activity17 Sequential screening is common & mostly completed within a day90%Use multiple screenssequentially toaccomplish a taskover time98% move between devices that same dayBase: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on adifferent device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on onedevice and continue the activity on another device?18 Top activities performed whensequentially screening between devices 81%72% 67%63% 46% 43%43% BrowsingSocial ShoppingSearching Managing Planning Watching anthe Internet NetworkingOnlinefor Info Finances a Trip Online VideoBase: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one deviceand then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select I have notdone this. 19 Smartphones are the most commonstarting place for online activitiesStarted onsmartphone 65%63%65% 47%59%66% 56%SearchingBrowsingShoppingPlanning Managing Social Watching an for Info the InternetOnline a Trip Finances Networking Online Video Continued on a PC 60%58%61% 45%56%58% 48% Continued on a tablet 4% 5% 4%3% 3% 8%8% Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select I have not done this. 20 PCs are most often a starting point formore complex activitiesStarted on aPC/laptop 29% 30%25% 38%34%30% 34% SearchingBrowsingShoppingPlanning Managing Social Watching anfor Info the InternetOnline a Trip Finances Networking Online VideoContinued ona smartphone23%24%19% 31%29%27% 24%Continuedon a tablet 6% 6% 5%7% 6% 4%10%Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041),Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity onanother device. Please select which device you started and then continued on. If you have not done this, select I have not done this. 21 Tablets are most often a starting pointfor shopping and trip planningStarted ona tablet 7%7% 11% 15%7% 4%11% SearchingBrowsingShoppingPlanning Managing Social Watching anfor Info the InternetOnline a Trip Finances Networking Online VideoContinued ona smartphone1% 1% 0%1% 1% 2%2% Continued on a PC6% 6% 10% 14%6% 3%9%Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041),Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity onanother device. Please select which device you started and then continued on. If you have not done this, select I have not done this. 22 Consumers rely on search to movebetween devices SearchingBrowsingShoppingWatching anfor Info the InternetOnline Online VideoSearch again on thesecond device 63%61% 51% 43%Directly navigating tothe destination site52% 58% 48% 43%Via email / sendinga link to myself49% 45% 31% 30%Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q. You mentioned that you havestarted each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this. 23 We also multi-screen by using more thanone device simultaneouslyWe use an average of three different screen combinations every day81% 66%66%Smartphone & TelevisionSmartphone & Laptop/PC Laptop/PC & Television Base: Total Respondents (1611) Q. Now, we would like to learn about how you use various devices at the same time. Please think about the specific devices listed below when answering. How often do you use more than one device at the same time (i.e., watching TV while using your PC or laptop)?24 Smartphones are the most frequentcompanion devices during simultaneous usage 57% 77% of the time when wereof the time when were using a smartphone, were using a TV, were using using another deviceanother device 28% with 29% with 49% with34% with a PC/laptopa television a smartphonea PC/laptop 75% of the time when were using a tablet, were using another device 67% of the time when were using a PC, were using another device35% with44% with 45% with32% witha smartphonea television a smartphonea televisionBase: All Device Interactions Smartphone (6057); TV (3592); Tablet (542); PC/Laptop (3817). Q. Which of the following did you use? Q. What else did you use at the same time?25 Top activities performed during simultaneous screen usage60%44%Internet Browsing42% Social Networking 25% Playing a Game Emailing 23%Searching 15%Work Documents 9%Watching VideoBase: Multi-Screen Occasions (4486) Q. Which activities did you do on your [DEVICE]?26 Most consumers are multi-tasking andjuggling different activities at the same time78% of simultaneoususage is multi-taskingKey multi-tasking device combinations PC + Smartphone 92% TV + PC 92% TV + Smartphone 90% TV + Tablet 89%I do find myself being distracted from what Im watching a lot more, now that I have these devices. Ill find myself,just out of habit, picking up the touchpad or the phone and deciding to search on the internet for a little bit.Ive never understood why I do it, but I just do it in the middle of a TV show, and start searching... Its frustrating thatI do it though, because you feel like you dont stay as engaged with the show that youre watching. - BradleyBase: Ever Use Devices at Same Time (floating bases) Q. Thinking about how you use each of these device combinations, please indicate how you use each combination mostoften. Do you mostly use the devices to multi-task (each device is used for a separate activity), to complement each other (to do the same or related activity), or to do bothequally? Base: Total Answering Follow-Up Occasion PC/Laptop: (446); Smartphone (575). Q. Was the activity you were doing on your [SECONDARY DEVICE] related to youruse of a [PRIMARY DEVICE]? 27 Consumers are also conductingcomplementary activities across screens 22% of simultaneous usage is complementary Key complementary device combinationsTV + Tablet40%PC + Smartphone36%TV + Smartphone35% TV + PC 32%It depends on the program like with certain programs like The Wire I was really into what other people weresaying about it. So I would go on to the blogs and you know, what did you guys think about this and stuff like that.Or if theres an actress that I recognize, but I cant remember where I recognize her from, Ill just do a quick searchon IMDB, or something like that. - AndrewBase: Ever Use Devices at Same Time (Floating). Q. Thinking about how you use each of these device combinations, please indicate how you use each combination mostoften. Do you mostly use the devices to multi-task (each device is used for a separate activity), to complement each other (to do the same or related activity), or to do bothequally? Base: Total Answering Follow-Up Occasion PC/Laptop: (446); Smartphone (575). Q. Was the activity you were doing on your [SECONDARY DEVICE] related to youruse of a [PRIMARY DEVICE]? 28 The changing roleof television in amulti-screen world 29 TV no longer commands our full attention77%of TV viewersuse anotherdevice at the same time in a typical day. Im sometimes shopping, sometimes looking for recipes, sometimes typing them up, you know. Sending emails, reading, I could do anything on there. Its not often that I just sit and watch TV and do just that. - Lori Base: Total Respondents (1611). Q. Which of the following did you use? Q. What else did you use at the same time? 30 TV is a major catalyst for searchPercent of search occasions that were prompted by television TV (Net) 22%SmartphoneSeeing aTV commercial17%Seeing a TV program 7% TV (Net)10%Seeing aPC/Laptop TV commercial6%Seeing a TV program6%Note: Tablet data was not included in this question due to small sample size. Base: Total Answering, Follow-Up Occasion (Search) PC/Laptop (492); Smartphone (216); Tablet datanot shown due to small sample size. Q. You mentioned that you [ACTIVITY] at [TIME] because you wanted to [REASONS]. Did you do this in response to any of the following?31 Consumers search for things they see on TV Ill be watching a movie or TV show and Ill look up the actor or actress on IMDB or Ill Google image them, or Ill see when it was made or how it was filmed. Im always doing that. And I use my phone a lot for stuff like that. - Kelly 32 Discoveringfound time 33 Many times we turn to the screen thats closest While we all have screen preferences for certain activities, we are also creatures of convenience34%of us use the device thatsclosest to us when looking for information If Im watching TV I wont go upstairs to grab my laptop to follow up on a product I see, Id just pull out my phone. - SophieBase: Total Respondents (1611). Q. Think about times when you are looking for information using a search engine. Which of these devices would you reach for first? 34 Often this is for spur-of-the-moment activitySpontaneous vs. Planned SearchSmartphonePC/Laptop 20% Planned48%Planned80% Spontaneous 52% Spontaneous44% 43%of all spontaneous searches of all spontaneouson smartphones were tosearches on PCs were to accomplish a goalaccomplish a goal Base: Total Answering, Follow-Up Occasion (Search) PC/Laptop (492); Smartphone (216); Tablet not shown due to small base size. Q. Would you consider your use of a [DEVICE] to be planned or spur of the moment (spontaneous)? Base: Spontaneous searches - Smartphone (1586), PC (1239): Which of these best describes this activity? 35 All the answers to all my questionsNow that I know I have some device that has all the answers to all my questions, its just so easy. Like I could be at thetrain station, as an example; I see an ad for something. Oh, that sounds cool, let me check that out, and Ill go on toWikipedia on my phone. Ill do some research about it. Oh theres a new show. I saw an ad for Mad Men a few monthsago and I just wanted to know what date it was starting. So, I went on to my phone, went to Google, typed in Mad Menstart date and within three seconds I found out the start date. I came home and set my DVR to record Mad Men, andstuff like that. - Andrew36 Found time arises from this spontaneous usageThis combination of device accessibility and spur-of-the-momentusage to get something done leads to a sense of found timeConsumers use these micro-moments across multiple screensto search, shop, communicate and keep entertained.This offers advertisers more touchpoint opportunities to engageconsumers throughout the day.Im online more than before, for sure. I check a lot more stuff every day than I normally wouldhave never done, because its so easy to check. I can go to 10 apps, when I have 15 free minutes,I can check my bank account or I can check the news or I can check some music websites that arevery cool. - LeumI scan for deals on Groupon or Twitter when Im waiting in line. Its life time management. Whetherits something urgent for business or something fun I get to choose what to look at. - Maria 37 The multi-screenshopper 38 Smartphones allow us to shopat home or on-the-go Of all the shopping events we observed59% In-home 84% In-home 41%Out of home16% Out of home SmartphonePC/LaptopBase: Total Primary/Secondary Device Shop/Buy Occasions - PC/Laptop (323); Smartphone (152). Q. Were you... Note: Out-of-Home represents net of the following: on-the go,in-store, at work and somewhere else. 39 Spontaneity plays a major role in shopping Spur-of-the-moment vs. Planned shopping top81%PC/Lap 58% Spur of Spur of oneSmartphthe momentthe moment 42% Planned19% PlannedBase: Total Answering Follow-Up Activity and Were Looking for Shopping-Related Info PC/Laptop (297); Smartphone (131). Q. Would you consider your use of a [DEVICE] to beplanned or spur of the moment (spontaneous)? *Note: Data represents aggregate of the following activities probed on in follow-up survey: Browsing and Search.40 Search drives access to shopping content more on mobileHow shopping relatedcontent is accessedTyped website directly into browser 36%50%Already had it bookmarked 27%36%Through email 28%29%Through a search engine 30%24%Via social networking site25%16%Base: Total Answering Follow-Up Activity and Were Looking for Shopping-Related Info Smartphone (131); PC/Laptop (297). Q. How did you get to the website(s) you visited?*Note: Data represents aggregate of the following activities probed on in follow-up survey: Browsing and Search. 41 We often move from one screento another while shopping67%of us start shoppingon one device andcontinue on another No, Ill usually check to see on my phone if they have it online. Ill usually order it when I get home. a) because I just feel more comfortable, and b) if Im going to order it online sometimes Ill look to see if theres anything else online that wasnt in the store that I want to add into the purchase. - Jennifer Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select I have not done this. 42 Consumers take a multi-device path to purchase61%4%65 Start on a % Smartphone Continue on a PC/LaptopContinue ona Tablet 19%Continue on 5%25 a Smartphone Start on a % PC/LaptopContinue ona Tablet 10%11% Start on aTabletContinue ona PC/LaptopBase: Have Started Shopping On One Device & Continued on Another (969). Q. For the activities listed below, think about the last time you started each activity on one device and thencontinued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select I have not done this. 43 Multi-screen lessons to apply1 The vast majority of media interactionsare screen-based, screen-based, and somarketing strategies should no longer2 Consumers turn to their devices invarious contexts. Marketing andwebsites should reflect the needs ofbe viewed as digital or traditional.a consumer on a specific screen, andBusinesses should understand all of conversion goals should be adjusted tothe ways that people consume media, account for the inherent differences inparticularly digital, and tailor strategies each deviceto each channel3 The prevalence of sequential usagemakes it imperative that businessesenable customers to save their progress4 Consumers rely on search to connecttheir experiences across screens. Notonly should brands give consumers thebetween devices. Saved shopping carts,opportunity to find them with multi-signed-in experiences or the ability to device search campaigns, strategies suchemail progress to oneself helps keepas keyword parity across devices canconsumers engaged, regardless ofensure consumers can find the branddevice used to get to you when resuming their search 44 Multi-screen lessons to apply5 During simultaneous usage, contentviewed on one device can triggerspecific behavior on the other. 6 Most of the time when TV is watched, another screen is being used. These instances present the opportune time toBusinesses should therefore not limitconvey your message and inspire action.their conversion goals and calls to action A businesss TV strategy should beto only the device where they were closely aligned and integrated with theinitially displayedmarketing strategies for digital devices7 Consumers shop differently acrossdevices, so businesses should tailorthe experience to each channel. Its 8 Smartphones are the backbone of our daily media use. They are the devices used most throughout the dayalso important to optimize the shoppingand serve as the most common startingexperience across all devices. For point for activities across multipleexample, consumers need to find what screens. Going mobile has become athey are looking for quickly and needbusiness imperativea streamlined path to conversion, onsmartphones45 Copyright 2012 Google. All rights reserved. Google and the Google logo are registered trademarks of Google Inc.