connecting the story
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THE FIRST GLOBAL STUDY OF NEWS CONSUMPTION ACROSS MULTIPLE SCREENS
connecting the story
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• upscale news consumers
• owners of at least 3 out of 4
BBC and non-BBC users from
countries
we talked to people
TV LAPTOP/DESKTOP
TABLET SMARTPHONE
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addicted to news
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agree that it’s important to stay in touch with what’s going on in the world
globally,
STAYING IN TOUCH WITH GLOBAL NEWS
Top 25% income earners Global Web index wave 7 2012 Sample : 947,472,000/ 15,312
Q: Below are a number of statements on your outlook on the world. Please indicate the extent to which you agree or disagree with
each one: „It is important to stay in touch with what is going on in the world‟. 4% disagree.
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Q: How many hours a day do you spend consuming the news? Base: 3195 (excluding those in India)
STAYING IN TOUCH WITH GLOBAL NEWS
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84%
82%
79%
79%
61%
56%
43%
National news
International news
General news
Local news
Financial/Business news
Sports news
Arts/Entertainment news
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Q: Which of the following types of news are you interested in? Base: 3610
NATIONAL AND INTERNATIONAL NEWS OF EQUAL IMPORTANCE
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the multi screen newsroom
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use different devices for different ways of
consuming news
two thirds
Q: Below are listed some statements which describe why people use different
devices or screens for news consumption. Please indicate to what extent you
agree with each of them. Base: 3610
THEY KNOW WHAT THEY WANT –THE
QUESTION IS HOW DO THEY GET IT?
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occasions and settings
people around
daily routines
time of the day
purpose / intention
intensity of consumption
… but choice is more complicated than simply screen size
type of news
SIZE MATTERS…
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
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ROLLING NEWS: ALWAYS CONNECTED
Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or
consume the news during the week? (Base: Tablet users) Base: 2014
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news consumption
Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend day? Base:3610 Q: Thinking briefly about your total usage of different screens and devices, including both news and non news activities, what percentage of your consumption do you spend on each screen/device on a typical weekday and weekend day? Base: 3610
WE ONLINE, BUT WE STILL TV
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increase in TV consumption in last two years across Europe
Q: How much do you use each device for consuming news today, compare to 5 years ago? Base: 3522
Q: And how do you see this changing in the next 5 years? Base: 3522
…AND USAGE IS EXPECTED TO GROW
using TV more than five years ago
expect to use TV more in next five years
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Q: How would you describe the way you consume news on each device? Base: 3522
Q: You chose TV as you one and only news device, why is this? Base: 437
CURATED CONSUMPTION…
Considered analysis is the main
reason for 1 in 10 choosing TV
higher than laptop
higher than tablet
higher than smartphone
over half describe news consumption as “in depth” on TV
“It gives more detail and
I don’t have to search”
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Q: Imagine a momentous news day, or a huge news story that you are interested in. Which device would you turn to first to check on the breaking news? Base: 3610. Q: Where would you go afterwards to confirm / check on the news story? Base: 3610 Q: While consuming the news on TV, do you ever use another device or screen at the same time? And what are you using each device for? (Base: People who use the TV for news consumption) Base: 3610
of viewers have used the website of the channel they are watching (51% the website of a different news provider) to get more information
use TV first to check a breaking news story
DEEPER ENGAGEMENT
TV inspires deeper research
then turn to online to get more information to confirm the story
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say there will always
be a TV–style screen
for shared news
consumption
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Q: You chose TV as you one and only News device, why is this? Base: 437. Q: How would you describe the way you
consume news on each device? Base:3522. Q: How much do you agree with the following items? „ There will always be a
TV style screen for shared news consumption‟ Base: 3610
BIG SCREEN & SOCIAL
number one reason for using TV size of screen
more likely to watch news
on TV with other people
than accessing news on
any other device
3x
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Q: If you could only use one of these devices to consume news, which one would it be? Base: 3610
IF YOU ONLY CHOSE ONE DEVICE FOR NEWS
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Q: How would you describe the way you consume news on each device? Base: 3610
Q: You chose Laptop as you one and only news device, why is this? Base: 555
IN DEPTH RESEARCH
laptop is used more than any other device for in-depth research
cite choice/control as the main reason
more than TV
more than smartphone
more than tablet
“By using a laptop I get to scan news as well as watch detailed news with research at my own convenience”
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Q: How much do you use each device for consuming the news today, compared to 5 years
ago? Base: Tablet users: 2014 / Non Tablet users: 1596
TAKE TABLETS FOR MULTIPLYING EFFECT
I use TV more than I did five years ago
tablet user
non tablet user
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…much more
TABLETS AUGMENT TV
In the next five years I will use TV…
tablet users
non tablet users
…a bit more
Q: And how do you see this changing in the next 5 years? Base Tablet users: 2014 / non tablet users: 1596
23% 11%
19% 10%
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Q: How much do you agree with the following items? Base: Tablet users: 2014. Non base:
1596
SHARED BELIEFS
more likely to share
news stories once they
have checked it on a
professional news
organisation
more likely to share
news stories on social
networks
more likely to discuss
stories on blogstablet users are sharers – but credibility drives sharing
compared to non tablet users
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A CHEEKY PEEK
Q: How would you describe the way you consume news on each device? Base: 3610
Q: You chose smartphone as your one and only news device, why is this? Base: 485
smartphones used mainly for reading headlines, quick checks and skimming
more than any other device
of consumers state portability/ability to access any where and at any time as key reason for using smartphone
of consumers who state smartphone would be their only device attribute ease of use/speed of access – the biggest reason after portability
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MOBILE HAS NO UNWANTED SIDE EFFECTS FROM TABLETS
Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the
news or consume the news during the week? Base: Tablet users: 2014 / Non Tablet users: 1596
NON
TABLET
USERS
TABLET
USERS
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
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Q: For each of the following actions, how much attention do you pay to them while doing
so? (1 – „Paying very little attention‟ to 5 – „Paying full attention‟)
ATTENTION LEVELS ON MOBILE DEVICES SURPRISINGLY HIGH
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“Typically I get the impulse from the TV. For digging deeper into it I would use the tablet/PC when it is something quick. When it is a bigger story I will search for details on the PC. And mostly only when I am on the go I use the smartphone for following news”
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EVERY SCREEN HAS A PLACE
has it all? but not easy to search
gateway to the worldoff the beaten track
constant companion
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revenue at the speed of adoption
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WHERE DO YOU EXPECT TO SEE ADVERTISING?
Q: Which type of advertising would you expect to see on each device? (Base: 3522/3504/3314/2014)
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AND HOW MUCH ACROSS EACH DEVICE?
Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend day? Base: 3610Q: Out of every 10 adverts: 5 appear on TV, 3 on laptop/ PC/ desktop, 1 on smartphone and 1 on tablet. If you could control the adverts' place, how many adverts would you put on each device? Base: 3610
time spent on each device ad spread across device
CONSUMER VIEWWEEKDAY
10%
18%
29%
42%
15%
24%
47%
14%
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FUTURE PERFECT
Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend day? Base: 3610Q: Out of every 10 adverts: 5 appear on TV, 3 on laptop/ PC/ desktop, 1 on smartphone and 1 on tablet. If you could control the adverts' place, how many adverts would you put on each device? Base: 3610
The optimal media plan should look like this…
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ALL DEVICES TRIGGER RESPONSES IN ADVERTISING
Q: For each of the following phrases, please answer each of the following questions which
relate to advertising. Base: 3610
over 1 in 5 responding to TV ad
in last 4 weeks
1 in 4 responded to desktop ad
in last 4 weeks
1 in 7 have responded
to mobile or tablet in
the last 4 weeks
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Q: While consuming the news on TV, do you ever use another device
or screen at the same time? And what are you using each device for?
(Base: People who use the TV for news consumption: 3522)
NET score(any devices used)
laptop/PC/
desktopsmartphone tablet
… search for more information on a product/ service advertised
56% 40% 22% 32%
…purchase a product/service I saw advertised
51% 40% 15% 24%
ADS ON TV PROMPT SECOND SCREEN PURCHASING
Whilst watching the news on TV I would also…
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SUMMARY
• News is an addiction – 81% globally agreeing it’s important and an average of 3½ hours a day spent consuming
• Screen selection is driven by size of screen but it’s not the only reason:- TV creates inspiration and it’s curated content has lots of detail but may not give the consumer all
the answers
- Laptop / desktop is about digging deeper, having control, the opportunity to go off the beaten track
- Tablet is your gateway to the world, after being inspired by TV it is the perfect second screen.
Tablet ownership is increasing TV news consumption
- Smartphone is your constant companion it’s about immediacy - used for skimming headlines and
getting quick fixes
• No single screen is dominant content is accessed continually across the devices• Consumers expect advertising across all screens with 29% of ads expected to
be on tablet and mobile