emarketer webinar: the multiscreen, multitasking consumer

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© 2014 eMarketer Inc. Made possible by The Multiscreen, Multitasking Consumer Paul Verna Senior Analyst November 6, 2014

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As digital devices take an increasingly prominent place in the lives of consumers, media use is becoming characterized more by the simultaneous use of multiple devices than the influence of one. Topics in this webinar include: How are marketers addressing these multiscreen usage patterns? How important is mobile in driving simultaneous media use? What is the impact of the proliferation of digital screens on traditional media? What are the demographics of simultaneous media use?

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Page 1: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Made possible by

The Multiscreen, Multitasking

Consumer

Paul Verna

Senior Analyst

November 6, 2014

Page 2: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Agenda

Multiscreen, multitasking usage at a glance

Demographics of second-screen use

Multiscreen activity by venue

– TV and movies

– Live sports

– News media

– Music and gaming

Key takeaways

Twitter – #eMwebinar

Page 3: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiscreen, Multitasking

Usage at a Glance

Page 4: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Time spent with mobile video has grown while

desktop and TV time have flattened

Mobile video:

up 50% in 2014

Desktop video:

growth stalled

after years of

big leaps

TV: flat for

several years

Twitter – #eMwebinar

Page 5: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiplatform: up

from 48% to 56%

Mobile-only:

up from 6% to 8%

Desktop-only: down

from 46% to 36%

The US

multiplatform

audience grew

in 2013

Twitter – #eMwebinar

Page 6: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Time spent on digital grew across the board, but

mostly on mobile devices

Smartphones: 237%

Tablets: 1,027% (!)

Desktop: 7%

Twitter – #eMwebinar

Page 7: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Demographics of

Second-Screen Use

Page 8: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Young users

are most

likely to

multitask with

digital media

while

watching TV

Twitter – #eMwebinar

Page 9: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Harris study caveats:

Gen X-ers were more

likely than millennials to

surf on a computer while

watching TV

Older users were more

likely to use traditional

media while watching TV

Books on ereaders were

a mixed bag, but older

users predominated

Some activities declined

in 2014, except tablet

and smartphone use,

which increased

Twitter – #eMwebinar

Page 10: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multitasking while TV

viewing was most

common among

millennials, least

among matures

There were variations

among younger users:

email, browsing for

products, voice calling

Twitter – #eMwebinar

Other studies

reached similar

conclusions

Page 11: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Female social network users display similar

patterns

Top overall activities:

Facebook, email,

texting

These activities were

especially prevalent

among Gen Y users

Twitter – #eMwebinar

Page 12: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Demographics of multiscreen use: Takeaways

Marketers targeting millennials should zero in on

second- and third-screen use, which is higher than

average among these groups.

Marketers targeting older users but interested in

cultivating future brand affinity should note the high

levels of multiscreen use in the millennial population.

Twitter – #eMwebinar

Page 13: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiscreen Activity by

Venue: TV and Movies

Page 14: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.Twitter – #eMwebinar

Page 15: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Nielsen: Viewers who conduct show-related

digital activities while watching TV

41% looked up information about the show’s characters

29% emailed or texted to communicate about the show

18% read social media conversations

12% submitted votes or comments

Twitter – #eMwebinar

Source: Nielsen, “Advertising & Audiences: State of the Media 2014,” May 2014

Page 16: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

How much second-screen activity is related to

the show?

21% viewed

unrelated apps,

games or content

6% viewed related

apps

18% checked

weather or texted

Twitter – #eMwebinar

Page 17: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Many go online while watching TV; some perform

nondigital tasks

43% go online

20% read mail

11%-13%

consume radio,

magazines,

newspapers

Twitter – #eMwebinar

Page 18: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

More access second-screen devices during

shows than during commercials

78% multitask

during show

71% multitask

during

commercials

Twitter – #eMwebinar

Page 19: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

The most

prevalent

activities

during

shows and

commercials

are unrelated

to the

program

Twitter – #eMwebinar

Page 20: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Continuity of video content across devices is

important to consumers and content owners

“We make sure all of our content

is reaching across all viewing

platforms. More and more we see

people starting a video on one device

and picking it up on another, or

watching something on TV and

watching the companion content at

the same time on a tablet.”

—Dan Goodman, co-founder of Believe

Entertainment Group

Twitter – #eMwebinar

Page 21: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiscreen activity around TV and movie

viewing: Takeaways

Much of the digital activity during TV shows has nothing

to do with the show or commercials.

This marks a transformation in the role of television

from being a focal point to being one of many screens

competing for attention.

Reaching consumers on all screens is increasingly

important.

Multiscreen, multitasking behavior is complex and

overlapping.

Twitter – #eMwebinar

Page 22: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiscreen Activity by

Venue: Live Sports

Page 23: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Sports generates high levels of engagement

29% checked

scores and

stats

17% visited

team sites

22% checked

weather

Twitter – #eMwebinar

Page 24: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

The March Madness

college basketball

tournament brings

out mobile

multitasking

41% live updates

29% brackets

27% team/player

info

18% multitasking

Twitter – #eMwebinar

Page 25: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiscreen activity around 2014 FIFA World Cup

Twitter – #eMwebinar

Page 26: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiscreen activity around 2014 FIFA World Cup

Harris Interactive:

• 17% check stats

• 15% text

• 12% post social media

YuMe and Instant.ly:

• 59% said multiple

devices would enable

more game viewing

• 46% said multiple

devices are important

Peel:

• 62% used smartphones

while watching games

IAB/On Device Research:

• 37% at halftime

• 35% during game

• 20% used multiple

devices

Twitter – #eMwebinar

Page 27: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiscreen Activity by

Venue: News Media

Page 28: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Time spent on mobile grew while traditional

platforms were down or flat

Tablets: up 676%

Smartphones: up

233%

Desktop: down 14%

TV: up 6%

Radio: down 7%

Print: down 31%

Twitter – #eMwebinar

Page 29: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Most FB

interactions:

HuffingtonPost.com

Highest ratio of

interactions to

articles:

IJReview.com

Twitter – #eMwebinar

News media

emphasize

Facebook

interactions

Page 30: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.Twitter – #eMwebinar

Page 31: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Most tweets:

BBC.co.uk,

NYTimes.com

Highest ratio of

tweets to

articles:

Mashable.com

Tweets are an essential part of the digital news

ecosystem

Twitter – #eMwebinar

Page 32: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Top social

network for

news: Facebook

YouTube beats

Twitter for the

No. 2 spot

Twitter – #eMwebinar

Facebook leads

in news

consumption,

but YouTube

is No. 2

Page 33: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Multiscreen Activity by

Venue: Music and Gaming

Page 34: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Most Pandora listening happens in the

background and in conjunction with other apps

“ Most of the time people are spending

with Pandora, we are rendering

audio in the background. We see that

as endemic to the way people listen

to music. Music tends to be a

companion to whatever you’re

doing, whether you’re working or

working out.”

—Jack Krawczyk, director of product

management at Pandora

Twitter – #eMwebinar

Page 35: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.Twitter – #eMwebinar

Page 36: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.Twitter – #eMwebinar

Page 37: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Recognition app Shazam also works with other

digital media

Helped generate $300

million in digital music

sales per year

August 2014:

100 million MAU, up 34%

from July 2013

September 2013:

10 billion ID tags of songs

and other digital media

Twitter – #eMwebinar

Source: Shazam company info, August 2014, September 2013

Page 38: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Consoles are used for more than just gaming

Movies are top

nongaming use

TV shows,

music also

popular

Twitter – #eMwebinar

Page 39: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

44% of internet users use consoles for video

Many other

devices are

purpose-made for

video

Console

penetration rate

is lower than

most other

nonvideo devices

Twitter – #eMwebinar

Page 40: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Key takeaways

Among ways consumers multitask with media, the most

common is using a digital device while watching TV.

Digital multitasking does not dull the excitement of

watching live events on TV, such as the World Cup.

Younger consumers multitask more than older ones.

Time spent on smartphones and tablets increased

between 2013 and 2014, while time spent on other forms

of media—both online and offline—declined.

Concurrent use of devices has become so intrinsic that

it signals a shift from the immersive media experience.

Twitter – #eMwebinar

Page 41: eMarketer Webinar: The Multiscreen, Multitasking Consumer

Making the Internet fast, reliable and secure

Stuart Cleary, Director, Media Business Development

Page 42: eMarketer Webinar: The Multiscreen, Multitasking Consumer

©2014 AKAMAI | FASTER FORWARDTM

Delivering Fast, Reliable Web Experiences Is Complex

490KB

108 requests incl.• 15 style sheets

• 51 images

• 33 scripts

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42 requests

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• 28 images

• 8 scripts

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6.1

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9 xml/json

requests

525.5KB

129 requests incl.• 16 style sheets

• 63 images

• 33 scripts

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Result -

• Scale, reliability issues

• Slow response times

• Requires more development resources

Page 43: eMarketer Webinar: The Multiscreen, Multitasking Consumer

©2014 AKAMAI | FASTER FORWARDTM

Not all performance is created equal

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Chrome & cable Android browser &non-cellular

Android browser &cellular

Pag

e L

oad

Tim

e (

ms)

FEO OnFEO Off

Akamai Real User

Monitoring US Users

With Akamai

Without Akamai

Page 44: eMarketer Webinar: The Multiscreen, Multitasking Consumer

©2014 AKAMAI | FASTER FORWARDTM

Get a readout on your mobile site today

http://www.akamai.com/mobile-performance-report

Page 45: eMarketer Webinar: The Multiscreen, Multitasking Consumer

© 2014 eMarketer Inc.

Learn more about digital marketing with an

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Q&A Session

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800-405-0844 or [email protected]

Paul Verna

The Multiscreen,

Multitasking Consumer

Simultaneous Media Use: Screen Fragmentation Complements

Traditional Channels

Shifting Video and TV Audiences: Tuning Out the Hype to

Understand New Viewing Habits

Tablet and Smartphone Video Viewing: Multiple Screens,

Young Users Drive Growth

Social TV: Marketers’ Enthusiasm Cools a Bit, but

Experimentation Continues