emarketer webinar: the multitasking consumer—so many screens, so little time

© 2015 eMarketer Inc.

The Multitasking Consumer:

So Many Screens, So Little Time

Ezra Palmer

Made possible by


12


Media time: Growth is slowing

2015 12h 00m

2014 11h 57m

2013 11h 55m

2012 11h 39m

2011 11h 08m

2010 11h 00m

2009 10h 50m

2008 10h 35m


Analysis of quantitative data from

a broad spectrum of sources


Supplemented by in-depth

interviews with a variety of

industry experts


Time spent with TV

2011 2012 2013 2014 2015

4:11

4:22

4:31

4:384:34


Desktop/laptop time

2011 2012 2013 2014 2015

2:12

2:142:16

2:24

2:30


Mobile time

2011 2012 2013 2014 2015

2:54

2:37

2:15

1:28

0:46


The evolution of media consumption

2011 2012 2013 2014 2015

4:11

2:54

2:12


Overall,

digital now

makes up

almost half of

our media day


How Are Consumers

Spending Their Digital Time?


Digital time

5h 29m


Digital video

1h 2m


Digital video

1h 2m

TV time + video time

5h 13m


Digital video

1h 2m

Social

41m


Digital video

1h 2m

Social

41m

Digital radio

51m


Digital video

1h 2m

Social

41m

Digital radio

51m

Browsing, texting,

emailing, etc.

2h 55m


How Are Consumers

Spending Their Mobile Time?


Smartphones

rule the day

Tablet penetration rates

are lower, so total time

spent is also lower


In-app time

far surpasses

time with

mobile web


Mobile activities, 2011-2015

2011

46m

Video

Social

Radio


Mobile activities, 2011-2015

2011

46m

Video

Social

Radio

2015

2h 54m


Gaming and

messaging

make up major

portions of the

mobile day


Will Mobile Time

Keep Growing?


1. Smartphone

penetration

rates are still

growing

2015 59.3%

2016 63.9%

2017 67.3%

Source: eMarketer, July 2015


2. Tablet usage

is growing, too

2015 49.4%

2016 51.4%

2017 52.7%



3. More than a

third of US

consumers use

both devices

2015 34.8%

2016 38.9%

2017 41.8%



Mobile time will continue to grow, but only

modestly, in 2016 and 2017

All other

channels will

see slight

declines in time

spent


Are Marketers Adapting

to the New Reality?


The TV/digital split in 2015

Time

TV

36.0%

Digital

47.3%


The TV/digital split in 2015

Time Ad Spend

TV

36.0%

Digital

47.3%

TV

40.5%

Digital

33.8%


The digital/mobile split, 2013-2015

2013

Time

Split

Ad Spend

Split

Mobile || Digital



2013

Time

Split

Ad Spend

Split

2014

Mobile || Digital



2013 2015

Time

Split

Ad Spend

Split

2014

Mobile || Digital


How mobile/digital spending has shifted

2013 2014 2015

$27.67 billion

$30.45 billion

Mobile spending

increased 79.5% in

2014 and will rise

59% this year


The turning tide

2013 2014 2015 2016 2017 2018 2019

$28.21 billion

$65.49 billion


Comparing

time spent

with TV vs.

digital video


Ad spending

trails

significantly


The Elephant in the Room


12


How many people are multiscreeners?

78%

Source: IAB, April 2015



78%

79%Sources: IAB, April 2015; Market Track, September 2015



78%

79%

94%

Sources: IAB, April 2015; Market Track, September 2015; Tivo, November 2014



78%

79%

94%

43%

Sources: IAB, April 2015; Market Track, September 2015; Tivo, November 2014; Google, June 2015


3/4



2 hours 10 minutes?

How much time are they multiscreening?

Source: Millward Brown, March 2014


2 hours 30 minutes?



2 hours 45 minutes?



3+ hours?



6+ hours?



Five simple takeaways:

The average US adult consumes 12 hours of media daily

Digital time makes up nearly half of that time

Advertisers have adjusted their spending to match the

shift to mobile

Roughly three-quarters of the population multiscreen

The amount of time they multiscreen is probably very

large

©2015 AKAMAI | FASTER FORWARDTM

Web Pages are slowing down!

Typical Page Size

Typical # of Objects

Mobile Requests

Avg. Load Time (Sec.)

1,622 KB

114

34%

10.7

2014

1,081 KB

101

23%

7.2

2013

Source: httparchive.org, Akamai

1,974 KB

128

50%

11.8

2015


And consumers are losing patience.

49%

Expect <2 second page

load times

30%

Expect <1 second page

load times

18%

Expect instantpage load

times!

Source: TSM & Akamai


Tools to address the challenge

Deploy globally close

to every user

Optimize performance

for each user

Simplify development

& operations for each

experience


Major US Retailer: Acceleration vs. Origin (Over Cellular)

GOOD EXPERIENCE BAD EXPERIENCE

% O

F U

SE

RS

18

16

14

12

10

8

6

4

2

0

Response in seconds

1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4

Ion Standard Origin


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Ezra Palmer

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So Many Screens, So Little Time

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emarketer webinar: the multitasking consumer—so many screens, so little time

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