Jumptap screen jumping_study
2 likes6,887 views
The document discusses research from comScore on cross-platform media usage. Key findings include: - Over 2/3 of online adults use multiple devices to access digital content. Time spent online has doubled with the rise of smartphones and tablets. - Younger audiences and women ages 25-49 spend the most time with mobile and are more likely to be mobile-only users. Tablet ownership is growing the fastest. - Content engagement varies significantly by platform. For example, food content is preferred on larger screens like PCs and tablets, while weather is heavily accessed on smartphones.
Jumptap screen jumping_study
- 1. Screen Jumping: Understanding Today’s Cross-Screen Consumer Summer 2013
- 2. 2 | MOBILE AUDIENCE. EVERYWHERE. Key Learnings • The majority of online users are now cross-platform • They are spending more time with digital content across multiple devices • Engagement with content varies by platform, time of day • Key audiences engage with content differently across PC, Smartphone and Tablet
- 3. 3 | MOBILE AUDIENCE. EVERYWHERE. Understanding the Cross-Platform Consumer Custom behavioral analysis of cross-platform usage, comScore data March 2012 - April 2013 • by key demographic groups • by dayparts • by content categories • by platform (PC, Smartphone, Tablet) 10 Media diaries and interviews with three-screen users (PC, smartphone, Tablet)
- 4. 4 | MOBILE AUDIENCE. EVERYWHERE. Source: comScore Media Metrix Multiplatform Feb 2013, comScore Mobile Metrix Key Measures Feb 2013 Feb 2013 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time. Smartphones and Tablets Have Doubled the Time We Spend Online Total Internet Usage by Platform in Minutes (Billions)
- 5. 5 | MOBILE AUDIENCE. EVERYWHERE. 0% 10% 20% 30% 40% 50% 60% 70% 80% Persons: 18-24 Men: 25-49 Women: 25-49 Persons: 50+ April 2013 Smartphone Reach (%) ▲ Y/Y Growth Smartphone Ownership and Mobile Optimized Content Has Fueled Growth 1 in 3 digital users 18-49 own smartphones; Highest growth among women 25-49 & persons 50+. ▲23% ▲17% ▲12% Source: comScore Mobile Metrix 2.0 Media Trend April 2012 – April 2013; ▲27%
- 6. 6 | MOBILE AUDIENCE. EVERYWHERE. 2 in 3 Online Adults Are Cross-Platform Source: comScore Media Metrix Multi-Platform April 2013; comScore Mobile Metrix April 2013 PC + Mobile 122MM PC Only 58MM Mobile Only 14MM Digital Universe P18+ (194MM monthly users) Mobile Users 136MM PC Users 179MM Tablet Users 31MM Smartphone Users: 109MM
- 7. 7 | MOBILE AUDIENCE. EVERYWHERE. Source: comScore Media Metrix Multi-Platform April 2013 Women 25-49 are Most Likely to Be on Mobile Platforms Mobile-only W 25-49 are catching up to PC-only population
- 8. 8 | MOBILE AUDIENCE. EVERYWHERE. Kristin – The Foodie Age 26 Chicago Works as Culinary Consultant Owns iPhone, iPad, MacBook Watches OnDemand on her iPad Travels frequently for work Three Screen Moment - In hotel room in Kansas City blow drying her hair 9:14 pm Stream Blackhawks game on Tablet I use my iPad pretty much for everything; random searches, online shopping. I only use my laptop while doing work at home, Google hangout or Skype. - Kristin Facebook, email, BofA on laptop Snapchat on iPhone
- 9. 9 | MOBILE AUDIENCE. EVERYWHERE. Kristin’s Multi-Screen Day Smartphone Tablet PC TV 8AM 9AM 10AM 11AM 12AM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12PM BED KITCHEN WORK LUNCH WORK HOME RESTAURANT BAR BED 7:30 CNN Mobile (5m) 8:45 Instagram: Walking to work (2m) 10:05 Texting (15m) 10:45 Snapchat (1m) 11:15 Texting (5m) 3:35 Daytrotter: Stream music (1h) 4:30 Yelp: Restaurant search (10m) 5:35 Weather: Check weather (2m) 7:10 Texting (10m) 9:45 Facebook: Watch video (15m) 8:35 Snapchat (1m) 8:10 General Surfing (20m) 6:45 Yelp: Restaurant search (15m) 7:00 Open Table: Make reservation (10m) 10:30 Yahoo! News (15m) 11:00 Facebook: Post articles from Yahoo! (5m) 1:00 At work on desktop (4h) 4:45 Gchat with boyfriend (10m) 10:35 Netflix (30m) 8:10 Watched NBC Today Show (20m) 6:45 VEEP: Watch 2 episodes (45min) 7AM
- 10. 10 | MOBILE AUDIENCE. EVERYWHERE. 14% 19% 17% 23% 25% 25% 24% 31% 28% 38% 25% 31% 0% 20% 40% 60% 80% 100% PC Smartphone Tablet Source: comScore Mobile Metrix 2.0 Demographic Profile October 2013, April 2013 Base 18+ 13% 13% 8% 28% 20% 16% 12% 20% 20% 16% 15% 17% 31% 32% 40% 0% 20% 40% 60% 80% 100% PC Smartphone Tablet Smartphone Owners Skew Younger; Tablet Older and Higher Income Device Ownership by Income (% Comp)Device Ownership by Age (% Comp) P 18-24 M 25-49 W 25-49 P 50+ <125k 25k-60k 60k-75k 75k-100k 100k+
- 11. 11 | MOBILE AUDIENCE. EVERYWHERE. Time Spent on Smartphones Continues to Soar… - 10 20 30 40 50 60 70 80 Persons: 18-24 Men: 25-49 Women: 25-49 Persons: 50+ Average Monthly Online Hours per Smartphone User - 6 Month Growth Oct-12 Apr-13 ▲40% ▲10% ▲32% ▲33% Source: comScore Mobile Metrix 2.0 Demographic Profile October 2013, April 2013 AverageHoursperMonth
- 12. 12 | MOBILE AUDIENCE. EVERYWHERE. Half of All Time Spent Online is On Mobile Devices Source: comScore Media Metrix Multiplatform April 2013; comScore Mobile Metrix April 2013 Time on Smartphone and Tablet includes both mobile browsing and time with apps PC Smartphone Tablet 39% 49% 12% Share of Monthly Online Minutes (% Comp) 51%
- 13. 13 | MOBILE AUDIENCE. EVERYWHERE. Time With Mobile is Highest for Persons 18-24 and Women 25-49 Time on Tablet is highest among Persons 50+ 59% 39% 55% 41% 49% 25% 50% 35% 50% 39% 16% 11% 10% 9% 12% 0% 20% 40% 60% 80% 100% P 50+ W 25-49 M 25-49 P 18-24 Total Audience PC Smartphone Tablet Share of Monthly Online Minutes by Audience (% Comp) Source: comScore Media Metrix Multiplatform April 2013; comScore Mobile Metrix April 2013
- 14. 14 | MOBILE AUDIENCE. EVERYWHERE. Tablet & PC Usage Spike Based on Work/Home Usage; Smartphones Used Throughout Day PC Smartphone Tablet Tablets are popular at night Source: comScore Device Essentials Late night (12 am – 7 am) Early morning (7 am – 10 am) Daytime (10 am – 5 pm) Early Evening (5 pm – 8 pm) Prime (8 pm – 12 am) Smartphones are a constant companion PCs dominate working hours Percentage of Pageviews by Time of Day by Platform – Weekday
- 15. 15 | MOBILE AUDIENCE. EVERYWHERE. Source: comScore Media Metrix Multiplatform April 2013; comScore Mobile Metrix April 2013 Cross-Screen Behavior Varies Dramatically by Content Online Share of Minutes by Platform by Content Area 77% 48% 64% 58% 55% 35% 32% 39% 40% 28% 31% 31% 12% 29% 16% 39% 15% 34% 16% 9% 9% 16% 18% 11% 6% 16% 7% 7% 20% 3% 8% 12% 0% 20% 40% 60% 80% 100% Radio Games Technology Social Media Weather Retail Lifestyles Entertainment Health Food Sports News/Information TV Business/Finance Automotive Total Internet PC Smartphone Tablet
- 16. 16 | MOBILE AUDIENCE. EVERYWHERE. 96 96 97 Reach Varies by Platform, but Time Spent Has Even More Variability Source comScore Media Metrix March 2013, comScore 98 95 99 ENTERTAINMENT SOCIAL MEDIA 54 54 82 GAMES 32 66 42 4 17 11 6 9 15 2 6 19 1 5 13 Average Monthly Hours per Active User RADIO PC Smartphone Tablet Monthly Reach %
- 17. 17 | MOBILE AUDIENCE. EVERYWHERE. Tablet Ownership Growing Fastest 0 50 100 150 200 250 PC Smartphone Tablet ▲1% ▲22% ▲59% Source: comScore Media Metrix Media Trend April 2012-April 2013; Mobile Metrix 2.0 Media Trend April 2012 – April 2013; TabLens Device Trend April 2012 – April 2013 Forrester projects 112MM US Tablet owners by 2016 Total Audience (MM) April 2013 April 2012 April 2013 April 2012 April 2013 April 2012
- 18. 18 | MOBILE AUDIENCE. EVERYWHERE. Age 27 Associate Editor Lives with girlfriend Chicago, IL Owns iPhone, iPad, MacBook Loves weather maps on iPad Admits to using mobile devices while “on the throne” Three Screen Moment Girlfriend shows something on iPad I use the AccuWeather app on my iPad. It uses radar – you can zoom in, and it is bigger on the iPad. - Nick Watch a show on Netflix Check Twitter on iPhone Nick – Weather Buff
- 19. 19 | MOBILE AUDIENCE. EVERYWHERE. Smartphone is the Device for Weather Tablet gets most engagement 36% 23 67% 33 39% 47 Reach Avg. Min per Visitor P50+ 160 M25-49 115 M25-49 125 P50+ 173 Reach Avg. Min per Visitor Reach Avg. Min per Visitor PC SMARTPHONE TABLET AUDIENCES OVER INDEXING PER TIME SPENT
- 20. 20 | MOBILE AUDIENCE. EVERYWHERE. Weather Usage Varies by Platform Percentage of Pageviews by time of day by Platform - Weekday Source: comScore Device Essentials Late night (12am – 7am) Early morning (7am – 10am) Daytime (10am – 5pm) Early Evening (5pm – 8pm) Prime (8pm – 12am) PC Smartphone Tablet Tablet usage spikes early morning and bedtime Smartphone usage is flat throughout day PC usage peaks during the daytime
- 21. 21 | MOBILE AUDIENCE. EVERYWHERE. 22% 13% 17% 22% 28% 58% 54% 65% 51% 29% 29% 14% 0% 50% 100% P50+ W25-49 M25-49 P18-24 Among P50+ Tablets Represent Half of All Time Gaming; 2/3 of Time with Social Media Among W25-49 is on Smartphones 52% 25% 36% 27% 33% 68% 56% 65% 15% 7% 8% 8% 0% 50% 100% P50+ W25-49 M25-49 P18-24 Share of Monthly Hours by Platform by Demo (% Comp): Games Share of Monthly Hours by Platform by Demo (% Comp): Social Media Source comScore Media Metrix March 2013, comScore Mobile Metrix March 2013: PC Smartphone Tablet
- 22. 22 | MOBILE AUDIENCE. EVERYWHERE. Late night (12 am – 7 am) Early morning (7 am – 10 am) Daytime (10 am – 5 pm) Early Evening (5 pm – 8 pm) Prime (8 pm – 12 am) PC Gaming Consistent by Platform 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% PC Smartphone Tablet Percentage of Pageviews by Time of Day by Platform – Weekday Source: comScore Device Essentials Gaming on Tablets peak at night Smartphone is higher than other platforms late night PC gaming is still popular at night
- 23. 23 | MOBILE AUDIENCE. EVERYWHERE. 41 Husband – kids age 4, 8 2nd grade teacher San Francisco Owns iPhone, Kindle Fire, laptop, Innotab Recently shopped for Tory Burch sandals on iPhone, purchased on laptop Three Screen Moment Younger daughter watches show and uses Innotab. Kindle has MLB, Bon Appetit, Games for Kids and Amazon - Barbara Watches HuluPlus on laptop through AppleTV One kid is on the iPhone Barbara – Working Mom
- 24. 24 | MOBILE AUDIENCE. EVERYWHERE. 45 51 54 95 86 78 53 45 50 Women Access Content on Every Platform But those accessing on Tablets and Smartphones are the most engaged Source comScore Media Metrix March 2013 1.1 1.7 5.3 0.3 1.1 5.1 1.9 3.1 5.2 0.3 1.1 0.5 RETAIL LIFESTYLES FAMILY & PARENTING FOOD Monthly Hours per W25-49 by Platform PC Smartphone Tablet Monthly Reach W25-49 % 91 92 84
- 25. 25 | MOBILE AUDIENCE. EVERYWHERE. Food Content Preferred on Larger Screens 1 in 3 smartphone owners access food content monthly 41% 15 36% 14 45% 28 Reach Avg. Min per Visitor W25-49 127 P50+ 133 Reach Avg. Min per Visitor Reach Avg. Min per Visitor PC SMARTPHONE TABLET 110 W25-49W25-49 115 AUDIENCES OVER INDEXING PER TIME SPENT
- 26. 26 | MOBILE AUDIENCE. EVERYWHERE. Late night (12am – 7am) Early morning (7am – 10am) Daytime (10am – 5pm) Early Evening (5pm – 8pm) Prime (8pm – 12am) Food Content Peaks on PC at Lunchtime; Tablet, Smartphone early evening Percentage of Pageviews by Time of Day by Platform – Weekday Source: comScore Device Essentials 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% PC Smartphone Tablet Tablets used for dinner prep, post dinner Smartphone usage peaks at dinner time PC usage peaks during lunch, dinner planning
- 27. 27 | MOBILE AUDIENCE. EVERYWHERE. 0% 2% 4% 6% 8% 10% 12% PC Smartphone Tablet Late night (12am – 7am) Early morning (7am – 10am) Daytime (10am – 5pm) Early Evening (5pm – 8pm) Prime (8pm – 12am) Morning Emails Drive PC Shopping; Tablets Used for Evening Browsing Percentage of Pageviews by Time of Day by Platform – Weekday Source: comScore Device Essentials Shopping on Tablet occurs in the evening Smartphone usage relatively flat; peaks at night PC usage peaks early am
- 28. 28 | MOBILE AUDIENCE. EVERYWHERE. Age 35 San Francisco Works as a Product Manager Owns iPhone, Kindle Fire, PC Laptop Heavy music streamer Uses multiple apps for tracking bike commute Three Screen Moment Use Kindle for streaming Netflix I love Strava (training app) because there is a social element and user generated segments for comparing you against yourself and others. - Dan Check work email on laptop Check Facebook and texts on iPhone Dan – Active Dad
- 29. 29 | MOBILE AUDIENCE. EVERYWHERE. Reach and Engagement on PC Still Highest for M25-49 Time with Health highest on smartphone due to fitness apps Monthly Reach M25-49 % 89 78 60 77 68 55 63 50 45 50 33 39 1.2 0.5 1.2 2.6 2.3 2.5 0.4 0.5 0.2 0.6 0.30.3 SPORTS BUSINESS & FINANCE HEALTH & FITNESS AUTO Source comScore Media Metrix March 2013, comScore Monthly Hours M25-49 by Platform PC Smartphone Tablet
- 30. 30 | MOBILE AUDIENCE. EVERYWHERE. Late night (12am – 7am) Early morning (7am – 10am) Daytime (10am – 5pm) Early Evening (5pm – 8pm) Prime (8pm – 12am) Sports Usage on Tablet Peaks During Prime; PC Used Throughout Workday PC Smartphone Tablet Percentage of Pageviews by Time of Day by Platform – Weekday Source: comScore Device Essentials Sports content peaks on Tablet in the evening Smartphone usage relatively flat; peaks at prime-time Sports accessed on PC throughout workday
- 31. 31 | MOBILE AUDIENCE. EVERYWHERE. PC Penetration is Highest for Auto Engagement is highest on larger screens 42% 28 29% 15 36% 26 Reach Avg. Min per Visitor 25-49 122 M25-49 126 Reach Avg. Min per Visitor Reach Avg. Min per Visitor PC SMARTPHONE TABLET 116 W25-49M25-49 134 AUDIENCES OVER INDEXING PER TIME SPENT
- 32. 32 | MOBILE AUDIENCE. EVERYWHERE. Summary of Usage by Demos • 69% own a Smartphone • 65% of digital users are cross-platform • 59% of time with digital is mobile • Use Smartphones 72 hours monthly P18-24
- 33. 33 | MOBILE AUDIENCE. EVERYWHERE. Summary of Usage by Demos • 39% own a Smartphone • 51% are cross-platform • Represent 31% of Tablet owners (only 25% of Smartphone owners) • Half of time gaming is on a Tablet P50+
- 34. 34 | MOBILE AUDIENCE. EVERYWHERE. Summary of Usage by Demos • 69% are cross-platform • 67% own a Smartphone • 14% Mobile only (vs. 17% PC only) • Represent 28% of Tablet owners and 31% of Smartphone owners • Spend 63 hours monthly on Smartphone • 75% of time on social media is on Mobile • Reach of food content on Tablet is higher than PC or Smartphone W25-49
- 35. 35 | MOBILE AUDIENCE. EVERYWHERE. Summary of Usage by Demos • 74% of digital users are cross-platform • 62% own a Smartphone • 45% of time with digital is Mobile • Reach of auto content on Tablet higher than Smartphone • Monthly hours with sports content on Smartphone, Tablet almost as high as PC M25-49
- 36. Jumptap’s products may be protected under one or more patents www.twitter.com/jumptap www.facebook.com/jumptapwww.jumptap.com Thank You