Connecting the story
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- News consumption is a global addiction, with 81% agreeing it's important to stay informed and the average person spending 3.5 hours per day consuming news across multiple screens. - Screen selection is driven by both screen size and the user's intent, with TV providing inspiring but cursory content, laptops/desktops enabling in-depth research, tablets serving as a second screen to TV, and smartphones prioritizing portability and immediacy. - No single screen dominates as people access content continuously across devices, and consumers expect to see advertising distributed across all screens, including 29% on tablets and mobiles.
Connecting the story
- 1. connecting the story THE FIRST GLOBAL STUDY OF NEWS CONSUMPTION ACROSS MULTIPLE SCREENS 1
- 2. we talked to people BBC and non-BBC users from countries • upscale news consumers • owners of at least 3 out of 4 TV LAPTOP/ TABLET SMARTPHONE DESKTOP 2
- 3. addicted to news 3
- 4. STAYING IN TOUCH WITH GLOBAL NEWS globally, agree that it’s important to stay in touch with what’s going on in the world 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. 4
- 5. STAYING IN TOUCH WITH GLOBAL NEWS Q: How many hours a day do you spend consuming the news? Base: 3195 (excluding those in India) 5
- 6. NATIONAL AND INTERNATIONAL NEWS OF EQUAL IMPORTANCE National news 84% International news 82% General news 79% Local news 79% Financial/Business news 61% Sports news 56% Arts/Entertainment news 43% Q: Which of the following types of news are you interested in? Base: 3610 6
- 8. THEY KNOW WHAT THEY WANT – THE QUESTION IS HOW DO THEY GET IT? two thirds use different devices for different ways of consuming news 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 8
- 9. SIZE MATTERS… … but choice is more complicated than simply screen size occasions and settings purpose / intention time of the day daily routines intensity of consumption people around type of news 9
- 10. ROLLING NEWS: ALWAYS CONNECTED 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 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 10
- 11. WE ONLINE, BUT WE STILL TV 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 11
- 12. …AND USAGE IS EXPECTED TO GROW using TV more than expect to use TV more five years ago in next five years 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 12
- 13. CURATED CONSUMPTION… over half describe higher than laptop news consumption as “in depth” on TV higher than tablet Considered analysis is the main reason for 1 in 10 choosing TV higher than smartphone “It gives more detail and I don’t have to search” 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 13
- 14. DEEPER ENGAGEMENT use TV first to check a breaking news story TV inspires then turn to online to deeper research get more information to confirm the story of viewers have used the website of the channel they are watching (51% the website of a different news provider) to get more information 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 14
- 15. BIG SCREEN & SOCIAL say there will always be a TV–style screen for shared news number one reason for consumption using TV size of screen 3x more likely to watch news on TV with other people than accessing news on any other device 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 15
- 16. IF YOU ONLY CHOSE ONE DEVICE FOR NEWS Q: If you could only use one of these devices to consume news, which one would it be? Base: 3610 16
- 17. IN DEPTH RESEARCH laptop is used more than TV more than any other device for more than smartphone in-depth research more than tablet cite choice/control “By using a laptop I get to as the main reason scan news as well as watch detailed news with research at my own convenience” 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 17
- 18. TAKE TABLETS FOR MULTIPLYING EFFECT tablet user I use TV more than I did five years ago non tablet user 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 18
- 19. TABLETS AUGMENT TV tablet users 23% 1% 1 In the next non tablet users five years I will use TV… 19% 10% …much more …a bit more Q: And how do you see this changing in the next 5 years? Base Tablet users: 2014 / non tablet users: 1596 19
- 20. SHARED BELIEFS compared to non tablet users more likely to discuss tablet users are stories on blogs sharers – but credibility drives more likely to share sharing news stories on social networks more likely to share news stories once they have checked it on a professional news organisation Q: How much do you agree with the following items? Base: Tablet users: 2014. Non base: 1596 20
- 21. A CHEEKY PEEK more than any other device smartphones used mainly of consumers state portability/ability to access any for reading where and at any time as key headlines, reason for using smartphone quick checks and skimming of consumers who state smartphone would be their only device attribute ease of use/speed of access – the biggest reason after portability 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 21
- 22. MOBILE HAS NO UNWANTED SIDE EFFECTS FROM TABLETS 0.35 0.3 NON 0.25 TABLET USERS 0.2 0.15 TABLET USERS 0.1 0.05 0 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 22
- 23. ATTENTION LEVELS ON MOBILE DEVICES SURPRISINGLY HIGH 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‟) 23
- 24. EVERY SCREEN HAS A PLACE “Typically I get the impulse from the TV. For digging constant companion deeper into it I would use the tablet/PC when it is something quick. When it is a bigger story I will search for gateway to the world details on the PC. And mostly only when I am on the go I use the smartphone for following news” off the beaten track has it all? but not easy to search 24
- 25. revenue at the speed of adoption 25
- 26. 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) 26
- 27. AND HOW MUCH ACROSS EACH DEVICE? time spent on each device ad spread across device 10% 15% 18% 14% 29% 24% 42% 47% WEEKDAY CONSUMER VIEW 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: 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 27
- 28. FUTURE PERFECT The optimal media plan should look like this… 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: 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 28
- 29. ALL DEVICES TRIGGER RESPONSES IN ADVERTISING 1 in 4 responded to desktop ad in last 4 weeks over 1 in 5 responding to TV ad in last 4 weeks 1 in 7 have responded to mobile or tablet in the last 4 weeks Q: For each of the following phrases, please answer each of the following questions which relate to advertising. Base: 3610 29
- 30. ADS ON TV PROMPT SECOND SCREEN PURCHASING Whilst watching the news NET score laptop/PC/ on TV I would also… (any devices used) desktop smartphone tablet … search for more information on a product/ 56% 40% 22% 32% service advertised …purchase a product/service I saw 51% 40% 15% 24% advertised 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) 30
- 31. 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 31