Thinkbox screen life multiscreening stats
- 1. Screen Life: the view from the sofa Contents 1) Intro to Screen Life 2) Quantitative findings & some TP4 3) Summary of findings and contacts
- 2. What is Screen Life? New research from Thinkbox In-depth look at the role of multi- screening in UK households Real behaviour filmed in real homes A snapshot of today’s families: latest kit, behaviours & implications for TV advertising Investigating the relationship between multi-screening, attention & engagement
- 3. Screen Life: the quantitative study A research partnership between Thinkbox and Cog to understand multi-screening behaviour Quant survey: - 1,003 online survey (a nationally representative sample of GB online adults 16+) - Who is a multi-screener? - Why do they multi-screen? - How do they differ from an average TV viewer? - What genres do they interact most with?
- 4. What exactly is multi-screening? TV partnered by another, wireless, internet device – such as phone or laptop Multi rather than dual screening: we are often surrounded by more than one device, e.g. phone + laptop, phone + tablet Attention easily flicks between devices
- 6. Topline UK population figures: how many multi-screen? 81% of the online UK population multi-screen which mean that 70% of the total UK population have ever multi-screened. 70 m 60 63 50 51 m Millions 40 44 m 30 20 10 0 UK population Online Population Multi-screening Population Source: ONS population stats, IAB online penetration figures, Screen Life quant survey
- 7. Multi-screeners by demograph: who’s doing it? 100% 90% 93% % who claim to multi-screen 80% 86% 89% 85% 81% 81% 70% 75% 60% 64% 50% 40% 30% 20% 10% 0% Online adults Male Female 16-24 25-34 35-44 45-54 55+ Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
- 8. Multi-screeners split by age and sex male 55+ Online Males female 55+ Online Females 100% 90% 95% 93% % who claim to multi-screen 80% 88% 89% 89% 84% 70% 79% 78% 60% 63% 65% 50% 40% 30% 20% 10% 0% 16-24s 25-34s 35-44s 45-54s 55+ Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
- 9. Multi-screeners: age and gender profile Male multi-screeners Female multi-screeners 16-24 55+ 16-24 55+ 0 8% 0 11% 0 25-34 19% 27% 45-54 17% Male Female 20% 45% 55% 27% 22% 27% 25-34 45-54 35-44 22% 35-44 Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
- 10. How often are people claiming to multi-screen? 100% % as a proportion of all multi-screeners 90% 27% Less often 80% 70% 60% 36% Sometimes 50% 40% 30% 20% 37% Almost always/quite a lot 10% 0% Source: Screen Life quant survey. Respondents who said they have ever multi-screened.
- 11. Age and gender profile of the heaviest multi-screeners Male heavy multi-screeners Female heavy multi-screeners 16-24 55+ 55+ 16-24 0 12% 0 7% 0 24% 25-34 45-54 26% Male 17% 18% 39% Female 61% 22% 19% 31% 25% 35-44 45-54 35-44 25-34 Source: Screen Life quant survey. Respondents who said they multi-screen ‘almost always’ or ‘quite a lot’
- 12. How does multi-screening pan out across the day? Adults 50 Watching TV 45 Watching TV and internet use 40 Watching TV and social networking Ave. daily % of adults 35 30 25 20 15 10 5 0 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 Time Source: Touchpoints 2012 – Adults who have internet access at home
- 13. How does multi-screening pan out across the day? 15-24s 50 Watching TV 45 Watching TV and internet use 40 Watching TV and social networking Ave. daily % of 15-24s 35 30 25 20 15 10 5 0 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 Time Source: Touchpoints 2012 – 15-24s who have internet access at home
- 14. Why do multi-screeners watch TV? Online adults All multi-screeners Heavy multi-screeners 100% 90% 80% 88%88% 83% 70% 60% 67% 68% 66% 50% 52% 53% 54% 40% 30% 34% 35% 34% 32% 20% 29% 30% 21% 10% 16% 18% 0% Entertainment Relaxation Spend time with Keep up to date Sports news Give me friends/family something to Tell us the main reasons you watch TV? talk about Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 15. Multi-screeners prefer to watch TV with friends & family Online adults All multi-screeners Heavy multi-screeners 160 Index versus online adults 140 120 100 107 100 100 80 60 40 20 0 I prefer to watch programmes the same time as family / friends even if they are not in same room Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 16. What technology are people using to multi-screen?
- 17. What kind of technology do multi-screeners own? Online adults All multi-screeners Heavy multi-screeners 100% 90% 91% 80% 87% 82% 70% 67% 70% 60% 64% 61% 60% 50% 55% 40% 30% 30% 20% 26% 21% 21% 19% 18% 10% 7% 7% 10% 0% Laptop Desktop PC Smartphone Tablet 3D TV Internet connected TV Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 18. What proportion of multi-screeners use Zeebox? 50% Online adults All multi-screeners Heavy multi-screeners 45% 40% 35% 30% 25% 20% 20% 15% 10% 12% 10% 5% 0% Have you ever used Zeebox before? Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 19. What do multi-screeners do when watching TV?
- 20. Online chat by device type – split by age 100% Any interaction 90% 80% % Agree from quant survey Text about TV progs 70% 60% 50% Chat on social networking sites about TV progs 40% 30% Chat on messenger about TV progs 20% 10% 0% 16-24 24-34 35-44 45-54 55+ Source: Do you ever chat about programmes on TV via the following ways…?
- 21. Online chat by device type – split by multi-screeners Online adults All multi-screeners Heavy multi-screeners 100% 90% % Agree from quant survey 80% 70% 60% 70% 60% 61% 50% 51% 40% 46% 30% 39% 40% 20% 28% 22% 10% 0% Text about TV progs Chat on social networking sites Chat on messenger about TV about TV progs progs Source: Screen Life quant survey. Do you ever chat about programmes on TV via the following ways…?
- 22. Multi-screeners like to chat online about their viewing Online adults All multi-screeners Heavy multi-screeners 250 Index versus online adults 230 200 150 140 100 100 50 0 When I am watching a programme I like to chat online about what I am watching Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 23. What else do people do with devices whilst watching TV? Base: Screen Life quant survey
- 24. What differentiates multi-screeners from the online population?
- 25. Multi-screeners more keen to connect with friends about TV Online adults All multi-screeners Heavy multi-screeners 160 Index versus online adults 140 120 127 100 107 100 80 60 40 20 0 I would like to know more about what TV programmes my friends have been watching Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 26. Multi-screeners use devices to research TV programmes Online adults All multi-screeners Heavy multi-screeners 160 Index versus online adults 140 138 120 119 100 100 80 60 40 20 0 Do you use a tablet, phone or laptop to research the TV programmes you are watching? Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 27. Multi-screeners have a greater trust in TV advertising Online adults All multi-screeners Heavy multi-screeners 160 Index versus online adults 140 145 120 100 109 100 80 60 40 20 0 I trust the advertising I see on the television Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 28. Multi-screeners more likely to be brand advocates Online adults All multi-screeners Heavy multi-screeners 160 Index versus online adults 140 120 122 100 109 100 80 60 40 20 0 I often recommend things I have seen advertised on the television Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 29. Multi-screeners more likely to follow up links from ads Online adults All multi-screeners Heavy multi-screeners 160 150 Index versus online adults 140 120 117 100 100 80 60 40 20 0 Do you use a phone, tablet or computer to follow up links from programmes and ads? Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 30. Multi-screeners believe they see or hear more ads Online adults All multi-screeners Heavy multi-screeners 200 180 Index versus online adults 160 176 140 120 100 112 100 80 60 40 20 0 Do you feel that using the device means you see or hear more ads than you used to? Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 31. They believe they still take in ads whilst multi-screening Online adults All multi-screeners Heavy multi-screeners 160 Index versus online adults 140 145 120 100 112 100 80 60 40 20 0 Do you think you still know what an ad is about even if you are on your device while it is playing? Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 32. Multi-screeners believe they ‘meerkat’ the most 160 Online adults All multi-screeners Heavy multi-screeners 140 135 120 100 105 100 80 60 40 20 0 much of the time are you ‘meerkating’? (attention equally divided between Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 33. Online interaction by genre & the effect on viewing
- 34. Share of online interaction/chat based by genre: all All Multi-screeners 5.7% Reality shows 6.0% 17.1% Talent shows 6.1% Sport Soaps 6.2% Music 16.9% News 7.9% Game shows Entertainment 9.2% Documentaries 13.4% Cookery 11.5% Base: Screen Life quant survey. Respondents who claim to chat about or interact with (online) certain TV genres.
- 35. Share of online interaction/chat based by genre: heaviest Heavy Multi-screeners Reality shows 7.0% 15.1% Talent shows 6.3% Sport 7.0% Soaps Music 15.7% 8.2% News Game shows 7.5% Entertainment 12.0% Comedy 9.3% Cookery 11.9% Base: Screen Life quant survey. Respondents who claim to chat about or interact with (online) certain TV genres.
- 36. Chatting online whilst watching TV increases enjoyment Agree Neutral Disagree Heavy Multi-screeners 55% 41% 4% All Multi-screeners 50% 44% 6% Online adults 48% 45% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Do you feel that chatting or commenting about a programme you are watching makes you enjoy it more? Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 37. Online conversation drives live TV viewing Agree Neutral Disagree Heavy Multi-screeners 45% 41% 14% All Multi-screeners 39% 43% 18% Online adults 38% 43% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% If you often chat or comment on a programme does that mean you try and watch it live? Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 38. Social media chatter about programmes can drive viewing Yes Sometimes No Heavy Multi-screeners 42% 39% 19% All Multi-screeners 26% 49% 25% Online adults 25% 48% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Do you sometimes end up watching a programme because others are commenting on it? Base: Screen Life quant survey. Heavy multi-screeners are respondents who said they multi-screen ‘almost always’ or ‘quite a lot’. All multi-screeners are respondents who said they have ever multi-screened.
- 39. What we discovered…some highlights Word of Mouth: Multi-screening drives WOM online and drives live viewing Interaction: Multi-screening enhances enjoyment through increased interaction. TV is a key driver of multi- screening behaviour online. It keeps us in the room Commercial Opportunity: There is a largely untapped potential for broadcasters and advertisers Multi-screening does not affect attention adversely & has no effect on brand recognition
Editor's Notes
- #3: Screen Life: Research commissioned by Thinkbox to look deeper into TV and secondary screens. Research carried out by Cog Research.
- #5: But first, we need to define exactly what we mean by multi-screening.In a nutshell, multi-screening is the use of another, wireless, internet-enabled device – so most commonly a smartphone or a laptop but this could also include some handheld games consoles, tablets etc.The reason we’ve termed it multi, rather than dual screening is because amongst our sample, TV viewing was often accompanied by more than one piece of additional technology – most typically their mobile phones plus another device. Viewers would readily flick their attention between whatever devices they had in front of them. So for example some viewers would watch TV, look something up that they’d seen on an ad and then text their partners about it.
- #13: So the environment is ripe for multi-screening, which is one of the most significant technology-led behaviours to emerge in years. There are lots of stats out there about how much we multi-screen but probably the most reliable measure is the latest Touchpoints data, which shows it to be fairly low at the moment as you can see from this graph (the green and blue lines)But even though multi-screening only makes up a fraction of the time people spend watching TV, it is significant in that much of the industry is talking about it. We know that multi-screening has enhanced the TV experience for some, but there is little actual research about it and it’s time to look in more depth.
- #14: So the environment is ripe for multi-screening, which is one of the most significant technology-led behaviours to emerge in years. There are lots of stats out there about how much we multi-screen but probably the most reliable measure is the latest Touchpoints data, which shows it to be fairly low at the moment as you can see from this graph (the green and blue lines)But even though multi-screening only makes up a fraction of the time people spend watching TV, it is significant in that much of the industry is talking about it. We know that multi-screening has enhanced the TV experience for some, but there is little actual research about it and it’s time to look in more depth.
- #21: Of course we wanted to try and begin to get a sense of how much of the chat is related to programmes .Although we used the quant work for sampling and segmentation purposes, some interesting things did come out and we can see that over half of people under 34 that we sampled had discussed TV via an additional screen with the numbers stacking up pretty well for over 35s also. Texting was the most common vehicle for this but social networking sites were not far behind.And as we provide more mechanisms for playing along with ads and content the multi screeners in the UK seem to enjoy it more and more.
- #40: Multi-screening has many benefits for TV.