Thinkbox screen life multiscreening stats

Screen Life: the view from the sofa

Contents

1) Intro to Screen Life

2) Quantitative findings & some TP4

3) Summary of findings and contacts

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

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?

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

Who is multi-screening?

Topline UK population figures: how many multi-screen?

UK population Online Population Multi-screening Population0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

62,698,000

50,786,000

43,676,000

mm

m

Source: ONS population stats, IAB online penetration figures, Screen Life quant survey

81% of the online UK population multi-screen which mean that 70% of the total UK population have ever multi-screened.

Multi-screeners by demograph: who’s doing it?

Online adults Male Female 16-24 25-34 35-44 45-54 55+0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.810.75

0.860.93

0.890.85

0.81

0.64

% w

ho

cla

im t

o m

ult

i-s

cre

en

Source: Screen Life quant survey. Respondents who said they have ever multi-screened.

Multi-screeners split by age and sex

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

88%95%

89% 89%

79%

93%84%

78%

63% 65%

% w

ho

cla

im t

o m

ult

i-s

cre

en

Online Males Online Females

16-24s 25-34s 35-44s 45-54s 55+


Multi-screeners: age and gender profile

55%

45%Male

Female

8%

17%

27%22%

27%

16-24

25-34

35-4445-54

55+

Male multi-screeners Female multi-screeners

19%

27%

22%

20%

11%16-24

25-34

35-44

45-54

55+


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

37%

36%

27%Less often

Sometimes

Almost always/quite a lot

% a

s a

pro

po

rtio

n o

f a

ll m

ult

i-s

cre

en

ers

How often are people claiming to multi-screen?


26%

31%19%

17%

7%12%

18%

25%

22%

24%

Age and gender profile of the heaviest multi-screeners

61%

39%Male

Female

16-24

25-34

35-4445-54

55+

Male heavy multi-screeners Female heavy multi-screeners

16-24

25-3435-44

45-54

55+

Source: Screen Life quant survey. Respondents who said they multi-screen ‘almost always’ or ‘quite a lot’

Time

How does multi-screening pan out across the day? Adults

Source: Touchpoints 2012 – Adults who have internet access at home

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

:00

11

:30

12

:00

12

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13

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13

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14

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14

:30

15

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16

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20

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20

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22

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22

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23

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23

:30

0

5

10

15

20

25

30

35

40

45

50 Watching TV

Watching TV and internet use

Watching TV and social networking

Ave

. dai

ly %

of

adu

lts

Time

How does multi-screening pan out across the day? 15-24s

Source: Touchpoints 2012 – 15-24s who have internet access at home

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

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11

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12

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12

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13

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14

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0

5

10

15

20

25

30

35

40

45

50 Watching TV

Watching TV and internet use

Watching TV and social networking

Ave

. dai

ly %

of

15-2

4s

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.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

88%

66%

29%

52%

35%

16%

88%

67%

30%

53%

34%

18%

83%

68%

34%

54%

32%

21%

Online adults All multi-screeners Heavy multi-screeners

Why do multi-screeners watch TV?

Tell us the main reasons you watch TV?

I prefer to watch programmes the same time as family / friends even if they are not in same room0

20

40

60

80

100

120

140

160

100100 107


Ind

ex v

ersu

s o

nli

ne

adu

lts


Multi-screeners prefer to watch TV with friends & family

What technology are people using to multi-screen?

What kind of technology do multi-screeners own?

Laptop Desktop PC Smartphone Tablet 3D TV Internet connected

TV

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

82%

67%

55%

19%

7%

18%

87%

64% 60%

21%

7%

21%

91%

61%

70%

26%

10%

30%



What proportion of multi-screeners use Zeebox?

Have you ever used Zeebox before?0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

10%12%

20%



What do multi-screeners do when watching TV?

% A

gre

e f

rom

qu

an

t su

rve

y

16-24 24-34 35-44 45-54 55+0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Any interaction

Text about TV progs

Chat on social networking sites about TV progs

Chat on messenger about TV progs

Online chat by device type – split by age

Source: Do you ever chat about programmes on TV via the following ways…?

Text about TV progs Chat on social networking sites about TV progs

Chat on messenger about TV progs

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

51%

39%

22%

60%

46%

28%

70%61%

40%


Source: Screen Life quant survey. Do you ever chat about programmes on TV via the following ways…?

% A

gre

e f

rom

qu

an

t su

rve

yOnline chat by device type – split by multi-screeners

Multi-screeners like to chat online about their viewing

When I am watching a programme I like to chat online about what I am watching0

50

100

150

200

250

100

140

230


Ind

ex v

ersu

s o

nli

ne

adu

lts


What else do people do with devices whilst watching TV?

Base: Screen Life quant survey

What differentiatesmulti-screeners from the online population?

Multi-screeners more keen to connect with friends about TV

I would like to know more about what TV programmes my friends have been watching0

20

40

60

80

100

120

140

160

100107

127


Ind

ex v

ersu

s o

nli

ne

adu

lts


Multi-screeners use devices to research TV programmes

Do you use a tablet, phone or laptop to research the TV programmes you are watching? 0

20

40

60

80

100

120

140

160

100

119

138


Ind

ex v

ersu

s o

nli

ne

adu

lts


Multi-screeners have a greater trust in TV advertising

I trust the advertising I see on the television0

20

40

60

80

100

120

140

160

100

109

145


Ind

ex v

ersu

s o

nli

ne

adu

lts


Multi-screeners more likely to be brand advocates

I often recommend things I have seen advertised on the television0

20

40

60

80

100

120

140

160

100

109122


Ind

ex v

ersu

s o

nli

ne

adu

lts


Multi-screeners more likely to follow up links from ads

Do you use a phone, tablet or computer to follow up links from programmes and ads? 0

20

40

60

80

100

120

140

160

100

117

150


Ind

ex v

ersu

s o

nli

ne

adu

lts


Multi-screeners believe they see or hear more ads

Do you feel that using the device means you see or hear more ads than you used to?0

20

40

60

80

100

120

140

160

180

200

100112

176


Ind

ex v

ersu

s o

nli

ne

adu

lts


They believe they still take in ads whilst multi-screening

Do you think you still know what an ad is about even if you are on your device while it is playing?0

20

40

60

80

100

120

140

160

100

112

145


Ind

ex v

ersu

s o

nli

ne

adu

lts



Multi-screeners believe they ‘meerkat’ the most

When watching TV how much of the time are you ‘meerkating’? ...0

20

40

60

80

100

120

140

160

100105

135


Online interaction by genre & the effect on viewing

Share of online interaction/chat based by genre: all

17.1%

16.9%

13.4%11.5%

9.2%

7.9%

6.2%

6.1%

6.0%5.7% Reality shows

Talent shows

Sport

Soaps

Music

News

Game shows

Entertainment

Documentaries

Cookery

Base: Screen Life quant survey. Respondents who claim to chat about or interact with (online) certain TV genres.

All Multi-screeners

Heavy Multi-screeners

Base: Screen Life quant survey. Respondents who claim to chat about or interact with (online) certain TV genres.

Share of online interaction/chat based by genre: heaviest

15.1%

15.7%

12.0%

11.9%

9.3%

7.5%

8.2%

7.0%

6.3%

7.0% Reality shows

Talent shows

Sport

Soaps

Music

News

Game shows

Entertainment

Comedy

Cookery

Chatting online whilst watching TV increases enjoyment

Online adults

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

48% 45% 7%

Heavy Multi-screeners 55% 41% 4%

Agree Neutral Disagree

Do you feel that chatting or commenting about a programme you are watching makes you enjoy it more?

All Multi-screeners 50% 44% 6%


Online conversation drives live TV viewing

If you often chat or comment on a programme does that mean you try and watch it live?

Online adults

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

38% 43% 19%


Agree Neutral Disagree



Social media chatter about programmes can drive viewing

Do you sometimes end up watching a programme because others are commenting on it?

Online adults

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25% 48% 27%


Yes Sometimes No



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 advertisersMulti-screening does not affect attention adversely & has no effect on brand recognition

Contacts

Tijen Enver([email protected])

0207 630 2320

mailto:[email protected]

Thinkbox screen life multiscreening stats

Technology

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