In a multiscreen world, everything is online

Multi Screen User Behavior Analysis

One does not require to browse any strategic research to acknowledge the growth of digital devices. It is more than apparent now that consumer is not going to stay happy with just a single (TV) screen. From Television to PC to Mobile phones to Smartphones & now Tablets, consumer is hungry for more & more screens to satiate his hunger for information, content & communication. With the advent of more & more devices, consumer’s attention span on any single device is getting minimal but his habit of screen hopping is rising exponentially. The trend is certainly in the favour of new age media specialists who have learn to thrive in randomness.

There are few eye opening trends which have forced us to look at Multi Screen user behaviour as the next big wave in the media industry, not just from theoretical perspective but from pure business standpoint as well, here’s why:

If you notice the graph below, according to the latest comscore reports, Almost 40% of total TV viewing audience across all age groups (in US) are showing light TV viewing
pattern.

US Average TV viewing per week ( by age group ) - Comscore 2013

The trend doesn’t change much on weekends(refer to graph below) where Almost 40% viewers are falling in zero to light viewership status. This clearly suggests that consumption is shifting in big numbers to other devices.

US Weekend TV viewing analysis (by age group ) - Comscore 2013

Lets look at couple of more interesting statistics in this regard. To tell you honestly, I was not surprised by this one, especially when I myself an owner of multiple information/ communication devices.

According to comScore data, Over 70% of US consumers (all ages) are now using TV & PC in the same room

US Multi Screen viewership Pattern Analysis - Comscore 2013

Close to 65% are watching TV while surfing computer at the same time.

US TV Watching while using other gadgets like PC
It is however even more interesting to see what these users are surfing while they are watching TV. According to comScore data,
Multi Screen Marketing - reasons for watching TV shows online
57% of audience at least once watch their TV show online.
This is a great eye opener for all broadcast companies to rejig their programming strategy. This can open up not just new revenue opportunities for all content owners but a step towards a handshake between traditional & new media marketing companies.

Alarmingly, 67% users are watching their favourite shows online.

because they missed it on TV or they want to match it to their schedule, classic example of a modern family who is on the move or hectic lifestyle/busy with jobs/ kids at home with remote control in their hands.

The statistics above clearly demonstrate a paradigm shift in the social landscape which is now becoming more predominant as the number of nuclear families increasing day by day. As media & marketing professionals, we cannot afford to have a narrow point of view about things simply because the line between online and offline is about to vanish.

Before I sign off here, I would like to leave you with this Keynote speech  on “Winning with Mobile in a Multi-Screen World” from Bon Mercado Head of Mobile, Google

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