October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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THE FIRST GLOBAL STUDY OF NEWS CONSUMPTION ACROSS MULTIPLE SCREENS

connecting the story

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• upscale news consumers

• owners of at least 3 out of 4

BBC and non-BBC users from

countries

we talked to people

TV LAPTOP/DESKTOP

TABLET SMARTPHONE

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addicted to news

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agree that it’s important to stay in touch with what’s going on in the world

globally,

STAYING IN TOUCH WITH GLOBAL NEWS

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.

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Q: How many hours a day do you spend consuming the news? Base: 3195 (excluding those in India)

STAYING IN TOUCH WITH NEWS

One in six waking hours

consuming news

Almost 3 hours every

weekday consuming news

Very little difference by

demographics –

25-34s consume the most

84%

82%

79%

79%

61%

56%

43%

National news

International news

General news

Local news

Financial/Business news

Sports news

Arts/Entertainment news

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Q: Which of the following types of news are you interested in? Base: 3610

NATIONAL AND INTERNATIONAL NEWS OF EQUAL IMPORTANCE

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the multi screen newsroom

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use different devices for different ways of

consuming news

two thirds

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

THEY KNOW WHAT THEY WANT –THE

QUESTION IS HOW DO THEY GET IT?

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occasions and settings

people around

daily routines

time of the day

purpose / intention

intensity of consumption

… but choice is more complicated than simply screen size

type of news

SIZE MATTERS…

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

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ROLLING NEWS: ALWAYS CONNECTED

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

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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

WE ONLINE, BUT WE STILL TV

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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

…AND USAGE IS EXPECTED TO GROW

using TV news more than five years ago

expect to use TV news more in next five years

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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

CURATED CONSUMPTION…

Considered analysis is the main

reason for 1 in 10 choosing TV

higher than laptop

higher than tablet

higher than smartphone

over half describe news consumption as “in depth” on TV

“It gives more detail and

I don’t have to search”

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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

of viewers have used the website of the channel they are watching (51% the website of a different news provider) to get more information

use TV first to check a breaking news story

DEEPER ENGAGEMENT

TV inspires deeper research

then turn to online to get more information to confirm the story

say there will always

be a TV–style screen

for shared news

consumption

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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

BIG SCREEN & SOCIAL

number one reason for using TV size of screen

more likely to watch news

on TV with other people

than accessing news on

any other device

3x

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Q: If you could only use one of these devices to consume news, which one would it be? Base: 3610

IF YOU ONLY CHOSE ONE DEVICE FOR NEWS

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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

IN DEPTH RESEARCH

laptop is used more than any other device for in-depth research

cite choice/control as the main reason

more than TV

more than smartphone

more than tablet

“By using a laptop I get to scan news as well as watch detailed news with research at my own convenience”

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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

TAKE TABLETS FOR MULTIPLYING EFFECT

I use TV more than I did five years ago

tablet user

non tablet user

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…much more

TABLETS AUGMENT TV

In the next five years I will use TV…

tablet users

non tablet users

…a bit more

Q: And how do you see this changing in the next 5 years? Base Tablet users: 2014 / non tablet users: 1596

23% 11%

19% 10%

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Q: How much do you agree with the following items? Base: Tablet users: 2014. Non base:

1596

SHARED BELIEFS

more likely to share

news stories once they

have checked it on a

professional news

organisation

more likely to share

news stories on social

networks

more likely to discuss

stories on blogstablet users are sharers – but credibility drives sharing

compared to non tablet users

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A CHEEKY PEEK?

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

smartphones used mainly for reading headlines, quick checks and skimming

more than any other device

of consumers state portability/ ability to access any where and at any time as key reason for using smartphone for news

of consumers who state smartphone would be their only device attribute ease of use/speed of access – the biggest reason after portability

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OR SOMETHING MORE MEANINGFUL?

Q: Which of the following types of content do you consume on each device or screen?

Q: How many times a day would you say you check each device or screen for the news?

Q: If you could only use one of these devices to consume news, which one would it be?

41%

WATCH SHORT NEWS CLIPS

10%

FULL NEWS PROGRAMMES

Comparable with tablets and desktop/PCs

Used to access the news 3-4 times daily

If you could only have one device for news

consumption 18% would pick mobile –

twice as many as would pick tablets

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Q: How much do you use each device for consuming news today, compared to 5 years ago? Base: 3522

Q: And how do you see this changing in the next 5 years? Base: 3522

USAGE IS EXPECTED TO GROW

using phones for

news more than

five years ago

expect to use

phones for news

more in next

five years

57% 59%

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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‟)

ATTENTION LEVELS ON MOBILE DEVICES SURPRISINGLY HIGH

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revenue at the speed of adoption

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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)

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ALL DEVICES TRIGGER RESPONSES IN ADVERTISING

Q: For each of the following phrases, please answer each of the following questions which

relate to advertising. Base: 3610

over 1 in 5 responding to TV ad

in last 4 weeks

1 in 4 responded to desktop ad

in last 4 weeks

1 in 7 have responded

to mobile or tablet in

the last 4 weeks

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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)

NET score(any devices used)

laptop/PC/

desktopsmartphone tablet

… search for more information on a product/ service advertised

56% 40% 22% 32%

…purchase a product/service I saw advertised

51% 40% 15% 24%

ADS ON TV PROMPT SECOND SCREEN PURCHASING

Whilst watching the news on TV I would also…

“Typically I get the impulse from the TV. For digging deeper into it I would use the tablet/PC when it is something quick. When it is a bigger story I will search for details on the PC. And mostly only when I am on the go I use the smartphone for following news”

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EVERY SCREEN HAS A PLACE

has it all? but not easy to search

gateway to the worldoff the beaten track

constant companion

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TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS

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WWW.MRMW.NET

MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry