4/5/2013
Consumers are most receptive to advertising on TV, computer, and tablet and least receptive on gaming console and mobile phone, according to a Microsoft Advertising survey of multiscreen-using consumers in Australia, Brazil, Canada, the U.K., and the U.S. Almost nine in 10 consumers (87%) appreciate being able to get information on products or brands at any time and place, thanks to online and mobile technologies. Nearly three-quarters (74%) feel that advertising can be helpful in telling them about new products.
The study identifies four primary ways in which consumers use multiple screens.
- Content Grazing (71% of U.S. multiscreen users do so): Using two or more devices simultaneously to access separate, unrelated content. Usually done out of habit or to alleviate boredom with a brief distraction. Morning and evening are the prime times for this form of multiscreen behavior.
- Investigative Spider-Webbing (57%): Using multiple devices to view related content simultaneously. Often done to research or dive more deeply into a subject, such as reading about a movie on IMDB while watching it on TV. Most commonly done in the evening and later at night.
- Quantum (41%): Starting an activity on one device and continuing it on another. Used to complete practical tasks efficiently. Prime times are morning, afternoon, and evening.
- Social Spider-Webbing (38%): Using a device to engage with others while participating in an activity on another device. Done in the morning, at noon, and in the evening.
Although consumers have embraced a multiscreen lifestyle and believe these technologies enhance their lives, almost half (48%) admit to yearning for a time when they could just focus on one task at a time.
Source: “Cross-Screen Engagement: Multiscreen Pathways Reveal New Opportunities for Marketers to Reach and Engage Consumers,” March 2013, Microsoft Advertising, Natasha Hritzuk, senior director of consumer insights, 1290 Ave. of the Americas, 6th Fl., New York, NY 10104; 212-245-2100; natashah@microsoft.com; www.advertising.microsoft.com. Price: Available online at no charge.
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