Media multi-tasking & Second screen August 2016

Transcription

1 Media multi-tasking & Second screen August 2016

2 THE CROSS-MEDIA SURVEY MEDIAXPERIENCE (reminder) TNS Online Access Panel Belgian population y. with internet access (reweighted towards total universe 15-64) Day diary (day after recall) 96 periods of 15 min. (24 hours) Location Media type & media brand Device & platform n=3.224 interviews 01/12/ /12/2015

3 WHAT ARE WE TALKING ABOUT? MEDIA MULTI-TASKING SECOND SCREEN (included in media multi-tasking) multiple simultaneous media activities : two or more media brands (same medium or not) consumed at the same moment second media activity while watching a TV channel on a TV set : another media brand consumed at the same moment on a PC, a tablet or a GSM

4 THE MEDIA DEFINITIONS IN «MEDIAXPERIENCE» VIDEO AUDIO WEB PRESS - TV : traditional TV channels (La Une, RTL-TVi, Een, VTM, etc) - Other video : online video (websites & social networks) + VOD (telco providers & OTT services such as Netflix) + uploaded video - Radio : traditional radio stations (VivaCité, Bel RTL, Radio 1, Q-music, etc) - Other audio : online audio (radio websites, exclusive webradios & other sites) + AOD (streaming services such as Spotify) + uploaded audio - Web pages : websites (video, audio & press excluded) - Soc. networks : Facebook, Twitter, Instagram, etc (video & audio excluded) - Dailies : on paper, PDF version or websites - Magazines : weeklies & non weeklies; on paper, PDF version or websites

5 MEDIA MULTI-TASKING

6 ONE MEDIUM AT A TIME, PREFERABLY! 51% 40% 42% 40% 37% 42% y y y y y. media multi-taskers (on an average day) y; National; Mon-Sun; % of media multi-taskers on an average day (%reach based on total universe)

7 MEDIA MULTI-TASKING PLAYS A MODERATE ROLE Daily average duration Share in media volume 22% y; National; Mon-Sun; ATPI (average time per individual) & % media volume

8 THE FAVOURITE PAIRS Video + Web 27% Audio + Web 17% Audio + Press Video + Audio Press + Web 8% 7% 7% 38% on y. Video + Press 5% y; National; Mon-Sun; % of media multi-taskers on an average day (%reach based on total universe)

9 THE COMBINED EQUIPMENT TV + PC 25% TV + GSM PC + GSM PC + Radio 10% 10% 12% TV + Tablet PC + Tablet GSM + Radio Radio + Paper Tablet + GSM PC + Paper 6% 6% 4% 4% 4% 4% The most frequent simultaneous uses TOP y; National; Mon-Sun; % of people using 2 devices simultaneously on an average day (%reach based on total universe)

10 BEST COMMITMENT FOR AUDIO-VIDEO Web surfers Press readers Video viewers Audio listeners Share of media multi-taskers (on an average day) 48% 44% 34% 33% y; National; Mon-Sun; % share of multi-taskers for each type of media consumers (% profile on an average day)

11 SECOND SCREEN

12 32% OF VIEWERS HAVE 2 PAIRS OF EYES Base = total universe Base = TV viewers 25% years 42 base = total universe years years second screeners on an average day years years % base = TV viewers y; National; Mon-Sun; % of second screeners on an average day (%reach)

13 HIGHER CONCENTRATION DURING A LIVE VISION Second screeners TV LIVE (%) Second screeners TOTAL TV (%) Second screeners TIME-SHIFTED VIEWING or TV ON DEMAND (%) y; National; Mon-Sun; % of second screeners on an average day (%reach based on TV viewers)

14 HIGHER IS THE AUDIENCE, LOWER IS THE 2 nd SCREEN 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Reach Total TV Share "Second screeners" 00:00-00:15 00:30-00:45 01:00-01:15 01:30-01:45 02:00-02:15 02:30-02:45 03:00-03:15 03:30-03:45 04:00-04:15 04:30-04:45 05:00-05:15 05:30-05:45 06:00-06:15 06:30-06:45 07:00-07:15 07:30-07:45 08:00-08:15 08:30-08:45 09:00-09:15 09:30-09:45 10:00-10:15 10:30-10:45 11:00-11:15 11:30-11:45 12:00-12:15 12:30-12:45 13:00-13:15 13:30-13:45 14:00-14:15 14:30-14:45 15:00-15:15 15:30-15:45 16:00-16:15 16:30-16:45 17:00-17:15 17:30-17:45 18:00-18:15 18:30-18:45 19:00-19:15 19:30-19:45 20:00-20:15 20:30-20:45 21:00-21:15 21:30-21:45 22:00-22:15 22:30-22:45 23:00-23:15 23:30-23: y; National; Mon-Sun; % daily reach Total TV & % of second screeners in the TV audience (%reach based on TV viewers)

15 2 nd BEST ROLE FOR THE LAPTOP y y. 54% 53% 29% 54% 25% 22% 16% 9% y; National; Mon-Sun; % usage of second screen on an average day; base = total second screeners

16 MOBILE IN THE MORNING, TABLET IN THE EVENING 120% Laptop GSM / smartphone Desktop Tablet 100% 80% 60% 40% 20% 0% y; National; Mon-Sun; % usage of second screen; base = total second screeners

17 SURFING & NETWORKING ABOVE ALL Web pages Social networks 48% 51% Video on other sites Video on Soc. networks Dailies VOD & SVOD Uploaded video Video on TV websites Magazines 11% 10% 8% 6% 3% 3% 1% y; National; Mon-Sun; % of second activity on an average day; base = total second screeners

18 SOCIAL NETWORKS & DAILIES IN THE MORNING Websites Social networks Dailies 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% y; National; Mon-Sun; % usage of second screen; base = total second screeners

19 PUBLIC TV IS FAVORED 47% 42% 40% 38% 38% 36% 34% 30% Plug RTL Chaînes françaises AB3 La Deux RTL-TVi Club RTL La Une La Trois y; South; Mon-Sun; % share of 2 nd screeners in the audience of the TV channel (% profile on an average day)

20 PUBLIC TV IS FAVORED 42% 42% 40% 38% 34% 33% 30% 27% 2Be Vitaya Vier Vijf VTM Canvas Een Acht y; North; Mon-Sun; % share of 2 nd screeners in the audience of the TV channel (% profile on an average day)

21 DO YOU NEED MORE INFORMATION? For more information, please contact : Lynda Calonne - Brand Marketing Supervisor l.calonne@rmb.be Anne de Kerchove - Brand Marketing Developer a.dekerchove@rmb.be Marketing 2016

22 THE MEDIA SCENE, A WORLD OF PLEASURE AND DISCOVERY