Presentation is loading. Please wait.

Presentation is loading. Please wait.

2 The Council for Research Excellence Consists of 35+ senior-level research professionals Represents advertisers, agencies, networks, cable companies,

Similar presentations


Presentation on theme: "2 The Council for Research Excellence Consists of 35+ senior-level research professionals Represents advertisers, agencies, networks, cable companies,"— Presentation transcript:

1

2 2 The Council for Research Excellence Consists of 35+ senior-level research professionals Represents advertisers, agencies, networks, cable companies, and station groups Seeks to advance the knowledge and practice of methodological research

3 3 Media Consumption and Engagement Committee Members: Jordan Breslow, Direct TV Shari Brill Tim Brooks Chris Edwards, 10 News Janet Gallent, NBCU Hadassa Gerber, SNTA Co-Chairs: Joanne Burns, 20 th Television Laura Cowan, LIN Media Tanya Giles, Viacom Sara Grimaldi, ESPN Greg Iocco, Scripps Jennie Lai, Nielsen Redjeb Shah, Univision Ceril Shagrin, Univision Susie Thomas, Palisades Emily Vanides, MediaVest Jack Wakshlag, Turner Richard Zackon, CRE

4 Measuring the Shifting Screen TV Untethered Laura Cowan Research Director LIN Media Christopher Neal VP, Tech and Telecom Practice Chadwick Martin Bailey Photo *1-pt black border shadow

5 5 Video Usage on Smartphones Increasing Source: Nielsen Mobile Device Insights, Q Monthly Minutes (000) Mobile Video Watching

6 6 Study Objectives Gain a Better Understanding of Mobile Video Usage to Provide Insight for Cross Platform Measurement Quantify time spent watching TV on mobile devices –How much –How often Determine what motivates consumers to watch TV on mobile devices Profile mobile viewing occasions –what kinds of conditions correlate with mobile viewing –through which sources are mobile TV viewers getting programming

7 7 Who We Surveyed Sample US yrs olds Broadband Internet access at home Watch 5+ hours of TV per week Group Definitions Group 1Group 2Group 3 No mobile devices Own mobile devices Do not watch TV on mobile devices Own mobile devices DO watch TV on mobile devices Sample Size N=1,291 respondents N=65,756 viewing occasions N=1,528 respondents N=96,925 viewing occasions N=3,067 respondents N=230,506 viewing occasions

8 8 Respondent Experience Screening Survey Online survey identifying respondents and developing profiling information Census-balanced click-throughs at first to size the market accurately Mobile Journaling Diary 7 day journaling of TV viewing occasions by device and viewing preferences Based on four time blocks per 24 hour period Fielded January 14 th – 27 th 2013 Attitudinal Survey Post journaling, online survey to better understand motivations and behaviors associated with decision making for watching TV programming Additional profiling questions Respondents Completed a Screening Survey, Journaled Their TV Viewing Behavior for 7 Days, Followed by a Post-Journal Attitudinal Survey

9 9 Of those in addressable market: How Much and How Often? Group 1: No smartphones/ tablets Group 2: Own mobile device No mobile TV Group 3: Mobile TV viewers Watch 5+ hrs TV a week Sources: US Population and Age Buckets (census.gov); High-speed internet access at home (PEW: pewinternet.org); Watch 5+ hours TV a week (Survey screener data from census balanced click throughs).

10 10 All Viewers: Only 2% of All TV Hours Logged Were on Mobile Devices % of Total TV Hours Watched On Each Device Among TOTAL ADDRESSABLE MARKET TV Computer Tablet Smartphone 2% Mobile Viewing

11 11 The Remainder of the Presentation Focuses Solely on Mobile Viewers Group 3: Mobile TV Viewers = 32%

12 12 Mobile Viewers: Even Among Them, Mobile Viewing Is a Minority of Total TV Hours % Of Total TV Hours Watched On Each Device Among MOBILE VIEWERS (GROUP 3) TV Computer Tablet Smartphone 7% Mobile Viewing

13 13 Mobile TV Viewers: Younger, Higher Income Group 1 No Mobile Devices Group 2 No Mobile TV Viewing Group 3 Mobile TV Viewers Demographics Tend to be older (mean age 44) HH income is lower More likely Caucasian More unemployed and retired Age falls in between Group 1 and Group 3 (mean age 40) More likely Caucasian HH income similar to Group 3 More employed professionals Tend to be younger (mean age 35) HH income is higher Ethnic Skew Asian-American African-American English–Dominant Hispanic More employed professionals More graduate/Prof degrees

14 14 14% of Mobile TV Viewers Currently Have No Pay TV Service at Home Yes = 86% No = 14% Mobile Viewers with No Pay TV Younger (under 35 years of age) Lower HH income More likely to live in the West region of the US More likely to live by themselves More likely to rent primary residence More likely to be Asian-American Base: All mobile TV viewers (Group 3) SCQ11: Which of the following providers do you currently use for pay TV at your primary place of residence? (No = % who selected None of the above: I do not currently subscribe to any pay TV service).

15 15 The Majority of Mobile Viewing Takes Place in the Home Base: Total positive TV viewing occasions. JOURNAL_Q17: Where did you watch TV on a device other than a traditional TV set during this time? (Select all that apply.) % of TV Viewing Occasions

16 16 Most Mobile Viewing Is through Online Services Base: Total positive viewing occasions. JOURNAL Q6/Q8/Q10/Q12/Q14: What was the source of TV shows or movies that you watched on a [DEVICE] during this time? All data is within Group 3. % of TV Viewing Occasions

17 17 Mobile Viewing: Dramas, Comedies, Adult Animation on Smartphones in Particular Base: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically? *Top 5 genres shown for all devices % of TV Viewing Occasions

18 18 Mobile Viewing More Commonly Occurs During Daytime, Prime and Late Fringe Base: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically? % of TV Viewing Occasions

19 19 Convenience and Multi-Episode Availability Drive Mobile Viewing Base: Those who watched on device other than TV set (Group 3 Mobile Viewers). QADQ10: Why did you choose to watch television programming on a [DEVICE] instead of on a TV set?. Ad avoidance is not a primary motivator

20 20 Mobile TV Viewing Is Driven by Necessity in Larger HH. When they choose to watch on a TV set, it is more commonly because they want to watch with others. Base: Total positive TV viewing occasions. % of TV Viewing Occasions OneTwoThreeFour

21 21 Mobile TV Viewing Is Driven by Program Availability in Single Person HH Base: Total positive TV viewing occasions. Top motivations for device selection : % of TV Viewing Occasions OneTwoThreeFour

22 22 The Smaller the Device, the More Focused Viewers Are While Watching TV Base: Total positive TV viewing occasions. JOURNAL Q19: What activities did you do at the same time on these devices while you were watching TV? Darker bars: second screen activity, unrelated Lighter bars: second screen activity, related % of TV Viewing Occasions

23 23 In Summary 1) Mobile TV viewing total volume is still small, though many people now do it –The mobile revolution makes TV viewing more convenient and more personalized for more occasions, but the majority of viewing still happens on TV sets 2) Convenience is by far the most common motivation for mobile viewing –Even inside the home, mobile can be the more convenient (or the only way) to watch a show –Screen multiplier: enables household members to watch different shows at the same time –Immediacy: mobile spurs spontaneous viewing and enables instant gratification…even when consumers can navigate to the same shows through a television set 3) TV content distribution source is the biggest mobile vs. television set difference –Online subscription services currently dominate mobile TV viewing 4) Dramas, comedies, movies and adult animation are the most common mobile genres 5) Daytime, Prime and Late Fringe are the most common dayparts for mobile 6) Mobile viewers are more focused than television set viewers

24 24 Additional White Paper … This study also resulted in substantial learnings about best practices for online mobile journaling research, such as… –Recruiting techniques, incentive structures and alert notification systems that maximize in- the-moment participation rates on a mobile journaling app –Journaling research design and mobile app interface considerations for high data quality –Data QC, integration and analytical considerations for occasion-based journaling data Additionally, we learned much about the implied impact of mobile TV viewing on overall TV viewing as well as television set viewing through TreeNet predictive analytics (and compared these modeling results with more conventional OLS regression models) Further details are available in the accompanying white paper for this presentation

25


Download ppt "2 The Council for Research Excellence Consists of 35+ senior-level research professionals Represents advertisers, agencies, networks, cable companies,"

Similar presentations


Ads by Google