connecting the story - the first global study of news consumption across multiple screens - bbc
DESCRIPTION
Presented by Joe Hall, Senior Business Insights Manager, BBC at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.netTRANSCRIPT
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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October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry