CROSS-SCREENCONSUMER BEHAVIOR: DECODED

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The online, connected digital universe that accesses the internet via PC and mobile devices is growing, and will continue to grow as device adoption, multiple device ownership, and access to faster network connections develop around the globe. Consumers are becoming increasingly comfortable moving across a number of devices to stay connected and consume content. In fact, consumers often complete tasks and consume media across multiple devices throughout a single day.

As a result, the intersection of these trends has changed the way users connect. Now, the next phase in this evolution is how brands become more strategic with mobile and “chase the rabbit,” aligning advertising and messaging when users “hop” from device to device.

The challenge for marketers is to understand how to communicate effectively with today’s cross-screen customers and uncover the right opportunities to reach them. This report is designed to educate brands and marketers on the new world of cross-screen users; who they are, the types of content they are consuming, and how they are most likely to use a specific device (over another). The statistics and data are becoming quite compelling for a mobile-led world. For example, of women aged 25-49, 80% are cross-screen users and 11% are mobile-only users, making this demographic the largest spending time on mobile.

Takeaway:We live in a world of multi-screens, multi-platforms, and multi-devices – from smartphones to connected TVs to phablets to wearables – and new users and applications are emerging to help maintain the growth of how we are connecting with consumers in new ways. The messaging and marketing across these devices still needs to be clear, consistent, and engaging. Because, however you refer to it, it’s still about creating consistent experiences, independent of the mediums we use in our daily lives.

The insights here are based upon analysis of mobile measurement firm comScore’s Multi-Platform product, and Millennial Media’s global platform observations across thousands of mobile ad campaigns.

EXECUTIVE SUMMARY

Additional findings:The total digital universe that accesses the internet via PC or mobile device has grown four percent in the last year to 201 million users. The mobile-only user base has grown at 9x this rate and PC-only users have decreased at 11x this rate.

PC & Mobile users ages 18-24 grew nine percentage points in the year, while their time spent on smartphones grew 20%.

Mobile technology is helping baby boomers jump to a mobile only (and non-PC) world. Mobile users aged 50+ have grown their number of cross-device users in the last year by 19%, while the number of aged 50+ PC-only users decreased 19%.

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0%

20%

40%

60%

80%

100%

The digital universe that accesses the internet via PC or mobile device has grown to over 200 million people in the U.S. alone. As the number of connected adults has grown, so have the amount of cross-screen users. In fact, 70% of digital users are now cross-device, up from 63% a year ago.

Since April 2013, the digital universe has grown 4%. Mobile only users have grown at 9x this rate, while PC only users have decreased 45% during the same period.

THE CROSS-SCREEN UNIVERSE

This report will follow four main demographic groups throughout the report: adults 18-24, men 25-49, women 25-49, and adults 50 and over. Men and women 25-49 have the largest percentage of cross-screen (PC and mobile) users, an average of 79%. 62% of adults over the age of 50 are cross-screen, but this group has the smallest percentage of mobile only users (2%). Conversely, adults 18-24 have the largest group of mobile only users, 15% of this demographic.

Women25-49

Adults50+

Men25-49

Adults18-24

Multi-Screen Users by Demographic

Digital Universe

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2013 & 2014.

15%

18%

11%7%

15%

2%

36%

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014 and April 2013.

Adults 18+: 201M Monthly Users 4%

13%

Total Mobile Users: 160MSmartphone: 128MTablet: 35M

17%Total PC Users: 181M

PC & Mobile users over the age of 50 saw the largest increase, up 19 percentage points year-over-year.

PC users over the age of 50 saw the largest decrease, down 19 percentage points year-over-year.

19M36%

40M45%

Mobile Only Mobile & PC PC Only

Mobile Only Mobile & PC PC Only

141M16%

62%

67% 80%78%

9%

While there are 141 million cross-screen users in the U.S., the amount of time spent on each device is different, and varies further by demographic.

TIME SPENT ACROSS DEVICES

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2013 & 2014. Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2013 & 2014.

In 2014, the amount of time spent on smartphones surpassed PCs, in terms of both total minutes spent and as a percentage of total time. Time spent on smartphones grew 7% year-over-year, while time spent on PCs decreased 8%. Tablets grew slightly at 2%.

Women 25-49 spend more time on both smartphones and tablets than any other demographic (55% smartphones, 13% tablets). Time spent on smartphones grew for all demographics year-over-year, while time spent on tablets grew the most year-over-year for adults over the age of 50, growing 87%.

Share of Monthly Digital Minutes by Audience

Share of Monthly Digital MinutesWhile the total time on digital devices has grown 12% year-over-year, time spent on PC has decreased 6%. Time on smartphones and tablets has grown at triple and double the overall rate, respectively.

Total Time Spent by Device

Min

utes

SmartphoneTabletPC

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2013 & 2014.Smartphone Tablet PC

10%

20%

30%

40%

50%

60%

January 2014January 2013

January 2014January 2013

0% 20% 40% 60% 80% 100%

44%

32%

49%

56%

35%

44%

55%

41%

29%

55%

12%

13%

10%

15%

10%

Total Audience

Adults 18-24

Men 25-49

Women 25-49

Adults 50+

350B

107B

499B

472B

134B

470B6%

35%

24%

Smartphone Tablet PC

Time spent on tablets grew 87% year-over-year for users over 50.

Time on smartphones grew 20% year-over-year for users 18-24.

Users over 50 also showed the largest decrease in time spent on PC, down 13%.

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Time spent across devices varies by content. For some categories, the majority of time spent is on PC, while other content is accessed on mobile first. Regardless of the mix of devices, digital users are accessing all types of content across different screens.

Six content categories see 50% or more of their time from mobile devices. Based on 2013 data, Retail content was previously accessed via primarily PC, but recently crossed over to see the majority of time spent in this category on mobile. Health, News, and Sports content are also poised for a mobile majority.

MOBILE CROSS-SCREEN CONTENT

Cross-Screen Behavior by Content

Total Digital

Automotive

B2B

Business/Finance

Food

Games

Health

News

Retail

Social Media

Sports

Streaming Radio

Travel

TV

Weather

0% 20% 40% 60% 80% 100%

76%

80%

62%

58%

50%

55%

47%

28%

56%

5%

68%

67%

44%

31%

5%

8%

2%

15%

5%

6%

14%

11%

6%

16%

11%

11%

12%

9%

19%

12%

36%

27%

45%

39%

39%

61%

38%

79%

21%

22%

44%

60%

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.Smartphone Tablet PC ≥50% Mobile

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15% 24% 61%

We’ve seen how engagement varies by demographic and content, and now we’ll combine the two to see how different demographic groups spend their time in certain content categories across devices. Certain key groups skew more heavily towards mobile for certain content, while the opposite is true for others.

TIME SPENT ACROSS CONTENT

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.

Smartphone Tablet PC

Women25-49

Adults50+

Men25-49

Adults18-24

0%

20%

40%

60%

80%

100%

1%

23%

3%

74%

27%

2%

72% 38%

60%

37%

2%

61%

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.

Smartphone Tablet PC

Women25-49

Adults50+

Men25-49

Adults18-24

0%

20%

40%

60%

80%

100%

46%

25%

17%

58%

10%

44%

36%

11%

53%

47%

17%

36%

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.

Smartphone Tablet PC

Women25-49

Adults50+

Men25-49

Adults18-24

0%

20%

40%

60%

80%

100%

82%74%

18%

8%16%

2%

85%

8%7%

75%

21%

4%

Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.

Games is a category that has a mobile majority across all demographics, averaging 83% of time spent on mobile devices. Within the category, adults over the age of 50 spend the highest percentage of time playing games on tablets.

GamesFor streaming radio, smartphones are the leading device across all demographics, averaging 80% of time spent. Tablets follow, averaging 16% across all groups.

Radio

Business & Finance content is accessed via smartphones more often by adults 18-24, as this mobile savvy group is likely more comfortable with mobile banking and payments than other demographics.

Business & FinanceFor Retail content, we see more differences in time spent across devices for each demographic. Women 25-49 and adults 18-24 spend more than 50% of their time in Retail content on mobile devices. Women 25-49 and adults over the age of 50 spend the highest amount of time in Retail on tablets.

Retail

Smartphone Tablet PC

Women25-49

Adults50+

Men25-49

Adults18-24

0%

20%

40%

60%

80%

100%

65%

47%

35%

18%

10%

25%

70%

17%

13%

65%

25%

10%

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On the Millennial Media platform, a number of advertisers effectively run mobile campaigns targeting users across devices.

MILLENNIAL MEDIA CROSS-SCREEN DATA

JEEP WINS WITH MOBILE-FIRST CROSS-SCREEN CAMPAIGN

RESULTSThe campaign reached a unique audience of 1.4 million cross-screen viewers Over 57% of all impressions reached the same user across multiple screens, demonstrating strong unique user reach and accuracyCTR increased by over 43% on PC ads when we reached the same user on their mobile device first

Jeep and Universal McCann collaborated with Millennial Media to develop an integrated approach for Compass/Patriot to deliver their message across all screens, through one unified campaign. Jeep and Universal McCann tapped into Millennial Media’s PATH Cross-Screen Advertising suite to reach their target audiences across all touch points, which provided message accuracy, at scale.

OPPORTUNITY

STRATEGY

Jeep was looking to increase awareness and consideration of the refreshed Patriot and Compass models by driving qualified consumers to Jeep.com to learn more about the latest releases.

Source: Millennial Media, 2014.

Brands in seven different verticals have run cross-screen campaigns since January 2014. The Automotive vertical has seen success leveraging this campaign targeting. For example, Jeep was able to leverage the PATH Cross-Screen Advertising suite to reach their target audiences across all touch points.

Verticals Running Cross-Screen Campaigns

AUTOMOTIVE TECHNOLOGY TELECOMMUNICATIONS RESTAURANTSFINANCE HEALTH: FITNESS & WELLNESS

RETAIL

By combining third-party auto-specific audience data with Millennial Media’s unique multi-screen device-matching technology, Jeep delivered their engaging creative to each viewer as they moved between devices – ensuring they hit in-market consumers from multiple touch points.

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SUMMARY & REPORTING METHODOLOGY

The insights here are based upon analysis of mobile measurement firm comScore’s Multi-Platform product, and Millennial Media’s global platform observations across thousands of mobile ad campaigns.

The study uses data sourced from comScore’s audience analytics products, including Media Metrix, Media Metrix Multi-Platform, and Mobile Metrix. Powering these products is comScore’s Unified Digital Measurement™ methodology, which combines person-level measurement from the 2 million person comScore global panel with census informed tonnage of consumption that accounts for 100% of a media property’s audience.

comScore Methodology: • Media Metrix Multi-Platform U.S.; February 2013, April 2013, and January 2014• Mobile Metrix 2.0; comScore’s Unified Digital Measurement; February 2013 and January 2014

Visit www.millennialmedia.com/research to sign up to receive Millennial Media-related news including the Mobile Mix™ report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, the Mobile Intel Series, and special reports. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com.

Report Methodology

Millennial Media is the leading independent mobile ad platform company, supporting the world’s top brands and mobile content providers. The company's unique data and technology assets enable its clients to connect with their target audiences as they move across screens, media, and moments. Millennial Media drives meaningful results at scale through a diverse suite of products fueled by innovation and the industry's smartest minds. For more information, visit www.millennialmedia.com.

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