Mi9 study reveals four cross-screen pathways as consumers connect across miltiple devices; new trends result in a shift of ad spending in Australia

The days of just kicking back on the sofa to relax and watch your favourite TV show could be a thing of the past, according to new research published by Mi9 today. Instead of switching off and winding down, three quarters (75%)[i] of us now reach for a mobile device or ‘second screen’ – as well as the remote – with almost half of viewers (46%)[ii]using both screens in tandem to access related content.

Mi9’s ‘Connected Experiences’ study[iii], a global Microsoft research report, reveals that for today’s ‘Always On’ generation, cross-screening across your TV, mobile, laptop and other devices is now the default viewing mode for many Australians. While using two or more screens to multi-task, share and react to content is not a new trend, for the first time Mi9 has uncovered what is driving this. More importantly, the hypermobility and seamless connection between devices is changing how publishers deliver content and consequently shifting where marketing dollars are spent.

VIEW THE INFOGRAPHIC – mi9_Cross_Screen_Engagement.pdf

Says Gabbi Stubbs, Mi9’s head of research & insights: “It’s no secret that we’ve become a nation of tech junkies, reliant on laptops, mobile phones, tablets and gaming consoles for inspiration, information and communication. The key difference now is that by getting a deeper understanding of the different journeys consumers take as they engage with content across multiple screens, there’s a real opportunity for marketers to provide more meaningful messages and craft unique experiences tailored to the devices in-hand.”

According to Mi9’s research, the majority (87%) of those surveyed enjoy being able to check out their favourite products or brands when combining devices in tandem to carry out tasks, while almost three quarters (74%) said they find advertising helpful to identify new products of interest.

Says Stubbs: “Advertisers need to start asking questions of publishers to delve deeper into how their content will be rolled out across different channels and devices and what this cross-screening trend means for their brand. From a marketing perspective, the conversation on multi-device use may eventually become redundant. What we’ve heard marketers say is the greatest value to a brand, is understanding how audiences shift between devices and channels based on context, environment or convenience and how they can tailor experiences to the individual user – not just that consumers are multi-tasking. We believe this research puts us ahead of conventional thinking; delivering insight into the drivers behind that multi-screen consumer behaviour previously not understood.”

The Connected Experiences study also reveals the four common ‘pathways’ that Australians take as they engage in activities across multiple devices – for the first time providing deeper insights for marketers into today’s multi-screen behaviours:

1.       Content Grazing – the most common type of cross-screening behaviour for seven in ten (68%) Australian consumers occurs when two screens are used simultaneously to access unrelated contentsuch as checking Facebook, email or news while watching TV.Content Grazing is driven by a need for control (67%) and enjoyment (45%) and activities are usually multi-tasking or distraction based, withusers typically searching for information to entertain (69%) and half are keen online shoppers (49%)

2.       Investigative Spider-Webbing – six in ten (57%) cross-screeners fall into this pathway. Users crave enjoyment (50%) and turn to another device – such as a mobile or tablet – to view related content enhance that complements their primary screen (32%). For example, using a TV companion app like Nine’s Jump-in to view exclusive show content and access to other features. Investigative Spider-Webbers are entertainment fans (64%), enjoy online shopping (55%) and connecting with others on social networks (41%)

3.       Social Spider-Webbing – the least common multi-screening pathway covering four in ten (39%) consumers. Social Spider-Webbers are extroverted and crave recognition (37%) and security (35%).Activity is focused on sharing and connecting on social networks (70%) and television usually acts as the catalyst to seek out new information, driving them to a second screen to access new content, whether it’s to relax and entertain (65%) or shop (50%)

4.       Quantum – the third most common pathway with almost half(46%) of consumers in this category. Activities are focused on efficiency (36%) with Quantum screeners the most likely to conduct work or admin based tasks on two screens (37%), such as assessing an advert for an upcoming movie on a mobile phone during the day, but postponing booking tickets until the evening when a laptop or tablet is handy as the task is quicker and easier on a larger screen. Quantum screeners also engage in social activities (43%) and half (50%) seek out information on multiple screens to keep themselves entertained.

Says Stubbs: “To capture people’s attention as they switch concentration from screen to screen, marketers need to adapt their messaging so it works in sync with both the consumer’s immediate job in hand and is relevant to the device being used.

“While many publishers are now concentrating on multi-device use, there needs to be more focus on the user experience. It’s about having the right marketing mix for the brand and understanding how platforms and devices, fuelled by compelling content, can complement and supplement each other, and do so seamlessly. That’s where the marketing dollars need to be spent. With Mi9’s 14.2 million active unique user base, advertisers can reach their exact target audience, across any screen at the right time.”