TelecomTV TelecomTV
  • News
  • Videos
  • Channels
  • Events
  • Network Partners
  • Industry Insights
  • Directory
  • Newsletters
  • Digital Platforms and Services
  • Open RAN
  • Cloud Native Telco
  • Telcos and Public Cloud
  • The Green Network
  • Private Networks
  • Open Telco Infra
  • 5G Evolution
  • Access Evolution
  • Edgenomics
  • Network Automation
  • 6G Research and Innovation
  • Security
  • More Topics
  • Network Partners
  • Industry Insights
  • Directory
  • Newsletters
  • |
  • About
  • Contact
  • |
  • Connect with us
  • Digital Platforms and Services
  • Open RAN
  • Cloud Native Telco
  • Telcos and Public Cloud
  • The Green Network
  • Private Networks
  • Open Telco Infra
  • 5G Evolution
  • Access Evolution
  • Edgenomics
  • Network Automation
  • 6G Research & Innovation
  • Security
  • Connect with TelecomTV
  • About
  • Privacy
  • Help
  • Contact
  • Sign In Register Subscribe
    • Subscribe
    • Sign In
    • Register
  • Search

Devices

Devices

Smartphone starting-point for multi-screen usage

Ian Scales
By Ian Scales

Apr 11, 2014

(c) Flickr/Tribehut/cc

(c) Flickr/Tribehut/cc

Brand research specialist, Millward Brown, has just completed what it claims as the largest ever study on multiscreen usage. It got field research specialist, On Device Research, to gather usage data in 30 countries to come up with the basis of the report (see MWC 2013: Mobile surveys online for a rundown of On Device Research).

Not much of a surprise to start with - the smartphone is the new first screen. In terms of that vital ‘attention’ statistic (from a marketing poiint of view), a multi-screen user would, on average, grant the smartphone 147 minutes daily; the TV 113 minutes, 108 minutes for the laptop and 50 minutes for the tablet.

So a typical multiscreen user consumes 7 hours of media per day. During which...

  • For 35 per cent of screen time people are simultaneously watching TV and using a digital device
  • 65 per cent of screen time is spent shifting from one screen to another, which the report claims is the biggest multiscreen marketing opportunity.
  • TV is predominately a starting point and digital devices are used more to continue/complete tasks
  • Receptivity is higher for TV than for ads on digital screens
  • Smartphones and tablets account for 47 per cent of media time but only per cent  of media spend, this is expected to grow to 12 per cent by 2016.

Screen shifting is clearly a key behaviour and the willingness of ‘digital natives’ to do lots of it means all the players in the converging multi-screen space have to understand where things are headed if they’re to intercept the commercial opportunities. Today’s crop of digital native/multi-screen users will soon become the majority.

In that sense, Chromecast (see - Settops versus Setbacks: is the industry adding TV to the Internet or vice versa) is certainly a digital native technology designed around the fact that mobile-first multi-screen users will likely see the TV as something to display their mobile or cloud content on when and where it’s available - sometimes just to have a “sit back” experience but also to share content with others from a single screen.

The study also highlights global differences. African countries were found to be the forerunners for accessing content through mobile phones, especially feature phones, while in South Korea, phablet use is much higher than the global norm.

Perhaps the surprise was to see the relatively low usage of tablets, at just 50 minutes per day. At this point in the tablet product cycle, with tablets showing 50 per cent growth rates we might have expected to see them getting more attention, something T-Mobile in the US claims its new tariffs might start to something about. (see - T-Mobile gives away cell tablets at WiFi prices...)

Related Topics
  • 6G Research and Innovation,
  • Analysis & Opinion,
  • Devices,
  • News

More Like This

Digital Platforms and Services

AR/VR headset shipments slow in Q1 2023 as the market awaits wide availability of next-gen headsets, according to IDC

Jun 2, 2023

6G Research and Innovation

True digital inclusion is key to 6G – NGMN

Feb 15, 2023

Access Evolution

News brief: Global smartphone sector slumped in Q4

Jan 19, 2023

5G Evolution

GlobalData reveals its six telco consumer services, platforms and devices category predictions for 2023

Jan 13, 2023

Digital Platforms and Services

Spatial tap: Turning sound quality up to 11

Jan 4, 2023

Email Newsletters

Sign up to receive TelecomTV's top news and videos, plus exclusive subscriber-only content direct to your inbox.

Subscribe

Top Picks

Highlights of our content from across TelecomTV today

1:17:33

From telco to techco: The impact of next-gen operations on skills, talent acquisition and retention

1:14:31

Achieving maximum operational efficiency: How service providers can best operate at speed and scale

1:14:20

Why data and APIs are key to implementing the vision of the digital services provider

TelecomTV
Company
  • About Us
  • Media Kit
  • Contact Us
Our Brands
  • DSP Leaders World Forum
  • Great Telco Debate
  • TelecomTV Events
Get In Touch
[email protected]
+44 (0) 207 448 1070
Connect With Us

  • Privacy
  • Cookies
  • Terms of Use
  • Legal Notices
  • Help

TelecomTV is produced by the team at Decisive Media.

© Decisive Media Limited 2023. All rights reserved. All brands and products are the trademarks of their respective holder(s).