2012 The New Multi-screen World

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28 Consumers are also conduc*ng complementary ac*vi*es across screens 22% TV + Tablet PC + Smartphone TV + Smartphone of simultaneous usage is complementary Key complementary device combina?ons TV + PC 40% 36% 35% 32% “It depends on the program like with certain programs like “The Wire” I was really into what other people were saying about it. So I would go on to the blogs and you know, what did you guys think about this and stuff like that. Or if there’s an actress that I recognize, but I can’t remember where I recognize her from, I’ll just do a quick search on IMDB, or something like that.” -‐ Andrew Base: Ever Use Devices at Same Time (Floa?ng). Q. Thinking about how you use each of these device combina?ons, please indicate how you use each combina?on most oJen. Do you mostly use the devices to mul?-‐task (each device is used for a separate ac?vity), to complement each other (to do the same or related ac?vity), or to do both equally? Base: Total Answering Follow-‐Up Occasion – PC/Laptop: (446); Smartphone (575). Q. Was the ac?vity you were doing on your [SECONDARY DEVICE] related to your use of a [PRIMARY DEVICE]?
29 The changing role of television in a mul*-‐screen world
Page 1 and 2: The New Mul*-‐screen World: Und
Page 3 and 4: 3 Portable screens allow us to move
Page 5 and 6: 5 What did we do? In partnership wi
Page 7 and 8: 7 The new mul*-‐screen world
Page 9 and 10: 9 17 Minutes Smartphone Our *me onl
Page 11 and 12: 11 The amount of *me we have or nee
Page 13 and 14: 13 Context: • On-‐the-‐go
Page 15 and 16: 15 Consumer viewpoints on device di
Page 17 and 18: 17 There are two modes of mul*-
Page 19 and 20: 19 Top ac*vi*es performed when sequ
Page 21 and 22: 21 Started on a PC/Laptop Con?nued
Page 23 and 24: 23 Consumers rely on search to move
Page 25 and 26: 25 Smartphones are the most frequen
Page 27: 27 Most consumers are mul*-‐tas
Page 31 and 32: 31 TV is a major catalyst for searc
Page 33 and 34: 33 Discovering “found” *me
Page 35 and 36: 35 We accomplish goals through spon
Page 37 and 38: 37 “Found *me” arises from this
Page 39 and 40: 39 Smartphones allow us to shop at
Page 41 and 42: 41 Search drives access to shopping
Page 43 and 44: 43 Consumers take a mul*-‐devic
Page 45 and 46: 45 5 7 Mul*-‐screen lessons to

2012 The New Multi-screen World

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