Velti Mobile Whitebook 2013.pdf - IAB UK

Mobile Whitebook 2013
Tablets become the second screen of the family
With their ease of use, long battery life and high-quality user
experiences, tablets are well used in the homes of consumers.
Rather than desktop devices, which are more likely to be
confined to a single location, tablets can be moved around the
house and used for a multitude of tasks.
One phenomenon that’s occurred with the rise of smartphones
and tablets is that of ‘second screening’. This is the use of
tablets while watching TV or another device. In the UK, 24%
of consumers do this several times a day. The activities being
performed during second screening are broad and occur both
sequentially, as we start tasks on one device and continue on
another, and simultaneously, as we watch two screens at the
same time. There’s a vital link between traditional consumer
engagement with brand advertising and mobile search; and
of course hard wiring ads to devices with Shortcodes to drive
customer response levels.
26%
Simultaneous use of Tablet
while watching TV
24%
24%
23%
US
UK
GERMANY
ITALY
29%
29%
Top Activities performed during
simultaneous screen usage
42%
Social Networking
60%
Emailing
25%
Playing a Game
15%
Work
Documents
44%
Internet
Browsing
23%
Searching
9%
Watching
Video
In addition to second-screening, tablets are used to access
television content. UK consumers are the most likely in the
world to access television content over the internet ahead of
the US. This is encouraged by the early arrival and success of
products such as BBC iPlayer.
12%
15%
19%
17%
16%
14%
19%
20%
13%
10%
15%
13%
7%
7%
9%
9%
12%
20%
By understanding second-screening behaviour, marketers
have a unique opportunity to tailor campaigns in an integrated
fashion. TV no longer commands our full attention – for half
of us, ‘lean back’ now has a ‘sit forward’ component, which
provides an opportunity to engage with consumers in a
timely and relevant fashion through the channels available to
them via a tablet device, but given the range of screen sizes
many brands are coming unstuck by relying on their website
experience to render to tablet.
• The tablet is not confined to one room in the house. It is well
shared and well liked
• Tablets are used for email and gaming, with levels of
shopping twice that of a smartphone
• Tablets can empower better conversion rate through
touchable and swipe-able content
SEVERAL TIMES A DAY
ONCEA DAY
SEVERAL TIMES A WEEK
SEVERAL TIMES A MONTH
ONCE A MONTH OR LESS
NEVER
• Multi-screening consumer behaviour is both sequential and
simultaneous
Key facts about second screening
• 78% of UK TV viewers simultaneously use a
smartphone while watching television in a typical day
• 80% of UK tablet owners do the same (but as yet,
fewer owners).
10 www.velti.co.uk