What
did
we
do?
In
partnership
with
Sterling
Brands
and
Ipsos
this
research
was
conducted
in
two
phases:
Qualita*ve
phase:
mobile
text
diaries,
online
bulle?n
boards
and
in-?home
interviews
in
LA,
Boston
and
Aus?n
Quan*ta*ve
phase:
Par?cipants
logged
each
of
their
tradi?onal
and
digital
media
interac?ons
in
a
mobile
diary
over
a
24
hour
period.
A
survey
probing
further
into
observed
behavior
was
deployed
the
day
following
diary
par?cipa?on
Par?cipants
were
given
an
online
survey
to
understand
a[tudes
and
behaviors
associated
with
various
digital
ac?vi?es,
speci?cally
when
using
mul?ple
screens
1,611
9,974
Entries
Par?cipants
15,738
7,955
Media
Interac?ons
Hours
of
ac?vity
Research
conducted
in
Q2
2012
5
*Note:
Smartphone,
PC
and
TV
users
aged
18-?64
were
par?cipated.
While
par?cipants
were
not
screened
in
on
tablet
usage,
41%
reported
using
the
device