Screen Survey
As you will appreciate, the world - the marketing world that is - is seeking information on who
uses what device to view the news, videos and brand advertising. The concept of 5 Screen
Marketing is very real to those companies selling products and services that a loyal customer
purchases or uses each and every day. Purchases such as coffee and services such as online
communication. To know who uses which device screen to view their travel dreams is as
important to you as it is to those firms selling an everyday product.
A study by the BBC is very revealing and should
be used as a base for travel trade companies.
Although the survey focused on how consumers
consumed their news there is a correlation to
travel as and when YOU release something that
is newsworthy.
Here’s the reason for the study: The study,
conducted by InSites Consulting, surveyed more
than 3,600 owners of digital devices in Australia,
Singapore, India, UAE, South Africa, Poland,
Germany, France and the US in order to
determine the growing impact of TV,
smartphones, tablets and laptops on people’s
news consumption habits. Survey participants
were top income earners and owners of at least
three devices amongst television, tablet,
smartphone and laptop/desktop.
The survey finds tablets complement TV viewing
and finds the 25-34 age demographic the biggest
news enthusiasts.
Key findings include:
• Tablet owners watch more TV news, not less,
with 43% of tablet users saying they consume
more TV than they did five years ago, and most
saying they use tablets alongside TV.
• Young professionals, the 25-34 year old
demographic are the biggest news enthusiasts.
• Second screening for news is becoming
commonplace, with users often using devices in
tandem. 83% of tablet users say they have used
their tablets while watching television.
• TV still dominates overall usage, taking 42% of
people’s news consumption time compared with
laptops (29%), smartphones (18%) and tablets
(10%).
• News audiences expect to see advertising
nearly as much on mobile (79% tablet, 84%
smartphone) as they do on TV (87%) and online
(84%).
• People respond to advertising across all the
screens, with 1 in 7 users indicating they
responded to a mobile ad in the last four weeks
whilst responses to TV and desktop are 1 in 5 and
1 in 4 respectively.
Smartphones and laptops are most
popular throughout the working day,
peaking at around 1pm.
The survey found that, rather than competing,
different platforms complement one another
allowing people to layer their device usage
throughout the day. Smartphones and laptops
are most popular throughout the working day,
peaking at around 1pm. TV usage spikes
dramatically from 5pm onwards, and at its peak
time of 7pm TV use is 50% higher than for any
other device.