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  • Catch Me If You Can! (2013)

Catch Me If You Can!

Grundlagenstudie zur Multi-Screen-Nutzung

Die Medienwelt verändert sich, Aufmerksamkeit und Zeitbudget der Nutzer verteilen sich auf so viele unterschiedliche Screens wie nie zuvor. Dabei werden diese Screens auch immer häufiger parallel, also gleichzeitig genutzt. Gerade in diesen Parallelnutzungssituationen stellt sich die Frage nach spezifischen Nutzungsmustern, Motiven und Funktionen der Screens sowie ihrem Einfluss auf die Aufmerksamkeit und Werbewahrnehmung. Als marktführendes Unternehmen mit digitaler DNA und profunder digitaler Expertise wollen wir noch besser verstehen, inwieweit die neue Multi-Screen-Nutzung Auswirkungen auf die Werbewahrnehmung haben kann – insbesondere im Bereich digitaler Screens.

In unserer Studie „Catch Me If You Can!“ möchten wir daher ganz bewusst einen Schritt zurück gehen und zunächst den grundlegenden Fragen der Multi-Screen-Nutzung auf den Grund gehen:

  • Wie verbreitet ist das Phänomen Multi Screen tatsächlich?
  • Welche Rolle spielen dabei die einzelnen Screens (TV, PC, Laptop, Tablet, Smartphone)?
  • Was sind die Gründe für Aufmerksamkeitswechsel in Multi-Screen-Situationen?
  • Wie konkret ist die Veränderung der Mediennutzungsgewohnheiten?
  • Welchen Einfluss hat dieses veränderte Nutzungsverhalten auf die Aufmerksam­keitsverteilung für Inhalte und Werbung?

Zentrale Erkenntnisse:

  • Multi Screen ist originär ein digitales Thema.
  • Multi Screen ist bereits gelebte Medienrealität, sowohl in der Breite als auch über alle Bevölkerungsschichten.
  • Bei der gleichzeitigen Nutzung mehrerer Screens haben die Inhalte überwiegend keinen Bezug zueinander.
  • Es gibt nicht den First Screen. Der First Screen ist immer der Screen, der gerade die Aufmerksamkeit des Nutzers hat.
  • Die Parallelnutzung mehrerer Screens sorgt für reduzierte Aufmerksamkeit für die einzelnen Screens.

 „Catch Me If You Can“ ist für den renommierten IAB Europe Research Award nominiert. Die Studie wurde von der hochrangigen Jury aus mehr als 140 Einreichungen unter die fünf besten Studien in der Kategorie „Consumer Attitudes & Behaviour“ gewählt.

Hier finden Sie die ausführliche Studie.

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