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  • Multi Screen – Der Blick ins Wohnzimmer (2014)

Multi-Screen - Der Blick ins Wohnzimmer

Die Multi-Screen-Grundlagenstudie "Catch Me If You Can!" (www.multi-screen.eu) hatte gezeigt: Die Mediennutzung im Multi-Screen-Modus ist stark fragmentiert. E-Mail-Portale sind screenübergreifend die Einstiegspunkte der Nutzer. Die Folgestudie "Der Blick ins Wohnzimmer" vertieft diese Erkenntnisse. Zusammen mit dem Eye Tracking Spezialisten Eye Square wurde die Multi-Screen-Nutzung nicht nur abgefragt, sondern tatsächlich gemessen.


"Der Blick ins Wohnzimmer"- Studie von United Internet Media gewinnt im Rahmen der "INTERACT BERLIN 2015" Messe den Research Award in der Kategorie Multi Screen!

Die Ergebnisse untermauern die Bedeutung von Multi Screen: Die per Eye Tracking gemessene Aufmerksamkeit der Nutzer teilt sich nahezu gleichmäßig zwischen TV-Bildschirm und digitalen Endgeräten (Laptop, Tablet und Smartphone) auf. Es gibt nicht den First Screen und auch nicht den Second Screen. Der Nutzer entscheidet, welcher Bildschirm gerade seine Aufmerksamkeit erfährt, und das ändert sich in Multi-Screen-Situationen zudem mit hoher Frequenz.   

Besonders in den TV-Werbeblöcken werden die digitalen Screens noch einmal deutlich intensiver genutzt und es verschiebt sich die Aufmerksamkeit. Der Fernseher – und damit die TV-Werbung – bekommt während des Werbeblocks weniger als ein Drittel der gemessenen Aufmerksamkeit. Die digitalen Screens sind dagegen in diesem Moment der First Screen der Nutzer und erhalten mit zwei Dritteln wesentlich mehr Zuwendung. Für Werbungtreibende bietet sich hiermit die Chance, durch die gezielte Belegung von Multi-Screen-Einstiegspunkten im Internet, wie zum Beispiel E-Mail-Portale, die Nutzer bzw. Zuschauer auf mehreren Kanälen anzusprechen und so die Kampagnenwirkung zu steigern.

Zentrale Ergebnisse:

  • Ungefähr die Hälfte der Aufmerksamkeit entfällt auf TV und Online
  • Während des Werbeblocks deutliche intensivere Nutzung der digitalen Screens
  • Die Nutzungsdauer pro Nutzungsakt ist bei TV-Werbung sichtbar kürzer
  • Im Schnitt wechselt die Aufmerksamkeit zwischen den verschiedenen Devices fast 2 mal pro Minute
  • Es gibt (fast) keine TV-Werbekontakte ohne Multi-Screen-Nutzung

Studiensteckbrief:

Für die ethnographische Studie wurden zwei Stunden Mediennutzung von Multi-Screen-Nutzern in 20 deutschen Haushalten mittels Eye Tracking gemessen. Untersucht wurde dabei, wie sich die Aufmerksamkeit der Probanden auf die untersuchten Screens verteilt (TV, Laptop, Tablet und Smartphone). Durchgeführt wurde die Studie vom Marktforschungsinstitut Eye Square, Berlin. 

Weitere Informationen zur Methodik und die Ergebnisse im Einzelnen finden Sie in unserem PDF.

Hier finden Sie die ausführliche Studie

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