Catch Me If You Can! 2.0
Catch Me If You Can! 2.0 – update on multi-screen baseline study
We’re continuing our research series on the parallel consumption of media with our “Catch Me If You Can! 2.0” study. The first edition from 2013 provided insights into people’s multi-screen use and its potential consequences in terms of brand perception and impact.
Multi-screen use has since become media reality and indispensable to people who are online regularly. The use of (digital) devices and media is constantly changing and evolving, however. This is why it’s important to review our findings from 2013 to find new insights.
The “Catch Me If You Can! 2.0” study is primarily designed to answer the following questions:
- Has the percentage of multi-screen use changed since 2013?
- Which digital devices do people use most frequently for multi-screen?
- Which combinations of devices are used most frequently for multi-screen users?
- What are the top activities in multi-screen situations?
- Have online user attitudes towards multi-screen changed since 2013?
A total of 1,005 online users ages 14 to 59 participated in our survey on the online access panel. Once again, we worked with Munich-based research and consulting agency d.core, responsible for conducting the first part of the “Catch Me If You Can” series of studies in 2013.
These are the main findings:
- The percentage of multi-screen media use has risen to nearly 90%, with noticeable increases among women and older users.
- Half of multi-screen users are very frequent multi-screen users. They use at least two devices simultaneously every day (several times a day).
- The combination of TV & smartphone replaced TV & laptop in the top position.
- E-mail activities continue to be the main points of internet access in multi-screen situations.
- The content people use in multi-screen situations is becoming increasingly independent of each other.
- The first screen gets the user attention more strongly than before.
Get the complete study here.
