New Findings On Multi Screen
The fundamental multi-screen study "Catch Me If You Can!" already showed that 86% of German internet users, aged 14-59 years, are multi-screeners and therefore proved the relevance of multi-screen. “A Peek Into The Living Room” is a follow-up study of this fundamental results and confirmed the meaning of multi-screen by measured data. It determined how the attention from participants in multi-screen situations is distributed to the several examined screens (television, notebook, tablet, smartphone). For the study video recording and eye-tracking was employed with the aim to derive recommendations for action concerning planning and running online campaigns with the help of the examined behavior of the participants.
- Attention is almost distributed equally for TV and online.
- Media use in the multi-screen mode is highly frequented: The gaze
changes between the various devices about 2 times per minute.
- Higher online use during advertising: With the start of the TV commercial
break, users focus more on digital devices.
- There are (almost) no TV advertising contacts without multi-screen use. 95% of multi-screen reception for TV; 5% exclusive viewing of the TV screen during the presentation of advertising.
- Multi-screen use is practised media reality: Proven once again on the basis of measured data.
For the ethnographic study two hours of media usage of multi-screeners (use of one or more combinations of television, notebook, tablet or smartphone; aged 18-59 years) were recorded in 20 German households. The focus was the distribution of attention of the subjects on the various screens. The special feature was the glasses which measured the eye movement with a pupil eye tracker and recorded what the participants were looking at, including the advertisement on the several screens. The responsible contractor was eye square, Berlin.
Get the PDF for more information on the methodology and results.