The media world is changing. People are devoting more time and attention to different kinds of screens than ever before – and these screens are increasingly used at the same time. These parallel use scenarios beg the question of what specific screen use patterns, motifs and functions are most effective, and how these impact user attention and advertising perception. As a market leader with digital DNA and profound expertise in the sector, we wanted to gain a better understanding of just how much this multi-screen use could impact perception – especially on digital screens.
In our study, “Catch Me If You Can!”, we want to take a step back and look at the basic questions regarding multi-screen use:
- How widespread is the multi-screen phenomenon?
- What roles do these individual screens play (TV, PC, laptop, tablet, smartphone)?
- What are the reasons for switching attention in multi-screen situations?
- How tangible is this change in media use habits?
- What impact does this changed behaviour have on the amount of attention devoted on content and advertising?
- Multi-screen is originally a digital topic.
- Multi-screen is a media reality widely found in all segments of society.
- Most multiple screens used at the same time did not feature related content.
- There isn’t a first screen. The first screen is always the one that currently has the user’s attention.
- The parallel use of multiple screens reduced the attention paid to the individual screens.
“Catch Me If You Can” was nominated for the renowned IAB Europe Research Award. An expert panel of judges named the study one of the five best in the “Consumer Attitudes & Behaviour” category by from a total of 140 submissions.