Connecting the story

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THE FIRST GLOBAL STUDY OF NEWS CONSUMPTION ACROSS MULTIPLE SCREENS

connecting the story

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• upscale news consumers

• owners of at least 3 out of 4

BBC and non-BBC users from

countries

we talked to people

TV LAPTOP/DESKTOP

TABLET SMARTPHONE

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addicted to news

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agree that it’s important to stay in touch with what’s going on in the world

globally,

STAYING IN TOUCH WITH GLOBAL NEWS

Top 25% income earners Global Web index wave 7 2012 Sample : 947,472,000/ 15,312

Q: Below are a number of statements on your outlook on the world. Please indicate the extent to which you agree or disagree with

each one: „It is important to stay in touch with what is going on in the world‟. 4% disagree.

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Q: How many hours a day do you spend consuming the news? Base: 3195 (excluding those in India)

STAYING IN TOUCH WITH GLOBAL NEWS

84%

82%

79%

79%

61%

56%

43%

National news

International news

General news

Local news

Financial/Business news

Sports news

Arts/Entertainment news

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Q: Which of the following types of news are you interested in? Base: 3610

NATIONAL AND INTERNATIONAL NEWS OF EQUAL IMPORTANCE

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the multi screen newsroom

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use different devices for different ways of

consuming news

two thirds

Q: Below are listed some statements which describe why people use different

devices or screens for news consumption. Please indicate to what extent you

agree with each of them. Base: 3610

THEY KNOW WHAT THEY WANT –THE

QUESTION IS HOW DO THEY GET IT?

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occasions and settings

people around

daily routines

time of the day

purpose / intention

intensity of consumption

… but choice is more complicated than simply screen size

type of news

SIZE MATTERS…

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

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ROLLING NEWS: ALWAYS CONNECTED

Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or

consume the news during the week? (Base: Tablet users) Base: 2014

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news consumption

Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend day? Base:3610 Q: Thinking briefly about your total usage of different screens and devices, including both news and non news activities, what percentage of your consumption do you spend on each screen/device on a typical weekday and weekend day? Base: 3610

WE ONLINE, BUT WE STILL TV

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increase in TV consumption in last two years across Europe

Q: How much do you use each device for consuming news today, compare to 5 years ago? Base: 3522

Q: And how do you see this changing in the next 5 years? Base: 3522

…AND USAGE IS EXPECTED TO GROW

using TV more than five years ago

expect to use TV more in next five years

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Q: How would you describe the way you consume news on each device? Base: 3522

Q: You chose TV as you one and only news device, why is this? Base: 437

CURATED CONSUMPTION…

Considered analysis is the main

reason for 1 in 10 choosing TV

higher than laptop

higher than tablet

higher than smartphone

over half describe news consumption as “in depth” on TV

“It gives more detail and

I don’t have to search”

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Q: Imagine a momentous news day, or a huge news story that you are interested in. Which device would you turn to first to check on the breaking news? Base: 3610. Q: Where would you go afterwards to confirm / check on the news story? Base: 3610 Q: While consuming the news on TV, do you ever use another device or screen at the same time? And what are you using each device for? (Base: People who use the TV for news consumption) Base: 3610

of viewers have used the website of the channel they are watching (51% the website of a different news provider) to get more information

use TV first to check a breaking news story

DEEPER ENGAGEMENT

TV inspires deeper research

then turn to online to get more information to confirm the story

say there will always

be a TV–style screen

for shared news

consumption

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Q: You chose TV as you one and only News device, why is this? Base: 437. Q: How would you describe the way you

consume news on each device? Base:3522. Q: How much do you agree with the following items? „ There will always be a

TV style screen for shared news consumption‟ Base: 3610

BIG SCREEN & SOCIAL

number one reason for using TV size of screen

more likely to watch news

on TV with other people

than accessing news on

any other device

3x

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Q: If you could only use one of these devices to consume news, which one would it be? Base: 3610

IF YOU ONLY CHOSE ONE DEVICE FOR NEWS

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Q: How would you describe the way you consume news on each device? Base: 3610

Q: You chose Laptop as you one and only news device, why is this? Base: 555

IN DEPTH RESEARCH

laptop is used more than any other device for in-depth research

cite choice/control as the main reason

more than TV

more than smartphone

more than tablet

“By using a laptop I get to scan news as well as watch detailed news with research at my own convenience”

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Q: How much do you use each device for consuming the news today, compared to 5 years

ago? Base: Tablet users: 2014 / Non Tablet users: 1596

TAKE TABLETS FOR MULTIPLYING EFFECT

I use TV more than I did five years ago

tablet user

non tablet user

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…much more

TABLETS AUGMENT TV

In the next five years I will use TV…

tablet users

non tablet users

…a bit more

Q: And how do you see this changing in the next 5 years? Base Tablet users: 2014 / non tablet users: 1596

23% 11%

19% 10%

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Q: How much do you agree with the following items? Base: Tablet users: 2014. Non base:

1596

SHARED BELIEFS

more likely to share

news stories once they

have checked it on a

professional news

organisation

more likely to share

news stories on social

networks

more likely to discuss

stories on blogstablet users are sharers – but credibility drives sharing

compared to non tablet users

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A CHEEKY PEEK

Q: How would you describe the way you consume news on each device? Base: 3610

Q: You chose smartphone as your one and only news device, why is this? Base: 485

smartphones used mainly for reading headlines, quick checks and skimming

more than any other device

of consumers state portability/ability to access any where and at any time as key reason for using smartphone

of consumers who state smartphone would be their only device attribute ease of use/speed of access – the biggest reason after portability

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MOBILE HAS NO UNWANTED SIDE EFFECTS FROM TABLETS

Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the

news or consume the news during the week? Base: Tablet users: 2014 / Non Tablet users: 1596

NON

TABLET

USERS

TABLET

USERS

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

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Q: For each of the following actions, how much attention do you pay to them while doing

so? (1 – „Paying very little attention‟ to 5 – „Paying full attention‟)

ATTENTION LEVELS ON MOBILE DEVICES SURPRISINGLY HIGH

“Typically I get the impulse from the TV. For digging deeper into it I would use the tablet/PC when it is something quick. When it is a bigger story I will search for details on the PC. And mostly only when I am on the go I use the smartphone for following news”

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EVERY SCREEN HAS A PLACE

has it all? but not easy to search

gateway to the worldoff the beaten track

constant companion

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revenue at the speed of adoption

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WHERE DO YOU EXPECT TO SEE ADVERTISING?

Q: Which type of advertising would you expect to see on each device? (Base: 3522/3504/3314/2014)

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AND HOW MUCH ACROSS EACH DEVICE?

Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend day? Base: 3610Q: Out of every 10 adverts: 5 appear on TV, 3 on laptop/ PC/ desktop, 1 on smartphone and 1 on tablet. If you could control the adverts' place, how many adverts would you put on each device? Base: 3610

time spent on each device ad spread across device

CONSUMER VIEWWEEKDAY

10%

18%

29%

42%

15%

24%

47%

14%

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FUTURE PERFECT

Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday and weekend day? Base: 3610Q: Out of every 10 adverts: 5 appear on TV, 3 on laptop/ PC/ desktop, 1 on smartphone and 1 on tablet. If you could control the adverts' place, how many adverts would you put on each device? Base: 3610

The optimal media plan should look like this…

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ALL DEVICES TRIGGER RESPONSES IN ADVERTISING

Q: For each of the following phrases, please answer each of the following questions which

relate to advertising. Base: 3610

over 1 in 5 responding to TV ad

in last 4 weeks

1 in 4 responded to desktop ad

in last 4 weeks

1 in 7 have responded

to mobile or tablet in

the last 4 weeks

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Q: While consuming the news on TV, do you ever use another device

or screen at the same time? And what are you using each device for?

(Base: People who use the TV for news consumption: 3522)

NET score(any devices used)

laptop/PC/

desktopsmartphone tablet

… search for more information on a product/ service advertised

56% 40% 22% 32%

…purchase a product/service I saw advertised

51% 40% 15% 24%

ADS ON TV PROMPT SECOND SCREEN PURCHASING

Whilst watching the news on TV I would also…

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SUMMARY

• News is an addiction – 81% globally agreeing it’s important and an average of 3½ hours a day spent consuming

• Screen selection is driven by size of screen but it’s not the only reason:- TV creates inspiration and it’s curated content has lots of detail but may not give the consumer all

the answers

- Laptop / desktop is about digging deeper, having control, the opportunity to go off the beaten track

- Tablet is your gateway to the world, after being inspired by TV it is the perfect second screen.

Tablet ownership is increasing TV news consumption

- Smartphone is your constant companion it’s about immediacy - used for skimming headlines and

getting quick fixes

• No single screen is dominant content is accessed continually across the devices• Consumers expect advertising across all screens with 29% of ads expected to

be on tablet and mobile