Consumers control their flow of content …

...and move through the world

with multiple screens…

…so marketers must be

fluid, too.

We started with ‘Meet the Screens’. Now, we’re going

deeper

Multi-screen behavior is changing

UK

US

Canada

Australia

Brazil

Approach and methodology

Quantitative

Ipsos OTX

Multiple device users

3586 consumers

across five regions

Consumers aged

18-65

Qualitative

Flamingo research

Multiple device users

Consumers aged

18-54

8 digital diaries for

5 days

How we defined the need-states

EnjoymentLike anything is possible

Daring

A sense of fun, enjoyment

Laughter, comedy, humor

Joy or happiness

ConvivialityJoy or happiness

A feeling of community or

neighborliness

Like I can let my guard

down or be silly

A sense of togetherness

BelongingA sense of togetherness

A sense of comfort

Reassured

SecurityReassured

A feeling of trust

Simplicity

Safe

ControlSafe

In control

Organized and on top

of things

Like I am being

technologically advanced

RecognitionLike I am being

technologically advanced

Expert. Pioneering

Standing out in the crowd

A sense of pride in

achievement

PowerA sense of pride in

achievement

A sense of commitment

A feeling of strength

The buzz of achievement

VitalityThe buzz of achievement

On top of the world

A feeling of being alive—

an adrenaline rush

In awe of aware of what’s

possible in the world

Multi-screen behavior is changingIndividual screens provide a device-driven layer of context that affects how consumers absorb

and react to content. Marketers must now take a multi-layered approach to content distribution,

one that enables portable, personal and interactive engagement across devices.

Multi-tasking

and distraction

Investigation

and discovery

Connection

and sharing

Intent- and

task-based

Multi-screening: in consumers’ own words

QuantumRelated content across devices sequentially

Related content across devices at the same time

Four multi-screen pathways

Content GrazingDifferent content across devices at the same time

Spider-Webbing

Multi-tasking Investigative Social Intent-based

Content grazing

• Quickly moving between screens and activities

• Multi-tasking and a constant need for distraction

Content grazing journeys require quick, low-effort engagement opportunities

68%

Content Grazing

+5 -6 -1 -5 -11 -7 -7 -7

Need-states: grazing puts consumers in control

67%

45%

31% 30%

24% 24% 22%

14%

Control Enjoyment Belonging Security Recognition Conviviality Power Vitality

Avg All Pathways

Grazing

Keep it quick & entertaining; make it easy to pick up, put down and come back later

Separate multi-screening:

•Keep it bite-sized: fun, quick and efficient

•Understand the measurement implications:

consumers may not want to hang around, so

dwell time and other engagement metrics

likely won’t be effective here

Content Grazing

Windows 8 Ads in Apps RP Pilot Research, September 2012

Investigative Spider-Webbing

• Consumers journey around content

• Supplemental content just as compelling as the original

• Entertainment, bonus information and rewards for seeking more

Investigative spider-webbing requires depth and exploration

57%

Investigative Spider-Webbing

Pique curiosity: Invite consumers into deeper, exploratory experiences

Simultaneous multi-screening:

•Keep a few cards close to the vest

to encourage deeper exploration

•Drive consumers from the television to

the tablet—the natural ‘dynamic duo’

Spider-webbing: investigative

Social Spider-Webbing

• Conversations stem from original content seed

• Commentary just as compelling as the original content

Social spider-webbing transforms solitary experiences into shared ones

39%

Social Spider-Webbing

-2 -1 0 -1 -4 -4 -4 0

Need-states: Investigative spider-webbing is an individual quest for entertainment vsSocial Spider-webbing is for enjoyment, conviviality and a sense of belonging

60%

50%

35% 34%28% 27% 25%

21%

Control Enjoyment Recognition Security Belonging Conviviality Power Vitality

Avg All Pathways

+10 -6 +12 +3 +5 0 0 +1

60%56%

43%37% 37% 35%

29%22%

Enjoyment Control Conviviality Recognition Belonging Security Power Vitality

Avg All Pathways

TV is the center of attention, but other devices can draw attention away and enhance enjoyment

49% 48% 46%

25% 32%28%

Spark conversation & weave your own social web

Simultaneous multi-screening:

•Help consumers connect when the intent is

social

•Facilitate social interaction through content

that sparks conversation & a sense of

community

•Weave your own social threads for

consumers to explore; make it valuable and

interactive

Spider-webbing: social

Quantum

Quantum pathways require seamless connection

• Intent-based quantum journeys exist in different places: they start on one screen and ‘leap’ over space, time and screen to another

• Sometimes disjointed and require clunky workarounds

46%

Quantum Pathways

+2 -4 +8 +11 +5 -1 -1 +6

Need-states: while control is paramount, power and recognition are more evident in quantum journeys

64%

47%

42%40% 39%

31% 30%27%

Control Enjoyment Recognition Power Security Belonging Conviviality Vitality

Avg All Pathways

Quantum

Facilitate seamless connection with the consumer’s intent in mind

Sequential multi-screening:

•Drive efficiency and discovery

•Move the consumer to the best

screen for your goal

•Add value as the consumer adds incremental

screens: deliver coupons and other rewards

utilized via the cloud and accessed anywhere

Quantum

*’Strongly’ or ‘somewhat’ agree (Top 2 Box) on a 5-pt scale.

Desire for efficiency drives multi-screen behaviour…. While advertising supports for efficiency

82%

65%

Being able to combine all these devices helps me be

more efficient

The only way I can get everything done is to multi-task

and use two or more devices at the same time

74%

87%

“Advertising can be helpful in telling me about new products or brands that might interest me”

“It's great that I can check out products or brands that

interest me whenever and wherever I see them”

% consumers who agree*

73%

agree

“I like it when companies offer

useful apps that help me carry

out tasks or organize my life”

72%

agree

“Apps help me get what I want

from the internet as quickly as

possible”

Apps especially can further fulfil efficiency needs, inviting consumers in, rather than interrupting them

Thank youHeidi Lau

heidilau@microsoft.com