Mar 31, 2015
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The Council for Research Excellence
Consists of 35+ senior-level research professionals
Represents advertisers, agencies, networks, cable companies, and station groups
Seeks to advance the knowledge and practice of methodological research
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Media Consumption and Engagement Committee
Members:
Jordan Breslow, Direct TV
Shari Brill
Tim Brooks
Chris Edwards, 10 News
Janet Gallent, NBCU
Hadassa Gerber, SNTA
Co-Chairs: Joanne Burns, 20th Television
Laura Cowan, LIN Media
Tanya Giles, Viacom
Sara Grimaldi, ESPN
Greg Iocco, Scripps
Jennie Lai, Nielsen
Redjeb Shah, Univision
Ceril Shagrin, Univision
Susie Thomas, Palisades
Emily Vanides, MediaVest
Jack Wakshlag, Turner
Richard Zackon, CRE
Measuring the Shifting ScreenTV Untethered
Laura CowanResearch DirectorLIN Media
Christopher NealVP, Tech and Telecom PracticeChadwick Martin Bailey
Photo*1-pt black border
shadow
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Video Usage on Smartphones Increasing
Source: Nielsen Mobile Device Insights, Q1 2013
Monthly Minutes (000) Mobile Video Watching
2009-Q1
2010-Q1
2011-Q1
2012-Q1
2013-Q1
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
2,226,4203,070,080
4,764,669
6,424,080
8,716,760
10,823,057
12,491,375
14,909,951
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Study ObjectivesGain a Better Understanding of Mobile Video Usage to Provide Insight for Cross Platform Measurement
• Quantify time spent watching TV on mobile devices
– How much– How often
• Determine what motivates consumers to watch TV on mobile devices
• Profile mobile viewing occasions– what kinds of conditions correlate with mobile
viewing– through which sources are mobile TV viewers
getting programming
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Who We Surveyed
Sample• US 15-64 yrs olds• Broadband Internet access at home• Watch 5+ hours of TV per week
Group Definitions
Group 1 Group 2 Group 3
• No mobile devices • Own mobile devices• Do not watch TV on
mobile devices
• Own mobile devices• DO watch TV on mobile
devices
Sample Size• N=1,291 respondents• N=65,756 viewing
occasions
• N=1,528 respondents• N=96,925 viewing
occasions
• N=3,067 respondents• N=230,506 viewing
occasions
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Respondent Experience
Screening Survey
• Online survey identifying respondents and developing profiling information
• Census-balanced click-throughs at first to size the market accurately
Mobile Journaling
Diary
• 7 day journaling of TV viewing occasions by device and viewing preferences • Based on four time blocks per 24 hour period • Fielded January 14th – 27th 2013
Attitudinal Survey
• Post journaling, online survey to better understand motivations and behaviors associated with decision making for watching TV programming
• Additional profiling questions
Respondents Completed a Screening Survey, Journaled Their TV Viewing Behavior for 7 Days, Followed by a Post-Journal Attitudinal Survey
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Of those in addressable market:
How Much and How Often?
Group 121%
Group 247%
Group 332%
Group 1:No smartphones/tablets
Group 2:Own mobile deviceNo mobile TV
Group 3:Mobile TV viewers
Watch 5+ hrs TV a week
Sources: US Population and Age Buckets (census.gov); High-speed internet access at home (PEW: pewinternet.org); Watch 5+ hours TV a week(Survey screener data from census balanced click throughs).
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All Viewers: Only 2% of All TV Hours Logged Were on Mobile Devices% of Total TV Hours Watched On Each Device Among TOTAL ADDRESSABLE MARKET
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%89
81 1
TV Computer Tablet Smartphone
2% Mobile Viewing
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The Remainder of the Presentation Focuses Solely on ‘Mobile Viewers’
Group 3:Mobile TV Viewers
= 32%
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Mobile Viewers: Even Among Them, Mobile Viewing Is a Minority of Total TV Hours% Of Total TV Hours Watched On Each Device Among MOBILE VIEWERS (GROUP 3)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
84
94 3
TV Computer Tablet Smartphone
7% Mobile Viewing
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Mobile TV Viewers: Younger, Higher Income
Group 1No Mobile Devices
Group 2No Mobile TV Viewing
Group 3Mobile TV Viewers
Demographics • Tend to be older (mean age 44)
• HH income is lower• More likely Caucasian• More unemployed and
retired
• Age falls in between Group 1 and Group 3 (mean age 40)
• More likely Caucasian• HH income similar to
Group 3• More employed
professionals
• Tend to be younger (mean age 35)
• HH income is higher• Ethnic Skew
• Asian-American• African-American• English–Dominant
Hispanic• More employed
professionals• More graduate/Prof
degrees
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14% of Mobile TV Viewers Currently Have No Pay TV Service at Home
Yes = 86%
No = 14%
Mobile Viewers with No Pay TV
• Younger (under 35 years of age)• Lower HH income• More likely to live in the West
region of the US• More likely to live by themselves• More likely to rent primary
residence • More likely to be Asian-American
Base: All mobile TV viewers (Group 3) SCQ11: Which of the following providers do you currently use for pay TV at your primary place of residence?
(“No” = % who selected “None of the above: I do not currently subscribe to any pay TV service”).
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The Majority of Mobile Viewing Takes Place in the Home
Base: Total positive TV viewing occasions. JOURNAL_Q17: Where did you watch TV on a device other than a traditional TV set during this time? (Select all that apply.)
% of TV Viewing Occasions
0% 50% 100%
2
2
1
2
2
6
8
12
9
23
64
Smartphone
0% 50% 100%
1
1
1
1
1
2
3
4
6
8
82
Tablet
0% 50% 100%
1
0
1
1
1
2
1
2
5
14
82
Computer
Other type of travelAt an airport
On a planeAt a hotel At school
Doctor’s/dentist’s/waitingCommercial locationIn transit/commuting
At another's residenceAt work / at the office
In own home
0% 50% 100%
0
0
0
1
1
2
2
5
6
5
90
TV
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Most Mobile Viewing Is through Online Services
Base: Total positive viewing occasions. JOURNAL Q6/Q8/Q10/Q12/Q14: What was the source of TV shows or movies that you watched on a [DEVICE] during this time? All data is within Group 3.
0% 50% 100%
8.16450335448965
3.78983663430996
2.80977772045446
1.51020711356787
16.4177438492013
9.6426166130115
26.1043716140689
63.8684582424332
Smartphone
0% 50% 100%
16.9103904209317
3.00745982006061
17.4886219181878
5.5642444405979
23.7949716166695
48.5388318129485
Computer
0% 50% 100%
2.88210774371813
3.44209428994844
3.93531163204719
4.19348240589693
10.1647312373689
11.0886602520954
25.6188611777271
53.5731028413319
Tablet
DVD of TV seriesTV program: online source
Unofficial app or websiteOn demand (TV/website/app)
DVRiTunes or similar serviceTV aggregator site - free
TV service provider site/appBroadcast/cable net site, free
Online subscription serviceLive
0% 50% 100%
3
12
4
27
80
TV
% of TV Viewing Occasions
17
0% 50% 100%
21
16
14
24
27
15
Smartphone
0% 50% 100%
11
13
7
29
36
9
Computer
0% 50% 100%
10
15
9
20
31
11
Tablet
Mobile Viewing: Dramas, Comedies, Adult Animation on Smartphones in Particular
Base: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically?
Adult animation
Movie / Mini-series
Sports
Comedies
Drama
News / Business
0% 50% 100%
10
18
19
29
30
31
TV
*Top 5 genres shown for all devices
% of TV Viewing Occasions
18
0% 50% 100%
12
5
2
14
3
8
10
28
14
5
Smartphone
0% 50% 100%
15
6
4
20
5
7
8
22
9
3
Tablet
Mobile Viewing More Commonly Occurs During Daytime, Prime and Late Fringe
Base: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically?
LATE FRINGE: 11:30pm - 1:59 am
LATE NEWS: 11:00pm - 11:29 pm
SUNDAY PRIME: 7:00pm - 10:59 pm
M-SAT PRIME: 8:00pm - 10:59 pm
M-SAT PRIME ACCESS: 7:00pm - 7:59 pm
EARLY NEWS: 5:00pm to 6:59pm
EARLY FRINGE: 3:00pm - 4:59 pm
DAYTIME: 9:00am - 2:59 pm
EARLY MORNING: 5:00am - 8:59 am
OVERNIGHT: 2:00am - 4:59 am
0% 50% 100%
9
4
6
25
7
11
8
19
10
2
TV
0% 50% 100%
12
5
4
21
5
8
9
26
6
3
Computer
% of TV Viewing Occasions
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Convenience and Multi-Episode Availability Drive Mobile Viewing
Base: Those who watched on device other than TV set (Group 3 Mobile Viewers). QADQ10: Why did you choose to watch television programming on a [DEVICE] instead of on a TV set?
.
Ad avoidance is not a primary motivator
Program looks better
Inappropriate content for others
More personal viewing experience
Enjoy viewing experience better
Fewer ads
Watch other show during TV commercials
Wanted to watch multiple episodes
More convenient on this device
0% 20% 40% 60% 80% 100%
2
4
4
4
5
8
13
49
2
8
9
6
9
10
17
20
3
5
10
8
12
7
11
10
Why Chose to Watch Program on Device Other Than TV Set
Top Reason Second Reason Third Reason
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Mobile TV Viewing Is Driven by Necessity in Larger HH
When they choose to watch on a TV set, it is more commonly because they want to watch with others.
11 15 20 18
33 37 43 42
22
40 41 46
Base: Total positive TV viewing occasions.
% of TV Viewing Occasions
One Two Three Four
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Mobile TV Viewing Is Driven by Program Availability in Single Person HH
Base: Total positive TV viewing occasions.
6259 57 55
Top motivations for device selection:
% of TV Viewing Occasions
One Two Three Four
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The Smaller the Device, the More Focused Viewers Are While Watching TV
Base: Total positive TV viewing occasions. JOURNAL Q19: What activities did you do at the same time on these devices while you were watching TV?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%45
21
TV
44
25
Computer
31
25
Tablet
24
30
Smartphone
Darker bars: second screen activity, unrelated
Lighter bars: second screen activity, related
% of TV Viewing Occasions
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In Summary1) Mobile TV viewing total volume is still small, though many people now do it
– The mobile revolution makes TV viewing more convenient and more personalized for more occasions, but the majority of viewing still happens on TV sets
2) Convenience is by far the most common motivation for mobile viewing– Even inside the home, mobile can be the more convenient (or the only way) to watch a show– Screen multiplier: enables household members to watch different shows at the same time– Immediacy: mobile spurs spontaneous viewing and enables instant gratification…even when
consumers can navigate to the same shows through a television set
3) TV content distribution source is the biggest mobile vs. television set difference– Online subscription services currently dominate mobile TV viewing
4) Dramas, comedies, movies and adult animation are the most common mobile genres 5) Daytime, Prime and Late Fringe are the most common dayparts for mobile6) Mobile viewers are more focused than television set viewers
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Additional White Paper …
This study also resulted in substantial learnings about best practices for online mobile journaling research, such as…
– Recruiting techniques, incentive structures and alert notification systems that maximize “in-the-moment” participation rates on a mobile journaling app
– Journaling research design and mobile app interface considerations for high data quality– Data QC, integration and analytical considerations for occasion-based journaling data
Additionally, we learned much about the implied impact of mobile TV viewing on overall TV viewing as well as television set viewing through TreeNet predictive analytics (and compared these modeling results with more conventional OLS regression models)
Further details are available in the accompanying white paper for this presentation