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Joe Hall Senior Manager, Business Insights

Joe Hall Senior Manager, Business Insights. connecting the story: g lobal news consumption across multiple screens. people. we talked to. BBC and non-BBC users from. countries. upscale news consumers owners of at least 3 out of 4. TABLET. SMARTPHONE. TV. LAPTOP/ DESKTOP.

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Joe Hall Senior Manager, Business Insights

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  1. Joe Hall Senior Manager, Business Insights connecting the story: global news consumption across multiple screens

  2. people we talked to BBC and non-BBC users from countries • upscale news consumers • owners of at least 3 out of 4 TABLET SMARTPHONE TV LAPTOP/ DESKTOP

  3. addicted to news

  4. STAYING IN TOUCH WITH GLOBAL NEWS globally, agree that it’s important to stay in touch with what’s going on in the world 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.

  5. STAYING IN TOUCH WITH GLOBAL NEWS Average weekday: 2.5 hours spent consuming news And there is very little difference by demographic – although 25-34s consume the most news Q: How many hours a day do you spend consuming the news? Base: 3,195 (excluding those in India)

  6. NATIONAL AND INTERNATIONAL NEWS OF EQUAL IMPORTANCE Q: Which of the following types of news are you interested in? Base: 291 RSA

  7. THEY KNOW WHAT THEY WANT: THE QUESTION IS HOW DO THEY GET IT? 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

  8. SIZE MATTERS… … but choice is more complicated than simply screen size • occasions and settings • purpose / intention • time of the day • daily routines • intensity of consumption • people around • type of news

  9. 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: 2,014

  10. WE ONLINE, BUT WE STILL TV news consumption 35% 31% 18% 16% Q: What percentage of your news consumption time would you say you spend on each screen/device on a typical weekday/weekend day?

  11. …AND USAGE IS EXPECTED TO GROW 41% 29% using TV more than five years ago expect to use TV more in next five years 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? Q: And how do you see this changing in the next 5 years?

  12. CURATED CONSUMPTION… 94% higher than laptop over half describe news consumption as “in depth” on TV 178% higher than tablet Considered analysis is the main reason for 1 in 10 choosing TV 300% higher than smartphone “It gives more detail and I don’t have to search” Q: How would you describe the way you consume news on each device? Base: 271 Q: You chose TV as you one and only news device, why is this?

  13. DEEPER ENGAGEMENT 40% use TV first to check a breaking news story 61% TV inspires deeper research then turn to online to get more information to confirm the story 41% of viewers have used the website of the channel they are watching (38% the website of a different news provider) to get more information 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: 271. Q: Where would you go afterwards to confirm / check on the news story? Base: 271 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: 271

  14. BIG SCREEN & SOCIAL 64% say there will always be a TV–style screen for shared news consumption number one reason for using TV size of screen 3x more likely to watch news on TV with other people than accessing news on any other device Q: You chose TV as you one and only News device, why is this?. Q: How would you describe the way you consume news on each device? Q: How much do you agree with the following items? ‘ There will always be a TV style screen for shared news consumption’ Base: 271

  15. IF YOU ONLY CHOSE ONE DEVICE FOR NEWS 33% 34% 19% 14% 23% 27% 21% 29% Q: If you could only use one of these devices to consume news, which one would it be? Base: 3,610 / 271

  16. IN DEPTH RESEARCH 670% more than TV laptop is used more than any other device for in-depth research 285% more than smartphone 74% more than tablet “By using a laptop I get to scan news as well as watch detailed news with research at my own convenience” cite choice/control as the main reason Q: How would you describe the way you consume news on each device? Base: 271 Q: You chose Laptop as you one and only news device, why is this? Base: 271

  17. TABLETS AUGMENT TV tablet users 19% 11% In the next five years I will use TV… non tablet users 10% 19% …much more …a bit more Q: And how do you see this changing in the next 5 years?

  18. SHARED BELIEFS compared to non tablet users 17% more likely to discuss stories on blogs tablet users are sharers – but credibility drives sharing more likely to share news stories on social networks 16% Almost half of tablet users will only share a news story with friends after they have checked it on a professional news organization Q: How much do you agree with the following items? Base: Tablet users: 2014. Non base: 1596

  19. A CHEEKY PEEK 31% more than any other device smartphones used mainly for reading headlines, quick checks and skimming 55% of consumers state portability/ability to access any where and at any time as key reason for using smartphone 13% of consumers who state smartphone would be their only device attribute ease of use/speed of access – the biggest reason after portability Q: How would you describe the way you consume news on each device? Q: You chose smartphone as your one and only news device, why is this?

  20. MOBILE HAS NO UNWANTED SIDE EFFECTS FROM TABLETS NON TABLET USERS TABLET USERS 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

  21. ATTENTION LEVELS ON MOBILE DEVICES SURPRISINGLY HIGH 70% 79% 78% 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’)

  22. revenue at the speed of adoption

  23. 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)

  24. ALL DEVICES TRIGGER RESPONSES IN ADVERTISING 1 in 4 responded to desktop ad in last 4 weeks over 1 in 5 responding to TV ad in last 4 weeks 1 in 7 have responded to mobile or tablet in the last 4 weeks Q: For each of the following phrases, please answer each of the following questions which relate to advertising. Base: 3610

  25. EVERY SCREEN HAS A PLACE “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” constant companion gateway to the world off the beaten track has it all? but not easy to search

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