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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
TV Untethered Measuring the Shifting Screen Photo*1-pt black bordershadow Laura Cowan Christopher Neal Research Director LIN Media VP, Tech and Telecom Practice Chadwick Martin Bailey
Video Usage on Smartphones Increasing Monthly Minutes (000) Mobile Video Watching Source: Nielsen Mobile Device Insights, Q1 2013
Study Objectives Gain 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
Respondent Experience Respondents Completed a Screening Survey, Journaled Their TV Viewing Behavior for 7 Days, Followed by a Post-Journal Attitudinal Survey • Online survey identifying respondents and developing profiling information • Census-balanced click-throughs at first to size the market accurately Screening Survey 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
How Much and How Often? Group 2: Own mobile device No mobile TV Total US Population Group 3:Mobile TV viewers Ages 15-64 Broadband Internet Watch 5+ hrs TV a week Group 1: No smartphones/ tablets Of those in addressable market: 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).
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 Computer Smartphone TV Tablet 2% Mobile Viewing
The Remainder of the Presentation Focuses Solely on ‘Mobile Viewers’ Group 3:Mobile TV Viewers = 32%
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) Computer Smartphone TV Tablet 7% Mobile Viewing
14% of Mobile TV Viewers Currently Have No Pay TV Service at Home 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”).
The Majority of Mobile Viewing Takes Place in the Home % of TV Viewing Occasions 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.)
Most Mobile Viewing Is through Online Services % of TV Viewing Occasions 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.
Mobile Viewing: Dramas, Comedies, Adult Animation on Smartphones in Particular % of TV Viewing Occasions *Top 5 genres shown for all devices Base: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically?
Mobile Viewing More Commonly Occurs During Daytime, Prime and Late Fringe % of TV Viewing Occasions Base: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically?
Convenience and Multi-Episode Availability Drive Mobile Viewing Ad avoidance is not a primary motivator 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? .
Mobile TV Viewing Is Driven by Necessity in Larger HH % of TV Viewing Occasions One Two Three Four When they choose to watch on a TV set, it is more commonly because they want to watch with others. Base: Total positive TV viewing occasions.
Mobile TV Viewing Is Driven by Program Availability in Single Person HH % of TV Viewing Occasions Top motivations for device selection: One Two Three Four Base: Total positive TV viewing occasions.
The Smaller the Device, the More Focused Viewers Are While Watching TV % of TV Viewing Occasions Lighter bars: second screen activity, related Darker bars: second screen activity, unrelated 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?
In Summary 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 Convenienceis 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 TV content distribution source is the biggest mobile vs. television set difference Online subscription services currently dominate mobile TV viewing Dramas, comedies, movies and adult animation are the most common mobile genres Daytime, Prime and Late Fringe are the most common dayparts for mobile Mobile viewers are more focused than television set viewers
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