Interesting stats from Millward Brown AdReaction study
Despite having the highest smartphone penetration of any other country surveyed, UK multiscreen users still favour the TV according to a newly released study. Millward Brown AdReaction 2014 found that Brits spend more time daily than any other country watching television – an average of two and a half hours a day or 36 per cent of their screen time. That’s in contrast to other countries where smartphones are used more often than the television, laptop or tablet. Millward Brown claims AdReaction 2014 is the first global study to reveal the use, behaviour and receptivity to advertising of multiscreen users in 30 countries around the world, including the UK.
Interestingly, the study found that as people increasingly use more than one screen to access content, they are consuming more content in less time.
A typical multiscreen user in the UK, for example, consumes just under seven hours of screen media over the course of a day in just five hours.
This means they are using two screens at the same time for two hours every day.
“Most brands don’t advertise across all media all of the time,” said Martin Ash, research director with Millward Brown.
“However this year’s AdReaction study shows that consumers with access to multiple screens at home are using and switching between their devices regularly, albeit in different ways at different times,” he continued.
TV takes centre stage in the evenings, when tablet usage also peaks (55 minutes or 13 per cent of time daily). Daytime screen time is dominated by smartphones (111 minutes or 27 per cent of time daily) and laptops (97 minutes or 24 per cent of time daily).
Consumes spend 68 per cent of their time ‘shifting’ between their screens in a non-simultaneous way.
Millward Brown believes that this presents brands with opportunities to take more advantage of synergistic multiscreen advertising
campaigns and exploit the gap between time spent on mobile screens and media investment.
The company’s advice to marketers from this report is to “Be Concise.
“Use mobile-friendly, shareable content that entertains first, informs second; think carefully about how to overcome
resistance to ads on digital screens.
“Receptivity is currently very high to micro which is mobile friendly and highly viral.”
Read the full Press release here.