Professional Documents
Culture Documents
Key Findings
(comparing multi-screen users A18-34 to multi-screen users A35-64) Young adults have more screen convergence, extending media activities across screens. Young adults are more connected, engaged and social. Young adults are much more receptive to marketing messages on every screen. Young adults more highly value consistent, connected cross-screen media experiences.
Multi-Screen A35-64
(n=728)
Multi-Screen A18-34
(n=512)
Source: activities listed for devices if had more than 10% respondent rate.
Despite Convergence, Each Screen Retains a Core Function and Distinct Personality
Even in a multi-screen world, consumers still strongly associate individual devices with a primary use. Multi-screen media consumption is not leading to cannibalization; each device plays a key role, and has a distinct personality in the minds of consumers. Marketers can tap into multigenerational states-of-mind by tailoring messages for each screen. Interestingly, all multi-screen users, regardless of their age, describe devices similarly: Smartphone: Cutting edge, trendy, smart, sophisticated. Multi-screen users expect interactions with content on this screen to be progressive and intuitive. Computer: Fun productivity. The computer is not just about productivity its also an entertainment outlet. TV: Lazy, lean-back entertainment. Multi-screen users describe the TV as engaging, with many identifying it as lazy rather than fun. Gaming Console: The fun way to connect. The most fun and engaging of all devices, its also a social outlet.
Young Adults are More Active and Connected to Multi-Screen Media than Adults Ages 35-64
Multi-screen young adults were the most positive about todays multi-screen experiences: 62% report consistent experiences across screens with 69% accessing similar content across screens; 69% report that their screens combine to create a cohesive, better-together experience.
Percent of adults 18-34 and adults 35-64 that agree somewhat/completely with each statement
Ads (on this device) more meaningful and relevant than ads on other devices
Percent of adults 18-34, adults 35-64, and all respondents that agree somewhat/completely with each statement
Multi-Screen Young Adults Value Consistent Cross-Screen Media and Advertising Experiences
Younger adults (A18-34) place a higher value on multi-screen experiences than multi-screen adults 35-64. Marketers can impact brand perception among young adults by creating relevant, informative content and advertising that is consistent across all media screens. 74% of adults 18-34 say that the ability to access similar content across screens makes the content more useful; 66% of adults 35-64 say the same. 72% of adults 18-34 state that the ability to access content across multiple screens makes the media experience more relevant and informative; 67% of adults 35-64 say the same. 73% of adults 18-34 report that they have higher opinions of content providers who create consistent experiences across screens; 56% of adults 35-64 say the same
Methodology
Microsoft Advertising partnered with Wunderman (a WPP company) to conduct a deep dive into the attitudes and behaviors of multi-screen consumers. The survey was conducted from March 29 to April 5, 2010. Respondents were drawn from the online panel of Survey Sampling, Inc. with results tabulated by Russell Research.
Learn More
For more information on how advertisers are executing multi-screen campaigns to engage with consumers, visit us at www.advertising.microsoft.com/multi-screen.
This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. 2011 Microsoft Corporation. All rights reserved.