jumptap screen jumping_study

Screen Jumping: Understanding Today’s

Cross-Screen Consumer

Summer 2013

2 | MOBILE AUDIENCE. EVERYWHERE.

Key Learnings

• The majority of online users are now cross-platform

• They are spending more time with digital content across multiple devices

• Engagement with content varies by platform, time of day

• Key audiences engage with content differently across PC, Smartphone

and Tablet


Understanding the Cross-Platform

Consumer

Custom behavioral analysis of cross-platform usage, comScore data

March 2012 - April 2013

• by key demographic groups

• by dayparts

• by content categories

• by platform (PC, Smartphone, Tablet)

10 Media diaries and interviews with three-screen users (PC, smartphone,

Tablet)


Source: comScore Media Metrix Multiplatform Feb 2013, comScore Mobile Metrix Key Measures Feb 2013 Feb 2013 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time.

Smartphones and Tablets Have Doubled

the Time We Spend Online Total Internet Usage by Platform in Minutes (Billions)


0%

10%

20%

30%

40%

50%

60%

70%

80%

Persons: 18-24 Men: 25-49 Women: 25-49 Persons: 50+

April 2013 Smartphone Reach (%)

▲ Y/Y Growth

Smartphone Ownership and Mobile

Optimized Content Has Fueled Growth 1 in 3 digital users 18-49 own smartphones; Highest growth among women 25-49 & persons 50+.

▲23% ▲17%

▲12%

Source: comScore Mobile Metrix 2.0 Media Trend April 2012 – April 2013;

▲27%


2 in 3 Online Adults Are Cross-Platform

Source: comScore Media Metrix Multi-Platform April 2013; comScore Mobile Metrix April 2013

PC +

Mobile

122MM

PC Only

58MM

Mobile Only

14MM

Digital Universe P18+ (194MM monthly users)

Mobile Users

136MM

PC Users

179MM

Tablet Users

31MM

Smartphone Users:

109MM


Source: comScore Media Metrix Multi-Platform April 2013

Women 25-49 are Most Likely to Be on

Mobile Platforms Mobile-only W 25-49 are catching up to PC-only population


Kristin – The Foodie

Age 26

Chicago

Works as Culinary Consultant

Owns iPhone, iPad, MacBook

Watches OnDemand on her iPad

Travels frequently for work

Three Screen Moment - In hotel room in Kansas City blow drying her hair 9:14 pm

Stream Blackhawks

game on Tablet

I use my iPad pretty

much for everything; random

searches, online shopping.

I only use my laptop while

doing work at home, Google

hangout or Skype.

- Kristin

Facebook, email,

BofA on laptop Snapchat on iPhone


Kristin’s Multi-Screen Day

Smartphone

Tablet

PC

TV

8AM 9AM 10AM 11AM 12AM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12PM

BED KITCHEN WORK LUNCH WORK HOME RESTAURANT BAR BED

7:30

CNN Mobile

(5m)

8:45

Instagram:

Walking to work

(2m)

10:05

Texting

(15m)

10:45

Snapchat

(1m)

11:15

Texting

(5m)

3:35

Daytrotter:

Stream music

(1h)

4:30

Yelp:

Restaurant search

(10m)

5:35

Weather:

Check weather

(2m)

7:10

Texting

(10m)

9:45

Facebook:

Watch video

(15m)

8:35

Snapchat

(1m)

8:10

General Surfing

(20m)

6:45

Yelp:

Restaurant search (15m)

7:00

Open Table: Make

reservation (10m)

10:30

Yahoo! News (15m)

11:00

Facebook:

Post articles from Yahoo! (5m)

1:00

At work on desktop (4h)

4:45

Gchat with boyfriend

(10m)

10:35

Netflix (30m)

8:10

Watched NBC Today Show (20m)

6:45

VEEP: Watch 2 episodes (45min)

7AM


14% 19% 17%

23% 25% 25%

24%

31% 28%

38%

25% 31%

0%

20%

40%

60%

80%

100%

PC Smartphone Tablet

Source: comScore Mobile Metrix 2.0 Demographic Profile October 2013, April 2013

Base 18+

13% 13% 8%

28% 20%

16%

12% 20%

20%

16% 15%

17%

31% 32% 40%

0%

20%

40%

60%

80%

100%


Smartphone Owners Skew Younger;

Tablet Older and Higher Income

Device Ownership by Income (% Comp) Device Ownership by Age (% Comp)

P 18-24

M 25-49

W 25-49

P 50+

<125k

25k-60k

60k-75k

75k-100k

100k+


Time Spent on Smartphones Continues

to Soar…

-

10

20

30

40

50

60

70

80

Persons: 18-24 Men: 25-49 Women: 25-49 Persons: 50+

Average Monthly Online Hours per Smartphone User - 6 Month Growth

Oct-12

Apr-13

▲40%

▲10%

▲32%

▲33%

Source: comScore Mobile Metrix 2.0 Demographic Profile October 2013, April 2013

Ave

rage

Hou

rs p

er

Mo

nth


Half of All Time Spent Online is On

Mobile Devices

Source: comScore Media Metrix Multiplatform April 2013; comScore Mobile Metrix April 2013

Time on Smartphone and Tablet includes both mobile browsing and time with apps

PC

Smartphone

Tablet

39%

49%

12%

Share of Monthly Online Minutes (% Comp)

51%


Time With Mobile is Highest for

Persons 18-24 and Women 25-49 Time on Tablet is highest among Persons 50+

59%

39%

55%

41%

49%

25%

50%

35%

50%

39%

16%

11%

10%

9%

12%

0% 20% 40% 60% 80% 100%

P 50+

W 25-49

M 25-49

P 18-24

Total Audience

PC

Smartphone

Tablet

Share of Monthly Online Minutes by Audience (% Comp)



Tablet & PC Usage Spike Based on Work/Home

Usage; Smartphones Used Throughout Day


Tablets are

popular at night

Source: comScore Device Essentials

Late night

(12 am – 7 am)

Early morning

(7 am – 10 am)

Daytime

(10 am – 5 pm)

Early Evening

(5 pm – 8 pm)

Prime

(8 pm – 12 am)

Smartphones are

a constant

companion

PCs dominate

working hours

Percentage of Pageviews by Time of Day by Platform – Weekday



Cross-Screen Behavior Varies Dramatically by Content

Online Share of Minutes by Platform by Content Area

77%

48%

64%

58%

55%

35%

32%

39%

40%

28%

31%

31%

12%

29%

16%

39%

15%

34%

16%

9%

9%

16%

18%

11%

6%

16%

7%

7%

20%

3%

8%

12%

0% 20% 40% 60% 80% 100%

Radio

Games

Technology

Social Media

Weather

Retail

Lifestyles

Entertainment

Health

Food

Sports

News/Information

TV

Business/Finance

Automotive

Total Internet

PC

Smartphone

Tablet


96 96 97

Reach Varies by Platform, but Time

Spent Has Even More Variability

Source comScore Media Metrix March 2013, comScore

98 95 99

ENTERTAINMENT

SOCIAL MEDIA

54 54

82

GAMES

32

66

42

4

17

11

6

9

15

2 6

19

1 5

13

Average Monthly

Hours per Active User

RADIO

PC

Smartphone

Tablet

Monthly Reach %


Tablet Ownership Growing Fastest

0

50

100

150

200

250


▲1%

▲22%

▲59%

Source: comScore Media Metrix Media Trend April 2012-April 2013; Mobile Metrix 2.0 Media Trend April 2012 – April 2013; TabLens Device Trend April 2012 – April 2013

Forrester projects 112MM US Tablet owners by 2016

Total Audience (MM)

April

2013

April

2012

April

2013

April

2012

April

2013

April

2012


Age 27

Associate Editor

Lives with girlfriend

Chicago, IL

Owns iPhone, iPad, MacBook

Loves weather maps on iPad

Admits to using mobile devices

while “on the throne”

Three Screen Moment

Girlfriend shows

something on iPad

I use the

AccuWeather app

on my iPad. It uses

radar – you can zoom

in, and it is bigger on

the iPad. - Nick

Watch a show

on Netflix

Check Twitter

on iPhone

Nick – Weather Buff


Smartphone is the Device for Weather Tablet gets most engagement

36%

23

67%

33

39%

47

Reach

Avg. Min

per Visitor

P50+ 160

M25-49 115

M25-49 125 P50+ 173

Reach

Avg. Min

per Visitor

Reach

Avg. Min

per Visitor

PC SMARTPHONE TABLET

AUDIENCES OVER INDEXING PER TIME SPENT


Weather Usage Varies by Platform

Percentage of Pageviews by time of day by Platform - Weekday


Late night

(12am – 7am)

Early morning

(7am – 10am)

Daytime

(10am – 5pm)

Early Evening

(5pm – 8pm)

Prime

(8pm – 12am)

PC

Smartphone

Tablet

Tablet usage spikes

early morning and

bedtime

Smartphone

usage is flat

throughout day

PC usage peaks

during the daytime


22%

13%

17%

22%

28%

58%

54%

65%

51%

29%

29%

14%

0% 50% 100%

P50+

W25-49

M25-49

P18-24

Among P50+ Tablets Represent Half of All Time Gaming; 2/3

of Time with Social Media Among W25-49 is on Smartphones

52%

25%

36%

27%

33%

68%

56%

65%

15%

7%

8%

8%

0% 50% 100%

P50+

W25-49

M25-49

P18-24

Share of Monthly Hours by Platform

by Demo (% Comp): Games

Share of Monthly Hours by Platform

by Demo (% Comp): Social Media

Source comScore Media Metrix March 2013, comScore Mobile Metrix March 2013:



Late night

(12 am – 7 am)

Early morning

(7 am – 10 am)

Daytime

(10 am – 5 pm)

Early Evening

(5 pm – 8 pm)

Prime

(8 pm – 12 am)

PC Gaming Consistent by Platform

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

PC

Smartphone

Tablet



Gaming on

Tablets peak at

night

Smartphone is higher

than other platforms

late night

PC gaming is still

popular at night


41

Husband – kids age 4, 8

2nd grade teacher

San Francisco

Owns iPhone, Kindle Fire,

laptop, Innotab

Recently shopped for Tory

Burch sandals on iPhone,

purchased on laptop

Three Screen Moment

Younger daughter

watches show and

uses Innotab.

Kindle has

MLB, Bon Appetit,

Games for Kids

and Amazon - Barbara

Watches HuluPlus

on laptop through

AppleTV

One kid is on the

iPhone

Barbara – Working Mom


45 51 54

95 86

78

53 45

50

Women Access Content on Every

Platform But those accessing on Tablets and Smartphones are the most engaged

Source comScore Media Metrix March 2013

1.1 1.7

5.3

0.3 1.1

5.1

1.9 3.1

5.2

0.3 1.1

0.5

RETAIL

LIFESTYLES FAMILY & PARENTING

FOOD

Monthly Hours per

W25-49 by Platform

PC

Smartphone

Tablet

Monthly Reach W25-49 %

91 92 84


Food Content Preferred on Larger

Screens 1 in 3 smartphone owners access food content monthly

41%

15

36%

14

45%

28

Reach

Avg. Min

per Visitor

W25-49 127

P50+

133

Reach

Avg. Min

per Visitor

Reach

Avg. Min

per Visitor


110

W25-49 W25-49 115



Late night

(12am – 7am)

Early morning

(7am – 10am)

Daytime

(10am – 5pm)

Early Evening

(5pm – 8pm)

Prime

(8pm – 12am)

Food Content Peaks on PC at Lunchtime;

Tablet, Smartphone early evening



0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

PC

Smartphone

Tablet

Tablets used

for dinner prep,

post dinner

Smartphone

usage peaks at

dinner time

PC usage peaks

during lunch,

dinner planning


0%

2%

4%

6%

8%

10%

12%

PC

Smartphone

Tablet

Late night

(12am – 7am)

Early morning

(7am – 10am)

Daytime

(10am – 5pm)

Early Evening

(5pm – 8pm)

Prime

(8pm – 12am)

Morning Emails Drive PC Shopping;

Tablets Used for Evening Browsing Percentage of Pageviews by Time of Day by Platform – Weekday


Shopping on

Tablet occurs in

the evening

Smartphone

usage relatively

flat; peaks at night

PC usage peaks

early am


Age 35

San Francisco

Works as a Product Manager

Owns iPhone, Kindle Fire,

PC Laptop

Heavy music streamer

Uses multiple apps for

tracking bike commute

Three Screen Moment

Use Kindle for

streaming Netflix

I love Strava

(training app)

because there is a

social element and

user generated

segments for

comparing you

against yourself and

others. - Dan

Check work

email on laptop

Check Facebook

and texts on iPhone

Dan – Active Dad


Reach and Engagement on PC Still

Highest for M25-49 Time with Health highest on smartphone due to fitness apps

Monthly Reach M25-49 % 89

78

60

77 68

55

63

50 45

50

33 39

1.2 0.5

1.2

2.6 2.3

2.5

0.4 0.5 0.2

0.6 0.3 0.3

SPORTS

BUSINESS & FINANCE HEALTH & FITNESS

AUTO

Source comScore Media Metrix March 2013, comScore

Monthly Hours M25-49

by Platform

PC

Smartphone

Tablet


Late night

(12am – 7am)

Early morning

(7am – 10am)

Daytime

(10am – 5pm)

Early Evening

(5pm – 8pm)

Prime

(8pm – 12am)

Sports Usage on Tablet Peaks During

Prime; PC Used Throughout Workday

PC

Smartphone

Tablet



Sports content

peaks on

Tablet in the

evening

Smartphone usage

relatively flat; peaks

at prime-time

Sports accessed

on PC throughout

workday


PC Penetration is Highest for Auto Engagement is highest on larger screens

42%

28

29%

15

36%

26

Reach

Avg. Min

per Visitor

25-49 122

M25-49

126

Reach

Avg. Min

per Visitor

Reach

Avg. Min

per Visitor


116

W25-49 M25-49 134



Summary of Usage by Demos

• 69% own a Smartphone

• 65% of digital users are cross-platform

• 59% of time with digital is mobile

• Use Smartphones 72 hours monthly

P18-24




• 51% are cross-platform

• Represent 31% of Tablet owners

(only 25% of Smartphone owners)

• Half of time gaming is on a Tablet

P50+



• 69% are cross-platform


• 14% Mobile only (vs. 17% PC only)

• Represent 28% of Tablet owners and 31%

of Smartphone owners

• Spend 63 hours monthly on Smartphone

• 75% of time on social media is on Mobile

• Reach of food content on Tablet is higher

than PC or Smartphone

W25-49



• 74% of digital users are cross-platform


• 45% of time with digital is Mobile

• Reach of auto content on Tablet higher

than Smartphone

• Monthly hours with sports content on

Smartphone, Tablet almost as high as PC

M25-49

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