NEW YORK--()--A significant majority of Americans now access media using multiple devices each day with TV, PC, tablet and smartphone devices each dominating media usage at different parts of the day, according to Collective, a leading data-driven, multi-screen platform company.
“In today’s multi-screen market, advertisers must deliver coordinated creative campaigns that are personalized with the right content for each device.”
Collective’s findings are included in a new report, “The Multi-Screen Dayparting Playbook: How to Utilize Device Dayparts for Greater Reach & Impact,” which was released today. These findings are based on research on the US media market, and reveal that 71% of Americans -- 203 million people -- now regularly access media on at least two screen devices – TV, PC, tablet and smartphone – each day. The research, which Collective commissioned Nielsen to conduct, quantifies for the first time that multi-screen users now outnumber single screen users by 2.5 to 1.
“This fundamental change in media consumption is a major opportunity for brands to redefine their engagement with audiences,” said Joe Apprendi, CEO of Collective. “In today’s multi-screen market, advertisers must deliver coordinated creative campaigns that are personalized with the right content for each device.”
“The Multi-Screen Dayparting Playbook: How to Utilize Device Dayparts for Greater Reach & Impact” includes two case studies that quantify the increased impact device dayparting can deliver.
“The more we can learn about how people are consuming media via their multiple devices, the better we can pinpoint our client’s messages and get the most out of our commercial content,” said Simon Bond, BBDO Worldwide, CMO.
“As consumers continue to spread their engagement across more devices, marketers must have compelling creative on each device to achieve the same reach they might have with just TV a few years ago,” said Justin Evans, Executive Vice President, Emerging Media, Collective, and co-author of the whitepaper. “Brands now need a data-driven understanding of consumer behavior across device and daypart.”
Key Multi-Screen Findings
Among the key findings included in “The Multi-Screen Dayparting Playbook: How to Utilize Device Dayparts for Greater Reach & Impact,” are:
- the largest group of U.S. multi-screen users, 80.8 million or 25% of the U.S. population, accesses media using a combination of TV, PC, tablet and smartphone devices each day;
- in any given daypart, at least 100 million, or 32% of consumers are accessing media using multiple screens;
- “second screening” or combining tablet and TV use was reported by 35 million or 11% of consumers, a behavior that peaks in Prime Time; and
- Even in Prime Time, where media use peaks, there are 169 million multi-screen users outnumbering single-screen users by 1.5 to 1.
Key Device Findings by Daypart
Collective found that different devices achieve peak usage at different times of the day compared to other devices:
- Early Morning – Smartphones are preferred during the commute.
- Daytime - PC dominates work-related search and video.
- Prime Time – Tablets drive multi-tasking during evening TV viewing.
- Late Fringe – TV-only use increases as the day winds down.
“Consumers are using multiple screens to customize their media engagement,” said Frederick Stallings, Director of Mobile, Collective, and co-author of the report. “Device daypart creative strategies will be critical for brands moving forward.”
On Tuesday, March 5, 2013 at 1 pm ET, Collective will hold a webinar to present more detailed research findings on device dayparting.” To register for Collective’s webinar, click here: http://www.webcaster4.com/Webcast/Page/30/1146. For more information, please contact firstname.lastname@example.org
Collective is a leading data-driven multi-screen company that connects brand marketers to audiences with highly personalized experiences across display, video and mobile advertising. Collective’s multi-screen data optimizes targeted creative to break down traditional media silos and deliver highly personalized creative coordinated across devices. Headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco, London and India; Collective has been recognized on the Deloitte Technology Fast 500 and Inc. 500/5000 lists. Collective is backed by Accel Partners, Greycroft Partners and iNovia Capital. To learn more, visit www.collective.com.