Multi-screening behavior increasing around the world

Using a mobile device while doing other things is so common around the world that multi-screen video advertising has become a necessity.

Posted on May 9, 2014 by YuMe

It's no secret that when consumers are watching TV, they're likely using another device at the same time. The increased prevalence of smartphones, tablets and laptops has turned everyone into a multi-tasker in some shape or form. Being able to do more things at once is attractive for many people, but when it comes to viewing TV programming, the simultaneous use of another screen has essentially become the norm.

According to the Interactive Advertising Bureau's "The Multi-Screen Marketer" report, 52 percent of consumers surveyed stated they use a computer while viewing TV content. Additionally, 65 percent of tablets owners say they use their devices while watching TV, and 60 percent of smartphone users do the same.

Other interesting findings from the IAB research revealed 28 percent of multi-screen TV viewers also have downloaded a mobile app that is tied to certain programming, and 77 percent of people between the ages of 18 and 44 who own a tablet admit to multi-tasking while viewing TV programming.

Clearly, multi-screening has become common among consumers and as a result, multi-screen video advertising is essentially a necessity for brands and video ad publishers looking to make an impression on potential customers. The IAB study only polled people living in the U.S., but multi-screening is becoming popular all around the world.

Multi-screen behavior not just popular with in the states
According to eMarketer, smartphone use has exploded in Brazil. The websites states that 20.3 percent of Brazil's population, 41.2 million people, will use a smartphone in 2014. Additionally, citing a survey conducted by Millward Brown, eMarketer stated the average mobile gadget user in Brazil spends a minimum of 149 minutes per day using their device. As a result, when it comes to multi-screening behavior with respect to viewing TV programming, the smartphone is the top choice for those who live in the country and own a device.

The Millward Brown study revealed that Brazil consumers between ages 16 and 44 used a smartphone for 52 minutes while watching TV. This is a significant increase from a separate study conducted by IBOPE Nielsen Online and the Mobile Marketing Association in September 2013. This research revealed only 24 percent of smartphone owners in Brazil used their devices while watching TV.

The data from each survey uncovers a pattern that will only continue to trend upwards as more mobile devices are adopted. Therefore, it would be very wise for brands looking to gain a marketing edge to make sure that their advertising strategies take the mobile consumer into consideration. Failure to do so will not only result in lost revenue, but also put a company at a distinct disadvantage from businesses that have already realized the value of multi-screen video advertising and included it into their marketing budgets.

Consumers are paying close attention
Although it would seem that watching TV and using a mobile a device would be a distraction, according to the IAB study, consumers are very equipped to handle it. In fact, people pay attention to ads being displayed on their smartphones and laptops, especially if it's engaging enough to affect their buying decisions.

When researching new products and communicating with brands, multi-screen users preferred to do so online while engaged with their devices. This is further evidence of the value of multi-screen video advertising and should a tool used by all companies.

All of the data shows that as mobile device usage continues to increase around the world, multi-tasking will become increasingly prevalent. Consumers will use more than one device to not only view digital content, but to complete several tasks at once as well. For brands and video ad publishers, it's important to capitalize on the new behavior being adopted globally.