Connected experiences

Cross-Screen
Engagement:
Multi-screen pathways reveal new opportunities
for marketers to reach and engage consumers
As attention shifts from evening primetime to ‘always-on’ screen time,
consumers are combining devices in new ways to multi-task, amplify
experiences, share and connect with others and get things done.
New research reveals four common multi-screen pathways and the
underlying consumer needs that drive each one. Understanding the
motivations behind these behaviors can help marketers gain digital
advantage through authentic interaction with customers under a new
set of ‘always-on’ rules.

Microsoft Advertising, Flamingo & Ipsos OTX, March 2013,

n=3586 (Aus 499; Brazil 545; Canada 505; UK 1002; US 1035)

1
 Contents
Executive summary ....................................................................................................................... 3

Approach and methodology ...................................................................................................... 5

Introduction: from Primetime to Always-On Screen Time .................................................. 8

The Paths to Engagement: Content Grazing, Spider-Webbing and Quantum............... 9

The Screens: The Everyman, The Jester, The Sage,

The Explorer, The Dreamer and The Lover.............................................................................. 29

The Markets: Australia, Brazil, Canada, the UK and the USA ............................................. 36

Consumer Reactions to Multi-screen Advertising.................................................................. 37

Marketer Implications.................................................................................................................... 38

2
 Executive summary
Consumers are increasingly reliant on laptops, mobile phones,
tablets and gaming consoles for inspiration, information,
communication and entertainment. The hyper-mobility and
seamless connection among these devices is changing the way
publishers drive content—and consequently, the way businesses
shift marketing dollars.

Individual screens provide a device-driven layer of context

that affects how consumers absorb and react to content.
As a result, marketers must now take a multi-layered approach
to content distribution, one that enables portable, personal
and interactive engagement across devices. Understanding the
consumer motivations underlying cross-screen engagement is
therefore a critical part of planning and executing multi-channel
marketing campaigns.

Key take-aways
1. Four pathways of multi- 2. Consumers relate to each 3. It’s now critical that
screening behavior exist, device in unique ways; Carl marketers take a holistic view
with distinct motivations Jung’s archetypes can help of their content strategy,
behind each: Content Grazing marketers adjust messaging one where they pivot to the
(68%: separate multi-tasking to meet the consumer’s consumer need-state driving
or ‘distraction behavior’), mindset. The television is multi-screen behavior, while
Investigative Spider-Webbing ‘The Everyman’, the computer also adjusting content to fit
(57%: simultaneous, is ‘The Sage’ and the mobile the context of each screen.
information- & discovery- is ‘The Lover’. The new Cross-
driven), Social Spider- Screen Engagement study Cont...
Webbing (39%: simultaneous, introduces ‘The Jester’ as the
connection and sharing), and gaming console, the e-reader
Quantum (46%: sequential, as ‘The Dreamer’ and the
intent-based). tablet as ‘The Explorer’.

3
4. While each archetype 6. The behaviors and 7. Finally, multi-screening
illustrates unique motivations motivations are similar across consumers are open to the
and behaviors, screens are the five markets studied, right kind of advertising: 74%
no longer used in isolation. though cultural and agree that “Advertising can
Multi-screening, including infrastructure differences be helpful in telling me about
sequential, simultaneous drive some distinct attitudinal new products or brands that
and separate usage, is variances. In Australia, Brazil might interest me,” while 87%
increasingly the default mode and Canada, consumers of consumers agree that
for consumers. In fact, seven view technology as adding “It’s great that I can check
out of 10 consumers use significant value to their lives, out products or brands that
a second device in some while in the UK and US, there interest me whenever or
capacity while watching is some resentment related to wherever I see them.”
television. the ‘always-on’ mentality. And
in fact, 48% of consumers
5. Consumers are connected across all five markets say they
for nearly all their waking miss the days when they could
hours: mornings tend to do just one thing at once.
be reserved for task-based,
orientation activities, while
evenings are more reflective,
emotive and open. Marketers
should tailor their messaging
throughout the day, while
shifting from traditional
‘primetime’ moments to
meeting consumers in
their moment.

It’s now critical that

marketers take a
holistic view of their
content strategy,
one where they pivot
to the consumer
need-state driving
multi-screen
behavior, while also
adjusting the content
to fit the context of
each screen.

4
Approach and methodology
To uncover new insights around multi-screen behavior, we took a two-
phased approach. For the qualitative discovery phase, we interviewed
early adopters in big city markets. For the quantitative phase, we
validated our qualitative patterns using market-representative panels.

Qualitative Quantitative
We partnered with Flamingo Research to The quantitative portion of the study included
recruit consumers aged 18-54 who owned approximately 1000 consumers aged 18>65
multiple devices (a mix of smartphones, in the US and UK respectively, as well as
tablets, e-readers, gaming consoles and approximately 500 consumers in Brazil,
laptops) and used a second screen on a Australia and Canada for a total of 3586
daily basis. They participated in eight digital consumers globally. We partnered with Ipsos
diaries for five days across large cities in five OTX to use a representative market sample
markets: Sydney, Australia; Sao Paulo, Brazil; via panel and required that consumers own
Toronto, Canada; London, UK and Chicago, a representative mix of devices (smartphones,
USA. The four most compelling respondents tablets, gaming consoles and laptops).
in each market also participated in in-home We analyzed the results throughout
ethnographies. Finally, we conducted two February 2013.
“leading edge” group interviews in the US,
UK and Brazil for consumers aged 26-35 and To uncover deeper motivations and need-states
36-50 in order to establish super users whose behind each multi-screen pathway, we asked
behavior and motivations would indicate consumers a series of questions related to their
future adoption. reasons for multi-screening, activities while
multi-screening and their deeper motivations
while multi-screening. We define these
motivations or need-states (seen in charts on
pages 6 & 7) as follows:

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 Motivations Feeling/Phrase

Like anything is possible Laughter, comedy, humor

Enjoyment Daring Joy or happiness
A sense of fun, enjoyment

Joy or happiness Like I can let my guard

Conviviality A feeling of community down or be silly
or neighborliness A sense of togetherness

A sense of togetherness Reassured

Belonging
A sense of comfort

Reassured Simplicity
Security
A feeling of trust Safe

Safe
Control In control Like I am being
Organized and on top technologically advanced
of things

Like I am being Expert

technologically advanced Pioneering
Recognition Unique or standing out A sense of pride in
from the crowd achievement

A sense of pride in A feeling of strength

Power achievement The buzz of achievement
A sense of commitment

The buzz of achievement A feeling of being alive

Vitality On top of the world In awe of aware of what’s
An adrenaline rush possible in the world

6
 We also refer to Carl Jung’s archetypes throughout the study,
defined in the questionnaire as:

Innocent: Regular guy/gal:

Romantic, optimistic, a dreamer. A good neighbor, an everyman.
Wants simply to be happy and to do Wants to connect with others and
things right. belong to society.

Explorer: Lover:
An adventurer, individualist, wanderer. A friend, enthusiast, team builder.
Wants to be free to find out who she is, Wants to develop relationships and
doesn’t want to be trapped. share experiences.

Sage: Jester:
Thinker, researcher, scholar. Wants to A joker, entertainer, prankster.
discover the truth, understanding the Wants to live in the moment with
world through analysis. full enjoyment.

Hero: Caregiver:
Soldier, athlete, rescuer. An altruist, helper, supporter.
Wants to show one’s worth and improve Wants to help people and protect
the world through action. them from harm.

Outlaw: Creator:
Rebel, revolutionary, outsider. An artist, inventor, dreamer.
Wants to undo what’s not working and Wants to create something of enduring
revolt against the stale, boring normal. value, giving form to a vision.

Magician: Ruler:
Visionary, innovator, mediator. Responsible, a role model, leader.
Wants to know how the world works Wants to create a successful family
and make dreams come true. and life, achieving control.

7
 Introduction: from Primetime
to Always-On Screen Time
Our screens—televisions, computers, control their own flow of content—from
tablets, gaming consoles, e-readers day to night, and from screens large and
and mobile phones—have become small. We now believe User Experience has
more powerful than the sum of their toppled content’s reign as king: the ease
parts. The content we engage with on with which consumers can use a device to
our devices, whether our intent is social, enhance specific moments in his or her life
productive or entertaining in nature, helps is just as important as the content that’s
us make sense of our lives, our communities enabled through the screen.
and even ourselves.
Our Cross-Screen Engagement research
This shift presents both a challenge and an quantifies four key pathways to multi-screen
opportunity for marketers. While content engagement and the underlying need-
was once generated to fit manufactured, states driving each pathway, and identifies
marketer-created primetime spots and static resulting implications for marketers.
advertising placements, consumers now

8
The Paths to Engagement:
Content Grazing, Spider-
Webbing and Quantum
While understanding the unique relationships Screens merge, separate and rejoin in varying
people have with each screen is important, combinations. Identifying these patterns and
consumers are no longer using screens in the need-states that motivate them can help
isolation. Multi-screening, defined as using marketers simplify their approach to cross-
more than one screen at a time—sequentially, screen consumer engagement.
simultaneously or separately—is increasingly
the default mode of consuming content.

9
Content Grazing
The first and most common of the four pathways is called Content Grazing. Grazing occurs
when consumers use two or more screens simultaneously to access separate or unrelated
content. While consumers identify this behavior as “multi-tasking”, we found that it tends to
be the most habit-forming pathway, and likely closer to distraction behavior. In fact, the high
prevalence of entertainment activities suggests consumers are less concerned with getting
things done and more focused on grabbing a quick moment of fun or escape.

The challenge for marketers trying to engage

Content Grazing audiences lies in inserting
“When the ad breaks
themselves into this moment of distraction; come on, I’ll check
marketers must either provide a quick snippet
of content that satisfies this need or attempt to Facebook and my email,
overcome short-attention spans and encourage
deeper engagement.
just to see what’s going
on, and catch up on
any news.”
Super Group, US

10
Habit, distraction and killing time are highest for Content Grazing
Habit is highest in Content Grazing scenarios compared to the other three pathways. While
most consumers choose efficiency as a reason to graze, background noise and killing time are
higher, suggesting that this habit is less about getting things done and more about overcoming
boredom or tedium with quick bursts of distraction.

multi-screening

It's just my habit 47% +14

I like to have a device as
background when I'm doing 34% +11
other things

To be more efficient 31% 0

To increase my enjoyment 24% +3

To stay in the loop on

things/not miss something
21% +3

To kill time at boring bits 21% +6

Relaxation and Entertainment lead Content Grazing Activities

Relaxation and entertainment activities are higher, suggesting that even separate content
pathways offer consumers some form of entertainment and an enjoyable moment of escape.

multi-screening

All relaxing/entertaining 69% +7

All shop/task 49% -2

All social 43% -4

All info 34% -5

All work/study 17% -7

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Content Grazing helps consumers feel more in control
It’s important to note that while control is the highest, feelings normally associated with staying
organized and on top of things such as power and recognition under-index. ‘Always on’ doesn’t
necessarily mean consumers feel empowered; they likely prefer to turn on (and off ) the faucet of
ever-growing content on their own terms. Easy access to quick bursts of contextual content that
consumers can pick up easily will help them feel in control of how, when and where they digest it.

+5 -6 -1 -5 -11 -7 -7 -7
multi-screening

67% Avg All Pathways

Grazing

45%

31% 30%
24% 24% 22%
14%

Control Enjoyment Belonging Security Recognition Conviviality Power Vitality

“Why do I multiscreen? I always want to feel

like I’m occupied and I’m doing things.
I don’t like doing one thing at one time—
we’re always constantly wanting to do things
and feel engaged, occupy our minds…”
Anthony, Australia

“I don’t get home from work until 7pm and

have much to do and not much time to do it
in before bed, so I do several things at once to
save time.”
Super User Group, US

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What the screens bring to
Content Grazing
Device Role within Pathway

TV & Streaming • Used at home and in the evening, often with

Console Content others present
• Likely shows normal TV content, often as
background noise—it’s often a secondary device
to other activities on the partner screen
• The TV’s purest ‘everyman’ and ‘jester’ performance,
simply providing some entertainment and little else

Laptop • More likely to be chosen if alone—and sometimes

in the morning, when more pragmatic and time-sensitive
tasks are carried out
• Brings control and efficiency—the TV is there to soften
the task and ensure there is some enjoyment involved
• A workhorse in this situation, often used for investigation
and understanding as it relates to decision-making

• More likely to be used if others are present

Mobile
• Distracts less from company and from the other
device being used
• One-to-one communication is the key task here,
important emails or texts
• Brings a social aspect to the activity; it’s less of an
intimate ‘lover’ and more of a ‘caregiver’ and ‘everyman’
• Can also help with information if required, however

• Slightly more likely than the phone to be used

Tablet when alone, partly because it takes a bit more
attention away from the moment
• Often used for involved activities such as gaming or
video viewing, distracting from what’s on the other screen
• A demanding ‘ruler’, but can also deepen the enjoyment
of the entire situation—tablet + TV is often more
enjoyable than TV alone, even among separate
multi-screening scenarios

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Investigative Spider-Webbing
Investigative Spider-Webbing is a simultaneous journey where consumers view related content
on two or more devices at the same time. This is a curiosity-led moment of deep engagement,
where consumers seek information or content that complements and amplifies the primary
screen experience.

Consumers may face frustrations if they can’t

find compelling enough supplementary
“I’ll be watching a film
information and subsequently abandon even and IMDB’ing, check stuff
the original content or activity. There’s an
opportunity for marketers to distribute content about the film, I’ll think,
thoughtfully, dispersing it along exploratory
threads to encourage deeper exploration and
where have I seen this guy
to satisfy the consumers’ need to search and before then go on an epic
find more.
journey to find him!”
Super User Group, UK

14
A desire to learn more drives Investigative Spider-Webbing
Investigative Spider-Webbing fulfills a need for depth: consumers simply want more,
and they turn to another device to find it.

Investigative spider-webbing multi-screening

To find out more about
something on another device
32% +14

To be more efficient 29% -5

It's just my habit 29% -2

To get more detail or new

content about something on 27% +10
another device

To increase my enjoyment 22% +1

Investigative Spider-Webbing is ultimately about entertainment

Compared to other pathways, Investigative Spider-Webbing fulfills entertainment and relaxation
needs, but also enables a possible entre into shopping or other transactional activities.

multi-screening

All relaxing/entertaining 64% +5

All shop/task 55% +2

All social 41% +2

All info 34% -4

All work/study 20% -14

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Investigative Spider-Webbing indexes lower on social motivations
It’s clear that Investigative Spider-Webbing is a much more introverted, information-seeking
behavior; belonging and conviviality are significantly lower compared to other multi-screening
paths. This is an individual pathway, where marketers can leverage consumers’ innate sense of
curiosity to enhance an experience with rich branded content.

-2 -1 0 -1 -4 -4 -4 0
multi-screening

60%
Avg All Pathways
Investigative
50%

35% 34%
28% 27%
25%
21%

Control Enjoyment Recognition Security Belonging Conviviality Power Vitality

“I use my tablet to make what I’m watching on

TV more interesting. I’ll watch football on TV
while getting information on the teams and
players on my tablet.”
In-home, UK

“Now I don’t want to watch TV by itself; there

is just a lot more that entertains me. I find that
there is time when I am resting and relaxing, to
find out more, to do it all—because it interests
me so much.”
Super User Group, US

16
What the screens bring to
Investigative Spider-Webbing
Device Role within Pathway

TV & Streaming • Usually the spark for further action

Console Content • Typically at home in the evening and when others are
present
• Brings the fun and enjoyment to the activity—but if
anything, the content on the primary screen loses some of
its power as attention switches to the other device
• Can introduce new ideas, but more detailed or more
personalized needs are met by the second device

Laptop
• Provides the control to the TV’s enjoyment
• Knowledgeable, ‘Sage’-like personality comes through
• Satisfies information-seeking, comprehension and
understanding needs, making it a strong partner to the TV

Mobile
• More likely used if others are present as a more ‘polite’
device, though the overall situation (at home, in the
evening) is similar to the laptop
• When used with other devices, it becomes less of a
knowledge-seeking device than when it’s alone

Tablet • Even more likely to be used at home, in the evening and

with others present
• Adds to the enjoyment of the overall activity, more so than
the laptop or the smartphone
• Provides both key aspects of the other devices—the softer,
connecting side and the deeper knowledge-seeking side
• And as the ‘Explorer’ archetype, it’s ideal for finding more
information to help with decisions

17
Social Spider-Webbing
Social Spider-Webbing is the mirror image of Investigative Spider-Webbing; it’s extroverted, and
focused on sharing and connecting. Content is a catalyst for this pathway; it provides the spark that
provokes consumers to connect to like-minded communities and add to the conversation. One in
five consumers engage in social spider-webbing pathways while watching live events on TV.

While brands still face challenges integrating

with socially-generated content, the
“You’re in touch with a
opportunity to target audiences where they are lot more stuff—like if I’m
likely to interact deeply and emotionally within
communities is compelling. watching TV and I want
to tell someone about it:
I can contact anyone
around the world
at any time.”
Super User Group, US

18
Social Spider-Webbing is focused on connection
Consumers engage in Social Spider-Webbing to connect with others. Solitary experiences are
transformed into social occasions.

Social spider-webbing multi-screening

To connect with others 42% +19

It's just my habit 36% +3

To be more efficient 29% -2

To increase my enjoyment 25% +4

I like to have a device as
background when I'm doing 24%
other things
+1

TV is often the catalyst

While television acts as the catalyst, tablets and mobile phones draw a significant amount
of attention.

Social Spider-Webbing is first and foremost social, but also

entertaining and relaxing
True to its name, Social Spider-Webbing contains lifts for all social activities, including sharing
and connecting over social networks, emailing, texting and reading ratings and reviews.

Activity types multi-screening

All social 70% +23

All
relaxing/entertaining
65% +3

All shopping/tasks 50% -1

All info 35% -3

All work/study 20% -4

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Conviviality pops in Social Spider-Webbing behaviors
Social Spider-Webbing is a shared experience; enjoyment, conviviality and a sense of
belonging are all important. This is a natural place for marketers to connect consumers to
like-minded communities and provide a sense of belonging through reviews, localization
and discussion forums.

+10 -6 +12 +3 +5 0 0 +1
multi-screening

60%
56% Avg All Pathways
Social

43%
37% 37%
35%
29%
22%

Enjoyment Control Conviviality Recognition Belonging Security Power Vitality

“No matter what I am doing, I’m always talking to

someone. We’ve evolved to rely on our devices
so much: I Facetime with my kids, get messages
from friends in other countries… everything.”
Michael, 30, Canada

“I’ll watch X-Factor on the TV, text with my

boyfriend about it on my phone and see what
my friends are writing about it on Facebook.”
Super User Group, Brazil

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What the screens bring to
Social Spider-Webbing
Device Role within Pathway

TV & Streaming • Evening-based, at home and with others

Console Content present in the room
• Live events make up 1/5 of these situations
• More than in any other situation, the TV is the
‘hero’, providing the content that sparks conversation
• Can also introduce new ideas, which are subsequently
explored with friends

Laptop • More likely to be used when alone

• More information-focused than the phone; it’s less
about one-to-one communication and more about
helping people explore TV content with the assistance
of others
• Like the phone, ‘lover’ characteristics can be deepened,
but it also delivers the knowledgeable ‘sage’ aspect
and helps with investigation activities

Mobile • Consumers turn to their mobile when others are present;

the behavior occasionally creeps into the morning, as
well as in the evening
• It’s more likely to be used for one-to-one (or few)
communication, though wider social networks also
plays a part
• It deepens the enjoyment of the situation and heavily
calls on its ‘lover’ and ‘caregiver’ aspects

Tablet • Halfway between the laptop and the phone—it’s a bit

more likely to be used when others are present than
the laptop, but not as much as the phone
• Adds more fun, closer connections and more
engagement than either of the other devices, likely
because it’s a tactile, immersive screen experience
• Not as serious as the laptop if more information for
key decisions is needed

21
Quantum
In quantum journeys, consumers leap over time, space and screen to achieve a goal.
They start an activity on one screen and continue it on another. This pathway is sequential
and distinctly intent-based; as a result, ease and productivity are paramount. Efficiency is
the dominant reason consumers take quantum pathways, with activities such as working,
shopping and completing tasks coming to the forefront. This is also the pathway consumers
are most likely to start at work or on-the-go.

While consumers expect consistent, cohesive

experiences across screens, technology
“With more than one
is often not seamless. Quantum paths screen, I can get
can be chaotic and disjointed with clunky
workarounds. Marketers should seek out information much faster
partners who can help seed ideas on one
screen for further exploration on another,
­—it’s faster to look it up
and then encourage consumers to move to on another screen than to
the screen that best suits the marketer’s goal.
open and change tabs.”
Super User Group, Brazil

22
Quantum paths are about efficiency: changing screens due
to location or ease of use
Quantum pathways are perhaps the most futuristic of all, signaling the ability to complete
tasks anywhere and on any screen. Consumers move to a second screen in this scenario
because they’re on the move, they need a better device or they want to do something with
greater efficiency.

multi-screening

To be more efficient 36% +5

It's just my habit 22% -12

I changed locations or
environments
21% +13
The first device or screen I
used was too difficult to use 18% +10
for this task

To connect with others 17% -7

Quantum activities are task-based and pragmatic

Within this pathway, consumers are likely to conduct work-related or task and
shopping-related activities. It’s by far the most pragmatic of the four pathways.

multi-screening

All shopping/tasks 57% +4

All relaxing/entertaining 50% -12

All social 43% -5

All work/study 37% +14

All information related 32% -4

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Quantum paths fulfill the need for control, but also power
and recognition
Quantum pathways suggest a strong need for consumers to feel on top of things. Power,
recognition, security and vitality are higher compared to the other pathways and indicate a
desire for consumers to feel organized, get things done—and know how to use technology
effectively to help them do it. Marketers should seek out opportunities to help consumers
feel more efficient through seamless cross-screen experiences, access to cloud storage,
personalization and rewards for using digital channels.

+2 -4 +8 +11 +5 -1 -1 +6
multi-screening
64%
Avg All Pathways
Quantum
47%
42%
40% 39%

31% 30%
27%

Control Enjoyment Recognition Power Security Belonging Conviviality Vitality

“I see stuff when I’m out, like a poster for a

concert that I’m interested in. So I’ll take a photo
of it on my phone and then later at home I’ll
look into it properly on my laptop.”
Peter, US

“The main reason I multi-screen is if I start looking

at something on the train or at work, like I started
my Tesco shop on the way home on the train, now
finally finishing it off on Sunday on the laptop.”
Beckie, US

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What the screens bring to
Quantum Pathways
Device Role within Pathway

TV & Streaming
• Home and evening based, when others are present
Console Content
• Provides content that is either the spark for further action
or the result of ‘digital note-taking’
• Inclusive, friendly side comes through strongly
• Can meet vital discovery and enrichment needs when it
comes to decision-making activities

Laptop • Mainly used at home and in the evening

• Used for information-gathering and social, but also for
more involved tasks, such as video viewing and gaming
• Adds greater control to the Quantum activities
• Brings its ‘ruler’ and ‘caregiver’ aspects to the fore
• Key to decision-making, if relevant, particularly info-
seeking and understanding

The phone plays a key role in Quantum activities

Mobile • Can be used throughout the day, in home and away,
to initiate and complete tasks
• Usually used for communication or to dig deeper into
something that has caught the consumer’s eye
• Brings the social, connected aspect to Quantum activities,
often being the ‘hero’ or ‘ruler’ of the pathway
• Can be used for decision-making needs, particularly
information gathering

Tablet

• Mainly used at home, the tablet provides information and

enrichment in a more pleasure-seeking state-of-mind
• Discovery tool

25
Incidence & Day-Parting
Perhaps not surprisingly, Content Grazing is the most common multi-screen pathway; consumers
have grown accustomed to engaging with a constant stream of content. It’s simply modern
life. Investigative Spider-Webbing is the second most common, suggesting that consumers see
significant value in adding a second screen to amplify what was once a single-screen experience.
Conviviality-led Social Spider-Webbing is highest in hyper-communicative Brazil, but we expect it
to increase even more across markets as social platforms expand to wider consumer audiences.
And finally, 46% of consumers take Quantum Pathways, intent-led and often pragmatic in nature.

Content
grazing 68% 71% 70% 71% 54% 70%

Investigative
spider-webbing 57% 57% 64% 56% 47% 53%

Social 39% 38% 39% 39% 44% 37%

spider-webbing

Quantum 46% 41% 45% 49% 50% 50%

Pathway Day-Parts
In the morning, consumers tend to be more task focused, orienting themselves to their day.
Quantum Pathways, some Social Spider-Webbing and Content Grazing are prevalent.
Content Grazing is noticeably absent in the afternoon, suggesting that consumers are more
focused on a single task and likely absorbed at work or at home. In the evening hours, multi-
tasking kicks into high gear, with Investigative Spider-Webbing continuing into the later hours.

Content Grazing Investigative Social Quantum

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

26
From work to home: Mobile travels, tablets connect
While Spider-Webbing activities occur mostly in the home, Quantum pathways are rife with
opportunity to reach consumers on-the-go. The mobile phone is most likely to be the bridge
from at-work and on-the-go activities to the home. Tablets, gaming consoles and televisions
are the devices most likely used with more than one person, while mobile phones, and for the
most part, computers, remain firmly in the grasp of individual hands.

Content Grazing Investigative Spider-Webbing

65%
60%

55%
60%
50%

55%
45%

40%
50%

35%
85% 90% 95% 100%
45%
90% 95% 100%

Social Spider-Webbing Quantum

65%
65%
60%
60%
55%

55%
50%

45% 50%

40% 45%
85% 90% 95% 100% 50% 60% 70% 80% 90% 100%

*Directional data for games console; lower incidence within pathway

27
Pathway Summary

Content Investigative Social

Quantum
Grazing Spider-Webbing Spider-Webbing

Relaxation/
Dominant Relaxation/ entertainment, Shopping/
Social/Enjoyment
activity entertainment alongside Tasks
shopping & tasks

Efficiency,
Most common
Seeking detail Connect location change,
reason for Habit, distraction
& design with others better user
multi-screening
experience

Morning, Morning,
Morning & Evening &
Prime day-parts Noon & Afternoon &
Evening Night
Evening Evening

Work, Work,
Work &
On-the-go or On-the-go, Home Home
On-the-go
Home Home

Recognition,
vitality, Enjoyment, Power,
Control: enjoyment: conviviality, recognition,
”I’m in control of “I want to satisfy belonging: vitality, security:
Dominant
my moment— my curiosity; ”Adding a social ”I’m on top of
need-states
whether it’s a going deep on element makes things; and it
(by index)
task or a quick a topic is an me feel like feels good to use
bit of fun“ enjoyable way to I’m part of a tech to get things
spend my down community” done well”
time”

28
The Screens: The Everyman,
The Jester, The Sage, The Explorer,
The Dreamer and The Lover
In 2010, we partnered with BBDO and Ipsos OTX on a study called Meet the Screens, which
identifies Jungian archetypes as a way of uncovering the dominant relationship consumers have
with each device. Our new study deepens our understanding of the archetypes through multiple
points of consumer interaction, including qualitative interviews, ethnographies and quantitative
data to validate the ways consumers engage with each screen.

Index of Screens according to their primary use attributes

Television Tablet Smartphone PC

131

115117 114 115 117 115

107 108 106 107 106
105103 105 103 104
101 101 102

96
90 89
85
77

61 64
54

Convenience Content Connects me Cross device Fun Compatibility Creativity/

with others ease with other Productivity
devices

29
 Television:
The Everyman
Television, our most established screen, has and more consumers are using a second
fully grown into “The Everyman”; it’s the most device while watching television: seven out
popular device for multi-screening behavior. of 10 consumers use a second device while
TV delivers passive entertainment, enjoyment, watching TV. Marketers will likely find deeper
familiarity and comfort. It’s best positioned to engagement when driving consumers from the
provide emotional brand experiences that are TV to alternate screens, such as the tablet.
intuitive and easy to understand, but more

“Something about a giant TV makes you feel less lonely. I’m a

student living alone, and having the TV on as background noise
as I’m folding laundry or doing other menial tasks makes me feel
less like a crazy cat lady.”
Nicolette, US

30
 Gaming console:
The Jester
Gaming consoles immerse consumers in Marketers should invite interactivity and a
another world through beautifully rendered sense of fun on this medium, tapping into
graphics, compelling games, social interaction consumers’ need for competition, achievement
and streaming video. It’s also a highly social and escape.
device, with 60% of consumers globally
associating it with a sense of conviviality.

“I’m usually in a good mood and find myself quite immersed. It’s
the best for relaxing my mind from other frustrations even if it
might only be for a temporary moment.”
Markus, Canada

31
 Laptop:
The Sage
The laptop and desktop informs, empowers and like learning, investigating and showing off what
teaches. Productivity is key and usually seamless. they know. Brands should adjust to this mindset
Here, consumers want a powerhouse environment by helping consumers create, get work done, stay
that deepens their knowledge and helps them be organized, shop, compare and make purchases
productive. It’s about control, but consumers also online.
associate it with enjoyment; after all, people

“The PC is more about work, information and education.

It’s the best for detailed information, research and large content.”
Ben, Australia

32
 Tablet:
The Explorer
The tablet is still coming into its own, but as “The they also have the potential to be the go-to device
Explorer”, it travels light. Consumers are reluctant at home; they offer consumers more engaging
to download as many apps as they have on their experiences, even when conducting routine
mobile phones, likely because they want to keep tasks such as search and email. Marketers should
the experience clean and streamlined. They tend approach advertising on the tablet by inviting
not to want too much baggage along the way. consumers into compelling, multi-dimensional
While tablets facilitate discovery and investigation, experiences through rich media and video.

“There’s a reason why it is called a tablet. It’s a blank slate. There is

an ocean of things you want to learn about.”
Michael, Canada

33
 E-reader:
The Dreamer
The e-reader is “The Dreamer”, a place of purity
and a sanctuary from busy lives. And while
e-readers are capable of web browsing and other
common online activities, they are primarily single-
use devices; consumers use them to escape deeply
into a book, newspaper or magazine. Content for
this platform must be thoughtful and non-intrusive.

“It just does one basic function but it does it extremely well.”
Super User Group, US

34
 Mobile phone:
The Lover
As the most personal device, the mobile phone The two sides emphasize the need for mobile
evokes intimacy, commitment and trust. But there content to strike a balance—“grow with me,
are signs of strain in the relationship, and many help me, but give me space.” It’s imperative that
consumers are starting to detect ‘the lover’s marketers avoid intrusive commercial messages
shadow’. The ‘ruler’ archetype begins to emerge; here, and instead, deliver relevance and value at a
mobile can have a dark side, which can nag at personal level.
consumers and demand unwanted attention.

“My phone is part of me. It has everything on it and is always by

my side. I’m happy, safe, complete when I have my phone… apart
from when it runs out of battery.”
Karen, Brazil

35
The Markets: Australia, Brazil,
Canada, the UK and the US
Our qualitative interviews yielded compelling nuances among markets, yet we
found surprising consistency in the way consumers use screens—both individually
and in combination.

Device Ownership: Cross-Screen Engagement study

Device Total US UK AUS CAN BRZ
Televison 90% 90% 91% 88% 90% 90%
Desktop Computer 69% 72% 64% 65% 74% 72%
Laptop Computer 81% 83% 85% 82% 83% 67%
Tablet 50% 52% 49% 48% 54% 44%
Smartphone 77% 70% 83% 81% 77% 73%
eReader 30% 34% 41% 20% 33% 11%
Gaming Console 64% 66% 67% 58% 73% 56%

Sydney, Australia London, UK

In our qualitative interviews, most Australians In the UK, technology is essential not just for
indicate that technology is slightly less central enjoying life, but also for simple everyday
to daily life than consumers in the US and UK. survival within a busy, consumer-driven
They tend to focus more on quality of life and economy. UK consumers have high standards
less on the frenetic nature of staying connected for content; the market tends to be on the
24 hours a day. leading edge of tech and app development.
Broadband and 3G is widely available
São Paulo, Brazil and reliable, while the high penetration of
In Brazil, owning the latest devices and technology smartphone and tablets provide a content-rabid
is highly desirable, yet still somewhat aspirational. audience for marketers.
While technology is lagging slightly behind due to
unreliable broadband and 3G availability, consumer Chicago, US
enthusiasm and creativity abounds: it’s not unusual In the US, technology plays a critical role in
for consumers to have more than one SIM card or productivity: American workers typically seek a
phone, for example. seamless existence between technology at work
and home that helps them organize their lives
Toronto, Canada and get things done. It’s important to note that
Compared to their North American neighbor the US is also a saturated media environment;
to the South, Canadians have a slightly more consumers typically view more advertising
positive view of technology. While it plays a messages than they can possibly absorb in
significant role in productivity, it’s primarily a typical day and this is reflected in somewhat
viewed as a pleasant and helpful set of tools, negative views of technology throughout
rather than as a source of anxiety. Widespread our interviews.
free wireless in Toronto and strong broadband
provides easy access to content.

36
Consumer Reactions to
Multi-screen Advertising
Multi-screening consumers are open to advertising, yet it’s clear that this openness varies
depending on how and where the content is delivered. Consumers have a lower tolerance for
advertising on mobile phones, where the device demands more intimate and personal content.
Similarly, consumers tend to be sensitive to interruptive advertising on gaming consoles.

Consumers are most open to advertising on the TV,

computer and tablet

Advertising content
is more welcome 76% 57% 51%

Advertising content
is less welcome 39% 37%

74% of consumers agree that 87% of consumers agree that

“Advertising can be helpful “It’s great that I can check
in telling me about new out products or brands that
products or brands that interest me whenever or
might interest me.” wherever I see them.”

37
Marketer Implications
In order to succeed in an ‘always-on’ world, marketers need to take a multi-layered
approach to content distribution, one that enables portable, personal and interactive
engagement across devices. Understanding consumer needs and motivations
throughout the pathways and partnering with the right digital enabler is essential in
order to meet consumers where and when it’s most relevant.

Be The Everyman on TV:

• Tell emotional stories
• Keep your message accessible
• Build your brand

Be The Jester on the console:

• Keep it interactive
• Appeal to the consumers’ sense of fun
• Provide a sense of competition and reward achievement

Be The Sage on the computer:

• Provide deeper information, including reviews,
ratings and authoritative content from experts
• Facilitate analysis; make it easy for consumers
to compare and contrast
• Help consumers ‘close the deal’

Be The Explorer on the tablet:

• Take consumers to new places; entice them and
appeal to their sense of curiosity
• Tell stories using visual, evocative tools, such as
rich media and video
• Give consumers control of the experience…
but provide curation

Be The Lover on the mobile:

• Support consumers; make sure you’re adding value,
not interrupting them
• Give them ideas; this is an ideal place to plant a seed
for later exploration
• Facilitate personal connection and foster a feeling
of belonging

38
 Play to Content Grazing:
• Keep it bite-sized, fun, quick and efficient • Quick bites of content via Xbox and Bing apps
• Understand the measurement implications: in Windows 8 provide fast, fun engagement
consumers may not want to hang around, for short attention spans. And in fact, scores
so dwell time and other engagement metrics for ad recall for the Windows 8 Ads in Apps
likely won’t be effective here pilot program outperform the benchmark for
microsite evaluation at a 92% rate of recall.
Windows 8 Ads in Apps PR Pilot Research, September 2012.

Play to Investigative Spider-Webbing:

• Pique curiosity and provide an appetite for • Windows 8 is the ultimate spider-webbing
supplemental information enabler. Spark a Spider-Webbing pathway by
• Curate content and leave a compelling trail for connecting an Xbox streaming experience to
consumers to explore tablet’s exploration mode using SmartGlass,
which enables devices to work together to
show rich interactive activities and new content

39
 Play to Social Spider-Webbing:
• Facilitate social interaction through content • Skype is a powerhouse Social Spider-Webbing
that sparks conversation tool. Utilize Skype’s broad social platforms
• Weave your own social threads for consumers in conversational spaces. Consider hosting
to explore; keep it valuable and interactive branded Skype chat sessions during popular
live events

Play to Quantum Pathways:

• Leverage connected devices to move the • Windows 8’s consistent UI provides a unified
consumer to the best screen for your goal user experience across PCs, tablets, mobile
• Add value to the experience as the consumer phones and the Xbox gaming consoles. Easy
adds incremental screens, i.e., deliver coupons access to cloud-based efficiency tools such
and other rewards utilized via the cloud and as Outlook.com make moving from work
accessed anywhere: on laptops/desktops for to home while getting things done simple
online transactions and via mobile for in-store use and seamless

40
About the Microsoft
Advertising Consumer
Insights Team

Contacts:
Natasha Hritzuk Ivy Esquero
Sr. Director of Consumer Insights Thought Leadership Research Manager
[email protected] [email protected]

Kelly Jones
Head of Thought Leadership
[email protected]

While many tech and media companies conduct market research that describes what
consumers are doing, the Microsoft Advertising Consumer Insights team believes innovation
stems from getting at the why. As a result we go beyond behavior to focus on why consumers
do what they do—whether that’s choosing one brand over another, or exhibiting a preference
for a specific platform. Our goal is to create more robust insights-driven narratives that reveal
the people behind the data, making it easier for customers to tell creative, relevant and
connected stories across platforms.

© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or
trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft
must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy
of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION
IN THIS PRESENTATION.