SMARTPHONE VS. TABLET-BASED VIDEO VIEWING
SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS
In February 2012, MWW surveyed more than 1,100 U.S. consumers 18 years and older who use a tablet (50%) and/or smartphone (70%) on a regular basis to watch video – meaning they’ve watched a TV show or movie on the device in the last 30 days. Our objective: Determine the words and images most strongly associated with watching mobile video on each device. © MWW GROUP, ALL RIGHTS RESERVED
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SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS
The purpose of the research was as follows: FINDINGS Consumers indicated that they strongly associate watching TV/movies on tablets with relaxation, while watching on smartphones is more of an on-demand function associated with passing the time or taking a break outside of the home.
•O verall, research should show how people think of their smartphones and tablets as it relates to when, where, why and how they use their devices and in what context •D etermine the optimal context, situations, activities and words to associate with long-form video on smartphone and tablet devices
IMPLICATIONS Direction for creative execution should differentiate on these two types of feelings on each device.
•U se these findings to deliver the right message at the right time with the right associations in order to increase message relevance
WHAT IS ASSOCIATED (WORDS AND IMAGES) WITH WATCHING VIDEO WATCHING VIDEO ON A TABLET 0.0
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WATCHING VIDEO ON A SMARTPHONE 0.5
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RELAX
WAIT
WAIT
TIME
TRAVEL
BORE
TIME
RELAX
HOME
KILL
RELAXATION
WATCH
HOTEL
TRAVEL
PLACE
WORK
WATCH
PASS
BED
LONG
© MWW GROUP, ALL RIGHTS RESERVED
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SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS
PRIMARY ASSOCIATION BY DEVICE FINDINGS
Tablets are associated with periods of relaxation and personal time, while smartphones are associated with times when respondents are waiting, killing time or taking a break. 33%
AIRPLANE 20%
BED
38% 24%
HAMMOCK WAITING ROOM
23%
31%
28%
18%
COUCH TRAIN STATION
29% 25%
20% 15%
PARK BENCH LINE
9%
CUBICLE
9%
BUS STOP
6%
REST ROOM
18% 22%
10%
COFFEE HOUSE
13% 14% 14%
6%
MALL
6%
SCHOOL BUS LECTURE HALL
34% 26%
BOYS IN CAR
45%
5%
SMARTPHONE TABLET
3%
© MWW GROUP, ALL RIGHTS RESERVED
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SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS
TYPES OF VIDEO CONSUMED ON SMARTPHONES/TABLETS People do not as frequently watch TV shows/movies on their smartphone compared to tablets. Respondents mostly watch YouTube on smartphone devices. As a result, respondents usually do not pay for the video content watched on their smartphone. In contrast, respondents frequently rent and buy TV shows/movies to watch on their tablet.
NEVER
ONCE OR TWICE
SMARTPHONE
TABLET
SMARTPHONE
TV SHOWS
28%
14%
32%
30%
MOVIES
37%
18%
30%
25%
3% 31%
4% 28%
14% 23%
10% 23%
YOUTUBE OTHER VIDEO CONTENT
3 TO 5 TIMES
TABLET
6 TO 10 TIMES
SMARTPHONE
TABLET
SMARTPHONE
TABLET
TV SHOWS
18%
19%
11%
16%
MOVIES
15%
25%
9%
14%
20% 20%
15% 19%
24% 12%
26% 13%
YOUTUBE OTHER VIDEO CONTENT
MORE THEN 10X TV SHOWS MOVIES YOUTUBE OTHER VIDEO CONTENT
© MWW GROUP, ALL RIGHTS RESERVED
SMARTPHONE
TABLET
11%
22%
9%
18%
39% 14%
46% 17%
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SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS
SMARTPHONE/TABLET USAGE BY FAMILIES Parents are regularly having their children watch video on tablets and smartphones. This may be a key entry point to communicating new video related offerings to parents (for their own usage). Nearly half of the respondents had children. Sixty percent of parents who watch video on their smartphone have downloaded content for their children to watch, most saying they do so “sometimes.” Nearly 3 out of 4 parents who watch on their tablets have downloaded video for their children, and over half say they do so “frequently” or “very frequently.”
HAVE YOU EVER DOWNLOADED VIDEO ON YOUR SMARTPHONE OR TABLET FOR YOUR CHILD TO WATCH?
SMART PHONE
TABLET
YES
61
73
NO
39
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HOW FREQUENTLY DO YOU DOWNLOAD VIDEO FOR YOUR CHILD TO WATCH ON YOUR SMARTPHONE/TABLET?
SMART PHONE
TABLET
Very Frequently
Frequently
Very Frequently
Frequently
Sometimes
Not Frequently
Sometimes
Not Frequently
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© MWW GROUP, ALL RIGHTS RESERVED
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FOR MORE INFORMATION, PLEASE CONTACT: Molly Mulloy
Executive Vice President, General Manager, San Francisco 415.464.6423 | mmulloy@mww.com
MWW
304 Park Avenue South, 8th Floor New York, NY 10010 212.704.9727 | mww.com MWW.com
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