* 96.3 percent of the sample indulged in concurrent media usage 30.7 percent of the media day;
* The average person spends about nine hours a day using some type of media;
* 39 percent of the day was spent with media while involved in some other activity;
* 30 percent of all media time is spent exposed to more than one medium at a time;
* Levels of concurrent media exposure were higher among those 40 to 65 than people 18 to 39;
* Women spend more time multitasking with two or more types of media than men (we all knew that!);
The other significant research I’m aware of is the research into simultaneous media usage. Some findings were published in the paper ‘Simultaneous media usage: A critical consumer orientation to media planning‘ in Journal of Consumer Behaviour. The study looked at 12,322 respondents, ‘sampled via an online network’ and was published in 2004. A very cheerful American presenter will explain the BigResearch survey here. This survey is interesting because it delves further into the media combinations.
* 70% of consumers, at one time or another, use media simultaneously;
* Going online top simultaneous medium for radio listeners;
* Newspapers best companion for television watchers;
* When listening to radio 57.3% simultaneously go online, 46.9% read newspaper and 17.7% watch TV;
* Newspapers are a TV watcherÂ’s best friend;
* For those online whilst watching TV: they prefer documentaries on the background;
* Movies are the preferred programming for people who read newspapers and also watching TV (64.3%) followed by police detective shows (56%) and situation comedies (51.5%.);
* 52.4% of newspaper readers say they watch TV and 49.6% say they listen to the radio when reading the newspaper;
* More women (52.4%) than men (49.6%) prefer reading the newspaper and listening to the radio simultaneously;
* When online, 61.8% say they also watch TV, 52.1% listen to the radio and 20.2% are reading the newspaper.
What the report also stated was that the 18-34 year old television viewer was down 8.8% and 25-34 year olds were down 12.2%. ‘What are they doing instead of watching TV while online? They are playing video games.’ Now, the news that this age-group were playing video games is no news, but I’m wondering. In the context of CME/SIMM/MM, are video game players not multitasking?
In a Video Gaming Industry Benchmark Report on Emerging Markets, Spending, and Cross-Media Ownership for Interactive Entertainment conducted by Nielsen Entertainment (which still isn’t avialable) the question still isn’t answered. The report was conducted by a random digital dial frame (RDD) (is that a random phone call?) of over 1500 respondents during January and February 2005. The study looks at Gamer demographics; Penetration figures; Cross ownership; Purchase behavior along with rental and usage behavior; Purchase motivators; Attitudes towards next generation hardware. Although the cross ownership stats will be interesting, I’m hoping with will be coupled with information about usage behaviour and particularly tracking consumption within a franchise.
* There is a strong connection between DVD and game consumption to be exploited in marketing and cross-promotion;
* 40% of U.S. households own at least one of the following game systems for game play — PC, home console or handheld device.
* 23% of gamers own all three types of gaming devices — PC, console and handheld;
* Among those who own a gaming device, 89% own a console, 65% own a PC, 36% own
* Active gamers typically spend approximately 5.2 hours playing by themselves with a large proportion also being spent playing socially (3.07 hours per week with friends and family or online);
* Among females, the split between solo and social game play is even more equitable with younger females 13-17 tending to play more with friends or family (54% of the time) and women 25-34 playing almost as much socially as alone.
* Males and females 45 and older are markedly different, spending almost all their time (79%) playing alone.
Released on 27th Sept was an ‘in-depth study’ of 13-24 year olds in 11 countries: Truly, Madly, Deeply Engaged: Global Youth, Media and Technology. The report, by Yahoo!Inc. and OMDWorldwide, was qualitative and quantitative. The former had 16 focus groups and 15 in-home ethnographies in six countries (Chicago, Mexico City, London, Berlin, Seoul, and Shanghai) with participants representing teens, aged 15-18, and young adults, aged 20-22. The quantitative component was an online survey with over 5,334 respondents, aged 13-24 and was conducted in Julyand August this year. This generation, what they term the My Media Generation: who are ‘highly motivated by the need for community and self-expression’, ‘have developed an immense capacity to multitask’.
* Can fit up to 44 hours of activities in just one day;
* Ability to perform up to three tasks simultaneously, using multiple technologies;
* On average the global My Media Generation performs approximately three to four other tasks while surfing the Internet and approximately two to three other tasks while watching television;
* Traditional media are often pushed to “background” status in the “media-meshing” hierarchy;
* Turning to the Internet for content;
* TV serves as a mechanism for escape and entertainment…
RECAP ON TERMS
Simultaneous Media Usage: “multiple exposures to various media forms at a single point in time for the same media consumer” [source]
Concurrent Media Exposure: “exposure to content from multiple media simultaneously available through shared or shifting attention” [source]
Media Meshing: “is a behavioral phenomenon that occurs when people begin an experience in one medium, such as watching television, then shift to another, such as surfing the Internet, and maybe even a third, such as listening to music. The explanation for this behavior is the constant search for complementary information, different perspectives, and even emotional fulfillment.” [source]
Don’t let me let you astray you though. Cross-media storytelling isn’t just about using more than one media at once, and it isn’t just about media convergence (rebroadcasting the same content over multiple media). Cross-media storytellers recognise that messages are delivered in many forms, and can combine them in symphonic experiences: sometimes in stereo and sometimes one after another. Gary gives more info and an experienced analysis at his blog too.