BOSTON – Jumptap, Inc., the leading unified audience platform, released a joint study with comScore, entitled Screen Jumping: Understanding Today’s Cross-Screen Consumer, which explores how demographics and content influence cross-screen behavior.
“Advertisers recognize that we now live in a multi-platform world, and understanding how different consumer segments engage with content across platforms throughout the day can help them optimize the effectiveness of their campaigns”
According to the study, two in three online adults are cross-screen consumers, accessing the Internet across both a PC and mobile device (smartphone and/or tablet). More than half of all time spent on the Internet is now through a mobile device – 12 percent on tablets and 39 percent on smartphones. Total U.S. adult Internet usage has nearly doubled in the past three years from 451 billion minutes in February 2010 to 890 billion minutes in February 2013. Mobile browsing and app usage has not, however, taken away from time online on PCs, which has increased 20 percent since 2010.
This custom study analyzes cross-screen behaviors and content consumption among four key demographic groups: 18-24 year olds, men aged 25-49, women aged 25-49, and people over the age of 50. The research finds that women aged 25-49 are the most likely to access the Internet on a mobile platform, (14 percent access through mobile devices only and 69 percent access through both mobile and PC). Furthermore, women 25-49, as well as 18-24 year olds, are the segments that spend the largest share of their Internet time on mobile devices (61 percent for women 25-49 across both tablet and mobile, and 59 percent for 18-24 year olds). The study shows that mobile advertising is now critical to reach these key demographic segments, as PC-only campaigns will miss mobile-only users. In contrast, half (51 percent) of people 50 or older are cross-platform consumers, and 41 percent of their Internet time is spent on mobile devices.
“Our Screen Jumping study reveals patterns about how different demographic groups approach device usage,” said Frank Weishaupt, Chief Operating Officer at Jumptap. “As advertisers approach the digital consumer, it’s more important than ever to take into consideration device fragmentation patterns. Our investment in this research is to better equip the advertiser to understand not only ‘who’ to target, but ‘where’ and ‘why’.”
The study also reveals that cross-screen behavior varies dramatically by the type of content consumed. Seventy-seven percent of online time spent with Streaming Music content is done on so on a smartphone. Other top smartphone content types include Weather (55 percent) and Games (48 percent). In contrast, 68 percent of time spent with Business and Finance content is still on a PC. Other top PC content types include Sports (62 percent) and Food (56 percent).
There is also large variation in cross-screen usage by content area by day-parts. Visits to Weather content, in particular, vary significantly by device and time of day. Visits on tablets peak in the early morning (5am-7am) and during prime time (8pm-12am), while visits on PCs remain high during morning and daytime hours, but drop significantly in the early evening (5pm-8pm). Visits to gaming content, on the other hand, gradually increase across all devices from early morning to early evening, then drop off during prime time.
“Advertisers recognize that we now live in a multi-platform world, and understanding how different consumer segments engage with content across platforms throughout the day can help them optimize the effectiveness of their campaigns,” said Antoinette Marty, Senior Director, Marketing Solutions at comScore. “With usage shifting so quickly to mobile, the need to understand multi-platform audience dynamics will only accelerate.”
For infographic on these findings, click here: http://www.jumptap.com/wp-content/uploads/2013/09/Jumptap_ScreenJumping_Infographic.jpg.
The study uses data sourced from comScore’s audience analytics products, including Media Metrix, Media Metrix Multi-Platform, and Mobile Metrix. Powering these products is comScore’s Unified Digital Measurement™ methodology, which combines person-level measurement from the 2 million person comScore global panel with census informed tonnage of consumption that accounts for 100 percent of a media property’s audience. Using this methodology, Media Metrix and Mobile Metrix deliver detailed data on the PC and mobile (smartphone and tablet) universes, respectively. In addition, Media Metrix Multi-Platform provides the industry’s first comprehensive view of digital consumer behavior across desktop computers, smartphones and tablets. comScore’s Device Essentials, which uses the census page tag information from the comScore network to report on total device traffic share, delivered the content category usage by day-part data.
About Jumptap, Inc.
Jumptap, Inc. is the leading unified audience platform, taking a programmatic and mobile-first approach to reaching audiences across screens. Jumptap reaches over 218 million mobile users in the U.S. and over 439 million mobile users worldwide. It has built an audience profile store with over 131 million unique, data-rich profiles, of which over 44 million can be reached across screens. Jumptap powers its audience-centric advertising through industry-first partnerships with more than 20 third-party data providers, and garners the highest yield for its 79,000 mobile sites and apps. Visit www.jumptap.com and www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery.