What lies beneath the multiple screens by Raymond Lo, #AMSRS


  

  • People still watch a lot of TV, 22 hours a week, 79% of australians will second screen while watching tv
  • what are the motivatioal links between the 1st and 2nd screen, how can we monetize that
  • difficult to capture accurately, ethnography approach may influence behaviours, activities differ by day of week
  • people downloaded an app for passive behaviour – websites visits and apps in the foreground
  • app doesn’t drain the battery, no app updates, people forgot the app was there and they forgot to delete the app
  • also did a diary study in half hour blocks, prompted them twice per day
  • grazing is a habit, filler activity, 80% of multiscreen behaviour is unrelated, driven by FOMO (fear of missing out) and FONK (fear of not knowing)
  • higher the engagement with the genre the more likely the multiscreen behavior is related
  • dramas, movies, sitcomes have the higest engagement, when people multiscreen its highly related
  • news and kids shows play in the background but multiscreening is generally unrelated
  • genre dictates a stay with me or look at me disruption strategy
  • multiscreen behaviour is best captured passively, grazing is unconscious and prolific making it difficult to record
%d bloggers like this: