MESSAGING: SMARTPHONE VS.

TABLETBASED VIDEO VIEWING

AN MWW RESEARCH REPORT SUMMER 2012

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 theyve 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.
2012 MWW GROUP, ALL RIGHTS RESERVED | RESEARCH PAPER | WINTER 2012

SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS

The purpose of the research was as follows:

Overall, 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 Determine the optimal context, situations, activities and words to associate with long-form video on smartphone and tablet devices Use these findings to deliver the right message at the right time with the right associations in order to increase message relevance 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. IMPLICATIONS Direction for creative execution should differentiate on these two types of feelings on each device.

WHAT IS ASSOCIATED (WORDS AND IMAGES) WITH WATCHING VIDEO

WATCHING VIDEO ON A TABLET
0.0 0.1 0.2 0.3 0.4 0.5
0.0

WATCHING VIDEO ON A SMARTPHONE

0.1 0.2 0.3 0.4 0.5

RELAX WAIT TRAVEL TIME HOME RELAXATION HOTEL PLACE WATCH BED

WAIT TIME BORE RELAX KILL WATCH TRAVEL WORK PASS LONG

2012 MWW GROUP, ALL RIGHTS RESERVED | RESEARCH PAPER | WINTER 2012

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.
AIRPLANE BED HAMMOCK WAITING ROOM BOYS IN CAR COUCH TRAIN STATION PARK BENCH LINE COFFEE HOUSE CUBICLE BUS STOP RESTROOM MALL SCHOOL BUS LECTURE HALL 3% 6% 6% 6% 5% 10% 9% 9% 13% 14% 14% 15% 18% 22% 18% 25% 23% 20% 24% 31% 33% 45% 38% 34% 26% 28% 29% 20%

SMARTPHONE TABLET
2012 MWW GROUP, ALL RIGHTS RESERVED | RESEARCH PAPER | WINTER 2012

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
SMARTPHONE TV SHOWS MOVIES YOUTUBE OTHER VIDEO CONTENT TABLET

ONCE OR TWICE
SMARTPHONE TABLET

28% 37% 3% 31%

14% 18% 4% 28%

32% 30% 14% 23%

30% 25% 10% 23%

3 TO 5 TIMES
SMARTPHONE TV SHOWS MOVIES YOUTUBE OTHER VIDEO CONTENT TABLET

6 TO 10 TIMES
SMARTPHONE TABLET

18% 15% 20% 20%

19% 25% 15% 19%

11% 9% 24% 12%

16% 14% 26% 13%

MORE THEN 10X

SMARTPHONE TV SHOWS MOVIES YOUTUBE OTHER VIDEO CONTENT TABLET

11% 9% 39% 14%

22% 18% 46% 17%

5

2012 MWW GROUP, ALL RIGHTS RESERVED | RESEARCH PAPER | WINTER 2012

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

YES NO
SMART PHONE Very Frequently

61

73 27
TABLET Very Frequently

TABLET

39

HOW FREQUENTLY DO YOU DOWNLOAD VIDEO FOR YOUR CHILD TO WATCH ON YOUR SMARTPHONE/TABLET?

15 32
Sometimes

Frequently

20 33 39 7

Frequently

44 9

Not Frequently

Sometimes

Not Frequently

2012 MWW GROUP, ALL RIGHTS RESERVED | RESEARCH PAPER | WINTER 2012

SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS

CONTACT Ephraim Cohen

Executive Vice President, Technology 212.827.3745 | ecohen@mww.com 304 Park Avenue South, 8th Floor New York, NY 10010

Eric Villines

Senior Vice President, General Manager, Deputy Head Technology 415.395.5900 | evillines@mww.com 50 California Street, Suite 1500 San Francisco, CA 94111 EAST RUTHERFORD I CHICAGO I DALLAS I LONDON I LOS ANGELES I NEW YORK SAN FRANCISCO I SEATTLE I TRENTON I WASHINGTON D.C.
2012 MWW GROUP, ALL RIGHTS RESERVED | RESEARCH PAPER | WINTER 2012