Eye square and Facebook were honored to present the joint multi-screen ethnography at the AUDIENCExSCIENCE 2019 conference by the US Advertising Research Foundation (ARF) on the 16th of April. The study was presented by Susann Szukalski (Senior Research Consultant, eye square) and Stephen Gray (Consumer Researcher, Facebook).
How do people all over the world watch television today? How do they distribute their attention between television and smartphone? Which apps are used in parallel while watching TV?
Facebook has conducted the most comprehensive global multi-screen eye tracking ethnography ever with eye square (Germany, France, England, USA, Brazil, Indonesia).
eye square visited 544 households of 763 Facebook users aged 18+ who were watching TV in different constellations (alone, with a partner, friend or child) and were able to use their smartphones at the same time.
For the measurement, eye square used a unique, mobile combination of HD eye tracking, content recording and coding.
Not only attention windows on the different devices were determined, but also which content could be seen on which screen.
While content runs on TV, viewers look 28% of the time at their smartphones.During TV ad breaks, the smartphone becomes the most important pastime (55% of the time spent on the small screen).Multi-screening in ad breaks is even more common in Brazil and Indonesia than in Western Europe and the USA.In all countries social media is the most important app category used on smartphones – apps from the Facebook family occupy 3 of the 5 top places of the most used multiscreen apps globally.
“Media use is changing constantly and globally in completely different ways. In Asian markets, brand communication is carried out in different forms than in Europe and users have different habits to respond to this communication,” says Dr. Matthias Rothensee, Research Director at eye square. “But current and statistically reliable data is also important for national advertisers to understand where their buyers are today and to stay in touch with them. Our study provides valuable insights into how users compose their media mix today and what marketers can learn from it.”