Measuring Multi-screening Around the World
See how people split their attention between TV and mobile, and what that means for marketers looking to reach them across screens and regions.
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CONTENTS
People are multitaskers and multi-screeners. In fact, 94% of people in the U.S. studied kept their smartphones nearby while watching TV.1 But how much time do TV viewers spend looking at their smaller screens, and which apps command their attention?
To find out, Facebook IQ commissioned an in-home eye- and device-tracking study involving Facebook users in six countries (Brazil, France, Germany, Indonesia, the United Kingdom and the United States). The research revealed that during an evening in front of the TV, people also looked at their smartphones 31% of the time, and most often, they were looking at a social app. In fact, on average more than half (55%) of participants’ mobile time was devoted to Facebook, Instagram, WhatsApp and Messenger.
Multiple studies have shown that people associate TV and mobile with complementary experiences: relaxation and connection.2 We also know that live TV content—whether it’s a political debate, a reality TV show, a royal wedding or a football match—may be more enjoyable when discussed in real time with fellow fans.
Where do TV viewers focus attention?
Once we understood how TV viewers divided their attention between screens in general during a TV session, we went a step further, analyzing the data to see where TV viewers focused their attention during non-ad TV programming and TV ads specifically. We found that during TV shows, TV viewers paid attention to mobile 28% of the time, and during TV ads, they paid attention to mobile more than half the time.
This video reveals the view through one participant’s glasses. The red dot shows where his attention was focused. On the right, we see his mobile screen.
The study also revealed that younger participants were more likely than older participants to multi-screen during TV ads. Participants ages 18–24 looked at their smartphones 60% of the time during TV ads, and people ages 45 and over did so 41% of the time. This might be because many who have grown up with mobile check it more reflexively. During viewing of non-ad TV programming, there was no statistically significant difference between generations.
When ads come on, people reach for mobile
Average % of visual attention devoted to TV and mobile during TV ad breaks
When ads come on, people in Brazil reach for mobile
Average % of visual attention devoted to TV and mobile during TV ad breaks
When ads come on, people in France reach for mobile
Average % of visual attention devoted to TV and mobile during TV ad breaks
When ads come on, people in Germany reach for mobile
Average % of visual attention devoted to TV and mobile during TV ad breaks
When ads come on, people in Indonesia reach for mobile
Average % of visual attention devoted to TV and mobile during TV ad breaks
When ads come on, people in the United Kingdom reach for mobile
Average % of visual attention devoted to TV and mobile during TV ad breaks
When ads come on, people in the United States reach for mobile
Average % of visual attention devoted to TV and mobile during TV ad breaks
What are TV viewers looking at on mobile?
On average, when participants diverted their attention from TV to look at their smartphones, the top two app categories were social and messaging apps. People in Indonesia used social apps the most, and people in Brazil spent more time on messaging than people in any other country studied. Among participants, those in the United Kingdom checked news apps more than those in other countries, and in France, people played mobile games more than anywhere else.
Top mobile app categories viewed while watching TV
Ranked by time spent
Top mobile app categories viewed while watching TV in Brazil
Ranked by time spent
Top mobile app categories viewed while watching TV in France
Ranked by time spent
Top mobile app categories viewed while watching TV in Germany
Ranked by time spent
Top mobile app categories viewed while watching TV in Indonesia
Ranked by time spent
Top mobile app categories viewed while watching TV in the United Kingdom
Ranked by time spent
Top mobile app categories viewed while watching TV in the United States
Ranked by time spent
Where does Facebook fit in?
TV viewers often turn to the Facebook family of apps. During our study, 55% of smartphone time was spent on Facebook-owned apps—Facebook, Instagram, WhatsApp and Messenger. And Facebook and Instagram were among the top five apps used by participants in every country studied.
Top mobile apps viewed while watching TV
Ranked by time spent
Top mobile apps viewed while watching TV in Brazil
Ranked by time spent
Top mobile apps viewed while watching TV in France
Ranked by time spent
Top mobile apps viewed while watching TV in Germany
Ranked by time spent
Top mobile apps viewed while watching TV in Indonesia
Ranked by time spent
Top mobile apps viewed while watching TV in the United Kingdom
Ranked by time spent
Top mobile apps viewed while watching TV in the United States
Ranked by time spent
What it means for marketers
Keep an eye on attention.
In today's “attention economy,” it's crucial to understand how your audience consumes different media, and to align your marketing plan accordingly. By 2019, it's predicted that people in the US will spend as much time on mobile as they do on TV each day,3 and our eye-tracking study shows that they often use the two devices together. This means that an effective marketing plan must include campaigns across both screens.
Use Facebook to reinforce your TV ads and extend your reach.
Our eye-tracking study showed that a significant portion of TV viewers’ mobile time was spent on Facebook-owned apps, and Facebook IQ studies show that marketers who complement their TV campaigns with Facebook can make their ad spend work harder. Learn more about how to use Facebook when planning video campaigns across screens and why a combined TV and Facebook strategy can generate better business results than TV alone.
Source unless otherwise specified: “Attention study” by eye square (Facebook-commissioned passive eye- and device-tracking study and survey of 763 self-reported Facebook users and TV viewers ages 18+ in BR, FR, DE, ID, the UK and the US), Jan 2018.
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