D'après une étude récente de Google, le phénomène du multiécran touche de plus en plus de Canadiens. En effet, ils sont nombreux à déclarer utiliser un dispositif comme le téléphone intelligent, la tablette ou un PC pendant qu'ils regardent la télévision. Selon Google, le multiécran est dorénavant ancré dans les habitudes des Canadiens et les marketeurs peuvent optimiser leurs performances par une juste compréhension de l'impact de ce phénomène. Ce n'est pas pour rien que Twitter a ouvert récemment un bureau au Canada spécialement dédié à la social TV.

1. The
New
Mul*-­‐Screen
World
in
Canada:
Understanding
Cross-­‐Pla1orm
Consumer
Behaviour
November
2013

2. Execu*ve
summary
Mul*screen
behavior
among
Smartphone
users
is
pervasive
and
with
the
expected
rapid
growth
in
penetraBon
of
Smartphones
&
Tablets,
mulB-­‐screening
is
only
going
to
grow
1
The
device
we
choose
is
oHen
driven
by
context,
but
there
are
consistent
use
cases
across
devices
that
relate
in
parBcular
to
CommunicaBons
and
Search
3
2
2
4
Among
Smartphone
users,
most
media
Bme
today
is
screen
based
–
Computer,
Smartphone,
Tablet
or
TV
Simultaneous
device
use
can
enhance
the
TV
viewing
experience,
but
can
also
be
a
distrac*on.
TV
itself
is
losing
its
ability
to
command
our
full
aLenBon

3. Execu*ve
summary
5
Communica*ons,
Search
and
Mul*media
are
the
top
3
mulB-­‐
screening
simultaneous
acBviBes
among
Smartphone
users
7
9
3
For
many
Smartphone
users,
mulB-­‐
screening
makes
them
feel
efficient
because
they
can
act
spontaneously
and
achieve
a
sense
of
accomplishment
–
this
results
in
a
feeling
of
“found
*me”
6
Most
simultaneous
device
use
involves
mul*-­‐tasking,
with
most
acBviBes
being
spontaneous
or
unplanned
8
Smartphones
play
a
criBcal
role
in
the
path
to
purchase
process.
They
are
used
for
product
reviews,
store
locaBon
informaBon,
inventory
checks
and
purchases.
Portable
screens
allow
us
to
move
easily
from
one
device
to
another
to
achieve
a
task.
In
some
cases,
Smartphone
users
will
begin
researching
on
their
Smartphone
and
con*nue
the
shopping
process
or
even
make
a
purchase
on
a
different
device

4. Agenda
1
2
3
4
5
6
3
The
new
mulB-­‐screen
world
PuVng
our
devices
in
context
MulB-­‐screening:
Simultaneous
usage
Simultaneous
MulB-­‐screening:
Impact
on
television
SequenBal
MulB-­‐screening:
Shopping
ImplicaBons
of
MulB-­‐screening
behaviour
No
“silver
bullet”
measurement
system
yet
4

5. Smartphone
Penetra*on
Across
Canada
44%
ATLANTIC
ONTARIO
NATIONAL
42%
WEST
50%
53%
QUEBEC
55%
Source:
Ipsos
Mobil-­‐ology
l
August
2013,
Among
Online
Adults,
Ipsos
iSay
Panel
l
NaBonal
n=28,000
/
West
n=8.500
/
Ontario
n=11,000
/
Quebec
n=6,300
/
AtlanBc
n=2,200

6. Virtually
every
Smartphone
user
also
uses
a
PC
99%
100%
39%
Tablet
Computer
88%
Smartphone
6
Base:
All
Respondents
(n=2058)
Which,
if
any,
of
the
following
devices
do
you
use?
Television

7. The
new
mul*-­‐screen
world
7

8. Majority
of
our
daily
media
interac*ons
are
screen
based
86%
Smartphone
Computers
Tablet
Television
of
all
device/pla1orm
interacBons
are
screen
based*
On
average
we
spend
15
14%
Radio
Newspaper
Magazine
of
all
media
interacBons
are
non-­‐screen
based
7.1
hours
of
our
leisure
Bme
in
front
of
these
4
screens
each
day
*
Also
includes
MP3
Players,
eReaders
&
Gaming
Consoles
8
Base:
All
Device
InteracBons
–
Computer
(n=2033);
Smartphone
(n=2058);
Tablet
(n=772);
TV
(n=1763)
Q2.
If
you
were
to
esBmate,
in
a
typical
day
(weekday
or
weekend),
how
much
Bme
do
you
spend
using
each
of
the
following
types
of
devices
and
media
pla1orms
for
personal
(non-­‐work
related)
acBviBes?

9. Our
*me
online
(outside
of
email)
is
spread
between
4
primary
media
devices
Avg.
*me
spent
per
day
(among
those
who
use
device)
105
57
52
Minutes
138
Minutes
Minutes
Computer
(99%)
Smart
TV
(19%)
Minutes
Smartphone
(100%)
Tablet
(39%)
9
Base:
Among
those
who
have
used
devices
to
go
online
for
personal
Computer
(n=2017);
Smartphone
(n=2058);
Tablet
(n=719);
Smart
TV
(n=264).
Q3.
And
again,
if
you
were
to
esBmate,
in
a
typical
day,
how
much
Bme
do
you
spend
using
each
of
the
following
types
of
devices
to
go
online
for
reasons
other
than
reading
or
sending
email?
Please
consider
this
only
for
personal
(non-­‐work
related)
use.

10. PuYng
our
devices
in
context
10

11. Computers
keep
us
connected
&
produc*ve
80%
Communica)ng
67%
Searching
61%
Social
Networking
52%
Media
(not
watching)
11
50%
Personal
Affairs
38%
Reading
32%
Watching
20%
Shopping
190
Minutes
spent
using
a
PC
in
average
day
32%
Out
of
home
68%
At
home
Base:
Computer
users
for
personal
acBviBes
(n=2033)
Q6.
How
oHen
do
you
perform
each
of
the
following
acBviBes
in
a
typical
week
on
your
Computer,
for
personal
(non-­‐work
related)
acBviBes?
Base:
Use
Computer
for
personal
acBviBes
(n=2033)
Q2.
If
you
were
to
esBmate,
in
a
typical
day
(weekday
or
weekend),
how
much
Bme
do
you
spend
using
each
of
the
following
types
of
devices
and
media
pla1orms
for
personal
(non-­‐work
related)
acBviBes?
/
Base:
Use
Computer
for
personal
acBviBes
and
spend
1
minute
or
more
using
device
on
a
typical
day
(n=2017).
Q4.
And
typically,
where
are
you
when
you
use
each
of
these
types
of
devices?

12. Smartphones
keep
us
connected
&
entertained
84% Communica)ng
55% Media
(not
watching)
47%
40%
32%
22%
15%
10%
12
Social
Net.
Searching
Personal
Affairs
Reading
Watching
96
Minutes
spent
using
a
Smartphone
in
average
day
56%
Out
of
home
44%
At
home
Shopping
Base:
Computer
users
for
personal
acBviBes
(n=2058)
Q5.
How
oHen
do
you
perform
each
of
the
following
acBviBes
in
a
typical
week
on
your
Smartphone
,
for
personal
(non-­‐work
related)
acBviBes?
Base:
Use
Smartphone
for
personal
acBviBes
(n=2058)
Q2.
If
you
were
to
esBmate,
in
a
typical
day
(weekday
or
weekend),
how
much
Bme
do
you
spend
using
each
of
the
following
types
of
devices
and
media
pla1orms
for
personal
(non-­‐work
related)
acBviBes?
/
Base:
Use
Smartphone
for
personal
acBviBes
and
spend
1
minute
or
more
using
device
on
a
typical
day
(n=2058).
Q4.
And
typically,
where
are
you
when
you
use
each
of
these
types
of
devices?

13. Tablets
are
the
ul*mate
mul*-­‐purpose
device
44% Media
(not
watching)
43%
43%
38%
26%
21%
21%
13%
13
Communica)ng
Searching
Social
Net.
Reading
Watching
Personal
Affairs
76
Minutes
spent
using
a
Tablet
in
average
day
26%
Out
of
home
74%
At
home
Shopping
Base:
Computer
users
for
personal
acBviBes
(n=772)
Q7.
How
oHen
do
you
perform
each
of
the
following
acBviBes
in
a
typical
week
on
your
Tablet,
for
personal
(non-­‐work
related)
acBviBes?
Base:
Use
Tablet
for
personal
acBviBes
(n=772)
Q2.
If
you
were
to
esBmate,
in
a
typical
day
(weekday
or
weekend),
how
much
Bme
do
you
spend
using
each
of
the
following
types
of
devices
and
media
pla1orms
for
personal
(non-­‐work
related)
acBviBes?
/
Base:
Used
Computer
for
personal
acBviBes
and
spend
1
minute
or
more
using
device
on
a
typical
day
(n=719).
Q4.
And
typically,
where
are
you
when
you
use
each
of
these
types
of
devices?

14. Mul*-­‐screening:
Simultaneous
usage
14

15. There
are
two
modes
of
mul*-­‐screening
Simultaneous
Usage
Using
more
than
one
device
at
the
same
Bme
for
either
a
related
or
an
unrelated
acBvity
MulB-­‐tasking
-­‐
Unrelated
acBvity
Sequen*al
Usage
Moving
from
one
device
to
another
at
different
Bmes
to
accomplish
a
task
15
Complementary
Usage
-­‐
Related
acBvity

16. Simultaneous
Ac*vity
has
become
a
natural
occurrence
among
Smartphone
users
87
ParBcipate
in
some
form
of
simultaneous
device
use
at
least
once
a
week
91%
among
18-­‐34
years
old
<$55K
6.3
hrs/wk
12
%
9
5.0
(vs
4.5
$55K+)
3
35-­‐54
5.4
hrs/wk
(vs
4.7
<35yrs
&
4.6
>55yrs+)
hours/week
6
Female
5.2
hrs/wk
(vs
4.0
Male)
Results
based
on
most
frequent
device
pairings
16
Base:
All
respondents
(n=2058)
/
Base:
Respondents
that
use
at
least
two
devices
at
the
same
Bme
(from
a
pool
of
the
4
devices
–
Smartphone,
Tablet,
Computer
or
TV)
(n=1797):
Q10.
And
if
you
were
to
esBmate,
how
much
Bme
in
a
typical
week
would
you
spend
using
a...
at
the
same
Bme?

17. TVs
are
the
common
device
among
the
most
popular
simultaneous
device
pairings
Tablet
Smartphone
Computer
Tablet
Television
58%
45%
61%
Smartphone
37%
Computer
55%
Television
65%
Results
based
on
most
frequent
device
pairings
17
Base:
Own
both
devices
within
pair
:
Tablet/Computer
(n=758);
Tablet/Smartphone
(n=772);
TV/Computer
(n=1744);
TV/Tablet
(n=676);
Smartphone/Computer
(n=2033);
Smartphone/TV
(n=1763);
Q9.
And
in
a
typical
week,
how
oHen
do
you
use
each
of
the
following
combinaBons
of
devices
at
the
same
Bme?

18. Most
source
ac*vi*es
lead
to
search
on
the
2nd
device
39%
MulBmedia
41%
CommunicaBng
59%
Searching/Browsing
2nd
Device
AcBvity:
Searching/
Browsing
45%
55%
Reading
Social
Networking
47%
52%
Personal
Affairs
53%
Shopping
Watching
18
Base:
Use
at
least
two
devices
at
the
same
Bme
(n=1797)
Q16.
Typically,
what
acBviBes
are
you
doing
on
your
…
that
spur
you
to
use
your
….?
Q17.
And
typically,
what
acBviBes
do
you
conBnue
or
follow
up
on
your
…
when
you
use
your
….
at
the
same
Bme?

19. And
one-­‐quarter
of
simultaneous
device
ac*vi*es
have
a
local
orienta*on
25%
19
Base:
Use
at
least
two
devices
at
the
same
Bme
(n=1797)
Q11.
When
you
use
a...
at
the
same
Bme,
what
percentage
of
your
acBviBes
relate
to
your
local
area?

20. Simultaneous
Mul*-­‐
screening:
Impact
on
television
20

21. frequency
of
simultaneously
using
a
TV
with
another
device
TV
viewing
is
becoming
increasingly
distracted
21
MulBple
Bmes
a
day
17%
Once
a
day
Few
Bmes
a
week
Once
a
week
5%
Less
oHen
Never
30%
When
I
watch
TV,
I
always
have
my
Smartphone,
Tablet
or
PC
41%
I
never
feel
bored
watching
TV,
I
pass
the
Ame
using
another
device
25%
67%
51%
I’ll
watch
shows
&
movies
on
any
device
15%
Once
a
week
or
more
9%
24%
Base:
TV/Smart
TV
Users
(2033).
Q8.
In
a
typical
week,
how
oHen
do
you
use
the
following
devices
with
at
least
one
other
device
at
the
same
Bme?
Base:
All
Respondents
(2058)
Q22.
What
follows
are
a
series
of
statements
people
have
made
about
using
devices
available
in
the
market
today.
Please
indicate
the
extent
to
which
you
agree
or
disagree
with
each.

22. TV
viewing
is
becoming
increasingly
distracted
Related
9%
Unrelated
18%
72%
Television
22
17%
19%
Equal
20%
22%
61%
61%
Computer
Smartphone
24%
22%
54%
Tablet
Base:
Use
Computer/TV/Smartphone/Tablet
with
another
device,
Computer
(n=1121),
TV
(n=936),
Tablet
(n=423)
&
SP
(n=1114)
Q13.
When
you
are
using
a
...
at
the
same
Bme
are
the
acBviBes
you
are
engaged
with
on
each
device
typically
related
or
unrelated?

23. Sequen*al
Mul*-­‐
screening:
Shopping
23

24. Mul*-­‐screening
is
becoming
more
common
place
within
the
shopping
cycle
39%
37%
of
us
on
a
weekly
basis
will
start
shopping
on
one
device
and
conBnue
on
another
24
Base:
All
Respondents
who
shopped
or
research
something
to
purchase
on
a
Computer,
Smartphone
or
Tablet
(n=1955).
Q19.
And
now
thinking
about
when
you
are
shopping/researching
something
you
might
buy,
how
oHen
in
a
typical
week
would
you
use
the
following
devices
at
the
same
Bme
to
perform
that
acBvity?

25. Consumers
take
a
mul*-­‐device
path
to
purchase
(in
order
to
truly
measure
the
effec*veness
of
a
digital
campaign,
tracking
cross
device
behaviour
is
impera*ve)
And
end
their
path
to
purchase
on…
81%
14%
31%
Another
Device
In-­‐store
58%
Start
on
a
Tablet
29%
31%
Another
Device
In-­‐store
43%
25
Start
on
a
Computer
Start
on
a
Smartphone
40%
37%
Another
Device
In-­‐store
Base:
Use
Device,
Computer
(n=2033);
Tablet
(n=772);
Smartphone
(n=2058)
/
Use
Computer/Smartphone/Tablet
with
another
device
&
shop
on
at
least
one
of
the
devices,
Computer
(n=1649);
Tablet
(n=447)
;
Smartphone
(n=892)
Q21.
Changing
gears,
thinking
about
when
you
are
shopping/researching
something
you
might
buy,
how
oHen
in
a
typical
week
would
you
start,
and
then
conBnue
or
finish
(by
making
a
purchase
or
visiBng
a
store)
in
any
of
the
following
ways?

26. Smartphones
play
an
important
role
within
the
path
to
purchase
process
58%
Review
Product
Info
68%
LocaBon
62%
26
Typically
use
their
Smartphone
in
some
manner
while
shopping
Purchases
28%
Store
Info/Inventory
PromoBon/Coupon
37%
33%
Base:
Smartphone
users
(All
Respondents)
(n=2058)
&
Base:
Among
Smartphone
Users
who
use
their
phone
while
shopping
(n=1189
–
weighted
base)
Q24.
Generally
speaking,
how
do
you
typically
use
your
Smartphone
when
shopping?

27. 58% 52% 39%
Typically
use
their
Smartphone
in
some
manner
while
shopping
Use
their
Smartphone
in
a
store
while
shopping
57%
17%
Same
store
where
originally
used
SP
23%
27
Smartphones
are
a
great
way
to
shop
Different
store
23%
Made
a
purchase
the
last
Bme
they
used
their
Smartphone
in
a
store
while
shopping
locaBon
of
purchase
And
within
this
context,
they
are
facilita*ng
purchases
26%
On
a
device
I
feel
comfortable
using
my
smartphone
to
make
a
purchase
Base:
Smartphone
Users
(All
Respondents)
(n=2058)
Q24.
Generally
speaking,
how
do
you
typically
use
your
Smartphone
when
shopping?
/
Base:
Smartphone
Users
(All
Respondents)
(n=2058)
Q25.
How
oHen
would
you
use
your
Smartphone
while
in
a
store
to
help
with
your
shopping?
/
Base:
Smartphone
Users
(All
Respondents)
(n=2058)
&
Base:
Smartphone
Users
who
use
their
Smartphone
in
a
store
while
shopping
(n=820,
weighted
base)
Q26.
Thinking
about
the
last
Bme
you
used
your
Smartphone
in
a
store
to
help
with
your
shopping,
where,
if
at
all,
did
you
make
your
final
purchase?
/
Base:
Smartphone
Users
(All
Respondents)
(n=2058)
Q22.
What
follows
are
a
series
of
statements
people
have
made
about
using
devices
available
in
the
market
today.
Please
indicate
the
extent
to
which
you
agree
or
disagree
with
each.

28. Mobile
adver*sing
plays
a
role
propelling
the
Smartphone
based
purchase
cycle
Steps
taken
as
a
result
of
seeing
mobile
ad
24%
Looked
for
more
info
AD
22%
Made
a
purchase
21%
Visited
Website/
Store
42%
Recall
seeing
a
mobile
ad
within
the
past
month
13%
Called
the
adver*ser/store
28
Base:
Among
Smartphone
Users.(n=2058)
Q27.
Which
of
the
following
types
of
mobile
adverBsing
do
you
recall
seeing
on
your
Smartphone
in
the
past
month?
/
Base:
Respondents
that
recall
mobile
adverBsing
on
a
Smartphone
(n=867)
Q29.
How
oHen
have
you
taken
each
of
the
following
acBons
as
a
result
of
seeing
a
mobile
ad
of
any
type
on
your
Smartphone?

29. Situa*onally
relevant
gadver*sing
haolds
more
aappeal
(Some
forms
of
mobile
adver*sing
that
enerate
the
highest
appeal
re
also
the
least
recalled
ds)
Recall
seeing
form
of
mobile
ad
29
22%
16%
In
App
Find
form
of
adverBsing
appealing
53%
Video
Ad
Ads
based
on
loca*on
14%
30%
42%
Base:
Smartphone
users
that
recall
mobile
adverBsing
(n=867,
weighted
base)
Q27.
Which
of
the
following
types
of
mobile
adverBsing
do
you
recall
seeing
on
your
Smartphone
in
the
past
month?
/
Base
:
Smartphone
users
that
recall
each
type
of
adverBsing
,
In
App
(n=437);
Video
Ad
(n=200);
LocaBon
(n=124)
Q28.
What
follows
is
a
list
of
different
types
of
mobile
adverBsing
you
have
seen
on
your
Smartphone.
Please
rate
each
on
the
following
on
a
7-­‐point
scale
where
7
means
you
found
the
mobile
adverBsing
to
be
very
appealing,
and
1
means
you
found
it
not
at
all
appealing

30. PresentaBon
posted
to:
hLp://www.google.ca/think/
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