Results from a joint study conducted by Razorfish and Yahoo! to better understand mobile and tablet TV multitasking.

1. Mobile (And Tablet)
TV Multitasking
1

2. This study was conducted as part of
the 2011 edition of the Razorfish
Outlook Report. The full report can be
accessed here:
razorfishoutlook.razorfish.com
To see our full POV including
implications and recommendations for
marketers, see this article:
http://razorfishoutlook.razorfish.com/art
icles/forgetmobile.aspx
2

3. Key players
Razorfish:
• Jeremy Lockhorn
VP, Emerging Media
@newmediageek
Yahoo!
• Ashmeed Ali • Jung-Uk Kim
Senior Manager, Strategic Insights Senior Manager, Data Insights
• Ira Amilhussin • Edwin Wong
Senior Manager, Strategic Insights Director, Strategic Insights
3

4. Introduction
4

5. Like most technologies, TV
is constantly evolving
5

6. People have been
digital multitasking in
front of the TV since
the first laptops…
6 Photo credit: Flickr user Robert Gaal

7. Today, devices like
these are taking the
multitasking
spotlight, with ever-
increasing capability
and relatively small
form factors
7

8. We’ve all known intuitively
and have seen data pointing
to this behavior. But few
studies have gone deep
enough to provide enough
detail about
what, exactly, people are
doing on their mobile/tablet
devices. Absent this
knowledge, it’s hard for
marketers to know what to
do about multitasking.
So we decided to find out.
8

9. METHODOLOGY | PHASE 1
WHO 3,000 mobile device owners
HOW 22-minute online survey with
WHEN July 2011
9

10. METHODOLOGY | PHASE 2
Measured U.S. user activity on Yahoo! Mobile
Sun, Feb 6 2010, 3-9 pm PST
Super Bowl Same time & day a week before and after
July 11, 2010, 10:30-1:30 pm PST
World Cup Same time & day a week before and after
Academy March 7, 2010, 5-8pm PST
Awards Same time & day a week before and after
* Mobile user activity measured with Yahoo! internal data. TV commercial data sourced from TNS.
10

11. Survey
Highlights
11

12. 12 Photo credit: M.Markus

13. 21% 59%
of respondents admit to are more responsible;
texting while driving they text in the car while
NOT driving
13

14. 52%
pretend to use their
mobile device
to avoid awkward
situations
14

15. 46% 24%
of men check sports occasionally fight with
content at least a few significant others
times per week about checking sports
content on their
phones
8% report
frequent fighting
15

16. Okay, seriously:
Mobile TV
multitasking
results
16

17. With 122M mobile Internet users....
80% 98
of respondents mobile TV multitaskers
million
are mobile
multitasking while
watching TV
SOURCE: Base used for projections based on ComScore MobileLens, June 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or application or SMS (except mobile to mobile)
17

18. Multitasking happens much more
frequently on laptops and mobile devices
I use the following to multitask when watching TV...
Everyday At least once a week
Laptop/Desktop 66% 18%
Tablet 46% 32%
Web-enabled phone 49% 21%
18

19. Multitasking is [slightly] more prevalent
among younger and male audiences
I use my mobile to multi-task when watching TV
59%
55%
49% 49%
42%
37% Male
Female
Overall 18-34 35+
Q: How often do you use any of the following devices while watching TV at home? Base: Own Device (Floating Bases)
19

20. Half mobile multitask while
watching TV daily
I mobile multi-task while watching TV (Frequency)
21%
At least once
a week
It‟s addictive.
Everyday
49% Almost half multitask daily.
20

21. With a majority checking their mobile
devices at least once per show
I mobile multi-task while watching TV (Program Duration)
Less than once per show
39%
Once or twice 21%
More than twice 25% 60%+
For the full duration of the show 15%
21

22. It‟s both an enhancement
and a distraction
38
Each Agreed/strongly agreed
with these statements:
• Using the Internet on my mobile or
%
tablet device while watching TV
enhances my viewing experience
• I find using mobile devices while
watching TV to be distracting
22

23. What do they do?
I do the following...
2C's
94%
Are engaged with
60%
Are engaged with
some kind of some kind of
communication content
23

24. Connection & content are main drivers
What were you doing when mobile multi-tasking while watching TV?
Text 80%
CONNECT Talk 74%
94% Email
Social Networking 54%
61% Despite the
general
dominance of
IM 46% social
networks, more
direct forms of
communication
Not related to what I'm watching 44% are favored
CONTENT Related to what I'm watching 38%
60% Look up info on a commercial I just watched
Read news
36%
32%
There‟s a
shocking amount
of random web
Play online games 32% surfing
Do work or homework 24% happening.
24

25. Depending on device,
multitaskers engage differently
I use the following device to...
Engage in some kind of Engage with some kind of
COMMUNICATION CONTENT
91% 89%
94% 60%
73% 78%
25

26. Reality and news are tops
when it comes to multitasking
Top genres that trigger multitasking behavior, in rank order
Reality
News These top 5 categories
stand to benefit most from
Comedy
augmented second-screen
Sports experiences
Food
26

27. There are some not
entirely surprising gender differences
Top genres that trigger multitasking behavior, in rank order
Total Male Female
Reality News Reality
True to
stereotype, News Sports News
sports jumps to
the second slot
for guys; Comedy Reality Comedy
doesn’t appear
in top five for Sports Comedy Food
ladies
Food Food Drama
27

28. Multitasking during
commercials
28

29. Communication with others is a frequent activity
I frequently do this during commercial breaks...
Text 52%
Talk 45%
Email 42%
Social Network 39%
IM 28%
29

30. 1/4 connect with content around the TV
program and ads frequently during breaks
I frequently do this during commercial breaks…
A third are potentially
distracted during
commercials while
Content not related to the seeking additional
program I was watching 34% content on the
mobile web
Website related to a
commercial 26%
A quarter are
Use search engine to look up reacting
info related to commercial 25% immediately to a
commercial
Content related to the program
I was watching 25%
30

31. DVR usage impacts multitasking slightly
I multi-task on mobile web during...
During a live TV show 59%
During a recorded TV show 55%
Commercials during live TV 61%
Commercials during recorded TV 52%
31

32. There's a definite need to optimize
mobile sites
52% of consumers are
disappointed when
companies do not have
specialized sites for their
mobile Internet browser
79% of large online
advertisers do not have
a mobile optimized site
Consumer Marketer
32 Consumer Source: Y! Mobile Modes Study | August 2011
Marketer Source: Google Mobile Ready: Part 1 | March 2011

33. Sports &
Mobile Multitasking
33 Photo credit: Flickr user FrenchKheldar

34. A 1/3 use their mobile to check
sports content several times a week
How often do you read sports content on your mobile device?
41%
33%
18%
15%
13%
12%
Weekly Daily 1-few 1-few Less than once Never
times/week times/month a month
34

35. With 122M mobile Internet
users....
60% 73
of respondents mobile TV multitaskers
million
mobile multitask
while watching
sports
SOURCE: Base used for projections based on ComScore MobileLens, June 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or application or SMS (except mobile to
mobile)
35

36. Almost half multitask during
sports events; guys more likely
I multitask on the mobile web during sporting events…
52%
During recorded TV
sporting event
45%
51%
During live TV sporting
event
44%
40% Men
Attending a live sporting
event Overall
34%
36

37. Reminder: what do they do, overall?
2 C’s, in rank order:
1.Content
2.Communication
37

38. More of these multitaskers are
engaging with some sort of content
I do the following...
2C's
60%
Are engaged with
69%
Are engaged with
some kind of some kind of
communication content
38

39. For sports, content dominates
I do the following...
Scores from other games 40%
Look up team/player info/stats 34%
CONTENT
69% Schedules for other games
Headlines 27%
33%
Fact checking a friend 26%
Fact checking an announcer 22%
Sports-related photos 21%
We love to bust
somebody by
Sports online videos 20%
proving them Sports blogs 19%
wrong, don‟t we?
Manage fantasy team 12%
Make sports related purchase 10%
39

40. Connection comes in many
forms, including smack
I do the following...
Text 44%
Check social nets 31%
Email 24%
Smack talking
IM 21% came in
surprisingly low
Talk smack online 20% (can‟t see the
other guy‟s face?)
Post photo of the event 19%
Post video of the event 12%
40

41. Behavioral analysis
SUPERBOWL 2011
41 Photo credit: Flickr user gcfairch

42. A look at the entire game
Half-
1Q 2Q 3Q 4Q Game
Starts Starts Time Starts Starts End
Break
40%
30% TV Ad Breaks
20%
10%
0%
+
INDEX
-10%
Time
4:05 PM
4:10 PM
4:15 PM
4:20 PM
5:25 PM
5:30 PM
5:35 PM
5:40 PM
6:45 PM
6:50 PM
6:55 PM
7:00 PM
3:30 PM
3:35 PM
3:40 PM
3:45 PM
3:50 PM
3:55 PM
4:00 PM
4:25 PM
4:30 PM
4:35 PM
4:40 PM
4:45 PM
4:50 PM
4:55 PM
5:00 PM
5:05 PM
5:10 PM
5:15 PM
5:20 PM
5:45 PM
5:50 PM
5:55 PM
6:00 PM
6:05 PM
6:10 PM
6:15 PM
6:20 PM
6:25 PM
6:30 PM
6:35 PM
6:40 PM
7:05 PM
7:10 PM
7:15 PM
7:20 PM
7:25 PM
- (by 5min slot)
-20%
Post-
2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST) Game
2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST
Control dates: Same time & day a week before (1/30) and a week after (2/13)
42 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from TNS

43. 98 commercials played
Half-
1Q 2Q 3Q 4Q Game
Starts Starts Time Starts Starts End
Break
40%
-3:43 -4:16 -5:36 -6:32
[1Q] Bud Light Bridgestone
-5:01
Fox in house -
Cars.com Rango (movie)
• 17 TV Ads
Doritos Chevy Volt Etrade Cars.com
Audi a8 American idols Best Buy
Go Daddy Bud Light - dogs
-3:45 Android Fox in house - Chicago
Fox in house Fox in house - Glee
during 23 MIN
30% -3:50 -4:18
Sony Ericsson
Acura TSX
Fox in house - American idol -6:34
• Avg. Ads/Ad-
Doritos 2nd quarter starts @4:19 -5:38 -6:34
Chevy Xfinity - Comcast Touchdown @5:42 Steelers
-4:23 Hyundai Sonata hybrid
Pepsi Max Cadillac CTS -5:43
Budweiser Pepsi Max - man vs woman
break = 3.4 -3:51 Tele flora.com
-5:03
-5:07
Jack Sparrow Pirate (movie) Rio (movie)
• Time-interval
-3:56 Transformer 3 (movie) Car - MINI -6:36
•
Fox in house - Daytona
98 Ads during Super Bowl (3hr 40min)
Bud Light -4:25 Homeaway.com -6:44
Chevy Silverado 500 -5:45
-4:26 Bridgestone - River flood
between Ads-20% Fast & Furious3 BMW X3
Chatter (Salesforce)
-5:09
-5:49 Go Daddy
Fox in house Hyundai Elantra
•
Motorola Zoom Volkswagen (beetle)
time = 3.5 min -3:58
First touchdown -
GreenBay 4:01
avg. 30 sec/ad
BMW Diesel
-4:28
-4:31
SHOW: BlackEyedPeas
-5:22
Groupon.com - Tibet
Coke - Borderline
-5:51
Fox in house
-6:46
-6:47
•
-4:02 Coca Cola - Dragon -5:53 Mercedes – p-diddy
10%
Pepsi Max
Doritos
Hyundai Elantra
3.5 Ads/Ad break = ~ 2 min
THOR (movie)
Volkswagen
-4:33
Chatter
(salesforce.com)
Fox in house
Stella Artois
CarMax
The X factor
Fox in house –Chicago code
Fox in house - house
-6:49
•
Car fax
Fox in house-Fringe
-4:04
-4:05
Frequency: 2min Ads break per every 5 min
-4:39
Snickers
Career Builder - monkey
Chase Bank
GM Ram 1500
Car fax
-5:55
-6:00
Chrysler (2:00min)
-6:56
Chevy - Camaro (1min)
Verizon + iPhone
Cowboys (movie) Super 8 (movie) -6:02 -6:58
Kia optima Daily tablet -iPad -6:21
-4:41 -7:00
Fox in house -5:25 NFL
Touchdown GreenBay @4:45 Chevy – Cruz
-5:27
0% -4:06 -4:49 HTC Sprint Fox in house - Glee
+ -4:09 NFL.com Jack In the Box
Chevy - Cruze Limitless (movie)
Brisk Fox in house - House Chevy – Tree planting
Captain America (movie) Shape-ups (Sketcher)
-4:09 Fox Speed channel - - 6:24
Castrol - Edge Fox in house -terra nova
car warriors
CarMax Fox in house - glee
FOX Daytona 500
Fox in house -7:02
-5:29
-4:51 Green bay won @7:07
INDEX
-10%
Time
[2Q] [Half - Time] [3Q] [4Q]
4:30 PM
4:35 PM
4:40 PM
4:45 PM
5:50 PM
5:55 PM
6:00 PM
6:05 PM
7:10 PM
7:15 PM
7:20 PM
7:25 PM
3:30 PM
3:35 PM
3:40 PM
3:45 PM
3:50 PM
3:55 PM
4:00 PM
4:05 PM
4:10 PM
4:15 PM
4:20 PM
4:25 PM
4:50 PM
4:55 PM
5:00 PM
5:05 PM
5:10 PM
5:15 PM
5:20 PM
5:25 PM
5:30 PM
5:35 PM
5:40 PM
5:45 PM
6:10 PM
6:15 PM
6:20 PM
6:25 PM
6:30 PM
6:35 PM
6:40 PM
6:45 PM
6:50 PM
6:55 PM
7:00 PM
7:05 PM
- • 21 TV Ads
during 40 MIN
• 19 TV Ads
during 30 MIN
• 19 TV Ads
during 50 MIN
• 22 TV Ads
during 40 MIN
(by 5min slot)
-20% • Avg. Ads/Ad- • Avg. Ads/Ad- • Avg. Ads/Ad- • Avg. Ads/Ad-
break = 3.5 break = 4.8 break = 3.2 break = 3.7
• Time-interval • Time-interval • Time-interval • Time-interval Post-
2011 Super Bowl between Ads-
between Ads- (Main game: 3:30pm – 7:10pm,
between Ads- PST) between Ads- Game
time = 4.4 min time = 3 min time = 3.4 min time = 3.8 min
2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST
Control dates: Same time & day a week before (1/30) and a week after (2/13)
43 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from TNS

44. Y! Mobile FP traffic saw spikes
Mobile-Web Front Page User Traffic
40% Half-Time Show
Mobile-Web
User Traffic
+ 33% + 34%
30%
+ 28% Fox Promo
TV Ad Breaks American SalesForce Game End
NFL.com
Idol
20% Snickers
BMW X3
10% Go Daddy
+ X Factor Chrysler Pepsi Max
0%
INDEX Time
- GB Touchdown (by 5min slot)
-10%
Black Eyed Peas
-20%
In the beginning of the Super Post-
2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST)
Bowl (SB), TV viewers are more Game
engaged in SB game and SB TV
commercials. As the games goes
on, TV viewers use more mobile.
2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST
Control dates: Same time & day a week before (1/30) and a week after (2/13)
44 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from TNS

45. Y! Mobile sports also saw spikes
Mobile-Web Sports User Traffic
500%
Mobile-Web
400%
User Traffic +387%
TV Ad Breaks
+305%
300%
200%
100%
Half-Time
+ show
INDEX 0%
Time
- (by 5min slot)
-100%
Post-
2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST) Game
2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST
Control dates: Same time & day a week before (1/30) and a week after (2/13)
45 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from TNS

46. Mobile Search Queries Explode
“Super Bowl”* is the most frequent search query
– More then 400 different search query terms related to
„Super Bowl‟ are observed in top 10,000 query terms
in US on Super Bowl day (Feb 6, 2011)
– % change of “Super Bowl” query term, compared to
previous two weeks average, is 980%
Search queries related to TV commercials
during Super Bowl have significantly increased
– Go Daddy: 6900%
– Chevy Camaro: 1700%
– Super Bowl: 980%
– Super 8 (Movie): 1970%
– Transformer (movie): 610%
– Volkswagen: 300%
– Green Bay: 180%
– THOR (movie): 81%
Note:
1) Super Bowl query term*: Super Bowl, Superbowl , or query terms including Super Bowl or Superbowl
46 2) The most frequent query terms: excluding usual navigational query terms such as yahoo, facebook, google, etc
3) Top 10,000 query terms on Super Bowl day (Feb 6, 2011) in US

47. Behavioral analysis
ACADEMY AWARDS 2010
47 Photo credit: Flickr user Dave_B_

48. Mobile web traffic analysis during
the Oscars strongly correlated to ad breaks...
Yahoo! Mobile Front Page User Traffic
40%
+ 39%
Mobile-Web
User Traffic Highest peaks
30%
occurred after the
TV Ad Breaks show, suggesting
that users look
beyond TV
20%
post-event to learn
and read more.
10%
+
INDEX 0%
Time
- (by 5min slot)
-10%
Before During the Oscars TV event (5-8pm, PST) After Oscars
48

49. ... with strong increases to
Y! News & FP especially during the "after party"
Average increase in traffic and engagement on
12% Yahoo! Mobile overall during commercials
Increase in content consumption on Yahoo!
39% Mobile Front Page
125% Higher browsing activity on Yahoo! Mobile News
13% Increase in searches on Yahoo! Mobile Search
Increase in checking and sending emails on
6% Yahoo! Mail
49

50. Behavioral analysis
WORLD CUP 2010
50 Photo credit: Flickr user wjarrettc

51. Mobile traffic to Y! shows greatest
spike during half time & post game ad slots...
Yahoo! Mobile Front Page User Traffic
40%
Mobile-Web User
Traffic
Again, the highest
peaks occurred after
the event.
30%
TV Ad Breaks
Half time
Commercials + 24%
20%
10%
+
INDEX 0%
Time
- (by 5min slot)
-10%
Before the game World Cup (11:30am – 1:20pm, PDT) After
51

52. ...with strong increases on Y! News
properties on the mobile device
Average increase in traffic and engagement on
10% Yahoo! Mobile overall
Increase in content consumption on Yahoo! Mobile Front
24% Page
57% Higher browsing activity on Yahoo! Mobile News
12% Increase in searches on Yahoo! Mobile Search
52

53. 53

54. Tablet users currently show
higher levels of multitasking
I multitask when I watch...?
LAPTOP OR WEB-ENABLED TABLET
DESKTOP PC MOBILE PHONE PC
Reality - Competitions 34% 35% 42%
Reality - Makeovers 27% 27% 32%
News 50% 49% 56%
Sports 41% 42% 47%
Food 40% 41% 49%
Do-it-yourself/How-to 29% 29% 34%
Award shows 29% 30% 37%
Action-adventure 28% 28% 34%
Science fiction 25% 24% 32%
Adult animation 20% 20% 26%
Q: You mentioned that you multitask by using mobile and tech devices while watching TV. Based on your experience, during which types of shows are you likely to multitask using
tech/mobile devices? Base: multitask With Mobile/Tech While Watching TV
54

55. Phone & PCs are more about
communication
What were you doing when multitasking?
LAPTOP OR WEB-ENABLED TABLET
DESKTOP PC MOBILE PHONE PC
Email 82% 61% 60%
Social Networking 72% 54% 50%
IM 52% 46% 37%
Not related to what I'm
watching 77% 44% 53%
Related to what I'm watching 65% 38% 57%
Look up info on a commercial 64% 36% 55%
Read news 60% 32% 50%
Q: You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that
apply for each device. Base: Use Device While Watching TV Once a Month +
55

56. Laptop/phone is the most important
device but Tablet PC rises in prominence
Which device is most important? (1st,2nd, or 3rd)
Top 4 Devices Shown
Total Population Tablet PC Owners
1ST, 2ND, 1ST, 2ND,
OR 3RD OR 3RD
Web-Enabled Mobile Phone 75% Web-Enabled Mobile Phone 61%
Laptop computer 63% Laptop computer 60%
Desktop computer 46% Tablet PC 46%
Gaming console 27% Desktop computer 40%
Q: Please rank the following devices based on their importance to you. Select one per column.
56

57. Conclusions
• TV multitasking is big. 80% mobile multitask
while watching TV.
• Commercial time = mobile primetime. Y!
mobile web traffic during live TV events is
strongly correlated to ad breaks.
• I need to know more! 25% frequently look up
info on a TV ad during the commercial break.
57

58. Implications
• Think tie-in. Integrate mobile ads into your TV
media buys to engage users on both screens.
• Cater to the info-seekers. Make sure additional
info from your TV ad is easily accessible on your
mobile site.
• Be in the content. During major live
events, advertise on sites relevant to the
sponsored program to reinforce your message.
58

59. This study was conducted as part of
the 2011 edition of the Razorfish
Outlook Report. The full report can be
accessed here:
razorfishoutlook.razorfish.com
To see our full POV including
implications and recommendations for
marketers, see this article:
http://razorfishoutlook.razorfish.com/art
icles/forgetmobile.aspx
59

60. Key players
Razorfish:
• Jeremy Lockhorn
VP, Emerging Media
@newmediageek
Yahoo!
• Ashmeed Ali • Jung-Uk Kim
Senior Manager, Strategic Insights Senior Manager, Data Insights
• Ira Amilhussin • Edwin Wong
Senior Manager, Strategic Insights Director, Strategic Insights
60

61. THANK YOU!
61

62. APPENDIX
62

63. PC users are bigger TV multitaskers. Tablet and
mobile owners aren't far behind.
I use the following to multitask when watching TV
Among Device Owners At least once a week
Everyday
18%
32% 21% 20%
26%
32%
66%
46% 49% 46% 36% 28%
Laptop or Tablet PC Web-Enabled Basic Mobile Web Enabled E-Reader
Desktop PC Mobile Phone Phone MP3
Q: How often do you use any of the following devices while watching TV at home?
63

64. Demographics play a key role in device driven
multitasking
I use the following to multitask when watching TV everyday...
Among Device Owners
Total Male Female M(18-34) F(18-34) M(35+) F(35+)
Laptop or
Desktop PC 66% 64% 67% 70% E 67% E 58% 67% E
Web-Enabled
Mobile Phone 49% 49% 49% 59% EF 55% EF 37% 42%
Tablet PC 46% 46% 46% 52% E 42% 36% 50%
Q: How often do you use any of the following devices while watching TV at home? Base: Own Device (Floating Bases)
64