Television remains the most common first screen among US
multiscreen users, but mobile is poised to challenge TV for that
status, a new Millward Brown study finds.
Smartphones and TV already are tied as the screens of choice,
with smartphones taking up 2 hours and 31 minutes of screen time
per day and TV 2 hours and 27 minutes per day, according to the
study. Overall, the typical US multiscreener consumes a total 7
hours and 24 minutes of screen media per day, 27 minutes higher
than the global average.
- 2:31 Hours/mins devoted to smartphone screen use
- 2:27 Hours/mins devoted to TV use
Millward Brown's 2014 annual AdReaction study examined
multiscreen habits and advertising across TV, laptop, smartphone
and tablet usage in 30 countries, with a US sample size of 444.
Multiscreeners in general are driven to a second screen by a
number of factors: by boredom, to fill gaps in content, and by
habitual multitasking, but also by desires to be more productive,
connected, informed, and engaged. Users may cycle through many or
all of these mindsets in a single viewing session.
Of the 41% of their total screen time that US multiscreeners
devote to simultaneous use of TV plus a digital device, 13% is
spent on "meshing," or simultaneous use for related content. This
is on par with the global average. Twenty-nine percent is devoted
to "stacking," simultaneous usage for unrelated content.
The study also finds that marketing receptivity is higher for TV
ads than for digital ads among US multiscreeners, who spend 34
minutes longer on TV per day than the global average. But brands
cannot rely just on TV ads. Multiscreeners expect brands to be
present on multiple devices and are impressed by those that find
entertaining and useful ways of delivering across
For now, advertisers remain underinvested in mobile. While
smartphones and tablets together claim 44% of US multiscreen usage
time, they only claim 7% of projected total ad spend for 2014,
while TV claims 39%.