Multi-screen behaviors by type of TV program
The marketing infogram example "Multi-screen behaviors by type of TV program" was created on the base of data of study "The Multi-Screen Marketer" from the website of the Interactive Advertising Bureau (IAB).
"The Reality (Show) of Multi-Tasking.
Multi-screen activities while watching TV are very common, but content is not created equal when it comes to our digital distractions. ...
Non-commerce related activities = average of Likely and Very Likely to engage in social activity, searching for information about programming, or general activity (email, surfing, etc.).
Commerce related activities = average of Likely and Very Likely to engage in shopping online and product searches related to programming while watching.
4SCRN respondents are more likely to socialize, shop online and look for information related to what they’re watching than their 2SCRN or 3SCRN peers. For example, 81% of 4SCRN
respondents say they are likely or very likely to go online to surf and email while watching reality TV (examples given in the survey were Jersey Shore, Survivor and The Hills).
Respondents were aware of products. An average of roughly 35% of 3SCRN respondents and over 55% of 4SCRN respondents said it was likely or very likely that they’d search or shop for viewed products while watching.
Recorded reality is, in general, tops for non-commerce related multi-screen activities like social networking on a mobile device. For commerce related multi-screen behaviors, independent dramas win out by a hair." [iab.net/media/file/The_Multiscreen_Marketer.pdf]
The marketing infographic example "Multi-screen behaviors by type of TV program" was created using the ConceptDraw PRO diagramming and vector drawing software extended with the Marketing Infographics solition from the area "Business Infographics" in ConceptDraw Solution Park.