Second edition of GfK MRI iPanel Reporter offers insights on video viewing and gaming on tablets

Watching video and playing games on tablets brings a world of information and entertainment to tablet owners. In turn, marketers have a world of opportunities to make connections with these consumers. GfK MRI's iPanel™ Reporter On Video helps make those connections strong with up-to-date insights on tablet owners' video watching and video gaming activities and their attitudes towards those activities.

63% of tablet owners do not mind seeing ads in video games they play on their tablets … if the games are free.

The report will tell you about tablet owners':

Video watching on tablets

  • use of tablets to watch TV, movies and other video, and how tablet viewing compares to other devices they own
  • types of content watched on tablets, such as TV programs, full-length movies, movie trailers/clips, music videos, short films, user generated videos and TV previews/clips
  • access to video content on tablets, like streamed or downloaded from internet, free video on demand, live TV broadcast and more
  • online video providers used to watch TV shows, movies or other videos on tablets, such as YouTube, Netflix, Prime, Hulu/Hulu Plus, iTunes and others
  • feelings about commercials during video-watching on tablets, including customization of ads to interests, ad repetition, placement of ads before content begins, length of ads and free content that is ad supported

Video gaming on tablets

  • use of tablets to play video games compared to gaming on other devices, such as cell/smartphones, desktop/laptop computers, video games consoles and more
  • frequency and location of game playing on tablets
  • types of games played, for example action/adventure, arcade, card/board, puzzle, trivia and word games, as well as the names of games, such as "Angry Birds"
  • information sources for new tablet games, such as searching the app store, friends/family, games featured in the app store and more
  • criteria used before downloading games, including price, graphics, genre, control layouts and more
  • amount spent on games
  • feelings towards product placement and ads in games, as well as receiving push notifications from game apps

"This report tells you what matters the most when marketing to tablet owners watching videos and playing games on their tablets," says Scott Turner, EVP Agency and Advertiser Sales at GfK MRI. "It tells you who they are, what they're doing and what they think — all in ways that directly tie into marketing and advertising."

Here are a few of the insights included in the report.

Video watching on tablets:

  • 53% of tablet owners watched video on their tablets in the last 30 days.
  • 17% of tablet owners' total video watching time was on their tablets in the last seven days.
  • 23% of Millennials' total video watching time was on their tablets in the last seven days.

Playing video games on tablets:

  • 50% of tablet owners played a video game on their tablets in the last 30 days.
  • 49% of tablet owners' total video game time was on their tablets in the last 30 days.
  • 54% of tablet owners who played a game on their tablets in the last 30 days played a puzzle game.

Updated and delivered via email four times a year, the GfK MRI iPanel Reporter On Video is the second offering in a series of iPanel topic-specific studies that provide comprehensive, up-to-date insights and trending data on the digital activities and attitudes of tablet and e-reader owners. iPanel Reporter On Tablets and Multi-Tasking, the first in this series, was published last fall.

GfK MRI's iPanel is comprised exclusively of tablet and e-reader owners. We have 6,000 registered panel members, which gives us about 1,300 respondents per online survey. To learn more about iPanel Reporter On Video, please contact us.

U.S. adults give (green) thumbs up to gardening
Spring is here — so take out your spades and shears and join the 34% of U.S. adults who are tending their gardens. The vegetables, herbs and flowers in gardens across the country may vary in beauty and yield, but there's a lot that the gardeners who plant and prune have in common — outside of gardening. They are more likely than typical adults to purchase green products. And depending on where they live, some are more likely to be heavy users of — and express positive sentiments toward — certain media.

While the number of gardeners is the same as in our Survey of the American Consumer®, Doublebase in 2007 (33%), what they're growing has changed. More vegetables and herbs and fewer flowers are now homegrown:

What grows
  2012 2007
Flowers/Ornamentals 70% 75%
Vegetable Growing 64% 54%
Herb Growing 31% 23%
Source: GfK MRI's Survey of the American Consumer, Doublebase 2012
Source: GfK MRI's Survey of the American Consumer, Doublebase 2007
Base: U.S. adults who gardened in the past 12 months

Although one-third of "all adults" are gardeners, our Market-by-Market study identifies the Designated Marketing Areas (DMA) where consumers are more likely than typical adults to be gardeners.  For example, when we look at the top 25 DMAs, we see that adults in Minneapolis-St. Paul, MN and Portland, OR are at least 20% more likely than typical adults to be gardeners.

Adults in some markets are more likely than typical adults to garden
DMA DMA Ranking % Gardeners Index
Minneapolis-St. Paul, MN 15 40% 124
Portland, OR 22 39% 120
San Francisco-Oakland-San Jose, CA 6 38% 116
Boston (Manchester), MA-NH 7 38% 116
Pittsburgh, PA 23 38% 115
Denver, CO 17 37% 113
Seattle-Tacoma, WA 12 36% 112
Cleveland-Akron (Canton), OH 18 36% 111
Sacramento-Stockton-Modesto, CA 20 36% 111
Source: GfK MRI's Market-by-Market, 2011; Top 25 DMAs
Base: Adults in top 25 markets who gardened in the past 12 months

What grows green often goes green

Gardeners are more likely than typical adults to purchase food and household items like cleaning supplies and paper towels that are labeled environmentally safe or organic — as well as big-ticket items like cars. Drilling down to the local market level, our data show how some DMAs are more likely than others to boast greater numbers of green shoppers, take San Francisco-Oakland-San Jose and Sacramento-Stockton-Modesto, for instance. And we can identify markets — like Pittsburgh — where growing green doesn't necessarily translate into going green.

Where gardeners go and don't go green
  All Gardeners San Fran-Oakland-San Jose, CA Sacramento-Stockton-Modesto, CA Pittsburgh, PA
  Index All Adults Index All Gardeners Index All Gardeners Index All Gardeners
Own/lease a hybrid car or plan to do so in the next year 144 144 146 90
Buy food labeled natural or organic 130 126 126 67
Green household products (e.g. cleaning products, paper towels) 127 120 117 97
Source: GfK MRI's Survey of the American Consumer, Doublebase 2012; Base: All Adults
Source: GfK MRI's Market-by-Market; Top 25 ranking DMAs; Base: Gardeners

Gardeners and media

Marketers looking to connect with green-thumbed consumers in particular areas can use Market-by-Market to learn about their media preferences as well as the sentiments they express toward media. For example, gardeners in some DMAs are more likely than typical gardeners to be "heavy" users of certain media; some of these instances include:

  • New Yorkers over-index for heavy magazine reading (136) and heavy newspaper reading (125).
  • Heavy TV viewing indexes at 135 in Tampa-St Petersburg and Detroit.
  • Philadelphia has a 133 index for heavy internet usage.
  • Heavy radio listeners over-index in Cleveland-Akron (Canton)  at 116.

We also see how gardeners in certain DMAs are more likely than typical gardeners to express certain sentiments toward media. Overall, "all gardeners" have an index of 116 for saying magazines are the media they trust the most, but Market-by-Market shows the DMAs where gardeners are more likely to trust other media, as well — or to trust magazines even more than typical gardeners. For example, gardeners in Seattle, Tacoma, Cleveland-Akron and Portland, OR are more likely than typical gardeners to say that radio, magazines or the internet are the media they trust the most, whereas in Cleveland-Akron, gardeners are less likely to say they trust the internet the most.

The media gardeners trust most
Media Most Trusted All Gardeners Seattle-Tacoma, WA Cleveland-Akron (Canton) OH Portland, OR
Radio 10% 113 128 113
Internet 27% 127 81 116
Magazines 9% 124 113 114
Source: GfK MRI's Survey of the American Consumer, Doublebase 2012; Base: All adults
Source: GfK MRI's Market-by-Market; Top 25 ranking DMAs; Base: Gardeners

For more information about gardeners or about how our Market-by-Market study can help grow your business, please contact us.

Julie says, "Let's get heavy with quintiles and terciles"
Julie Erbe
Manager / Web Training & Advertiser Services at GfK MRI

Media quintiles and terciles group consumers based on how much media they use. The five quintiles help you identify audiences from your most frequent users, "heavy" (Quintile I) to your least frequent users, "light" (Quintile V). Terciles group consumers by thirds. Quintiles are available for all of the media we measure: magazines, TV, cable, online, radio and outdoor while terciles are available for daytime TV.

Quintiles and terciles are calculated from the recent media usage questions in our Personal Interview.  The definitions and calculations are shown in the Online Codebook in the Media section under Shortcuts on our website.  

Different metrics are used to calculate quintiles for different media. Magazines calculations are based on issues per month, newspapers use papers per 28 day cycle, outdoor uses miles travelled per week and radio, TV and internet calculate by ½ hours per week. Here’s the quintile for magazines from Spring 2012:

You can see that heavy readers of magazines are really important to publishers — they read 59%+ of all issues. Quintiles and terciles are created separately for men and women because we've seen historical differences in media use by gender. "Heavy" (Quintile I) magazine readership is defined with lower numbers for men than for women since women read more issues than the average man. If your target is mostly female, your quintiles will skew towards the “women” quintile definitions of usage. 

Non-users of a medium are included in the lightest usage quintile, and in many media, the lowest quintile is comprised of all non-users (zero uses). We’ve also calculated the average number of issues read by an average person in each group, and the percent of issues read by each quintile is displayed in the "Share of Volume" column. The media half scores "Top ½" and "Bottom ½" are also displayed by medium.

Sometimes, researchers are concerned about the definition of the quintiles for a specific target; for example, you might want to see the Heavy TV viewers as defined by pet owners. You can use the Media Usage scores, and calculate your own quintiles (or media usage averages) in MEMRI.  As noted above, however, different metrics are used to calculate quintiles for each medium, and you'll need to be aware of the right metric when interpreting. Regardless, Quintile I always gives you the heaviest users of each media.

GfK MRI also provides terciles for Daytime TV (tercile one being the heaviest users), media comparatives (heavy/heavy, heavy/light, light/heavy, and light/light users of magazines and TV) and one of the least used shortcuts:  the non-media user.  You can get the users of a medium by putting the ~ before the non-user code (and that will save you from or’ing lots of items together). Using a double negative gives you a positive figure.

Learn more about GfK MRI data — best practices, common mistakes, advanced uses and more by attending GfK MRI's online webinars led by me — Julie Erbe. Please send me a note if you would like to attend the webinars but have not received evites.

Keep your targets close at hand with Target Explorer

MEMRI 3.3 may be the talk of the town, but there's a feature in 3.2 — Target Explorer — that's a hidden gem we want to bring to your attention. Target Explorer allows you to easily create and save complex definitions so you can quickly identify an audience based on common traits.

The power of the program is that it creates compound codes. It will re-calculate the index, or another variable, based on the best performing item and the best performing item under that, etc.

For example, here we've created a target of women who agree with the statements "How a personal care item or household product smells is very important to me" AND "I buy natural products because I am concerned about the environment."

Clients that use Target Explorer tell us how it streamlines their ability to run analyses using rich definitions that are produced seamlessly. So, if you haven't yet used it, check it out. If you need help getting started, please let me know.

USA TouchPoints update: game of screens — sports TV and cross-platform multi-tasking

By Kevin Moeller,
Executive Director,
Research & Analytics, Media Behavior Institute

The male sports viewer is an adrenaline-fueled guy. He watches one game on TV, checks other scores on his smartphone, keeps up with his fantasy league on his tablet and talks about players with his buddies on the couch — all at the same time. At least that is what many marketing and media folks believe — and while true of some fans, the reality is far more complex.

USA TouchPoints tells us about the actual behaviors of male sports fans and their cross-platform viewing on TV and other media.

For starters, men are more likely to use other media while watching sports than other TV genres, with the exception of news. There is debate as to whether a secondary medium while watching TV represents a distraction or an enhancement of the central viewing experience. Our data suggest that, in the case of sports, media multi-tasking is complementary — with viewing online sports being the most common second screen genre used while watching sports on TV.

This is a true cross-platform experience, supporting the claim of many content providers where sports are watched on TV and on other devices at the same time. Mobile and tablet devices split simultaneous TV viewing hours equally. Combining mobile and internet account for more than ¾ of all multi-platform sports watching time spent on TV. This behavior intensifies the sports fans’ experience — a view which USA TouchPoints emotional data support.

Men who multi-platform while watching sports experience positive emotions during that time. They are 17% more likely than typical men viewing sports to feel content and 11% more likely to be interested. They are also 32% more likely to socialize while using more than one medium. Regardless of whether or not their teams win or lose, they are 50% less likely to be in a bad mood while watching.

These emotional factors may offer marketers a receptive audience experiencing their brands in a favored program environment across multiple platforms … while in a positive state of mind.

About one in five male sports viewers have also used another platform while watching sports programs.  As a percent of sports TV time, it represents an even smaller share at 10% of all sports TV time.  This disparity could be related to the length of sports programs compared to the time it takes to check other scores on another device or to send a text message. It does not decrease the engagement level with the content.

  Game of Screens

It does, however reinforce the need to keep our perspective on the prevalence of these behaviors rooted in data. The future of sports TV and cross-platform multi-tasking may grow to involve a much larger proportion of the audience using every available screen. Currently, this is a behavior in a developing phase.

Marketers who want to own the sports viewing experience have more opportunity than ever before to reach this coveted cohort from a full media perspective by immersing their brands in every aspect of the viewers’ cross-platform experience.  Not to take advantage of other media platforms represents a vulnerability to the encroachment of other brands. Those who understand multi-platform sports viewing behavior will be well positioned to message consumers in the future when simultaneous media use becomes the norm.

Please contact us to learn more about USA TouchPoints.

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