White Paper Multigenerational Multi-Screen Users:

Reaching and Engaging Young Adults in a Multi-Screen World

The typical 20-year-old, 45-year-old, and 70-year-old are likely to be very different from one another. As it turns out, they definitely have differing multi-screen consumption behaviors. Young adults, sometimes called the Millennial generation (adults 18-34), can be an especially important target audience for marketers to reach. But keeping top-of-mind and breaking through has become increasingly challenging as young adults take charge of their media experiences at home, work, and everywhere in between. Understanding generational differences in media behaviors and attitudes can help marketers see the opportunities within todays dynamic media environment. This study reveals media usage, attitudes, and expectations of multigenerational multi-screen users.

Key Findings
(comparing multi-screen users A18-34 to multi-screen users A35-64) Young adults have more screen convergence, extending media activities across screens. Young adults are more connected, engaged and social. Young adults are much more receptive to marketing messages on every screen. Young adults more highly value consistent, connected cross-screen media experiences.

Research Study: At a Glance

Microsoft Advertising, in partnership with Wunderman (a WPP company), conducted a research study to explore the behavior and attitudes of multi-screen consumers people ages 18-64 who actively use TVs, computers, smartphones, and video game consoles to consume media. The study surveyed 1,200 adults in the US in Spring 2010. 500 of the respondents were defined as gamers.

Defining the Multi-Screen Consumer

1,200 adults ages 18-64 Use TV, PC, smartphone; 500 respondents reported using internet-connected gaming consoles Access the Internet multiple times each week using both smartphone and computer

Young Adults Lead Convergence

Younger multi-screen users are increasingly using multiple devices for all tasks and activities. Individual activities, from social networking to playing games to watching news highlights, are no longer restricted to a single screen. Young adults lead this trend of device convergence. The multi-screen young adult uses two, three, and even four screens for their media activities versus multi-screen adults 35-64 who use two and three screens to perform their media activities. The computer and phone screens have fully converged for both segments; both age groups now use these devices almost interchangeably to connect and get things done.

Convergence Trends: Comparing Multi-Screen Multigenerationals

Multi-screen young adults compared to multi-screen adults aged 35-64: These charts represent the screens most used to perform specific activities within the past 30 days. Activities are found closest to the screens on which they are most often performed.

Multi-Screen A35-64

(n=728)

Multi-Screen A18-34

(n=512)

Source: activities listed for devices if had more than 10% respondent rate.

The Dynamic Duo: Computer & Smartphone

All multi-screen users, regardless of age, rely on their computers and smartphones to: Learn about brands, products, and services A18-34: 81% computer, 92% smartphone A35-64: 37% computer, 36% smartphone Pass along information A18-34: 74% computer, 88% smartphone A35-64: 69% computer, 78% smartphone Multi-screen users, cross-generationally, are starting and completing the purchase decision process at various digital touch points: every screen is a vehicle for awareness, consideration, and purchase.

Despite Convergence, Each Screen Retains a Core Function and Distinct Personality
Even in a multi-screen world, consumers still strongly associate individual devices with a primary use. Multi-screen media consumption is not leading to cannibalization; each device plays a key role, and has a distinct personality in the minds of consumers. Marketers can tap into multigenerational states-of-mind by tailoring messages for each screen. Interestingly, all multi-screen users, regardless of their age, describe devices similarly: Smartphone: Cutting edge, trendy, smart, sophisticated. Multi-screen users expect interactions with content on this screen to be progressive and intuitive. Computer: Fun productivity. The computer is not just about productivity its also an entertainment outlet. TV: Lazy, lean-back entertainment. Multi-screen users describe the TV as engaging, with many identifying it as lazy rather than fun. Gaming Console: The fun way to connect. The most fun and engaging of all devices, its also a social outlet.

Young Adults are More Receptive to Marketing Messages on Every Screen

Younger adults are very positive about advertising, in general, and specifically advertising that is both targeted and relevantimproves their media experience. This represents a rich opportunity for marketers to engage young adults through stronger multi-screen creative, storytelling, and value exchange.

Young Adults are More Active and Connected to Multi-Screen Media than Adults Ages 35-64
Multi-screen young adults were the most positive about todays multi-screen experiences: 62% report consistent experiences across screens with 69% accessing similar content across screens; 69% report that their screens combine to create a cohesive, better-together experience.

Percent of adults 18-34 and adults 35-64 that agree somewhat/completely with each statement
Ads (on this device) more meaningful and relevant than ads on other devices

Percent of adults 18-34, adults 35-64, and all respondents that agree somewhat/completely with each statement

Multi-Screen Young Adults Value Consistent Cross-Screen Media and Advertising Experiences
Younger adults (A18-34) place a higher value on multi-screen experiences than multi-screen adults 35-64. Marketers can impact brand perception among young adults by creating relevant, informative content and advertising that is consistent across all media screens. 74% of adults 18-34 say that the ability to access similar content across screens makes the content more useful; 66% of adults 35-64 say the same. 72% of adults 18-34 state that the ability to access content across multiple screens makes the media experience more relevant and informative; 67% of adults 35-64 say the same. 73% of adults 18-34 report that they have higher opinions of content providers who create consistent experiences across screens; 56% of adults 35-64 say the same

Key Takeaways for Marketers

Multi-screen multigenerationals have high expectations for marketers and their execution today and in the future. 91% of adults 18-34 expect significant improvement in the delivery of media and advertising across devices; 79% of adults 35-64 say the same. 91% of adults 18-34 believe improvements will increase their engagement across devices; 79% of adults 35-64 say the same. The research reveals the importance of developing strong multi-screen advertising strategies to connect with todays consumers especially when targeting specific generations. To improve multigenerational multi-screen users perceptions of your brand, give them information they can use wherever they are, however they engage. Both adults 18-34 and those 35-64 value cohesive, connected experiences that extend across the screens they use every day. Marketers and agencies should work with their media partners now to stay in tune with multigenerationals rapidly-evolving media behavior to ensure they are meeting and even exceeding expectations for how they want to engage and learn about brands, products, and services.

Methodology
Microsoft Advertising partnered with Wunderman (a WPP company) to conduct a deep dive into the attitudes and behaviors of multi-screen consumers. The survey was conducted from March 29 to April 5, 2010. Respondents were drawn from the online panel of Survey Sampling, Inc. with results tabulated by Russell Research.

Learn More
For more information on how advertisers are executing multi-screen campaigns to engage with consumers, visit us at www.advertising.microsoft.com/multi-screen.

About Microsoft Advertising

Microsoft Advertising provides advertisers and publishers with media, tools, and services designed to drive deep and profitable engagement with their audiences. This includes a global media network of Microsoft properties such as MSN, Windows Live, Bing, and Xbox LIVE, and partner properties such as WSJ.com and Verizon. The Microsoft Advertiser and Publisher Suites simplify planning and management of campaigns and content, offering a range of services that help advertisers and publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices spanning 42 markets and 21 languages.

This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. 2011 Microsoft Corporation. All rights reserved.