Young early adopter adults are no longer driving multiscreen behaviour. With the increase in penetration of tablets and smartphones, other age groups are also adopting multiscreen behaviour.
The latest TGI studies from Kantar Media outlined that China has a smartphone penetration of 68 per cent and Australia has 67 per cent.
Advertisers encourage multiscreening to drive instant purchase online. In western markets such as US and UK, the 18-24 year olds are not the most likely to search the internet for products for which they saw a TV advertisement. Compared to 38 per cent of 18-24 year olds in US, 41 per cent of 25-34 year old use the internet to search for products they have seen advertised on TV. The report highlights that in various markets a similar proportion is seen.
Geoff Wicken, Head of TGI International, Kantar Media, explains, “Anyone who still thinks that multiscreening is a niche behaviour in developed countries is well behind the curve. Our TGI insights show that all age groups in many markets now have the tools to consume content on multiple devices simultaneously. It is no longer the youngest adults who are predominantly driving multiscreening or being prompted towards online purchasing by what they have seen on TV. Brands need to understand this is now very much mainstream behaviour and re-think their digital marketing strategies accordingly to cater to a broad range of ages.”
These multiscreen findings are reinforced by results from Kantar Twitter TV Ratings. The ratings suggest that it is not just the younger generation that multiscreen tweets on their favourite shows.