YuMe, the provider of digital video advertising, and market researcher Nielsen conducted a survey of cross-media device ownership and usage in five European regions – France, Germany, the Nordics Spain and the UK – across more than 5,000 respondents.
It found that Spain led the way in device ownership but the UK was comfortably ahead as the region where a multi-screen mix had the greatest impact on reach.
Spain averaged 5.3 devices per household and 3.2 devices per household member. The UK and Nordic countries were not far behind, with figures of 4.8 and 3.0 respectively for the former and 4.7 and 3.1 for the latter.
France had 4.3 devices per household and 2.9 per household member while Germany had 4.0 and 2.7.
Multiscreening was common with smartphones (68%), laptops (66%) and tablets (66%) generally preferred to the desktop although this was still used by 44% of respondents.
Among the younger age group, almost all millennials (89%) used a connected device while watching TV and 44% accessed content related to what they were viewing.
Those figures illustrate the potential for a multiscreen campaign and YuMe took a further step by building a calculator, based on Nielsen data, enabling users to calculate how reach is affected when budgets are moved from TV to digital.
So, for example, a TV-only reach of 32.8% in the UK could be pushed up to 33.7% by shifting 10% of a campaign budget from TV into online. But by dividing that 10% up to use in a multi-screen mix – 4% online, say, 2% mobile, 2% table and 2% OTT – reach jumped to 35.7%.
Increase the proportion shifted to 20% online and reach moved ahead to 36.2%. And, once again, by adopting a multi-screen mix – in this case 8% online, 4% mobile, 4% table and 4% OTT – reach hit 39.0%.
At a launch event, Luke Bozeat, managing director of MediaCom, observed that clients were no longer disputing the need to move to digital and that conversations were increasingly about the practicalities of what to do. "This helps add texture to why we're making certain decisions," he said.
Data sourced from YuMe; additional content by Warc staff