Millward Brown AdReaction: Brands Need Greater Cross-screen Integration of Marketing Strategies
Aug 27, 2014 UncategorizedComments Off on Millward Brown AdReaction: Brands Need Greater Cross-screen Integration of Marketing Strategies
32 Country Study Identifies Multiscreening Opportunity for Marketers
HONG KONG, Aug. 27, 2014 /PRNewswire/ — Hong Kong consumers who have mobile devices such as a smartphone and tablet spend an average of seven and a half hours each day viewing screens including TV and laptops, according to the AdReaction 2014 research report released by Millward Brown. The report examined multiscreen use and behavior across 32 countries and explored consumer receptivity to advertising on TV, smartphones, laptops and tablets. Marketers can use the research results to plan and integrate their media plans in order to leverage the advantages of each platform and drive brand growth.
“Although we intuitively know that people are spending more and more time on different screens and devices, there is still the need to better understand consumer behaviors to provide marketing decision-makers with the best advice on media investment optimization,” said Sonia Liang, Millward Brown Media and Digital Director for Hong Kong and Taiwan. “One of the most interesting findings of this research is that among this group of consumers with mobile devices such as smartphone and tablet, the smartphone has become the screen on which they spend the longest time on, every day, and in every country in the world.”
In Hong Kong, local consumers are leading the world in multiscreen use, spending an average of more than seven and a half hours on screens including TV, smartphone, laptop and tablet, half an hour longer than the global average, according to the report. Smartphone, as the primary screen, takes up more than two and a half hours daily, and is actively used in the evenings as well as in the daytime, whilst laptop and TV take center stage in the evenings.
Liang continued “Hong Kong continues to sophisticate at break-neck speeds, punctuated by the ever-changing media consumption landscape.