Almost three-quarters of multi-screen consumers across 5 major markets agree that advertising can be helpful in telling them about new products or brands that might interest them, according to [download page] results from a Microsoft Advertising survey conducted with Flamingo Research and Ipsos OTX. But while these consumers are open to advertising, they’re more welcoming of ad content on some screens than others. The study finds that the 76% are open to advertising on TV, compared to 57% on computers and 51% on tablets. By contrast, less than 4 in 10 welcome ads on gaming consoles (39%) and mobile phones (37%).
Across the 5 markets studied (US, UK, Australia, Canada, and Brazil), TV counts as the most popular device, with 90% owning one. Laptops (81%) are next, followed by smartphones (77%), desktops (69%), gaming consoles (64%), tablets (50%), and e-readers (30%). If those adoption figures seem high, it’s because respondents were required to own a representative mix of devices that could be used for multi-screening.
Indexing TVs, tablets, smartphones and PCs by their primary use attributes, the study finds that PCs index highest for creativity and productivity (117), as do tablets (115). Smartphones are best for connecting with others (131) and for cross-device ease (117). While TVs under-index across most attributes (such as convenience and compatibility with other devices), they are about average for content (101) and fun (101).
Microsoft Advertising suggests that marketers tailor their approach to each screen, recommending that they be the “everyman” on TV (by telling emotional stories and being accessible), the “jester” on the console (by keeping things interactive and fun), the “sage” on the computer (by providing deeper information and facilitating analysis), the “explorer” on the tablet (by telling stories through visual imagery), and the “lover” on the mobile (by giving ideas and adding value rather than interrupting consumers).
About the Data: The quantitative portion of the study included approximately 1000 consumers aged 18-65 in the US and UK respectively, as well as approximately 500 consumers in Brazil, Australia and Canada for a total of 3586 consumers globally. Microsoft Advertising partnered with Ipsos OTX to use a representative market sample via panel and required that consumers own a representative mix of devices (smartphones, tablets, gaming consoles and laptops). Microsoft Advertising analyzed the results throughout February 2013.