How Multi-Screen Consumers Are Changing Media Dynamics
While TV continues to dominate the media landscape, consumers’ TV viewing habits are rapidly traversing platforms in the digital realm and revealing the evolution of the Multi-Screen consumer. This new and complex ecosystem can make campaign planning a challenge for brand marketers and agencies, and there is still a great deal to learn about how consumers use multiple screens. What are the demographics of Multi-Screen TV viewers? How are Multi-Screen and Digital TV viewers consuming content and how engaged are they with each media? How can brands stay ahead of the curve by effectively building multi-touch cross-media campaigns?
Comscore partnered with the Coalition for Innovative Media Measurement (CIMM) to better understand the viewing habits of consumers who engage with media brands across multiple screens. This research leverages Comscore’s unique single-source multi-screen measurement panel, revealing critical learnings about the reach, exposure and engagement of Multi-Screen consumers. The report features a comprehensive view of cross-media consumption on the Internet, TV and mobile devices to help marketers navigate the changing media dynamics of a multi-screen world.