Cross-screen consumers

Challenge

Until recently, there was just one screen in our lives – the TV. Today, screens surround us – on our desks, in our laps, in our pockets. Microsoft Advertising decided to investigate how consumers relate to the various screens in our lives. How do our feelings about TV, PC, and mobile screens affect how we use them? Should the content we create be tailored to the screen on which it will be consumed?

Meet the Screens, a study produced by Microsoft Advertising in partnership with IPSOS and BBDO Worldwide, reveals the deep psychological relationships consumers have with their TVs, PCs, and mobile phones. The research highlights the importance of tailoring the message to each screen, and offers context around a multi-screen solution. The investigation took place in the United States, the United Kingdom, Saudi Arabia, Russia, and China – here we’ll take a look at the findings from U.S. participants.

Key takeaways

Meet the Screens revealed that different screens play different roles in consumers’ lives; each screen has its own characteristics. TV is perceived as both the Everyman and the Jester. It’s a screen we’ve all grown up with, we’re comfortable with it, and it also provides entertainment.  The PC empowers the user and acts as the Sage. It’s a two-way interaction between the screen and the consumer in a way the TV relationship is not. And the mobile device is the most personal of all the screens, embodying the role of the Lover; consumers want it with them at all times and feel emotionally close to it. Meet the Screens confirms that compelling advertising isn’t a one-size-fits-all solution: consider the screen and the how the consumer feels about it.