Meet the Screens reveals multi-screen insights
ChallengeUntil 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.