Published in today’s edition of Campaign, we’ve unveiled our latest research; ‘Families’.
The aim of our research was to investigate the role technology plays within in the average UK family home. It’s important for us to understand how people use their devices in the home, what they’re doing whilst on them and witness first-hand the type of content consumers find most engaging across the screens. This level of insight will ultimately help brands better understand how to deliver effective multi-platform strategies in this new era.
The Microsoft Advertising Families research revealed that on average, family homes contain an incredible 10 different devices, with almost six of these connected to the internet. These devices are encouraging family members to use a second screen, with three quarters of those surveyed saying they use a separate smartphone, tablet or laptop while watching TV.
Furthermore, one in three families use devices such as tablets and smartphones to communicate with each other within the home. Just a few years ago texts, Facebook posts and video calls were reserved for making contact with people who couldn’t be reached through traditional communication, but this is no longer the case. Parents we spoke to are embracing new technologies as a way of bringing added convenience to day-to-day tasks. On more than one occasion we heard that parents are making video calls to let the kids know that dinner is ready – this is often a lot easier than trying to get their attention without burning the food!
The research also showed that the use of multiple devices are bringing families together, with the living room once again acting as a central hub. Static games consoles and desktop computers used to mean leaving the room to surf the internet or play a game, but mobile devices allow family members to sit together and enjoy each other’s company while continuing with other personal connections or activities such as online shopping and chatting with friends.
Ensuring campaigns are relevant and useful to whatever the target audience is doing at that time and on what device is more important than ever. Having this level of insight is essential to building successful multi-screen campaigns. The advantage we have with Xbox, Windows 8, Windows Phone and Skype, is that we have both the hardware and software that touches audiences at every point throughout their day, offering a seamless experience that enables brands to reach consumers on multiple screens and devices.
Take a look at this 3 minute video summarising the UK families research
We’ve also put together this infographic to summarise the key findings
For more information on this research and implications for brands please contact your Microsoft Advertising representative or follow @MSAdvertisingUK for more on UK Families.
Tim Lumb, Research Manager, Microsoft Advertising UK