tech nation eye tracking

Tech aficionados who love to show off

70% are over 35

Account for 36% of annual tech purchases

Constantly connected brand junkies

44% are over 35

Highest ownership of most mobile devices

A typical John Lewis customer

70% tend to buy tech once it’s been tried

and tested

Family life revolves around TV, TV and

more TV

98% have pay TV

Squeezed financially & low interest in tech

25% are 16-34

Only 20% own a smartphone

Eye tracking key findings

Wi-fi fuels interplay between mobile devices and other media

But many Price Pragmatists and Quality Seekers do not currently have the equipment to multi-screen

% of overall time spent on each media / activity / device

50.1 secs 7.1 secs

* ‘Visits’ are occasions where participants switch attention to a media / device, including initial occasions and revisits

Avg. dwell time per visit:

Number of visits* by media/device23

vis

its

22 v

isit

s

Sport on TV is likely to capture more attention. Uses laptop or phone at the same time to banter with friends about the event

Films on TV or DVD are particularly engrossing. Will often look up details about the film and its stars afterwards

Likely to seek other distractions, such as reading the paper, using laptop, or chatting if soaps or reality shows are on the box

% of overall time spent on each media / activity / device

Number of visits* by media / device

32 v

isit

s

65 secs 6.9 secs

Avg. dwell time per visit:

27 v

isit

s

Print newspaper is engrossing, with TV and radio offering background noise and minimal distraction

No internet on mobile plus prospect of starting up desktop PC to check for information tends to be a barrier to spur-of-the-moment second screening

Visual path often drawn to newspaper ads, and their role is valued. As a BBC loyalist, print ads provide a valuable source of information, deals and offers. Intend to follow up online

% of overall time spent on each media / activity / device

Michelle

8.9 secs 1 min 55 secs 30.4 secs

Number of visits* by media / device

22 v

isit

s

7 vi

sits

Avg. dwell time per visit:

Michelle

24

visi

ts

% of overall time spent on each media / activity / device

Dean

The newspaper is engrossing, with TV and radio offering background noise and minimal distraction

No internet on mobile and prospect of starting up desktop PC to check for information tends to be a barrier to spur-of-the-moment second screening

Visual path often drawn to newspaper ads, and their role is valued. As a BBC loyalist, print ads provide a valuable source of information, deals and offers

Newspaper reading demands higher level of concentration

Eye track captures visual path as newspaper is searched for adverts, deals, and offers. Attention is drawn to grocery, holiday, plus tech items and TV subscriptions

TV always on and provides a break from reading Content and time of day plays a vital role. TV is more

likely to capture a greater share of attention if watched with family

% of overall time spent on each media / activity / device

Andy

Newsbrand text content

Newsbrand video content

Email

Advertising - Other

Advertising - Tech

Social Media

54%

34%

7%

3%

1%

1%

% of overall time spent on each activity Maximum dwell time Number of visits

199 seconds 12

143 seconds 3

24 seconds 5

18 seconds 3

9 seconds 2

6 seconds 1

Andy

% of overall time spent on each media / activity / device

Sophie

% of overall time spent on each media / activity / device

Tiffany

The newspaper is engrossing, with TV and radio offering background noise and minimal distraction

No internet on mobile and prospect of starting up desktop PC to check for information tends to be a barrier to spur-of-the-moment second screening

Visual path often drawn to newspaper ads, and their role is valued. As a BBC loyalist, print ads provide a valuable source of information, deals and offers

Newspaper reading demands higher level of concentration, whether print or digital

Social media/messaging is on all the time, but dealt with quickly. It does not require long periods of focus

Desktop/laptop as media gateway - entertainment , news, social media hub

Tablet/phone for more spur of the moment reference and messaging

% of overall time spent on each media / activity / device

Lucy

Number of visits* by media / device

35

visi

ts

28

visi

ts

20

visi

ts

7.6 secs 22.1 secs 25.4 secs 18.7 secs

Avg. dwell time per visit:

80

visi

ts

% of overall time spent on each media / activity / device

Callum

Number of visits* by media / device

6 vi

sits

23.5 secs 10.1 secs 55 secs

Avg. dwell time per visit:

27

visi

ts

23

visi

ts

Typical pattern is multiple device/platform use, with newsbrands and streamed TV/video gaining most attention

However, when “on a mission”, researching new tablet via laptop, another Tech Rich had lowest number of visits overall

Recognition that newspaper /written content demands more concentration, whatever the device. Will sometimes take to another, non-tech room, eg kitchen

Eye tracking key findings

TV often a constant, but not constantly viewedInteresting audio content prompts attentionAppointment to view (irrespective of screen used) more immersive

Newsbrands typically primary source of attentionRequire concentration, irrespective of platform

Habitual presence and checking, for reassurance, information and keeping in touch – but not universal, and very short dwell times

Laptop/desktops typically primary focus of attention. Used for activities that require more concentration – videos, newsbrands, shopping, banking

Tablets offer both immediate reference point and better viewing/reading experience than smartphone

• Time spent = complex notion

• Content is the overarching driver of attention

• Context drives choice of device and determines which receives primary attention

Eye tracking key findings

TGI ClickstreamUsing Tech Types in Context

2+hrs/day onlineFive Tech Types

Price Pragma-tist

Quality Seekers TV Worshipper Social Addicts Tech Rich

24%

39%42%

55%

50%

Online ActivitiesFive Tech Types

• Study work

• Learning languages

• Paid for films, series, documentaries (viewing/downloading)

• Viewing /downloading free films, series, documentaries

• Listening/downloading paid for music

• Checking stocks, shares, investments

• Researching family history

• Donating money to charity

• Making travel/holiday plans

• Accessing government services

• Fantasy sports

• Online gambling

• Viewing classified ads

• Researching information on fashion/beauty

• Downloading ring tones/wallpaper for you mob phone

• Researching family history

• Learning languages

• Using e-mail

• Sending text messages

• Comparing prices

• TV programmes (visiting websites)

• Updates via RSS feeds

• Renting DVDs

• Listening/downloading paid for music

• Playing paid for games

= Learning languages = Researching family history = Listening/downloading paid for music