•

•

•

•

49%51%

Male

Female

s1 -- What is your gender? (Base(excluding: prefer not to answer)=1,019);

s2 -- Which year were you born? (Base All respondents=1,019);

•

Gender Generation

77%

68%

34%

8%

8%

5%

Laptop/desktop computer

Smartphone

Tablet

Wearable device

IoT Devices

Digital displays

Devices used to engage with content

q1 -- What devices do you currently use most to look at/engage with content (media articles, videos, social media posts, message boards, emails, websites, etc.)?? (Base All respondents=1,019);

q5_a -- Smartphone: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Smartphone users=691);

q5_b -- Laptop/desktop computer: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Laptop/Desktop computer users=784);

q5_c -- Tablet: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Tablet users=348);

q5_d -- Wearable device: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Wearable device users=83);

q5_e -- IoT Devices: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base IoT device users=80);

q5_f -- Digital Displays: Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below. (Base Digital display users=47);

3,24

2,93

1,81

1,76

1,14

0,81

Laptop/desktop computer

Smartphone

Tablet

Wearable device

IoT Devices

Digital displays

Average device usage per hour/day

27%

37%

21%

11%

3%

2%

Average device usage per hour/day (For all devices)

0 to less than3 hours

3 to less than6 hours

6 to less than10 hours

10 to less than16 hours

16 to less than20 hours

20 to 24 hours

•

17%

35%

26%

13%

9%

Constantly

Frequently

Sometimes

Rarely

Never

More than one device at a time

q2 -- How often do you use more than one device at a time (e.g., watching TV and checking social media on your phone)? (Base All respondents=1,019);

q3r -- How many devices do you typically use at one time? (Base All respondents=1,019);

q4 -- When you think about how you feel while using multiple devices at the same time, which most often best describes your feelings? (Base All respondents=1,019);

Feelings-When using more than

one device at the same time(Net-positive feelings=79%)

(Net-negative feelings=21%)

Feelings when using

more than one device

at the same time

POSITIVE:

Connected 21%

Relaxed 18%

Entertained 14%

Focused 12%

Productive 8%

Happy 7%

NEGATIVE:

Distracted 12%

Unproductive 4%

Bored 3%

Frantic 1%

Ashamed 1%

•

•

25%

67%

6%

1%

0%

0%

1

2

3

4

5

6 or more

Number of devices used at one time

•

22%

24%

18%

13%

12%

11%

18%

18%

17%

16%

15%

15%

18%

15%

20%

18%

15%

14%

15%

17%

17%

18%

17%

16%

13%

15%

16%

19%

20%

18%

13%

12%

12%

15%

22%

27%

Wearable device

A home entertainment streaming device

Connected home devices/appliances

Smart speakers/home assistants

Digital displays

Connected car dashboards

Device usage expected the most in the next five years

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6

q6 -- Of the devices below, which do you expect to use the most in the next five years? (Base All respondents=1,019); Connected car dashboards, Home entertainment streaming devices, Smart speakers/home assistance, Connected home devices/appliances,

Wearable devices, Digital displays

59%

56%

55%

48%

42%

40%

•

•

•

52%

51%

33%

22%

19%

16%

15%

12%

7%

4%

Checking out the product in a store

The brand's website

Reviews from peers, family, etc.

Social networking sites

Online blogs, forums, news

Video channels

Emails from a brand

The brand's mobile app

Digital displays in a store

Brand's online chat functionality

q7 -- When researching an item to purchase, what resources below do you use most to get information? (Base All respondents=1,019);

q8 -- When purchasing an item, which channels do you use the most? (Base All respondents=1,019);

q9 -- Which channels do you use the most to interact with a brand after you've made a purchase? (Base All respondents=1,019);

44%

40%

24%

18%

13%

13%

9%

8%

7%

6%

A brand's website

In store

Email from a brand

Social networking sites

Over the phone

A brand's mobile app

Online blogs, forums, news

Brand's online chat…

Brand's blog

Video channels

Resources used when researching

an item to purchase

Channels used when

purchasing an item

Channels used to interact

with a brand after purchase

57%

54%

35%

23%

1%

Reviews

Price comparisons orshopper helper sites

Online coupons oroffers

Videos showcasingthe product

Other

Information used on your smartphone to inform purchase

decision

•

q10 -- Have you used a smartphone or another connected device (i.e., smartwatch, in-store screen) while in a brick-and-mortar store to inform your purchase decision? (Base All respondents=1,019);

q11 -- What information did you use on your smartphone to inform your purchase decision? (Base Used smartphone/connected device=521);

Used smartphone/connected

device in a brick-and-mortar store

to inform purchase decision

51%

q12 -- When you are viewing content on any device and encountered the below problem, what would you do? (Base All respondents=1,019); Content is not displaying well on the current device, Content is too long, Content takes too long to load, I have trouble

interacting with the content on the device, The content/images won't load

45%

44%

44%

42%

36%

21%

32%

29%

36%

43%

34%

24%

27%

22%

21%

Content is too long

The content/images won't load

Content takes too long to load

I have trouble interacting with the content onthe device (e.g., links and buttons don't

work)

Content not displaying well on current device

Stop all together Switch to a different device Unchanged

•

q13 -- When thinking about content, please rank each of the following in terms of importance to you personally? (Base All respondents=1,019); Content that is accurate, Content that is informative, Content that is simple,

Content that is entertaining, Content that I can interact with, Content that is beautifully designed

35%

22%

24%

10%

6%

3%

26%

31%

21%

11%

7%

5%

18%

23%

25%

13%

14%

7%

11%

12%

16%

20%

21%

21%

8%

8%

8%

23%

22%

31%

3%

4%

6%

23%

30%

33%

Content that is accurate

Content that is informative

Content that is simple

Content that is entertaining

Content I can interact with

Content that is beautifullydesigned

Content characteristics - Ranked in terms of importance

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6

•

79%

76%

69%

34%

27%

15%

q14 -- How often do you share content online (e.g., on social media posts, blogs, videos, news, articles, etc.)? (Base All respondents=1,019);

•

46%

At least weekly

20%

At least daily

3%

17%

19%

7%

8%

4%

21%

20%

Every hour

Daily

Several times a week

Once a week

Several times a month

Once a month

Occasionally throughoutthe year

I never share contentonline

How often is content shared online

54%

40%

27%

25%

24%

19%

14%

12%

10%

10%

50%

36%

25%

25%

11%

8%

7%

12%

14%

6%

Content from a family member or friend

Content from an online news source

Content from a company whose products youbuy

Content from a traditional broadcast medianetwork

Content from a YouTube or social mediacelebrity

Content from a traditional entertainmentcelebrity

Content from an online blog

Content from an elected government official

Content from an academic

Content from a company whose products youdon't buy

Content types - trusted & shared

q15 -- Which of the following types of content are you most likely to share? (Base Shared content=811);

q16 -- Please indicate which of the following types of content you trust the most, independent of who originally created it. (Base All respondents=1,019);

q16a -- Considering how widespread misinformation and hoaxes are today, how careful you are now - when sharing some information - compared to 5 years ago? (Base All respondents=1,019);

49%

31%

19%

1%

1%

A lot more careful

A little more careful

No changes

A little less careful

A lot less careful

Degree of care when sharing information, compared to 5 years ago

2%19%

79%

Less careful No changes More careful

•

•

q18 -- When you think about content from brands, which of the following is most annoying? (Base All respondents=1,019);

q19 -- Would any of the annoying situations mentioned in the last question prevent you from purchasing a product (e.g., content that isn't relevant, too personalized, not optimized, etc.)? (Base All respondents=1,019);

48%

38%

34%

29%

26%

25%

22%

1%

Content that is too wordy/poorlywritten

Content that isn't relevant to me or mysituation

Content that I've seen before/contentthat is old or stale

Content that's too personalized whereit is creepy

Content that is poorly designed

Content without video or images

Content that isn't optimized for mydevice

Other

Most annoying about content from brands

Too much multimedia, Spelling/grammar

mistakes, Targeted ads, Everything

•

•

75%

Would annoying situations

prevent product purchase?

28%

27%

25%

25%

40%

Demographic information

Behavioral information

Geographic location

Personal information

I'm not comfortable sharing any

Comfortable sharing information with brands to improve the recommendations68%

49%

46%

44%

37%

36%

33%

32%

It displays well on the deviceI'm using

The content layout and imageryis beautiful

I can view it across multipledevices

Receiving content from brandsthat is timely and relevant

The content is personalized toyou as an individual

I can interact with it

The content uses new andinteresting techniques

I can share it with others

Importance of characteristics for generating a positive experience

q17 -- When you think about content from brands, rank how important each of the following is in giving you a positive experience. (Base All respondents=1,019); Receiving content from brands that is timely and relevant

The content layout and imagery is beautiful, The content is personalized to you as an individual, It displays well on the device I’m using, I can view it across multiple devices, I can share it with others, I can interact with it

The content uses new and interesting techniques;

q20 -- Which of the following pieces of information - if any - are you comfortable sharing about yourself to improve the recommendations you see? (Base All respondents=1,019);

•

•

36%

34%

33%

31%

31%

14%

9%

The content gave me anincentive

The content was informative,not promotional

The content was funny and itmade the brand more relatable

The content seemedauthentic/genuine

The content was raisingawareness for a good cause

The content was personalizedto my interests, location, etc.

The content was polished, welldesigned

Main reasons to share content

29%

30%

30%

10%2%

Frequency of content from brands shared online

Constantly

Frequently

Sometimes

Rarely

Never

q21 -- How often do you share content online from brands (on social media posts, blog articles, videos, etc.)? (Base All respondents=1,019);

q22 -- You said you share content from brands. What are the main reasons that motivate you to share? (Base Share content from brands=728);

q23 -- What makes content from brands valuable to you? (Base All respondents=1,019);

47%

34%

33%

30%

17%

13%

3%

It provides me information/tips onusing the product or service

It helps me select betweenproducts/services I'm considering

It makes me aware of aservice/product I wasn't familiar with

It shows me how actual users areusing the product/service

It gives me an additional incentiveto purchase

It reminds me of a purchase I needto make

Other

Why is content from brands valuable

•

•

33%

39%

28%

Importance of the brand content automatically

adjusting based on your current activity/location

Low importance

Mid Importance

High importance

43%

32%

27%

17%

10%

8%

I made a purchase

I haven't taken any actionsin the past year as a result

of brand content

I shared the content with myfamily/friends

I subscribed to an email list

I shared the content with mywork colleagues/peers

I became a brand advocate

Actions taken as a result of valuable content from brands

q24 -- In the past year, what action have you taken the most as a result of content from brands that you found valuable? (Base: All respondents=1,019);

q25 -- How important is it for the brand content you engage with to automatically adjust based on your current activity or location? (Base: All respondents=1,019);

q26 -- What would you most likely do if the content wasn't contextually relevant (i.e., isn't mapped to time, location, activity)? (Base: Mid to high importance=681);

•

•

•

31%

23%

22%

15%

9%

I'm less likely to make apurchase

I'm less likely torecommend the brand to

others

My loyalty in the brandwould decrease

I'd stop paying attention tothe content I see from the

brand

I'd stop using the brand alltogether

Potential actions if the content is not contextually relevant