tech nation eye tracking
DESCRIPTION
Tech Nation eye trackingTRANSCRIPT
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
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