Abstract:
AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada who own computers, tablets and smartphones. Shapley analysis, a solution borrowed from Game Theory, was deployed to quantify the relative value of each screen through measuring how each enhances or degrades the overall consumer experience. Learn how and why people transition between devices for different types of content and the impact of advertising in a multi- screen context. The results will give marketers and content creators clear direction for communicating to consumers across these devices and within specific content genres.
Research Papers
The new multi-screen world
Catalogue: Latin America 2014: Accelerating Growth
Authors: Gonzalo Barbieri, Daniel Finder
Company: Ipsos MRBI
April 4, 2014
Research Papers
The fascinating and frightening multiscreen consumer
Catalogue: Latin America 2015: Carnival of Insights
Authors: Flávio Ferrari, Vanessa Mathias
Company: Ipsos MRBI
June 15, 2015
Videos
Multi-device, multi-purpose, one connected consumer
Catalogue: Digital Dimensions 2014: (Online + Big Data + Social Media + Mobile) Research
Authors: Andrew Consky, Maureen Dawson
 
June 15, 2014
