Millward Brown AdReaction: Brands Need Greater Cross-screen Integration of Marketing Strategies

HONG KONG, Aug. 27, 2014 /PRNewswire/ -- Hong Kong consumers who have mobile devices such as a smartphone and tablet spend an average of seven and a half hours each day viewing screens including TV and laptops, according to the AdReaction 2014 research report released by Millward Brown. The report examined multiscreen use and behavior across 32 countries and explored consumer receptivity to advertising on TV, smartphones, laptops and tablets. Marketers can use the research results to plan and integrate their media plans in order to leverage the advantages of each platform and drive brand growth.

"Although we intuitively know that people are spending more and more time on different screens and devices, there is still the need to better understand consumer behaviors to provide marketing decision-makers with the best advice on media investment optimization," said Sonia Liang, Millward Brown Media and Digital Director for Hong Kong and Taiwan. "One of the most interesting findings of this research is that among this group of consumers with mobile devices such as smartphone and tablet, the smartphone has become the screen on which they spend the longest time on, every day, and in every country in the world."

In Hong Kong, local consumers are leading the world in multiscreen use, spending an average of more than seven and a half hours on screens including TV, smartphone, laptop and tablet, half an hour longer than the global average, according to the report. Smartphone, as the primary screen, takes up more than two and a half hours daily, and is actively used in the evenings as well as in the daytime, whilst laptop and TV take center stage in the evenings.

Liang continued "Hong Kong continues to sophisticate at break-neck speeds, punctuated by the ever-changing media consumption landscape.  It really comes as no surprise that consumers here utilize multiple screens more than anywhere else in the world."

A proportion of consumers utilize their smart phones and tablets while watching TV, "to fill time during ad breaks" (37%) and "to have some background sound at home" (34%). A number also say they "go online for TV-show-related searches" (16%). Interestingly, more in Hong Kong (32%) cite "TV programming is not interesting enough to hold attention" compared with the rest of the world (29%).

The results from AdReaction highlight the increasing opportunities to speak to consumers and to build communications in the manner that provides the best opportunity and environment to have the conversation.  Liang added, "We know from our CrossMedia Research™ that integrated marketing communications synergize channels to enhance brand impact. The key for marketers is leveraging the right moments for each channel and, critically, leveraging the channel cross-over to maximize brand experience."  

Liang warns that managing consistency with focus is critical to build successful marketing communications. "A more cluttered media environment today means marketers have to pay ever more attention to the balance of the opportunities for conversation, yet remain strong and consistent in focus," she says. Our choice of communication channels must reflect the aim of the marketing objective. A multi-channel "spray-and-pray" strategy, without message consistency, simply won't work well, especially with the growing number of distractions faced by the consumer today."

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About AdReaction 2014

For AdReaction 2014 Millward Brown surveyed, via smartphone or tablet, more than 12,000 16-44 year old multiscreen users across 32 countries. Multiscreen users were defined as people who own, or have access to, a TV and a smartphone and/or a tablet. 

Countries and regions in the study across Asia-Pacific include Australia, Mainland China, Hong Kong, India, Indonesia, Japan, Philippines, South Korea, Taiwan, Thailand, and Vietnam. The research in Hong Kong and Taiwan was commissioned by Yahoo!

The study addresses key questions facing marketers, including:

1. What is the marketing opportunity in the multiscreen world?
2. What role does each screen play in a media plan and how receptive are consumers to advertising by screen? 
3. What are the best practices for deploying multiscreen advertising to drive brand growth?

If you are interested in more detailed findings, please contact your local Millward Brown Office. 

AdReaction studies have been conducted since 2001, delivering insights on consumers' perceptions of advertising, particularly digital formats.

About Millward Brown

Millward Brown is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Specialist global practices include Millward Brown Digital (a leader in digital effectiveness and intelligence), Firefly Millward Brown (our global qualitative network), a Neuroscience Practice (using neuroscience to optimize the value of traditional research techniques), and Millward Brown Vermeer(a strategy consultancy helping companies maximize financial returns on brand and marketing investments). Millward Brown operates in more than 55 countries and is part of Kantar, WPP's data investment management division. Learn more at www.millwardbrown.com