Multiscreen types: Deniers, Selective, Intuitive & Insatiable

In a recent study of 1029 German online users between the ages of 14 and 59, the media agency Initiative identified four types in this respect: Deniers, Selectives, Intuitives and Insatiables. The four groups differ in terms of motivation, intensity and type of use of their second screen. According to the study, 68% of online users use other devices such as a laptop, smartphone or tablet while watching TV. Although the majority (75%) spend less than half of their TV time in front of other screens at the same time, 25% of study participants state that they use other screens for more than half of their TV time. The most popular device is the laptop, used by 42% of online users (62% of device owners), followed by the smartphone with 36% (64%), the PC with 21% (37%) and the tablet with 13% (62%). In detail, the study now identifies three multiscreen user types as well as the group of deniers. The refuseniks are online users who are equipped with appropriate second-screen devices but deliberately avoid using TV in parallel. These consumers are generally between 40 and 59 years old and have a medium income. They generally use media less frequently and, when they do use media, want to concentrate on just one medium. 21% of those surveyed are among the refuseniks.

The insatiable, on the other hand, are the most active multiscreeners. However, at 8%, they also make up the smallest survey group. This segment consists primarily of men between the ages of 20 and 39, who are generally very media-savvy. Over half of these consumers (52%) state that they use another device at the same time for at least 40% of their TV viewing time. Many insatiable consumers (60%) even use two or more devices in parallel to the TV during a TV hour. The preferred second device is the smartphone. A closer look at the insatiable shows that many of their parallel activities are TV-related. Almost one in two of this group uses the second screen to find out about TV programs, and one in three also discusses and posts about them. In addition, around a third have already found out about offers from TV advertising or even bought advertised products on their second device. Intuitive users (33% of study participants) are also very active media users. This also applies to the parallel use of TV and other digital devices. 61% of this study group state that they use other screens for at least 30% of their TV time - primarily laptops and smartphones. For consumers in this group, the second screen is particularly relevant for scripted reality and casting formats, but also during commercial breaks. In terms of parallel activities, communication and information (36% each) are ahead of entertainment (28%). In contrast to the Insatiables, the Intuitives are more reserved when it comes to TV-related activities. In terms of demographics, the Intuitives tend to be younger (14-39 years), and women and men are represented in roughly equal numbers.

The largest segment is made up of selective users (37% of study participants). When watching TV, they concentrate on the TV program and only rarely use another device at the same time. Around half of this study group stated that they use a second screen at the same time for a maximum of 20 percent of their TV viewing time. The laptop is the preferred device for second screening. Selective viewers usually only use a second device when they are watching TV programs that are less relevant to them personally (e.g. when watching TV with children) or during commercial breaks. The second screen is then mainly used to communicate with friends or family. The majority of selective viewers are between 30 and 59 years old and have a medium to high income.

Clemens Koob