六种常见的多屏用户类型[2014]

Digital Dynamos （数字狂人）和 Mega Multi screeners （超级多屏者）对于广告的接受度最高，然而，他们只占左右多屏用户的14%。大部分品牌仍然需要与Couch Chatter（边看电视边社交聊天者）和Phonistas（手机狂热者）维系互动。Passivists （被动互动者） (42%)占比最大，但同时也最难与之互动。

备注：

Digital Dynamos…

…are passionate about all of their digital devices. They can be reached via all kinds of digital and interactive marketing and actively move across devices to follow up on what interests them；High use of laptop, smartphone AND tablet； More positive towards ads, especially digital； Mixed demos；More common in China, Indonesia, Philippines and Vietnam；

MEGA MULTISCREENERS…

…watches a lot of TV, but are active across all media. They enjoy engaging across different media and finding ways to follow up on what they have seen on TV. Fewer teenagers; More common in U.S., Brazil, Russia and South Korea  

COUCH CHATTERS…

…Despite high TV use, the TV is not grabbing all their attention. This group is spending time doing other things while the TV is on, such as catching up with friends on social media. They are more likely to notice ads with Facebook and mobile app links. More female; More common in Kenya, Nigeria U.S., UK and Germany  

PHONISTAS…

…uses smartphones more than any other media. This is a younger, more female group who use their phones to keep up with friends socially, but they are also positive towards brands that link TV and mobile. Younger females. More common in Kenya, Nigeria, Saudi Arabia, Argentina and India.

LAPTOPERATI…

…A more male group that makes the most use of their laptops/PCs. They are not receptive to advertising in general, but may notice ads more that have links to a brand’s website, where they are more likely to share brand videos with friends. More men; Most common in Russia, but also Vietnam, Saudi Arabia, Brazil and China  

PASSIVISTS…

…This large group have very low overall screen media use and are therefore particularly difficult to target. They are not digitally minded and are unlikely to be reached via any screen other than TV. They may be easier to target via offline media (print, outdoor, radio). A helpful reminder that screens don’t operate in isolation. Over 35, slightly more men；More common in France, Italy, Germany and Canada.