The document discusses the rise of multi-platform internet usage in the US. It notes that as of June 2013, over half (54%) of US internet users now use multiple platforms like desktop and mobile. It also discusses findings that over half of all digital media time now occurs on mobile platforms. The document then covers research by comScore finding that people choose to watch online video for convenience and not to avoid ads. It also notes that people who use more screens spend more total time on each screen.

1. @bryansegal
Bryan Segal
VP
Panel Discussion
“Multi-Screen Measurement & Strategy”
comScore
MODERATOR
Nirmala Bahall
Global Strategy Manager – Media
Innovation
Dell
@nbahall
Tara Hauser-Pope
Senior Connection Planner
The Coca-Cola Company
@thp_tam
Armin Huska
Chief Digital Officer
Mindshare
@arminhuska

2. © comScore, Inc. Proprietary. 2
As of April 2013, we have reached a point where we now have a ‘Multi-
Platform Majority’ among U.S. Internet users
46% 45% 42% 42% 40%
6% 6% 6% 6% 6%
48% 49% 52% 52% 54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013
Multi-Platform
Mobile Only
Desktop Only
Share of Total Digital Population by Platform Usage
Source: comScore Media Metrix Multi-Platform, U.S., Feb-2013 – Jul 2013

3. © comScore, Inc. Proprietary. 3Source: comScore Media Metrix Multi-Platform, June 2013
The Post-PC era begins: More than half of all digital media time in the
U.S. now occurs on mobile platforms.
49%
39%
12%
Desktop
Smartphone
Tablet

4. © comScore, Inc. Proprietary. 4
Online video allows convenient viewing of TV content and
is an incremental audience – it’s not about avoiding ads
7%
13%
25%
38%
57%
71%
Don’t subscribe to cable/don't have a TV
Prefer the online experience
Like to see past episodes
Less ads
Convenience
Missed episode on TV
comScore study sought to answer: why do viewers choose to watch TV
content online? NOT out of ad-avoidance
Main factor is convenience and time-shifting

5. © comScore, Inc. Proprietary. 5
4hr 19min 4hr 28min 5hr
6hr 7min
50 min
59 min
55 min51 min
40 min
47 min
TV Only TV + PC/Laptop
Only
TV + PC/Laptop +
Mobile Only
TV + PC/Laptop +
Mobile + Tablet
More Screens = More Time Spent on Every Device
Source: comScore Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and
PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all
4 screens.
Average Time Spent Per Day Following Olympics
4hr 19min
5hr 18min
6hr 50min
8hr 29min
TV
Only
TV +
PC/Lap
TV +
PC/Lap +
Mobile
TV +
PC/Lap +
Mobile +
Tablet
Tablet
Mobile
PC/Laptop
TV

6. © comScore, Inc. Proprietary. 6
Optimizing Integrated Multi-Screen Campaigns Report released by
Nielsen