driving discovery and sharing

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Dubit Driving Discovery And Sharing Digital Kids Summit – September 2015

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Page 1: Driving Discovery and Sharing

Dubit

Driving Discovery

AndSharing

Digital Kids Summit – September 2015

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Knock, knock.

Who’s There?

Kids Digital Entertainment.

Kids Digital Entertainment Who?

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Exactly.

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Content may be King, but…

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…Discovery is the keys to the Kingdom.

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Water, Water EverywhereDespite ubiquitous content,

across age groups, kids often/sometimes get

frustrated trying to find something to watch

>60%

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4 Trends Affecting Content Discovery

Fragmentation (content)& Concentration (device)

“De-scheduling”

Rise of social

Lowered barriersto content creation

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Knowledge is Power

How do content creators / IP owners know what kids want?

How do marketers / media buyers know how to engage an audience?

Dubit Trending:4x/year survey of 1000 families each in the US, UK and one other country

Every wave

Q1 2015 Q2 2015

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16.115.6

12.2

13.4

12.212.9

11.0 10.7

9.2 9.49.1 9.28.2 7.98.0 8.2

9.1 8.98.2 8.2

0

5

10

15

20

Wave 1 Wave 2

Watching television Using a tablet Using a Smartphone Using a Games Console Using a Portable ConsoleUsing PC/Laptop Video from PVR/DVR/TiVo Video from DVD/Blu Ray Listen to radio Child Tablet

Share of time: Hours per week (Total sample)

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10.59.8

9.38.7 8.6 8.6

8.3 8.6

7.67.3 7.5

7.26.5 6.6

5.1

10.39.7 9.4

8.6 8.6 8.5 8.5 8.4

7.6 7.57.1

7.5

6.5 6.4

5.4

W1 2015 W2 2015

Preferred types of entertainment: 2-15

B-Q16. Please rank these different types of entertainment in order starting with the one you enjoy the most? (Base 1000 US) Mean score (out of 15)

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18%

44%

17%

52%

29% 25% 28% 25%13%

25%

9%

13%

9%

12%

11%9% 10% 11%

7%

10%

28%

13%

10%

13%

14%16% 12% 13%

6%

7%

36%11%

17%

15%

23%22% 20% 22%

5%

7%

7%

8%

15%

8%

13% 16% 15% 9%

37% 6%

8%

6%

10%

8%

8% 9%7%

7%

12%

7%

5%

5%

4%

4%

4% 4%4%

4%4%

5%

11%

10%

6%

5%

7% 6%7%

4%3%

5%

4%

3%

5%

4%

5% 5%6%

4%4%

3%

16%

16%

40%

10%14% 12% 15%

15%

6%

20%

5%

5% 4% 5%4% 4% 4%

3%

4% 4%

10%

3% 3% 3%2% 3% 2%

3%

2% 4%

4%

4% 3% 3%3% 3% 3%

3%

3% 3%

5%

11% 6% 3%5% 6% 4%

4%

4% 3%

Theme Park Attraction Live Event Music A board game A toyA magazine A book An app that isn’t a game As an gaming app As a video/computer gameAs a movie Watch on DVD Watch online Watch on a TV show

Cross platform: Top 10 properties

B-Q14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base 1000 US)

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46%

42%

27%25%

20%18% 17%

14% 14%11% 11% 10% 9% 8% 7% 6%

4% 4% 4%

0%

10%

20%

30%

40%

50%

60%

C-Q3. Thinking about how you first hear about a new app or show on television, where are you most likely to hear about it? (Base 1000 US)

Hearing about new entertainment: Total

TV ads Throughfriends

Through parents

Throughonline ads

Throughsocial media

In app ads Throughsiblings

At the movie theater

Online video

platforms

In magazines

Blogs/ forums

Through other adults

Other websites

Through mobile

ads

Viral videos

Through outdoor adverts

On the radio

Traditional media

Word of mouth

Online media

Social

+10%+2%

+34%

+17%

+32%

+36%+ 5%

+22%+27%

-23%

+ 6%

- 5%+11%

+25% +15%+24%

+31%

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Hearing about new entertainment: By Age

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How Often do you Share with Friends?

15

Inside Circle:Early Adopters

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43%39% 39%

16%13% 12% 12% 10%

8% 7% 6% 5%

0%

10%

20%

30%

40%

50%

60%

C-Q5. Where or how have you told your friends about entertainment you enjoy? (Base 1000 US)

Platforms for talking about new entertainment:

Through Facebook

Through Instagram

Lending to a friend

Sharing YouTube

link

Blogs/ forumsOwn blogFace-to-face outside school

Traditional media

Word of mouth

Online media

Social

Face-to-face inside school

Sending link to online article

Through other social

media

Through Twitter

Throughtext

message

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Innovators and Early Adopters

CapturingInnovators

ConvertingEarly

Adopters

Early toMass Long Term Sustainability

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Reaching Consumers: Tools and Motivations

Group Motviation Tools in 1995 Tools in 2015

Innovators / Early adopters

Closed communityRisk takers

Social influence

Specialist magazinesLocal influencers

CommunitiesFeedback forums

Early majorityOpen social

See themselves as innovators

Face to facePlayground

ClubsCelebrity

Social mediaFace to face

ViralsCelebrity (has changed)

Mid-late majority Being part of the crowd TVRetail

TVRetail Digital

Long-termsustainability

FandomUtility

Relevance

New contentTV

Consumer marketing

New contentSocial media

Consumer engagement

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