pauline robson mediacom @ mediacom engage 25 4-13
DESCRIPTION
Real World Britain MultiscreenersTRANSCRIPT
THE MULTISCREENERS
FLUID DEVICES
1 THE INDISPENSABLE ROLE OF MOBILE
2
IMMERSIVE TV3
TV KEEPS PEOPLE TOGETHER
4
THE INDISPENSABLE ROLE OF MOBILE
1
22%
BOUGHT VIA MOBILE WEBSITE / RETAILER APP
Source: MediaCom Real World Insight
M-COMMERCE IS A REALITY AND GROWING
42%
HAVE USED THEIR MOBILE AT SOME POINT
IN A PURCHASE JOURNEY
Source: MediaCom Real World Insight
15%
BOUGHT ON IMPULSE VIA MOBILE
MOBILE IS MAKING IMPULSE SHOPPING EVEN EASIER
14%
BOUGHT ONLINE / VIA MOBILE WHILST DRUNK
Source: MediaCom Real World Insight
50%
DON’T TAKE THEIR TABLET OUT OF THE HOME
Source: GroupM Tablet Research
T-COMMERCE AND M-COMMERCE ARE NOT THE SAME
FLUID DEVICES
2
WE SEE THAT DIFFERENT SCREENS PLAY DIFFERENT ROLES IN PEOPLE’S LIVES
Pre-recorded content offers the opportunity for people to connect with their personal interests and retreat to their own space
Multi-tasking is becoming less dis-jointed. People are using twitter on their laptop/phone whilst watching TV to engage with the programme rather than using it to switch attention at low engagement points.
(Source: Real World Britain, 2013)
“When its live then obviously no-one has seen it yet, no-one knows what’s going to happen, everyone is giving their opinions and it’s really dramatic." Aife, 17, Shropshire
THE SAGE
THE JESTER
THE LOVER
THE EXPLORER
‘ARCHETYPES’ CAN HELP TO UNPICK THE ROLES OF THESE SCREENS
Microsoft 2011
BUT OUR RESEARCH HAS REVEALED THAT USAGE IS ACTUALLY VERY FLUID ACROSS DIFFERENT CONTEXTS
IMMERSIVE TV
3
‘PLAYING ALONG’ IS NOW BECOMING AN INTEGRAL PART OF WATCHING TV
The Million Pound Drop app really enhances your
enjoyment…you always shout at the TV ‘Oh my god I could have got that right!’ and know is your chance to
prove it!
1 IN 5 HAVE USED A SYNCHRONOUS APP WHILST WATCHING TV Of those, 78% believe smart devices are the best way to engage with TV shows(Red Bee Media, 2012)
“Whilst I’m watching Nigellissima I’ll have the laptop or iPad on my knee, looking up recipes and potentially tweaking my grocery shopping online”Ali, 33, Shropshire
TV KEEPS PEOPLE ‘TOGETHER’
4
PREDICTION: 1 in 10 household will watch TV ontwo or more screens, simultaneously and within the same room (Deloitte, 2012)
Partners and children are more likely to keep a TV viewer company if they can multi-screen – whereas previously they might not have stayed in the same room(Screen Life Report – Thinkbox)
WE’RE ALREADY SEEING EVIDENCE OF THIS WITH OUR RWB BLOGGERS
Femi’s family TV Femi’s (very large!) desktop monitor
Femi’s iPad
I might have loads of people round who don’t want to watch football, so sometimes what I do is just watch the football on the computer
screen and they’re watching a family programme or DVD on the TV…I use my iPad to keep up with Twitter
Femi, 31, Middlesex
BUT ARE WE ‘ALONE TOGETHER’?
Professor Sherry Turkle
SO, 4 QUESTIONS TO CONSIDER:
HOW IS MOBILE BEING USED ALONG THE PURCHASE JOURNEY FOR YOUR PRODUCTS?
DO YOU UNDERSTAND THE ‘FLUIDITY’ IN WHICH PEOPLE ARE INTERACTING WITH YOUR BRAND IN DIFFERENT SCREEN CONTEXTS?
HOW ARE YOU TAKING ADVANTAGE OF OPPORTUNITIES TO INTERACT ACROSS MULTIPLE SCREENS?
HOW ARE YOU BRINGING PEOPLE TOGETHER THROUGH MULTIPLE SCREENS?
THANKS FOR LISTENING