Pauline Robson MediaCom @ MediaCom Engage 25 4-13
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Pauline Robson MediaCom @ MediaCom Engage 25 4-13

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Real World Britain

Real World Britain
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  • I’m really excited to introduce Real World Britain to you today.Real World Britain is our latest insight offering – a panel of 36 video bloggers who are regularly blogging for us on a number of tasks that we set for them. Real World Britain allow us regular access to the homes of people up and down the country who will be telling us what they are thinking, feeling and doing so that we can feed this insight into the work that we do for you, our clients.We’ll be sharing some of these findings with you today as well an introducing you to a few of our fabulous bloggers.Alongside the RWB tasks, we’ve also carried out some quantitative research amongst a nationally representative sample of 1000 to underpin our bloggers insights with robust quantitative data.
  • With a powerful computer in the pockets of one in two people, unsurprisingly m-commerce is a reality and is growing rapidlymobile is being seemlessly integrated into the purchase process – in many cases shortening it significantly22% of our sample had bought something via a mobile website or retailer app. And for many people this way of buying is becoming the norm. A couple of our respondents spoke of how they used their mobiles to shop rather than their main laptop.
  • And even if people are buying using their mobile, they are certainly using it during their purchase journey - 42% of people in our research said they had used their mobile at some point in a purchase journey. This could be either by scanning a bar code to compare prices, using mobile search or reading product reviews whilst shopping
  • M-commerce is making purchase journeys shorter and making impulse shopping even easier.15% of people have bought something on impulse using mobile.One of our bloggers was at a conference, talking about Belvita biscuits to someone – she decided she really wanted some and bought them there and then using the Amazon app on her mobile.
  • And impulses are heightened whilst under the influence of alcohol - 14% of people have bought online or via a mobile whilst drunk These are some of the things that our respondents admitted to buying.Expensive shoes, music and dvds and one person even admitted to buying a treadmill – must have been a new year’s eve purchase!
  • It’s worth point out here that m-commerce and t-commerce (ie tablet commerce) are not the same.Nearly 50% of tablet users don’t take their tablet out of the homeThe tablet user experience is a very different experience from the mobile one – with tablets bridging the divide between touch phones and laptops – and needing to be seen as such.
  • So mobile is playing a hugely important role in the purchase journey and beginning to change the way people shop.It’s also changing the way that people view TV.
  • So mobile is playing a hugely important role in the purchase journey and beginning to change the way people shop.It’s also changing the way that people view TV.

Pauline Robson MediaCom @ MediaCom Engage 25 4-13 Presentation Transcript

  • 1. THEMULTISCREENERS
  • 2. FLUID DEVICES1 THE INDISPENSABLEROLE OF MOBILE2IMMERSIVE TV3TV KEEPS PEOPLE4
  • 3. THE INDISPENSABLEROLE OF MOBILE1
  • 4. 22%BOUGHT VIA MOBILEWEBSITE / RETAILER APPSource: MediaCom Real World InsightM-COMMERCE IS A REALITYAND GROWING
  • 5. 42%HAVE USED THEIRMOBILE AT SOME POINTIN A PURCHASEJOURNEYSource: MediaCom Real World Insight
  • 6. 15%BOUGHT ON IMPULSEVIA MOBILEMOBILE IS MAKING IMPULSESHOPPING EVEN EASIER
  • 7. 14%BOUGHT ONLINE / VIAMOBILE WHILST DRUNKSource: MediaCom Real World Insight
  • 8. 50%DON‟T TAKE THEIR TABLETOUT OF THE HOMESource: GroupM Tablet ResearchT-COMMERCE AND M-COMMERCE ARE NOT THESAME
  • 9. FLUID DEVICES2
  • 10. WE SEE THAT DIFFERENTSCREENS PLAY DIFFERENTROLES IN PEOPLE‟S LIVESPre-recorded contentoffers the opportunity forpeople to connect withtheir personal interestsand retreat to their ownspaceMulti-tasking is becomingless dis-jointed. Peopleare using twitter on theirlaptop/phone whilstwatching TV to engagewith the programmerather than using it toswitch attention at lowengagement points.(Source: Real World Britain, 2013)“When its live thenobviously no-one hasseen it yet, no-one knowswhat’s going tohappen, everyone isgiving their opinions andit’s really dramatic."Aife, 17, Shropshire
  • 11. THE SAGETHE JESTERTHE LOVERTHEEXPLORER„ARCHETYPES‟ CAN HELPTO UNPICK THE ROLES OFTHESE SCREENSMicrosoft 2011
  • 12. BUT OUR RESEARCHHAS REVEALED THATUSAGE IS ACTUALLYVERY FLUID ACROSSDIFFERENT CONTEXTS
  • 13. IMMERSIVE TV3
  • 14. „PLAYING ALONG‟ IS NOWBECOMING AN INTEGRALPART OF WATCHING TVThe Million Pound Drop appreally enhances yourenjoyment…you always shout atthe TV ‘Oh my god I could havegot that right!’ and know is yourchance to prove it!
  • 15. 1 IN 5 HAVE USED ASYNCHRONOUS APPWHILST WATCHING TV Of those, 78% believe smartdevices are the best way toengage with TV shows(Red Bee Media, 2012)
  • 16. “Whilst I‟m watchingNigellissima I‟ll have the laptopor iPad on my knee, looking uprecipes and potentiallytweaking my grocery shoppingonline”Ali, 33, Shropshire
  • 17. TV KEEPS PEOPLE„TOGETHER‟4
  • 18. PREDICTION:1 in 10 household will watch TV ontwo or more screens, simultaneously andwithin the same room(Deloitte, 2012)Partners and children are morelikely to keep a TV viewer companyif they can multi-screen – whereaspreviously they might not havestayed in the same room
  • 19. WE‟RE ALREADY SEEINGEVIDENCE OF THIS WITH OURRWB BLOGGERSFemi’s family TV Femi’s (very large!)desktop monitorFemi’s iPadI might have loads of people round who don’t want to watch football, sosometimes what I do is just watch the football on the computer screen andthey’re watching a family programme or DVD on the TV…I use my iPad to keep upwith TwitterFemi, 31, Middlesex
  • 20. BUT ARE WE „ALONETOGETHER‟?Professor Sherry Turkle
  • 21. SO, 4 QUESTIONSTO CONSIDER:
  • 22. HOW IS MOBILE BEING USED ALONG THEPURCHASE JOURNEY FOR YOUR PRODUCTS?DO YOU UNDERSTAND THE „FLUIDITY‟ INWHICH PEOPLE ARE INTERACTING WITHYOUR BRAND IN DIFFERENT SCREENCONTEXTS?HOW ARE YOU TAKING ADVANTAGE OFOPPORTUNITIES TO INTERACT ACROSSMULTIPLE SCREENS?HOW ARE YOU BRINGING PEOPLE TOGETHER
  • 23. THANKS FORLISTENING