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Stefena Broadbent PICNIC07
 

Stefena Broadbent PICNIC07

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    Stefena Broadbent PICNIC07 Stefena Broadbent PICNIC07 Presentation Transcript

    • Trends in Communication and Entertainment Stefana Broadbent User Adoption Lab Swisscom Innovations 27 September 2007 Why people hate to talk, love to write, dont’t skip the ads and still listen to the radio
    • 250 households visited each year Home interviews with more than 800 people each year
    • The data we collect Lifestyle, communication, social networks, usage of internet, TV, music
    • Disconnected data that points in the same direction
    • Written communication prevails IM More than 60% of all exchanges are in written form 22% email fix phone mobile phone sms 35% 20% 18% 5% Longitudinal Study 2006 Swisscom Innovations
    • Written channels are used as background to other activities Text allows users to discretely keep in touch while doing something else at home public transportation at school / university at work private transportation public space visiting someone others sms email mobile fix phone others 0% 20% 40% 60% 80% 100% Longitudinal Study 2006 Swisscom Innovations
    • People with digital video recorders never watch commercials, right? New York Times 16th February 2007 Add that to the list of urban myths.
    • People with digital video recorders never watch commercials, right? New York Times 16th February 2007 A lot of people with digital video recorders (DVRs) are not fast-forwarding and time-shifting as much as advertisers feared. According to new data released yesterday by the Nielsen Company , people who own still watch, on average, two-thirds of the ads.
    • People with digital video recorders never watch commercials, right? New York Times 16th February 2007 One big reason is that many people with DVRs still tune in to watch about half of their shows at the scheduled start time, meaning they must sit through commercials.
    • People with digital video recorders never watch commercials, right? New York Times 16th February 2007 Even when people watch recorded shows later, many are not fast-forwarding through the ads. On average, DVR owners watch 40% of commercials that they could skip over – Perhaps because they like ads, don’t mind them or simply can’t be bothered.
    • Online video substitutes TV, right ? Nielsen 17th July 2007 33% indicated that watching video over broadband internet increased their television viewing time... 13% indicated it decreased their traditional television viewing.
    • Concentrated viewing is short on TV and even shorter on the PC Study by Veronis Suhler Stevenson 2007 Consumers typically watch broadcast or cable TV at least 30 minutes per session, compared to the 5 to 7 minutes spent viewing video clips online .
    • Activities in front of the TV email phone work school work office sleeping play „ If I watch I watch“ PC work household reading eating talking 2,2% 3,4% 3,4% 5,6% 5,6% 6,7% 7,8% 10,1% 11,2% 11,2% 13,4% 19,1% TV Habits 2006 Swisscom Innovations
    • Local radio is dying, right ? Arbitron / Edison Media Research 19th April 2007
    • Less than 10% report less time listening to the radio due to time spent on MP3 player Arbitron / Edison Media Research 19th April 2007
    • Newspapers are dead, right ? Daily paid newspapers in Europe saw a 4% decrease over five years When free dailies are added, circulation increased 12% over five years World Association of Newspapers 2007
    • There is no substitution: everything is added More devices, more channels, more media
    • Everything is moving into the background
      • IM and email run in the background
      Music is background TV is being viewed in the background Daily Newspapers are read as background
    • The importance of routines
      • In psychology this mechanism is called creating a routine
        • making an activity or parts of the activity automatic so that attention can be directed onto something else
        • e.g. learning to type, to play the piano or drive
        • writing an sms while talking and walking
      • How do we usually move something into the background
        • less attention
        • less consciousness
      Attention is refocused on that activity when there is an unexpected change
    • Media routines
      • Users have many media routines:
        • the radio channel they always listen to while having breakfast
        • the news show they watch before going to bed
        • the web pages they skim through when hey arrive at work
        • the call to mother on Sunday morning
        • the SMS to say I‘m on my way
    • Bye Bye routines
      • The ICT industry is offering you more and more deliberate choices
        • VOD
        • HDD recorders
        • IPTV archives
        • personalised radio stations
        • podcasts, videocasts
        • VOIP
        • anything that gets ICT industry excited has to do with users deliberately choosing what to consume at any precise moment
    • Choose your shows
    • Teach your radio
    • Control your video
    • Choose your moment
    • Choose your layout
    • Users can only multitask if we don‘t ask for ALL their attention
      • Choosing kills routines and requires attention
      • Choosing moves the activity to the foreground
      • Choosing means comittment
      • Being in control means being focused
    • Personalisation: no thanks I have personalized a portal and use it frequently I have personalized a portal but use it infrequently I have personalize a portal but did not find it useful I have never tried to personalize a portal I did not realize you could personalize a portal 26% 17% 8% 37% 12% Forrester Research : Consumer Technographics North America Online Survey 2005