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Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
Stuart connected home presentation 18 oct 2011
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Stuart connected home presentation 18 oct 2011

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  • 1. 1  
  • 2. There  are  a  huge  number  of  devices  and  all  sorts  of  connected  ac6vity  in  today’s  digital  home.      The  role  of  Essen6al  Research  is  to  understand  the  consumer  –  and  par6cularly  their  needs,  both  ra6onal  and  emo6onal,  their  a?tudes,  their  idiosyncrasies,  and  how  their  behaviour  is  affected  by  their  feelings  about  technology  and  the  circumstances  in  which  they  consume  it.     2  
  • 3. First  we  start  by  measuring  and  observing  what’s  happening  and  who’s  doing  what.      This  is  the  rela6vely  easy  bit,  but  it’s  important  because  so  much  received  wisdom  is  wrong,  so  many  strategies  are  based  on  an  inaccurate  assump6on  that  our  target  audience  will  do  the  same  sort  of  stuff  that  we  do  –  or  soon  will.      It’s  certainly  true  that  more  and  more  mainstream  audiences  are  embracing  digital  media  and  technology.      Our  own  tracking  data  give  us  a  snapshot  of  what  is  happening  in  an  average  week…   3  
  • 4. 4  
  • 5. 5  
  • 6. 6  
  • 7. 7  
  • 8. 8  
  • 9. 9  
  • 10. But  what  on  Earth  does  it  all  mean?    For  consumers?    For  you?    For  content  creators,  technology  manufacturers,  designers,  adver6sers?     10  
  • 11. There  are  a  thousand  themes  we  could  explore.  But  for  the  sake  of  brevity  I’m  going  to  focus  on  the  following  3  areas,  all  of  which  have  fascinated  me  and  many  of  my  colleagues  for  over  a  decade.       11  
  • 12. Let’s  start  with  counter-­‐convergence.  What  do  we  mean  by  this?     12  
  • 13. First  we  have  to  rewind  15  years  to  1996.  (Chris  Evans  R1  show,  Gazza’s  goal  vs  Scotland  in  Euro  96,  The  OJ  Simpson  trial,  and  the  divorce  of  Charles  &  Diana.)     13  
  • 14. Back  then,  you  may  have  had  these  devices  at  home  –  but  each  had  a  very  dis6nct  role.  We  had  a  clear  idea  about  the  purpose  of  each  type  of  device.       14  
  • 15. The  popular  percep6on  is  that  convergence  then  happened,  and  all  our  devices  morphed  into  one.      But  what  we’ve  seen  over  the  past  decade  and  more  is  that  while  technology  may  have  converged,  the  circumstances  in  which  it  is  consumed,  and  the  values  that  consumers  a_ach  (either  consciously  or  sub-­‐consciously)  to  different  screens  and  spaces  in  the  home,  mean  that  only  a  fool  would  try  to  deliver  exactly  the  same  experience  to  consumers  through  their  TV  screen,  their  PC  screen,  their  handheld  screen,  or  a  tablet  screen.       15  
  • 16. Rather,  successful  cross-­‐plaborm  thinking  means  understanding,  and  being  sympathe6c  to,  the  unique  values  of  the  different  types  of  screen  (or  consump6on  mode);  understanding  why  one  type  of  experience  works  well  on  one  screen,  while  a  different  type  of  experience  works  on  another.      This  ma_ers  hugely  for  content  creators  (whether  broadcasters,  publishers  or  adver6sers)  and  it  ma_ers  for  those  who  create  the  devices,  gateways  and  interfaces  through  which  the  content  is  consumed.  Yet  all  too  ofen  we  see  hideously  misconceived  concepts,  or  execu6ons  of  a  concept,  that  fail  to  take  account  of  these  fundamentals.           16  
  • 17. 17  
  • 18. We  could  talk  all  day  about  the  prac6cal  implica6ons  of  this.  But  for  now  I’ll  focus  on  two:      Behavioural  fragmenta6on  and  the  enduring  values  of  the  living  room  screen.     18  
  • 19. One  of  the  most  common  ques6ons  we  are  asked  is  ‘where  shall  we  invest?’.  Should  we  start  building  mobile  apps  instead  of  websites?  Should  we  be  targe6ng  people  when  they’re  out  and  about,  rather  than  si?ng  at  home  on  a  PC?  Or:  if  social  media  is  shifing  to  mobile,  how  should  this  change  what  we  do  there?      To  answer  this,  you  have  to  go  back  again  to  the  core  values  of  the  different  screens.         19  
  • 20. It’s  clear  that  Facebook  already  gets  this.  The  PC  internet  version  of  Facebook  is  a  more  long-­‐form  version.  It’s  a  hub  for  all  ac6vity,  and  it’s  certainly  the  place  where  users  expect  to  compose  longer  messages  and  to  manage  their  account.      By  comparison,  the  mobile  app  is  designed  to  facilitate  quicker,  more  frequent  bursts  of  ac6vity  and  has  evolved  to  make  the  most  of  loca6on-­‐based  status  updates.  It’s  pared  down  and  designed  to  help  you  catch  up  with  most  recent  ac6vity.      And  now  there’s  an  iPad  version  which  embraces  the  dis6nct  values  of  the  iPad  –  it’s  more  immersive,  it  provides  for  easier  sharing  of  mul6media  content,  it’s  visually  striking.     20  
  • 21. Retail  behaviour  is  evolving  along  similar  lines.      When  you  ask  audiences  directly,  they  typically  expect  to  do  more  of  the  same  stuff  on  a  new  screen  (it’s  the  old  Henry  Ford  ‘faster  horses’  adage)  but  experience  with  smartphones  has  shown  that  as  a  device  assumes  its  own  clear  iden6ty  and  values,  exis6ng  behaviours  evolve  and  manifest  themselves  in  interes6ng  new  ways.  (From  PC  ac6vity:  price  comparison,  detail,  research)  to  smartphone  behaviour  (coupons,  POS,  loca6on-­‐based  communica6on  and  offers).  Now,  by  understanding  what  makes  the  tablet  screen  unique,  savvy  retail  brands  are  developing  services  that  play  to  the  tablet’s  strengths.  Growth  in  use  of  tablets  will  surely  mean  the  emergence  of  a  whole  new  type  of  retail  behaviour.      But  what  of  educa6on,  or  health,  or  the  wri_en  word?  It  all  comes  back  to  understanding  the  core  values  of  the  screens  and  what  makes  each  of  them  dis6nct.     21  
  • 22. The  screen  with  arguably  the  most  enduring  values  is  the  living  room  screen.  It  doesn’t  really  ma_er  if  the  TV  screen  has  a  hard  drive,  a  return  path,  a  new  input  device.  What  ma_ers  is  that  it’s  a  screen  in  the  living  room,  consumed  while  people  are  si?ng  on  their  sofas  in  a  par6cular  mode  of  consump6on.      With  the  advent  of  IPTV  and  connected  TV  services,  it’s  temp6ng  to  talk  very  excitedly  to  consumers  using  terms  like  ‘internet  enabled’  or  ‘surfing’  or  to  tell  them  that  they  can  connect  to  their  Facebook  friends  and  Twi_er  followers  through  their  TV  screen.      Unfortunately  this  scares  the  shit  out  of  them.      Why?  As  our  ethnographic  work  in  livings  rooms  has  constantly  shown,  the  living  room  is  a  place  for  real  (rather  than  virtual)  social  networks,  it’s  a  safe  place  where  there  are  no  prying  fraudsters  or  paedophiles,  and  where  technology  does  not  crash  or  require  a  plugin  or  an  an6virus  update.      Any  marketers  who  challenge  this  sense  of  living  room  security  by  using  words  like  “internet”  do  so  at  their  peril.      But  one  thing  is  for  sure.  Mainstream  audiences  like  watching  their  telly  through  their  telly.      Of  course  PC  VOD  has  been  a  big  success.  And  consumers  feel  empowered  and  excited  by  the  simple  idea  that  they  can  watch  what  they  want,  when  they  want  it.      But  the  big  user  figures  hide  the  fact  that  most  consumers  don’t  watch  PC  VOD  that  ofen,  or  explore  it  beyond  seeking  out  the  programme  they  missed  last  night.  Our  research  has  always  suggested  that  the  biggest  barrier  to  wider  and  more  frequent  use  of  VOD  is  the  screen.  Put  it  on  TV,  and  VOD  takes  off  –  as  the  likes  of  Virgin  Media  have  demonstrated.       22  
  • 23. I’ll  leave  you  to  debate  who’s  going  to  ‘own’  this,  but  here’s  what  we  know  about  mainstream  audiences.  (See  above)      -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐    TV  interfaces  rarely  reflected  this  un6l  now.  They  categorised  content  along  distribu6on  lines:  broadcast,  hard  disk,  “video  on  demand”,  typically  all  in  different  places.      So  it’s  very  interes6ng  to  see  Virgin  Media’s  new  TiVo  box  and  the  eventual  YouView  product  offering  a  far  more  integrated  gateway  to  content.      Which  brings  us  to  our  next  sec6on….     23  
  • 24. 24  
  • 25. Content  is  s6ll  king.  In  fact  consumers  have  access  to  a  greater  range  of  quality  video  and  audio  content  than  at  any  6me  before.      But  increased  choice  also  brings  problems,  and  we  regularly  encounter  consumers  experiencing  the  so-­‐called  paradox  of  choice  (i.e.  the  more  stuff  that’s  available  to  me,  the  less  I  can  find  something  I  want  to  watch.)      So,  ‘findability’  is  now  one  of  the  services  to  which  consumers  a_ach  the  greatest  value.      It’s  easy  to  imagine  that  Google  already  does  this  job  perfectly  well,  but  mainstream  audiences  are  generally  horrified  by  the  idea  that  the  future  EPG  could  resemble  a  big  search  box.      A  decade  afer  Amazon  launched  intelligent  recommenda6on,  this  service  is  s6ll  felt  by  by  consumers  to  have  no  real  equal  in  audio  and  video  programmes.  (A  couple  of  years  ago,  Neblix  went  as  far  as  to  award  a  million  dollar  prize  to  the  creator  of  a  recommenda6on  algorithm  that  could  increase  the  accuracy  of  their  recommenda6ons.)      If  ever  there  was  an  area  of  technology  where  consumers  feel  they  are  ahead  of  providers,  this  is  it.      And  there  are  s6ll  a  remarkable  number  of  barriers  to  mainstream  consumers  finding  the  right  stuff  to  watch  at  a  6me  that  suits  them.      RIGHTS:  Not  so  much  rights  per  se,  but  the  ostensibly  arbitrary  way  in  which  they  are  applied.  While  content  owners  fight  to  protect  their  tradi6onal  revenue  streams,  they  may  be  pushing  otherwise  law-­‐abiding  audiences  towards  illegal  providers.       25  
  • 26. We’ve  talked  a  lot  about  the  enduring  values  of  the  living  room  and  the  living  room  screen.  But  no-­‐one  can  deny  that  there  has  been  a  major  shif  in  the  way  that  some  consumers  watch  TV.      With  the  gradual  creep  of  mobiles,  laptops  and  now  tablets  into  the  living  room,  more  and  more  viewers  are  connected  to  others  while  watching  TV,  or  interac6ng  with  the  originators  or  stars  of  the  programmes  they  watch.     26  
  • 27. A  lot  of  dual  screen  ac6vity  is  taking  place  in  the  living  room.  (See  examples  above)     27  
  • 28. And  increasingly  viewers  are  engaging  with  the  shows  they  watch,  either  directly  or  indirectly.  (Stats  above.)         28  
  • 29.  Tablets,  as  they  become  a  more  familiar  site  in  living  rooms,  are  likely  to  fuel  a  further  increase  in  dual  screen  behaviour,  as  they  are  more  socially  acceptable  than  laptops  in  a  shared  viewing  environment;  easier  to  spontaneously  pick  up;  more  comfortable  to  sit  with;  easier  to  share.      And  connected  TV  experiences,  whether  delivered  through  Xbox  Live,  YouView,  or  internet-­‐enabled  TVs,  will  enhance  broadcast  content,  and  enable  audience  interac6ons  in  ways  that  the  red  bu_on  has  barely  explored.      But  interac6ng  with  the  TV  is  not  new.  From  the  first  phone-­‐ins  in  the  1960s,  to  email  interac6on  in  the  90s,  to  red  bu_on  interac6vity  before  the  turn  of  the  millennium,  the  same  rule  applies  now  as  it  has  for  many  years:      The  best  and  most  successful  services  will  be  those  that  fulfil  exis6ng  viewer  needs  be_er  –  whether  it’s  shou6ng  at  contestants  on  the  Appren6ce,  guessing  the  answers  in  game  shows,  or  scrabbling  to  find  a  pen  and  paper  to  write  down  a  recipe,  there’s  nothing  new  about  interac6on  with  the  TV.      But  in  the  next  few  years  we’ll  see  it  evolve  in  fascina6ng  new  ways.     29  
  • 30. We’ve  talked  about  the  core  values  that  determine  the  success  of  failure  of  services  on  different  screens.  We’ve  looked  at  the  opportuni6es  to  add  real  consumer  value  by  helping  people  to  find  more  of  the  stuff  they  like.  And  we’ve  looked  at  the  poten6al  for  interac6on  with  the  TV  screen.      But  all  of  this  is  underpinned  by  two  recurrent  golden  rules….   30  
  • 31. Thousands  of  column  inches  have  been  wri_en  in  the  past  fortnight  about  the  things  we  can  learn  from  Steve  Jobs,  and  I  certainly  won’t  be  the  only  person  to  reference  him  today.      And  it’s  slightly  ironic  for  me  to  be  referencing  a  man  who  was  vehemently  opposed  to  consumer  research.      But  Steve  Jobs  has  taught  everyone  that  the  connected  services  that  gain  real  mainstream  support  are  those  that  deliver  a  really  simple  and  intui6ve  user  experience.      And  then  you  need  to  tell  people  all  about  the  benefits  they  will  derive  from  using  it.      It’s  so  simple,  but  so  ofen  overlooked.     31  
  • 32. 32  

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