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Understanding the 4th Screen
 

Understanding the 4th Screen

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Tablets consumer research talk @ The Hospital Club, June 28th 2011.

Tablets consumer research talk @ The Hospital Club, June 28th 2011.

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    Understanding the 4th Screen Understanding the 4th Screen Presentation Transcript

    • Understanding  the  4th  Screen   Some  assorted  insights  from  Essen4al  Research.     Stuart  Knapman,  June  2011  
    • First,  a  quick  intro  to  Essen4al  Research  
    • Let’s  rewind  15  years…  
    • Let’s  rewind  15  years…  Watch   Do   Call  
    • But  then  came  convergence…?  
    • In  fact  the  3  screens  retain  dis4nc4ve  core  values…   Trusted  friend   Some  mistrust   Highly  dependent   Home  social  life   Virtual  social  life   All  social  life     Shared  experiences   Solitary  experience   Highly  personal   Relaxed,  winding  down   Focused   Focused  and  relaxed   Leisure  4me   Work  ‘baggage’     Work  and  play   Habitual  behaviour   Searching  &  foraging   Reliance  on  key  apps   Loca4on-­‐specific  
    • But  now  there’s  a  4th  screen  
    • Who’s  got  one?   Male   Young(ish)   ABC1  Smartphone  owner     60%  early  adopters  –  but  40%  not  
    • What’s  stopping  everyone  else?  Cost  vs  benefit  /  perceived  uniqueness  Category  uncertainty  Pace  of  change  vs  high  cost  Confusion  and  worry  about  mobile  connec4vity  Not  perceived  necessity  
    • The  problem  of  rela4ve  advantage  Smartphone  vs  my  PC  internet   Tablet  vs  my  smartphone   Stuff  I  do  already  –   Stuff  I  do  already  –   with  a  smaller   with  a  bigger   screen   screen  
    • “I  thought  at  first  it  would  be  like  my     HTC  phone  but  bigger.       And  in  fact,  it  is  like  my  HTC  phone,   but  bigger.”    
    • Now  consumers  understand  the  unique  role   of  smartphones  
    • And  this  is  star4ng  to  emerge  for  tablets  Shared  fun,  family  resource   Flexible  entertainment  Befer  use  of  dead  4me  Easier  access  to  info   Tac4le!  
    • Barriers  will  con4nue  to  fall,  WOM  will  set  in     Cost  Supply  Laptop  trends  
    • 4  screens  with  dis4nc4ve  core  values?   Trusted  friend   S4ll  some  mistrust   Highly  personal   Instant  long-­‐form  Shared  relaxa4on   Solitary   Instant  info  &  snacks   entertainment   Habitual     Focused   Loca4on-­‐specific   Portable,  flexible   Work  ‘baggage’   sharing   Searching  &  foraging   Social  surfing     Deeper  mobile   produc4vity  
    • How  will  this  change  mainstream  behaviour?   Mobile  coupons   More  leisure,  browsing   Shopping   Research   Price  comparison   POS  resource   &  bookmarking   Product  immersion   Loca4on-­‐specifics   More  impulse   purchases?   Easier  response  to  TV   Long  form  messages   Quick  connec4on   Easier  engagement   Facebook   Crea4on   Greater  frequency   with  TV   Loca4on-­‐specifics   Easier  event-­‐driven   Social  extension   chat   More  gaming  
    • How  will  this  change  mainstream  behaviour?   Mobile  showcasing  Entertainment   Single  progs   Individual  ac4vity   Immediate  viral   Increased  VOD   Films  too   Email  links   Clips   TV  interac4on     ‘My  health’     ‘Doctor  and  pa4ent   Health   Research   resource?  
    • As  with  smartphones,  en4rely  new   behaviours  will  emerge  Revolu4on  in  wrifen  word  consump4on  Bespoke  content,  plays  to  device  strengths  Spontaneous  entertainment  gra4fica4on   Dual  screen  engagement  
    • What  does  it  mean  for  me?    Successful  services  &  experiences  are  sympathe4c  to  the   core  values  of  each  screen      Implica4ons  for  tablet-­‐specific  and  cross-­‐plalorm  content    Marketers:  communicate  uniqueness  and  func4onal   benefits    Exis4ng  behaviours  will  manifest  themselves  in  brand  new   ways  –  can  you  ‘own’  them?      Big  poten4al  for  dual  screen  behaviour  and  impulse   consump4on    
    • Thanks  stuart@essen4alresearch.co.uk