Understanding the 4th Screen

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

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Understanding the 4th Screen

by Essential Research on Jun 29, 2011

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Understanding the 4th Screen — Presentation Transcript