Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Pauline Robson MediaCom @ MediaCom Engage 25 4-13

2,942 views

Published on

Real World Britain
Multiscreeners

  • Be the first to comment

Pauline Robson MediaCom @ MediaCom Engage 25 4-13

  1. 1. THEMULTISCREENERS
  2. 2. FLUID DEVICES1 THE INDISPENSABLEROLE OF MOBILE2IMMERSIVE TV3TV KEEPS PEOPLE4
  3. 3. THE INDISPENSABLEROLE OF MOBILE1
  4. 4. 22%BOUGHT VIA MOBILEWEBSITE / RETAILER APPSource: MediaCom Real World InsightM-COMMERCE IS A REALITYAND GROWING
  5. 5. 42%HAVE USED THEIRMOBILE AT SOME POINTIN A PURCHASEJOURNEYSource: MediaCom Real World Insight
  6. 6. 15%BOUGHT ON IMPULSEVIA MOBILEMOBILE IS MAKING IMPULSESHOPPING EVEN EASIER
  7. 7. 14%BOUGHT ONLINE / VIAMOBILE WHILST DRUNKSource: MediaCom Real World Insight
  8. 8. 50%DON‟T TAKE THEIR TABLETOUT OF THE HOMESource: GroupM Tablet ResearchT-COMMERCE AND M-COMMERCE ARE NOT THESAME
  9. 9. FLUID DEVICES2
  10. 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. 11. THE SAGETHE JESTERTHE LOVERTHEEXPLORER„ARCHETYPES‟ CAN HELPTO UNPICK THE ROLES OFTHESE SCREENSMicrosoft 2011
  12. 12. BUT OUR RESEARCHHAS REVEALED THATUSAGE IS ACTUALLYVERY FLUID ACROSSDIFFERENT CONTEXTS
  13. 13. IMMERSIVE TV3
  14. 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. 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. 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. 17. TV KEEPS PEOPLE„TOGETHER‟4
  18. 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. 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. 20. BUT ARE WE „ALONETOGETHER‟?Professor Sherry Turkle
  21. 21. SO, 4 QUESTIONSTO CONSIDER:
  22. 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. 23. THANKS FORLISTENING

×