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Play Patterns in Digital (David Kleeman, CMC 2017)

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Child development doesn’t change, but its context does. Where do new digital playthings – and those that combine digital and physical elements – extend or enhance classic play patterns, and what happens when they try to impose new ones? If you have a trusted toy brand and want to make it digital – or a trusted digital brand and want to develop physical products – what is the ‘conversion’ process? What questions do you need to ask, and what are the dos and don’ts for ensuring that what you make is aligned with development, intuitive or easy to use, fun, and makes best use of form and functions?

Presented by David Kleeman, SVP Global Trends, Dubit, at Children's Media Conference, Sheffield, UK, July 2017

Published in: Education
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Play Patterns in Digital (David Kleeman, CMC 2017)

  1. 1. Confidential - Dubit Play Patterns in Digital David Kleeman, SVP Global Trends
  2. 2. Confidential - Dubit Child development doesn’t change, but its context does.
  3. 3. Confidential - Dubit
  4. 4. Dubit - 4 Swipe the screen (e.g. to change photos, turn the ‘page’ of an e-book) Trace shapes with their fingers Drag items across the screen Open their apps Draw things Tap the screen to operate commands Exit apps and enter other apps Drag items and trace shapes Turn the device on and off Increase or decrease the volume Use learning apps Unlock the device Use creativity apps Take photos Click on a cross in a box to get rid of a pop-up Use gaming apps Enlarge or decrease the size of objects by pinching and dragging Show others e.g. siblings how to use the device Use video apps Use reading apps Make videos Find new apps in the app-store / market place Purchase new apps in the app-store / market place 0% 20% 40% 60% 80% 16% 24% 22% 40% 44% 50% 50% 56% 59% 60% 61% 58% 64% 65% 66% 69% 69% 72% 73% 75% 72% 75% 76% 13% 14% 15% 18% 25% 23% 25% 28% 28% 33% 32% 37% 32% 33% 40% 36% 40% 43% 43% 44% 45% 44% 54% 0-2 3-5 Tablet Use: Able to do unassisted Source: Dubit/University of Sheffield - February 2015. DQ1 We want to understand how comfortable your child is using a tablet. (Base 2000)
  5. 5. Confidential - Dubit The best toys are 90% kid, and only 10% toy
  6. 6. Confidential - Dubit In the Toy Hall of Fame
  7. 7. Confidential - Dubit And Digital Equivalents
  8. 8. Confidential - Dubit And Digital Equivalents
  9. 9. Confidential - Dubit And Digital Equivalents
  10. 10. Confidential - Dubit Familiarity in a Crowded Marketplace
  11. 11. Confidential - Dubit Brand Overload Number of brands mentioned by age (De-duplicated) Toys Apps TV shows 246 141 133 143 135 342 119 152 186 172 345 108 154 188 195 Source: Dubit Trends. (Toys) BQ1. Name three toys; (Apps) BQ2. Name three game apps; BQ12c. Name three video apps; BQ4. Name three messaging apps; (TV shows) BQ7. Name three TV shows that you like the most right now (Base: Germany Wave 4 500 127 (2-4), 124 (5-7), 128 (8-10), 121 (11-15)) Total 2-4 year olds 5-7 year olds 8-10 year olds 11-15 year olds
  12. 12. Confidential - Dubit Longer Tail, Fatter Head 0% 15% 30% Mar 2015 Mar 2016 1005 1129Number of different brands Top 5 brands (market share) 11.9% 13.3%
  13. 13. Confidential - Dubit acceptable not acceptable Is played by parents Never played by parents Benefits child Doesn’t benefit child The Trust Zone
  14. 14. Dubit Trends Wave 6 (UK) 14 2% 7% 3% 3% 3%2% 3% 15%21% 26% 17% 18% 47% 5%3% 3% 5% 7% 4% 6% 6% 3% 3% 2% 5%5% 4% 5% 9% 2% 3% 14% 7% 6%15% 4%2%6% 5%8% 6%5%3%4% 6%6% 4%5%16%13% Watch on a TV show/series Watch online Watch on DVD As a movie/film As a video/computer game As a gaming app An app that isn’t a game (e.g. stories, songs, etc) A book A magazine A toy A board game Music Event (e.g. exhibition, live show) Theme Park Attraction Brands originating in toys - Total sample Cross-platform consumption Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base: Wave 6 UK 1119)
  15. 15. Dubit Trends Wave 6 (UK) 15 3% 2% 1% 3% 2% 2% 3% 3% 3% 3% 8%11% 7% 4% 3% 3% 4% 3%3% 3% 3% 4%3% 3% 3% 3% 14% 10% 8%28% 17% 15%26% 9%18% 10% 24% 7% 9% 5% 10% 4% 5% 5%4%4%7% 7% 4% 15%6% Watch on a TV show/series Watch online Watch on DVD As a movie/film As a video/computer game As a gaming app An app that isn’t a game (e.g. stories, songs, etc) A book A magazine A toy A board game Music Event (e.g. exhibition, live show) Theme Park Attraction Brands originating in digital - Total sample Cross-platform consumption Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base: Wave 6 UK 1119)
  16. 16. Confidential - Dubit Converting an Existing Brand to Digital
  17. 17. Confidential - Dubit Audience Expectations, Culture, Consumption Technology Gaming, UGC, Social Brand Source, Adaptations, Feasibility Three Key Lenses • Who are our target audiences - traditional and new? • What do our audiences knows about the brand? •What do traditional audiences love about the brand? • Why does extending to new platforms add? • What does extending to new platforms disturb? •What heritage properties must be kept and left behind?
  18. 18. Confidential - Dubit Components Personality Essence Targeted Change
  19. 19. Confidential - Dubit Bob the Builder: Classic Play, Digital Platform
  20. 20. Confidential - Dubit Kart Kingdom: Move, Play, Build, Collect
  21. 21. Confidential - Dubit Step 1: Set-up Bringing Classic Play to Virtual Reality Step 2: Acclimatisation Step 3: Comfort • Limit play area • Pace dictated by player • Encourage exploration • Mini-games to focus • Easter eggs for delights • Easy to describe actions • Transitional objects / narrative • Intuitive control systems • No fail
  22. 22. Confidential - Dubit Thank you! David Kleeman SVP Global Trends david.kleeman@dubitlimited.com @davidkleeman 312-371-4921 Facebook: “Children & Media Professionals”

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