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The Art of Discoverability (Peter Robinson, CMC 2017)

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Content may be king – but what’s the key to the kingdom when there’s so much available to kids today, across a variety of platforms? Dubit research shows almost 80% of children have trouble finding what they want. They’re overwhelmed by options, without good tools for uncovering what they seek.

Global Head of Research Peter Robinson uses Dubit Trends and other of its quantitative and qualitative research, plus case studies, to look at how kids discover and adopt new content. He presents the "Fanatomy" model for encouraging users to deepen their engagement.

From the Children's Media Conference, Sheffield, UK, July 2017

Published in: Data & Analytics
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The Art of Discoverability (Peter Robinson, CMC 2017)

  1. 1. Dubit Trends Wave 6 The art of discoverability
  2. 2. The frustration
  3. 3. Dubit Trends Wave 6 3 Frustration when searching for content 66% 69% 65% 59% 66% 59% 48% 53%2-4 years 5-7 years 8-10 years 11-15 years2-4 years 5-7 years 8-10 years 11-15 years 63% 63% 61% 61%2-4 years 5-7 years 8-10 years 11-15 years 62% 68% 58% 56%2-4 years 5-7 years 8-10 years 11-15 years 60% 62% 60% 59%2-4 years 5-7 years 8-10 years 11-15 years
  4. 4. The outcome
  5. 5. Dubit Trends Wave 6 5 0% 10% 20% 30% 40% 50% 60% 6-9a 9a-12n 12n-2p 2-4p 4-6p 6-8p 8p onwards 4% 8% 11% 18% 43% 27% 7% 11% 11% 11% 17% 41% 34% 12% 15% 6% 7% 9% 27% 28% 16% 8% 6% 7% 10% 24% 28% 31% 8% 3% 6% 6% 17% 18% 12% 3% 2% 4% 5% 23% 20% 9% 4% 3% 5% 9% 26% 22% 10% 10% 4% 10% 9% 36% 31% 12% 14% 8% 5% 10% 36% 35% 17% 37% 8% 6% 9% 43% 41% 20% TV shows Online video Play games apps Play console games Play online games Social media Reading Listening to music Playing with toys Playing with friends Share of time - weekday activities Source: Dubit Trends. AQ5.3. Now we’d like you to tell us the times of day that you normally do [text-sub: your child normally does] these activities. (Base: UK Wave 6 1119) Total sample
  6. 6. Dubit Trends Wave 6 6 Be better than Peppa, Harry and Angry
  7. 7. Dubit Trends Wave 6 7 0% 10% 20% 30% 40% 50% 60% 6-9a 9a-12n 12n-2p 2-4p 4-6p 6-8p 8p onwards 4% 22% 38% 49% 48% 25% 9% 12% 25% 28% 37% 43% 33% 12% 11% 18% 20% 24% 30% 26% 16% 10% 13% 13% 17% 24% 31% 29% 6% 12% 13% 15% 18% 18% 12% 5% 10% 11% 16% 20% 17% 9% 6% 14% 15% 23% 25% 20% 10% 10% 19% 22% 26% 27% 23% 11% 14% 24% 21% 27% 31% 31% 17% 34% 32% 19% 24% 39% 41% 23% TV shows Online video Play games apps Play console games Play online games Social media Reading Listening to music Playing with toys Playing with friends Share of time - weekend activities Source: Dubit Trends. AQ5.3. Now we’d like you to tell us the times of day that you normally do [text-sub: your child normally does] these activities. (Base: UK Wave 6 1119) Total sample
  8. 8. Dubit Trends Wave 6 8 Be better than bricks and Rhett and Link
  9. 9. Dubit Trends Wave 6 9 0% 15% 30% Mar 2015 Mar 2016 1005 1129Number of different brands Top 5 brands (market share) 11.9% 13.3% Long tail, fat head
  10. 10. The solution
  11. 11. Dubit Trends Wave 6 11 “Managers tend to pick a strategy that’s the least likely to fail, rather than pick a strategy that is most efficient. The pain of looking bad is worse than the gain of making the best move”, Palmer - Michael Lewis, Moneyball: The Art of Winning an Unfair Game
  12. 12. Fanatomy [fan-a-to-me] Noun A combination of factors that can be attributed to the DNA of a fan
  13. 13. Dubit Trends Wave 6 13 InputsOutputs Consistency Depth Relevance Interact Community Niche Exploration Identification Creativity Development Differentiation Casual interest Active interest Fan Super fan Fanatomy
  14. 14. Dubit Trends Wave 6 14 InputsOutputs Consistency 1. Create multiple points of content e.g. sub plots, characters 3. Measure points of engagement and focus n these 5. Consistently develop the content points your audience engage with 7. Provide a place for your audience to talk and share with you. You don’t need to own this space 9. Respond to communities by providing niche content 2. Allows the audience to explore content 4. Allows audience to feel your content is for them 6. Audience expand the narrative because it relates to them 8. A community of superfans begin to improvise the brand 10. This allows suoerfans be unique Casual interest Active interest Fan Super fan Fanatomy
  15. 15. Growth stages: Minecraft
  16. 16. Dubit Trends Wave 6 16 Birth of Minecraft October: Survival Mode June: Enters Alpha Stage August: Pocket Edition Released May: Xbox 360 edition Released December: PS3 edition Released Minecraft Realms Launched September: PS4 / Xbox One edition Released December: Passes to Beta Stage June: Multiplayer Released February: LEGO Minecraft Announced Engagement June: Microsoft Hololens Demonstration February: Minecraft Pi Edition Released 0% 25% 50% 75% 100% Summer 2009 2010 2011 2012 2013 2014 2015 2016 Early AdoptionInnovation Acceleration Mainstream and sustainIncubatory growth Acceleration Late majority Minecraft growth
  17. 17. Dubit Trends Wave 6 17 Birth of Minecraft October: Survival Mode June: Enters Alpha Stage August: Pocket Edition Released May: Xbox 360 edition Released December: PS3 edition Released Minecraft Realms Launched September: PS4 / Xbox One edition Released December: Passes to Beta Stage June: Multiplayer Released February: LEGO Minecraft Announced Engagement June: Microsoft Hololens Demonstration February: Minecraft Pi Edition Released 0% 25% 50% 75% 100% Summer 2009 2010 2011 2012 2013 2014 2015 2016 Early AdoptionInnovation Acceleration Mainstream and sustainIncubatory growth Acceleration Late majority Minecraft growth by user type 1
  18. 18. Dubit Trends Wave 6 18 Birth of Minecraft October: Survival Mode June: Enters Alpha Stage August: Pocket Edition Released May: Xbox 360 edition Released December: PS3 edition Released Minecraft Realms Launched September: PS4 / Xbox One edition Released December: Passes to Beta Stage June: Multiplayer Released February: LEGO Minecraft Announced Engagement June: Microsoft Hololens Demonstration February: Minecraft Pi Edition Released 0% 25% 50% 75% 100% Summer 2009 2010 2011 2012 2013 2014 2015 2016 Early AdoptionInnovation Acceleration Mainstream and sustainIncubatory growth Acceleration Late majority Minecraft growth by user type 2
  19. 19. Dubit Trends Wave 6 19 Birth of Minecraft October: Survival Mode June: Enters Alpha Stage August: Pocket Edition Released May: Xbox 360 edition Released December: PS3 edition Released Minecraft Realms Launched September: PS4 / Xbox One edition Released December: Passes to Beta Stage June: Multiplayer Released February: LEGO Minecraft Announced Engagement June: Microsoft Hololens Demonstration February: Minecraft Pi Edition Released 0% 25% 50% 75% 100% Summer 2009 2010 2011 2012 2013 2014 2015 2016 Early AdoptionInnovation Acceleration Mainstream and sustainIncubatory growth Acceleration Late majority Minecraft growth by user type 3
  20. 20. Dubit Trends Wave 6 20 Birth of Minecraft October: Survival Mode June: Enters Alpha Stage August: Pocket Edition Released May: Xbox 360 edition Released December: PS3 edition Released Minecraft Realms Launched September: PS4 / Xbox One edition Released December: Passes to Beta Stage June: Multiplayer Released February: LEGO Minecraft Announced Engagement June: Microsoft Hololens Demonstration February: Minecraft Pi Edition Released 0% 25% 50% 75% 100% Summer 2009 2010 2011 2012 2013 2014 2015 2016 Early AdoptionInnovation Acceleration Mainstream and sustainIncubatory growth Acceleration Late majority Minecraft growth by user type 4
  21. 21. Dubit Trends Wave 6 5 tips 21
  22. 22. Dubit Trends Wave 6 22 0% 15% 30% The squeezed middle Blockbuster Efficiency 1.Find a niche 2.Find the ‘real’ user 3.Create a feedback loop 4.Go where the user is 5.Go where the buyer is
  23. 23. Dubit Trends Wave 6 23 Dubit Limited | The Half Roundhouse | Wellington Road | Leeds | LS12 1DR | UK
 
 Pete Robinson Global Head of Research peter.robinson@dubitlimited.com Office: +44.113.394.7920 @PeterRobinson81

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