Changing Digital Behaviour Consumer Themes Essential Research. May 2012
Revealing Our Sources… The Essential Eye Real People, Real LivesTracker: 1,000 UK adults per month
At the turn of the millennium… Watch Do CallBack then, you may have had these devices at home – but each had a very distinct role. We had a clear idea about the purpose of each type of device.
But then came convergence…?For a long time, the popular perception was thatconvergence then happened, and consumers wanted alltheir devices to morph into one.But what we’ve actually seen over the past decade andmore is that while technology may have converged, thecircumstances in which it is consumed, and the valuesthat consumers attach to different screens and spaces inthe home, remain very distinct.
Not Exactly… Rather, successful cross-platform thinking means understanding, and being sympathetic to, the unique values of the different types of screen (or consumption mode); understanding why one type of experience works well on one screen, while a different type of experience works on another.This matters hugely for content creators (whether broadcasters, publishers or advertisers) and it matters for those who create the devices, gateways and interfaces through which the content is consumed.
4 screens with distinctive core values Trusted friend Still some mistrust Highly personal Portable, flexibleShared relaxation Solitary Instant info & snacks Shared, fun, family Leisure Focused Habitual resource Habitual Virtual social life Simple utility Social surfing Safe Work ‘baggage’ Location-specific Tactile Simple Searching & foraging Quick time-filler Instant access Serendipity
Connected TV has now arrivedWith the advent of connected TVs and STBs, it’s inevitable that certain behaviours will shift to the living room screen. By this, we absolutely do not mean “the internet.” It’s tempting to talk to consumers using terms like ‘internet enabled’ or ‘surfing’. Unfortunately this terrifies them.The living room is a place for real (rather than virtual) social networks, it’s a safe place where there are no prying fraudsters or paedophiles, and where technology does not crash or require a plugin. Marketing of connected TV services needs to reflect this.
Some “PC” behaviours will shift hereIf done in a way that is sympathetic to the living room screen, behaviours that were largely confined to the PC will migrate. One of the most obvious things is television itself.Of course consumers use PCs and laptops to watch TV programmes. But generally for specific programmes that were missed on TV, in relatively low volumes each week. But we always believed that mainstream audiences wanted to watch TV programmes on the TV screen – and when they can, that’s the method they prefer (see next slide)
Example: TV VOD In the past week 47% of Virgin Media customers watched a catch-up TV programme (vs 34% total sample) 79% 26% 8%of them watched it through of them watched it of them watched it their TV screen through a laptop… through a desktop PC Source: Essential Eye March 2012.
Some “PC” behaviours will shift here We’re starting to understand how consumers might ‘click through’ from TV programmes to relevant connected content. e.g. recipes, featured clothes & accessories, competitions, engagement with programme brands - and sponsors, and advertisers.It works where it fulfils existing needs, is sympathetic to the screen, and is wrapped-around TV content rather than getting in its way. (Red button has already given us some good examples.)Soon, encouraging viewers to go away and visit a URL will be as weird and anachronistic as encouraging them to send in a letter.
But social TV may be too great an intrusion – given core TV screen values… …because this conflicts with the core values of the living room screen – safe, family life, etc. The “internet” with all its associated intrusion, security issues and selfishness is not welcome on TV sets.
But increasingly there are other screens in the living room A lot of dual screen activity is taking place in the living room. In total, 66% used a second screen while watching TV in the past week. Source: Essential Eye March 2012.
While watching TV in the past week… 51% sent a SMS 28% used mobile55% used a internet computer (laptop) Source: Essential Eye March 2012. % of adults aged 16+ with internet access (weighted)
While watching TV in the past week…And increasingly viewers are engaging with the shows they watch, either directly or indirectly. 15% looked up 10% posted relevant related social information network messages 14% read related social network messages Source: Essential Eye March 2012. % of adults aged 16+ with internet access (weighted)
When it comes to TV companion content, the need is probably already there But interacting with the TV is not new. From the first phone-ins in the 1960s, to email interaction inthe 90s, to red button interactivity before the turn of the millennium, the same rule applies now as it has for many years:The best and most successful services will be those that fulfil existing viewer needs better – whetherit’s shouting at contestants on the Apprentice, guessing the answers in game shows, or scrabbling to find a pen and paper to write down a recipe, there’s nothing new about interaction with the TV.
Smartphones – at first it was the internet, but worseConsumers initially saw the mobile internet as being ‘more of what I do on my laptop, but with a smaller screen and less choice’, i.e. the internet but not as good.
Now the technology works, and consumers understand this screen’s unique role
The iPhone continues to lead the way Done in the past week % of iPhone owners vs Android owners Access the full internet 90% 78% Access email accounts 87% 64% Download apps via an app store 74% 47% Play a game 70% 56% Give me directions to where I want to go 52% 32% iPhone Find my location using GPS 44% 37% Android Let friends / social network know where I am 43% 21% Manage multiple social network accounts 35% 32% Record videos 34% 22%Receive promotions / vouchers at places close to me 26% 14% Watch TV programmes 26% 13% Source: Essential Eye March 2012. Adults aged 16+ (weighted)
So, now some “PC” behaviours are going mobile… As the data on the previous slide show, internet use and email access have become more and more prevalent on smartphones, while the use of geo-location services is also growing.Together, all of this combines to create new commercial opportunities (emails and social media messages from favoured brands – on the go; receptiveness to geo-sensitive messages - if permission-based and offering clear benefits.)
And what about social media?While nearly all Facebook users still use a computer to access Facebook, nearly half also use a mobile. This has grown steadily from a third in November 2010. But when it comes to Twitter, the picture is different. Although similar numbers of people used computers and mobiles to keep tweeting in the past week, the mobile is the dominant device, with 53% of Twitter users saying they used their mobile most often for Twitter access in the past week. As we’re starting to learn, when it comes to immediacy, consumers choose the mobile every time. Source: Essential Eye, March 2012
But the next wave of smartphone adoption will increasingly be driven by ‘utility’ Can’t do this but would like to % of mobile owners (non smartphone)Recognise items through camera, tell me what they are 23% Get directions to where I want to go 21% Scan barcodes to get info 21% Make cashless payments 20% Translation 20% Recognise a song, tell me what it is 19% Receive promos / vouchers for places close to me 17% Access internet 14% Access email 13% Text chat / BBM 10% Let friends / soc networks know where I am 7% Play a game 4% Source: Essential Eye, March 2012
Now a unique role is starting to emerge for tablets
While watching TV in the past week…42% of iPad 28% lookedowners used up relevant their iPad info iPad owners are twice as likely as non tablet owners to have looked up relevant information while watching a TV programme Source: Essential Eye March 2012. % of iPad owners aged 16+ (weighted)
Tablets drive greater entertainment / media useLast year we speculated that tablets would drive greater and more spontaneous use of entertainment and video content vs PCs or laptops. Now we have evidence from the Essential Eye that this is happening.There’s not much difference in the top 5 app types used on mobiles and tablets (games, social networking, music, news, mapping) but there are big differences in the use of entertainment / media apps. Apps generally use on mobile Apps generally use on tablet % of smartphone owners % of tablet owners Entertainment 30% 37% TV, film & video 19% 32% Books 16% 33% Source: Essential Eye
In SummaryTechnology may have converged but screens retain distinct, unique values that affect the success or failure of new services more than any other factor.The arrival of connected TVs and tablets and the growth of smartphone penetration will lead to a greater shift of certain behaviours from the PC. And an increase in consumption of ‘companion’ content for TV.And the growth of tablets will make consumers more and more available to media & entertainment. The shift in internet use, email, and social media to smartphones, combined with new GPS services, offers a wealth of opportunities for marketers. But the next wave of smartphone adopters will be looking for utility above all.
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