A digital media trends paper from Essential Research, using data from our unique digital media tracker the Essential Eye.

1. Changing Digital Behaviour
Consumer Themes
Essential Research. May 2012

2. Revealing Our Sources…
The Essential Eye
Real People, Real Lives
Tracker: 1,000 UK adults per month

3. At the turn of the millennium…
Watch Do Call
Back 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.

4. But then came
convergence…?
For a long time, the popular perception was that
convergence then happened, and consumers wanted all
their devices to morph into one.
But what we’ve actually seen over the past decade and
more is that while technology may have converged, the
circumstances in which it is consumed, and the values
that consumers attach to different screens and spaces in
the home, remain very distinct.

5. 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.

6. 4 screens with distinctive core values
Trusted friend Still some mistrust Highly personal Portable, flexible
Shared 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

7. We worked around this when we had to…

8. But now technology is allowing each
screen to come into its own

9. This is the living room screen

10. Connected TV has now arrived
With 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.

11. Some “PC” behaviours will shift here
If 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)

12. 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.

13. 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.

14. 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.

15. 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.

16. While watching TV in the past week…
51% sent a
SMS
28% used
mobile
55% used a
internet
computer
(laptop)
Source: Essential Eye March 2012. % of adults aged 16+ with
internet access (weighted)

17. 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)

18. 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 in
the 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 – whether
it’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.

19. Smartphones – at first it was the
internet, but worse
Consumers 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.

20. Now the technology works, and consumers
understand this screen’s unique role

21. 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)

22. 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.)

23. 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

24. 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

25. Now a unique role is starting to emerge for tablets

26. While watching TV in the past week…
42% of iPad 28% looked
owners 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)

27. Tablets drive greater entertainment / media use
Last 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

28. In Summary
Technology 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.

29. The Essential Eye. Available now…
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30. stuart@essentialresearch.co.uk