SlideShare a Scribd company logo
Trends in Communication and Entertainment Stefana Broadbent User Adoption Lab Swisscom Innovations  27 September 2007 Why people hate to talk, love to write,  dont’t skip the ads and still listen to the radio
250 households visited each year Home interviews with more than  800 people each year
The data we collect Lifestyle, communication, social networks, usage of internet, TV, music
Disconnected data  that points in the same direction
Written communication prevails IM More than 60% of all exchanges  are in written form 22% email fix phone mobile phone sms 35% 20% 18% 5% Longitudinal Study 2006 Swisscom Innovations
Written channels are used as background to other activities Text allows users to discretely keep in touch while doing something else at home public transportation at school / university at work private transportation public space visiting someone others sms email mobile fix phone others 0% 20% 40% 60% 80% 100% Longitudinal Study 2006 Swisscom Innovations
People with digital video recorders never watch commercials, right?   New York Times 16th February 2007 Add that to the list  of urban myths.
People with digital video recorders never watch commercials, right?   New York Times 16th February 2007 A lot of people with digital video recorders (DVRs) are not fast-forwarding and time-shifting as much as advertisers feared. According to  new data released yesterday by the Nielsen Company , people who own still watch, on average, two-thirds of the ads.
People with digital video recorders never watch commercials, right?   New York Times 16th February 2007 One big reason is that many people  with DVRs still tune in to watch about half of their shows at the scheduled  start time, meaning they must sit  through commercials.
People with digital video recorders never watch commercials, right?   New York Times 16th February 2007 Even when people watch recorded shows later,  many are not fast-forwarding through the ads.  On average,  DVR owners watch 40% of  commercials that they could skip over  –  Perhaps because they like ads, don’t mind  them or simply can’t be bothered.
Online video substitutes TV, right ?  Nielsen 17th July 2007 33% indicated that watching video over broadband internet  increased  their television viewing time... 13% indicated it  decreased  their  traditional television viewing.
Concentrated viewing is short on TV and even shorter on the PC   Study by Veronis Suhler Stevenson 2007 Consumers typically watch broadcast  or cable  TV  at least  30 minutes  per session, compared to the  5 to 7 minutes spent viewing  video clips  online .
Activities in front of the TV email phone work school work office sleeping play „ If I watch I watch“ PC work household reading eating talking 2,2% 3,4% 3,4% 5,6% 5,6% 6,7% 7,8% 10,1% 11,2% 11,2%  13,4% 19,1% TV Habits 2006 Swisscom Innovations
Local radio is dying, right ?   Arbitron / Edison Media Research 19th April 2007
Less than 10% report less time  listening to the radio due to time  spent on MP3 player   Arbitron / Edison Media Research 19th April 2007
Newspapers are dead, right ?   Daily paid newspapers in Europe saw a  4% decrease  over five years When free dailies are added, circulation  increased 12%  over five years World Association of Newspapers 2007
There is no substitution:  everything is added More devices, more channels, more media
Everything is moving  into the background IM  and  email  run in the background Music  is background TV  is being viewed in the background Daily  Newspapers  are read as background
The importance of routines In psychology this mechanism is called  creating a routine making an activity or parts of the activity automatic so that attention can be directed onto something else e.g. learning to type, to play the piano or drive writing an sms while talking and walking How do we usually move something into the background less attention less consciousness Attention is refocused on that activity when there is  an unexpected change
Media routines Users have many media routines: the  radio channel  they always listen to while having breakfast the  news show  they watch before going to bed the  web pages  they skim through when hey arrive at work the  call  to mother on Sunday morning the  SMS  to say I‘m on my way
Bye Bye routines The ICT industry is offering you more and more deliberate choices VOD HDD recorders IPTV archives personalised radio stations podcasts, videocasts VOIP anything that gets ICT   industry excited  has to do with  users   deliberately choosing  what to consume at any precise moment
Choose your shows
Teach your radio
Control your video
Choose your moment
Choose your layout
Users can only multitask if we don‘t ask for ALL their attention Choosing kills routines and requires  attention Choosing moves the activity to the  foreground Choosing means  comittment Being in control means being  focused
Personalisation: no thanks I have personalized a portal  and use it frequently I have personalized a portal  but use it infrequently I have personalize a portal  but did not find it useful I have never tried  to personalize a portal I did not realize you could  personalize a portal 26% 17% 8% 37% 12% Forrester Research : Consumer Technographics  North America Online Survey  2005

More Related Content

Viewers also liked

TelForceOne - akcesoria gsm - lider rynku
TelForceOne - akcesoria gsm - lider rynkuTelForceOne - akcesoria gsm - lider rynku
TelForceOne - akcesoria gsm - lider rynku
telforceone
 
PresentacióN Tema IX
PresentacióN Tema  IXPresentacióN Tema  IX
PresentacióN Tema IX
mivicacesan
 
Andrew D. Klein PICNIC07
Andrew D. Klein PICNIC07Andrew D. Klein PICNIC07
Andrew D. Klein PICNIC07
crossmediaweek
 
Fabien Girardin PICNIC07
Fabien Girardin PICNIC07Fabien Girardin PICNIC07
Fabien Girardin PICNIC07
crossmediaweek
 
Normativa Firma Digitale
Normativa Firma DigitaleNormativa Firma Digitale
Normativa Firma Digitale
Andrea Rossetti
 
Firma Digitale - Tecnica
Firma Digitale - Tecnica Firma Digitale - Tecnica
Firma Digitale - Tecnica
Andrea Rossetti
 

Viewers also liked (7)

TelForceOne - akcesoria gsm - lider rynku
TelForceOne - akcesoria gsm - lider rynkuTelForceOne - akcesoria gsm - lider rynku
TelForceOne - akcesoria gsm - lider rynku
 
PresentacióN Tema IX
PresentacióN Tema  IXPresentacióN Tema  IX
PresentacióN Tema IX
 
Andrew D. Klein PICNIC07
Andrew D. Klein PICNIC07Andrew D. Klein PICNIC07
Andrew D. Klein PICNIC07
 
Blackberry
BlackberryBlackberry
Blackberry
 
Fabien Girardin PICNIC07
Fabien Girardin PICNIC07Fabien Girardin PICNIC07
Fabien Girardin PICNIC07
 
Normativa Firma Digitale
Normativa Firma DigitaleNormativa Firma Digitale
Normativa Firma Digitale
 
Firma Digitale - Tecnica
Firma Digitale - Tecnica Firma Digitale - Tecnica
Firma Digitale - Tecnica
 

Similar to Stefena Broadbent PICNIC07

Social TV in Australia
Social TV in AustraliaSocial TV in Australia
Social TV in Australia
Cam Parker
 
The Future of corperate and consumer ICT
The Future of corperate and consumer ICTThe Future of corperate and consumer ICT
The Future of corperate and consumer ICT
Vincent Everts
 
Hello Voice: The Implications for News
Hello Voice: The Implications for NewsHello Voice: The Implications for News
digital marketing cousre at best price
digital marketing cousre at best price digital marketing cousre at best price
digital marketing cousre at best price
aaravpanwar
 
The Infinite Dial Ireland
The Infinite Dial IrelandThe Infinite Dial Ireland
The Infinite Dial Ireland
CommunicorpDigital
 
Global analysis digital consumer
Global analysis digital consumerGlobal analysis digital consumer
Global analysis digital consumer
Eduardo Lopez Fernández- Pacheco
 
Trends in internet use - how public radio fits in
Trends in internet use - how public radio fits inTrends in internet use - how public radio fits in
Trends in internet use - how public radio fits in
Lee Rainie
 
TV & Video: An Analysis of Consumer Habit
TV & Video: An Analysis of Consumer Habit TV & Video: An Analysis of Consumer Habit
TV & Video: An Analysis of Consumer Habit
Ericsson
 
Media Scope Laura Final 2008
Media Scope Laura Final 2008Media Scope Laura Final 2008
Media Scope Laura Final 2008
Laura Chaibi
 
Media Scope Europe 2008
Media Scope Europe 2008Media Scope Europe 2008
Media Scope Europe 2008
Dmytro Lysiuk
 
The Infinite Dial 2014: Sports Radio
The Infinite Dial 2014: Sports RadioThe Infinite Dial 2014: Sports Radio
The Infinite Dial 2014: Sports Radio
Edison Research
 
Digital Cult To Digital Culture
Digital Cult To Digital CultureDigital Cult To Digital Culture
Digital Cult To Digital Culture
nextmediaevents
 
C R M Day 2 Online
C R M Day 2 OnlineC R M Day 2 Online
C R M Day 2 Online
guestf468424
 
Public assignment final 2
Public assignment final 2Public assignment final 2
Public assignment final 2
Elliot Smith
 
Week 6 Media convergence - radio 2014
Week 6  Media convergence - radio 2014Week 6  Media convergence - radio 2014
Week 6 Media convergence - radio 2014
rskslides
 
Why Choose Radio?
Why Choose Radio?Why Choose Radio?
Why Choose Radio?
ben_sumner
 
2011 Noel-Levitz NCSRMR Presentation
2011 Noel-Levitz NCSRMR Presentation2011 Noel-Levitz NCSRMR Presentation
2011 Noel-Levitz NCSRMR Presentation
Dashboard Marketing Inc.
 
Nielsen digital consumer_report_final
Nielsen digital consumer_report_finalNielsen digital consumer_report_final
Nielsen digital consumer_report_final
ankitsuchanti
 
The Infinite Dial 2014
The Infinite Dial 2014The Infinite Dial 2014
The Infinite Dial 2014
Edison Research
 
Audience Analysis
Audience AnalysisAudience Analysis
Audience Analysis
sfenton
 

Similar to Stefena Broadbent PICNIC07 (20)

Social TV in Australia
Social TV in AustraliaSocial TV in Australia
Social TV in Australia
 
The Future of corperate and consumer ICT
The Future of corperate and consumer ICTThe Future of corperate and consumer ICT
The Future of corperate and consumer ICT
 
Hello Voice: The Implications for News
Hello Voice: The Implications for NewsHello Voice: The Implications for News
Hello Voice: The Implications for News
 
digital marketing cousre at best price
digital marketing cousre at best price digital marketing cousre at best price
digital marketing cousre at best price
 
The Infinite Dial Ireland
The Infinite Dial IrelandThe Infinite Dial Ireland
The Infinite Dial Ireland
 
Global analysis digital consumer
Global analysis digital consumerGlobal analysis digital consumer
Global analysis digital consumer
 
Trends in internet use - how public radio fits in
Trends in internet use - how public radio fits inTrends in internet use - how public radio fits in
Trends in internet use - how public radio fits in
 
TV & Video: An Analysis of Consumer Habit
TV & Video: An Analysis of Consumer Habit TV & Video: An Analysis of Consumer Habit
TV & Video: An Analysis of Consumer Habit
 
Media Scope Laura Final 2008
Media Scope Laura Final 2008Media Scope Laura Final 2008
Media Scope Laura Final 2008
 
Media Scope Europe 2008
Media Scope Europe 2008Media Scope Europe 2008
Media Scope Europe 2008
 
The Infinite Dial 2014: Sports Radio
The Infinite Dial 2014: Sports RadioThe Infinite Dial 2014: Sports Radio
The Infinite Dial 2014: Sports Radio
 
Digital Cult To Digital Culture
Digital Cult To Digital CultureDigital Cult To Digital Culture
Digital Cult To Digital Culture
 
C R M Day 2 Online
C R M Day 2 OnlineC R M Day 2 Online
C R M Day 2 Online
 
Public assignment final 2
Public assignment final 2Public assignment final 2
Public assignment final 2
 
Week 6 Media convergence - radio 2014
Week 6  Media convergence - radio 2014Week 6  Media convergence - radio 2014
Week 6 Media convergence - radio 2014
 
Why Choose Radio?
Why Choose Radio?Why Choose Radio?
Why Choose Radio?
 
2011 Noel-Levitz NCSRMR Presentation
2011 Noel-Levitz NCSRMR Presentation2011 Noel-Levitz NCSRMR Presentation
2011 Noel-Levitz NCSRMR Presentation
 
Nielsen digital consumer_report_final
Nielsen digital consumer_report_finalNielsen digital consumer_report_final
Nielsen digital consumer_report_final
 
The Infinite Dial 2014
The Infinite Dial 2014The Infinite Dial 2014
The Infinite Dial 2014
 
Audience Analysis
Audience AnalysisAudience Analysis
Audience Analysis
 

Recently uploaded

Use Cases & Benefits of RPA in Manufacturing in 2024.pptx
Use Cases & Benefits of RPA in Manufacturing in 2024.pptxUse Cases & Benefits of RPA in Manufacturing in 2024.pptx
Use Cases & Benefits of RPA in Manufacturing in 2024.pptx
SynapseIndia
 
[Talk] Moving Beyond Spaghetti Infrastructure [AOTB] 2024-07-04.pdf
[Talk] Moving Beyond Spaghetti Infrastructure [AOTB] 2024-07-04.pdf[Talk] Moving Beyond Spaghetti Infrastructure [AOTB] 2024-07-04.pdf
[Talk] Moving Beyond Spaghetti Infrastructure [AOTB] 2024-07-04.pdf
Kief Morris
 
The importance of Quality Assurance for ICT Standardization
The importance of Quality Assurance for ICT StandardizationThe importance of Quality Assurance for ICT Standardization
The importance of Quality Assurance for ICT Standardization
Axel Rennoch
 
Tirana Tech Meetup - Agentic RAG with Milvus, Llama3 and Ollama
Tirana Tech Meetup - Agentic RAG with Milvus, Llama3 and OllamaTirana Tech Meetup - Agentic RAG with Milvus, Llama3 and Ollama
Tirana Tech Meetup - Agentic RAG with Milvus, Llama3 and Ollama
Zilliz
 
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptxDublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Kunal Gupta
 
Vulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive OverviewVulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive Overview
Steven Carlson
 
Best Practices for Effectively Running dbt in Airflow.pdf
Best Practices for Effectively Running dbt in Airflow.pdfBest Practices for Effectively Running dbt in Airflow.pdf
Best Practices for Effectively Running dbt in Airflow.pdf
Tatiana Al-Chueyr
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
SAI KAILASH R
 
July Patch Tuesday
July Patch TuesdayJuly Patch Tuesday
July Patch Tuesday
Ivanti
 
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSECHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
kumarjarun2010
 
CiscoIconsLibrary cours de réseau VLAN.ppt
CiscoIconsLibrary cours de réseau VLAN.pptCiscoIconsLibrary cours de réseau VLAN.ppt
CiscoIconsLibrary cours de réseau VLAN.ppt
moinahousna
 
Integrating Kafka with MuleSoft 4 and usecase
Integrating Kafka with MuleSoft 4 and usecaseIntegrating Kafka with MuleSoft 4 and usecase
Integrating Kafka with MuleSoft 4 and usecase
shyamraj55
 
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
digitalxplive
 
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
sunilverma7884
 
Google I/O Extended Harare Merged Slides
Google I/O Extended Harare Merged SlidesGoogle I/O Extended Harare Merged Slides
Google I/O Extended Harare Merged Slides
Google Developer Group - Harare
 
Figma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdfFigma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdf
Management Institute of Skills Development
 
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Torry Harris
 
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Muhammad Ali
 
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptxIntroduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
313mohammedarshad
 
Salesforce AI & Einstein Copilot Workshop
Salesforce AI & Einstein Copilot WorkshopSalesforce AI & Einstein Copilot Workshop
Salesforce AI & Einstein Copilot Workshop
CEPTES Software Inc
 

Recently uploaded (20)

Use Cases & Benefits of RPA in Manufacturing in 2024.pptx
Use Cases & Benefits of RPA in Manufacturing in 2024.pptxUse Cases & Benefits of RPA in Manufacturing in 2024.pptx
Use Cases & Benefits of RPA in Manufacturing in 2024.pptx
 
[Talk] Moving Beyond Spaghetti Infrastructure [AOTB] 2024-07-04.pdf
[Talk] Moving Beyond Spaghetti Infrastructure [AOTB] 2024-07-04.pdf[Talk] Moving Beyond Spaghetti Infrastructure [AOTB] 2024-07-04.pdf
[Talk] Moving Beyond Spaghetti Infrastructure [AOTB] 2024-07-04.pdf
 
The importance of Quality Assurance for ICT Standardization
The importance of Quality Assurance for ICT StandardizationThe importance of Quality Assurance for ICT Standardization
The importance of Quality Assurance for ICT Standardization
 
Tirana Tech Meetup - Agentic RAG with Milvus, Llama3 and Ollama
Tirana Tech Meetup - Agentic RAG with Milvus, Llama3 and OllamaTirana Tech Meetup - Agentic RAG with Milvus, Llama3 and Ollama
Tirana Tech Meetup - Agentic RAG with Milvus, Llama3 and Ollama
 
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptxDublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
 
Vulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive OverviewVulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive Overview
 
Best Practices for Effectively Running dbt in Airflow.pdf
Best Practices for Effectively Running dbt in Airflow.pdfBest Practices for Effectively Running dbt in Airflow.pdf
Best Practices for Effectively Running dbt in Airflow.pdf
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
 
July Patch Tuesday
July Patch TuesdayJuly Patch Tuesday
July Patch Tuesday
 
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSECHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
 
CiscoIconsLibrary cours de réseau VLAN.ppt
CiscoIconsLibrary cours de réseau VLAN.pptCiscoIconsLibrary cours de réseau VLAN.ppt
CiscoIconsLibrary cours de réseau VLAN.ppt
 
Integrating Kafka with MuleSoft 4 and usecase
Integrating Kafka with MuleSoft 4 and usecaseIntegrating Kafka with MuleSoft 4 and usecase
Integrating Kafka with MuleSoft 4 and usecase
 
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
 
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
 
Google I/O Extended Harare Merged Slides
Google I/O Extended Harare Merged SlidesGoogle I/O Extended Harare Merged Slides
Google I/O Extended Harare Merged Slides
 
Figma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdfFigma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdf
 
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
 
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
 
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptxIntroduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
 
Salesforce AI & Einstein Copilot Workshop
Salesforce AI & Einstein Copilot WorkshopSalesforce AI & Einstein Copilot Workshop
Salesforce AI & Einstein Copilot Workshop
 

Stefena Broadbent PICNIC07

  • 1. Trends in Communication and Entertainment Stefana Broadbent User Adoption Lab Swisscom Innovations 27 September 2007 Why people hate to talk, love to write, dont’t skip the ads and still listen to the radio
  • 2. 250 households visited each year Home interviews with more than 800 people each year
  • 3. The data we collect Lifestyle, communication, social networks, usage of internet, TV, music
  • 4. Disconnected data that points in the same direction
  • 5. Written communication prevails IM More than 60% of all exchanges are in written form 22% email fix phone mobile phone sms 35% 20% 18% 5% Longitudinal Study 2006 Swisscom Innovations
  • 6. Written channels are used as background to other activities Text allows users to discretely keep in touch while doing something else at home public transportation at school / university at work private transportation public space visiting someone others sms email mobile fix phone others 0% 20% 40% 60% 80% 100% Longitudinal Study 2006 Swisscom Innovations
  • 7. People with digital video recorders never watch commercials, right? New York Times 16th February 2007 Add that to the list of urban myths.
  • 8. People with digital video recorders never watch commercials, right? New York Times 16th February 2007 A lot of people with digital video recorders (DVRs) are not fast-forwarding and time-shifting as much as advertisers feared. According to new data released yesterday by the Nielsen Company , people who own still watch, on average, two-thirds of the ads.
  • 9. People with digital video recorders never watch commercials, right? New York Times 16th February 2007 One big reason is that many people with DVRs still tune in to watch about half of their shows at the scheduled start time, meaning they must sit through commercials.
  • 10. People with digital video recorders never watch commercials, right? New York Times 16th February 2007 Even when people watch recorded shows later, many are not fast-forwarding through the ads. On average, DVR owners watch 40% of commercials that they could skip over – Perhaps because they like ads, don’t mind them or simply can’t be bothered.
  • 11. Online video substitutes TV, right ? Nielsen 17th July 2007 33% indicated that watching video over broadband internet increased their television viewing time... 13% indicated it decreased their traditional television viewing.
  • 12. Concentrated viewing is short on TV and even shorter on the PC Study by Veronis Suhler Stevenson 2007 Consumers typically watch broadcast or cable TV at least 30 minutes per session, compared to the 5 to 7 minutes spent viewing video clips online .
  • 13. Activities in front of the TV email phone work school work office sleeping play „ If I watch I watch“ PC work household reading eating talking 2,2% 3,4% 3,4% 5,6% 5,6% 6,7% 7,8% 10,1% 11,2% 11,2% 13,4% 19,1% TV Habits 2006 Swisscom Innovations
  • 14. Local radio is dying, right ? Arbitron / Edison Media Research 19th April 2007
  • 15. Less than 10% report less time listening to the radio due to time spent on MP3 player Arbitron / Edison Media Research 19th April 2007
  • 16. Newspapers are dead, right ? Daily paid newspapers in Europe saw a 4% decrease over five years When free dailies are added, circulation increased 12% over five years World Association of Newspapers 2007
  • 17. There is no substitution: everything is added More devices, more channels, more media
  • 18. Everything is moving into the background IM and email run in the background Music is background TV is being viewed in the background Daily Newspapers are read as background
  • 19. The importance of routines In psychology this mechanism is called creating a routine making an activity or parts of the activity automatic so that attention can be directed onto something else e.g. learning to type, to play the piano or drive writing an sms while talking and walking How do we usually move something into the background less attention less consciousness Attention is refocused on that activity when there is an unexpected change
  • 20. Media routines Users have many media routines: the radio channel they always listen to while having breakfast the news show they watch before going to bed the web pages they skim through when hey arrive at work the call to mother on Sunday morning the SMS to say I‘m on my way
  • 21. Bye Bye routines The ICT industry is offering you more and more deliberate choices VOD HDD recorders IPTV archives personalised radio stations podcasts, videocasts VOIP anything that gets ICT industry excited has to do with users deliberately choosing what to consume at any precise moment
  • 27. Users can only multitask if we don‘t ask for ALL their attention Choosing kills routines and requires attention Choosing moves the activity to the foreground Choosing means comittment Being in control means being focused
  • 28. Personalisation: no thanks I have personalized a portal and use it frequently I have personalized a portal but use it infrequently I have personalize a portal but did not find it useful I have never tried to personalize a portal I did not realize you could personalize a portal 26% 17% 8% 37% 12% Forrester Research : Consumer Technographics North America Online Survey 2005