12. WE SEE THAT DIFFERENT
SCREENS PLAY DIFFERENT
ROLES IN PEOPLE‟S LIVES
Pre-recorded content
offers the opportunity for
people to connect with
their personal interests
and retreat to their own
space
Multi-tasking is becoming
less dis-jointed. People
are using twitter on their
laptop/phone whilst
watching TV to engage
with the programme
rather than using it to
switch attention at low
engagement points.
(Source: Real World Britain, 2013)
“When its live then
obviously no-one has
seen it yet, no-one knows
what’s going to
happen, everyone is
giving their opinions and
it’s really dramatic."
Aife, 17, Shropshire
13. THE SAGE
THE JESTER
THE LOVER
THE
EXPLORER
„ARCHETYPES‟ CAN HELP
TO UNPICK THE ROLES OF
THESE SCREENS
Microsoft 2011
14. BUT OUR RESEARCH
HAS REVEALED THAT
USAGE IS ACTUALLY
VERY FLUID ACROSS
DIFFERENT CONTEXTS
20. „PLAYING ALONG‟ IS NOW
BECOMING AN INTEGRAL
PART OF WATCHING TV
The Million Pound Drop app
really enhances your
enjoyment…you always shout at
the TV ‘Oh my god I could have
got that right!’ and know is your
chance to prove it!
21.
22. 1 IN 5 HAVE USED A
SYNCHRONOUS APP
WHILST WATCHING TV
Of those, 78% believe smart
devices are the best way to
engage with TV shows
(Red Bee Media, 2012)
23. “Whilst I‟m watching
Nigellissima I‟ll have the laptop
or iPad on my knee, looking up
recipes and potentially
tweaking my grocery shopping
online”
Ali, 33, Shropshire
26. PREDICTION:
1 in 10 household will watch TV on
two or more screens, simultaneously and
within the same room
(Deloitte, 2012)
Partners and children are more
likely to keep a TV viewer company
if they can multi-screen – whereas
previously they might not have
stayed in the same room
27. WE‟RE ALREADY SEEING
EVIDENCE OF THIS WITH OUR
RWB BLOGGERS
Femi’s family TV Femi’s (very large!)
desktop monitor
Femi’s iPad
I might have loads of people round who don’t want to watch football, so
sometimes what I do is just watch the football on the computer screen and
they’re watching a family programme or DVD on the TV…I use my iPad to keep up
with Twitter
Femi, 31, Middlesex
28. BUT ARE WE „ALONE
TOGETHER‟?
Professor Sherry Turkle
30. HOW IS MOBILE BEING USED ALONG THE
PURCHASE JOURNEY FOR YOUR PRODUCTS?
DO YOU UNDERSTAND THE „FLUIDITY‟ IN
WHICH PEOPLE ARE INTERACTING WITH
YOUR BRAND IN DIFFERENT SCREEN
CONTEXTS?
HOW ARE YOU TAKING ADVANTAGE OF
OPPORTUNITIES TO INTERACT ACROSS
MULTIPLE SCREENS?
HOW ARE YOU BRINGING PEOPLE TOGETHER
I’m really excited to introduce Real World Britain to you today.Real World Britain is our latest insight offering – a panel of 36 video bloggers who are regularly blogging for us on a number of tasks that we set for them. Real World Britain allow us regular access to the homes of people up and down the country who will be telling us what they are thinking, feeling and doing so that we can feed this insight into the work that we do for you, our clients.We’ll be sharing some of these findings with you today as well an introducing you to a few of our fabulous bloggers.Alongside the RWB tasks, we’ve also carried out some quantitative research amongst a nationally representative sample of 1000 to underpin our bloggers insights with robust quantitative data.
With a powerful computer in the pockets of one in two people, unsurprisingly m-commerce is a reality and is growing rapidlymobile is being seemlessly integrated into the purchase process – in many cases shortening it significantly22% of our sample had bought something via a mobile website or retailer app. And for many people this way of buying is becoming the norm. A couple of our respondents spoke of how they used their mobiles to shop rather than their main laptop.
And even if people are buying using their mobile, they are certainly using it during their purchase journey - 42% of people in our research said they had used their mobile at some point in a purchase journey. This could be either by scanning a bar code to compare prices, using mobile search or reading product reviews whilst shopping
M-commerce is making purchase journeys shorter and making impulse shopping even easier.15% of people have bought something on impulse using mobile.One of our bloggers was at a conference, talking about Belvita biscuits to someone – she decided she really wanted some and bought them there and then using the Amazon app on her mobile.
And impulses are heightened whilst under the influence of alcohol - 14% of people have bought online or via a mobile whilst drunk These are some of the things that our respondents admitted to buying.Expensive shoes, music and dvds and one person even admitted to buying a treadmill – must have been a new year’s eve purchase!
It’s worth point out here that m-commerce and t-commerce (ie tablet commerce) are not the same.Nearly 50% of tablet users don’t take their tablet out of the homeThe tablet user experience is a very different experience from the mobile one – with tablets bridging the divide between touch phones and laptops – and needing to be seen as such.
So mobile is playing a hugely important role in the purchase journey and beginning to change the way people shop.It’s also changing the way that people view TV.
So mobile is playing a hugely important role in the purchase journey and beginning to change the way people shop.It’s also changing the way that people view TV.
