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Three Screens and a CloudA Closer Look at the 3rd Screen
Christina CostaDirector, Strategy and Analysis
Based in Los Angeles, New York, London and with partner offices worldwide, Interpret’s on-the-ground staff, strategic partnerships and strong vendor relationships in key territories give us global reach with services throughout North America, Europe, Asia and Pacific.
Interpret Corporate Headquarters: 201 Santa Monica Blvd., Fourth Floor, Santa Monica, California 90401Main: +1 310 255-0590Fax: +1 310 255-0591Michael Dowling, [email protected] Costa, Director Strategy & Analysis, [email protected]
Tsunami of Personal Technology
Mainframe and Mini
Computers
Personal Computers
Ubiquitous & Contextual
Devices
Low TouchOne Device
High TouchOne Device
High TouchMultiple Devices
Mobile
Additional case
Cased with other objects
Pocketable Invisible
Laptops x x
Cameras x x
Smartphones x x
Media players x x
Feature Phones x x
Watches x
Take with you: Sometimes Always
Context Determines What’s Carried
5
Rich Experience
Mobility
Ultimate Goal
Consumer Trade-off of Needs
PERSONAL PROFESSIONAL
Media PlayerSmartphoneGame Device
Work e-mailFile transfer/
display
WorkWeb
E-mailCell phones
Personal Web surfing
Communication
Blurred Business/Consumer Line
“Please indicate the number of times you use the following features on your cell phone in a typical week.”Source: Interpret New Media Measure Survey - Wave 3. n=7853 Cell phone owner population; Wave 4. n=7,170 Cell phone owner population
Smartphones Increasingly Used For Both Recreational and Business
Purposes.
Percentage of Online Users
Nu
mb
er
of
Dev
ices
Co
nsu
me
rs
Are
Will
ing
to C
arry
on
a R
egu
lar
Bas
is
“How many portable devices (cell phones, cameras, handheld gaming devices, MP3 players, etc.) would you be willing to carry with you on a regular basis?”Source: Interpret New Media Measure Survey - Wave 1 2009 n=9032
The Consumer Rule of Three
Consumers prefer to carry one or two devices
Consumers will carry up to three devices
One size doesn’t fit all
Number and nature of devices will change based on context
Good news for device vendors
Best not to be device number four
The Consumer Rule of Three
23%
20%
27%
38%
44%
50%
46%
39%
42%
38%
37%
33%
24%
30%
20%
15%
12%
8%
4%
7%
4%
3%
2%
1%
1%
1%
2%
1%
0
0
2%
2%
2%
2%
1%
1%
0% 10% 20% 30% 40% 50% 60%
TEENS 12-17
ADULTS 18-24
ADULTS 25-34
ADULTS 35-44
ADULTS 45-54
ADULTS 55-65
More than 55
4
3
2
1
“How many portable devices (cell phones, cameras, handheld gaming devices, MP3 players, etc.) would you be willing to carry with you on a regular basis?”Source: Interpret New Media Measure Wave 1 2009 n=9032
Willingness to Carry Varies by Age
3 Devices
2 Devices
1 Device
“Which three of the following factors were the most important in your decision to purchase a cell phone from the particular company that manufactured it? Source: Interpret New Media Measure Wave 1 2009 n=9032
Multimedia Capabilities Do Not Currently Drive Phone Sales …
5.0
6.1
7.4
6.1
Hours Spent Listening to Music Per Week
“Please indicate the hours you spend listening to music on your cell phone in a typical week. “Source: Interpret New Media Measure Survey, Wave 4. n=9,018 US general population.
… But The Media Battle Will Move To Phone Thanks To The New Generation
0.190.150.15
0.24
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
Watched a full-length TV show on a portable device Downloaded a video clip to a portable media device
Q3 2008
Q4 2008
Question: “How many times in the last month have you done any of the following?”
Source: Interpret New Media Measure Survey; Wave 3. n=9838 US Population; Wave 4. n=9018 US Population
There Is Also Changing Preference For Short Clips Vs. Full-length Video
“Please indicate your opinion regarding the following statements. YOU'D PREFER FREE VIDEOS WITH SOME ADVERTISING, RATHER THAN PAYING FOR
SHOWS/MOVIES.” Source: Interpret New Media Measure Survey; Wave 3. n=9838 US Population; Wave 4. n=9018 US Population
23%
30%
0% 20% 40% 60% 80%
I’d rather have free videos with advertising than
pay for shows/movies.
Increased Acceptance of Free Videos with Advertising
Q4 2009
Q3 2008
30% Consumers Prefer Ad-supported (Free) To Paid Video Content
39%
31%
27%
26%
23%
12%
Copied or ripped a music CD that you own to a computer
Listened to a streaming music file over the Internet
Paid to download an individual song online from a paid music
retailer such as iTunes, or a subscription service such as Rhapsody or Napster
Downloaded music for free from a P2P site such as Limewire, or a torrent site such as BitTorrent
Copied or ripped a music CD that you that you borrowed from a friend or family member to a computer
Paid to download a full album online from a paid music retailer
such as iTunes, or a subscription service such as Rhapsody or Napster
“Which of the following activities have you done in the past 3 months?”Source: Interpret New Media Measure; Wave 1 2009, n=9032
But Will Consumers Pay For Content? The Answer Is Yes…In Some Cases
3%
4%
6%
7%
10%
14%
32%
44%
Napster
Rhapsody
eMusic
Walmart.com
BitTorrent
Amazon.com
Filesharing sites such as Limewire or Kazaa
iTunes
“In the past 3 months, from which of the following websites or online services have you downloaded albums or individual songs?“Source: Interpret New Media Measure Wave 1 2009, n=9032
Subscription Services Need To Be Evangelized Better
Mobile Applications Have At Last Been Embraced By Consumers
2/3 of users never installed a third party app
“Power Users” had an average of 10 apps installed
Overall average was 2-3 apps per device
At the Height of Palm OS Strength
Two billion mobile applications have been downloaded
By 50 million customers worldwide
That equals forty applications per customer
Today
Q1005. Which of the following companies manufactured the cell phone you use most often? Interpret NMM Wave 1 2009, n=9032
The US Phone Market Is Still Very Much Up For Grabs
Apple iPhone
RIM BlackBerry
PERSONAL PROFESSIONAL
Work e-mailProductivity
Web Browsing CommunicationEntertainment
Media
BlackBerry & Apple assume new roles
“How much do you expect to pay for your next mobile phone (after all rebates and promotions)?”
Source: Interpret MobileTrax 2009; 2nd Quarter Wave: n=1864 Smartphone Intenders
Most Potential Smartphone Owners Expect To Pay $50-$150 For A Cell
“If the prices below were based upon a 2 year contract, at which of these prices would you consider the phone to be priced appropriately.”
Source: Interpret MobileTrax 2009; 2nd Quarter Wave: n=1864 Smartphone Intenders
But Would Be Prepared To Pay Over $150 For It In Most Cases
Existingformat
Consumer adoption
Hardware support
Content support
Increased consumervalue proposition
Adoption Requires Evangelism & Unity
Thank You!
Christina CostaDirector, Strategy and Analysis
