© MTM London 2010 | Prepared by MTM London. Contact [email protected]; Tel +44 (0) 20 7395 7510
Three screening – facts, fictions and fads
8th November 2010
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© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 2
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Three screens – facts, fictions and fads?
• Setting the scene
• Panel discussion:
− Three screens – what’s happening?
− Implications?
− The future – what next?
• 2015 predictions – facts, fictions or fads?
AGENDA
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 3
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Internet connectivity and IP- connected devices are proliferating in the UK and across Europe WHAT’S HAPPENING?
• Growth of higher-speed broadband …
• … and of wireless/mobile internet connectivity
• Rapid take-up of smartphones …
• … and proliferation of new networked devices: tablets, consoles, TVs
Growing numbers of consumers are consuming across multiple screens
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 4
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Today, 10% of Europeans are regularly using three screens to access and consume content – 55% are 16-34, 55% are maleMULTI-SCREENERS
“1 in 10 (52m) Europeans across the
15 countries surveyed [by the EIAA] watch TV,
use the internet on a PC or laptop and use the internet on a mobile phone or
PDA”
Source:EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 5
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Internet emerges as the ‘must have’ media amongst these multi-screeners with two thirds (66%) claiming they would be lost without it
17%
6%
66%58%
8%4% 1%
35%
12%
31% 28%
3%9%
2%
Watch television(not through
Internet)
Listen to theRadio (not
throughInternet)
Use the Internet(total)
Use the Internet(PC)
Use the Internet(Mobile)
ReadNewspapers
Read Magazines
Multi-Screeners
Non Multi-Screeners
Q5h. Which one of the following types of media would you be lost without?
We found that multi-screeners in Eastern Europe are more likely to feel lost without the internet with 79% claiming they could not be without it compared with only 14% feeling lost without television
EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 6
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29%Watch video
online*
46%
37%37%
Multi-ScreenersNon Multi-Screeners
40%
23%Download
music*
21%Download
video clips/content*
23%Listen to
the radio*25%
Game online*
30%
Q7b. Which of the following types of web activities do you use at least once a month (via PC, laptop, mobile phone or PDA)?
* via PC, laptop, mobile phone or PDA
Multi-screeners are keen online video consumers and their thirst for entertainment does not stop there
EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 7
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TV
INTERNET ON PC
NEWSPAPER
MAGAZINE
68%
34%
29%
AT LEAST ONE OTHER MEDIA: 86%
38%
INTERNET ON
MOBILE
TV
INTERNET ON PC
NEWSPAPER
MAGAZINE
26%
28%
20%2%
INTERNET ON
MOBILE
Multi-Screeners Non Multi-Screeners
86% of multi-screeners use at least one other media whilst they watch TV with 68% using the internet, compared to 26% of
TV watching non multi-screeners
AT LEAST ONE OTHER MEDIA: 69%
European multi-screeners are sophisticated media meshers
EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)
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In the UK, twin-screening and multi-screening appear common …UK MULTI-SCREENING ACTIVITY
Source: Yahoo!, Appetite – The Hunger for Mobile Media (2010)
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 9
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Going forwards, three-screen users – and twin-screening behaviours – are likely to become far more common
FOR EXAMPLE: USA TWIN-SCREENING
Source: Source: Nielsen Cross-Platform Homes, March 2010; Simultaneous users are those who simultaneously used the TV and the internet for at least one minute during the month
71% of people use both TV and internet; more than half use TV
and internet simultaneously
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 10
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For marketers, the growth and development of a three-screen media market could create compelling new opportunities …
• Campaigns can build effectiveness across channels, as consumers respond to messages in one channel
• Ability to engage more deeply and retarget
• New combinations of brand-building, performance and direct response
POTENTIAL OPPORTUNITIES
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… as well as important new challenges
• (Even) greater variation between different groups of consumers?
• Media measurement becomes more challenging?
• Far more data sets to combine and manage?
CHALLENGES
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And in the future … ?
WHAT’S NEXT
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To help us understand what’s happening …
• Tim Hussain – Head of Mobile and Video Advertising, BSkyB
• Alison Fennah – Executive Director, EIAA
• Louisa Wong – Director of Media Platforms, iProspect (Aegis)
• Louise Ainsworth – Managing Director, EMEA, Nielsen
• Laura Chaibi – Director of Research EMEA, Yahoo!
OUR EXPERT PANEL
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1. What’s happening?
2. Opportunities & challenges?
3. The future?
We’ll structure our discussion around three areas …
STRUCTURE OF OUR DISCUSSION
Three screens: facts, fictions
and fads
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What’s happening across the media market today?
1. What’s happening?
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What are the opportunities and challenges for advertisers?
SO WHAT?
2. Opportunities and challenges?
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How will three screening change the media market?
WHAT HAPPENS NEXT?
3. The future?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 18
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Time for some audience participation …
Facts, fictions and fads
Facts Fictions Fads
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 19
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The winning lottery numbers in 2015’s first draw are …
Facts, fictions and fads
3 9 21
28 29 42
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 20
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The X-Factor will be the UK’s most popular television programme …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 21
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HD ‘technology add-ons’ will allow consumers to project content from most devices onto any wall …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 22
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Panoramic sunglasses that stream video will be common …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 23
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Games console will become media consoles, powering multiple screens in the house with media services …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 24
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New flexible screen technologies will emerge and the first epaper newspapers will go on sale …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 25
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Little screens will continue to amplify big screen success – Susan Boyle moments will be commonplace …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 26
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Reliable multi-screen media measurement solutions will be readily available in the UK …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 27
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EU Commission lobbies for the break up of major media corporations …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 28
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The majority of people in the UK will be able to access internet services through their TV …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 29
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Anyone under the age of 20 will spend more time consuming online video than linear TV …
Facts, fictions and fads
… in 2015?
© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 30
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Thank you to our panel
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Contact information
Jon Watts
Co-founder and Director
MTM London
1 Earlham Street
London
WC2H 9LL
United Kingdom
Telephone: +44 (0) 20 7395 7510
www.mtmlondon.com
Laura Chaibi Director of Research and Insights EMEA & GST outreach
Yahoo! 125 Shaftesbury ave, London, WC2H 8AD
email: [email protected] direct +44 (0)207 131 1466mobile +44 (0)7976 454 503
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