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This presentation highlights how smart phones and tablets impact the way people consume content and media in the Middle East. It shares statistics on usage habits, interests, and needs of smart devices' owners. It shows how Technology is bringing emotions back to the relationships that people create with the media they like, people they connect to, and brands they love.
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THE RISE OF THE MULTISCREENERS
How smart phones and tablets are changing the way content and
media is consumed in the Middle east
TAREK DAOUK CHIEF INNOVAT ION & INTEGRATION OFF ICER
@tdaouk
linkedin.com/in/tarekdaouk
“Attention Deficit Hyperactivity Disorder”
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28 hoursof content and media consumed per day
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-80% -60% -40% -20% 0% 20% 40% 60% 80%
I became more selective of the information I choose to see/read
I am overloaded with content and information
They have curation tools to create
a clear & focused environment
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They become more
Immersive
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Mass media mobilizes people to immerse themselves in brands’ and media stories, while smart devices make the immersion experience more rewarding
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They become less interested in 360 degree superficial encounters and look for meaningful human experiences. They use devices smartly and emotionally to immerse themselves deeply in their
interests and connect better with people and content they care about
360
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They become more
Sociable
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The social internet is helping improve the
quality of the content generated and posted
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From mass
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To Creative
Middle Class
Netizens : Low quality, no budget content
The content pyramid
TLC:Premium Content
Creative Middle Class: creative minds with decent
production facilities to produce good quality sharable content with
reasonable budget
METHODOLOGY & OBJECTIVES
Objectives & Methodology
Objectives:
The research was conducted to:• Aid understanding of the dynamics between television and smartphones and tablet
usage• Identify the ‘immersed’ consumer and their usage of multiple screens • Ascertain how these screen options impact their mindset and actions when looking at
or for content
Methodology:
• The study was conducted in KSA using proprietary online research panel• Interviews were conducted with Saudi and Expat Arabs aged between 18 to 40yrs• The length of the interview was around 15 minutes