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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
PERSONEN
MutterEinkaufenmit Ronja
Haushalt, Hausaufgabender Kinder helfen
Einkaufen, Alina insJudo fahren
Kinder ins Bett bringenreden mit Kindern PCK
och
en
Kind 1 Schule
Kind 2 Schule
Kind 3 SchuleHausauf-gaben
Kind 4Einkaufenmit Mutter Musik
Lesen Lese
n
JudoTelefonie-ren
Sn
ack Hausaufgaben
Mutter helfen PC TV
TV
TV
Koch
en
Hau
sau
f-g
ab
en
Hau
sau
f-g
ab
en
Ess
en
Bad
Vater Arbeit ArbeitTVGespräche
TV zu zweit, spielen
Sp
ort
14.00h 0.00h15.00h 16.00h 17.00h 18.00h 19.00h 20.00h 21.00h 22.00h 23.00h
PERSONEN
MutterEinkaufenmit Ronja
Haushalt, Hausaufgabender Kinder helfen
Einkaufen, Alina insJudo fahren
Kinder ins Bett bringenreden mit Kindern PCK
och
en
Kind 1 Schule
Kind 2 Schule
Kind 3 SchuleHausauf-gaben
Kind 4Einkaufenmit Mutter Musik
Lesen Lese
n
JudoTelefonie-ren
Sn
ack Hausaufgaben
Mutter helfen PC TV
TV
TV
Koch
en
Hau
sau
f-g
ab
en
Hau
sau
f-g
ab
en
Ess
en
Bad
Vater Arbeit ArbeitTVGespräche
TV zu zweit, spielen
Sp
ort
14.00h 0.00h15.00h 16.00h 17.00h 18.00h 19.00h 20.00h 21.00h 22.00h 23.00h
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
sms35%
20%
18%
5%
Longitudinal Study 2006 Swisscom Innovations
Written channels are usedas 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
otherssms email mobilefix phone others
0% 20% 40% 60% 80% 100%
Longitudinal Study 2006 Swisscom Innovations
People with digital video recordersnever watch commercials, right?
New York Times 16th February 2007
Add that to the list of urban myths.
People with digital video recordersnever 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 recordersnever watch commercials, right?
New York Times 16th February 2007
One big reason is that many people with DVRs still tune in to watch abouthalf of their shows at the scheduled start time, meaning they must sit through commercials.
People with digital video recordersnever 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.
© S
tefa
na B
road
bent
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.
© S
tefa
na B
road
bent
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.
© S
tefa
na B
road
bent
Activities in front of the TV
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
© S
tefa
na B
road
bent
Local radio is dying, right ?
Arbitron / Edison Media Research 19th April 2007
© S
tefa
na B
road
bent
Less than 10% report less time listening to the radio due to time spent on MP3 player
Arbitron / Edison Media Research 19th April 2007
© S
tefa
na B
road
bent
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
© S
tefa
na B
road
bent
There is no substitution: everything is added
More devices, more channels, more media
© S
tefa
na B
road
bent
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
© S
tefa
na B
road
bent
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
© S
tefa
na B
road
bent
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
© S
tefa
na B
road
bent
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
© S
tefa
na B
road
bent
Choose your shows
© S
tefa
na B
road
bent
Teach your radio
© S
tefa
na B
road
bent
Control your video
© S
tefa
na B
road
bent
Choose your moment
© S
tefa
na B
road
bent
Choose your layout
© S
tefa
na B
road
bent
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
© S
tefa
na B
road
bent
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