THE MULTISCREENERS

FLUID DEVICES

1 THE INDISPENSABLE ROLE OF MOBILE

2

IMMERSIVE TV3

TV KEEPS PEOPLE TOGETHER

4

THE INDISPENSABLE ROLE OF MOBILE

1

22%

BOUGHT VIA MOBILE WEBSITE / RETAILER APP

Source: MediaCom Real World Insight

M-COMMERCE IS A REALITY AND GROWING

42%

HAVE USED THEIR MOBILE AT SOME POINT

IN A PURCHASE JOURNEY

Source: MediaCom Real World Insight

15%

BOUGHT ON IMPULSE VIA MOBILE

MOBILE IS MAKING IMPULSE SHOPPING EVEN EASIER

14%

BOUGHT ONLINE / VIA MOBILE WHILST DRUNK

Source: MediaCom Real World Insight

50%

DON’T TAKE THEIR TABLET OUT OF THE HOME

Source: GroupM Tablet Research

T-COMMERCE AND M-COMMERCE ARE NOT THE SAME

FLUID DEVICES

2

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

THE SAGE

THE JESTER

THE LOVER

THE EXPLORER

‘ARCHETYPES’ CAN HELP TO UNPICK THE ROLES OF THESE SCREENS

Microsoft 2011

BUT OUR RESEARCH HAS REVEALED THAT USAGE IS ACTUALLY VERY FLUID ACROSS DIFFERENT CONTEXTS

IMMERSIVE TV

3

‘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!

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)

“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

TV KEEPS PEOPLE ‘TOGETHER’

4

PREDICTION: 1 in 10 household will watch TV ontwo 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(Screen Life Report – Thinkbox)

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

BUT ARE WE ‘ALONE TOGETHER’?

Professor Sherry Turkle

SO, 4 QUESTIONS TO CONSIDER:

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 THROUGH MULTIPLE SCREENS?

THANKS FOR LISTENING