Stefena Broadbent PICNIC07

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.



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.



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.



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

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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.

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Activities in front of the TV

email

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

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Local radio is dying, right ?

Arbitron / Edison Media Research 19th April 2007

© S

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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

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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

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bent

There is no substitution: everything is added

More devices, more channels, more media

© S

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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

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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

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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

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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

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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

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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

Stefena Broadbent PICNIC07

Technology

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