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‘consumer behaviour and media platforms: the technology is there but will they use it?'
ippr oxford media convention
affiliated to the
19th january 2006
andrew canter, managing director
dedicated to jake frank canter29.10.05
for your business
e sy
for your business
digital has opened the ‘door’ to enabling technology
1. lower entry costs
2. consumer demand
3. rapid advancement
for your business
1 2 3 4 5 6 7 8 9 10 11 12 13 14
colour TV
vcr
video cameras0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
colour TVinternet accessdigital tvvcrmobile phonesvideo gamesvideo camerascd players
digital tv has shown the fastest growth rate
penetration of colour tv, internet, digital tv, vcr,mobile phone, video games, and video cameras
source: industry estimates/the future foundation/understanding & solutions
number of years
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the cost of tv has changed
£5,000
1990’s
under£1,000
2000’s
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millions of consumers are already using this technology
1 million5 million
1.7 million
1 million(185k in 1st
Week)
fastestselling inuk history
2 million
source: tgi/mpg/mda/bbc/icm direct/contentworx forecasts
2 million
500k units
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the ipod generation
2005
jan: ipodshuffle 1gb£75aug: 5th gen.60gb music,photos15,000 songssep: ipod nano2gb £139oct: ipod video
£299now£279
2006
iphone?
£?
2001
5gbmusic
£325now£50
1999
basic mp3 player
£100now£10
*Cost:
* n.b. all costs are estimatessource: apple/contentworx forecasts
2002
mar: 10gbjul: 20gbpc compat.dec: 3rd gen.new buttons/layout10, 15, 30gb5gb Major price cut
£150now£30
2003
7,500 songsitunes musicstore-downloadjune: 1 millsep: 1.4 milldec: 40gb versionreplaced 10gbwith 15gb sameprice
£250now£100
2004
mini ipod £504gb hard drivejun: 4th gen.£75 price cut+ new softwarenov: ipod photorefine i/face,add capacity,slimmed down,added features
£225now£150
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£22 billion
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a new breed of entertainment company?
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the bbc are investing heavily in new technology
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entertainment is now an interactive experience
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we are witnessing real convergence
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don’t just take our word for it!
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viewers migrate away from tv setthe report set out to look at the following four key areas:-
1. ad-avoidance – e.g. what do consumers like best about their pvrs?
2. viewer migration – e.g. what devices were they using to watch tv programmes and how long were they spending on those devices?
3. on-demand – e.g. would they want to pay, if so how much for the convenience of this type of this service?
4. attitudes towards branded content funded by advertisers – e.g. would they be willing to watch this type of involving 'advertising' content? would they be prepared to pay to avoid advertising?
source: ICM direct/contentworx
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key findingsx around 2.0 million watch tv via broadbandx skipping through ‘ad-break’ at ‘30 times normal
speed’ best feature of sky+x almost one-third (29%) of viewing tv programmes
takes place away from tv set, amongst certain age groups
x majority (52%) of those watching tv via broadband, spent ‘over 30 mins’ per day
x those viewing via mobile, most (22%) spent ‘up to 10 mins’ per day
x vast majority (61%) of younger age groups (18-24) are willing to watch content funded by advertisers
x almost a quarter (23%) are prepared to pay to avoid watching ‘ads’ in the future
source: ICM direct/contentworx
for your business
new model
earlier adopters
‘earlier adopters’
Source: contentworx
old model
early adopters
late adopters
mass market
tric
kle
dow
n e
ffect
for your business
partnerships are critical
for your business
a new lease of life
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style v function
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technology enriches our lives
source: letter’s page, prima magazine
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“this is revolution, not evolution”
than you
affiliated to the