Archive for May, 2013

Phase 6:Three Peaks

Thursday, May 30th, 2013

Phase 6: Three Peaks! The sixth year of 1-3-9 Media lab looked at three peaks of engagement (Olympics/autumn viewing and Super Bowl)  and use of second screens and also addressed a long list of future related questions crafted by members at BBC council chambers in 2012.

Monitoring all activities across the sample of 50 + individuals in the US and the UK including families and housemates,  Phase 6 looked at broad based audience behaviour and use of complementary content apps on multiple devices focusing on peaks in engaging TV content.  Devices included the Slate/Galaxy/Surface/iPad/iPhone/Galaxy mobiles (smart phones and tablets) and a range of connected and Smart TV’s including; Samsung ES7000, Sony 3DTV, Panasonic Viera and some households had HDTV’s with YouView).

Emerging results were presented in draft to members in April 2013 and showed the most interesting and fast changing behaviour since the lab began in 2007. Members of 1-3-9 Media Lab received the latest 2013 Report with detail on audience engagement with content that was viewed privately vs. socially and reported on instances of sharing and interaction in and out of the home across screens and devices.

The focus of this latest phase of research addressed a list of future focused questions (crafted at BBC council chambers by Sky, Skype, Samsung, ITV, BBC and Microsoft) and also designed to address emerging interest by the industry in understanding viewing during peak engagement on high urgency content and propensity and type of interaction on second screens.

The report evidences rapid behavioural change particularly among children and parents.

Here are some very quick examples of a few of the many changes that are happening….this should provide clues in a broader sense on the rapid behavioural shifts between the audience.

Firstly among the youngest of children, there was increased appetite for access to multiple devices for longer periods of time - tablets or phones and TV.

Secondly there is little appetite for synergy across screens by children - for example three year old wanting favoured long form relaxing content on the TV coupled with active programmes on the tablet a similar pattern emerged for the older children aged 10 and 12 collecting together to watched favoured content on the TV whilst gaming on the tablets.

This is the appetite as we see for the immediate future – dynamic viewing on the second screen when the main screen is on feeding the compromise viewing that is also very much loved but viewed differently.

Thirdly we found a difference between US and UK child rearing that may be interesting to explore with quant research.  It involved a difference in  etiquette around TV where UK parents of children preferred children to use one screen or the other and this differed to US parents who allowed their three, five and seven year olds access to tablets similar as one might have been allowed an etch sketch whilst watching the TV.  Indeed children in the UK use of second screen in front of the TV were more restricted by parents – “it’s one or the other” and children in the US were found to be allowed to have ‘greater access ‘ to both the main and second screens. Parents in the US felt safe with the child friendly tablet – attitudes may have been due to scarcity factors, but researchers believed it was mainly due to etiquette and learning.

Similarly, dominance by key individuals (Dads) remains a key barrier for access and exploration on the Smart TV - but continues to drive exploration by other members in the household, satiating their content needs off laptops and tablets to access favoured Netflix and YouTube content or occupying themselves with gaming.

For further detail contact office@acbuk.net.

Upcoming Conferences: Sarah Pearson (MD) will be speaking at the European Broadcasting Union Technical Assembly: Strategic Focus Stream on June 13th 2013.

Look out for further information on ACB’s new exhibition area in the Future Zone at IBC in September, 2013!