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Understanding the 4th Screen
Some assorted insights from Essen4al Research. Stuart Knapman, June 2011
First, a quick intro to Essen4al Research
Let’s rewind 15 years…
Let’s rewind 15 years…
Watch Do Call
But then came convergence…?
In fact the 3 screens retain dis4nc4ve core values…
Trusted friend Home social life
Shared experiences Relaxed, winding down
Leisure 4me Habitual behaviour
Some mistrust Virtual social life
Solitary experience Focused
Work ‘baggage’ Searching & foraging
Highly dependent All social life
Highly personal Focused and relaxed
Work and play Reliance on key apps Loca4on-‐specific
But now there’s a 4th screen
Who’s got one?
Male
Young(ish)
ABC1
Smartphone owner
60% early adopters – but 40% not
What’s stopping everyone else?
Cost vs benefit / perceived uniqueness
Category uncertainty
Not perceived necessity
Pace of change vs high cost
Confusion and worry about mobile connec4vity
The problem of rela4ve advantage
Stuff I do already – with a smaller
screen
Stuff I do already – with a bigger
screen
Smartphone vs my PC internet Tablet vs my smartphone
“I thought at first it would be like my HTC phone but bigger.
And in fact, it is like my HTC phone,
but bigger.”
Now consumers understand the unique role of smartphones
And this is star4ng to emerge for tablets
Befer use of dead 4me
Shared fun, family resource
Flexible entertainment
Easier access to info
Tac4le!
Barriers will con4nue to fall, WOM will set in
Laptop trends
Cost
Supply
4 screens with dis4nc4ve core values?
Trusted friend Shared relaxa4on
Habitual
S4ll some mistrust Solitary Focused
Work ‘baggage’ Searching & foraging
Highly personal Instant info & snacks Loca4on-‐specific
Instant long-‐form entertainment Portable, flexible
sharing Social surfing Deeper mobile produc4vity
How will this change mainstream behaviour?
Facebook Long form messages Crea4on
Quick connec4on Greater frequency Loca4on-‐specifics Social extension
Shopping Research Price comparison Product immersion
Mobile coupons POS resource
Loca4on-‐specifics
Easier engagement with TV
Easier event-‐driven chat
More gaming
More leisure, browsing & bookmarking More impulse purchases?
Easier response to TV
How will this change mainstream behaviour?
Health Research ‘My health’
Entertainment Single progs Individual ac4vity
Email links
Mobile showcasing Immediate viral
Clips
Increased VOD Films too
TV interac4on
‘Doctor and pa4ent resource?
As with smartphones, en4rely new behaviours will emerge
Revolu4on in wrifen word consump4on
Bespoke content, plays to device strengths
Spontaneous entertainment gra4fica4on
Dual screen engagement
What does it mean for me?
Successful services & experiences are sympathe4c to the core values of each screen
Implica4ons for tablet-‐specific and cross-‐plalorm content
Marketers: communicate uniqueness and func4onal benefits
Exis4ng behaviours will manifest themselves in brand new ways – can you ‘own’ them?
Big poten4al for dual screen behaviour and impulse consump4on
Thanks [email protected]
