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‘consumer behaviour and media platforms: the technology is there but will they use it?'

affiliated to the. dedicated to jake frank canter 29.10.05. ‘consumer behaviour and media platforms: the technology is there but will they use it?'. ippr oxford media convention. 19th january 2006. andrew canter, managing director. y. e. s.

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‘consumer behaviour and media platforms: the technology is there but will they use it?'

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  1. affiliated to the dedicated to jake frank canter 29.10.05 ‘consumer behaviour and media platforms: the technology is there but will they use it?' ippr oxford media convention 19th january 2006 andrew canter, managing director

  2. y e s

  3. digital has opened the ‘door’ to enabling technology • lower entry costs • consumer demand • rapid advancement

  4. digital tv has shown the fastest growth rate penetration of colour tv, internet, digital tv, vcr, mobile phone, video games, and video cameras number of years source: industry estimates/the future foundation/ understanding & solutions

  5. 1990’s 2000’s under £1,000 £5,000 the cost of tv has changed

  6. 1 million 2 million 2 million 5 million fastest selling in uk history 1.7 million 1 million (185k in 1st Week) 500k units millions of consumers are already using this technology source: tgi/mpg/mda/bbc/icm direct/ contentworx forecasts

  7. the ipod generation 1999 basic mp3 player £100 now £10 2001 5gb music £325 now £50 2002 mar: 10gb jul: 20gb pc compat. dec: 3rd gen. new buttons/ layout 10, 15, 30gb 5gb Major price cut £150 now £30 2003 7,500 songs itunes music store-download june: 1 mill sep: 1.4 mill dec: 40gb version replaced 10gb with 15gb same price £250 now £100 2004 mini ipod £50 4gb hard drive jun: 4th gen. £75 price cut + new software nov: ipod photo refine i/face, add capacity, slimmed down, added features £225 now £150 2005 jan: ipod shuffle 1gb £75 aug: 5th gen. 60gb music, photos 15,000 songs sep: ipod nano 2gb £139 oct: ipod video £299 now £279 2006 iphone? £? *Cost: * n.b. all costs are estimates source: apple/contentworx forecasts

  8. £22 billion

  9. a new breed of entertainment company?

  10. the bbc are investing heavily in new technology

  11. entertainment is now an interactive experience

  12. we are witnessing real convergence

  13. don’t just take our word for it!

  14. viewers migrate away from tv set the 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

  15. key findings • around 2.0 million watch tv via broadband • skipping through ‘ad-break’ at ‘30 times normal speed’ best feature of sky+ • almost one-third (29%) of viewing tv programmes takes place away from tv set, amongst certain age groups • majority (52%) of those watching tv via broadband, spent ‘over 30 mins’ per day • those viewing via mobile, most (22%) spent ‘up to 10 mins’ per day • vast majority (61%) of younger age groups (18-24) are willing to watch content funded by advertisers • almost a quarter (23%) are prepared to pay to avoid watching ‘ads’ in the future source: ICM direct/contentworx

  16. new model old model early adopters earlier adopters trickle down effect late adopters mass market ‘earlier adopters’ Source: contentworx

  17. partnerships are critical

  18. a new lease of life

  19. style v function

  20. technology enriches our lives source: letter’s page, prima magazine

  21. “this is revolution, not evolution”

  22. than you affiliated to the

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