LONGITUDINAL ETHNOGRAPHY & ACCELERATION EXTENSION STUDY. April 28, 2015

Transcription

1 LONGITUDINAL ETHNOGRAPHY & ACCELERATION EXTENSION STUDY April 28, 2015

2 OBJECTIVES AND RESEARCH QUESTIONS

3 RESEARCH OBJECTIVES 1 Understand the changing media landscape resulting from internet technology and video platform proliferation 2 Inform the development of strategies for audience measurement 3

4 APPROACH In-Person & Digital Ethnography

5 WHY ETHNOGRAPHY Rooted in Anthropology Based on observations from the perspective of the consumer Has played a role historically in the development of audience measurement systems - Helps with various issues, including: Practical issues (e.g., measuring kids) Philosophical issues (e.g., what constitutes an exposure) 5

6 A NOTE ABOUT THE METHODOLOGY Ethnographic research is qualitative research By design, it is: - Not meant to be representative - Not meant to be projectable It is framed to oversample users of specific groups, such as: - SVOD Subscribers - Latinos 6

7 TWO STUDIES ACCELERATION EXTENSION 50 households in the Chicago area tracked over a 15 week period - Nov to April 2014 Initial visits of 50 households In-store or online purchase event Continual tracking of all households via a Participant Toolkit (PTK) and behavior and usage surveys 35 households revisited approximately 1 year later In-home visits and brief assignments via PTK LONGITUDINAL ETHNOGRAPHY National sample of 100 households tracked over two years Project duration: Nov to Oct Initial visits of 100 households Continual tracking of all households via a Participant Toolkit (PTK) Targeted, in-person time with 25 households Visited 20 new households in 2015 Follow-up visits to assess change 7

8 ETHNOGRAPHIC TOOLS Discrete, unobtrusive, fisheye cameras support genuine involvement and interaction during in-person ethnography. Digital ethnography is conducted using a Participant Toolkit. 8

9 ETHNOGRAPHIC TOOLS Discrete, unobtrusive, fisheye cameras support genuine involvement and interaction during in-person ethnography. Digital ethnography is conducted using a Participant Toolkit. Observers focus on being in the everyday lives of the respondent, not on capturing them. Follow up conversations occur via Skype, FaceTime, or Google Hangouts. 9

10 ACCELERATION EXTENSION Kirsten Bruckbauer, Research Director, GfK

11 ACCELERATION EXTENSION Sample and Method

12 RECRUITMENT FUNNEL & METHOD Recruitment was designed to identify households intending to make a media technology upgrade before remuneration was discussed. 1 INVENTORY 2 INTENTION 3 ENTHUSIASM 4 RECRUITMENT 12

13 ACCELERATION EXTENSION FINDINGS

14 ACCELERATION 1 Smart TVs emerged as the viewing device most participants intended to purchase in the near future Smart TVs are the apex of home theater technology and are a gateway to more upgrades. 14

15 ACCELERATION 2 The introduction of a Smart TV drew viewing time away from other devices in the household and became the stimulus for more group viewing Smart TVs bring viewers together. 15

16 ACCELERATION 3 When both a new Smart TV and streaming device enter a household, the household focuses on the Smart TV and uses the streaming device to supplement a non-smart TV in another room of the house Streaming is expanding to multiple rooms in the household. 16

17 ACCELERATION 4 While a new tablet did not become a dominant screen, it tended to establish a solid position in the household device hierarchy Streaming plays a role in tablet usage, but tablets are not the primary screen. Except for kids. 17

18 ACCELERATION 5 Streaming devices show the potential to shift household viewing patterns Viewing patterns are still dynamic and shifting as a result of the device/service ecosystem churn. 18

19 EVOLUTION OF STREAMING ADOPTION 19

20 EVOLUTION OF STREAMING ADOPTION 20

21 EVOLUTION OF STREAMING ADOPTION 21

22 STREAMING DEVICES THOUGHT OF AS MOBILE It helps maintain a home experience while you re on the road. HOUSEHOLD DEMOS Device purchased Household members 2 Change in Viewing TV service Digital subscriptions Apple TV Upgraded Cable RCN Netflix THE APPLE TV IS SMALL ENOUGH WHERE WE WILL BE ABLE TO EASILY SWITCH IT BETWEEN THE LIVING ROOM AND THE SECOND BEDROOM. HH12 [MY HUSBAND S] PARENTS LIVE IN IOWA. IT WOULD BE NICE TO BRING IT WITH TO WATCH MOVIES WHILE WE RE THERE. 22

23 EVOLUTION OF STREAMING ADOPTION 23

24 LONGITUDINAL ETHNOGRAPHY Heather Young, Senior UX Lead Researcher, GfK Hilary Whitehead, UX Lead Researcher, GfK

25 LONGITUDINAL ETHNOGRAPHY Sample and Method

26 STUDY SAMPLE PORTLAND KANSAS CITY CHICAGO PHILADELPHI A NEW YORK MEMPHIS PHOENIX MIAMI 26

27 LOCAL DISTRIBUTION CHICAGO Home theater receiver URBAN SUBURBAN RURAL EAST 15% 10% 5% MIDWEST 10% 5% 5% SOUTH 10% 5% 5% WEST 15% 10% 5% 27

28 STUDY SAMPLE HOUSEHOLD TYPES Multi- Generational Roommates Singles Couples Families with Children DEMOGRAPHICS 5 Asian 17 African American 19 Hispanic 58 White 28

29 STUDY TIMELINE Q1, 2014 Q2, 2014 Q3, 2014 Q4, 2014 Q1, 2015 Q2, 2015 Q3, 2015 Q4, 2015 Kickoff and Recruitment Ethnographic Visits Digital Ethnography Subset Visits 29

30 LONGITUDINAL ETHNOGRAPHY FINDINGS

31 THREE KEY VARIABLES DEVICE CONTENT SERVICE 31

32 OVER-THE-TOP VIEWING

33 OVER-THE-TOP KEY RESEARCH QUESTION? How and why do viewers make the decision to view Over-the-Top? 33

34 FRAMEWORK FOR UNDERSTANDING OTT DECISION MAKING MOTIVATION DEVICE Screen Preference CONTENT Specific or General SERVICE Usability, Breadth of Content CONTEXTUAL FACTORS Location Convenience Availability Viewers Time of Day 34

35 CONTENT-DRIVEN: NETFLIX ORIGINAL SERIES CONTENT House of Cards New, exclusive content is priority CONTENT DEVICE Tablet SERVICE Netflix Netflix is only option Preferred device is unavailable, so viewer selects tablet for portability and screen size 35

36 DEVICE-DRIVEN: RELAXING AFTER WORK COMFORT DEVICE Smart TV CONTENT Clips of Tonight Show SERVICE Hulu+ Most comfortable location is prioritized Defaults to familiar app with selection of content Follows recommendation to select content 36

37 SERVICE-DRIVEN: BROWSING FOR CONTENT COMPANIONSHIP DEVICE TV + Apple TV CONTENT Blacklist SERVICE Netflix Couple prioritizes high volume of content they can agree upon Use living room TV with Apple TV for comfort and convenience Select Blacklist after browsing based on word of mouth recommendations 37

38 OTT VIEWING IMPLICATIONS TO CONSIDER Unmeasured viewing is on the rise. 38

39 OTT VIEWING IMPLICATIONS TO CONSIDER Unmeasured viewing is on the rise. OTT viewing is most commonly driven by a desire to access specific content, though it may also be driven by a desire, or necessity, to use particular devices or services 39

40 OTT VIEWING IMPLICATIONS TO CONSIDER Unmeasured viewing is on the rise. OTT viewing is most commonly driven by a desire to access specific content, though it may also be driven by a desire, or necessity, to use particular devices or services When individuals initially start using an OTT service, it increases their total viewing time; over time, it may begin to take the place of other viewing modes. 40

41 GROUP VIEWING

42 GROUP VIEWING KEY RESEARCH QUESTION? What is the effect of group viewing on the constellation of variables that comprise a viewing session, including choice of content, service, and device, as well as viewer attention and presence? 42

43 A FRAMEWORK FOR UNDERSTANDING GROUP VIEWING BEHAVIOR ATTENTION TO THE MAIN SCREEN DURATION OF PRESENCE CONSISTENCY OF PRESENCE 43

44 GROUP VIEWING BEHAVIOR SCENARIOS Viewers Service/ Content Attentive to screen Attention divided DVR LIVE Device In the room, not attentive to screen Out of the room 44

45 PERIPHERAL VIEWING: LOW ATTENTION, VARIABLE PRESENCE Common among couples and roommates Co-presence is priority 45

46 PERIPHERAL VIEWING: LOW ATTENTION, VARIABLE PRESENCE Desire for company or background noise Common among couples and roommates Co-presence is priority 46

47 PERIPHERAL VIEWING: LOW ATTENTION, VARIABLE PRESENCE Desire for company or background noise Frequently linear TV, or a favorite standby series Common among couples and roommates Common for viewers to use other devices Co-presence is priority 47

48 DEDICATED GROUP VIEWING: HIGH PRESENCE, HIGH ATTENTION Content enjoyed by all or most Viewers infrequently leave the room 48

49 DEDICATED GROUP VIEWING: HIGH PRESENCE, HIGH ATTENTION Content enjoyed by all or most Commonly live viewing Viewers infrequently leave the room May choose to extend engagement 49

50 GROUP VIEWING: SCENARIOS IN ACTION Live content Kids use concurrent screens Parents and sister are focused on main screen Dad uses tablet during ads 50

51 GROUP VIEWING: SCENARIOS IN ACTION Teen watches Netflix while multitasking, occasionally checking on main screen Amazon Instant Video content Mom is dedicated to main screen content Dad and daughter watch YouTube on mobile devices 51

52 GROUP VIEWING IMPLICATIONS TO CONSIDER Many viewers have a limited perspective regarding what is considered viewing. 52

53 GROUP VIEWING IMPLICATIONS TO CONSIDER Many viewers have a limited perspective regarding what is considered viewing. Group viewing affects attention, but not in an exclusively positive nor negative direction. 53

54 GROUP VIEWING IMPLICATIONS TO CONSIDER Many viewers have a limited perspective regarding what is considered viewing. Group viewing affects attention, but not in an exclusively positive nor negative direction. With multiple screens around to distract viewers, attention fluctuates and bounces between devices unpredictably. 54

55 GROUP VIEWING IMPLICATIONS TO CONSIDER Many viewers have a limited perspective regarding what is considered viewing. Group viewing affects attention, but not in an exclusively positive nor negative direction. With multiple screens around to distract viewers, attention fluctuates and bounces between devices unpredictably. Because multiple people are in the room paying various degrees of attention to the main screen, it can be difficult to gauge exposure to content. 55

56 OUT-OF-HOME

57 OUT-OF-HOME KEY RESEARCH QUESTION? How do viewers approaches to Out-of-Home viewing vary depending upon context and motivation? 57

58 OUT-OF-HOME: INCIDENTAL VIEWING Reliance on whatever device is on hand, most commonly a smartphone Group viewing OOH occurs spontaneously Typically involves short-form video, commonly encountered via social media or third party sites 58

59 OUT-OF-HOME: PLANNED SITUATIONAL VIEWING Tendency to prepare by selecting specific device or ensuring access to content Common when travel or long waits are anticipated Frequently long-form content 59

60 OUT-OF-HOME: CONTENT MOTIVATED VIEWING Dedication to viewing in spite of location Desire to view time sensitive content Community of viewers is most commonly sought for sports or special events 60

61 OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER The constraints of Wi-Fi and data plans often influence viewers service and content choices OOH. 61

62 OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER The constraints of Wi-Fi and data plans often influence viewers service and content choices OOH. Those who do not regularly watch OOH do report watching when they are traveling or on vacation. 62

63 OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER The constraints of Wi-Fi and data plans often influence viewers service and content choices OOH. Those who do not regularly watch OOH do report watching when they are traveling or on vacation. In some cases, the OOH viewing experience replicates the in-home viewing experience, particularly when it is motivated by content. 63

64 OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER The constraints of Wi-Fi and data plans often influence viewers service and content choices OOH. Those who do not regularly watch OOH do report watching when they are traveling or on vacation. In some cases, the OOH viewing experience replicates the in-home viewing experience, particularly when it is motivated by content. Some viewers rarely view OTT, except for OOH situations. 64

65 NIELSEN

66 THANK YOU