Sunday, November 30, 2008

3 Screens Intelligence

A lot of marketers write about the convergence and synergies between the three main consumer screens: TV, computer, and mobile. I think there is time to develop a deeper understanding of consumer’s behavior and their usage pattern across these three screens. I don’t know of any major research initiative that tries to uncover the key trends across these three screens. One of the key obstacles seems to be that there are not too many neutral players in this ever changing consumption and interaction world of the three screens. Traditional marketing service companies prefer consumer’s usage of the TV, the phone companies would like to focus on the mobile device, and tech companies try to center around the laptop usage. 

Any research tackling this issue should focus on a few key questions:

  •  What are the daily usage patterns across these three screens and what are the major usage occasions throughout a day and during a week?
  •  How strong are the screen replacement behavior patterns and how often are consumers using screens simultaneously?  
  •  How do consumers predict their three screen behavior for the next three to five years?
  •  What are the price sensitivities around the three screens and the consumers’ willingness to pay more for incremental or exclusive content? 

If you know of any meaningful research projects or published results and insights in regards to the three screens and consumers interaction with all three, please feel free to comment.


Anonymous Paul M. Banas said...

I think this is a great challenge. I'll admit that I've done work on each screen individually for different consumer groups, but not an in-depth comparison of the different needs and switching behavior across each of the three screens.

4:19 AM  
Anonymous Anonymous said...

Nielsen's Three Screen report


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