The Rise of the Multiscreeners: How Smartphones and Tablets Are Changing Media Consumption
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This presentation highlights how smart phones and tablets impact the way people consume content and media in the Middle East. It shares statistics on usage habits, interests, and needs of smart devices' owners. It shows how Technology is bringing emotions back to the relationships that people create with the media they like, people they connect to, and brands they love.
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The Rise of the Multiscreeners: How Smartphones and Tablets Are Changing Media Consumption
- 1. THE RISE OF THE MULTISCREENERS How smart phones and tablets are changing the way content and media is consumed in the Middle east 1
- 2. TAREK DAOUK C H I E F I N N O VAT I O N & I N T E G R AT I O N O F F I C E R @tdaouk linkedin.com/in/tarekdaouk
- 3. “Attention Deficit Hyperactivity Disorder”
- 4. 4
- 5. 5
- 6. 6
- 7. 28 of content and media consumed per day hours 7
- 9. They have curation tools to create a clear & focused environment I am overloaded with content and information I became more selective of the information I choose to see/read -80% -60% -40% -20% 0% 20% 40% 60% 80% 9
- 10. They become more 10
- 11. 11
- 12. Mass media mobilizes people to immerse themselves in brands’ and media stories, while smart devices make the immersion experience more rewarding
- 13. 13
- 14. They become less interested in 360 degree superficial encounters and look for meaningful human experiences. They use devices smartly and emotionally to immerse themselves deeply in their interests and connect better with people and content they care about 14
- 15. 360
- 16. They become more 16
- 17. 17
- 18. 18
- 19. The social internet is helping improve the quality of the content generated and posted
- 20. 20
- 21. From mass
- 22. To Creative Middle Class 22
- 23. The content pyramid TLC: Premium Content Creative Middle Class: creative minds with decent production facilities to produce good quality sharable content with reasonable budget Netizens : Low quality, no budget content
- 24. METHODOLOGY & OBJ ECTIVES
- 25. Objectives & Methodology Objectives: The research was conducted to: • Aid understanding of the dynamics between television and smartphones and tablet usage • Identify the ‘immersed’ consumer and their usage of multiple screens • Ascertain how these screen options impact their mindset and actions when looking at or for content Methodology: • The study was conducted in KSA using proprietary online research panel • Interviews were conducted with Saudi and Expat Arabs aged between 18 to 40yrs • The length of the interview was around 15 minutes
Notes de l'éditeur
- At a time when advertising like many other industries are trying to develop a sense-and-respond model, anticipate change, be ready to adapt – it captures the old command-and-control model in its acmeA company loses competitiveness when it changes or adapt more slowly than the external environment Innovation and creativity can only flourish in an atmosphere of relative freedom - R&D employees get 15% free time to work on their ideas