- The document discusses trends in communication and entertainment based on surveys conducted by Swisscom Innovations and other research groups. It finds that while new technologies provide more options, people still rely heavily on routines and background media consumption. - While instant messaging and email are popular forms of written communication, people still spend significant time watching live TV and listening to the radio. Even those with DVRs watch a substantial portion of commercials. - New media is often added to existing media habits rather than substituting for them. People multitask by having music, email, IM, etc. running in the background while engaging with other media like TV or newspapers in the foreground.

1. Trends in Communication and Entertainment Stefana Broadbent User Adoption Lab Swisscom Innovations 27 September 2007 Why people hate to talk, love to write, dont’t skip the ads and still listen to the radio

2. 250 households visited each year Home interviews with more than 800 people each year

3. The data we collect Lifestyle, communication, social networks, usage of internet, TV, music

4. Disconnected data that points in the same direction

5. Written communication prevails IM More than 60% of all exchanges are in written form 22% email fix phone mobile phone sms 35% 20% 18% 5% Longitudinal Study 2006 Swisscom Innovations

6. Written channels are used as background to other activities Text allows users to discretely keep in touch while doing something else at home public transportation at school / university at work private transportation public space visiting someone others sms email mobile fix phone others 0% 20% 40% 60% 80% 100% Longitudinal Study 2006 Swisscom Innovations

7. People with digital video recorders never watch commercials, right? New York Times 16th February 2007 Add that to the list of urban myths.

8. People with digital video recorders never watch commercials, right? New York Times 16th February 2007 A lot of people with digital video recorders (DVRs) are not fast-forwarding and time-shifting as much as advertisers feared. According to new data released yesterday by the Nielsen Company , people who own still watch, on average, two-thirds of the ads.

9. People with digital video recorders never watch commercials, right? New York Times 16th February 2007 One big reason is that many people with DVRs still tune in to watch about half of their shows at the scheduled start time, meaning they must sit through commercials.

10. People with digital video recorders never watch commercials, right? New York Times 16th February 2007 Even when people watch recorded shows later, many are not fast-forwarding through the ads. On average, DVR owners watch 40% of commercials that they could skip over – Perhaps because they like ads, don’t mind them or simply can’t be bothered.

11. Online video substitutes TV, right ? Nielsen 17th July 2007 33% indicated that watching video over broadband internet increased their television viewing time... 13% indicated it decreased their traditional television viewing.

12. Concentrated viewing is short on TV and even shorter on the PC Study by Veronis Suhler Stevenson 2007 Consumers typically watch broadcast or cable TV at least 30 minutes per session, compared to the 5 to 7 minutes spent viewing video clips online .

13. Activities in front of the TV email phone work school work office sleeping play „ If I watch I watch“ PC work household reading eating talking 2,2% 3,4% 3,4% 5,6% 5,6% 6,7% 7,8% 10,1% 11,2% 11,2% 13,4% 19,1% TV Habits 2006 Swisscom Innovations

14. Local radio is dying, right ? Arbitron / Edison Media Research 19th April 2007

15. Less than 10% report less time listening to the radio due to time spent on MP3 player Arbitron / Edison Media Research 19th April 2007

16. Newspapers are dead, right ? Daily paid newspapers in Europe saw a 4% decrease over five years When free dailies are added, circulation increased 12% over five years World Association of Newspapers 2007

17. There is no substitution: everything is added More devices, more channels, more media

22. Choose your shows

23. Teach your radio

24. Control your video

25. Choose your moment

26. Choose your layout

28. Personalisation: no thanks I have personalized a portal and use it frequently I have personalized a portal but use it infrequently I have personalize a portal but did not find it useful I have never tried to personalize a portal I did not realize you could personalize a portal 26% 17% 8% 37% 12% Forrester Research : Consumer Technographics North America Online Survey 2005