6. In
fact
the
3
screens
retain
dis4nc4ve
core
values…
Trusted
friend
Some
mistrust
Highly
dependent
Home
social
life
Virtual
social
life
All
social
life
Shared
experiences
Solitary
experience
Highly
personal
Relaxed,
winding
down
Focused
Focused
and
relaxed
Leisure
4me
Work
‘baggage’
Work
and
play
Habitual
behaviour
Searching
&
foraging
Reliance
on
key
apps
Loca4on-‐specific
8. Who’s
got
one?
Male
Young(ish)
ABC1
Smartphone
owner
60%
early
adopters
–
but
40%
not
9. What’s
stopping
everyone
else?
Cost
vs
benefit
/
perceived
uniqueness
Category
uncertainty
Pace
of
change
vs
high
cost
Confusion
and
worry
about
mobile
connec4vity
Not
perceived
necessity
10. The
problem
of
rela4ve
advantage
Smartphone
vs
my
PC
internet
Tablet
vs
my
smartphone
Stuff
I
do
already
–
Stuff
I
do
already
–
with
a
smaller
with
a
bigger
screen
screen
11. “I
thought
at
first
it
would
be
like
my
HTC
phone
but
bigger.
And
in
fact,
it
is
like
my
HTC
phone,
but
bigger.”
15. 4
screens
with
dis4nc4ve
core
values?
Trusted
friend
S4ll
some
mistrust
Highly
personal
Instant
long-‐form
Shared
relaxa4on
Solitary
Instant
info
&
snacks
entertainment
Habitual
Focused
Loca4on-‐specific
Portable,
flexible
Work
‘baggage’
sharing
Searching
&
foraging
Social
surfing
Deeper
mobile
produc4vity
16. How
will
this
change
mainstream
behaviour?
Mobile
coupons
More
leisure,
browsing
Shopping
Research
Price
comparison
POS
resource
&
bookmarking
Product
immersion
Loca4on-‐specifics
More
impulse
purchases?
Easier
response
to
TV
Long
form
messages
Quick
connec4on
Easier
engagement
Facebook
Crea4on
Greater
frequency
with
TV
Loca4on-‐specifics
Easier
event-‐driven
Social
extension
chat
More
gaming
17. How
will
this
change
mainstream
behaviour?
Mobile
showcasing
Entertainment
Single
progs
Individual
ac4vity
Immediate
viral
Increased
VOD
Films
too
Email
links
Clips
TV
interac4on
‘My
health’
‘Doctor
and
pa4ent
Health
Research
resource?
18. As
with
smartphones,
en4rely
new
behaviours
will
emerge
Revolu4on
in
wrifen
word
consump4on
Bespoke
content,
plays
to
device
strengths
Spontaneous
entertainment
gra4fica4on
Dual
screen
engagement
19. What
does
it
mean
for
me?
Successful
services
&
experiences
are
sympathe4c
to
the
core
values
of
each
screen
Implica4ons
for
tablet-‐specific
and
cross-‐plalorm
content
Marketers:
communicate
uniqueness
and
func4onal
benefits
Exis4ng
behaviours
will
manifest
themselves
in
brand
new
ways
–
can
you
‘own’
them?
Big
poten4al
for
dual
screen
behaviour
and
impulse
consump4on