Strategic Advisory

Wave 2 - A Second Coming - May 2012

In the second quarter of 2012, FMRP will be taking a close look at second –screening, and asking what are the implications of this revolution for the consumer, the platform, and the broadcaster.

Some of the key questions addressed in this wave:

• How can we define 2^nd Screen?
• How aware are consumers of main 2^nd Screen apps, and what is their contribution to the consumer experience?
• Which App do consumers expect to deliver their 2^nd Screen experience?
• What does 2^nd Screen mean for the various Players/Platforms/Broadcasters?
• What is the evolutionary path for 2^nd Screen?
• Is the whole  2^nd Screen Revolution a Chimera?

The work will utilise Decipher’s own quarterly media tracker - MediaBug - which is adapted each wave to focus on bringing out some answers to the specific questions each quarter brings up, without losing its usefulness as a tool to track and analyse various ownership and usage metrics. Some of the specific questions we will be asking this wave are:

• Opinions of TV Companion Apps
• Has using Second-screen apps improved the TV experience?
• Do consumers make in-show purchases or other commercial decisions as a result of second screening?
• Opinions of incorporating social media into live TV

On the qualitative side, we will be running a series of focus groups with the aim of bringing out the insight and rationale behind our quantitative findings. This gives us the opportunity to ask consumers about their habits face to face - what apps do they use and why? How do apps contribute to the TV viewing experience? What would they like to see on second-screen apps in future? The groups should also help us analyse whether or not the sceond-screen really is the revolution many claim it is, or whether it is more a case of a lot of buzz and hype generated by the industry with little in the way of desirability from consumers' point of view.

This quarter’s product is sure to be a unique and insightful look at getting to the bottom of all the buzz around second-screening, and giving an honest and realistic assessment of its impact – both on consumers and on the industry as a whole.

If you would like to receive this wave of FMRP, or would like further information, please contact Matt McNally - This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Wave 1 – A World Gone Crazy – February 2012

The first wave of 2012 focused on Connected TV, and specifically the impact of Connected TVs on the consumer media market.

Key questions addressed in this wave were:

• Can we define Connected devices?
• What is the consumer experience so far?
• How will they affect existing platform relationships?
• How will they impact existing broadcaster relationships?
• How will they develop?

As well as quantitative research, we also ran a series of focus groups, aimed at getting to the bottom of exactly how consumers feel about this new technology, and how they are using it day-to-day in the home. The results were very interesting, and led to some new insights about what consumers feel about the rise of Smart TVs, and how they use the features of such TVs alongside the features of hardware such as Virgin’s Tivo box, or games consoles such as the Xbox 360.

Some of the insights which came out of this wave were:

• 63% of Samsung Smart TV owners also have Sky
• 75% of Smart TV owners use iPlayer via their Connected TV at least once a week
• 78% or Smart TV owners who also have Virgin TiVo prefer to access iPlayer through their TV rather than their Set Top Box

The report begins by defining connected devices and looking at the changes that have taken place in the Connected TV market over the last few years. It then progresses to examining just how clued-up consumers are about what the word 'smart' means in this context, and what implications it has for them as consumers. Device ownership, consumer use of catch up services such as 4oD, and the impact of services such as Lovefilm on the Pay TV market are also discussed.

The report concludes by looking at future developments in this area, and what we can expect going forward.

If you would like to purchase this wave, or would like more information about this or future waves of FMRP, contact Matt McNally - This e-mail address is being protected from spambots. You need JavaScript enabled to view it