Behaviour in the Digital World – Illuminas & BBC Present
Illuminas and the BBC prepared and presented a presentation entitled, “Behaviour in the Digital World” at the ASI conference in 2013.
Understanding behaviour in the digital world
How do audiences consume television in this highly digital age? If you have a Smart TV do you use the apps to find content you like rather than going to the EPG? Where do you start your television journey – with the programme guide, knowing what you want to watch, flipping through the channels?
There were plenty of views flying around about audience behaviour. We heard things like: “audiences know what genre of programme they are in the mood for go in search of that’”, “No one watches live television anymore”, “My children only ever watch everything on the iPad”.
Further, we heard many predictions of what the future would be: “We know the EPG is dead. It’s just a question of when”. So we needed to talk about what the future might be, but in order to understand the future we needed to know first what the current situation is. We wanted a clear empirical unbiased view of current viewing behaviour.
Our key question was therefore this: faced with a multitude of ways of finding and accessing television content, how DO audiences find their way to content? And for the fortune tellers amongst us we also wanted to know how that might change in future.
Because we had so many views floating around we thought we would make this an explicitly hypothesis led approach. The 5 main hypotheses we set out to explore were these:
The 5 main hypotheses explored were:
- Hypothesis #1 – The EPG will go (it’s just a question of when)
- Hypothesis #2 – The schedule will no longer by key – audiences will self-curate
- Hypothesis #3- Children today watch everything online
- Hypothesis #4 – Audiences search for content by genre (“I’m in the mood for a comedy”)
- Hypothesis #5 – Channel brands are not important anymore (or at least much less important)