We may be able to see a new world of IPTV and screen convergence – but in reality, access to IPTV is still extremely low, people are currently more excited about upgrading to plasma screens, using PVRs and streaming exclusive content online.

Equally, while technology can alter behaviour almost overnight, some consumer habits are more ingrained, taking much longer to evolve.

It was from this perspective that Microsoft Digital Advertising Solutions undertook an investigative research piece, with research agency Sparkler, focusing specifically on the consumption of video content across the multiple screens (PC, laptop or mobile device), in order to better understand the current position of cross-screen video habits.  The aim of the project was to provide Microsoft with the collateral and insights to enable them to extend beyond the digital teams in media agencies, and deliver thought leadership in an area that is currently under much discussion.

Extensive qualitative research was undertaken in late 2007 in five markets – UK, France, Spain, Sweden and Brazil.  These markets were chosen for specific reasons relating to penetration levels of PVR, broadband and mobile content consumption.

The study spoke to people who were already actively involved in consuming content across the different screens and across a range of demographic groups to see how their behaviour differed – between 18-54 years, some in families, some partner households.  The study also spoke to two groups – those who were classified as “advanced” (who are in the minority) and those called “progressive mainstream”.

Some of the main questions going into this study were:

• Have the screens converged in terms of viewing needs?
• What are the characteristics of the viewing experience by screen?
• How does the “inner” and “outer” context affect viewing behaviour online?
• Will “advanced” behaviours be adopted by the “mainstream”?
• How can this help better inform advertising acceptability and tolerance?

The research has identified a number of themes focused around how the consumer is changing and what this means for advertisers:

 

1. Relationships with video content are changing - moving towards a more visually orientated a world where they expect much more control over the content they consume.
2. The Wild West of video content - this stems from there being multiple types of content available and multiple ways to access this content.
3. Progressive mainstream are indicators of future mass market – for example, “mums” fitted into the progressive mainstream group.  They had no time to spend searching through P2P networks, they had less confidence about being left searching for content, they desire content and used it to help indulge in “me time” and they are ready to consume online, but they need big brands to help them on their way.
4. Household dynamics play out across the screens - with the main needs being split between a need for a shared time together or a need for time away from the people you live with. The home is where the screens are competing for roles – some households have more TVs than people but now combined with a desktop, laptop, a personal mobile phone and a games console, the choice for viewing opportunities gets ever greater and potentially more fragmented.

These are just some of the main headlines coming through. Over the coming months, Microsoft Digital Advertising Solutions will dive into the findings and the implications and opportunities for advertisers.

In conjunction with outlining Microsoft’s strategy for video, this research was launched to the media on 5 February 2008 at MSN’s Visions for Video press event.