Research 1, 2 & 3

Thursday 3rd July 2014, 11:00am - 12:30pm BST

Showroom Cinema 1

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Three 30 minute research presentations…

1. How early adopters find and share new entertainment.
2. The end of Live TV for Children?
3. Bad Games + Bad Children = Good Business?

1. How early adopters find and share new entertainment
Dubit and Sherbet present on-going research that will help IP owners optimise their launch strategy with early adopters in mind. 

Presented by Nicki Karet, Sherbert Research and Peter Robinson, Dubit

Read blog: Research 1
View the presentation: Research 1

Dubit and Sherbert’s video of kids discussing social networks:

Early adopters are more essential than ever before; they provide valuable feedback and spread news of new IPs through social media, online video and face to face with their friends. If a new IP is to break through it needs to reach and engage with this important demographic!

Dubit and Sherbet will present on-going research that will help IP owners optimise their launch strategy with early adopters in mind. The research will make it possible to identify who they are, as well as their device usage and media preferences, such as how they use YouTube, Instagram and Facebook etc.

The work draws upon a number of studies involving quantitative and qualitative research, carried out by Dubit and Sherbet with over 5,000 adults and children in the UK the US.


2. The end of Live TV for Children?
A look at the typical user journey of children’s viewing behaviour. 

Presented by Pete Maginn, Illuminas and Maddalena Piras, BBC

Read blog: Research 2
View the presentation: Research 2

Given the increased number of devices in households with children, the audience has a greater choice of ways to view content than ever before. We wanted to understand to what extent technology has changed viewing behaviour, what it’s true impact on the current media landscape is and ascertain whether live TV has become a thing of the past. Should we be worried? What does the future hold for traditional linear content?

In doing so we joined children on their typical content selection journey. We were able to observe the step by step decision-making process that occurs when they choose programmes, identify  differences between younger and older children and the points where parental influence is less prominent. We discovered the role channel brands play when children navigate to desired content and allowed us to pinpoint where PVRs and On Demand services come into play and see how important they are in children’s lives.


3. Bad Games + Bad Children = Good Business?
In-app purchasing after the OFT guidelines. 

Presented by Dr Lynn Whitaker, University of Glasgow

Read blog: Research 3
View the presentation: Research 3

This session presents the findings of recent research into children’s in-app purchasing, carried out as an adjunct to the Office of Fair Trading’s investigation. The research involved analysis of the existing OFT complaints data as an initial springboard for a series of focus groups with children and additional interviews with parents and children affected by the issue. The idea was to get a child’s eye view of both the general experience of free to play online games as well as the – perhaps more publicised – ‘problem’ experience.

The research threw up many interesting findings, some perhaps unexpected and certainly, at a general level, there was a surprisingly  positive attitude to the ‘free to play’ business model by children and parents. Particularly interesting, however, was children’s understanding of money, value and what was would seem ‘fair’ in free to play games, as well as what constituted their own ‘ethics’. Possible implications for enforcement, in the light of such themes, will also be discussed.