VIEWS: 899 PAGES: 16 CATEGORY: Mobile Devices POSTED ON: 5/19/2011
MTV Networks' Colleen Fahey Rush, EVP & Chief Research Officer, speaks about how the broadcaster uses mobile to drive brand lift and user engagement.
Constant Connectivity: The Mobile Lives of MTV Networks’ Audiences Colleen Fahey Rush EVP and Chief Research Officer MTV Networks: Who We Are Music & Logo Kids & Family Entertainment 675 million homes 160 countries 34 languages 166 channels 400 websites 60 mobile TV channels MTV Networks: Mobile visits streams app downloads 3 Source: 1Omniture, Jan’11; 2Limelight, Jan’11; 3Flurry, Feb’11 MTVN Mobile Research TV, INTERNET, MOBILE AND BEYOND... MOBILE PHONE: MY ACCOMPLICE 42% see their mobile phone as an entertainment device 18-24s: - 50% say it’s the #1 device they can’t live without - Only spend about 1/4 of mobile time talking Harnessing mobile to drive and enhance the TV viewing experience 8 Never Let Go 88% LOVE their phones Question 17: Thinking about when you use your smart phone/cellphone to go online or when you use the apps on your smart phone, please indicate how much you agree or disagree that each statement is true for you. 9 Smartphone 4 Cs Confidence Connectedness Control Convenience 10 Kids & Mobile: LET’S GET PERSONAL Introducing… the me-Device • PERSONALIZATION • LIBERATING and EMPOWERING • PERSONAL development, SELF-EXPRESSION, and INTERPERSONAL relationships Let’s get personal… Digital Consumer Insights me-devices start as a “toy,” used primarily for gaming and videos, but quickly evolve beyond pure entertainment into a customized resource… TOY TOOL creativity education communication entertainment information services boredom safety hierarchy of complexity 6 7 8 9 10 11 age usage typically begins Digital Consumer Insights Our strategies for staying constantly connected • Mobile as a communication & social platform: provide interactive & immersive elements to drive engagement; facilitate co-viewing with TV • Mobile apps: go broad and deep; deliver premium experiences 15 Source: 1Omniture, Jan’11; 2Limelight, Jan’11; 3Flurry, Feb’11 Constant Connectivity: The Mobile Lives of MTV Networks’ Audiences Colleen Fahey Rush EVP and Chief Research Officer
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