David Kleeman - Changing Media, Changing Content, and Changing Minds
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PlayCollective is a global research and strategy group focused on the impact of changing media and technology on education and entertainment for children and families. For the last two years, PlayCollective has also partnered with Digital Book World to track the growth of e-reading among families with children ages 2-13 and parents’ increasing belief in the beneficial power of ebooks. Join David Kleeman, PlayVangelist for PlayCollective, to get some insight on how parents', teachers', and kids' attitudes toward digital media are changing and what today's brands and tech companies are integrating into their products and content for both the home and the classroom.
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David Kleeman - Changing Media, Changing Content, and Changing Minds
- 1. I Read, You Read, E-Read! Launch Kids - January 2015
- 2. PlayCollective is a consumer research, product and brand development group that helps organizations better UNDERSTAND and ENGAGE kids, families, the next generation of consumers and their communities WE CONNECT THE DOTS! Print & Digital PublishingCable, TV & Film Non-profits & Associations Real World & Digital Integration Digital Entertainment & Consumer Products Education & Global Citizenship Confidential 2 © 2015 PlayCollective
- 3. The ABC of Kids and E-Reading 1-3 January 2013 • Over half of all kids e-reading • 85% of those doing so ≥ 1x per week Summer 2013 • Unique “back to school” study January 2014 • 67% e-reading • 92% of those ≥ 1x per week Confidential 3 © 2015 PlayCollective
- 4. The ABC of Kids and E-Reading 4 Online survey in 10/14 • 1140 families contacted; 752 had children who e-read * • 67% is same as 1/14; up from 54% in 1/13 • 92% e-read ≥ 1x/week is same as 1/14; up from 85% in 2013) * Child 2-13 who reads digital books on at least one device in the household Confidential 4 © 2015 PlayCollective
- 5. Left to Their Own Devices… Confidential 5 © 2015 PlayCollective 82% 73% 64% 63% 27% 82% 77% 64% 62% 26% 72% 85% 41% 63% 31% Tablet Computer E-reader Smartphone Children's e- reader Device Ownership Which of the following do you have in your house? January 2015 January 2014 January 2013 Top Devices by Age: 2-5: Kids Tablet, iPad (exc. Mini), Kindle 6-9: Kids Tablet, iPad (exc. Mini), Kindle/Fire (tie) 10-13: iPad (exc. Mini), Computer, Kindle/Fire (tie)
- 6. Most Common Devices for E-Reading Confidential 6 © 2015 PlayCollective 82% 76% 43% 41% 73% 71% 41% 34% 48% 57% 43% 37% Tablet E-reader Computer Smartphone January 2015 January 2014 January 2013 Which devices does your child read ebooks on at least once a week? 81% 80% 75% 75% 61% 74% 82% 68% 63% Kindle Fire HD iPad Mini Kindle Fire iPad (all but Mini) Other Tablet January 2015 January 2014
- 7. “Books don’t just compete against books” Compared to 2011, in 2013 kids spent: • :12 less per day watching TV • :09 less watching DVDs • :06 less using a computer • :04 less playing video games • :10 MORE using smartphones/tablets Confidential 7 © 2013 PlayCollective https://www.commonsensemedia.org/research/zero-to-eight-childrens-media-use-in-america-2013 https://gigaom.com/2014/12/02/amazons-bezos-thinks-ebooks-made-the-book-industry-healthier/
- 8. What’s “Better”: Print or eBook? Lois Lowry: “If an e-book doesn’t grab my attention, I dump it too quickly…[But,] we need to learn to live with them. You just want to be careful there are no games or other distractions on the device.” Confidential 8 © 2013 PlayCollective http://www.nytimes.com/2014/12/14/fashion/holiday-gifts-giving-children-books.html?_r=1 http://www.literacytrust.org.uk/news/6268_technology_engages_boys_and_poorer_children_to_read_for_longer UK Literacy Trust Study: Twice as many boys as girls look at or read stories on a touch-screen for longer than they look at or read printed stories
- 9. Do Parents Prefer Print or Ebooks? Confidential 9 © 2013 PlayCollective Parents say… • their kids prefer reading ebooks (41% / 27%) • they prefer reading print books to them (23% / 44%) • ebooks and print are equally good for their kids’ learning (27% / 27%) • > 50% of kids requested an ebook they own in print (and vice-versa)
- 10. Enhanced Features: Aid or Distraction? 35% of parent reported greater willingness to purchase an ebook if it has enhanced features (+30% from 2014) Confidential 10 © 2013 PlayCollective http://www.theguardian.com/science/head-quarters/2014/dec/15/shiny-appy-children http://www.joanganzcooneycenter.org/wp-content/uploads/2012/07/jgcc_ebooks_quickreport.pdf Pluses Minuses Enhanced Features Personalization Depth & Explanation Easily adapted Distract from the story Recall fewer details Less effective co-reading
- 11. Parents’ Spending Expectations Rise Confidential 11 © 2015 PlayCollective $9.35 $7.37 $8.54 $11.12 $10.07 $11.79 $6.34 $5.53 $5.76 2 to 5 6 to 9 10 to 13 Children's Ebook Children's Print Book Children's App How much do parents expect to pay for ebooks, print books, and apps? 198% Of 2013 144% Of 2013 145% Of 2013
- 12. Buy, Borrow or Free: Parents More Willing to Pay Confidential 12 © 2015 PlayCollective 7.32 7.38 7.24 6.96 5.87 8.23 7.63 7.3 7.6 5.36 Borrow from the library Download free version with advertising Buy full version, advertising-free Start with free "light" version and upgrade if child likes it Purchase subscription with periodic payments for new content January 2015 January 2013 Willing to pay monthly:$13.18 (unlimited) $9.26 (w/o newest content) $7.37 (w/advertising)
- 13. APPROACH FIELDING Confidential 13 © 2014 PlayCollective Who Selects New eBooks for Children? 54% (89% in 2013) 46% (11% in 2013)
- 14. 24% 54% 93% 43% 34% 0% 29% 6% 5%5% 6% 2% 2 to 5 6 to 9 10 to 13 Children take turns reading ebooks Children read ebooks together Parent reads with all children together Parent reads individually with children All Together Now: Sharing & Co-Reading 14Confidential © 2015 PlayCollective
- 15. Let’s Play Together! David Kleeman, PlayVangelist david@playcollective.com
Hinweis der Redaktion
- Games Category Concept Testing Request for Proposal | November, 2014 BACKGROUND Hasbro has been in the practice of using the same quantitative concept testing methodology to gauge consumer interest and in-market viability of its toy and game concepts. While this unified approach does provide some benefits, upon further examination it does not account for the specifics of the gaming category, and how consumers interact with, shop for and assess games. In particular, research has shown that a consumer’s experience with a game, either recently or in the past (i.e., nostalgia), has a tremendous degree of influence on the consumer’s decision to purchase a game. Relatedly, a recommendation from a friend or endorsement from a reputable source of gaming information can go a long way to converting games purchases. Ultimately this recommendation is a result of someone else’s experience with a game, but once again stresses the importance of delivering compelling gameplay to consumers in order to create a groundswell for new games. Also in play is the degree to which on-pack communication converts purchases in the gaming aisle. Unlike its toy counterparts, many of Hasbro’s gaming brands are not heavily supported with TV commercials, and those that are generally rely on kid-targeted TV campaigns. The result is that many of Hasbro’s games, especially new products, are unknown to mom, the consumer who is the primary shopper in the games aisle. Viewed together, it appears that a game category-specific concept testing methodology would need to (1) rely on feedback from consumers who have experienced the game (i.e., not a static concept board with descriptive language); (2) explore the “virality” of that gaming experience (i.e., will people advocate for or promote this game?); (3) explore the degree to which a game’s package and in-aisle communication drive purchase interest. OBJECTIVES The Global Consumer Insights team is looking for a new, holistic approach to concept testing in the games category. We are looking to our strategic partners to provide a point-of-view as to how to best solicit consumer feedback on game concepts, taking into account the specifics of the games category, as outlined above. Any test should provide feedback on the concepts gameplay, the impact of its communication on purchase interest (and other key measures), and immediately begin to compile an internal database on concepts scores so the team can measure success against other concepts (i.e., proprietary norms). Hasbro is looking for a best-in-class research partner to provide ongoing thought leadership in this space. For example, the ideal proposal will include a plan for how the approach will be assessed overtime and tweaked as needed to maintain the optimal approach in perpetuity. RESEARCH OUTCOMES Results from these tests will be used in at least two ways: To provide creative direction to design teams to further optimize game concepts To make “go/no-go” decisions regarding proposed game concepts Recognizing the need to provide up-stream concept feedback to drive optimization, the ideal approach would either deliver results quickly and cost-effectively, or would include an option for a quicker, less expensive concept test that could be used in a more iterative manner. METHODOLOGY/SAMPLE We look to our partners to define the most appropriate sample for testing (size and make-up). Though a US sample may suffice for most tests, the team needs the flexibility to quantitatively test games in global markets as well; please include cost for non-US test with adults and/or kids. With that in mind, whatever approach is adopted will need to account for the various consumer segments that are targeted by the games team: Category Demo Target Example Brands Preschool Games Boys and girls 2-5, and their moms Guess Who?, Elefun, Operation, Boys Games Boys 6-9, and their moms Connect Four, Battleship Girls Games Girls 6-9, and their moms Twister, Candy Land, Ouija Tween and Teen Gaming Kids 10-12, and their moms Simon Swipe, Bop It Party Gaming Kids 6-17, their moms, and adults 18-34 Trivial Pursuit, Risk, Taboo Friends & Family Gaming Kids 6-17, their moms, and adults 18-34 Monopoly, Game of Life, Scrabble PROPOSAL REQUIREMENTS Recommended methodology Detailed costs Detailed timing per test, from initial kick-off to final report, inclusive of all key milestones Summary of deliverables – Reporting should be visual (without sacrificing insights), strategic, and include concrete actionable recommendations that respond to the objectives above Approach must be a “full service” model, and the proposal should include a summary of research partner credentials and project team bios DESIRED PROJECT SCHEDULE Program award and Initiation: Friday, December 12th Date of First Anticipated Concept Test Kick-off: Week of Monday, January 5th Focus on holistic approach of using on the adults first using quant and qual in lab research Biometric measures, unconscious engagement in games and the measurement of games Test biometric measures unconscious games + exp Product positioning testing