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Confidential - Dubit Play Patterns in Digital David Kleeman, SVP Global Trends
Confidential - Dubit
Play Patterns in Digital David Kleeman, SVP Global Trends
Confidential - Dubit
Child development doesn’t change, but its context does.
Confidential - Dubit
Dubit - 4
Swipe the screen (e.g. to change photos, turn the ‘page’ of an e-book)Trace shapes with their fingers
Drag items across the screenOpen their apps
Draw thingsTap the screen to operate commands
Exit apps and enter other appsDrag items and trace shapes
Turn the device on and offIncrease or decrease the volume
Use learning appsUnlock the device
Use creativity appsTake photos
Click on a cross in a box to get rid of a pop-upUse gaming apps
Enlarge or decrease the size of objects by pinching and draggingShow others e.g. siblings how to use the device
Use video appsUse reading apps
Make videosFind new apps in the app-store / market place
Purchase new apps in the app-store / market place
0% 20% 40% 60% 80%
16%
24%
22%
40%
44%
50%
50%
56%
59%
60%
61%
58%
64%
65%
66%
69%
69%
72%
73%
75%
72%
75%
76%
13%
14%
15%
18%
25%
23%
25%
28%
28%
33%
32%
37%
32%
33%
40%
36%
40%
43%
43%
44%
45%
44%
54%
0-2 3-5
Tablet Use: Able to do unassisted
Source: Dubit/University of Sheffield - February 2015. DQ1 We want to understand how comfortable your child is using a tablet. (Base 2000)
Confidential - Dubit
The best toys are 90% kid, and only 10% toy
Confidential - Dubit
In the Toy Hall of Fame
Confidential - Dubit
And Digital Equivalents
Confidential - Dubit
And Digital Equivalents
Confidential - Dubit
And Digital Equivalents
Confidential - Dubit
Familiarity in a Crowded Marketplace
Confidential - Dubit
Brand OverloadNumber of brands mentioned by age (De-duplicated)
Toys
Apps
TV shows
246 141 133 143 135
342 119 152 186 172
345 108 154 188 195
Source: Dubit Trends. (Toys) BQ1. Name three toys; (Apps) BQ2. Name three game apps; BQ12c. Name three video apps; BQ4. Name three messaging apps; (TV shows) BQ7. Name three TV shows that you like the most right now (Base: Germany Wave 4 500 127 (2-4), 124 (5-7), 128 (8-10), 121 (11-15))
Total 2-4 year olds 5-7 year olds 8-10 year olds 11-15 year olds
Confidential - Dubit
Longer Tail, Fatter Head
0%
15%
30%
Mar 2015 Mar 2016
1005 1129Number of different brands
Top 5 brands (market share) 11.9% 13.3%
Confidential - Dubit
acceptable
not acceptable
Is played by parents
Never played by parents
Benefits child
Doesn’t benefit child
The Trust Zone
Dubit Trends Wave 6 (UK) 14
2%
7%
3%
3%
3%2%
3%
15%21%26%
17%18%
47%
5%3%
3%5%
7%
4%6%
6%
3%
3%
2%
5%5%
4%5%
9%
2%
3%
14%
7%6%15%
4%2%6%5%8%
6%5%3%4%6%6%
4%5%16%13%
Watch on a TV show/series Watch online Watch on DVD As a movie/film As a video/computer game As a gaming appAn app that isn’t a game (e.g. stories, songs, etc) A book A magazine A toy A board game MusicEvent (e.g. exhibition, live show) Theme Park Attraction
Brands originating in toys - Total sample
Cross-platform consumption
Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base: Wave 6 UK 1119)
Dubit Trends Wave 6 (UK) 15
3%
2%1%
3%2%
2%
3%3%3%3%
8%11%7%
4%3%3%
4%
3%3%3%
3%
4%3%3%
3%3%
14%10%
8%28%
17%15%26%
9%18%10%
24%
7%9% 5%
10%4%
5%5%4%4%7%
7%4% 15%6%
Watch on a TV show/series Watch online Watch on DVD As a movie/film As a video/computer game As a gaming appAn app that isn’t a game (e.g. stories, songs, etc) A book A magazine A toy A board game MusicEvent (e.g. exhibition, live show) Theme Park Attraction
Brands originating in digital - Total sample
Cross-platform consumption
Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base: Wave 6 UK 1119)
Confidential - Dubit
Converting an Existing Brand to Digital
Confidential - Dubit
AudienceExpectations, Culture, Consumption
TechnologyGaming,
UGC, Social
BrandSource,
Adaptations,
Feasibility
Three Key Lenses
• Who are our target audiences - traditional and new?
• What do our audiences knows about the brand?
•What do traditional audiences love about the brand?
• Why does extending to new platforms add?
• What does extending to new platforms disturb?
•What heritage properties must be kept and left behind?
Confidential - Dubit
Components
Personality
Essence
Targeted Change
Confidential - Dubit
Bob the Builder: Classic Play, Digital Platform
Confidential - Dubit
Kart Kingdom: Move, Play, Build, Collect
Confidential - Dubit
Step 1: Set-up
Bringing Classic Play to Virtual Reality
Step 2: Acclimatisation Step 3: Comfort
• Limit play area • Pace dictated by player • Encourage exploration
• Mini-games to focus • Easter eggs for delights • Easy to describe actions
• Transitional objects / narrative • Intuitive control systems • No fail
Confidential - Dubit
Thank you!
David Kleeman SVP Global Trends
[email protected] @davidkleeman
312-371-4921
Facebook: “Children & Media Professionals”
