The demographics of devices

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• How important are device demographics in the creation of VoD apps?

  It is becoming increasingly important for content owners to understand the demographics of Connected devices. Whilst it is difficult to predict the uptake of evolving platforms such as YouView and AppleTV, it is wholly necessary to get an understanding of both the technical limitations and functionalities attributable to each platform or device. For digital agencies such as Capablue this insight is integral to how we advise and develop applications for our clients.

  We can predict what devices will be used for personal use and how some devices, such as Connected TVs, will be primarily positioned for shared usage. This determines what functionality is most appropriate. Accessing your personal Facebook page, for example, is not well suited to shared device environments.  This type of analysis is useful for content owners when looking to develop an app and ensuring they can maximise ROI.

  Games manufacturers have opened up their platforms (i.e Playstation, Xbox, Nintendo Wii) to app development due to the popularity of interactive consumption. It is not surprising that it is males under 35 who are the leading consumers in this market. Already familiar with the device for traditional gaming, they tend to be more aware of the evolving interactions on the platforms. This in turn makes them more likely to embrace new, more advanced functionality and payment (subscription/PPV) integrations.

  In April, Digital Trends released statistics around user habits of emerging tablet devices. It stated that early adopters of new technology favoured tablets, and that owners of these devices also own other connected devices. If we are confident that users who own a tablet are likely to own multiple connected devices then we need to develop applications for an audience that is constantly switching between the devices they use. This is where companion apps come in. Creating a base application that is supported and complimented by other device applications on different platforms offers an enhanced digital offering and provides the user with a seamless content experience.

  In contrast, the Smartphone demographic is harder to pin-point as the take up is more mainstream. Whilst this provides ample opportunity in developing applications, it also runs the risk of getting lost on the millions of applications already live on existing app stores.

  Connected TVs are now the latest platform to build for. Yahoo! recently publicised statistics around the most popular types of content that consumers access. Full-length TV programs or movies were viewed highest (68%), weather (65%) and gaming (64%). This would suggest that creating a Video on Demand (VoD) application would be a good strategic decision for any content owner.  The Connected TV market does however tap into a different demographic than those using tablets or smart phones. Statistics show that households with adults under 40 years of age have the highest interest in using TV widgets. Under 25’s and those with lower incomes will not prioritise a Connected TV as an essential digital purchase and thus, applications need to be suitable for families or higher income earners.

  The latest model of the Connected home has each individual family member connected to a different platform or device at any one point in time.  Gone are the days of traditional family entertainment where the family unit sit around a TV set in the living room, without the sounds of typing and clicking of cyber space.