In a basic example (sorry to the experts), a photo will be on the right of the screen, if the site is accessed using a computer. However, if accessed on a phone it may be below the rest of the content. If you do not understand, try changing the window size of this site and see how your experience measures up.
To broaden this concept a bit, we can assume that we are more a likely to use multiple screens. Starting with the television, it will not be long before emerging experiences feature “responsive design” that is compatible with multi-screen viewing. If I have a phone, a tablet and a TV in my living room, what is the best way to enjoy The Voice? Video on the tablet, a live Twitter stream on the TV and the phone as a remote? If I have am a heavy Twitter user, should I tweet via the tablet and use the TV for streaming video? Can I watch two videos at once, from two camera angles? What is the best configuration for this? Should the viewer or the media producer decide? One suspects, this field of investigation is in its early days…
Eventually, I suspect we will see responsive ecosystems that take into account the fact that a user interacts with multiple devices simultaneously. Netflix could create a much better viewing experience if it were able to detect that I am in my living room with my PS3 AND my tablet or another if it knows that I am using my console. The ideas are beginning to be realized with the announcement of the new Xbox 360.
The company NDS, spotted by Wired, has designed a prototype that pushes this idea even further. It created a living room wall that is a huge screen divided into portions that change roles depending on who is in front of them or time of day.
Read more from Jean Pascal at A Nos Vies Numériques.
The proliferation of the Internet has resulted in more choices than ever before. Viewers are in complete control of the media they consume, and they aren’t afraid to share the details of their experiences across social networks.
As TV surged in popularity in the 1970s, so did its influence on how people selected media content to watch. No longer limited to movie theatres, viewers could look forward to their favourite films being broadcasted on cable television.
The connected world is changing the way we live. In order to offer our clients accurate insights into what’s next, it’s crucial that we understand consumer needs and behaviours, and how they are impacted by digital technology.
Recently at the Nurun Lab, we’ve been studying TV and movie viewing rituals. Never before have we lived in a world with such a complex and diverse media landscape. We have so many more options in every regard – the content, the location, the platform, the time and with whom. Inevitably the obvious question arises: how does a viewer select media content to watch?
To clear up the mess we decided to take a look back at history – which always seems simpler – to compile three comparable consumer journey maps. Our first map delineates the main influences that led people to watch a movie, like Gone with the Wind (1939), in the 1930s.
Over the next week we will post the two subsequent journey maps to present the explosion of the influence of TV in the 1970s and the proliferation of the Internet in the 2010s.