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THE RISE OF THE MULTISCREENERS

How smart phones and tablets are changing the way content and

media is consumed in the Middle east

TAREK DAOUK CHIEF INNOVAT ION & INTEGRATION OFF ICER

@tdaouk

linkedin.com/in/tarekdaouk

“Attention Deficit Hyperactivity Disorder”

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28 hoursof content and media consumed per day

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-80% -60% -40% -20% 0% 20% 40% 60% 80%

I became more selective of the information I choose to see/read

I am overloaded with content and information

They have curation tools to create

a clear & focused environment

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They become more

Immersive

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Mass media mobilizes people to immerse themselves in brands’ and media stories, while smart devices make the immersion experience more rewarding

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They become less interested in 360 degree superficial encounters and look for meaningful human experiences. They use devices smartly and emotionally to immerse themselves deeply in their

interests and connect better with people and content they care about

360

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They become more

Sociable

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The social internet is helping improve the

quality of the content generated and posted

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From mass

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To Creative

Middle Class

Netizens : Low quality, no budget content

The content pyramid

TLC:Premium Content

Creative Middle Class: creative minds with decent

production facilities to produce good quality sharable content with

reasonable budget

METHODOLOGY & OBJECTIVES

Objectives & Methodology

Objectives:

The research was conducted to:• Aid understanding of the dynamics between television and smartphones and tablet

usage• Identify the ‘immersed’ consumer and their usage of multiple screens • Ascertain how these screen options impact their mindset and actions when looking at

or for content

Methodology:

• The study was conducted in KSA using proprietary online research panel• Interviews were conducted with Saudi and Expat Arabs aged between 18 to 40yrs• The length of the interview was around 15 minutes