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Digital Selves

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Background

This project will explain how best to reach and engage consumers via connected devices such as smartphones, PCs/laptops, tablet computers and connected TVs.

Understanding how consumers approach connected devices, what they do, what they buy, what media they are exposed to and how they choose to respond to viewed stimuli is a foundation of good customer relationship management, marketing strategies and interactions with individual customers.

A new era of constant internet access adds to complexity and diversity across users and further changes consumers’ behavioural intention and technology use.

Outcomes

1. Consumers’ expectations from advertising and commercial presence on connected devices and their effects on brand perception.

2. Consequences of delivering services seamlessly across 4 screens to digital behaviour.

3. Reasons for and pace of adoption of new devices and products.

4. Practices encouraging users to buy online and via mobile devices.

5. Best approaches from organisations towards online privacy and security.

Objectives

All funding partners can input into the objectives and provide specific questions.

1. Establish how new devices are changing behaviour patterns;

· Explain the use and types of tasks undertaken on smartphones, tablets and connected TVs.

· Identify barriers to adoption of connected devices and mechanisms which assist in overcoming these barriers.

· Explain user preferences for media consumption, purchasing behaviour and communication on each device.

· Explain reasons for use, strength of device preference and barriers to adoption across specific user groups identifying generational differences.

2. Identify the role of devices, how they are used and whether replacement exists;

· Identify how each device is used by cataloguing user’s ownership, digital activities and time allocation.

· Explain the concepts of replacing, stockpiling and upgrading devices, providing an understanding of the reasons for this and pace of device adoption.

· Examine users’ multitasking across devices, explaining the impact of time allocation, frequency of use and attention to media.

· Explain the impact that ‘on demand’ content has on content ownership, identifying the features worth paying for.

· Explore the drivers towards interactive viewing, live broadcasts and on demand services.

3. The importance and influence of internet connectivity on digital behaviour;

· Explain the user’s reliance on online content, identifying the consequences of this and the expectations of organisations.

· Determine the impact of consumers’ ability to instantly feedback on quality of information and service on an organisations brand.

· Establish the expectations of connectivity between devices.

4. Consumers’ approach to privacy in an online world;

· Establish the consumers’ understanding of online privacy and how influential this is on interactions with organisations via different platforms.

· Understand the consumers’ perception associated with collecting, analysing and sharing data on their browsing activities, purchasing history and online habits.

· Evaluate the importance associated with convenience and personalisation, exploring the concepts such as tailored Google searches, or advertising based on purchasing history and defining consumers’ attitudes.

· Identify the value consumers assign to their personal data, what type and amount of data consumers are prepared to share and for what reasons.

5. Consumers’ perceptions of the security risks online;

· Explore the size of risk associated with online financial transactions and source for concerns.

· Define perceptions of the security of websites as accessed via different devices and internet connections, explaining the factors that influence these perceptions.

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