Have you ever been watching a television show when your mind wanders so you pick up your smartphone only to lose focus on the show causing you to rewind your show to re-watch what you just missed due to your smartphone distraction? I know I’m guilty!
Turns out, I’m not the only one. Ericsson, a communications technology company, conducted a survey concluding that a growing amount of people are multitasking while watching television programs. Ericsson surveyed over 30,000 internet users ages 16 to 69 and found the following insights:
eMarketer also looked into this trend and found that most people are multitasking during live television programming (53%) with time-shifted television following (28%) and third being streamed content (19%).
So how do marketers adjust to this trend? I have a couple ideas. One is to have a presence on a variety of mediums. Television, pre-roll video, display, etc. to reach people while their watching, but also email, outdoor, radio, print, etc. to reach people when they aren’t watching.
Another idea is to take advantage of the dual screens. Encourage viewers to visit your website, search for a video, login for a discount, etc. This way, you’re embracing the shifting behaviors instead of trying to ignore or reject them.
One thing that’s always been true is that in marketing, things change. All. The. Time. So embrace the changes and explore new opportunities.