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.
No comments:
Post a Comment