According to the Harvard Business Review, people now cram the equivalent of 12 hours of media consumption into 9 hours through the simple act of using, absorbing and consuming content via multiple channels, simultaneously. So what is the overlap between television and digital media consumption? Mediapost worked with Yahoo to field a study to help understand this better. See 2012 Outlook Report
One interesting finding - 80% of people surveyed use their mobile device while watching television. With about 122 million mobile Internet users in the U.S., that means that there is a group of 98 million people demonstrating this behavior. They use mobile to do many different things but a full 26% used their device to look up a website related to a commercial that they saw and 24% turned to a search engine to find information on a product they saw advertised. Social is also huge with a whopping 40% using this time to review or update their social presence.
Simply put for marketers – a well thought out and connected mobile web experience can make TV investment work much harder. Use the messaging from TV as a jumping off point, reward mobile users to learn more or engage more with the brand. Get smarter at targeting paid and owned mobile and social experiences to dovetail with TV. Multi-taskers are great – lets embrace them!
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