Recent studies indicate that more and more Americans are dual screening, primarily using their tablet or smart phone while watching TV. More viewers we are engaged with content in multiple ways. This could include the sports fan checking out-of-town scores on his smart phone while watching the game on TV. The couple checking IMDb on a tablet to settle a bet over what year a movie was released. And sadly, more often than not workers clearing out some old emails on their laptop while watching Modern Family. Advertisers should explore more opportunities to reach dual screeners. Interacting with televised content by uploading photos sharing tweets or Facebook posts is growing in popularity especially among affluent consumers as the study here suggests.
SAN FRANCISCO: Most wealthy Americans use laptops, smartphones and tablets at the same time as watching television, research has found
The latest Ipsos Mendelsohn Affluent Barometer surveyed 1,055 affluent adults, defined as those who claim an income of at least $ 100,000, and included 192 high net worth consumers with an income of at least $ 250,000.
The Barometer established that 64% of Americans were dual screening on a regular basis. Most preferred to use his laptop (63%), but nearly as many smartphones used (58%) and tablets (53%).
“The technology is truly integrated into [consumers] lives to the point they find it difficult to stop using a device, even when they are engaged with one or two others,” said Steve Kraus, chief research and insights officer for Ipsos MediaCT, luxury Daily.
Just over half the sample used social media platforms while watching TV, with Facebook twice as likely to be used as any other network.
“The widespread media multitasking puts a higher premium on the involvement of consumers,” said Kraus. That means that “really reach them with messages that attract attention of consumers and talk to important consumer values.”
When asked what media channel that would be hard to live without, fully 70% of respondents said they would be your laptop.
Two-thirds could not live without your smart phone, but only one-third described their tablet.
The survey also found that affluent consumers are more optimistic about the state of the economy and their personal perspectives from which the merely affluent.
As a result, luxury marketers must “continue to focus on higher-end, ultra-rich consumers,” said Kraus.
“Luxury projections for growth are modest to affluent as a whole, and we currently see no signs of a return to widespread aspirational luxury shopping behavior that characterized pre-recession America,” he added.
Data supplied by Luxury Daily, additional content by WARC staff, March 5, 2013
Here come the mini tablets. Or are they just big phones? With devices like the Samsung Galaxy Note its hard to tell. But if that size doesn’t work for you there’s many more like the iPad mini or Kindle fire HD. The widespread availability and low cost of these new devices is accelerating the mobile impact on PC shipments, and the PCs role in e-commerce. Results from research firm Gartner indicate that PC shipments were down 4.9% to 90.3m units, a drop which it did not attribute solely to a weak economy. “Tablets have dramatically changed the device landscape for PCs,” said Mikako Kitagawa, principal analyst at Gartner, “not so much by ‘cannibalizing’ PC sales, but by causing PC users to shift consumption to tablets rather than replacing older PCs.”
Additionally these mini tablets are highly portable and are being used more and more for impulse purchases. Like a phone many have built-in 4G access, cameras with QR code scanners, and even NFC near field communication. Here’s a list of several hundred mobile devices that are NFC enabled. http://goo.gl/IrqDX
So how does this all impact mobile commerce? One example, at CES we saw a demo from the first chain of NFC supermarkets in Paris. So forget about 3-D or HD have just old-fashioned 2-D where consumers can quickly scan to purchase items and have them ready for pickup or delivery. So in fact you could have a C store display in a Metro station linked to a vending machine for a fast automated shopping experience. Read more about the NFC supermarket here http://goo.gl/JfY8Z
NFC and QR code scanning is just the beginning. Engaging consumers in this way allows brands to opt in consumers for future offers, promotions, more product info.
Questions about m-commerce? Reach out to ApolloBravo the consumer engagement experts. http://www.apollobravo.com/contact/