For consumers, having content options is no longer a luxury, but an imperative. But having a plethora of content options at our collective fingertips doesnʼt necessarily mean consumers are connecting with ALL choices ALL of the time. In fact, according to the second quarter Nielsen Total Audience Report, behaviors and usage are unique to the device being used.[inlinetweet prefix=”” tweeter=”” suffix=””] Consumers still spend most of their time on traditional platforms[/inlinetweet], but they also look to explore the wide range of content channels made available by new media.
TV still rules
[inlinetweet prefix=”” tweeter=”” suffix=””]Adults still spend the most time watching TV, as the average adult spends more than four hours each day watching live TV.[/inlinetweet] The average monthly channels available on TV (206) is only a fraction of whatʼs available on digital apps or websites, so consumers are using more of them. In the second quarter of 2016, consumers visited 55 PC sites and used 28 smartphone apps, compared to 20 TV channels viewed.
[inlinetweet prefix=”” tweeter=”” suffix=””]Americans spend nearly two hours listening to the radio each day, beating out smartphones, tablets and PCs for second place[/inlinetweet]. With Spanish-language formats adding to their available options, Hispanics listen to the greatest number of radio stations.
Of all devices, PCs and smartphones boast the highest average monthly usage. On average, adults visit about 55 websites via PC, use 28 apps and visit 44 sites via smartphone, and use 14 apps via tablet.
So…
1ne: TV’s and PC’s still attract bigger audiences than mobile.
2wo: TV;s still attract a bigger audience than digital.
3hree: Content strategy needs to be laser targeted. Simply put, there is too much content on the web for users to read.
[inlinetweet prefix=”” tweeter=”” suffix=””]So the question of the day? Why in the hell are so many marketers shifting their dollars away from TV and radio?[/inlinetweet]
