Media consumption looks a lot different today than it did even a year ago. People consume more information, and they access data from a variety of check points. InMobi, the leading mobile ad network, unveiled a new global report that analyzed multi-screen viewing behavior. While the web dominates the study’s findings, mobile content earns the most attention per day.
The data shows that of the average seven hours of media consumed daily, 108 minutes go toward mobile search, browsing and application use. Desktop computers earned the second spot, with consumers spending 93 minutes per day surfing the ‘net from their desk chairs. Thirty-seven minutes go toward engaging with media via tablets. These devices have transformed how people search the web for online content and interact with entities through social media. It’s interesting to see that television falls to third place, with people dedicating 92 minutes to broadcast stations daily.
18 percent of surveyed global consumers indicate they use their web-connected devices to research additional information about the products they see on air.
What makes TV’s decline in engagement even more significant is that 18 percent of surveyed global consumers indicate they use their web-connected devices to research additional information about the products they see on air. Despite television shows captivating audiences, and commercials getting more clever by the second, consumers’ attention remains split between what goes on during broadcasts and what they see in the palms of their hands.
Among surveyed respondents, Millennials proved most likely to engage in multi-screen behavior, with 69 percent saying they use several devices at once while watching TV. The acceptance of new technology should serve as fodder for marketers looking to enhance their content strategies. Building cross-channel campaigns remains a tough obstacle, but it’s become essential for companies to consider how their web content can fuel action on popular social networks and compel further offline or online interactions.
Mobile opens new doors for brands – the MMA estimates that for every $1 spent, companies can generate $20 in return. But a lot of marketers don’t operate with specific mobile budgets yet, so they have to bootstrap their way to the top. A great starting point would be to consider the differences between desktop and mobile SEO, and then understand how to connect website content to the many other mobile activities people engage with every day.