With the rise of smartphones, the hierarchy of the time devoted to the media is upset. According to a study of InMobi (a specialist of the mobile advertising) on 15,000 Internet users from 14 countries, mobile terminals are now means of media consumption favorite, with 108 minutes on 7 hours of consumption of content per day on average.
These screens have exceeded the PC/Internet representing 93 minutes per day, just like the television which is also 93 minutes per day. The radio is far behind with 52 minutes per day, followed by tablets (37 minutes) and magazines (35 minutes).
However, this predominance of mobile devices does not mean a pure and simple uses replacement. The study highlights effect that 62% of mobile Internet enthusiasts practice the multi-display when they watch television.
Second screen
48% of respondents consult social media while watching TV, which confirms the strategic importance of the second screen for TV stations and advertisers. 46% of respondents communicate by Instant Messaging, 30% play online or listen to music, 18% are looking for additional information on products seen on TV.
"The multi-display practices are relatively comparable all population segments combined, except the polled Generation Y, aged 20 to 34, who are 69% to recognize view multiple screens at a time.", commented InMobi
"For marketers, the growing trend towards the multiscreen is a great opportunity to establish a relationship with viewers via mobile devices. Especially since those who already use mobile devices at the same time they watch television apparently seek to further experience via the tablets and smartphones. ", says Shrikant Latkar, Vice President Global Marketing of InMobi.
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