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Multitasking the Media
New findings from BIGresearch - its Simultaneous Media Usage Study - suggest that marketers are facing what the company calls a 'new reality'. Ian Delaney checks through the figures.
New findings from BIGresearch
- its Simultaneous Media Usage Study - suggest that
marketers are facing what the company calls a 'new
reality'. Ian Delaney checks through the
figures.
Joe Pilotta, VP, Research said that, "The intermittent
usage of media which occurs during simultaneous consumption
creates a serious problem for marketers who rely on exposure to
media models since the anticipated exposure is being shared with
many other media options and may never occur."
As the title of the research suggests, it's apparent that
few of us just do one thing at a time any more. And this is
especially true when it comes to online activity:
These findings seem to confound notions of viewers or
audiences so precious to media owners. In the majority of cases,
it seems, at least part of the time, the audience isn't
paying attention. Of course, the results do not show the
extent to which this happens. I would imagine
that this varies enormously according to the ease with which
this can be done. It's quite hard to absorb other media
while you're reading a newspaper - you have to pay attention
to make any sense of it whatsoever. Browsing the web, on the
other hand, quite naturally lends itself to doing other things
at the same time - looking at other web pages, the television
out of the corner of your eye, and taking part in a conversation
is far from impossible.
The research suggests that there's a considerable gap
between where marketers are spending their money and the media
that actually influences consumers. While word-of-mouth was
found to be the most influential source of information for both
car and electronics purchases, there's not even any official
data on the marketing spend made by companies. In both sectors,
between a third and a half of the total media spend went on
television, while only a quarter to a third of consumers said
that media had influenced their decisions.
Pilotta from BIGresearch notes that "...new media
options such as online search, blogging, email, texting, video,
streaming and social networks such as MySpace and Youtube have
expanded the Word of Mouth universe and made traditional
advertising less relevant for many."
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