Young people are the trendsetters, the most familiar with new technologies, and the most natural early adopters of change. A new report from the m-commerce platform Weve, in the United Kingdom, indicates that 46% of young people between 18 and 34 years old consider mobile devices their first Morocco Mobile Database and main screen. We have not stopped seeing studies of this type in recent months. Just a few days ago Magid Associates also pointed out that 35% of users between the ages of 18-34 consider mobile devices to be their main source of entertainment, more than ten points higher than television.
But it is also that in the global computation the, until now “second screen”, is gaining integers and 28% of those surveyed by Weve point to mobile devices as their first screen, one point above television (27%) . It is evident that we are witnessing a change in the form of television consumption, we are all experiencing it in our own homes. That is why the debate about which is the most important screen for the viewer is still open; whether mobile phones are going to end up killing television or are going to relegate it to a background sound in homes while all its members juggle with the laptop, tablet and mobile phone. But why should it be considered in terms of rivalry?
ThinkBox Managing Director Lidsey Clay considers it a mistake: “Mobile is not an equivalent of television or its rival; mobile is technology, television is content and much of television is seen on mobile devices.”
Many are of the opinion, like Clay, that the industry should focus on exploring the potential of combining the two displays. Twitter and Facebook, for example, have been looking for better alliances with television networks for months to take advantage of the huge number of viewers who surf from their mobile on social networks to comment on the programming that follows from television. Because there are many studies that indicate that the combined vision of devices favors interaction and engagement with television programming. Nielsen published at the beginning of the year that 85% of users use tablets and smartphones while watching TV at least once a month, and 40% do so daily.
At this point, the key question turns to the advertising industry, which is ultimately the one that pulls the threads of the market: are multiscreen users using tablets and phones to distract themselves during ad breaks, or are they really tuning in better and interacting with what programming are you watching?
According to consulting firm Nielsen, both. Half of users use mobile devices to search for information about the movie or sports program they are following on television. Three-quarters search for general information, while 68% simply browse the Internet, and 53% connect to social networks.
And there is something else: 20% of those users who end up buying something they saw advertised on television with their tablet, which justifies the Brother Cell Phone List interest of advertisers in finding the best way to connect with the multi-screen audience. There is a market.
However, the figures suggest that it is necessary to reformulate the advertising that is broadcast on television. If users combine devices, advertising strategies should also do so, offering a personalized and timely message at every moment of the day and taking into account this new way of consuming television content. Offering an integrated experience to users requires a greater effort for companies, it is true, but at the same time, multi-screen consumption offers a unique opportunity to reach its target in very different ways and to refine the message much more to adapt it to the client’s needs at all times.
