A new study by Mindshare, the network of the global media agency, dispels the myth that all consumers are smartphone users, live glued to their tablet or are constantly technophiles accessing digital services. The Belize Mobile Database Mindreader Study reveals that consumers still prefer to use laptops or desktops rather than their smartphones and tablets; and that the place from which the internet is accessed has more impact on online activity than the technology available at that time.
The sixth edition of this research, which is carried out on 42,000 consumers in 42 countries, shows that more than 90% of those surveyed use a laptop or desktop computer on a daily basis, compared to 56% who use a smartphone and 33% who opts for the tablet. These data are known on the same day that The Consumer Electronics Show (CES) 2014 begins in Las Vegas, the most important fair where the technology news that we will see next year will be announced.
Norm Johnston, Chief Digital Officer of Mindshare Worldwide, believes that the news about the disappearance of traditional computers is far from the truth: “Despite the increasing penetration of both devices, smartphones and tablets, most people continue using traditional technology to access the internet. It would be reckless to say that this year consumers are going to stop using PCs as essential technology. “
North American respondents indicated that they tend to carry out certain online activities at home, where the main device for accessing the internet is still the laptop or desktop computer, and where the “hierarchy of screens” also comes into play (a large screen is always better ). Likewise, they can occasionally carry out these activities in other places, but it is then a matter of need rather than desire. Typical online activities like shopping, banking, or even looking at maps and planning routes tend to be carried out at home rather than outside the home.
Respondents with 3 or more devices admit that they carry out some activities in more than one place, such as using social networks, sharing photos or looking for directions. Other online activities such as writing an opinion, looking for a product, checking the news or the bank, watching videos or making a purchase, have been carried out in less than two places.
This means that advertisers must put more emphasis on the content they offer to their audience, than on the device the consumer could use to access it.
Norm Johnston adds: “Although the development of new technologies remains an exciting and continually evolving path for manufacturers, consumers and marketing departments, we cannot predict the type of device that a person will use when making an online activity. You simply have to have an adaptive approach to how the consumer will interact with your brand and not be closed to a specific device. The Brother Cell Phone List consumer will use the one that is closest to him and that can be both the mobile phone or the computer. If we limit the way in which consumers connect to a campaign, optimizing the device, we will be forcing them to use a device that they might not choose for that activity, thus running the risk of alienating consumers. We must think about all the existing platforms ”.
It is expected that this week, during the celebration of CES 2014, some 20,000 new products will be launched, including products and technological applications, from phones and tablets, to Smart TVs and ‘wearable’ products.