"Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time", a study by GlobalWebIndex cited by Warc, finds that people around the world now spend more time with digital than traditional media.The study, based on responses from more than 32,000 internet users in 31 countries found that 5.6 hours or 57% of daily media consumption, was dedicated to digital, including social media and mobile internet usage.
Mobile is the #1 global medium
InMobi has released its latest "Mobile Media Consumption" report, covering 14 countries. The research demonstrates that the growth of mobile media throughout the globe is constantly reshaping media consumption habits:
- Globally mobile ranks first in media consumption with 1.8 hours a day, outpacing TV (1.5 hours), PCs (1.6 hours) and any other channel.
- 50% of the average global mobile web users now use mobile as either their primary or exclusive means of going online.
If YouTube were a country, it would be #3.
YouTube has reached landmark one billion monthly users, as Generation C (the Connected Consumer) switch their viewing from TV to online. Gen C, defined by Nielsen Research Group, is not characterized by their age, but by their connected behavior: they constantly switch between devices, are deeply engaged with online video, thrive on the community around it, and are expert curators of content.
'Virtual ownership' is on the rise
The widespread penetration of digital devices such as smartphones and tablets and the associated propensity to download content is leading to an increase in 'virtual ownership', according to research by Mindshare, cited by Warc.
The study has noted a decline in the number of people who prefer to own music in physical form, while the number of those who download music or video content at least once a week has grown by 30% over the past two years.
Mobile users are 'screen agnostic'
According to a mobile study by YuMe, cited by eConsultancy, people are increasingly screen agnostic when it comes to consuming content:
- 38% access entertainment content on their smartphone, 34% on their laptop, and 28% on their tablets.
- People prefer to consume content in the comfort of their homes, where they are also much more receptive to advertising. Even with smartphones, the most mobile device, there is an almost even split in media consumption at home (31%), out and about (24%), travelling (24%) and at work (21%).
True Cross-Device marketing
Cross device marketing does not mean creating a shortcut viewable on a mobile device. All too often at the bottom of your (mobile device) screen you see "visit full site". True cross device marketing involves adaptive, responsive and scalable content rich media that is viewable regardless of device. Yes, this means creating multiple scaled sizes of every single content item you wish to publish. You either explore the efforts to accomplish this feat, or you are simply not cross device compatible. Sound like a burden to conquer? No problem, OCGM can help you evolve and maintain compatibility with our ever changing mobile roaming society.
