If you give consumers more toys, they are going to want to play with them. This is especially true of tech toys designed to deliver entertainment and information. Ongoing research from Multimedia Research Group (MRG) shows that the attention of the TV audience continues to be diluted by more multitasking, often on mobile devices, and suggests that marketers must engage in multi-screen campaigns to make the biggest impact.
Enterprises know that any new tech device is going to be snapped up by leading edge consumers. If the product is deemed worthy, the early adopters and the ‘proven tech’ consumers will soon follow. During the course of this year, the number of leading edge consumers who multitask while they watch TV has grown from 32% to 38%. Similarly, the number of non-multitaskers in the ‘proven tech’ category has shrunk from 51% to 42%.
The MRG data supports the general belief that younger consumers have a greater tendency to multitask. For example, 35 to 44 year-olds have the highest rate, 51%, of using a tablet or other mobile device while watching TV and their device use is unrelated to content they are viewing. Consumers in the 18–24 year-old age group are mostly likely to use mobile devices, 37%, in a way that is related to what they’re watching on TV. Older consumers, over age 65, are mostly likely, 81%, to not use mobile technology while they watch TV. Only Seniors have dropped their rate of multitasking this year, suggesting that the novelty of playing with their mobile devices during TV time has worn off. All other age groups show a significant increase in multitasking behavior this year.
What have you been doing to help your marketers address this change in consumer behavior?