Fewer people are happy with just one form of media in front of them. Blog reports of 3‑screening consumers – TV, computer, and mobile phone – abound. This fragmented attention might mean trouble for marketers who want to pitch their latest products and services.
Gfk MRI’s MediaDay 2010 survey shows that some consumers enjoy being engaged with multiple media formats while others are still content to devote themselves to one form of media at a time. Using one media form exclusively is somewhat linked to age. Here are the percentages of consumers over age 35 who engage with one media format exclusively:
- Magazines 55%
- Internet 51%
- Newspaper 52%
- TV 50%
The media format that enjoys the highest percentage of exclusive consumer attention is magazines. Sixty percent of women, all ages, say they read magazines without other media distractions. Conversely, only 29% of men say the same thing. Marketers who want to reach men should purchase TV ad time. Over half, 57%, of men give the TV their undivided attention on a daily basis.
Anne Marie Kelly, SVP, Marketing & Strategic Planning, at GfK MRI notes “[c]oncurrent media usage and other forms of multitasking while consuming media is certainly on the rise, and yet roughly one-half of all adults report that they do nothing else when consuming the Internet, magazines, newspapers or TV.”
The numbers in this study show that undivided attention dropped for the Internet (54% to 45%) and for newspapers (55% to 50%) in the last 2 years. This trend indicates that marketers will want to use a variety of media formats to increase their consumer touch points.[Source: Number of consumers Who Multitask While Using Media on the Rise. GFKmri.com. 7 Sept. 2010. Web. 16 Sept. 2010]