In yesterday’s post, we learned that over 95% of smart phone owners use their device at home. While tablet use is still growing, smart phones are defiantly the second screen in many consumers’ lives.
• Over half of smart phone owners either watch TV or listen to the radio while using their device
• Over 40% of owners use them while utilizing another internet enabled device
• 35% watch movies while on their smart phone and 28% play video games
• Less than 20% use their smart phone while reading a book, magazine or newspaper
What Does This Mean To You?
There has been a lot of news about smart phones being a distraction to drivers, the other thing a smart phone might be is a distraction to is the audience of broadcast media. If you are currently advertising on radio or television, there is a good chance that consumers are paying attention to their devices and not your advertising. With over 80% owners multi-tasking with their phones, you not only need to use mobile solutions – you need to have succinct messages. For more information on mobile solutions that help you cut through the clutter and get the audience’s attention, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Supervisor
Source: Google Study February 2012