Tag Archives: tv

What’s Your Go-To Device?

Technology has made our lives easier in so many ways. But, it’s also made it confusing at the same time.  Today, we’ve got a vast array of devices and platforms to get the news from.  New research has been released that shows what devices go-to first when looking for news and information.

shutterstock_80658865 copy• Nearly half of all consumers said that the TV was their go to device

• Just under 20% replied laptop and 15% said desktop computer

• 8% of those surveyed said their smart phone was the device they relied on most for news & information and 4% said tablet

• Women were more likely than men to have the TV as their go-to device

• Among 18 to 34 year olds, 30% responded they relied most on their TV, but 28% responded laptop

• Nearly one in four 18 to 34 year olds also said that mobile devices (smart phones & tablets) were their first option for news and information

What Does This Mean To You?

The ways we find news and information, especially breaking news, are constantly evolving.
Think about how you find out Michael Jackson passed away?
Now think about the way you heard that Pope Benedict resigned this morning?
Mobile is becoming the conduit from which people are getting their news and information.
It’s not just the mobile web; it’s also social media and email moving to mobile first.
Your business needs to be fully optimized for mobile.  Not just your web presence, but your social sites as well.  For more information on utilizing mobile to get results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer; Belkin


Second Screen Activities By Device

If there was ever a question of how important mobile devices have become to consumers, second screening activity should put it to rest.  It’s usually the television that keeps people mesmerized; now mobile content has become so important, it’s disrupting the time honored tradition of vegging out in front of the tube.  A new study has looked at second screening and the differences between watching TV while using a tablet or smart phone.

• 88% of tablet owners use their device while watching TV and 87% smart phone owner do the same

• The top activity is checking email – nearly 60% over tablet owners
and over 50% of smart phone owners check email with their devices while watching TV

• Accessing online content unrelated to the show being watched – 55% of tablet owners were distracted by unrelated content as were 36% of smart phone owners

• Utilized a downloaded app – Half of tablet owners and over 40% of smart phone owners used an app while watching TV

• Shopping – 45% of tablet owners shopped while watching TV, 23% of smart phone owners did the same

• Visited a social network – Over 40% of tablet owners and smart phone owners went to social media content while watching TV

• Accessed information related to the show they were watching – Nearly 4 in 10 tablet owners and almost a quarter of smart phone owners did this

• Looked up product information on an ad viewed on TV – Just over one in four tablet users and less than one in six smart phone owners went online to access content about an ad they saw

• Looked up coupons/deals related to a TV ad – Only 22% of tablet owners and 12% of smart phone users went online with their device to find coupons or deals because of an ad they viewed

What Does This Mean To You?

There has always been multi-tasking.  The difference is that consumers are accessing content that rivals the attention of what is on TV.  In fact, second screen actions that involve TV programming are the lowest ranking of the surveyed activities.  This shows how disruptive second screening is to any messages you may have on TV.  Consumers who are using their tablets or smart phones while watching TV are usually holding those devices, so they have added engagement.  Even with on-demand options, mobile technology gives users more choices and allows them to decide the content they want to watch.  That also gives businesses more targeting option.  For more information on how to create more awareness and engagement using mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

The Social Second Screen

Multitasking is nothing new.  For many years consumers have done multiple things while engaged with media.  Mobile devices, such as tablets and smart phones, have taken media multitasking to a whole new level because of how engaged users are with the devices.  Several recent surveys have shown just
how pervasive these second screen activities are, especially with social media.

• Over 40% of US consumers are using
their laptops, smart phones or tablets
while watching TV

• The top activity is email related, social networking ranks second

• Among those who are social networking, 55% of men are on Twitter as are 45% of women

• Half of Twitter users are engaged with others about shows in real-time

• Over three-quarters of social networkers tell their friends what they
are watching

What Does This Mean To You?

As consumers continue to rely on mobile devices for content, second screen activity is bound to increase.  This means that the attention of viewers will be even more fragmented and any investment in TV advertising can be adversely affected.  In fact, because most users are holding their devices, there is a good chance they are more engaged with second screen content than the TV shows that are being shown.  Portability is also an issue, it’s much easier to move from room to room with a tablet or smart phone than to move a wall mounted flat screen.  As a business, you need to make sure your advertising messages are being seen.  Due to the growth of mobile, the TV may be on, but are the viewers watching the message?  For more information on effectively reaching consumers through multi-platform channels, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: OnlineMBA.com; Kalena Jordan, SearchEngineCollege.com; sitepronews.com; MediaBistro; Nielsen; Pew Center for Internet and American Life

Where Consumers Use Tablets

The advent of WiFi was the first step in the un-tethering of computers. The connections might have been slow and laptops were a little bulky, but at least your computer wasn’t tied to a certain place.  The tablet changed the dynamic, not only could you use it wirelessly – it’s relatively light.  Users can now use it basically anywhere they can get a signal.  A new study is out that explains where consumers use their tablets both inside and outside the home.

• 74% of consumers use their tablets primarily at home

• Among in home locations, 96% of tablet owners use their device in the living room and 94% in the bedroom

• Three-quarters use them in a home office setting and seven in ten use their tablets on the porch

• Nearly 70% utilize tablets in the kitchen and nearly two-thirds use them in the dining room

• 53% will use them in a children’s room

• And the top reason I don’t use other people’s tablets, nearly half of those surveyed use the tablet in the bathroom

• The top 5 out of home use locations are airports/airplanes – 80%, coffee shop – 72%, outdoor/public place – 64%, appointments 64% and work – 59%

What Does This Mean To You

The majority of tablet use takes place at home, this maybe because of the expense of the device and tablet’s larger size. The key component is the fact that tablets main use are in the living room – the same place where people usually have their TV. Some consumers’ maybe using the device as a television companion, but it’s more likely that tablets are rivaling the TV for attention.  And because it’s a little hard to move a 46 inch plasma as you travel from room to room, tablets are probably getting a large portion of consideration.  For more information on how your business can benefit from consumer interest in tablets, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Viacom

Smart Phones As A Second Screen

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 eight in 10 smart phone owners are using their device while performing other tasks or involved in another activity

• 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:
Al Fiala
Advertising Research Supervisor

Source: Google Study February 2012

Mobile And The Big Game

This Sunday much of the country will be parked in front of the television to watch “The Big Game”.  If you’re a Giants or Pats fan, it’s almost like a second Christmas.  While some people watch for the big plays, some becuase they are
are part of an office square pool and still others watch just for the commercials, a majority of people who plan to watch the game will use their mobile device during all the action.

According to a recent Harris Interactive survey:

  • Six in 10 mobile users plan to look at or use their device during this year’s game
  • Over 80% plan to use it more than they did during last year’s game
  • Less than 15% said they will likely use their mobile device during game play
  • More than one in four said they will use it during commercial breaks
  • Men are twice as likely as women to use a mobile device during the half-time show
  • 18-34 year old mobile users will, on average, use their devices 19 times during the game


What Does This Mean To You?

Mobile is the ultimate multi-tasking tool.  Even with all the money advertisers will spend to be part of the event, 26% of mobile users will be distracted from their message because of a mobile device.  Becuase of this trend, you will have an opportunity to deliver your message in the palms of users hands during a time when many already say they will be using smart phones & tablets.   Think off the many ways you can get involved.  Mobile social media is huge – maybe have a trivia contest on your Facebook page,  Twitter use will most likely be at an all time high.  It would be a great time to let your followers know about any specials you may have.  You could also put a poll on your mobile site and ask people to vote for their favorite commercial. From restaurants to retail, the high use of mobile during “The Big Game” gives you a chance to generate more interest for your business.  For more information on mobile solutions that can bring you big results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Harris Interactive; Mashable