Multitasking Consumers Bring New Challenges

  • 28 March 2012

Consumers are using more media than ever before, but their attention is more divided than ever before as well. In a new report from eMarketer, consumers are spending more than 11 hours with media on a daily basis.

Coming in first is TV and video, with 4:34 spent watching at least some kind of video. That’s a huge number, and shows that even in today’s world, traditional TV spend shouldn’t be counted out.

Even more telling than TV is that Internet came in at 2:47 per day. That’s an amazing statistic for a technology that has only been around for a few years. That’s also good news for digital marketing, because Internet usage has been increasing and shows no sign of slowing down.

The flipside to this increased time spent consuming content means that more of that time is spent multitasking through different forms of media, so there’s less dedicated time spent interacting with one form of media.

This is especially apparent with people watching TV. More than 16% of respondents said they visit the websites of companies’ ads they see, and 19% of tablet and smartphone users said they searched for information on commercials they see as well. This shows the importance of having an integrated marketing campaign, because people don’t just watch TV or go online anymore, they do them all at once.

An easy way to integrate your campaigns is Retargeting. By referencing a special or discount in your radio and TV ads for online shoppers, you can drive more traffic to your website. Then, after people visit your website, you can target them with display advertising, increasing the chance of them returning and converting.

Contact us today to find out how to reach more Internet users with Retargeting.

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