Jul
1
Multi-tasking
Filed Under Research
Below is the link to the slide share of the latest research from EIAA on how people are multi-tasking across media and influencing their purchase decisions
http://www.slideshare.net/robertmattar/eiaa-media-multitasking-report
The Media Multi-tasking Report reveals a marked increase in the number of people choosing to consume different media simultaneously, heralding the emergence of the engaged ‘Media Multi-Tasker’ and highlighting how consumers are entering a new phase of communications and commerce online. Advertisers can benefit from a better understanding of this user behaviour, feeding insight into media strategies particularly when planning multi-media campaigns.
Key findings are:
• TV and internet media multi-tasking is growing rapidly, +38% since 2006, with almost a quarter of all Europeans now using TV and internet simultaneously. For brands, this highlights a growing audience of active and engaged consumers that can be targeted more effectively online
• ‘Word of mouth’ is fast developing into ‘word of web’ with more than half of all European media multi-taskers using Instant Messenger and communicating via social networks to share updates and opinions with friends and family. This demonstrates how consumers are becoming more empowered online to formulate and communicate thoughts and opinions of brands
• 48% of media multi-taskers change their mind about which brand to purchase after research on the internet and this group of super consumers are heavy online shoppers. With a greater percentage of multi-taskers actively buying online, and spending more money online, they represent a key target group for marketers
• These empowered consumers are 50% more likely than non multi-taskers to feel better equipped for lifestyle changes. Almost two thirds believe they are able to buy better products and services as a result of the internet compared to 46% of non multi-taskers. Eight out of ten state that they are staying in touch with friends and relatives more and over half feel they are better able to manage their finances online
• The majority of European media multi-taskers are aged under 35, however, it seems that Silver Surfers (+55) are also a demographic that is increasingly meshing their media with a 75% rise in media multi-tasking since 2006. Digital youth are a stand out demographic that marketers can tailor their multi-media campaigns towards
• Media convergence is moving into the mainstream with technological innovation as its driver. Twice as many media multi-taskers access the internet via mobile phone or Wi-Fi compared to non multi-taskers and multi-taskers are more likely to have access to wireless technology as well as own a laptop. This suggests that media multi-taskers will continue to deepen their engagement with the internet whilst watching TV and as the numbers of multi-taskers rises, media-multi-tasking will become the norm.
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