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Multi-screen behaviour has moved main stream
Most consumers own, or have access to multiple forms of screen based media. This might be in the form of a TV, tablet or smartphone.
An average consumer in Australia is engaging with screen based media far more frequently and for much longer that more traditional ‘no screen’ based media such as the radio, newspapers and magazines.
TV is a major catalyst for search activities.
Think about it this way. A consumer is sitting at home watching their favourite show, an ad comes on and the closest device on hand is their smartphone to quickly search for a product or service.
TV is still a great way to drive conversions, opening up the sales funnel.
But, search is also driven by location, when consumers are out and about.
Therefore, in its simplest form, a mobile strategy, based on limited budget, might compose simply of ensuring you have a mobile optimised website, to ensure the experience of a potential customer is good enough.
Australian consumer media consumption has rapidly changed, and from what I have witnessed so far in Australia, brands have really struggled to keep up with these behaviours.
The Australian consumer is looking for convenient, relevant information.
So the average mobile web user is consuming 6.5 hours of media per day
And they’re spending more time with their mobiles (excluding calls and text) than any other form of media
This time is spent in many short sessions throughout the day
You don’t need to look as far back as the 40’s to see how differently Australian families and audiences are spending their ‘me’ time
Actually, this didn’t change too much until the late 90’s
Recent studies suggest that already over 50% of Australian consumers are multi-tasking whilst watching TV.
In today’s household, an image such as this one is more likely the norm, with various devices and ultimately competition for consumer share of mind due to the accessibility of devices available to all members of the household.
Brands are racing to identify the complementary and sequential experiences of which can add further value to their customers and drive commercial objectives such as increased engagement, sales or repeat purchases.
Your customers have a lot of options, and the challenge is how can you provide them the most value in their already busy lives?