In a world where people are connected practically 24x7x365, it’s increasingly difficult to attract and hold the attention of people you’re trying to reach and engage. Indicative of the degree to which 24/7 connectivity is becoming the norm in industrialized society, Nielsen found that 76% of respondents worldwide said “they enjoy the freedom of being connected anywhere, anytime.”
Consumers might love the flexibility to tap into the media channels of their choice wherever and whenever they want but “it represents a huge challenge for brands and content providers vying for our attention in a fragmented viewing arena,” Nielsen highlights in an April 1 blog post.
Smartphones, tablets, phablets, connected TVs, gaming consoles and PCs – the profusion of connected CE devices and expansion of mobile and fiber broadband networks has ushered in “a new era of entertainment and advertising,” Nielsen said. The competition to attract viewer eyeballs and attention and resulting fragmentation is not only taking place between delivery platforms, it’s taking place within mediums as well, Nielsen points out.
“It has never been more important to understand consumer behavior than in today’s rapidly evolving digital environment,” Nielsen Global Watch Product Leadership Executive Vice President Megan Clarken was quoted as saying. “Choice creates not only complexity, but also opportunity. The media industry must embrace the changing landscape and adapt their strategies to fit with this new reality, offering engaging and relevant content that is easily accessible across devices and channels.”
Interest in Anywhere, Anytime Connectivity
People are watching more video than ever despite all the competing alternative forms of media. Fifty-five percent of respondents to a Nielsen global survey said video programs are an important part of their lives. “What is shifting, however, is the way audiences watch video,” Nielsen continues.
And when it comes to watching video, bigger (screen size) continues to be better in viewers’ eyes. Sixty-three percent of respondents said so. Notably, nearly six in ten (59 percent) also think watching video on a mobile device is convenient. More than half (53 percent) said a tablet is as good as a PC or laptop computer.
“Watching TV in a linear fashion is changing for many, as we are now in more control of what we watch, when we watch and where we watch,” Clarken commented. “Most important is understanding how viewing patterns are shifting and determining the driving forces behind the change.
“While technology continues to evolve, so too are our habits as a direct result. Multitasking has taken on a whole new meaning as our digital devices enable us to connect in ways—and in places—we may never have thought possible.”
