Multiple Devices Fragment Brand, Consumer Relationships
A change in consumer behavior continues to fragment the advertising industry, challenging brands, agencies, content marketers and application developers to capture consumers' attention.
If more than 80% of overall respondents to a recent study multitask online while watching TV, how much time do consumers spend with each bite of content, and what does the distraction take from advertisers trying to connect? The Deloitte report, State of the Media Democracy, released Wednesday explores changing trends across a variety of generations, consumption patterns on devices, and the influence of advertising.
The report focuses on four generations and five distinct age groups, providing insight into how consumers ages 14 and older interact with media, products and services, mobile technologies, the Internet, attitudes and behaviors toward advertising and social networks -- and what future preferences.
Overall, the increase of multiple media continues to have less influence on consumers, according to Gerald Belson, Deloitte vice chairman and U.S. Media and Entertainment. While video influences consumers the most when considering making a purchase -- up more than 20% -- banner and search advertising continue to decline. Less than 50% now find paid search influential when making a decision, down from about 60% during the past three years.
Despite the onslaught of new media and devices hitting the market, consumers still appreciate the most basic service. Some 93% of Americans rank Internet access as the most valued household subscription, attributed to the multiple WiFi devices that now exist in the home. Gaming consoles have become the most preferred method for Americans to connect their TV to the Internet.
About 59% of all respondents said they would pay more for faster Internet service, compared with about 70% of tablet owners.
Tablet ownership rose 177% during the past year, with nearly a third of tablet owners saying it is now one of their top three most preferred consumer electronic devices. Some 26% of the U.S. population own a laptop, a smartphone and a tablet.
More than 80% of consumers are multitasking while watching TV, whether watching movies or broadcast television. More people prefer to rent movies versus owning them. Tablet owners stream movies 70% more often than non-tablet owners and intend to watch movies more than any other content in the next 12 months. And 2 to 1 of consumers would rather rent than buy content such as movies.