Commentary
New Media Keeps the Mobile Nomadic Consumer "Connected"
- by Jack Loechner , Staff Writer @mp_research, December 20, 2006
According to an analysis of BIGresearch's Simultaneous Media Studies, today's consumer feels a need to stay connected and that need is driving the adoption and usage of new media. Consumers' usage of TiVo/Replay TV, Satellite Radio and IPOD/MP3 Players lead the way with regular usage for TiVo/Replay TV up 88.1%, 79.9% for Satellite Radio and 72.1% for IPOD/MP3 increasing from SIMM VI to SIMM VIII. Meanwhile, traditional media usage is declining as consumers seek to integrate new media options into their busy lifestyles
Percentage Growth of Regular Weekly Media Usage(SIMM VI 5/05 to SIMM VIII 7/06) | ||
New Media Growth (SIMM VIII 7/06) | Percentage Regular Weekly Usage | |
TiVo/Replay TV | 88.1% | 17.3% |
Satellite Radio (XM-Sirius) | 79.9% | 7.0% |
IPOD/MP3 Player | 72.1% | 15.6% |
Blogs | 63.2% | 6.7% |
Picture/Video Phone | 59.2% | 9.8% |
Text Messaging on Cell Phone | 58.8% | 15.5% |
PDA | 14.0% | 6.6% |
Traditional Media( | ||
Magazines | -11.7% | 55.4% |
Newspaper | -7.1% | 61.1% |
Radio | -5.7% | 68.2% |
TV | -5.2% | 89.5% |
Source: BIGresearch, December 2006 | ||
Joe Pilotta, VP of Research for BIGresearch, concludes "What should be apparent to marketers is that the mobile, intermittent and attentive lifestyle is a fact and connectivity is key to this lifestyle. Content is a value-add, but not the prerequisite."
TiVo's growth shows primarily that people want to be present with their entertainment, by making time reversible, says the report. This application can also be seen in a the downloading of video/television content, which is regularly used at 12.7%. The other technologies are fluctuating, creating multiple virtualization.
"... The keys to assessing the growth of new technology are the synergistic influence of purchase decisions enabled by the new technology," said Pilotta.
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Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.