The rise of the digital multi-tasker

De explosieve groei van mobiele apparaten bieden meer en meer mogelijkheden voor consumenten om digitale media te gebruik. Tegelijkertijd gaat het snel met de adoptie snelle vaste en mobiele internetverbindingen. De moderne consument zijn digitale multi-taskers geworden. Aan dat fenomeen heeft KPMG dit rapport gewijd.

De belangrijkste uitkomsten op een rijtje:

  • Consumers split their time between traditional and digital/online media, but spend more money on traditional media. People still spend marginally more time offline than online. However, 70 percent feel the choice of digital content is wider and more than half say they have greater access to online media. Despite this flexibility, consumers still devote a higher proportion of their monthly media budget to traditional media spend– particularly to TV/video and live events.
  • Spending for online media increased in the past year. For every type of digital media, more respondents increased their spend than decreased it. In contrast, certain types of old media saw a net decrease in expenditure, namely packaged forms like CDs, DVDs and video games.
  • TV is still the most popular media activity. While this may provide some reassurance to TV, cable and satellite providers, a relatively high proportion of consumers (for example, over 30 percent in Singapore and 14 percent in the US) now prefer to watch TV via their mobile or tablet for greater flexibility. And with a growing preference for streaming TV and video online, the next generation of consumers will seek a more mobile TV experience.
  • Traditional advertising may be diluted. Television is no longer a single experience as ‘digital multi-taskers’ interact with tablets and smartphones while simultaneously watching TV. The opportunity is for media companies to tap into these ‘second (and third) screens’ through social media, such as Facebook and Twitter, and build the overall experience and the effectiveness of advertising. At the current time however, the integration is only partial and consumers’ attention is being diverted away from the ads that fund much of traditional broadcast content.
  • Preference for online media is much stronger among the emerging mobile-centric class. Consumers’ increasing allocation of time to online forms of media is widely reported. Yet the emerging wave of mobile-centric consumers — as indicators of the consumers who will first connect to online media via their mobile devices — highlights a preference for digital content that surpasses those of today’s online consumers. Our survey shows that this is particularly prevalent in emerging markets such as Brazil and China.
  • Tablet penetration is already half that of smartphones, but tablets accompany other devices. Barely 2.5 years after the launch of Apple’s iPad®, more than 1 in 4 respondents say that they own - or intend to own - a tablet while more than half of respondents own a smartphone. But it is laptop and smartphone owners who form the initial wave of tablet buyers — the vast majority of tablet owners also own one or both of these devices.

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