The US$ 3.5 million year long Video Consumer Mapping Study, conducted by the Nielsen-funded Council for Research Excellence, has dispelled several popular notions about video media use by US consumers, which should be of great interest to all local marketers wanting to communicate with Australian Boomers and beyond.
The Study, in which participants were directly observed by researchers using handheld smart keyboards, recorded – in 10 second increments – consumer exposure to visual content presented on four categories of screens: traditional television (including live TV, DVD/VCR and DRV playback); computer (including Web use, email, instant messaging and stored or streaming video); mobile devices such as a Blackberry or iPhone (including Web use , text messaging and mobile video); and “all other screens” (including display screens in out-of-home environments, in-cinema movies and even GPS navigation units).
The Key Findings, which experience suggests are either true of Australia today, or will be very soon, are
· Traditional “live” TV remains the proverbial 800 pound gorilla in the video media arena.
· Despite the often heard “Kids of today spend too much time in front of TV or their computer” or “new video media appeals only to the 20 and 30 somethings”, the Study revealed “Young Boomer” consumers in the 45 – 54 age group average the most daily screen time – just over nine and a half hours – spread over live TV, computer software, email and general Web use.
· Participants aged 65+ had the highest average daily minutes watching live TV (420.5) of all age groups, followed by people aged 55 – 64 at 346.1 minutes.
· The 65+ group spent an average of 46.5 minutes daily on their computer, primarily Web use, using software and email.
· Participants aged 55 – 64 spent 116.5 minutes on their computer and 14.2 minutes on mobile video.
· Even in major metropolitan areas where commute times can be long and drive-time radio remains popular, after TV, computer use has replaced radio as the No.2 media activity. Radio is now No.3 and print media fourth.
· TV users are exposed to, on average, 72 minutes per day of TV ads and promos – again dispelling a commonly held belief that modern consumers are channel-hopping or otherwise avoiding most of the advertising in the programming they view.
In summary :-
Any Australian organization looking to improve their marketing communications with the most lucrative consumer groups – the Boomers and beyond – would be wise to carefully consider the implications of this US Study.
It is a clear picture of the Australian media landscape , if not now, in the very near future.
If you want an interpretation of the lessons from this Study , specifically applied to your organisation’s current market communications, please make contact via http://www.seniorcoach.biz/ or leave a Comment below.
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