Razorfish, one of the largest digital marketing companies in the world, declared in its fifth annual Digital Outlook Report that television has morphed from a mass distribution channel to a collection of interactive and personal experiences. The report, provides insightful industry commentary on topics such as the future of TV and Social Influence Marketing™ and examines media buying, planning and distribution trends from the past year.
Razorfish publishes the report to help marketers make smarter choices about their digital media spend and investments in digital marketing channels.
“Marketers have been talking over the past few years about the long tail of the Internet, but now we are seeing the development of a long tail of television,” said Terri Walter, vice president of emerging media at Razorfish. “TV is alive and well, but the viewing experience is moving from mass to niche in terms of both audiences and programming as consumers divide their time between computer screens, TV sets, mobile devices, gaming systems and set-top boxes. As viewership fragments, advertisers must find a way to adopt their messages to smaller, but potentially more valuable audiences.”
Posted by Mark Levy | Posted in Messaging, Research | Posted on 13-11-2008
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Kenradio – IQ Reports
8% of those who are over the age of 65 use SMS, and 4% subscribe to social networks. Another surprising data point is that 42% of teens prefer to communicate via SMS, yet 62% prefer to receive promotions via email vs. only 1% via SMS. The new study by ExactTarget confirms that there are marked differences between age groups not only in the usage of media, but also their acceptance of and attitudes towards each type and using multiple forms of media concurrently. And, consumer profiles and habits are changing… sometimes dramatically. A majority of people prefer to communicate with friends and family via the phone rather than email. This preference is positively correlated with age.
Highlights of six personas and how they interact with different media include:
Wired Consumers tend to be young males, between the ages of 18 and 34 years old, without kids. They are employed full-time or self employed, have a good income-an annual household income of at least $35K-and have at least a college education. 20% of Wired Users subscribed for marketing communications via SMS (more so than any other group) but want to receive texts only for urgent customer service issues, like financial alerts or travel updates. Consumers in this group are exposed to more media throughout the day than any other group, primarily though computers. These consumers spend an average of 8 hours a day on their computers accessing the internet, email, and using some sort of computer software, including games. By comparison, exposure to television and radio is relatively low, but not nominal, at nearly 3 hours of television a day. In addition to computer and television time, these consumers are on the phone an average of one hour per day. More than two-thirds of phone time is on a landline phone.
