In fact, they suggest that if you calculate the actual time spent when using two types of media at the same time, such as tweeting while watching TV, the average person crams 11 hours of media consumption into their day! That’s an increase of two hours since 2010!!!
It’s the huge increase in the use of smartphones and mobile devices that’s responsible! In fact, the average viewing time of live TV has decreased to below four hours a day for the first time since 2009 – although it did increase slightly during the London Olympics!
The report also highlights the difference in generations:
- The average six-year-old child has the same knowledge of devices and gadgets as a typical middle-aged adult!
- Older people admit that they are frequently confused by new media and technology.
- Children aged 14 and 15 are the most ‘tech savvy’ age group, spending 14 hours a day on social network services, such as Facebook and Instagram!
- More than 35% of communication within that age group is via social networks, and more than 25% is by text message.
- Email accounts for only 2% of all communication with children.
- Only 8% of 12 to 15-year- olds use email compared with 77% of adults!
A number of conclusions from this I think…
- All that ‘noise’ means it’s getting more difficult to ‘stand out’ – are your messages worth listening to or seeing?
- Different customers use different channels – what are the right ones for yours?
and finally…
