Spanish ban on advertising on public TV (10/08/2009)
WFA research shows insight into global audience measurement (31/07/2009)
Contagious: "The rise of own brands" (31/07/2009)
Bing to power Yahoo! as part of global search deal (31/07/2009)
BRICs well-placed for economic recovery (28/07/2009)
"Media multi-tasking" a norm for 1 in 4 consumers
Date: 02/07/2009
The European Interactive Advertising Association (EIAA) has released a report on media multi-tasking within EU consumers. The report reveals a marked increase in the number of people choosing to consume different media simultaneously, heralding the emergence of the engaged ‘Media Multi-Tasker' and highlighting how consumers are entering a new phase of communications and commerce online. Advertisers can benefit from a better understanding of this user behaviour, feeding insight into media strategies particularly when planning multi-media campaigns.
Key findings as follows:
- TV and internet media multi-tasking is growing rapidly, +38% since 2006, with almost a quarter of all Europeans now using TV and internet simultaneously. For brands, this highlights a growing audience of active and engaged consumers that can be targeted more effectively online
- ‘Word of mouth' is fast developing into ‘word of web' with more than half of all European media multi-taskers using Instant Messenger and communicating via social networks to share updates and opinions with friends and family.
- The majority of European media multi-taskers are aged under 35, however, it seems that Silver Surfers (+55) are also a demographic that is increasingly meshing their media with a 75% rise in media multi-tasking since 2006.
- Media convergence is moving into the mainstream with technological innovation as its driver. Twice as many media multi-taskers access the internet via mobile phone or Wi-Fi compared to non multi-taskers and multi-taskers are more likely to have access to wireless technology as well as own a laptop.
Download the full report below. WFA members can login to access the top 10 recommendations for global marketers as a result of these findings.
Source: EIAA
WFA's Media Committee works closely on better understanding and measuring media consumption habits so that marketers can more accurately anticipate the impact and synergistic effects of media, and consequently upgrade basic metrics so that media options can be compared with confidence. Find out more about this Blueprint here: www.wfanet.org/blueprint
Documents:
EIAA Media Multi-tasking report.pdf
EIAA Media Multi-tasking - Top10 Tips for advertisers.pdf
