social media trends, stats

Doing Two Things at the Same Time is Normal Now

What are 31% of people doing exactly at the same time?  They are watching TV and web surfing!

According to Marketing Charts

Nearly 31% of people who went online at home in October were also watching television simultaneously, demonstrating that web surfing and TV watching are complementary behaviors, according to research from The Nielsen Company’s new TV/Internet Convergence Panel.

I’m so guilty of this very behavior and I find myself doing it more and more.

This interesting fact leads me to ponder the following:  If watching TV and surfing the web are done at the same time – what portion of that attention is on the actual TV versus on the web?  I’m betting that the moment a traditional TV ad comes on; the attention immediately shifts to the computer.

I’m also in agreement that the Internet is an effective complement to the traditional TV viewing experience.  It makes sense, if you are watching something on Discovery and a subtopic peaks your interest, the natural thing to do is look it up on the web.

Here are a few more stats:

  • Roughly 50% of the Convergence Panel panelists had viewed some streaming content online. The demographics streaming the most included female teens (82%), male teens (64%), men age 18-34 (57%) and men age 35-54 (55%).
  • Nearly 60% of panelists and more than 80% of people who watched TV and used the internet had simultaneous sessions – watching TV and being online at the same minute. This group tends to be very heavy users of both TV and internet.
  • Teens are the most likely demographic to have simultaneous TV/internet usage, but Adults 35-54 have the most simultaneous usage minutes.
  • About 4% of total television viewing occurs when consumers are also using the internet.

If this wasn’t a wake up call for Marketers I don’t know what is!

Things to keep in mind:

TV ad >
Sets up the interest and the need for more information
Leads only the interested individuals directly to your site

Website >
Builds meaningful conversations
Nurtures these new relationships

I’d love to know if you are part of this 31% and how you use TV and the Internet.

social media trends, stats

The differences between X & Y

Over the last few months, I’ve had to do some research online on the subject of mommy blogs.  To my surprise, found a lot of them.  They are an extremely powerful channel for online advertising!

I’m a Mom (he’s almost 12) and I have to admit that I am definitely not a mommy blog reader.  I’m more interested in tech gadgets and new media (duh?!).

Anyways, after reading and discovering some jaw-dropping sites and blogs, I had to admit that I was impressed – very impressed.  Here are a few of the mommy-based blogs which I find informative in their content, innovative in their approach and most of all beautiful in their design sensibility.

I recently came across some research concerning the internet behaviors of moms and more specifically the differences in the way Gen X and the Gen Y moms use the internet. The research – conducted by NewMediaMetrics – revealed that there was a significant generational difference between these moms.

Gen X moms *born between 1965 and 1981*

  • use photo sites
  • rate and review products
  • shop

Gen Y moms *born between 1982 and 1994*

  • read blogs
  • participate in an online community of moms
  • create and share their own video

These results remind me of an earlier post on Generation V which I commented on back in August.  It seems to me that Gen Xer’s lean toward being Lurkers and Opportunists and the Gen Yer’s tend to be Contributors and Creators.

For the record, I am officially a Gen Xer.  What do I do on the internet?  Well, I read blogs, participate in social networks (not a mommy community though), shop and create my own content (write a blog).  Where do I fit in?

Alas… not really anywhere specific – yet again!

Just the way I like it!


new media, stats

Is an overall reach better than an obvious niche?

According to a recent Mediamark Research & Intelligence (MRI) analysis, a whopping 32% of American adults are Ad Adverse.

Ad Adverse is defined as: ”Consumers most likely either to be not interested in or to have not been exposed to advertising in TV, radio, newspapers, magazines and the internet.”

Imagine that!  That’s a huge number.  I already believed that most people (like me) had begun to close their eyes to advertising in what ever form (billboards, radio ads, tv ads, etc. – see list above) but this number is quite significant.

It means that a good number of us have effectively trained our eyes away from traditional advertising.  That it simply doesn’t exist.  So I wonder why there are still such deep wallets when it comes to traditional advertising and such reluctance towards anything online.  Is it because new media holds too many mysteries?  It’s not a sure thing?  Traditional advertising no longer holds guarantees… or does it?   Does quantity really over ride quality?

Is an overall reach better than an obvious niche?

I may be wrong is assuming this, but if you aren’t reaching 32% of your audience because they have trained themselves to ignore you; don’t you think you should think ‘outside’ the traditional advertising model?  Plus, that number is surely not going to decrease over the next few years.

I say, get a mit and get in the game, especially if you expect to reach anyone in the next few years because the numbers who start training themselves ignore online and mobile media is soon to follow.

Better get your money’s worth now!  What do you think?

Read the full details of the article at: Responsiveness to Ads Across Media – Consumer Segments

new media, stats

Generation V: Majority of Internet Users are Lurkers!

I often check out MarketingCharts to observe online statistics and stumbled upon an interesting report from Gartner concerning Generation V last week.

This report attempts to outline and categorize internet users.  Apparently, we are either creators, contributors, opportunists or lurkers.

Although I agree for the most part, I’m not sure it’s that clear cut.  As for myself, I believe I have elements of each a creator, a contributor and an opportunist – I’m not sure who would admit to being a lurker (but that’s just me I suppose).  What about you?

These are the findings directly from the report:

Findings about these Generation V segments:

  • Up to 3% will be creators, providing original content. They can be advocates that promote products and services.
  • Between 3% and 10% will be contributors who add to the conversation, but don’t initiate it. They can recommend products and services as customers move through a buying process, looking for purchasing advice.
  • Between 10% and 20% will be opportunists, who can further contributions regarding purchasing decisions. Opportunists can add value to a conversation that’s taking place while walking through a considered purchase.
  • Approximately 80% will be lurkers, essentially spectators, who reap the rewards of online community input but absorb only what is being communicated. They can still implicitly contribute and indirectly validate value from the rest of the community. All users start out as lurker.

Please feel free to comment on this.  I’d love to see if I’m the only one who thinks these findings are slightly generalist.