Moving Forward

For marketers on all levels, one trend that is becoming clear is consumers’ increased use of 3 screens (TV, computers and mobile phones) for entertainment and information. A recently released report by Nielsen Company finds usage of all three screens increased in fourth quarter 2008. This report also states that TV viewing in fourth quarter 2008 reached an all-time high. While a majority of the viewing is still done on a TV in the home, online and mobile viewing are gaining popularity. Consumers are also taking control of when they view programming. There was a 33% increase in watching time-shifted (DVR) TV.

The Nielsen report also cited another major increase: adults are watching video online at home. What are they watching? 24% watch news clips, 20% watch YouTube or other user-generated video and 15% watch sports news or highlights.

Not surprisingly, the highest usage of each screen falls along generational lines. While TV viewing among all age groups is at an all-time high, those 55+ are the heaviest users. On the computer, usage is highest among those 35-54. The age group of 18-34 logged the most time watching video on the Internet. Finally, those in the age group of 12-17 are the fastest adopters to viewing video on their mobile phones.

So what does this mean for marketers? They need to recognize that methods to reach consumers are more fragmented than ever. It is important for them to clearly define not just the message, but who it is targeting and how it should be delivered. This will ensure the most return on their marketing investment.