Mobile is the Choice of Multitaskers
Are you seeing more QR codes on your TV screen and wondering who scans a code while watching TV? It could be up to 80% of the mobile Internet users who responded to a recent study by Razorfish!
Multitasking is hardly a new phenomenon, but laptops, smart phones and tablets have taken it to a whole new level. An earlier study by Yahoo!, which interviewed over 8 thousand Internet users and over 5 thousand mobile users, found a whopping 86% of mobile users (92% of mobile users aged 13-24) viewing mobile content related to the TV program they were watching. That is too many multitaskers to be ignored!
According to the ReadWriteWeb graphic, a fair amount of the multitasking activity is communication, specifically social networking or texting (about brands or TV programs, I wonder?). 70 percent is use of apps, many if not most of which connect to the web, and 37% is plain old web surfing. That’s a lot of people conducting a lot of potentially brand-related activity! Neither study breaks out search as a separate activity, but given the explosive growth of mobile search, I have to believe that there’s a lot of searching buried in the surfing data.
Specific types of content are also more likely to stimulate sharing. This graphic from the new Razorfish report shows what they are. I see a strong reflection of target audiences, many of them young. My hypothesis would be that young men are heavy sharers of sports news; moms are heavy sharers of food content. What about reality? Everyone, or is that sharing somewhat female also? These are questions the marketer needs to pursue for her own brand.
Marketers can direct the activity and conversation by creative promotions and learn from their results. For example:
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