The multi-screen world – TV’s not dead after all.

Steve MacAlpine —  February 22, 2013

Context-drives-device-choice

It’s interesting to think that the first point of contact with your audience may well be in the digital space.

It’s even more interesting to understand where and when and on which screen people will discover you.

Why is it important?..well it’s all about the viewing context.

If I discover you on my smartphone I’ll be in a different frame of mind than if I discover you an a large screen….it’s just a logical extension of ‘Lean Forward vs Lean Back’ that Jakob Nielsen “the king of usability’ identified back in 1997.

Smartphones have become the backbone of our daily media interactions yet if you’re like me, you will happily move from device to device. A laptop to a tablet to a smartphone to a TV screen.

The device I choose is all about the context…..for me it’s either work or relaxation or being on the move.

TV’s not dead after all!

All sorts of experts have rushed to predict the end of TV. This recent article Online Viewing Is Growing But Traditional TV Isn’t Exactly Crumbling is a good illustration of what’s happening in the USA..

“It’s true that TV’s audience has declined – by 1.1% year-over-year in Q3, down from a 1.7% drop in Q2 – while the number of mobile subscribers watching video on a mobile device has grown by 22.5%,” says the Website Marketingcharts.com. “

But it’s too early to pronounce the demise of traditional TV viewing.

“Here’s why: in Q3, 18-24-year-olds may have watched less TV on a weekly basis, but they still watched about 22 hours.

How much time did they spend watching video on the Internet or on a mobile phone, combined?

About 2 hours and 15 minutes.”

and in Australia…

  • TV is in over 99% of Australian homes; two-thirds have two or more TVs. Pay TV is in fewer than 30% of households
  • in 2011, Free TV’s average daily reach hit a 7 year high
  • over 14 million Australians tune into comercial free-to-air TV, every day
  • every week, each of the top 40 shows on Free TV delivers a national average audience of al least 1 million viewers
  • 1 in 4 Australians also watch network catch-up TV online (Nielsen Online Consumer Landscape Report, March 2012)
  • teens watch about 56 hours of TV a month in the home, compared with 3.3 hours a month watching video on a PC or laptop and 1.5 hours watching video on a mobile (Australian Multi-screen Report Q2 2012)

source Think.TV

Yes it a world ‘gone social’ but I really agree with the sentiments in this video featuring Dan Wieden looking at the future of the television platform.

Stop focussing on the medium and look at how you are going to engage with your audience…

 Can’t see the vid ? http://vimeo.com/38336537

top image source & highly recommended Google download: ‘The New Multi-Screen World’

Steve MacAlpine

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Brand and digital strategist - founder of Social Insights.