Today consumers own more devices than ever before, and the greatest growth comes from digital devices, many of which didn’t even exist a few years ago. If fact, according to Nielsen’s recent Digital Consumer Report (full disclosure: I helped research and create this report) not only do the majority of Americans now own smartphones, but during 2013 time spent accessing the internet using smartphone apps (34 hours per person on average) surpassed time spent surfing the web on computers (27 hours on average). Whether consumers using the devices to access media or connect with one another, advertisers and marketers must follow consumer’s eyeballs as they jump across multiple screens and platforms.
In 2012 smartphones became the majority of mobile handsets in the U.S. for the first time, keeping hundreds of millions of Americans constantly connected to the mobile web and increasingly using apps. This was a change many had anticipated, including yours truly who wrote about best practices for the mobile web way back in the first month of this blog circa 2009, naive to the changes smartphone apps would have on consumer’s daily activities. As far as predictions go I missed the mark a bit, though hardly as far off as Steve Balmer. It’s another example of how it’s hard predict how consumers will embrace and use technology until it’s in their hands.
Back in 2009 I was just another early adopter hoping on the iPhone’s bandwagon, and like many early adopters in Roger’s diffusion of innovation model I found new ways to make my smartphone fit my internet enabled lifestyle; none of which would pursued my parents to buy smartphones of their own. But it was clear which way the wind was blowing in digital: the future would be increasingly high-speed on mobile, and smartphones would reshape how we use the internet.
We can use this same approach – measuring the trends in mobile – to anticipate what’s next in the market. Today smartphones make up nearly two-thirds of mobile phone owners (65%) in the U.S., putting these devices in the “late majority” phase of adoption. That means the exponential growth we’ve seen in mobile is likely to begin tappering for smartphone makers, though providing more opportunities for publishers and marketers alike in the years to come.
To help tell the story of how the smartphone market has reshaped mobile and visualize the current state-of-mobile, I built an infographic (see below). First a disclosure: I created the infographic using publicly posted data published an industry-expert source (Nielsen) who are also my employer, though the ideas shared on this blog are my own (see my policy page for full disclosure): Continue reading Late Majority: How Smartphones Matured the Mobile Market→
The media universe is constantly expanding, so as consumers adopt more devices and gadgets their usage of how they watch, shop, and connect continues to evolve; today the media universe revolves around the consumer. As the media landscape changes, PRs, Advertisers, and Marketers must navigate this new media universe, understanding not just all the gadgets consumers own, but also how they use media across devices to form their own behaviors.
Working with Nielsen’s data to provide insights into cross-platform media usage, I helped design the 2012 Consumer Usage Report from concept through completion, including the above inforgraphic meant to help navigate the media universe just in time for CES in January 2013. Using the common marketing metaphor of the “universe”, meaning all people in the target audience, this visualization provides a snapshot overview of the US media market. Visualizing the media universe as a solar system of planets (devices) which revolve around the sun (consumers), this infographic maps consumer ownership of digital devices (computers, mobile, tablets, etc) and devices connected to the TV (cable/satellite, game consoles, etc). Pulling these devices together is gravity, illustrated by how are consumers spending their media time, and some may be surprised that the overwhelming majority of time spent (150+ hours per month) is watching traditional and time-shifted TV.
At the same time consumers’ media habits are rapidly changing, and the media universe continues to expand to incorporare new devices akin to a technological big bang. During 2012 smartphones became the majority of mobile users in the US for the first time, and nearly 1 in 5 households now owns a tablet computer. Social media usage continues to grow, and while many more consumers are using it on the go most still connect to social networks using their home computers. And for cord-cutters like me who get much of their viewing through online stream sites, it may be surprising to learn only 4% of households own IPTV sets, but with 56% of homes using video game consoles it seems likely at least a few are watching video on Netflix and Hulu on their TVs as well.
I never thought it could happen to me, but last year I had an iPhone stolen out of my own hands while riding the subway late one summer night. Even though I had read news stories and blog posts before about how the theft of smartphones and iPads was becoming more common while riding public transportation, I thought I was safe until I became another victim.
My first instinct was to share my experience through social media, where I learned that a few more of my friends had also had their phones stolen riding the subway. A little further research led me to see the problem was growing across the US, and that many more shared my frustration being unable to recover my handset, even using the Find My iPhone feature. Most recently, in acknowledgment of the growing theft problem the FCC proposed changes to how the carriers manage reported thefts, hoping to help consumers avoid the hefty costs often associated when their stolen phones.
As television networks kick off the upfronts introducing new programs and picking up where existing series left off, there is increasing conversation about using social media to connect fans and viewers with their favorite shows, as well as how many may be cutting-the-cord altogether. Full disclosure: I’m an employee at Nielsen, who have a great perspective of cross-platform insights into what consumers watch, but the measurements shared in this post are my own and are not necessarily shared by my employer.
First, here’s a funny and surprisingly accurate primer on how TV viewing is measured in the US (from Jess3 and ESPN):
For the last two years I’ve been using social media tools like Get Glue, Miso, and IntoNow to track my viewing and to share my favorite TV shows with friends. These social networks use websites and smartphone apps to encourage more social viewing, opening up the sometimes isolated TV watching experience by connecting viewers who check-in to the same program and generating conversations among fans of the shows. For example, here are some of the shows I’ve checked-in to most recently: Continue reading TV by the Numbers: How I cut-the-cord and share my viewing online→
Public Communications, Online Marketing, and Social Media Strategy