Content Marketing: The Multi-screen Consumer


With the ever-expanding dynamic media offering, consumers have become content omnivores accessing information in ways that improve their lives when and where they need it. As a result, marketers are playing catch up with consumers’ content needs and modes of usage.

Based on research by Edison Research and Arbitron, these fourteen data charts and related actionable content marketing tips should help keep your efforts aligned with your target audience.

Consumer spend one third of their time engaged with media.

Consumers spend an average of 8 hours and 15 fifteen minutes with a single form of media, specifically television, Internet and radio. These figures don’t include traditional offline media such as newspapers and and magazines. This is an increase of over one hour in the last ten years. In part this is attributable to the use of mobile devices enabling consumers to consume content during otherwise wasted time in the form of content snacking.

Edison_Research_Arbitron-Time-spent-per-day-with-media-e1366069581519

New devices are additive; they don’t replace older devices. They tend to extend the audience’s time so that heavy consumption of one media doesn’t decrease other media usage. Consumers are moving beyond the television and the computer with smartphones, tablets and other products such as ereaders and gaming devices. (As a point of reference, here’s earlier multi-device research from Performics and ROI Research and here’s research from Google, Ipsos and Sterling Research on this topic.)

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