I’ve stopped watching TV. Don’t get me wrong, when I see how happy Big Brother [insert insanely high series number here] makes my wife, I am quite confident that TV still produces riveting programming. But many - present company included - can’t be bothered.
NewTeeVee points to an IBM study that claims:
The global findings overwhelmingly suggest personal Internet time rivals TV time. Among consumer respondents, 19 percent stated spending six hours or more per day on personal Internet usage, versus nine percent of respondents who reported the same levels of TV viewing. 66 percent reported viewing between one to four hours of TV per day, versus 60 percent who reported the same levels of personal Internet usage.
Consumers are seeking consolidated, trustworthy content, recognition and community when it comes to mobile and Internet entertainment. Armed with PC, mobile and interactive content and tools, consumers are vying for control of attention, content and creativity. Despite natural lags among marketers, advertising revenues will follow consumers’ habits.
To effectively respond to this power shift, IBM sees advertising agencies going beyond traditional creative roles to become brokers of consumer insights; cable companies evolving to home media portals; and broadcasters and publishers racing toward new media formats. Marketers in turn are being forced to experiment and make advertising more compelling, or risk being ignored.
“Consumers are demonstrating their desire for both wired and wireless access to content: an average of 81 percent of consumers surveyed globally indicated they’ve watched or want to watch PC video, and an average of 42 percent indicated they’ve watched or want to watch mobile video,” said Bill Battino, Communications Sector managing partner, IBM Global Business Services. “Given the rising power of individuals and communities, media and entertainment industry players will have to become much better at providing permission-based advertising and related consumer-driven ratings services.”
The steady growth of consumer adoption of digital music, video, and other entertainment services — though markets are still small by comparison to traditional media — show households are no longer “one size fits all,” and content providers and marketers must follow suit. 23 percent of respondents reported using a portable music service (e.g., iTunes); seven percent reported having a video content subscription for their mobile phones; 11 percent reported a PC-based music service; and 18 percent reported an online newspaper subscription.
Wow, seems like things are shifting to the Web faster than I thought… well, not sure if my wife thinks so too, she seems very much into Big Brother XIX, whatever that is.
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