People have been promising for years that this day would come, but recent figures have shown that the average UK adult is due to spend more time per day on digital devices than tv. So what does this mean for businesses? Is it the beginning of the end for expensive tv advertising? What is next on the horizon, and will businesses be able to adapt quickly enough to keep up with their ever-evolving consumers?
The data pubiished by eConsultancy has estimated that out of the average total daily media consumption of the UK adult at 8 hours 41 mintues, digital is taking the lion's share, at 3 hours 41 minutes. TV, by comparison has now slipped below, at 3 hours 15 minutes. Here are the figures in some more detail:
- Digital (3h41)
- Desktop/Laptop (1h52)
- Mobile (1h49)
- Smartphone (0h59)
- Tablet (0h44)
- Feature Phone (0h06)
- TV (3h15)
- Radio (1h23)
- Print (0h20)
- TOTAL (8h41)
If these figures are anything to go by, the future will prove only more digitalised each year, with consumers' choosing to spend more and more time online over other forms of media.
If we look at the growth in popularity of the colour tv, the rate of growth in digital adoption is double that, with mobile being even higher. If digital is to become as big a consumer model as television, will businesses and advertisers see as fast a growth in consumption attributed to the digital model as was seen with tv? Current trends have seen that with each metamorphis of technology, the rate of adoption has been exponentially greater, but will the same be said for advertising?
A New Way of Thinking
The change from offline to online isn't just a case of a change in technology. People are consuming media in a totally different way. No longer are people restricted to being in their homes. No longer are they restricted by only consuming one piece of media at a time. People can be at home, at work or out-and-about, on multiple devices, for almost every reason imaginable.
For this reason, a copy and paste strategic approach is not likely to work here. People are no longer forced to watch adverts, nor are they patient enough to do so. If one platform is boring them, they have no qualms about moving to another. All this choice is creating a smarter and more fickle consumer, and this can create problems for brands. Each piece of commercial content needs to be tailored to reach the right consumer, in the right place, at the right time.
Keep ahead of the curve
So there have been some big changes this year, and no doubt there will be bigger ones all the time. It is increasingly important for brands to act rather than just react to consumer behaviour, and to make sure that they stay on the front lines of innovation and don't get left behind. Their role is an ever-expanding one - no longer can a business comfortably sit in their ivory tower expecting customers to follow their every move. They need to be seen to know everything about everything, whilst also being 'one of the people'.
Sound like a headache? Or a challenge?