Over the last few years, consumers have increased, not decreased, the time they spend watching television content. This might sound like good news for advertisers, save for two important caveats. First, while attention time dedicated to TV content has been rising, this is not the case for people actually paying attention to the ads on the screen. Second, when consumers are watching TV they are increasingly dividing their attention between the TV set and other devices, particularly tablets and other mobile devices. A 2011 Nielsen Co. survey showed that as much as 40% of time watching TV is spent on such media multitasking activities, and it’s likely that this behavior has accelerated over the past three years.
Research Shows Which TV Ads Are Likely to Make Multitaskers Buy
If you want mobile users to go to your website, just ask them.
January 31, 2014
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HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.