With seemingly countless choices to select from, the battle for customers’ consideration is extra aggressive than ever.
Because of this should you actually wish to get a full image of the particular person on the opposite aspect of the display screen, it is advisable get to know customers’ viewing habits, what folks watch, why folks watch, and have entry to assets that spotlight vital shifts within the media area.
Whether or not your audience prefers watching dwell TV, streaming platforms like TikTok, or subscription providers like Netflix, one factor’s for positive – you’re going to have to be tremendous strategic whilst you’re battling for his or her consideration.
Check out these media consumption traits you could be lacking earlier than you begin crafting your subsequent marketing campaign.
1. Consoles are customers’ media hub
In the event you nonetheless assume consoles are only for gaming, you’re in for a giant shock.
With TV viewing on consoles rising 15% year-on-year, extra players are watching TV on their consoles than ever earlier than. Why? As a result of consoles give customers one handy system to comply with all their media pursuits.
Console players not solely spend 17 minutes greater than the typical shopper watching broadcast television, however additionally they spend quarter-hour extra watching on-line television per day. For customers who recreation and watch TV on their recreation consoles, that determine rises to 41 minutes extra minutes.
2. Social media platforms are making it simpler to buy
New promoting alternatives have given manufacturers an opportunity to achieve customers in new and thrilling methods.
Since 2015, the variety of folks utilizing social media for product searches has risen by 43%, so it is smart that manufacturers are designing adverts that make it faster for customers to purchase from their feed.
Amongst youthful generations, TikTok and Instagram have gotten key platforms for model discovery. 46% of Gen Z and millennials make an impulse buy on-line at the least each 2-3 weeks, with this quantity prone to surge as adverts grow to be extra personalised.
3. Shoppers are getting their information from social media
Time spent studying bodily press is the very best it’s been since Q1 2020, however social media is now the dominant information supply for many world customers. As of Q2 2022, every day time spent studying on-line press beat different codecs by 25 minutes with 58% of customers getting their information from both social media or a information website.
Throughout all mediums, the time customers spend studying the information has elevated with consumption on the rise worldwide. Information apps like Flipboard and Apple Information have seen a rise of customers by 52% between Q2 2018 and Q2 2022.
4. Good system possession is on the rise
The demand for sensible gadgets that surfaced throughout the pandemic remains to be excessive.
Since 2019, the variety of customers who personal sensible residence merchandise has elevated by 41%. Equally, smartwatch possession has doubled, sensible wristband possession has elevated by 46%, and sensible TV possession has grown by 19%.
This increase isn’t the case with all gadgets, although. Since 2018, PC/Laptop computer possession has dropped by 19%, and e-Reader possession has decreased by 20%.
5. Group is vital to esports/online game followers
There’s a superb purpose online game followers who like esports spend extra time on social media than the typical gamer. For 48% of them, the primary enchantment to the fandom is being a part of a group with a standard curiosity.
Esports are sometimes most well-liked by youthful audiences with almost half of Gen Z and millennial players saying they’re very or extraordinarily . Social media has a rising affect on each generations who’re spending extra time on their consoles than they had been throughout the pandemic. Whereas Gen Z usually tend to interact with esports on social media, millennials usually tend to purchase content material.
6. Curiosity in TV genres is shifting globally
As customers’ viewing habits change, well-liked genres in several areas are following swimsuit.
Since Q2 2021, the largest adjustments in TV style curiosity have been in kids’s TV which rose by 18%, and actuality TV with a rise of 8%. Movies and films dropped by 6% together with sports activities by 7%.
There’s been a 25% enhance in North America and 26% in Latin America in watching recreation/quiz exhibits. In Europe, dramas are up by 10% and horror exhibits are up by 7%. Within the Center East and Africa, curiosity in instructional content material has grown by 14%, whereas leisure is falling by 11%.
7. Shoppers assume streaming providers are too expensive
Are TV streaming subscriptions on the chopping block?
Round a 3rd of customers say they paid for a TV/film streaming service within the final month, globally that quantity has plateaued considerably since mid-2020. 52% of web customers say worth is crucial issue when buying a streaming service with 48% of customers supporting ad-tiers on streaming providers.
Though the variety of US customers paying for a streaming service has elevated by 11% because the pandemic started, 41% of Individuals consider movie/TV subscriptions have gotten too costly.
8. Podcasts are right here to remain
Podcasts moved into the highest 3 most well-liked varieties of music and audio content material in Q1 2022, changing each CDs and vinyl.
Though there are variations between platform preferences by technology – 67% of 16-24s want listening to podcasts on Spotify over YouTube (53%) – comedy is the most well-liked style amongst 16-24s, 25-34s, and 34-44s.
9. Spotify is the world’s high streaming service
With regards to listening to or downloading music, radio, and audiobook content material, this streaming platform is means forward of its opponents. 44% of customers use the streaming service each month with 195 million paid subscribers opting to entry all types of audio in a single handy place.
Exterior of China, there’s just one proportion level distinction between Spotify and YouTube Music amongst child boomers, Apple Music has stayed comparatively regular regardless of a slight dip in Q2 and Q3 2020, and Soundcloud is well-liked within the MEA.
Key takeaway
Because the media panorama evolves, manufacturers must tune into how one can make the most of completely different viewing platforms so as to keep related, and join with customers.
Understanding the aggressive panorama of the market, how media consumption has modified, and what’s fueling social media curiosity as we speak in several areas and amongst generations will assist you to interact along with your audience regardless of the place they’re on the planet.
In the event you can learn the way completely different viewing codecs work collectively and complement one another, you’ll have the ability to keep linked along with your clients, and attain new audiences.
