It would probably come as no surprise to you to learn that studies have shown consumers spend more time with digital media than they do all forms of media–and that would include television viewing. Even back in 2012 studies by Global Web Index found that of approximately 10 hours a day spent in various media, it was digital media that edged out over 50% of attention. TV consumption down to 23%? No more Saturday morning cartoons? No more Bugs Bunny pulling Saturday morning babysitting duty?
As anyone who is more than 55 knows, if you can’t get a cell phone to work, hand it to a 5 year old.
Sean Coughan of the BBC.com/News said in a Childwise Monitor report dated 2016 that the average time spent online for 7-15 year olds is now three hours per day. Anyone beside me think that number is a little light in the 1 to 10?
3 hours daily digital
2.1 hours watching TV
<TV down from 3 hours in 2000
60% watch TV via a digital device/38% watch TV on demand
It’s definitely light for 15 to 16 year olds where it rises closer to 5 hours and the most popular access of the internet is through a mobile phone. No surprise there. It’s not the live stuff–it’s recorded. Videos–and tablets are quickly rising in popularity. Schedule and watch when convenient.
Who can blame the 13-24 crowd? Commercials seem to take up more of a 30 minute prime time show than regular programming. If you want the last word in media authority, go to Variety who reported that in a survey by Defy Media, YouTube and Netflix is where it’s at. Hard to believe when it seems so much of television programming appears to be aimed at an immature audience. Not where you want to aim your marketing bucks.
So they are going to YouTube. YouTube followed closely by Netflix. (I must admit to a particular affinity for Netflix myself, having discovered a spate of binge-watchable series, such as the renown, “Breaking Bad.”) Followed perhaps predictably by Facebook, Instagram, Snapchat, Twitter, and Tumblr. Even on these platforms, video usage is on the rise. Aren’t you getting the same admonitions I am to create dynamic videos promoting–whatever I’m promoting–almost daily? I put it on my bucket list.
Apparently, it’s the Gen Zs and millennials that remain the driving force behind “Two Broke Girls.” Mercy!
You are looking to market your books? You may have to reconsider your advertising dollars. Can you make your own book trailers?
Social media is admittedly the cheapest way to get your message out there–purportedly less than $3.00 to reach over 1,000 persons. Video promos may include published articles, live podcasts, and webinars.
The major hidden cost of social media might only be the time associated with the creation of the product. An additional advantage would be the capability of tracking results and social media has the added attraction of being interactive.
Videos catch the eye and are definitely becoming the driving force behind promotion and marketing. Speak to your audience, literally, through your video and watch your reach expand. ©2016 Virginia Williams