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The Canadian Digital Living Room research

Do you have kids? Are you a 5-screen household? If so, you aren’t alone. That’s the number of screens (TV, mobile, tablet) that the majority of Canadian families with kids have according to MediaCom research. It’s a far cry from the lone TV in the living room most Boomers & Gen-Xers grew up with.

I recently attended a conference that presented a ton of great stats from Microsoft Advertising and Rogers Connect based on research they conducted in November – December 2011 of Canadian parents with kids under 18.

For anyone in marketing or advertising that is looking to market to the next generation of families, multi-screen programs are an absolute must. Gone are the days of focusing on one device or medium. Your content and campaigns must be adaptable to various mediums.

Some key stats that were revealed include:

Canadian adults consume 190 hours of media per month

Which devices are they consuming it on?

-       99% TV

-       53% laptop

-       48% Gaming system

-       30% mobile device

-       6% tablets

88% of families use their TV simultaneously with another device so the opportunities for seamless-content and advertising is abundant to create emotional connections through multiple devices and cater to the screen they are looking at.

As well there is a slight difference between how parents with younger children (Digital Natives: 0-10yrs) vs. parents with older children (Digital Adopters: 11-18yrs) view the role of tech in their family dynamics. Digital Adopters tend to become educated about tech by their children; they are influenced on purchase decisions, are educated about new technology and are using it more frequently to communicate with their children, even when they are in the same house together. The Digital Adopter families spend their time together in the living room primarily consuming media that breaks down as follows (82% TV shows; 81% movies; 37% playing video games; 10% using social networks). Integrating campaigns around these various activities makes perfect sense and can serve as a media multiplier with multiple touch points to reach the audience with functional and emotional content.

While the research didn’t focus on the specific types of content or brands that resonated with the various groups, it is valuable to get a baseline understanding of the growth and spread of platforms that is now becoming part of the fabric of how families interact in their daily lives. I can see this playing out with my own family and how, as my children grow they start to use things such as my tablet while we watch TV and I’m on my smartphone. This will only continue to grow and advertisers and content creators should pay attention.

Thanks to Microsoft Canada & High Road Communications for the media pass; it was a highly informative day for someone who lives and works in the digital space.

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