Smartphones and tablets have changed the way we consume and access information and a new study, this time signed by IDG, has once again confirmed the trend. On this occasion, the analysis has not focused on a single age group and has studied how they consume in mobility from millennials to the top managers of companies.
The main conclusion is that, nowadays, the Macedonia Mobile Database consumption of video and other content is already done, on a regular basis, on mobile devices . 74% of consumers already watch videos on their smartphones, compared to 61% who did in 2012. The most recent data refers to 2013, so the change has been 13 percentage points in just one year. In the case of tablets, online video consumption is even higher. 87% of the users surveyed already use their tablets to watch online video.
The age difference does not impact as a variable for online video consumption on mobile devices. According to IDG data , the difference between millennials and senior managers in accessing this content via these terminals is minimal. Thus, 92% of those surveyed between 18 and 24 years old and 91% of senior executives (and here they include executives at the CEO, president and equivalent level, which leads to thinking of a high average age) access online videos on your tablets.
There are also no differences in content. YouTube videos, movies, television programs or tutorials are some of the favorites to consume on tablets by both some and others, although the results change in the field of advertising. Executives are more receptive (twice as many as young people) to watching advertising videos on their tablets.
Other types of content
Los usuarios no solo consumen vídeos en sus dispositivos móviles, también consumen otros contenidos informativos empleando para ello estos terminales. Así, el 50% emplea su tableta para leer las noticias (lo que hace que el diseño de los periódicos online esté marcado a futuro por este tipo de consumidores) y el 40% ya ha, de hecho, cambiado su ordenador por un tablet.
Not only the consumption of information has changed, but also the pattern of product acquisition. 77% of executives, in fact, search their smartphones before buying something related to the product they are called upon to purchase. The purchase is made, even so, via a? Traditional ‘computer browser, since a climate of trust has not yet been created in online purchases. Either because consumers do not trust their mobile devices or because the design of ecommerce websites is not enough friendly , they still prefer to buy on a computer, according to the data handled by IDC.
How to survive (if you are a brand)
All these changes are irrevocably modifying consumption patterns and the way in which brands must approach their customers. “The mobile evolution is having a profound effect on consumers and businesses,” explains Christina Carstensen, IDG Global Solutions, in the study presentation statement. “It started as an ‘always on’ culture, giving brands unprecedented opportunities to develop closer relationships with their consumers.”
But both users and technology and the Brother Cell Phone List relationship they establish with companies have already gone a step further. “We have evolved from the convergence of media to the convergence between technology and humans and brands must show more than ever their human side to communicate in a relevant, engaged and intuitive way,” adds Carstensen.
Achieving these goals is not just a matter of adapting to a new language and a new status quo , but it may be the only tool for surviving on this new playing field. According to the study data, 61% of those surveyed use another device at the same time as their tablet and 58% another while their smartphone and the activities they carry out on both are not related. Getting their attention and getting them to engage with the brand is more difficult when what the company is in is a fragmented relationship.