The multi-screen household and what it means for Advertisers

The multi-screen household

Australian’s of all ages continue to spend the majority of their screen time in front of their TV sets. However, the introduction of new screen technologies allows multi use between different devices, separately or at the same time.

I am sure many of you have seen this in your household… Dad is sitting on the couch watching his favourite TV show, while browsing online with his laptop checking out the new car he has been wanting to purchase. Mum is in the kitchen and using the iPad to look online for some recipe ideas for tonight’s dinner, one teenager is in their room on the computer surfing the net and another is watching TV and using her mobile device to simultaneously check social media and shop online. Sound familiar?

A recent report has shown that currently 27% of Australian homes have each of the four screen types: TV, PC, tablet and mobile phone which is up from only 16% a year ago. Also, a considerable 31% of homes now have a tablet compared to only 15% in 2012, this number is likely to continue growing.

Although the notion of multitasking isn’t a new trend, in previous years where someone may have been reading a magazine while watching TV they now have one of these devices either in their hand or nearby that is connected to the internet.

So what does this mean for Advertisers? Consumers are more likely to visit your website or look at your product online if they have just seen your ad on TV and liked it. More screens also mean more opportunities for you to get your brand or product in front of consumers eyes, which proves how important a digital strategy is these days.

But… don’t be confused, it certainly isn’t time to reduce TV advertising! The multi-screen household hasn’t taken away from the popularity of TV viewing, it remains strong and is more than likely to continue this way. The introduction of multiple devices is working to complement each other.

The best way for you to adapt your advertising and marketing plans to the multi-screen household is to incorporate a digital strategy. If you haven’t already or you think your current online activities could be lacking contact QA to find out how we can improve your reach.

Thanks for reading our blog and check out our website www.qadvertising.com.au

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