Millions of eyes will be glued to the Super Bowl his Sunday. Well….sort of. While watching TV is still a popular pasttime for most people, the experience is changing.
The days of the family gathering around the television with all eyes glued on Walter Cronkite delivering the news or Ozzie and Harriett entertaining us are gone – long gone. While 74% of U.S. consumers still watch TV primarily on their TV sets, Americans are plugged in and multitasking.
A new survey from Deloitte found that a full 42% of American consumers surf the Internet while watching the television, 29% talk on their phones while the TV is on and 26% of consumers are texting or sending IMs. And let’s not forget about checking on my friend’s status on Facebook or making phone calls.
This multitasking phenomenon has been propelled by the explosion of mobile technology. Sixty-eight percent of participants in the survey own a laptop or a netbook and another 41% have Internet-enabled phones. Moreover, one-third of American households now own a smartphone, up from 22% in 2007. In addition, 85% own a desktop computer, and like myself, many have a TV monitor sitting beside one or more computer monitors.
While the results are not surprising, they confirm that businesses that are hanging onto traditional means of advertising and marketing are quickly on the road to extinction. Not only is television viewership declining, but print newspapers are shrinking faster than a snowball on a hot summer day.
There is some good news for print media fans. Deloitte suggests that print magazines may be “surviving the digital tsunami.” Two-thirds of U.S. consumers have read a print copy of a magazine in the past six months, higher than newspaper and other forms of print media. Interestingly, 87% of U.S. consumers say that they prefer the print copy of magazines over the digital version. In fact, 55% of U.S. households still subscribe to at least one print magazine, up by 1% from 2009.
All this technology and our urge to do more in less time is forcing businesses to make some hard choices. What are you doing differently in 2011 to make sure you are listening, observing, and responding to your customers and employees?