Mediahub Asks What Is 'TV,' Finds It Still Is Mostly Television https://ift.tt/2LTotUm At a time when even many in the advertising and media industry have a difficult time articulating what the word "TV" means anymore, Mediahub asked consumers. Overall, it found "TV" is still, well, television. But depending on the cohort -- especially younger demos -- a significant percentage now perceive mobile phones, laptops and/or tablets to be an interface they think of as "TV." "As expected, viewers 60 and older think of “TV” as the traditional tube playing broadcast shows. On the opposite end of the spectrum, those 13–17 think of “TV” as a phone, and they’re watching Netflix or YouTube. While life stage was the biggest driver of these differences, we saw that household income and urbanicity played a role albeit a small one, with higher HHI and living in Urban cities generally correlating with a higher affinity for streaming services," Mediahub's "The Fragmented" finds, adding, "This leads us to a world in which people, mostly due to life stages, are perceiving “TV” very differently from each other, with their own sets of devices, content providers, favorite programming, celebrities, and even advertising formats. We call these viewers “The Fragmented,” as not only is their own use of media fragmented, but they are fragmented from each other, as the community campfire that was “television” over the past 50 years is morphing into a personalized bubble for each and every viewer." Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2018 at 11:11AM
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