Men: Digital Whomps TV As Morning Info Source
May 6, 2013
We continue looking at data, from NuVoodoo’s recently-completed national study of listeners 18-54, describing your listeners’ rapidly-changing lifestyles in the online-and-smartphone-everywhere age.Â This time, we’ll look at that old bellwether, morning information source.Â The decline of newspaper, the rise of radio, and then the rise of TV, have each told us volumes about the shifting worlds of those times.Â Well, here we are, living in one of those times.Â And the data below prove it.
Dramatic cell-by-cell patterns:Â Among the oldest Men, TV edges Internet by just 4 percentage points, and smartphone apps are not in play.Â In contrast, among the youngest Men, Internet has a nearly 5:1 edge over TV, while the smartphone apps, not TV, place a very strong #2.Â Internet is strong in all demos, with decisive leads 18-44.Â Look at the blue and red bars in the chart above, note the patterns, and extrapolate them beyond, into 55+.Â The 45-54 guys are where the TV-to Internet “line of scrimmage” is now set up.Â This ball has moved very fast downfield.Â Not too long from now, that line of scrimmage is going to shift one demo up, with Men 45-54 using Internet more than TV for their morning info.
So that “battle,” effectively, is over.Â TV is about to become, officially, the info-source of choice for Men 55+.Â But here’s a more fascinating, and very fast-moving, line of scrimmage to keep an eye as it unfolds.Â You need to be ready to surf the opportunity ahead:Â Smartphone apps are penetrating the morning info-space extremely quickly.Â Look at the yellow bars in the chart above.Â The TV-vs-App line of scrimmage, as you can see above, has already nearly hit 25-34.Â Soon that demo, just like the Men 18-24, will rank TV, as their info-source, behind both Internet and Smartphone apps.Â And the 18-24’s might soon rank phone apps #1.Â The digital lifestyle wave is moving very fast.
What this means to you
So, you need to be surfing that wave.Â Now.Â Your product, after all, is, for this moving generational frontier, an online/smartphone product.Â At the same time, online/smartphones, are increasingly where your listeners are getting their day-starting info.Â And, as we already know and have shown with hard data, online/smartphone is also where they are spending more time, more attention, more involvement and interest overall.
A limited advertising budget can be applied very intelligently and strategically, with high frequency, in digital media.Â Yet so many stations continue to believe that traditional TV is their best advertising medium.Â Fascinating.Â Let your competition be the guy who lashes himself to that mast, while you surf the wave that’s smashing into it.Â Let’s hope the dumb guys stay out of meaningful digital marketing for a long time.Â In the meantime, take advantage of their absence, and make a huge impact digitally now.
Next week â€¦ we’ll look at the women.