Smartphoners Moving Away From TV
October 21, 2013
In recent weeks, we have been showing you more data about Smartphones, Internet usage, and the Radio audience.Â In particular, we have shown these essential facts: Smartphone penetration and use, for all kinds of lifestyle functions, is growing dramatically.Â Radio listeners who are smartphoners, so far, are just as favorably disposed to radio stations as those who are not smartphoners.Â They also listen just as long, or maybe longer.Â They are beginning to shift from traditional receivers to listening-by-streaming.Â They are sampling, but not yet converting to, alternative streaming providers.Â They are spending more time online than non-smartphoners.Â And, most critically of all, they are key to ratings success:Â Those with smartphones, and those who spend more time online, are significantly more likely than other radio listeners to say “yes” to a PPM.
By itself, the body of data we have showed you would make an extremely compelling argument for shifting your advertising and promotional budgets away from old media and into online, phone-app, and social-media advertising.
But something else is also happening.Â Something that we’ve all been observing anecdotally in daily life.Â And something that today we will show you is indeed statistically real:Â As the smartphone comes into its own, it is displacing our audience’s former dependence on TV.
All of our data comes from NuVoodoo’s recent national studies of Radio listeners 18-54.Â We have found them rapidly converting to the smartphone lifestyle.Â And we have found, at least so far, that those with a smartphone use Radio just as much as those without.
But the same is not true for TV.
Let’s take TV News.Â Smartphoners have many new ways to get their news, right on their small screen.Â Thus, they are much less shackled to the big screen.Â They might still use TV news in small doses.Â But let’s look more closely, at the tendency to spend a LOT of time watching TV News.
Compare the group on the left to the group on the right.Â On the left, they have no smartphones.Â And 25% of them spend at least an hour per day watching the news on TV.Â On the right, they own a smartphone.Â And only 15% of them spend at least an hour per day watching the news on TV.
Add this fact to what we have previously showed you about TV commercial-skipping.Â We already know that when they do watch TV, today’s viewers, especially smartphone owners and especially PPM prospects, are probably NOT watching the TV spots.Â At some point you might have thought that buying spots on News could help you overcome the spot-skipping phenomenon.Â But it turns out that is no longer true.
What this means to you
Are you sticking with an old-media-dominant advertising strategy?Â Thinking it’s not yet time to reevaluate that thinking?Â While your audience is NOT sticking with their old-media dominant lifestyle?Â Why?Â
Get ahead of your competition.Â But not ahead of your audience.Â Put your money where the listener’s eyes and ears are already.Â And change the future.Â Now.