Most people are probably familiar with the mythological story of the Titan Atlas who Zeus punished by forcing him to carry the world on his shoulders. Eek. The story is meant to impart a message more than the reality as we know it to be, but I can't help but think of how heavy the world would be on top of my shoulders!
Now, let's imagine that Atlas' world is actually a 72" TV screen and he is carrying it around because he wants to watch *insert popular TV show/sports program here* at 8pm, but has to go to a Atlas Jr.'s soccer game (sorry if I am butchering Greek Mythology by assigning him a son). Maybe carrying this TV to the soccer game would work for Atlas, but for the rest of mere mortals with similar conflicts, 72" TVs would be quite a challenge to carry OR just fit on the subway!
Along came the mobile phone with fantastic apps such as WatchESPN, the New York Times, and Facebook, allowing us to access everything at will from the palm of our hand. This 3-5" inch screen serves the human being better than the Titan.
We, as a society, are all about accessibility. We want as much information as we can get WHEN we want it. Ergo, we have the success or mobile phones with 3 and 4G capabilities. For the first time, this demand for content WHEN we want it, in the palm of our hand, has exceeded the time that we spend with the more traditional TV broadcast.
Mobile Internet consumption has grown from 24 minutes for American in 2010 to TWO HOURS AND 21 MINUTES this year. Most time spent with mobile is accessed on a smartphone with US Adults averaging an hour and seven minutes per day. Tablet use measures at an hour and three minutes.
What does this new data mean for advertisers? For advertising platforms with TV and digital options, digital sales will probably rise. A company trying to reach the most people would use the platform most able to disseminate its message to a larger target audience.
For this reason, websites should be mobile responsive, automatically re-sizing to fit the screen on hand. Mobile responsive screens tend to lend better to the user experience because messages are better formatted for viewing and menus are usually stacked for better accessibility. Similarly, advertisers should have ads that respond to or were designed for these mobile screens. Without developing a message in this format, advertisers, especially in this mobile-crazed age, will miss a large portion of their audience.
Thanks to Olivia for sending me the article!
http://mashable.com/2013/08/02/digital-media-beats-tv/
http://www.dreamwaytrading.com/prodimages/20325-DEFAULT-L.jpg
http://www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096
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