Opportunity for retail marketers to target consumers on multiple screens

By Aimee Chanthadavong

Consumers are spending more time in front of the screen whether it is on the TV, smartphone, PCs/laptops or tablet, according to the latest Australian Multi-Screen Report.

Covering the second quarter of calendar 2013, the research shows Australians are progressively adopting new screen technologies. For example, TVs capable of receiving Digital Terrestrial Television (DTT) has reached a penetration of 99 per cent, while PVR penetration have increased to 54 per cent compared to the 49 per cent that was recorded in the same period last year.

Also, an estimated 33 per cent of homes now have tablets, up from 19 per cent in Q2 2012. Across the online population aged 16+, people claim to spend an average 50 minutes per month using tablets to watch any online video, which can include both broadcast TV and nonbroadcast content.

Meanwhile, Australians report spending an average 1:20 per month watching any online video on their smartphone while an average of 6:26 per month of any internet video is accessed via PCs/laptops.

Erica Boyd, senior vice president, cross-platform, Nielsen, SEANAP, said this opens up opportunities for marketers to reach out to consumers with relevant messages at touchpoints that they are most engaged.

“People are consuming content via an increasing number of screens such as tablet, TVs and smartphone,” she said.

“Each of these screen brings its own context to how consumers interact and consume online content and at what time of day. For example consumers could, at the same time, be searching online for products/services advertised during a TV program or in a linear fashion with transaction orientated tasks.

“This is truly a great opportunity for retail marketers to advertise and accurately reach audiences through multiple touch-points – ultimately driving home messaging using a relevant multiscreen campaign strategy. When thinking digital, retailers need to take into account how and when each screen is used, this will ensure campaign objectives remain relevant to consumers and ultimately resonate.”