Digital consumers – the rise of the digital multi-tasker

KPMG has been researching consumer media behaviour for over five years - during which time we have seen social media go mainstream, the introduction of smartphones and tablets and the rise of digital delivery consumer companies such as Spotify and Netflix.KPMG's latest ‘Digital Debate' report looks at the rise of the ‘digital multi-tasker' and outlines action points for content providers.  Over 9,000 consumers in Australia, Brazil, Canada, China, Germany, Singapore, Spain, the UK and the US were asked about their media consumption patterns.  The report's key findings include:An insatiable appetite for media

  • Consumers split their time between traditional and digital/online media
  • People still spend marginally more time offline than online
  • People spend more of their media budget on ‘traditional' media
  • Spending for every type of digital media in the last year has increased
  • Spending on CDs, DVDs and video games has decreased
  • Ever increasing numbers of people watching mobile/tablet/streaming TV (30+% in Singapore; 14% in the US)
  • These ‘digital multi-taskers' are interacting with TV in different ways, using second - or even third - screens.
The coming wave of online consumers can accelerate the digital shift
  • An emerging class of ‘mobile first' media consumers.  Preference for online media is much stronger among the emerging mobile-centric class - particularly prevalent in emerging markets such as Brazil and China.
    • In China most consumers are getting their media via smartphones, tablets of laptops - very few rely on print media
Media and technology companies should cooperate to address this new wave
  • Cooperation across multiple industries is vital if effective new business models are to be found
  • Effective partnerships will ensure everyone will value from the arrangement - including the consumer
The report concludes with some lessons for advertisers that truly resonate for the information professional:Embrace the new world - some traditional models may still be working (TV may still be making advertising revenues from such big events as The X Factor or major sporting fixtures) BUT that doesn't mean TV companies can ignore the new digital models.Use customer metrics - make the most of the digital information available to you to really understand your customers and create stronger relationshipsGet to know your digital multi-taskers - and focus on transforming their second screen experiences.The report is available to download here.