A recent survey by BIGresearch, confirmed what we've been talking about for a while on bizofshowbiz, that people who multitask, do it across new and old media platforms. Some of the statistics they gathered say that around 70 percent of Web surfers watch TV while they surf. Another 65 percent of those that read newspapers say that they will sometimes watch TV while they are reading. Not to be left out, almost half of all people listening to the radio say they sometimes read newspapers while listening.
Phil Rist, vice president of strategic initiatives for BIGresearch, said, "When you add new media to the mix, such as satellite radio, blogging, and instant messaging, consumers have more media options than ever vying for their attention, they're quickly growing accustomed to using more than one media option at once, so the world of traditional media is becoming even more fragmented."
Commenting on the impact of new media, Tobi Elkin writes concerning what those in the survey did when interacting online for fun and entertainment: "Yahoo.com topped the list at 10.4 percent, followed by Pogo.com at 5.5 percent, and MySpace.com at 3.8 percent. ITunes.com led the way for music/video downloads (7.6 percent) followed by Yahoo.com (3.9 percent) and LimeWire.com (2.8 percent)."
Of course this is the new reality of the entertainment and marketing world. Even though some like to pretend it still exists, there is no such thing as mass media anymore. Instead of creating one campaign to reach out to a large audience, now numerous cross-platform campaigns must be offered to engage customers in their new way of consuming media.
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