The modern behavioural complexities of audiences would make any but the most enthusiastic media mogul of the past throw in the towel and call it a day.
There used to be only one device that audiences read newspapers on, and that was, er, paper. Now, there are mobiles, tablets, laptops, desktops, and even wearables to contend with, and an enormous array of different approaches to each category – iOS or Android, Windows or Mac, Google Glass or Samsung Gear, to name but a few.
Audiences aren’t on single devices any more, and they’re often using several at once. The IAB has conducted research into the behaviours of “media multitaskers” – those who regularly go online while watching TV as compared to the general adult 18+ population in the US.
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