Cross-platform content redefines digital landscape

Joseph O'Halloran ©RapidTVNews | 11-10-2011

Even though multi-platform media consumption habits continue to shift as new devices are introduced to the market, traditional entertainment media platforms still dominate as primary entertainment outlets.
The new research from comScore, "Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits", revealed that the proliferation of devices has fundamentally changed how people consume content, not just because of the media they consume, but also in howthey consume it.

Indeed it argues that cross-platform consumption has created a vastly different digital landscape, one that requires insight into both the individual usage of devices as well as the nature of their complementary use.
"The popularisation of smartphones and the introduction of tablets and other web-enabled devices – collectively termed 'connected devices' – have contributed to an explosion in digital media consumption. As these devices gain adoption, we have also seen the rise of the 'digital omnivores' – consumers who access content through several touchpoints during the course of their daily digital lives," said Mark Donovan, comScore senior vice president of mobile.
"In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences."
Indeed, deeper examination of the research discovered that traditional entertainment media platforms still dominate as primary entertainment outlets even for tablet users who devices are redefining the industry most quickly. Specifically only 15% of respondents reported typically watching TV shows or movies on their tablets, while 61% of tablet owners still typically view TV shows or movies on their TV, followed by 35% who reported viewing this content on their desktop or laptop computers.
For tablet owners, TV remained the most prominent source for news content, with just over half (52%) typically consuming news in this fashion followed by computer use (48%). Mobile and tablet consumption of news were nearly equal in audience penetration, with 22% and 21% of respondents accessing news via their mobile or tablet devices respectively.