There's a new generation of mobile-centric consumers, and their interaction with multiple connected devices simultaneously while also watching TV is offering opportunities for business, according to professional services provider, KPMG.
For its latest study, KPMG International 2013 Digital Debate, the company measured the impact of digital and traditional content on about 9000 consumers in nine countries around the world.
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It claimed in Australia, 22 per cent of consumers use their smartphone while viewing TV, 44 per cent use their laptop while watching TV, 28 per cent read newspapers while watching TV, and 26 per cent access social networks while watching TV.
"The opportunity for companies to tap into 'second and third screens' via social media channels is now proven. The key to commercial success is about providing a fully integrated overall experience that is effective for advertising or any other revenue model being pursued," KPMG Australia digital economy head, Malcolm Alder, said.
He claimed that to satisfy the intense information needs of tech-savvy consumers, content, devices and distribution channels need to be integrated as it was unlikely any single player could master all these components, making cooperation and collaboration a necessary approach.
"While tech companies have powered the ecosystem for the new user experiences and will continue to drive innovation in content creation and delivery models, traditional media companies have the opportunity to evolve, to join tech companies as innovators in these areas, and open the door to new business models," Alder said.
"The critical question for many incumbents remains though; will the digital pennies match or exceed the analogue dollars?"
He said as devices are setting the ground rules for new revenue models, organisations should delve into understanding content much more intimately as it relates to their customers and then, marry the two.
"This creates amazing opportunities for tech and media companies, many of which are struggling to devise models that are profitable and which truly sate consumers' vast needs for information," he added.
Other findings from the study include:
- Consumers across all markets spend a similar amount of time accessing media online as they do using traditional media.
- Overall consumer spending for digital content is gradually rising, with respondents reporting higher year-on-year spend for every form of digital media.
- Offline, consumers are cutting their expenditures on packaged media, especially CDs, DVDs and console games, with the same proportion of all respondents (23 per cent) saying they have spent less on CDs and DVDs in the last 12 months.