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The Multi-Device Digital Omnivore: The Online Future In Focus

As a child television was for me, 1 then 2 channels and I can even remember black and white programmes. We did not have computers at all, they were introduced into my school in 1978. We most certainly did not have mobile phones. Hold on, it’s not that long ago, I am only 46. The speed of change is startling and difficult to stay ahead of.

Future in Focus white paper

Today I was reading a white paper from comScore called US Digital, Future in Focus 2012 and the stats are amazing. They cover all aspects of online behaviour, some of which I have listed below:

  • Social
  • Portals
  • Video
  • Mobile
  • e-Commerce

Multi-Device Digital Omnivore

This is a new term for me but it describes the fact that people are now viewing online through smart phones, tablets, note books, lap-tops and in some cases simultaneously. 8% of all online viewing was via mobile in the US last year. The “Multi-Device Digital Omnivore” is going to drive that figure higher.


# Social

Facebook is still the number one, most viewed Social Platform with Twitter now second, this is as a result of Twitters hook-up with Apple’s iPhone. Facebook’s membership is still growing but the more interesting stats include:

  • the average time people engage is up by 32%,
  • and Facebook now accounts for 15% of all views online.

Google is the most used Portal but again this is on the back of it’s purchase of YouTube, video is helping to cover the problems Portals are having. Surprisingly Google’s figure is only at 10.80% of all online views.

The traditional portals are the big losers, Yahoo, MSN and AOl all losing out to the shift to Social via Mobile.

The two big winners in Social are Pinterest and Tumblr, both registered huge growth during 2011, with Pinterest not registering at all in July of the year.

Related: How Pinterest Can Increase Your Website Traffic

# Long-form Video Content

Over 100 million Americans viewed online video in 2011 up 43% on 2010, these videos are also getting longer.

  • With the average viewing up 1 minute from 5 to 6 minutes.
  • This may not sound a lot but is largely down to Netflicks and Hulu’s on demand service for movies and TV series.
  • The number of streams viewed also jumped dramatically up 44%.

Marketers are again being challenged to come up with the correct way to leverage all the online traffic.

Related: Simple tips to produce online video

# Mobile

The Omnivores are actually surfing during the adverts on TV, the switch to mobile is allowing this behaviour to flourish. As the dumb phones are replaced over the coming years the viewing figures from smart phones is going to drive this trend.

There are close to 4.8 billion dumb phones and 1.2 billion smart phones world wide

  • the majority of dumb phones are going to be replaced shortly with smart phones.
  • In lower socioeconomic countries the smart phone may represent the only “computer” that people are going to own.

What will they use it for? To buy goods via the net, engage with Social Platforms and in a world where pictures paint a thousand words, video will boom.

Related: Five Key Elements Of A Successful Mobile Marketing Campaign

# e-Commerce

Our retailers have huge competition from the web but all we ever hear about is rent, rates, wages and recession, recession and recession. Well, WAKE-UP it’s more to do with the e-commerce on the web.

  • Cyber Monday 28th Nov last year in the US, citizens spent $1.251 billion
  • and another 10 days around the holiday period broke the $1 billion barrier online.

We are still waiting for the figures here in Ireland but the anecdotal evidence is that the figures were up. Some delivery companies had difficulty making all their deliveries pre-Christmas. Santa was late in some cases.

Related: Retailers: How To Sell Online In 60 Seconds

Conclusion

The “Multi-Device Digital Omnivores” are going to continue the trends set over the last couple of years. As the mobile market grows so will the online viewing habits of the world population. What ever about TV and traditional media, e-commerce will grow into the future. If the offline retailers do not grasp this quickly they are dead.

The retail company Game closed it’s Irish retail outlets this week, more will follow. Angela Ahrendts the CEO of Burberry believes that the ROI of online Social Business is, any company that does not embrace the changes will not exist in 5 years.

Why has Game closed it doors, online………

Thanks to comScore for the white paper it is enlightening and required reading for all business with or without an online presences. It may be the US market but it follows here in Ireland and the UK.

Image: “Mobile phone in the hand/Shutterstock


Co-Founder at the Ahain Group. The first blogger to name the MDEC Model. A social business enthusiast and looking to learn something new every day. Which is not difficult to find online. Keen golfer and Munster Rugby supporter. http://www.ahaingroup.com

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Comments
  • Hi John & welcome to Bloggertone. Thanks for reviewing the Future in Focus whitepaper and describing the stats which are mind blowing, I also agree that many offline/traditional retailers are now in danger of getting left behind, particularly SMEs, many of which are still oblivious to what’s happening 🙁

  • Hello John and what an exciting first post! It’s wonderful when you have the stats to back up the fact that the digital world is growing and has completely taken over. I have clients who have given up their ‘bricks and mortar’ to concentrate on ecommerce, because they understand that the opportunities online are greater and that operating costs are much lower.

    Obviously, online retailers have to work hard and compete – simply being online is not enough when you consider the competition. However, with trends highlighting a peak of growth, it’s complete folly for businesses not to invest more in online.

    I love all the social-inspired ideas such as #followfriday and Cyber Monday. They’re catchy and easy to adopt. I would predict that these drive huge amounts of engagement and conversions.

  • Ostriches may survive when their brain is vertically challenged, but I agree that as business owners, if we attempt this fatal maneuver, it will be fatal for our business also.

    20/20 vision being preferable, open eyes and ears are imperative to survival in the online age. I like the term “Multi-Device Digital Omnivores” as it implies “all”. We need to be all vigilant to the dramatic changes over the past decade, and get with the viewing habits of the consumer, and not the hobbits.
    Welcome to TYB John, great first post, and thanks for sharing the link to the white paper.

  • Great post. Thought provoking!

  • I agree with you Christina, it takes more than just turning up. Like any business strategy, online takes time and effort. The reason IMHO that retailers and business people are slow to embrace online is just that, they believed in the past that the bright and shiny thing would delivery as if by magic. The fact that mobile will now dictate how people shop, has to be explained and a clear strategy to take advantage of this, delivered to our clients.

  • Thanks for the comment, Gary. The Omnivore is increasing in numbers and living among us:)

  • You are welcome Elaine, I found the white paper enlightening I am sure you will too. The “new normal” is evolving all the time, the speed would give you a pain in the neck trying to follow it. Being 40+ it presents an even bigger challenge, but makes me more determined:) 

  • Thanks for the welcome Niall, I really enjoyed reviewing the white paper as it proved rich in detail and stats in an area I am fascinated by. 

  • I agree, balance between self-promotion and visitors’ added value is very important. We must provide the readers with relevant information to keep them from coming back and win their trust.

  • Velly Angelova

    Hey Niall, thanks for the insights! I pretty much like your expression “living breathing extension” since it greatly describes what nature of a contemporary website should be to best respond to the picky customers’ expectations.

  • Velly Angelova

    Thanks for commenting, Barbara! In the competitive business environment nowadays, setting up promotional boundaries vs. added value content is a tough thing to do. To be able to strike the right balance, we better always keep in mind that customer satisfaction is the key to retention and in the long run it is the loyalty that is awarding to your brand.

  • Really did enumerate all the requirements for gaining loyal website visitors Velly. An immediate response with your visitors is important since this will create engagement and will solve whatever queries they have. As marketers, we should always think of our goal and the goal is providing solution to our audience. 🙂

  • Velly Angelova

    Right, Belinda! Meticulous customer care is an essential part when building your brand trust. As marketers we should always try to be flexible, keep our fingers on the pulse of clients’ needs and provide them with the best service and solutions possible. Thanks for the opinion!

  • Velly Angelova

    Hey Niall, thanks for the insights! I pretty much like your expression “living breathing extension” since it greatly describes what nature of a contemporary website should be to best respond to the picky customers’ expectations.

  • Velly Angelova

    Thanks for commenting, Barbara! In the competitive business environment nowadays, setting up promotional boundaries vs. added value content is a tough thing to do. To be able to strike the right balance, we better always keep in mind that customer satisfaction is the key to retention and in the long run it is the loyalty that is awarding to your brand.

  • Velly Angelova

    Right, Belinda! Meticulous customer care is an essential part when building your brand trust. As marketers we should always try to be flexible, keep our fingers on the pulse of clients’ needs and provide them with the best service and solutions possible. Thanks for the opinion!

  • Love the last tip. Instead of investing on some faulty equipment that would just create some major problems in the future, it’s better to purchase quality products that would last. Thanks for sharing. 🙂

  • Thanks for a great post Kelly. Being an accountant myself I know how important cash flow is. A main problem I find is that some people think they’ve done well when the sale is made – but until it is paid for it’s pointless do debtor control is very important too. I look forward to your next post and Happy New Year

  • Harry

    For small business owners cash flow is like life blood. Too many small businesses fail due to cash flow problems. You need to keep a watchful eye on cash inflow and outflow and control your spending to match cash coming in.

    I particularly like the last one. You don’t need to spend money on fancy furniture and equipments in the early stage of the business. Try to avoid, or at least control, these expenses and you will be able to save enough to spend on activities that bring in additional business and cash.

  • Thanks Sian for your time

  • Jake Anderson

    Thanks Nial. I’m glad to contribute to Tweak Your Biz. I understand what you mean, and social and digital marketing can be teared down to the most basic evaluation checkpoints. This is what i admire the most about this field. Everything is in front of you, and its up to you how you want to use it for your professional growth & business analytics.

  • sarahsmith82110

    You’re welcome Ubaid!

  • sarahsmith82110

    Thanks for sharing your experience Sandra, have fun!




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