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April 19, 2012 4:56 am
When it comes to your online habits, are you a Content King or a Social Butterfly? The difference matters to businesses who want to capture your attention on digital devices.
A new IBM study of the media and entertainment market reveals that as consumers adopt an increasing number of digital devices, four distinct new "digital personalities" are emerging. This shift is compelling companies to adopt more innovative business models that deliver personalized experiences.
The "Beyond Digital" study paints a portrait of a rapidly changing audience that is adopting a wide range of digital devices at a dizzying pace. And, contrary to popular belief, most are not college students. For example, 65 percent of respondents aged 55 to 64 report surfing the Web and texting with friends while watching TV. Of those over age 65 watching TV, 49 percent surf the Web and 30 percent are texting. Eighty-two percent of surveyed global consumers aged 18 to 64 are embracing connected digital devices.
Today’s connected consumers demand instant access to personalized content on their own terms. With the growth of digital devices, one-way communication and distribution of content is no longer feasible. According to the IBM study, most users fall into one of four emerging personality categories:
IBM surveyed 3,800 consumers in six countries – China, France, Germany, Japan, the United Kingdom and the United States for this study, and also met with global representatives in broadcasting, publishing, as well as media service agencies, and telecommunication providers, to evaluate digital consumption behaviors.
Published with permission from RISMedia.
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