A new study reveals the average U.S. family owns 12 tech devices, that includes three TVs, two computers, and 7 other gadgets (mp3 players, cell phones, etc.).
The amazing part of the Yahoo!/OMD study is that if you add up all the media consumption and other activity time, it creates the 43-hour day. Obviously, there’s a lot of multitasking occurring here.
As the chart below shows, radio is clearly in the hunt. Interestingly, respondents are more open to advertising on TV, radio, magazines, and newspapers – and less excited about seeing commercial messages on Mp3 players and cell phones. As the study’s authors point out, the more personal the medium, the less apt consumers are to be receptive to ads.
The study speaks to how families use technology and react to one another – something that I’m sure we all experience whenever our kids whip out their cell phones at dinner or family members are checking their emails countless times a day. (Guilty as charged.)
But the study also raises questions about "passive media" versus technology that consumers can control. What kind of role will radio play in a very hot, crowded media environment where people are using more than one device at a time? And perhaps we should thank our lucky stars that passive measurement is on the horizon. In this sea of media choice, we can no longer be so sure that consumers will automatically recall they were indeed listening to at least an hour a day of radio.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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