Electronic Retailer - May 2012 - 14

EMARKETER RESEARCH

Multichannel Marketing: Making the Most of Multiple Screens
Changes in U.S. media consumption habits have brands re-evaluating their multichannel marketing programs. Marketers continue to combine channels with the purpose of achieving maximum reach, but as multiple digital devices become staples of U.S. daily life, traditional media such as TV, print and radio are no longer the only channels offering marketers mass exposure. The proliferation of digital devices and channels provides marketers more ways to reach an audience. But this diversity comes with a catch. As average time spent daily on the major screens – TV, Internet and mobile – increases, and consumers possess two and even three screens, media multitasking has become a common way for people to cram more media minutes into the day. As a result, multichannel marketers are finding reach alone is no longer as effective. To compete for consumers’ time and divided attention, brands must also find ways to better resonate with their audiences.

Average Time Spent per Day with Major Media by U.S. Adults, 2008-2001 (minutes)
2008 TV and video Internet Radio Mobile Newspapers Magazines Other Total 254 137 102 32 38 25 48 635 2009 267 146 98 39 33 22 46 650 2010 264 155 96 50 30 20 46 660 2011 274 167 94 65 26 18 48 693

Note: time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking on the internet and watching TV is counted as 1 hour for TV and 1 hour for internet; numbers may not add up to total due to rounding Source: eMarketer, December 2011

Frequency with Which U.S. Mobile Device Owners Multitask While Watching TV, by Device Type, July 2011(% of respondents)
Laptop or desktop PC 66% 18% Web-enabled mobile phone 49% 21% Tablet 46% 32% Basic mobile phone 46% 20% Web-enabled MP3 36% 26% E-reader 28% 32% Every day At least once a week

Source: Yahoo! and Razorfish, “Evolution of TV Multitasking” conducted by Ipsos, November 10, 2011

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electronicRETAILER | May 2012



Electronic Retailer - May 2012

Table of Contents for the Digital Edition of Electronic Retailer - May 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
From the Executive’s Desk
Cover Story Leading a Fitness Revolution
ERA’s in Your Corner on the Key Issues
10 Secrets to Slashing Production Costs
Guest Viewpoint
Teleservices
Creative
Legal
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - May 2012 - cover1
Electronic Retailer - May 2012 - cover2
Electronic Retailer - May 2012 - 3
Electronic Retailer - May 2012 - 4
Electronic Retailer - May 2012 - 5
Electronic Retailer - May 2012 - 6
Electronic Retailer - May 2012 - Calendar of Events
Electronic Retailer - May 2012 - Your Association, Your Bottom Line
Electronic Retailer - May 2012 - Industry Reports
Electronic Retailer - May 2012 - 10
Electronic Retailer - May 2012 - 11
Electronic Retailer - May 2012 - 12
Electronic Retailer - May 2012 - FTC Forum
Electronic Retailer - May 2012 - eMarketer Research
Electronic Retailer - May 2012 - 15
Electronic Retailer - May 2012 - IMS Retail Rankings
Electronic Retailer - May 2012 - 17
Electronic Retailer - May 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - May 2012 - 19
Electronic Retailer - May 2012 - From the Executive’s Desk
Electronic Retailer - May 2012 - 21
Electronic Retailer - May 2012 - Cover Story Leading a Fitness Revolution
Electronic Retailer - May 2012 - 23
Electronic Retailer - May 2012 - 24
Electronic Retailer - May 2012 - 25
Electronic Retailer - May 2012 - 26
Electronic Retailer - May 2012 - 27
Electronic Retailer - May 2012 - ERA’s in Your Corner on the Key Issues
Electronic Retailer - May 2012 - 29
Electronic Retailer - May 2012 - 30
Electronic Retailer - May 2012 - 31
Electronic Retailer - May 2012 - 10 Secrets to Slashing Production Costs
Electronic Retailer - May 2012 - 33
Electronic Retailer - May 2012 - 34
Electronic Retailer - May 2012 - Guest Viewpoint
Electronic Retailer - May 2012 - 36
Electronic Retailer - May 2012 - 37
Electronic Retailer - May 2012 - 38
Electronic Retailer - May 2012 - Teleservices
Electronic Retailer - May 2012 - Creative
Electronic Retailer - May 2012 - Legal
Electronic Retailer - May 2012 - Fulfillment
Electronic Retailer - May 2012 - 43
Electronic Retailer - May 2012 - Member Spotlight
Electronic Retailer - May 2012 - 45
Electronic Retailer - May 2012 - Advertiser Spotlight
Electronic Retailer - May 2012 - Advertiser Index
Electronic Retailer - May 2012 - Classifieds
Electronic Retailer - May 2012 - 49
Electronic Retailer - May 2012 - Rick Petry
Electronic Retailer - May 2012 - cover3
Electronic Retailer - May 2012 - cover4
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