Consumer Trends — Media Consumption

Not too long ago, TV viewing used to be a family experience. It was by appointment, we had to be home in front of the small screen at the time our favourite programmes were scheduled to be broadcast. There was no fast-forward no rewind, no pause, nor any catch-up. In an age of limited possibilities we would rarely get another opportunity to see what we missed.

That era seems terribly archaic to someone born after 1980. Today we have far greater control on content, and many more options of consuming it. Family viewing is virtually non-existent as children and their parents get hooked to personal devices, consuming and creating content that is more individualistic than ever before.

These dramatic shifts, supported by technology, are driven by the force of a generation, youths that have grown up in the digital world. It is where they work and where they play.

In the late 1990s, they were the teenagers who “discovered” SMS. (Text messaging took off when they started to explore their hand-me-down cell phones). Later they spawned the iPod revolution and the social media revolution. Undoubtedly, these early adopters have an influence on the rest of us — “Look Ma …”

As the balance of power shifts in their favour, consumers are increasingly demanding:

  • Mobility. They want to consume media wherever and whenever, as mobile devices changed their waiting time to viewing time.
  • Individualistic experience. Social TV viewing is rapidly fading away.
  • Attractive fees. With so much content on the net that is available for free, subscribers are not willing to pay high premiums for media services.

As eyeballs move online, traditional television and radio are no longer as popular as they used to be.

Not surprisingly, advertising has moved in sync, with digital spend overtaking TV in 2017.

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