The ansers to those questions may be that you've failed to gain your prospect's attention.

One of the most profound changes in customer behavior is how media is consumed. Our parents read a newspaper or watched TV or listened to the radio. They consumed one media at a time and one commercial message.

According to BIGresearch, 70% of consumers participate in two media or more.

The two most used media real Internet and TV with Internet steadily eroding the hours that previously belonged to TV. Further implications of the study indicate that books, magazines, games and newspapers are consumed simultaneously. And all of this going on in TiVo (ad skipping) No Call Registry (no phone-call marketing) environment.

Getting your prospect's attention - what little they have of it - is more complex, more expensive and more fleeting - than at any time in the past.

See the BIGresearch press announcement quoted below.

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Views from Lisa Wellman & Terry Wellman
© Digital Marketing Corporation - March 2004 - all rights reserved.

For Immediate Release

March 24, 2004

Reston, VA - Three quarters of U.S. television viewers read the newspaper while they watch TV, and two thirds of them go online while they watch TV, according to a study of simultaneous media consumption released today by The Media Center at the American Press Institute.

The Simultaneous Media Usage Survey (SIMM), conducted by BIGresearch in October 2003, reveals a higher-than-expected level of media multi-tasking. With 70 percent of media users saying they at one time or another try to absorb two or more forms of media at once, the SIMM results have far-reaching implications - technology and content providers, marketers and advertisers have to wonder: Who is paying attention to what, and when?

The study findings and details are available with a video briefing at: http://www.mediacenter.org

Key study findings include:
* People who regularly or occasionally watch TV and read the newspaper at the same time: 74.2%
* People who regularly or occasionally watch TV while going online: 66.2%.
* For simultaneous online users, TV viewing is down 8.8% among 18 to 24 year-olds and down 12.2% among 25 to 34 year-olds in favor of video games
* What people do as they wait for downloads from the Internet: listen to the radio (52.1%); watch TV (61.8%), read the newspaper (20.2%)
* Importance of word of mouth when it comes to making purchase
decisions: 72.5% of all consumers say it's very important versus 80% among cell phone users.

by Terry Wellman

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