TV seems steady in many cases, but in others it seems to have been left behind, the mobile world is rocketing while internet is more and more present: this is the picture painted by eMarketer, in collaboration with Starcom, with regard to digital technologies in 36 different countries, analyzed at the same time. It also clearly shows that advertisers, marketers and also traditional media cannot overlook the information eco system within which electronic platforms and devices are consistently evolving, and progressively ( and relentlessly ) invading the lives of consumers all over the world. Read it in Italian.
Although traditional media still hold a good market share, indeed, users are more and more prone to mix the classic sources of infotainment and communication with the digital ones, both when shopping online, enjoying different forms of entertainment and communicating with friends, relatives and colleagues.
But that’s not all: as I have explained in my post entitled “Mobile users are into “here and now”. Google says it!”, digital technologies, especially mobile ones, are encouraging people to look for a prompt satisfaction of their needs, showing a versatility which traditional media ( at least now and with the current technologies ) cannot match.
And if behaviours may vary from country to country, there are some common macro trends. So, it may happen that, although TV is still the leader among media and entertainment providers, the gap between digital communication and digital mobile technologies is getting progressively smaller: in China, France, Turkey and the United States, mobile technologies have already won this war ; in Denmark, the UK and the Philippines, internet has already spread more than TV; in Australia, Canada, Finland and Singapore people use internet and mobile technologies more than TV.
It is no surprise, then, that the number of people connecting to the internet by using their smartphones and tablets has increased despite the fact that the number of people using desktop PCs and laptops is still quite high, although showing a decreasing curve. Currently in the world 55,7% of 2,39 billion people, own at least one smartphone and connect at least once a month. In 2021 this percentage is expected to reach up to 58,7%.
And although, not too long ago, the differences among digital media were huge, they are now progressively reducing. For instance in the majority of the countries analyzed gender differences are almost null, now.
Therefore, in such a scenario, those who think their business may survive without adapting to the trend, are actually delusional.
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