Dual usage // shop while you watch.

In a previous post we had a look at the growing trend of dual usage as investigated in research conducted by Nielsen. This research showed a significant relationship between tablet and smartphone usage while watching TV. In the latest news, new media product development company Shazam has signed a deal with ITV in recognition of this growing trend. Shazam is best-known for its app enabling users to identify catchy tunes they hear by recognising its audio footprint.

As reported in an article on The Independent, ITV viewers will soon be able to engage further with their TV, connecting with extra content and even purchasing through their mobile phones and Shazam-enabled advertisements. Shazam has adapted its audio-recognition technology to enable the quick link to additional content and e-commerce sites simply through the use of an app.

This is not unexpected news by any means, for some time now we have progressively been taking steps towards creating more engaging and interactive TV viewing experiences.

While the theme of the decade appears to be 'innovative and new' this is not necessarily in reaction to business or strategic needs and as such, it will be interesting to see the actual results of such campaigns. Having content available in a new way does not necessarily mean that this will appeal to its audiences. In fact, I would suggest that the harder we try to get advertising messages and commercialised content in front of audiences the more they will move away from these channels.

Dual usage // are we emerging multi-taskers or just more restless?

Are we becoming better at multi-tasking, smarter and more intuitive with media, or simply more attention-deficit? This is the question unearthed from a recent Nielsen Report, which found that more people are using mobile devices such as smartphones and tablets, while watching TV.
  
The motivations for dual usage vary, whether checking emails, Facebook updates or looking up program information, the outcome however is the same; split attention between multiple screens. It appears that even when watching what was traditionally a shared medium of TV, we are becoming more socially introverted, even in the light of engagement with 'social' media.
  
The results for the U.K. were significant, with device owners logging a usage of 80% for tablets and 78% for smartphones while watching TV. Nearly a quarter of those surveyed also claimed they used their device several times a day while watching TV.
  

Comparison of dual usage across countries

  

There are many factors at play and other figures to consider in the findings above, this certainly is not a blanket statement to all audiences. Smartphone and tablet ownership overall is fairly low, and as such dual usage as a broader trend is not overly significant. According to a New Media Trend Watch article, tablet ownership figures in the U.K. are as low as 5% of the population, while smartphone ownership is sitting at around 17%. 
  
This study does however provide a good indication of future trends that are likely to emerge. As tablet and smartphone usage increases, so too will dual usage. The pursuit to gain, and more importantly retain, attention will also continue to become increasingly challenging. 
  
What will be the solution to cut-through in this densely concentrated media landscape, where it appears audiences are continuing to develop shorter and shorter attention spans? Perhaps total integration and the permeation of media will be key. No longer will advertising and experiences be limited to one medium, but more holistically experienced throughout the environment.
  
The seedlings of this new media trend we are starting to see emerging already. You just simply need to look at the usage of QR codes, for example, to understand that advertisers are getting smart about the importance of connectivity of media. 
  
We need to continue to smarten up and fast. So what's next?