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Internet marketing impacted by 'multitasking'
Online advertisers need to take into account the effect that 'media multitasking' is having on a consumer's engagement with internet marketing efforts.Because of the increasing types of digital media and technology available to consumers, eMarketer estimates that consumers multitask for between 25 and 30 per cent of media time.
According to the Multitasking Consumers: Distracted or Connected? report, some 103 million internet users in the US watch television while surfing the net, out of a total 147 million web users in the US, while 90 million listen to the radio.
The study contends that this distraction between different kinds of media should be taken into account with regard to internet marketing in order to maximise engagement with the consumer.
"While multitasking divides consumer attention, it also opens up opportunities for advertisers," the author of the report, Debra Aho Williamson, said.
"Advertisers can discover what media are most engaging and when, and plan for that in their media allocations."
A separate report from Axa has revealed that 'silver surfers' are increasingly choosing to go online, with using the internet outstripping gardening and DIY among the preferred hobbies of retired people.
Search Marketing news posted on 02 February 2007
