In addition, this post represents installment number three (3) of a blog series on real-time capabilities and its impact in online media. In case you're interested, the other related posts are:
- The Bin Laden Announcement and Mobile Devices' Power in Real-Time News
- Bin Laden Announcement Spotlights Power of Real-Time
- 5 Competitive Advantages in Studying Real-Time Marketing & PR by David Meerman Scott
In today's comScore Voices Blog, Andrew Lipsman of wrote a great article titled: Seeking Osama – Anatomy of a News Firestorm in a Cross -Platform Environment. His post focuses on the influence of type of digital platform in consuming news about Osama bin Laden's death (i.e., computer, mobile, or tablet).
The data analysis describes our digital news consumption habits particularly by time-of-day. Here are some key insights (particularly pertaining to mobile and tablets).
Mobile Internet and Tablet Consumption Dominated When News Coverage Spiked on Sunday, May 1st
Shifting Viewing Habits? The breakdown by digital device during the Sunday evening, May 1st news cycle peak (e.g., 10 PM ET) is as follows:
- Mobile Internet: Approximately 30%
- Tablets: Between 20% – 25%
- Computers: Around 10%
Mr. Lipsman portrayed the data graphically:
Mobile Internet and Tablet Traffic Continues Peaking During Our Morning Commutes
But Computer Consumption Won During Our May 2nd Workday. First, I hope none of these people were driving. Second, notice how the mobile internet activity peaks again from 7:00 AM – 9:00 AM. Third, look how computer news consumption accelerates around the same time (i.e., steepest slope of curve). Fourth, computer consumption primarily takes place from 10 AM to 4 PM.
Conclusion
If the Content is Important, We'll Find a Way to Access It. Mr. Lipsman's analysis provides consumer insights applicable to not only news consumption but also content consumption relevant to marketing and public relations activities:
* We're multiple device consumers. We may not necessarily be seeking a one-device-does-it-all-solution (at least not yet).
* Content loading speed / page loading speed will make or break you with mobile internet devices. Optimizing the content for fast loading and optimization on any type of screen is a competitive differentiator (e.g., hand-held, tablet, etc.). The lack of page loading speed in my plodding, iPhone 3G is already causing me cravings for the rumored iPhone 5.
* Tablets are ALREADY a major consumption platform. Their influence will increase. Today's Nielsen Wire article, Connected Devices: How We Use Tablets in the U.S., provides data showing we're using our tablets more and our netbooks, laptops, and desktop computers less. And, to think I wanted an iPad2 so I could have a more travel-friendly personal computing device.
* Business professionals are more accessible early morning or late evening. Reaching targeted consumers (i.e., business professionals) is optimal during the early AM or late evening (e.g., no work distractions). Unless, you can deliver something earth-shattering to divert their attention.
Photo Credit: By Yutaka Tsutano via Flickr