I was speaking to a group recently where a relatively young marketer posited to everyone with great confidence that “No one watches TV anymore. Everyone watches it online.” Trying to be kind and gentle I said that that was dangerous thinking because that came from his perspective and his observation of his peer group. Why should he assume that what he does is what everyone else does?
As marketers we can’t assume that our personal actions are what everyone does as well. We will miss opportunity with that kind of mindset.
So what’s the point you ask? It’s about TV viewing in the age of the tablet. If the following chart has any truth do it, it appears as if the TV viewing habits of most haven’t moved as much to the online space as we might think based on the hype and the opinions of many who are taking the bait hook, line, and sinker.
So is it right then to say that TV viewing isn’t going to change in the future?
Not at all. That kind of statement is about as insightful as the “No one watches TV like they used to.” one. The likelihood is that it will change radically but it will take time and maybe a lot of it before it is no longer the norm.
As marketers we are tasked to reach people where they are. Right now we live in a world where a lot of people are in many more places than at any other time in history. Naturally there is going to be some confusion as to how to handle this completely new environment in which we are working to communicate.
The lesson here is that in our race to make sure we have all of the new bases covered we shouldn’t do so at the expense of old ways and habits that are still viable to very large segments of the purchasing population.
How do you handle this balancing act of addressing the needs of more traditional consumers (who may very well represent the largest portion of your audience depending on the product or service you are marketing) with those who are moving away from traditional media sources?
Any suggestions or insights would be welcomed in the comment section today.