86% of Americans with smartphones are using them for other activities such as search, social media and surfing the web while they watch traditional TV. Over 50% of these tech users are doing so every day. The simultaneous use of multiple platforms and screens has become the norm according a recent study published by Nielsen, a respected advertising and research institute. This is an interesting and important development from an internet strategy and advertising point of view. The Nielsen study identifies two primary factors driving this shift: population shifts and media fragmentation.
Changes in the active market demographics of the US population have brought about a younger, more diverse, more tech-savvy consumer base. However, behavior patterns create a challenge for many internet marketers as attention is splintered between what they’re watching on a TV screen, the conversations they’re having via text and social media, and the research they are simultaneously conducting on their tablet. My 80 year old parents use Google every day, and stay in touch with children spread across the United States via e-mail and social media. Audiences across all age brackets, all social demographics and all economic stratospheres are participating in the multi-screen lifestyle. We’re definitely getting younger at heart, and our buying habits reflect these trends as well.
What does this mean for the legal industry?
We need to continue to evolve. It is more important than ever to provide relevant, substantive information across a variety of platforms in order to reach our target clients. Recent changes to the Google algorithms show higher trust and credibility in organic search engine results for “authors” who are broadcasting unique, original and relevant content to a variety of audiences across search, directory and social platforms. We need to be prepared to interact outside of traditional business hours and in a variety of electronic mediums if we wish to maintain the competitive edge. Information is now. Opportunity is now. Right now. If we aren’t a relevant and responsive resource, that opportunity is going to move on to a competitor in an immediate timeframe.