Integrated marketing has a crucial role to play in reaching some of the most important and responsive online audiences, a new report from the European Interactive Advertising Association (EIAA) shows.
The first EIAA Media Multi-tasking Report charts a dramatic increase in the number of Europeans using the web whilst watching TV: 22 per cent of users now do so compared to 16 per cent in 2006. With almost half admitting to changing their mind about a brand as a result of information found online, these multi-taskers emerge as a crucial audience for integrated marketing strategies. For them ‘Word of Web’ is fast replacing ‘Word of Mouth’ as the key driver of purchase decisions.
The majority of media multi-taskers are under 35, with 25 per cent in the ‘Digital Youth' category aged 16-24, and 29 per cent in the ‘Golden Youth’ demographic between ages 24 and 35. They buy almost twice as many items online as non multi-taskers and engage far more deeply in online communication, with 53 per cent using social networks (compared to 33 per cent of non multi-taskers) and 51 per cent using Instant Messenger services like Windows Live Messenger (27 per cent for non multi-taskers).
The appetite for media multi-tasking varies from country to country, with 53 per cent of Danish and Norwegian users going online whilst watching TV but only 7 per cent of Italians doing so.
Read the EIAA Media Multi-tasking Report in full
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