Convergence was the flying cars promise of our generation. One box that ruled our entertainment lives - feeding games, music, browsing, movies, telephone and more in one complex stream of multitasking magic in every living room in America.
Here, in reality - where the cars still drive on the road - convergence is much more personal and mobile.
Nielsen calls us a Three-Screen Nation.
We watch: 141 hours of television a month.
- That's almost 5 hours a day. (A stat Pew echoed in earlier research)
- Surprisingly, that represents an all-time high. The time we spend consuming entertainment on other devices adds on to our overall media experience, it doesn't take away from television
But: 57% of us go online at the same time
- Our online experience at home is in front of the television almost a third of the time.
- Sometimes we browse to complement what we're seeing on television, but more often it's entirely disconnected from it
And: We're increasingly device neutral.
- The number of people watching mobile video increased 70% from last year
- Those who watch video online increased their viewing by 46% compared to a year ago
Oh, and, by the way, we're starting to watch ads again.
- Adweek recently reported that a greater percentage of time shifters (fancy media-buyer talk for DVR users) watched network TV ads during the first week of the season versus a year ago.
- Perhaps because advertisers are starting to get what it takes to be part of our entertainment instead of mere sponsors of it. They're telling better stories, making us laugh and, occasionally, even thinking the same thing we are. My favorite of the moment.
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