Big Screen, Little Screen: the evolving relationship between TV and search

Brian Solis, author of The End of Business as Usual, always provides good food for thought, particularly his observations about how technology is changing culture and behaviour. In this article, he describes how we are becoming a society of multiscreeners and the resulting implications for communicators and marketers.

People watch TV while multitasking on other devices. (You will have observed this phenomenon if you have children over the age of 10.) ‘They do so now without benefit of your vision or direction. Their second and third screen experience is for the most part theirs to define and yours to study. At some point however, the multiscreen and viewer experience will benefit from your architecture and in doing so, your business will benefit as well.’

According to Google, 77% of TV viewers use some other device while watching television. They search for things they see on TV. They seek more information about people, products, places, and events. And they take actions.

This leads to something Google calls ‘found time’: the combination of device accessibility and spur-of-the-moment usage to get something done. These ‘micro-moments’ present opportunities for consumers to search, shop, communicate and be entertained across multiple screens – which presents communicators and marketers additional touchpoints for engagement.

Communication channels are becoming increasingly complex. Food for thought indeed.