As we move through 2024, the digital evolution continues to redefine how we seek and engage with entertainment. The traditional living room scene, with families gathered around the television, is rapidly giving way to more personalised media consumption on computers and mobile devices.
This shift not only influences our leisure activities but also provides marketers with new avenues to capture attention in a landscape where multiple screens compete for our gaze.
We take a brief look at how UK consumers are reallocating their time across various digital platforms, presenting a fresh set of challenges for advertisers.
The Rise of Desktop as the New TV
The transformation of the desktop into a primary entertainment hub represents a major shift in media consumption habits. Recent research by Accenture reveals an increasing number of internet users are now watching TV content on their personal desktops rather than traditional television sets.
With computers closely following TV watching as a leading leisure activity in the US, according to the U.S. Bureau of Labor Statistics, there’s a notable rise in time spent gaming, leisure browsing, and socialising online. On average, individuals dedicate 34 minutes a day to these activities on desktops, with weekends seeing a surge to 53 minutes. This includes engaging in online games, where attractions such as free spins can enhance the gaming experience and entice new and existing players.
Mobile Dominance in Consumer Entertainment
Parallel to the rise of desktops, mobile devices have cemented their role as the dominant device type for entertainment, particularly through apps. Insider Intelligence reports a dramatic increase in mobile consumption, outstripping traditional channels, with a pronounced preference for social media and messaging apps.
In 2024, consumers are projected to spend an average of 3 hours and 28 minutes daily on mobile apps, versus just 52 minutes on browsers.
The Continuing Evolution of CTV and Linear TV
The landscape of television is experiencing a sea change, with Connected TV (CTV) leading the charge. In 2023, a staggering 88% of U.S. households were equipped with at least one CTV device, a surge driven notably by Gen Z and Millennials.
This shift is especially significant as we head into an election year and the Summer Olympics in 2024; events that traditionally boost traditional TV viewing figures. Moreover, consumer perceptions are increasingly in favour of CTV, with over 60% of viewers preferring ad-supported viewing options if it means lower costs.
Strategic Implications for Marketers
Navigating this new digital terrain requires marketers to fine-tune their strategies to align with the evolving preferences of their audiences. The shift towards more time spent on desktops for TV content and the dominance of mobile apps calls for a nuanced approach to advertising.
Ads need to be engaging, contextually relevant, and tailored to fit seamlessly within these platforms to capture and retain consumer attention.
As 2024 plays out, the digital entertainment landscape continues to evolve, driven by significant shifts in how and where consumers spend their time online.