Aussie marketers ‘fail at multi-screening’
New research for Google on the multi-screening behaviour of Australians suggests marketers are not maximising their online marketing to take account of growing mobile and tablet usage.
The research conducted by IPSOS/Google shows that while smartphone penetration in Australia has now reached 65 per cent, up from 37 per cent in 2011, only around half of Australia’s top brands have optimised their websites for mobile devices.
“When we talk about the top companies in Australia almost half of them still do not have a mobile optimised website,” Karim Temsamani, President of Google’s APAC Operations told Mumbrella.
77% of the time watching TV is now accompanied with the use of another device?
That means 46 minutes of every hour ‘the average person’ is accompanied by another device, which seems inordinately high? Was this a ‘claimed use’ question, if so the wording of the question is paramount, as it feels like the typical “when you watch television do you use another device?” or “have you ever used another device when watching television?” Sorry to say, but these types of questions (if indeed that is what was asked – can Google or Ipsos please elucidate) do not translate to mean things like “77% of the time watching TV …”
Completely agree John, too many industry stats based on survey data rather than observation.