Marketers need to focus on catering to Australians’ appetite for smartphone content throughout the day, then across multiple devices in the evening.

New research from Nielsen shows that marketers need to cater for Australians’ appetite for smartphone content throughout the day and then adapt when consumers are at home in the evening, when their attention becomes fragmented across multiple devices.

The ‘2017 Australian Connected Consumers Report’ shows that brands need to ensure they have an in-home multi-device media plan.

“Consumers should be able to follow you from platform to platform,” says Monique Perry, head of media industry group Nielsen.

“In the home, Millennials and Gen X use three different devices on average and even Baby Boomers and The Silent Generation are connected on average to two different devices while in the home.”

In the last 12 months, 40% of Australians have been online in retail environments, presenting valuable opportunities to engage with them before the point-of-purchase, even in out-of-home scenarios.

One in three have already been exposed to proximity-based marketing communications.

“Millennials are 44% more likely to be open to receiving these messages,” says Perry. Millennials are shown to watch an average of 1.5 hours of online video per week.

Marketers need to understand their consumers beyond traditional measures such as age and gender, however.

“To communicate to your target audiences, dig deeper into their interests, desire, lifestyles and needs. You’ll be able to engage with your customers in a way that is personal, engaging and relevant,” adds Perry.

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Further reading

• Almost 80% of marketers will make changes to attribution models this year »
• Are your customers Millennials or just highly evolved?

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