Audience of One

Media are often discussed, written about, and shared as if we're in a big room together akin to a Super Bowl party all consuming the same message and nothing could be further from the truth. In fact, that party where you spent more time eating the nachos and ribs than watching the game is probably one of the few times each year you consume any media with others in the room.

Media consumption is a personal experience. We listen to music alone in the car or do email alone in our office or post to Facebook and Instagram alone on our mobile devices. Yet there has always been a fascination with the mysterious group called 'them'. I lived that life when I programmed radio stations and we would try and attract a particular demographic as if it's a bunch of clones all doing the same things.

Alone Together

You're probably reading this post by yourself. You may share it, disagree with it, forget it minutes after you're finished, or tell someone about it. But at the genesis of consumption, you're doing it alone. You are the audience of one. The shared experience happens seconds, minutes, hours, days later.

We may use market research and analysis to determine tastes and preferences of a certain age group, but that means nothing to you or me. What matters to you is what's important to you. But if someone you trust shared something, the credibility of the content increases once they share their audience of one experience.

One's and Two's

The stats say North Americans check their mobile device an average of 110 times every day. We aren't sharing our screen with others; we are checking email, social streams, news feeds, and websites alone on our phone.

Now imagine if we took the audience of one concept into the workplace and busted down the walls of departments and silos and watched what happens. What if we allow everyone to have a voice and an opinion? We might unearth an idea from one of our team members that could change the course of the company.

But that's just the view from this audience of one.
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Shopping More or Less This Year?

As millions race around today to do their final shopping and preparations for the big day tomorrow, some interesting statistics were released last month from Nielsen.

Of the online survey participants from fifty-six countries, almost half planned on spending around the same on Christmas as last year and a quarter expected to spend less. Eleven percent claimed they will spend more than they did in 2010.

Some More. Some Less. Some Same.

Of those who expected to spend more in 2011 for Holiday gifts, the majority are in the Asia Pacific and Middle East regions while Europe dominates the top countries where survey participants were planning to spend less this year.

Asia Pacific participants listed technology, apparel, books, vacations and jewellery. European participants listed books, toys, technology, apparel and vacations. Latin America included apparel, vacations, technology and bedroom/bathroom accessories.

Middle Easterners and Asians had technology, apparel, books and bedroom/bathroom accessories. North Americans listed toys, gift cards, technology, apparel and video games/consoles. And online shopping continues to increase which may surprise you if you are shopping today in the last mad dash so be careful out there!

If you celebrate, have a great Christmas!

Kneale Mann

image credit: Nielsen

The Choice Is Ours

Recently a friend sent me an article about the future of television and the growing success of cable or specialty outlets.

I have always been fascinated by the never ending shift in what I call 'The 3 T’s': Tastes, Trends, and Technology. And what is most fascinating is the egg and chicken are ever present.

Does technology create new trends? Do audience tastes create demand for new technology? Do trends simply morph to whatever is available?

Ten years ago, there were no iPods. Now, Apple owns over 70% of the market in portable mp3 players. Did we need a portable music device that plays thousands of downloaded songs? No, but we don’t need chocolate ice cream either. Okay ...bad examples ;-)

It’s hilarious when a sensational story hits the news cycle – editors and producers scream on their boxes of soap about the public's need to know. Designers will spout the need to satisfy consumer pressure for new gadgets and advancements. Who creates this desire for the new shiny thing? Us or Them?

I like options, I’m sure you do too. But the next time you’re in an electronics store frozen with indecision over the azure or vermillion ear buds, mouth breathing at the Google screen, or frozen in front of the plasma for something to watch …remember, we may have asked for this.

km