November 30, 2011 Leave a comment
A “need” that’s nurtured from birth: That seems to be a fair characterization of connectivity and the related hardware in America.
The entertainment marketer’s Holy Grail is for their product/content to be classified by the consumer as a “need”. When something becomes a “need” to a consumer they put it higher up on the priority list than the “want”. A “need” gets bought in hard times. A “want” can be sacrificed.
Ad Age’s latest feature: “New necessities: What consumers can’t live without”underscores the elevation of connectivity to a “need”. While apparel, transportation and food dollars have declined (according to the BLS)the one category that stands out as increasing is “Computer Information Services” . In the same article Leo Burnett’s study of the essential versus non essentials puts mobile phone service in a strong “need” position.
Common Sense Media has released research showing among other things that “Half (52%) of all children now have access to one of the newer mobile devices at home: either a smart phone (41%), a video iPod (21%), or an iPad or other tablet device (8%)…In a typical day, 11% of all 0- to 8-year olds use a cell phone, iPod, iPad, or similar device for media consumption, and those who do spend an average of :43 doing so.”
Connected? It’s a growing “need” in the population. From youth on out we are building and supporting that “need” with affordable media. It’s this climate where entertainment marketers must continue to connect to the “need” and support the stream of connectivity with relevant content.