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In the latest episode of “Behind the Numbers,” we dissect the new eMarketer estimates for time spent with media and for simultaneous media usage. Forecasting analyst Monica Peart and demographics analyst Mark Dolliver discuss the ins and outs of media usage with host Bryan Yeager.
“Most waking hours are media time,” observes Peart.
Many of those waking hours of media time, however, are devoted to multiple forms of media, raising questions about audience attention and focus. eMarketer's latest data suggest that nearly 85% of internet users go online while watching TV.
Is media consumption doomed to be ever more chaotic, with audience attention fragmented even further? Possibly not, suggests Dolliver: “People tend to think it's a luxury to mono-task.”
In the second half of the podcast, Bryan is joined by Yory Wurmser to discuss “embedded commerce,” or ecommerce that is enabled on social and other non-retail oriented platforms.
Social platforms have long been seen as a potentially fertile ground for ecommerce, but as Wurmser notes, “There are still more questions than answers at this point.”
While consumers have shown a willingness to purchase digital goods—
or at least download apps—
from within their social streams, buying physical goods has been a different story so far.
Consumers are not the only ones who are reluctant to embrace embedded commerce: Retailers are nervous about having the shopping experience take place outside of their own domains, physical or virtual.
To jump to the beginning of the embedded commerce section, go to 15:05 of the podcast.
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