Comparing traditional readers (4 hrs) with millenial book lovers (6 hrs), Felim explained that the time spent online in both groups is increasing every year.
Traditional readers own 3.86 devices. Smartphone ownership soars, especially in this group of older consumers (40+). Millenial book lovers say that their smartphone is their most important device. Computers & laptops are becoming less important for them since 2016.
Mobile-first online activities: 18% for traditional readers (but expected to rise), 100% for millenial book readers. Mobile TV is increasing, despite smaller screens. „Mobile brings TV anytime.“
Speaking about social media, in Felim‘s opinion, the key decelopment is „how service is a social platform“. Millanials spend 2:30 hrs a day, traditionals 1:15 hrs (on social media). Multi-networking is on the rise in both groups; „there is more choice out there“.
„Social media is more than social“ — it is not only being used to stay in touch with friends, but also to find entertaining content, to stay up-to-date with news and spend spare time. Trend: „Social is video now.“ 73% of millenials in NA watch video on social. More and more people watch live videos, FB is now the leader in this area. There is also Watch, a new platform for shows on FB. Twitter‘s bet on videos is starting to pay off.
“Social is a product research channel“
Book publishers, Felim said, could make use of videos on these platforms to bring attraction (back) to their books („social commerce“). The future of social is service, he added, connecting ppl is no longer the most important aspect of social media,