“Mobile is not an equivalent of TV or its rival”: Thinkbox MD responds to Weve mobile survey
The mobile industry is “obsessed” with comparing itself to TV but in doing so is missing the point, according to Thinkbox managing director, Lindsey Clay.
Speaking to The Drum in response to Weve’s recent research which suggested mobile is becoming a competitor to traditional media formats, Clay said: “The mobile industry seems obsessed with hierarchy and comparing itself to TV. But this misses the point. Mobile is not an equivalent of TV or its rival; mobile is technology, TV is content and lots of TV is watched on mobile screens.
“Mobile is helping TV expand. If some people claim to prefer their mobile screens then great. No one is threatening to confiscate their TV sets, which is good news for advertisers, because every major piece of research into what really counts – effectiveness – shows TV’s supremacy and its potent combination with mobile."
She added: "It is time to stop pretending there is a competition and focus on the budding relationship.”
The nationwide survey of 2,000 adults aged 18-55 and over found that 46 per cent of adults between the age of 18-34 cited their mobile devices as becoming their most important screen, with 28 per cent of respondents overall saying the same, ahead of 27 per cent of respondents who cited TV.
Of the overall survey, a quarter said that they now turned to their mobile device first when going online, a figure that increased within the 18-34-year-old category to 45 per cent.
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