The Mobile Marketer

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TV competing for eyeballs with Smartphone social games, networks & more!

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The television industry may have adapted well to the disruption that the Internet caused, but now it has another entertainment force to tackle – the Smartphone. Recent data from app-tracking firm Flurry suggests that Smartphone social games and networking apps have a larger audience than some of the top television shows.

That’s right. Social games and social networking apps on Smartphone’s are now competing for eyeballs with popular television shows and sports broadcasts – and winning.

Flurry’s study found that 19 million American users spend an average of 22 minutes each day on Smartphone social gaming apps.

That audience tops the likes of NBC’s “Sunday Night Football” and is on a par with hit shows such as ABC’s “Dancing with the Stars”. Even America’s top-rated television show, Fox’s “American Idol”, leads Smartphone users by only four million daily viewers.
Of course, no single Smartphone social game attracts the audiences that the listed television programs attract – the Smartphone figures represent the grand total of all the apps monitored by Flurry.

“There are a lot of conclusions that can be drawn from this phenomenal shift in audience behavior,” writes VP of marketing, Peter Farago, on the Flurry blog. “The most obvious is the impact on the advertisement industry, which has relied on the reach generated by its prime time television slot for years. This season, while Americon Idol is busy shuffling judges, the people have voted: Smartphone social games are as prime time as prime time television. Enjoy the show!”

However, recent studies suggest that people aren’t necessarily choosing television over social networking, but instead doing both simultaneously.
For example, a study by Intel in the U.K. found that 45% of Brits use sites such as Twitter, Facebook and MSN to discuss a television program while it is still being aired.

by Helen Leggatt


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