Australian Internet use overtakes TV use (and my tips for how to get your message across)

For the first time more people are looking at the Internet than at the TV - but only just. What does this mean for you?

Research out last week from Nielsens shows that we spend 13.7 hours per week online vs only 13.3 hours per week watching TV. (Click image to enlarge.)

The real meaning of this is that everyone has spread their attention over more media. That's called media fragmentation.

For example: The research shows 58% of people watch TV while they are online. Talk about short attention spans! And it means it is more difficult to get your message across in an uncluttered environment.

Recognise that your prospects have multiple media competing for their immediate attention.

Tips to get your marketing message through:

1. Be consistent. Don't expect your audience to get your message and respond after only one exposure to it.
2. Be smart. Find media that has more dedicated interaction with your audience. Like professional journals that focus on important management or technical issues. Your customers are unlikely to read that sort of information and be on the internet at the same time.
3. Educate and attract. Use your information stream to attract clients who are looking for your sort of service. Give them easy ways to find you when they are ready to buy.