How Media Appetites in America Are Changing

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Believe it or not, people are using MORE media than they did even a year ago. According to recent studies reported by the Associated Press, American adults are using media for a full hour per day more than they did this time last year. What’s creating that increase? Smartphones, of course. Who can resist the tiny streaming computers we all carry around in our pockets.

According to the study, people spend an average of nearly 11 hours per day with a smartphone, tablet, TV, radio or computer. And the smartphone use is not talking, texting or taking selfies. It’s only accounting for internet use and streaming media.

You’ve seen them everywhere: in stores, in offices, on the train or in their cars, eyes glued to smartphones. It’s become cliché to witness a family sitting “together” at a meal out all staring at their phones. Some people readily admit they “can’t contemplate life without their smartphone.”

And all of that compulsive addiction is music to the ears of advertisers and streaming content vendors who are beginning to figure out how to monetize the new American Way. For some, it’s a matter of convenience. What used to take a desk full of office equipment and supplies is now stored in a pocket-sized electronic device. No wonder more than 8 out of 10 Americans have a smartphone and use it daily.

Now, maybe you’re thinking this is going to be (another) one of those articles excoriating smartphone use and pontificating about the fall of western civilization. Nope. Not going there.

From a public relations perspective, the lesson here is about messaging and connectivity, and how both are evolving thanks to smartphone use. People are communicating differently, thinking differently, shopping differently and connecting differently. Shouldn’t your content and messaging be different as well?

If you’re still doing things the way you did them five years ago, sorry, but you’re already way behind the folks who figured out these changes and have already begun to shift their approach to accommodate for them. That’s not to say you can’t catch up, but step one is to stop falling behind. You need an extensive, interactive, and up to date social media marketing and PR plan to work with your overall marketing and public relations operations. Those that ignore this trend will eventually learn they’re talking … but nobody is listening.

Ronn Torossian is the CEO of 5W Public Relations. 5WPR is headquartered in New York City — with offices in Los Angeles and Denver.

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Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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