Once upon a time, back when the Tech world was young, we received our entertainment over the airwaves (subsidized by advertisers), and paid exorbitant fees to communicate over wires.
With the advent of cable TV, and then cellular phone service, that equation started to flip for more and more Americans. While some continue to enjoy TV and radio over the airwaves, most Americans obviously enjoy the benefits of cable TV, and more and more have delved into digital radio via tethered broadband. Likewise, while most Americans retain a ‘tethered’ communications option at work and home, many spend a sizable percentage of ‘talk time’ wirelessly.
Clearly, though, in very recent months Americans increasingly face a complex and evolving array of entertainment and content options that span wireless and tethered, fee-driven and ad-subsidized, WiFi and wireless carrier spectrum – and, (seemingly) old and new.
A critical mass of Americans are now connecting to the Web wirelessly at least some of the time, whether from work, home, or public hotspots. We can now listen to music over the air or via digitally downloaded files on our mobile phones. We can talk, IM, and email with others, via VoIP, Wi-Fi or a wireless wide area network. As always, the challenge for marketers is to get inside the heads of consumers as they address the often daunting challenges of how to make sense of these increasingly overlapping and competing options for their understanding, attention, investment in learning new ways of doing things – and of course, their wallet.
Get fresh data and perspective on how Tech marketers can sort out the wireless technology landscape, and make sure we’re watching the right trend indicators and asking the right questions, by viewing our recorded webinar.