Impact Ideas


Three ways to attract the four screen generation

Written by Marliese Andexer 13 / 03 / 2015

Last year a Google study revealed that 90% of our daily media consumption (4.4 hours on average) takes place across four screens – smartphones, tablets, computers and televisions.

funeral suits-construction

71% of the UK population own a smartphone (or a “screen in our jeans” as Jack Black wailed about at the Oscars) on which they can access any one of the approximately 306,750,000 active websites (at the time of posting).

Furthermore, the average person takes a measly 1.5 seconds to decide whether a website is worth staying on or not (the same amount of time, fact fans, that it takes a person to react and brake in an impending traffic collision).

With so many options and so little time, how can we use social media and content to attract and keep the attention of our online audience?


Dr. James McQuivey of Forrester Research suggests that one minute of video can hold the equivalent value of 1.8 million written words. That’s 3,600 webpages. So, well produced, interesting, dynamic and snappy videos are a great way to quickly and succinctly get your message across.

Furthermore, considering 35% of people use their smartphones whilst watching TV, online video is an excellent way to get a lot of information to someone checking their smartphone during a Corrie ad break.

Facebook has obviously cottoned onto this trend and, as you may have noticed, introduced autoplay and infeed videos. This has proved a raging success and in the latter part of 2014 Facebook surpassed YouTube for the amount of desktop video views.


As shown in our article on Blogger Outreach last month, 81% of the US online population trust blogs and 61% have made purchases due to blog recommendations.

With four screens vying for attention and upward on three hundred million websites to choose from, the personal touch of a blog has inordinate value to a busy modern audience.

Plus, 86% of influencers (or people who have ‘a greater than average reach or impact through word of mouth in a relevant marketplace’) have blogs and it is these influencers that online audiences are turning to for inspiration and information.


Keeping an eye on current events and responding quickly on social media channels can have amazing results.

Just ask Oreos who two years ago famously used a 34 minute power outage during the Super Bowl to ramp up their Twitter and Facebook traffic with a simple image and pithy headline.

Admittedly, Oreo had a team of 15 marketing professionals holed-up for the entirety of the Super Bowl so they could respond to any developments at a moment’s notice. But you don’t need a huge team for successful RTM – just a sharp wit.

Check out the Metropolitan Museum’s quick thinking after Kim Kardashian tried to #breaktheinternet.

Met twitter

RMT, if done well, can have a pebble-in-a-pond effect. However, a word of warning – if you’re piggy-backing on current events or Twitter trends always double check you know what the coup is. Just ask DiGiorno.

At Impact we’re bursting with ideas for how you can use online media to communicate with four screen-ers. Give us a call today on 020 7613 8400 or email to find out what we can do for you.

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