Smartphones, not DVRs, are the biggest threat to TV adverts

TV viewers are a famously fickle bunch, which tends to drive TV advertisers crazy. The prevalent theory remains that skipping past ads using a pesky DVR is the biggest enemy of marketers, but new research has once again contradicted that received wisdom. The IPG Media Lab in Los Angeles pulled together a representative group of 48 TV and online video viewers and asked them to sit through some programming while equipped with the usual "devices or distractions" that accompany their viewing habits. Central to the study was the measurement of time each person spent facing the screen and how engaged they were with the content. The first thing noted was that 94 percent of TV viewers and 73 percent of online video consumers used some other form of media to augment their visual entertainment. Smartphones were the most common, with 60 percent of test subjects resorting to their handset while gawking at the TV. That's resulted in a mediocre 52 percent attention level during actual programs and 37 percent during ads. In other words, two thirds of the time, commercials are being ignored and smartphones are helping people with that heinous behavior. Ironically, fast-forwarding adverts using a DVR garnered attention levels that were 12 percent higher, mostly because people were trying to make sure they didn't skip too far ahead. Damn, why does reality have to be all complex and stuff?

Tech Dirt

Ad Age

US lags in broadband adoption and download speeds, still has the best rappers

U, S, A! We're number nine! Wait, nine? At least according to a recent broadband survey by the FCC, yes. The good ol' US of A ranked ninth (out of the 29 member countries of the Organization for Economic Co-operation and Development) in fixed broadband penetration on a per capita basis, and 12th in terms of pure percentage -- behind the UK, South Korea, Iceland, the Netherlands, and plenty of others. Though, granted, these nations lack the sprawling amber waves of grain that America must traverse with cables. The US also trailed in wireless broadband adoption, ranking ninth yet again, behind the likes of Ireland, Australia and Sweden. Worse still, even those with broadband reported slower connections than folks in other countries. Olympia, Washington had the highest average download speeds of any US city with 21Mbps (New York and Seattle tied for second with 11.7Mbps), but was easily topped by Helsinki, Paris, Berlin, and Seoul (35.8Mbps). Well, at least we beat Slovenia... if only just barely.

Reuters

FCC

Gartner: 1.6 million Windows Phone 7 devices sold in Q1, consumer interest remains tepid

Direct sales figures for Windows Phone 7 handsets have been remarkably difficult to come by since Microsoft's OS reboot at the end of last year, but here come the stat gurus at Gartner to provide us with their best estimate. 3.6 million of the world's smartphone sales in the past quarter were counted under the Microsoft mobile OS umbrella, of which 1.6 million featured the very latest WP7 software. That means Redmond partners sold more Windows Mobile devices in the first three months of 2011 than ones bearing the sparkling new operating system. Guess now we know what LG meant when it said the Windows Phone launch didn't meet expectations. Gartner sees these numbers as evidencing a failure "to grow in consumer preference" by WP7's launch devices, though it predicts better things ahead, with Nokia's participation helping to accelerate the platform's momentum. For more (much more!) stats relating to the global cellphone market in Q1 2011, click on the source link for Gartner's full disclosure.

WMPoweruser

Gartner