The ability for audiences to access basically whatever they want through multiple digital devices that are always accessible to them is inevitably going to influence consumer habits. However, rather than just increasing the amount of time that audiences spend engaging with marketing or online services, it might also reshape what people are interested in.

It can be difficult to disentangle exactly why this is. Is it something that’s formed directly by the difference in the user experience? Or is it perhaps more to do with the companies themselves realizing that this new medium opens up gaps in the market?

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Audience Interest

How might the interest of an audience member change when everything that they want is at their fingertips? If you look at something like streaming, and see how much that has taken off, you can see how the increased availability of media (including films that are only recently released theatrically) makes a consumer more willing to engage with it. The same is arguably true of books, with the availability of audiobooks leading to the launch of wholly dedicated platforms like Audible.

While it might sound obvious that something which is more convenient is more likely to be interacted with, the fact is that through digital tools, so many things are likely to be made more convenient. Mobile gaming is also something that has seen a lot of engagement – offering audiences a way to engage with the medium without needing a dedicated console.

Making the Physical Digital

This also creates the opportunity for previously exclusively physical activities to become more digital. If someone enjoys spending time at casinos, for instance, they can now easily access online casinos like Royal Vegas Canada through their smartphone. This is often more than just a more accessible version of the original, physical activity – it’s an alternative, more gamified version. Here, the digital setting is leveraged to provide a secure, encrypted environment with cutting-edge audio-visual design, enabling bespoke RPG slot experiences that wouldn’t have been possible otherwise. However, naturally, more risks open up through this exposure at the same time – primarily due to how easy these games are now to access, which means these platforms often also come with responsible gambling advice.

Inescapable Marketing

There is also the fact to consider that the more exposure a given consumer has to digital tools, such as their phone, the more they are often exposed to marketing. Even on services that they have paid for, like Netflix or Amazon Prime, they are still likely to see adverts directed at them, making it increasingly difficult for them to find a reprieve from digital marketing.

From the perspective of the business, this means that they have more access to their audiences than ever before – potentially resulting in higher levels of engagement with their brand. However, to audiences, this might be something that sours their relationship with some businesses, and such relentless pursuit might make them favor brands and platforms which are less likely to adopt the same kinds of measures.