We had another informative Mobile Monday DC meeting on Feb. 6, this time a session titled “Touchscreens and Touchdowns,” covering the intersection of sports and mobile technology and marketing. Thanks to our sponsors, IMRE Sports and the Georgetown U department of Sports Industry Management, we were able to use a beautiful room at Georgetown, and welcomed a good-sized crowd of GU students studying sports business.
For me, the key insight of the night was the panel’s take on the convergence of mobile, PC, and TV. I’ve always thought of convergence primarily as the availability of the same services on any screen: TV on your phone, email on your TV, etc. As panel moderator Marty Conway from IMRE described it, however, the real meaning of convergence in practice is people using multiple devices at the same time. He quoted data showing that 70% of Americans watch TV and browse the Internet at the same time (I’m certainly in that group). In the sports context, IMRE calls this converged consumer a “spectweeter,” a fan watching the game while sharing the experience on her phone or tablet.
Joe Dupriest from the Washington Capitals described how the “spectweeter” is coming to live sports events as well, as major teams roll out WiFi networks in their arena and deliver new apps and services to fans’ mobile devices when they’re at the game.
From a mobile strategy and mobile marketing perspective, I think this presents yet another challenge to developers and marketeers when designing mobile apps and services. Not only do you need to design for limited screen space, but also for limited attention spans. That suggests a need for simpler, faster interfaces, even on devices like tablets where screen size is less of an issue.
For advertisers and those who want to monetize through advertising, “spectweeters” seem to be a very challenging customer base, who may not want to take the time to click through your ad or other attraction to see your message.
[Note: I’m working on a more in-depth analysis of the impact of screen size and attention time on mobile solution design. Watch this space for more info.]
photo by Monica’s Dad from flickr