When one gathers the main media consumption patterns of people and sums up the figures, you end up with an interesting dilemma. For example, Finns:

  • Watch an average of 3 hours 13 minutes of television daily [article]
  • Listen to the radio an average of 3 hours 15 minutes daily. [article]
  • Spend an average of 1.5+hrs on the Internet daily, though this varies a lot depending on which study you believe.
  • Read the printed media about 2hrs per day.

That’s about 10 hours. Add 7hrs a day for sleep, 8hrs a day for work and 1hr for commuting and there’s no time for anything else but work, sleep and media consumption – and not even time for all of that. So it’s clear that exclusive media consumption – i.e. a situation where you for example only listen to the radio and do nothing else – must be somewhat of a rare thing. Do you actually ever only listen to the radio? Or even primarily listen to the radio?

This may not sound all too interesting. But consider this: the value of the channel to its main financiers – currently advertisers in almost all instances – is partly in how much you focus and pay attention to the channel. If you don’t pay attention to the channel, you’re likely not to pay that much attention to the ads either. And this is where it gets interesting because the two channels that are most conducive to exclusive or primary media consumption are mobiles and the Internet.

While I have no studies to quote about this, all it takes is some commonsense thinking: the TV is often used as a generic background noise generator in many families, with no real attention paid to it. The same goes for the radio during your commute. But whenever you use your mobile device, already the physical limitations of the device dictate that it must usually command your primary attention. And the same goes for the Internet – it usually entails reading and it’s difficult to primarily concentrate on anything but the reading.

There is a reason why Google makes so much money and why Blyk seems to be thriving.

It’s also why you should not underestimate the power of mobiles in the long run. At the moment, most of the money might be in voice calls and relatively stupid content like ringtones, but give it 10 years and you’ll hardly recognize the landscape.

Elsewhere, this ties in with Tomi Ahonen’s long-proclaimed thesis that mobile is the 7th mass media, with this exclusivity-argument perhaps being an additional point for the claim.