Leaning Towards a Better Way to Gauge Consumer Media Interaction

By: David Justus | paidContent

The media business is long overdue to replace the prevailing framework we use to describe consumer interaction with content with one that better reflects current devices and activities.

The current lean-forward, lean-back paradigm, conceived by Jakob Nielsen, was popularized around 2008 and yet (amazingly) it’s already showing its age. Consider that it predates the widespread use of touchscreen smartphones, the current dominance of tablets — the entire second screen phenomena — and even the widespread adoption of on-demand streaming media services like Netflix and Spotify.

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