In a world of second screen and streaming, lean forward/back just doesn’t tell the story anymore. Here’s a better framework for gauging media consumption habits.
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. The world has turned in the past 5 years, and yet this framework remains a popular if not standard convention for analyzing data consumption in the media business.
It’s time advertisers, marketers and content creators had a more accurate, more nuanced and granular system to describe how consumers interact with their digital content. The result would offer better opportunities for everything from UX design to monetization and marketing.Following is a two-fold system that, unlike the lean forward/back shorthand, breaks apart the physical and mental attributes involved when we consume content....