Consumers Spending Less Time With Media
From Editor and Publisher comes a short review of VSS's 21st Communications Industry
Forecast report, where the bottom-line was that while total communications spending increased, "people spent less time with media in 2006 compared
to the previous year." More specifically, media usage decreased by 0.5% per person. The last time media usage dropped was in 1997 and these shifts are expected to continue over the next five years.
Who to "blame" for this decline? First and foremost comes the massive consumer migration to digital media, which requires less time than traditional media. This is echoed by their estimates that spending on internet advertising will surpass newspapers to become the nation's leading ad medium bt 2011.
Another reason is the move away from ad-supported platform and towards consumer-supported platforms (such as videogames and cable TV). The former showed a 6+% decrease in time spent while the latter showed a nearly 20% increase. Or, as VSS put it, "We are in the midst of a major shift in the media landscape that is being fueled by changes in technology, end-user behaviors and the response by brand marketers and communications companies."
I would like to add another reason - more compelling, targeted and personalized "programming" on digital media platform vs. the traditional ones. Any other reasons that you can think of?
Posted by Universal Ad
Who to "blame" for this decline? First and foremost comes the massive consumer migration to digital media, which requires less time than traditional media. This is echoed by their estimates that spending on internet advertising will surpass newspapers to become the nation's leading ad medium bt 2011.
Another reason is the move away from ad-supported platform and towards consumer-supported platforms (such as videogames and cable TV). The former showed a 6+% decrease in time spent while the latter showed a nearly 20% increase. Or, as VSS put it, "We are in the midst of a major shift in the media landscape that is being fueled by changes in technology, end-user behaviors and the response by brand marketers and communications companies."
I would like to add another reason - more compelling, targeted and personalized "programming" on digital media platform vs. the traditional ones. Any other reasons that you can think of?
Posted by Universal Ad
Comments