A fascinating study carried out by TargetCast in the US confirms that print media is on the way out, but that the day of reckoning might be some way away yet.
Just over 50% of consumers aged 18-24 agreed that they'd rather get their news online. However for 25-64 year olds (ie most of us), the figures was more like 30%....in other words more than two-thirds of the over 25s would still prefer to get their news the old fashioned way (whether they actually do so is of course a different matter).
However when asked 'which medium is not as relevant today?', the scores among all adults for newspapers were 42% to 30% agree / disagree (+12%), and 17% to 55% (-38%) for TV.
This chimes in with study after study that I've seen in both the US and the UK showing that TV still rules supreme in consumers' lives. For example here in the UK, TV is the most essential medium for all age groups according to an OFCOM study.
In fact another question asked by TargetCast reinforces this point even further. Just under one in ten (9%) consumers used newspapers more while 33% used it less - quite a high figure if you translate it into newspaper circulations. Yet looking at TV, 19% said they watch more and only 13% said that they watch less.
Finally, in the week that the Internet Advertising Bureau in the UK found online ad spend overtaking TV for the first time, comes more news confirming that online ads are the least effective. The Internet ranked last out of newspapers, TV, magazines and radio when consumers were asked whether they paid attention to ads (newspapers came 1st), confirming a high degree of banner blindness.
However when asked about ads influencing purchases, online performed slightly better, with radio taking last place. This ties into another study by Comscore showing that so long as a brand is talked about on social networks, search advertising for one can be reasonably effective.
The full report is available as a PDF here, via marketing charts.
Related articles by Zemanta- Online takes second place in media time behind TV (thisisherd.com)
- Stories told matter, not media form (timesunion.com)
- Even "heavy newspaper readers" spend a quarter of their media time online (onlinejournalismblog.com)
- Display ads - Does a dropping CTR equal a drop in ROI? (cheezedmg.com)
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