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Has there been a shift in media consumption in the last decade? Many marketers find themselves asking this very question. “Will Print start to fade into the past? Will the internet finally taken over?”
Source: EIAA Mediascope 2010, 10-market average
At present, in an average week it is shown that more consumers read a newspaper than use the internet.
However, future projections suggest that maybe as soon as 2012 this may be reversed.
Microsoft Advertising commissioned a recent study in Europe to explore the role of print and the internet in the 21st century it concluded that currently we are experiencing a media convergence amongst print and online rather than a media replacement. European internet users are more likely to also be newspaper readers than all Europeans but they consume news and information online in a different way to when they read printed materials.
Source: Microsoft Advertising’s The Role Of Print & Online For The Modern Consumer
Research suggests that print reading internet users tend to read print once a day whether this is in the morning, afternoon or night. In contrast the internet is used at different times and by implication in different contexts throughout the day driven by specific consumer needs. Furthermore, certain online destinations evoke loyalty amongst its users; consumers select favourite websites like they choose favourite print titles. Our research revealed that three-quarters of respondents to our study have a favoured website or selection of favourite sites that they regularly visit.
Print has a role to play in brand advertising strategies, but arguably a smaller role than in the past. Consumers now expect a greater involvement and engagement with brands - marketers therefore need to acknowledge these changes in consumer media and marketing consumption to ensure their messages still resonate.
Want to hear more?
For more insights on planning print and online advertising campaigns, download the full Exploring the role of print and the internet in the 21st century White Paper in PDF.
Anita Caras, Head of Research EMEA, Microsoft Advertising
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