Ben Shepherd writes: I love talk around media consumption.
The digital army scream that there should be equilibrium between the % of hours of digital is consumed and the % of dollars digital receives. The logic is shaky at best but it’s a good demonstration of some of the digital worlds sense of revenue entitlement. “These people are online”. Sure, they are … but there’s also “offline” too.
So here’s a piece from the latest Nielsen Internet and Technology Report. It’s the media consumption per hour per week per medium of respondants 16+
Ok – so according to this Internet is the number 1 medium. 16.6 hours spent per week. Roy Morgan is disputing this but let’s remember … both methodologies are very different.
Here’s where it gets sort of interesting (well, interesting if you are interested in this sort of stuff) …
Sure, Internet has grown almost 3 fold since 2003 – that shouldn’t be news to anyone. It was coming off a low base too. I’m not trivialising the accomplishment … moreso asking we look at it in a little more perspective.
TV consumption has risen since 2003! And people say the medium is dead … however users are spending more time watching the box now than they were in 2003. Is this the sign of a dead medium?
DVD and Video consumption is up. Magazines up.
Video games – up. Radio – down. Newspapers down. But none of these 2 are particularly down – not enough to suggest any of them are dying in my opinion.
All this suggests to me is that people are consuming MORE media … and the real insight is they’re consuming multiple forms of media at the same time.
Surely this suggests that the absolute critical challenge to the digital industry is to better understand the wider communications mix … as consumers aren’t consuming digital channels in a vacuum anymore.
I saw some data the other day that suggested that the only medium that truly punches above its weight when you consider consumption by hour compared with spend is newspapers. TV is about equal and radio punches below its weight.
It’s handy to look at consumption by daypart as well. Radio – dominant in the morning drive. TV – dominant in the evening. 2 critical time periods for advertisers. Internet – strongest during daytime. This analysis doesn’t tell a great story for newspapers but the data is broad and takes into account engagement and hours spent not volume.