Josh Crandall, managing director of Media-Screen, says "Many broadband consumers go online for entertainment, and to talk about entertainment with other fans. Marketers need to leverage that interest..."
Search engines and social networking sites are gaining in popularity, says the report, influencing an equal number of people as magazines and newspapers. 48% of younger users say they learn about new entertainment through community, review and video sharing sites and blogs. Only 25% say they learn about new entertainment through television.
Crandall goes on to say "Currently, the proportion of advertising resources devoted to the Internet (about seven percent according to Zenith Optimedia) is nominal relative to the value it generates among fans and consumers, who on a typical weekday, spend more than 40% of their time consuming media\online..."
Two online media activities - sending email and visiting Web sites for personal reasons - are more popular than watching television, says the report:
Regular Media Related Activities (% of Respondents) Online Media
- Send Emails 90%
- Visit Web sites for personal reasons 81%
- Play online casual games 52%
- Instant messaging 35%
- Listen to MP3s 28%
- Sent text messages 26%
- Listen to Internet/online radio 25%
Regular Media Related Activities (%of Respondents) Offline Media
- Watch Television 63%
- Read magazines/newspapers 52%
- Watch videos/DVDs 52%
- Listen to AM/FM radio 48%
- Play video games 34%
- Watch pre-recorded TV 23%
- Watch video/movies on portable device 14%
Source: Media-Screen and Netpop Play 2006
And, the report finds that roadbanders spend 27 percent of their overall time online, or about one hour and forty minutes, on leisure and entertainment
Allocation of Time Spent Online (% of respondents)
- Liesure of Entertainment 27%
- Communication 27%
- News or Information 19%
- Personal Productivity 15%
- Shopping 12%
Other topics covered in the Report include:
- Online versus offline sources used to learn about bands, TV shows, movies, games and web sites
- Community-based activities such as rate/review a product, publish a personal page, upload a video or audio file
- Influence of user-generated sources and content
- Fan-related activities
- Entertainment content accessed online by psychographic group
- Demographics of population and usage among gender, age and income
What are you doing to keep your marketing message in front of a constantly evolving generation? My generation grew up with Cable TV and computers, and we don't consume traditional media such as broadcast or newspaper. Can you imagine just how difficult it will be in coming years to reach today's generation??? ~Curt
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