Business | Media and Marketing

Consuming news over all available media

Consumers are not sticking to any one medium at the expense of others

  • By Douglas Okasaki Designer
  • Published: 12:41 February 13, 2013
  • Gulf News

There is an over abundance of media in its various forms and consumers are lapping it up.

The Newspaper Association of America in its 2012 Newspaper Multi-platform Usage Study found consumers combine newspapers, tablets, computers, TV viewing and radio listening in their exposure to media. Around 34 per cent said they usually check for news while doing other things (this is higher for smartphone and tablet users). A new KPMG report highlights a strong preference for online content via smartphones and tablets. It shows that consumers split their time between traditional and digital media, but spend more money on traditional media, particularly in relation to TV and live events.

Television is no longer a single experience as ‘digital multi-taskers’ interact with tablets and smartphones while simultaneously watching TV. More people watch TV and access Internet than watch TV and read newspapers.

Some of the key findings from the survey:

• Urban consumers in China, Brazil and Singapore seem to be the most voracious digital media users, principally because of the quicker adoption of smartphones and tablets.

• A new generation of mobile-centric consumers is getting their first media experience across devices. This will accelerate the trend towards a much greater preference for digital media.

• High-speed mobile networks will accelerate this trend.

• Consumers in all markets spend the same amount of access time on online media as they do with traditional media.

The Digital Debate research was conducted by YouGov plc on behalf of KPMG International. It sourced the views of 9,000 consumers from Australia, Brazil, Canada, China, Germany, Singapore, Spain, the UK and the US. The study measured the current impact of digital and traditional content. (The full research can be accessed through: http://www.kpmg.com )

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