According to a new report, "the average online consumer spends the same amount of time on the Web, as they do on TV." So, what does that mean for print? Not good news.
According to Jupiter Research, "even the most intensive users of newspapers and magazines spend less time reading these publications than they do online or watching TV."
The research goes on show how the Internet is displacing the use of other media, such as radio, magazines and books. Books are being hit the worst, with 37 percent of all online people reporting that they spend less time reading books because of their online activities.
To us, this doesn't necessarily mean we should spend significantly more in online advertising. We believe this shows the importance of keeping a well balanced media plan that supports all media with a consistent messaging strategy.
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