It may seem that digital media has already drowned out traditional media. This isn’t true, according to research by eMarketer.
Are we there yet? Has digital overtaken traditional media in terms of consumer behavior?
Not yet, but we’re getting closer, says new research from eMarketer.
“Often it seems that digital media has already drowned out traditional media. This isn’t true, according to research by eMarketer on adult consumer habits,” notes this article from FIPP.
“The digital tipping point hasn’t been reached yet and traditional media will only be overtaken measured in time spent in 2018. Only then will adults on average consume a little more time with digital media than they do with traditional media.”
The data is clearly shown on their Chart of the Week: the digital tipping point, and shows that right now, adults spend 382 minutes each day with traditional media, versus 343 on digital.
What’s interesting is that consumers are clearly suffering from digital ad burnout and the tide is turning back to print for advertisers and brands.
Will the tipping point be a massive shift in how we consume? Or will human nature and the desire for authentic connection and deep engagement keep us siding on the side of traditional media? The average consumer is suffering from content shock; this could be the one thing that prevents us from actually reaching, or going past, the tipping point.
Are we there yet? No.
Will we ever get there? That’s the real question.
September 14, 2016, 2:40 pm
As with all data, especially from surveys, you have to take it with a grain or two of salt. The famed researcher Mary Meeker has a different set of conclusions. In her report for 2015 time spent with digital devices both desktop and mobile was 48%. 24% time spent with each. TV received 37% of time spent with media and radio got 11% time spent with media. Print was at 4%. SO all I’m saying is that there are various view points and it depends how you slice and dice it. IF, traditional media includes TV, Radio and Print, than yes digital is not the leader yet at 3% behind being the top. I will bet you dollars for donuts that the change happens in the 2016 report, due out some time in March 2017. This doesn’t mean print isn’t relevent. Print is moving from a commonity to a luxury product. http://www.bosacks.com/industry-news/mary-meeker-2015-time-spent-report