Internet display advertising lost ground in 2011. When asked the same question in 2010, only 49% of respondents said that they paid more attention to print than online.
(PRWEB UK) 15 March 2012
- 64% of respondents visited a website as a result of seeing it advertised on TV
- 62% said they paid more attention to newspaper adverts than their online equivalents
- 88% of people who read magazine content in 2011 preferred to do so in a printed hardcopy, the same proportion as in 2010
Websites need traditional media to succeed, according to Deloitte’s sixth annual State of the Media Democracy survey, which assesses the UK’s media consumption preferences. It reveals that 64% of respondents have been prompted to visit a website as result of seeing it advertised on TV.
Magazine (61%) and newspaper (59%) adverts were other effective prompts to visit a website. Mobile apps adverts have less influence and only 12% frequently use this route.
Mark Lee-Amies, Deloitte media partner, says: “The strength of traditional media should not be underestimated. Despite the digital hype, 62% of our respondents said that they paid more attention to newspaper adverts than their online equivalents.
“Internet display advertising lost ground in 2011. When asked the same question in 2010, only 49% of respondents said that they paid more attention to print than online.”
Magazine readers still prefer print
Over a third of respondents said that they subscribed to at least one magazine, up from 29% in 2010. An overwhelming 88% of people who read magazine content in 2011 preferred to do so in a printed hardcopy, the same proportion as in 2010.
But digital use is making headway, albeit slowly. The number of consumers who used a web browser to read magazine content doubled in 2011 to 15% but, despite increased tablet penetration, online magazine subscribers were flat at 2% of respondents.
Mark concludes: “Our survey found that only a third of tablet users had read a magazine on their tablet. It is difficult to say whether this is simply due to the early stage of tablet adoption or something more fundamental about the quality of magazine content and how it is consumed on a tablet. However, understanding this is critical to the magazine industry as they invest for a more digital future.”
Other key data:
Newspapers were most popular in Scotland, London and the South of England. Magazines were most popular in the Midlands, while in London online newspaper subscriptions were as popular as their print equivalent, perhaps because of the high penetration of tablet computers in this area and the concentration of people with access to corporate subscriptions.
About the Survey
Deloitte’s sixth annual State of the Media Democracy survey assesses media consumption preferences of 2,276 UK consumers, aged between 14 and 75 years old.
Focusing on four generations, the survey provides a ’reality check’ on how consumers between the ages of 14 and 75 are interacting with media, entertainment, and information, and what their preferences might be in the future.
Fielded by an independent research firm during December 2011, the survey employed an online methodology among 16,768 consumers in eight countries:
‒ Australia: 2,010
‒ France: 2,038
‒ Germany: 2,068
‒ India: 2,006
‒ Japan: 2,118
‒ Spain: 2,037
‒ United Kingdom: 2,276
‒ United States: 2,215
We regard changes of 5% or more as statistically relevant and where possible have referred to time series data from previous surveys.
Several companies have helped us shape the survey and discussed the initial results with us. We also referred to the results of other Deloitte research programmes in the media, telecoms, technology and retail markets, which can be found at http://www.deloitte.co.uk/tmt or by contacting mguest(at)deloitte*(dot)co(dot)uk.
In this press release references to Deloitte are references to Deloitte LLP, which is among the country's leading professional services firms.
Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu Limited (“DTTL”), a UK private company limited by guarantee, whose member firms are legally separate and independent entities. Please see http://www.deloitte.co.uk/about for a detailed description of the legal structure of DTTL and its member firms.
The information contained in this press release is correct at the time of going to press.
For more information, please visit http://www.deloitte.co.uk.
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