New consumer research shows that for the first time ever, U.S. households time online now equals time spent watching television at 13 hours per week (Forrester Research). These survey results come on the heels of similar research showing that younger consumers (18-30) spend more time on the Web than than watching TV. In fact, the amount of time U.S. households spend watching TV has not grown at all in the last five years, while time spent on the Web has risen 121 percent. Unsurprisingly, Forrester reported that e-commerce and social media as the major drivers of growth over the last three years. E-commerce use rose from 37 percent to 60 percent, while social media went from 15 percent to 35 percent. While this media shift has not gone unnoticed by marketers, they have collectively yet to match media marketing investments to the proportional growth in consumer consumption of digital content and online social networks. 
Tuesday, December 14, 2010
Online Ahead Of "On Air"
New consumer research shows that for the first time ever, U.S. households time online now equals time spent watching television at 13 hours per week (Forrester Research). These survey results come on the heels of similar research showing that younger consumers (18-30) spend more time on the Web than than watching TV. In fact, the amount of time U.S. households spend watching TV has not grown at all in the last five years, while time spent on the Web has risen 121 percent. Unsurprisingly, Forrester reported that e-commerce and social media as the major drivers of growth over the last three years. E-commerce use rose from 37 percent to 60 percent, while social media went from 15 percent to 35 percent. While this media shift has not gone unnoticed by marketers, they have collectively yet to match media marketing investments to the proportional growth in consumer consumption of digital content and online social networks. 
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