Abstract
Overview
Introduction
Media consumption overall is rising and no single medium is losing consumers' attention, but we are reaching a tipping point after which traditional TV viewing will decline. Marketing expenditure is shifting towards new media, yet traditional media remain by far the most important channels. The growth of new media is fundamentally driven by the desire of people and families to improve their lives.
Scope of this report
- Extensive quantitative insights from leading industry sources regarding the evolution of media usage.
- Coverage of leading consumer packaged good firms' use of media and reported measured results.
- Insights into the motivations behind consumers' usage of new media.
- Detailed action points offering practical strategies and examples of recent innovative marketing campaigns.
Research and analysis highlights
According to the Online Publishers' Association, 76% of all consumers in the US and Western Europe have access to the Web on their mobile device, and one third (32%) use it. Reacting to new media channels can be daunting but the easiest way to approach new media is to think how your brand can help people to improve their lives.
Some 40% of 14-24 year olds in a selection of countries around the world said that they found it easier to make new friends using the Internet. Globally the average 14-24 year old now has 86 people in their social networking community.
The share of US visitors who arrived at consumer packaged goods websites between February and April 2007 via search was: 60% for baby care products; 47% for food products; 27% for personal care products; and 23% for household cleaning products.
Key reasons to read this report
- Identify how media consumption is developing between new and old media and the trends and needs underpinning these changes.
- Understand the motivations and needs of diverse consumer segments and existing best practice and difficulties in targeting these segments.
- Explore innovative usage of new media globally and action points that highlight existing best practice in communication strategies.
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