Coach Potatoes Surf Web, Not TV Channels — Market Accordingly
ADOTAS — Want to take a break, kick back, chill out? Chances are, like most consumers, you’ll turn to the net, not the boob tube for a little down time.
IDC’s study of online behavior found that people spend about half of their weekly media time budget online: 32.7 hours on average. In contrast, consumers spend about 16.4 hours watching TV and a paltry 3.9 hours reading newspapers and magazines.
That’s a serious spike: just two years ago, JupiterResearch found that Internet users spent about 14 hours online, about the same time they spent watching TV. Savvy advertisers and marketers take heed!
One caveat: people are creatures of habit. The data shows that consumers tend to use the media they grew up with. The older the respondent, the more time they spent in front of the small screen or with papers.
So what do typical consumers do online anyway? Search engines are the most popular destinations (84%), while mapping services (83%), personal research (77%) and emailing (76%) are also strong favorites.
Capitalizing on consumer’s online habits is key. “The Internet is the most heavily used medium in the United States. Users spend almost twice as much time using the Internet as they do watching TV,” said Karsten Weide, IDC’s program director, Digital Media and Entertainment. “And we will see marketers move money out of broadcast TV and into Internet video advertising.”
IDC provides market intelligence, advisory services and event for technology, telecommunications and consumer technology markets.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
Features
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
- Video: “Build an SEO Foundation” Excerpt February 8th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- With gTLDs, Global Branding Starts with a Name – ADOTAS | ShopComs.com: [...] With gTLDs, Global Branding Starts with a NameADOTASADOTAS – It's no longer important how
- Domain Outlook : Latest Domain News » Blog Archive » With gTLDs, Global Branding Starts with a Name - ADOTAS: [...] With gTLDs, Global Branding Starts with a NameADOTASADOTAS – It's no longer important how
- With gTLDs, Global Branding Starts with a Name: [...] and Microsoft have little to worry about over names like UnitedThis and UnitedThat. The
- ReTargeter » Attacking Bad Banners: Inaugural Edition: [...] between 0.01% to 0.1%. Even with retargeted ads, which tend to have clickthrough rates