What Is Happening to Media Consumption?

TV is still the most used media channel for people to get their news updates but what was a very strong position several years ago is almost static in growth terms and soon to be overtaken by the Internet as the leading media channel for news information.

The interesting observation is that it is very much a source used to access traditional sources such as streamed radio, press and TV content.

It is a similar story for News commentary, analysis or opinion as TV has been the strongest channel used by consumers but is not showing the strength of growth that the Internet and mobile phones are in this sector.

The internet is clearly proving itself as an emerging media channel that being used more and more by consumers for a reasonable length of time.

It is a similar story for consumer access to entertainment and sports news with TV and print traditionally taking the greater share of usage, but it is the New Media channels showing strong growth.

It is within the entertainment news area that mobile technology is proving itself as a serious threat to traditional media. Consumers clearly want to be kept up to date on the go with the latest celebrity gossip and this need is being satisfied by the use of the Internet and mobile phones.

Sports results are also an interesting area as they are driven by the fact that they have specific points in time when the latest information is available and consumers will be very aware at what point of the day the latest results will be available. Consumers clearly can no longer wait for timed summary programmes through traditional channels to push content out, they now go in search of the information that is relevant to them and they want it as soon as they know it will be available.

Film and TV shows differ as they have fewer options in terms of how consumers can access them, they are not appropriate for Press or Radio channels. It is no surprise that TV has dominated this space for years but it is the Internet again that is showing growth in terms of usage. Whilst mobile has a relatively low level of usage it is a channel that is showing growth.

It is clear to see that the balance of power is shifting from the traditional “push” media channels, particularly television, to the new easy access channels that carry up to the minute information updates that consumers can go to at any time of the day from pretty much anywhere they are to pull short bursts of information that is relevant to them. They effectively choose that information they want to receive and go looking for it at their convenience. It is this change in media consumption that is affecting the whole media landscape.