A new report from Media-Screen says that US broadband users are spending 48% (approximately one hour and 40 minutes) of their spare time online in a typical weekday, with the trend increasing across all age groups.
Additionally, the report entitled Netpop | Play, finds that when users are online, 54% of that time is spent accessing activities related to entertainment and communication.
Josh Crandall, managing director of Media-Screen, said: “Users’ ability to ‘pull’ information and content associated with their favourite genre, artist or title changes the marketing game from gross ratings points to access and advocacy.
“Many broadband consumers go online for entertainment, and to talk about entertainment with other fans. Marketers need to leverage that interest and focus on catalysing a conversation now, instead of just talking to their fans via traditional advertising channels.”
The Netpop | Play report shows how online entertainment consumption is dramatically affecting conventional marketing and advertising channels and what this means for those in the industry.
For example, search engines and social networking sites are gaining in popularity, influencing an equal number of people as magazines and newspapers.
eMarketer recently increased its estimate of US ad spending on social networks to $900 million in 2007 (see Ofcom Plans New Public Service Channel To Rival BBC).
The Netpop | Play report adds that 48% of younger users say they learn about new entertainment through user generated content sites (eg community, review and video sharing sites, blogs); by contrast, only 25% say they learn about new entertainment through television.
Crandall added: “Currently, the proportion of advertising resources devoted to the internet (about 7% according to ZenithOptimedia) is nominal relative to the value it generates in interest and engagement among fans.
“We have found that consumers, on a typical weekday, spend more than 40% of their time consuming media online. As more of the population goes online and there are more marketing channels, it will be imperative for the entertainment industry to know how to effectively allocate marketing and advertising dollars.”
Recent research from Hitwise said that ‘Silver Surfers’ – those aged 55 or more – are set to overtake the 35-44s as the UK age group with the largest representation online (see Silver Surfers Boost Online Presence).
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