Internet Tops Newspapers In Terms Of Media Consumption
People spend more time using the internet than reading newspapers or magazines in the average week, according to research carried out by internet service provider Freeserve.
The study, which aims to help media planners get the most out of their online advertising campaigns, shows that the internet, with a 12% share, is the third most consumed type of media, behind TV (58%) and radio (25%), and ahead of newspapers (4%) and magazines (25%).
According to qualitative research commissioned by Freeserve, the internet is more versatile than traditional media in appealing to different consumer mind-sets and as such should be used more creatively by advertisers.
The research separates internet users into six distinct groups ranging from the anti-advertising ‘media functionalists’ to the media friendly ‘information addicts’. It also suggests that different online advertising formats should be used to target different groups.
Freeserve’s advertising sales director, Caroline Pathy, said: “The research shows that online advertising is not just about click and I’ll flog you something. It is about thinking strategically and using the web more creatively.”
She added: “Online is often added to an advertising campaign as an afterthought. Our aim is to pull online planning into the media mix, whilst helping brands to get the most from their campaigns.”
The latest figures from the IAB show that total online advertising spend increased by 7.1% year on year during 2001 to £165.7m. The figures show that the industry experienced “clear growth” during 2001 despite a depressed economic landscape and recessionary behaviour in the advertising market (see Online Adspend Shows Growth Despite Tough 2001).
Freeserve: 0845 070 0066 www.freeserve.co.uk
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