There is little doubt that the arrival of the web has made a great difference to people’s lives and a new study from GartnerG2 has found evidence that offline activities are losing their appeal as a result.
The report,
Internet and E-mail: Changing Traditional Media Consumption, found that 20% of web users watch television less than they did before going online. A similar percentage said that they read newspapers less regularly.
Approximately 18% of users said that they now visit the cinema on fewer occasions while 15% said they watch videos and read magazines less often.
The latest findings back up a previous study from Scarborough Research which found that consumption of old media was declining in the face of the online challenge (see Forecasts). With the internet population in the midst of rapid growth, media and entertainment sectors have been warned that they will have to adapt if they are to maintain a competitive share of the audience.
“Traditional media and advertisers should take advantage of this change in consumption habits and develop internet and e-mail distribution channels and marketing plans that incorporate these behaviour changes,” said Denise Garcia, Research Director of GartnerG2.
