New media is not killing traditional print media, according to a new study from Fairfield Research. The US-based survey has found that the amount of time spent reading has increased in recent months.
While consumption of TV and radio dropped this year, readership of books, trade and business magazines and newspapers has increased since last year. Consumers are spending 39% more time reading magazines, 37% more time reading books and 12% more time reading newspapers.
Time spent on the internet by consumers actually decreased slightly, according to the study, and users now spend about an hour a day online, the same as 1999.
Despite a fall in audience figures, television and radio continue to be favoured amongst consumers, accounting for 41% of all media consumed in the US each day. Interactive media, including the internet, software and video games account for 26% of media use. Printed matter is worth a further 19% with pre-recorded media making up the final 14%.
All in all, the results show a “boring” year for media consumption, according to Fairfield’s CEO Gary Gabelhouse, who notes a tendency towards solidification of media behaviour. “There weren’t that many great changes in media consumption. They’re settling down. They know what they can get out of the internet now, and how that complements the other media.”
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