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BizReport : Research archives : August 08, 2007

US consumers increasingly turn to alternative media

A new study from Veronis Suhler Stevenson indicates consumers usage of media has declined for the first time in 10 years. The average consumer spent about 3,530 hours with media in 2006.

by Kristina Knight

Though media usage declined, the study indicates that communications spending increased by nearly 7% to more than $855 billion.

Why the drop in media usage? The study reveals that as more users continue to look for alternative media resources - online news hubs, blogs and RSS feeds - the use of traditional news sources like newspapers and magazines declined. Users spent about 30 minutes with broadcast or cable news programs but only about 7 minutes viewing video clips, this indicates that users are finding themselves using less media because they can view what they want in a more timely fashion.

So, while the study indicates that consumers are using fewer media resources, the fact of the matter is that they are using media more efficiently. Rather than spending a half-hour on a news program, users can log on to their favorite news and weather hubs to find the information they most want to watch or read. Consumers have also found that user-generated content is a nice way to supplement their media habits, making news sites, blogs and vlogs a great resource for online advertisers.

Tags: blogs, online media, user generated content

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