NetPop: Consumers go online for entertainment news

Pop culture is a crazy, revenue driving machine but did you know that those addicted to pop culture turn to the Internet first for their entertainment news? According to a new report from NetPop, 36% of time spent with entertainment is spent via computer.

by Kristina Knight

Especially for younger consumers (aged 13 - 34 years), online portals are their primary resource for entertainment content and news. On average, 60% of these consumers engage with online entertainment each week, spending more than 70 minutes each day on "communitainment" activities through social platforms. They are talking on message boards about a favorite show, blogging about a new album release or telling friends about a new movie.

Also, consumers are listening to audio files (30%), watching video content (48%) or reading print content (37%).

“Increasingly, the medium is no longer the message for entertainment content.” said Josh Crandall, managing director of Media-Screen LLC, the creator of Netpop. “With content set free, marketers and advertisers need to think beyond the medium, beyond the device, to capture eyeballs in a meaningful way.”

What this indicates is that marketers need to really begin looking into product placements and sponsorships related to entertainment activities. With so many consumers logging on to the Internet for entertainment news, television shows and CD releases, it makes sense for marketers to have their products in those outlets as well.