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BizReport : Advertising archives : February 21, 2011

Brits prefer printed mags and ads to digital alternatives

Deloitte's most recent Media Democracy survey into the media habits of British consumers reveals printed magazines and advertising are much preferred to digital alternatives.

by Helen Leggatt

deloitte.gifThe report found that 60% of British consumers prefer to read printed versions of magazines despite the same content being available online. That figure is down from 76% in 2009.

Could it be that preferences are based on ad content in digital offerings? Perhaps.

Deloitte found that 64% of Brits found any type of Internet advertising more intrusive than print ads. So much so that over a quarter (26%) would be prepared to pay for online content if it meant it was ad-free.

Consumer magazine circulation figures for the second half of 2010 show the UK market for print consumer magazine titles is still in decline overall (4.1%). However, a few titles did manage to grow their sales.

British consumers spend around 69.7 hours each week consuming various types of media. Watching television continues to be the biggest suck on time with people spending 16.3 hours in an average week in front of the box while 8.7 hours each week are spent online and five hours a day listening to the radio.

"Consumers of all ages enjoy reading printed magazines, with 57% saying magazine adverts were among the three most influential forms of advertising - making magazines the third most popular format behind TV (78%) and newspapers (58%)," said Deloitte media consultant Andrew Haughton.

"However, both media owners and advertisers have to think very carefully about the opportunities and challenges of innovative technology. The threat of cannibalizing existing revenues has to be balanced against new growth areas. Fundamentally, we are in a period of transition and experimentation, and no-one knows how far that will take us."

Tags: advertising, digital, Internet, print advertising

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