A breakdown of the time audiences spend consuming major media, showing trends from 2009-2012. Chart courtesy of eMarketer.com.
Are people still tuning in to radio and TV in big numbers? How much is mobile and online usage really growing?
Every year, the CJRW team puts together a “State of the Media” report for our clients in order to provide an overview of current trends in the media industry and educated predictions for the future. Our staff of media experts constantly analyze articles and reports from across the industry to ensure that we continue to invest client budgets in the most effective and cost-efficient media channels possible, and to ensure the best possible results from marketing plans.
This year, as with the past few, the data show a changing landscape, but one in which television and other “traditional” media still wield powerful influence.
This year’s findings reveal that:
- Media technology and consumer consumption patterns have changed considerably over not only the last decade but also the last few years.
- Seventy-nine percent of adults now use the Internet as opposed to 46 percent in 2000.
- In 2004, Facebook and Twitter did not exist. They now have over one billion and 500 million active users, respectively.
- In 2006, 89 percent of television content was viewed live. That figure has decreased to 85 percent in 2012.
- Digital Video Recorder (DVR) usage has increased from just under two percent of TV viewing time to eight percent in the last five years.
- Twenty-three percent of consumers wanted to be able to download their books, magazines, and newspapers to a digital device in 2007. Now 36 percent express interest in this digital option.
- In 2009, only 28 percent of Americans reported streaming a movie. That has increased to 42 percent in 2012.
- Fourteen percent of people now consider streaming a movie to their computer or television as their favorite way of watching a movie compared to four percent in 2009.
- Thirty-seven percent of consumers use GPS for directions in 2012 compared to 22 percent in 2009.
- Smartphone penetration is now between 48 and 50 percent. Penetration was 30 percent in late 2010.