iMedia Connection Blog

In a world of continuous, always-on media consumption and endless media hype, most marketers think they know what consumers like, what consumers use most and how often consumers are engaged with different media channels. Yet every-so-often new data challenges our assumptions.
That's case with L.E.K. Consulting's 2009 Media Consumption Survey, an online survey of 2000+ households, conducted in December 2009, that addressed media use in 28 media types. This study sought to identify changes in media consumption habits, find opportunities in new media and cast light on how the recession has affected media consumption. The data and the implications weren't what I expected and made me think.
Here's quick summary:
Channels Cross-Pollinate. Thirty-eight percent of consumers said they'd pay an extra fee to get content from cable channels on their computers or on their smart phones. This data validates the "content is king" notion and supports the business strategies driving Yahoo, Google and others. It also implies that marketers should orchestrate and integrate campaigns across channels and that video-to-go will soon become a common expectation which will dramatically increase demand for portable bandwidth.
Radio isn't Dead It's Gone Online. One third of respondents listen to Internet radio services for 5.8 hours each week;... Read more