This hardly comes as a surprise but, if this report by Ofcom on media usage published last week is to be believed, then the falling attention of users towards newspapers and TV is not going to stop any time soon. As eyeballs shift to digital media and smartphone and tablet content consumption continues to grow unabated, old media is increasingly being marginalized.
Ofcom researchers asked consumers which media (Newspapers, Radio, Web, TV, Mobile) they would miss the most, then segmented the results by age. Newspapers don’t even seem to be on the radar of those under 35 and only 13% of 16-24 year olds claimed that they would miss TV the most. As is clear from the below chart, this shift to digital is very much generational. It may be be just the beginning, but it is clear that digital consumers are slowly but surely taking over the most coveted media demographics.
While the results don’t come as much of a surprise, it should cement the need for players in this space to urgently look at their long term strategy if they have not already done so.
