A recent study conducted by the IPA (Institute of Practitioners in Advertising) has shed light on the changing landscape of media consumption among commercial media. The study found that traditional channels such as TV, radio, and print are still important for reaching consumers, but digital media has been steadily increasing in popularity. According to the study, 64% of all commercial media consumption is now done through digital channels, up from 56% in 2015.
The rise of digital media has had a significant impact on how brands reach their target audience. The study found that consumers are increasingly using multiple devices to consume media, with the average person now using four different devices throughout the day. This means that brands need to have a strong digital presence in order to effectively reach consumers where they are spending their time. Additionally, the study found that consumers are more likely to trust advertising on digital platforms compared to traditional channels, highlighting the importance of incorporating digital media into marketing strategies.
One of the key findings of the study was the importance of mobile devices in media consumption. Mobile now accounts for 28% of all commercial media consumption, making it a crucial channel for brands looking to connect with consumers on the go. The study also found that social media plays a significant role in how consumers engage with brands, with 87% of consumers using social media as part of their daily media consumption.
Despite the increasing popularity of digital media, traditional channels such as TV and radio still hold sway with consumers. The study found that TV remains the most popular channel for commercial media consumption, with 45% of all media consumption happening through this channel. Radio also remains a strong medium, accounting for 15% of all commercial media consumption.
It’s clear from the study that brands need to have a balanced approach to media consumption in order to effectively reach consumers. While digital media is growing in importance, traditional channels still play a vital role in reaching a broad audience. By incorporating a mix of digital and traditional channels into their marketing strategies, brands can ensure they are reaching consumers in the most effective way possible.
Overall, the IPA study highlights the changing landscape of media consumption and the importance of adapting marketing strategies to meet the needs of today’s consumers. With digital media on the rise and consumers using multiple devices throughout the day, brands need to be proactive in reaching their target audience where they are spending their time. By embracing a mix of traditional and digital channels, brands can position themselves for success in today’s rapidly evolving media landscape.
