Online takes second place in media time behind TV
Today the Internet Advertising Bureau (UK) gave its members access to the full stats for its ad spend study – the one that hit the headlines yesterday for showing that the UK was the first market where online had overtaken TV spend.
Most of the presentation obviously looks at ad trends in more detail, but the one stat that jumped out at me was the one looking at the share of consumer media time.
I’ve in the past talked about the fact that, the raw numbers of users aside, 88% of newspaper reading time is in print, and only 12% online. The IAB study provides a counterpoint in showing that for Internet users – and that’s 3/4 of the population – online is second to TV in terms of media time, 35% to 29% during week days.
By comparison, print (newspapers and magazines) has an 11% market share during the week, while radio holds up well with 25%.
What this shows is that online media and online newspapers are most definitely not one and the same. Indeed, as previous research in the US has shown, most Internet surfers do not read online newspapers.
Secondly, it obviously doesn’t take into the fact that online and TV media time is blending into one, with according to OFCOM, 36% of us surfing the net and watching TV at the same time.
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I'm surprised how little the internet figure drops at weekends. Being away from work computers would have had a bigger (relative and absolute) effect I'd have thought.