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Consumers Driving Changes in the Advertising Media Mix

(Weymouth, MA; Luton, UK) January 11, 2010 . . . The advertising market is undergoing a rapid transformation due to the rise of new media channels such as the Internet, digital television, and mobile communications. As a result of these new choices, the media consumption patterns and communications preferences of consumers are changing. Likewise, when consumers change their behaviour, corporate marketers and other advertising buyers must follow to keep reaching their intended audiences. In turn this has a profound impact on the printing industry as large volumes of print products are advertising driven.

From a consumer perspective, the shift toward online advertising is caused by adoption of electronic communications, end-user engagements in the content creation process, and the emergence of new communication channels. This has opened up the playing field and allowed new forms of advertising to emerge and advertising spending on electronic media to grow rapidly. Data shows that Internet advertising grew by more than 40% annually in the past 5 years.

Even so, advertisers need to consider how receptive consumers are toward advertising and how their media consumption is changing. InfoTrends’ research shows that only one out of the five consumers has a positive attitude toward advertising. There are also differences in the types of channel, as consumers with negative attitudes toward advertising rank print and magazine ads significantly better than advertising in direct mail, e-mail, and text messaging. While younger consumers have a slightly greater bias toward e-media, the shift is more gradual than disruptive; however, there are significant changes in the attitudes by country.

Ralf Schlozer, a Director at InfoTrends, commented, “The arrival of new media channels presents a challenge for print service providers, who need to find ways of making print stand out in the new marketing mix. Still, it is reassuring that print is still a favourite media for many and the only tolerated marketing channel for some.”

To gain a better understanding of the dynamics at work, InfoTrends has polled over 1,300 European consumers from five countries across Europe, and has complemented those insights with the latest figures on European advertising expenditures in a report entitled Consumer Media Preferences in Advertising. This analysis includes an assessment of the size of the advertising market, the changes in advertising spending, and market drivers. The consumer research includes media consumption trends, attitudes towards advertising channels, preferences on direct mail and personalization. The report also provides recommendations on how to develop strategies to position print in a world where communications are increasingly produced electronically and online.

For more information or to purchase this report, please visit our online store or contact Jennie Lewis at + or e-mail .

InfoTrends, a Questex company, is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends is available on the Web at www.infotrends.com.

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