Press down but not out

Today, especially if you’re in marketing and/or advertising, being internet savvy is taken for granted.

Do you know anyone who doesn’t pin photos, tweet, have Facebook friends, a Google+ account or isn't on Linkedin?

Well, judging by this request not everyone is up to speed with what’s happening online: “How to make the shift from traditional marketing to digital marketing? Any inputs?”

It was posted on Linkedin and to date it has received 80 comments. Mine included.

But then I read an interesting post on marketingcharts.com, headlined: “Newspapers Still as Popular as SocNets in the US.”

It found that newspapers remain just as popular among Americans as social networks, according to a recent KPMG International survey. In January 2013, 58% of US respondents read a newspaper, while 57% visited a social networking site or blogging site.

We all know that marketers are shifting more and more of their ad budgets to digital media – that’s a no brainer.

Or is it? 88% of the survey respondents watched TV in the month prior, and 74% listened to the radio.

On the other hand, Facebook reported that it had 618 million daily active users worldwide in December 2012 while a Nielson report found that Americans aged two and older spend on average more than four hours a day watching TV.

The KPMG study also found that while consumers shared their time evenly between traditional and digital media, they spend more money on traditional media (mainly TV/video) than digital media.

So before you knock press out of your media schedule, remember there are still huge numbers out there who consume traditional media.

And if you need proof, 108.4 million viewers watched Super Bowl 2013 according to Nielson.

Research conducted by YouGov Plc on behalf of KPMG International gathered the views of 9,000 consumers across nine markets: Australia, Brazil, Canada, China, Germany, Singapore, Spain, the UK and the US.