According to the Global WebIndex's media consumption report, a person spends an average of 6 hours per day on the Internet, 2 hours of which are on mobile internet usage. The time spent on digital media contrasts greatly with an average of 2 hours per day of traditional television (of which online television now captures 0.75 hours on average).
Media consumption is greatly impacted by the age factor. The demographic of those between the ages of 16 to 24 spend approximately 7.5 hours per day online, and a whopping 43% of online time is being represented by the time spent on their mobiles. There is a great margin of that age group as compared to the older age group. Despite the difference though, the demographic for people aged 55 to 64 still spend a substantial amount (over four hours a day) on the Internet, and 14% of that time is attributed to mobile Internet usage.
For many marketing products who target the masses, they make use of television, outdoor, press and radio as traditional mediums due to a low cost-per-acquisition.
Which is better for a business?
Both digital and traditional media are valuable, but their successes depends on the setting of the media, audience type and the display of the content.
While traditional media such as television commercials, journalistic articles and newspapers are still widely used today, they are definitely not as effective and successful as before. The medium of tradition media is failing to penetrate the daily lives of people today who are seen to be more increasingly selective about the type of media that they choose to expose themselves to. With the sudden rampant use of the Internet and smartphones, people would select themselves what applications and web pages deliver content to them.
Digital media has been in the developing stage for approximately 15 years, but many marketing agents have seen its potential, and are choosing to utilise it over traditional media. Digital media is expanding with the domination of the Internet today. It is the major factor in content marketing and inbound marketing - strategies which can improve the cultivation and profitability of the business.
In conclusion, why not have the best of both worlds?
Traditional marketing mediums, despite the dip in effectiveness today, can be made more powerful when used together with digital marketing methods – an impactful website and penetrative social media outlets.
Some consumers have been reported to be as much as 70 percent complete with the decision-making process before reaching out to a vendor for advice on purchasing a product. This proves that the information provided on digital platforms need to be easily accessible for consumers, since that is their preferred first outlet of consumption, rather than traditional marketing mediums such as the physical shop itself.