Those are remarks made by Jonathan Barnard, head of forecasting at Zenith.
I don’t question this at all, as I have long maintained that, while no medium kills another medium just like that, it is the element of “time” that we need to be concerned with.
There are only 24 hours in a day, and we have many more platforms allowing us to make choices of how we wish to spend that time.
Seducing the audience has never been more essential. We do that through content, by storytelling that becomes necessary in people’s lives, regardless of the medium in which they consume it.
Here are highlights of the Zenith report which Jonathan Barnard writes about:
“Last week we published the second edition of Zenith’s Media Consumption Forecasts, which looks at how patterns of media consumption are developing across the world. We launched this report last year because we knew that the ways people inform and entertain themselves are changing, and we wanted to look at the numbers behind the process.
“It’s no surprise to find the amount time people spend online has grown enormously. Over the last four years, internet use has grown an average of 23% a year in the UK – well ahead of the global average of 16%. This has been driven by an explosion in mobile internet use, which has grown 69% a year.
“But despite mobile’s increasing presence in our lives, we still keep up with TV dramas and reality shows so we can chat about them in the office the next day, sing along to the radio in the car, and curl up with the Sunday papers. The way we consume media is evolving, but traditional media is far from extinct.
Read more about it: