Recession and free media expansion impact further on media consumption patterns, research shows

The research, conducted by The7Stars, reveals the extent of the economic downturn's impact on consumers' media consumption. Of those asked, 46% said they would stop buying their current newspaper if its price increased.

In addition, three-quarters of consumers think "big, expensive TV ads" are wasteful in the current climate.

The study questioned 700 members of the public on how the recession was affecting them.

Will Phipps, head of planning at The7Stars, said: "We found that younger audiences had much less of a problem with expensive ads, while older audiences were more cynical. Brands need to think about how they target their audiences."

Jenny Biggam, founding partner at The7Stars, added: "There is a huge debate over whether consumers should be paying for media and newspapers. In the last five to 10 years, consumers have become more motivated towards free media.

"Media companies like newspapers and television, already suffering from a downturn in advertising, need to understand this new reality and make sure they engage their audience."

Phipps added:" It is important for companies to be testing different models - they can't just rely 100% on ad revenue or 100% on sales."