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

LONDON - More than a quarter of consumers plan to reduce or cancel their satellite or cable TV subscriptions, according to the research, up from 15% six months ago.

Going down: recession is impacting further on media consumption patterns
Going down: recession is impacting further on media consumption patterns

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."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Media business rankings

Media business rankings

31 October: Havas Media wins Telefónica account.

Share
My sensors detect an Internet of Stupid Things
Share
All eyes on the next billion smartphones

All eyes on the next billion smartphones

Big news from the Ig Nobel Prizes this year as one winner explains why banana skins are slippery.

Share

Get news by email