A recent Roy Morgan paper on NZ media trends demonstrates that time spent on the internet greatly outstrips time on newspapers and magazines. 21.4% of media consumption is now on the internet, taking up an average of 12 hrs per wk (all people 14+ in NZ, April 2010). This beats newspaper at 3 hours (5.3%) and magazine 2 hrs (3.5%). Internet is still eclipsed by radio at 17 hours (30%) and television 22 hours (39%).
It is interesting that average time per week on the internet does not corroborate with actual advertising spend in 2009 detailed in the latest Advertising Standards Authority Report:
- Online gets 21.4% of time but only 10.5% of spend
- Newspaper gets 5.3% of time but 33.4% of spend
- Magazine gets 3.5% of time but 11.6% of spend
- Radio gets 30% of time but 12.6% of spend
- Television gets 39% of time but 30.6% of spend.
67% of people now have broadband access and 88% have a personal computer at home. 50% of people used internet 8+ times in the last week.
Main conclusion: a proportion of your magazine and newspaper spend could move to online. P.S. we specialise in online marketing planning if you need any help If you are planning your 2010/11 marketing budget, the full report gives some great insights. Contact us for a copy of the summary.