People still spend marginally more time offline than online. However, 70 percent feel the choice of digital content is wider, and more than half say they have greater access to online media. Nevertheless, consumers continue to devote a higher proportion of their monthly expenditure to traditional media – particularly to TV/video and live events.
For every type of digital media, more respondents increased their spend than decreased it. In contrast, certain types of old media saw a net decrease in expenditure, namely packaged forms like CDs, DVDs, and video games.
However, in Canada, both mobile and tablets are starting to emerge as a preferred way to watch TV, 13 percent and 8 percent respectively. While this is behind the global rate of 20 percent and 17 percent, there is a growing preference for streaming TV and video online, and the next generation of consumers will seek a more mobile TV experience.
Television is no longer a single experience as ‘digital multi-taskers’ interact with tablets and smartphones while simultaneously watching TV. Media companies may attempt to tap into these ‘second (and third) screens' through social media, but such integration is only partial, and consumers’ attention is diverted away from the ads that fund most traditional broadcast content.