It may seem that digital media has already drowned out traditional media. This isn’t true, according to research by eMarketer.
Are we there yet? Has digital overtaken traditional media in terms of consumer behavior?
Not yet, but we’re getting closer, says new research from eMarketer.
“Often it seems that digital media has already drowned out traditional media. This isn’t true, according to research by eMarketer on adult consumer habits,” notes this article from FIPP.
“The digital tipping point hasn’t been reached yet and traditional media will only be overtaken measured in time spent in 2018. Only then will adults on average consume a little more time with digital media than they do with traditional media.”
The data is clearly shown on their Chart of the Week: the digital tipping point, and shows that right now, adults spend 382 minutes each day with traditional media, versus 343 on digital.
Will the tipping point be a massive shift in how we consume? Or will human nature and the desire for authentic connection and deep engagement keep us siding on the side of traditional media? The average consumer is suffering from content shock; this could be the one thing that prevents us from actually reaching, or going past, the tipping point.
Are we there yet? No.
Will we ever get there? That’s the real question.