The Melding Media Landscape: Digital vs. Traditional Media Usage Trends

The lines between digital and traditional media channels are increasing blurring and audiences are more fragmented than ever before, according to the third annual Media Myths & Realities survey of 1,500 consumers from the US, UK and Brazil.

Overall media usage highlights:

• National newspapers are key info sources in the UK and Brazil.
• Blogs are gaining traction in the US and Brazil.
• Cable network news is growing in importance.
• Shopping sites are information destinations.
• Magazines are winners in Brazil.

Here are the country-by-country key findings:

United States

• The lines between media channels are blurring.
• Search engines are more important than ever.
• Word-of-mouth is critical.

United Kingdom

• Big media brands count more than ever in a Web 2.0 world.
• Search engines are their own news brands.
• Local newspapers present broad opportunities.

Brazil

• Brazilians are avid consumers of information.
• Search rules.

Survey Methodology:

The study was conducted in late 2008 by Ketchum Communications and USC Annenberg. The survey compares the media usage habits of 1,000 adult Americans; in the U.K. and Brazil, a total of 500 consumers were surveyed.

Sources: Ketchum, Seeking Alpha