MEDIA: Digital boosts media spend

UK consumers will spend an extra pounds 400m on media brands and services in 1999, according to a new report by the Henley Centre.

UK consumers will spend an extra pounds 400m on media brands and

services in 1999, according to a new report by the Henley Centre.

The ’Media Futures’ report predicts the average person will spend around

pounds 450 next year on media - a rise of around pounds 8 per head. Much

of the rise is being driven by more digital choice.

In terms of consumer spend per medium, analysis suggests an extra pounds

7 will be spent on viewing per person (largely accounted for by

multi-channel and digital television), and an extra pounds 2 spent

interacting per person (this includes home computers, CD-ROMs, video

games, the internet and interactive services through digital


’Media Futures’ also predicts that time spent on media will increase by

six minutes per person per week. The analysis suggests an extra 18

minutes per person per week will be spent on listening, and 18 minutes

on interacting.

Reading will decline by six minutes per person per week, while viewing

will decline by 24 minutes.

The report says the time spent consuming media has not increased in line

with the explosion of media. The study’s findings reveal that newspapers

look set to be the media losers of the future in terms of time and money

invested by consumers, while magazines and cinema will both enjoy

increases in attention.

The TV sector, driven by digital and multi-channel TV, will do well in

terms of money spent on them by consumers but will not have any more

time given to them. In contrast, consumers will spend more time on home

computers and video games, but less money.

Books and recorded music will increase in time share but lose money

share, while radio will remain virtually constant.

Sian Davies, a director at the Henley Centre, said: ’We effectively have

a Niagara of supply and a pint pot of demand. While that demand remains

constant, media owners and content providers can only gain market share

by stealing from each other.’

The research is based on a sample of 2000 people.


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
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer