A recent Harrison Group study of today’s media environment has found that traditional media may be more resilient than expected in today’s fast evolving media enviornment. According to Ed Moran, director of product innovation in Deloitte’s New York office, in this report in Ad Week: “And one of the main activities online is going to a television Web site,” he said. The survey found that 46 percent of consumers do that regularly, including over half (52 percent) of all Gen Xers.
“Television is still a core activity,” Moran said. “Even though we see the expected amounts of online, text messaging, cellphone use [and] gamesâ€”consumers are doing more things, but still watching television. It is always on.”
For advertisers, this could be “both troubling and reassuring,” he said, predicting that “participatory TV,” with some level of interactivity, will become more prevalent, especially as the millennial generation grows up.”