The Data Digest: Cross-Channel Media Usage

Reineke Reitsma

Throughout the past 12 years of our Technographics® surveys, we’ve observed digital technology’s role in consumers’ lives increasing steadily.

Today, technologies like PCs and mobile phones, which were once reserved for the most well-heeled tech freaks, are in three-quarters of US households. For media consumption, however, new formats don't necessarily replace old ones. Our Technographics data shows that while new media sources occupy more of young consumers’ time, it’s the traditional media sources that continue to maintain popularity across both younger and older consumer groups.

This continued reliance on traditional media explains why cross-channel media adoption is still seeing slow growth. The Weather Channel leads this race, as it did in previous years, with one-quarter of respondents indicating they both watch The Weather Channel and log in online.

My colleague Jackie Anderson is very busy at the moment analyzing and writing an update to our annual State Of Consumers And Technology Benchmark report that covers topics such as the one mentioned above. When it's published, we'll share some updated numbers. Hint: Some others in the list have done a good job in the past year of engaging people across channels!