CREWINC

Fish Where The Fish Are

In Strategy on September 26, 2009 at 3:30 am

onlineadvOh how slow we are to change our habits! Jupiter Research documented – in 2007 – a clear picture of how consumer behavior has shifted, indicating the gap between consumer habits and ad spending. Here we are 2 years later and the gap is still very present. In fact, if the difficult economy had not set in, I would bet many businesses who have changed their habits to match, would not have.

Consumers report watching less than 11 hours of TV per week, yet advertisers still spend 22% of their budgets on TV ads! Newspaper is worse – consumers spend 1 hour a week reading newspapers, yet, through force of habit, advertisers still spend 15% of their budgets advertising in newspapers. Hello.

The fish have moved. Come on marketers – fish where the fish are.

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