INMA_A01.QXD

Our changing media consumption

Although the importance of the Internet varies for different organisations, what all share

is changing behaviour in their stakeholder audiences whether they be prospects, cus-

tomers, media, shareholders or other partners. Each of these audiences is increasing its

consumption of Internet media (Figure 1.3) and there is a corresponding change in

buyer behaviour. Figure 1.3 shows that in the UK, the Internet is the third most con-

sumed medium following TV and radio (this figure excludes e-mail usage). During the

business day, the web is the most frequently consumed medium.

CHAPTER 1· AN INTRODUCTION TO INTERNET MARKETING

Figure 1.2An extract from the Castrol.com web site, reproduced by permission of

Castrol Limited. Any unauthorised reproduction is strictly prohibited

Figure 1.3Variation in UK media consumption in hours (bars) compared to percentage

media expenditure (diamonds)

Source: Compiled from EIAA (2005) and IAB (2005)

Media consumption (hours)

Communications media

Internet

11.27

5.80%

TV

19.19

23.60%

Radio

15.74

3.60%

Press

8.6

41.20%

Direct Mail

0

13.50%

Directories

0

6.50%

Outdoor

0

5.10% % of communications spend

0

50%

40%

30%

20%

10%

0%

5

10

15

20

25