United Kingdom much more connected, but marketing should still be spread

Lower costs are driving UK citizens to the Internet and to their mobile phones, reports Ofcom. Compared to 2002, the average time spent online was up 158% to about 36 minutes per day. Time spent on the mobile phone (almost 4 minutes per day) was up 58%. ‘Time spent watching TV was down 4% at 3 hours and 36 minutes, listening to radio was down 2% at 2 hours and 50 minutes and time spent on a fixed line phone was down 8% at 7 minutes.’ The average spend on communications dropped, however, with about 1.47% to £92.65.

eMarketer reports today that Return on Investment for online campaigns is experienced by advertisers worldwide as much higher than the ROI of traditional media. The following graph from eMarketer is based on a research by SEMPO.

It’s important to see this in the right light: figures like these do not mean we should all move to the (mobile) Internet at once, abandoning all other communication channels. Like we said before, a marketing campaign is most effective when it is spread across various media. Marketers should keep this in mind when allocating a budget. In any sense, television, phones, radio and Internet will eventually merge into one medium that will be accessible from anywhere. And the only choice for advertisers will be on which functions of this ‘Supernet’ to advertise.

This entry was posted on Tuesday, August 28th, 2007 at 12:57 am and is filed under Other Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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