VSS: Consumers Shift to Digital Media

From Mediaweek, Katy Bachman reports:

For the first time in a decade, consumers spent less time with media last year than they did in 2005, according to a study released Tuesday by Veronis Suhler Stevenson. Media usage per person declined 0.5 percent to 3,530 hours driven by “the continued migration of consumers to digital alternatives for news, information, and entertainment,” the study concluded.

“We are in the midst of a major shift in the media landscape that is being fueled by changes in technology, end-user behaviors and the response by brand marketers and communications companies,” said James Rutherfurd, executive vp and managing director at VSS. “We expect these shifts to continue over the next five years, as time and place shifting accelerate while consumers and businesses utilize more digital media alternatives, strengthening the new media pull model at the expense of the traditional media push models,” Rutherford said. Read more here.