We track a lot of studies about how consumers are moving away from traditional media to digital but every so often we are reminded that this isn’t an either or decision, print is still important.
This chart is from an article on eMarketer.com and tells us that young people, the ones you would think would never do anything traditional, do still read newspapers.
Just to put things back in perspective, the study also found the following:
- 7 in 10 early adopter Millennials agree that they compare prices online before making a purchase. 56% agree that after researching online, they go to a physical store to purchase.
- 38% share comments about products and services on social networking sites.
So the takeaway is that if you want to reach consumers today you have to be present in both traditional and digital media. Just don’t waste too much money on traditional.