It is striking that of the countries where the Deep Dive respondents are located, Great Britain is leading in the use of smartphones and tablets. Of the British affluent, 80% have a smartphone and almost half (47%) have a tablet. In Germany, France and Italy, these figures are 57% and 31% respectively.
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Despite the enormous increase in use, digital media are not necessarily replacing ukraine mobile phone number list traditional platforms. Two-thirds of affluent respondents read the paper version of a newspaper or magazine during the week. At the weekend, this is almost 75%. Watching television via the television screen is also still common (94%). The question is of course whether traditional media are still consumed with the same intensity, because in addition, the smartphone is always on and the tablet is at home in the living room. These digital platforms are consumed anytime, anywhere .
Media use is fragmenting
The reach of international media brands is becoming more and more fragmented across the increasing number of available channels. The good news is that brands are still able to engage their audience and that digital platforms provide a clear additional reach. In order to optimally benefit from the additional reach and perhaps also from the additional functions and experience, it is wise for media brands to be active on multiple channels, if not all channels.
Photo intro courtesy of Fotolia.