The Kantar DIMENSION report is an analysis of 5,213 connected adults (ages 18+) across the U.S., Brazil, China, France and the UK. Connected adults in this study are defined as those who have access to the internet via both a PC/laptop (at home or work) and a personally owned smartphone or tablet.
According to the survey, traditional media isn’t going away. Indeed, almost half of the “connected adults” we surveyed stated that while they access online media forms at least once a day, they are also reading, viewing and listening to media via their established formats.
97% reported that they watch TV on a TV set, mirroring the dominance of the established format that is observed repeatedly in audience measurement studies all over the world. This is not to suggest that our sample never view TV on any other device. 73% of them say they view TV online and 70% of them do so via a mobile device, but they also still access the medium through the TV set. It’s an ‘and’ not an ‘or’.
Print tells a similar ‘and’ story. 83% say they read news and articles in printed newspapers, while 84% read magazines in print.
These consumers are however also accessing news and articles online. Indeed, 93% read articles online and 84% on mobile devices – an indication of the ubiquity of smartphones and of their growing importance to advertisers.
71% of consumers surveyed agree that they sometimes see the same ad over and over again and that it gets too repetitive. In the U.S. specifically, 27% say they always use ad blocker software.
In comparison, 75% of those surveyed had positive attitudes towards offline advertising – agreeing that they like it generally and it can be enjoyable. 80% of the connected adults surveyed say they tolerate or generally like ads within printed newspapers.