U.S. Consumer Media Usage Declines for the First Time in a Decade

Aug 10, 2007

For the first time since 1997, consumers spent less time with media in 2006 than they did the previous year, as media usage per person declined 0.5% to 3,530 hours, due to changing consumer behaviors and digital media efficiencies, according to exclusive data released today by Veronis Suhler Stevenson (VSS), a private equity firm.

Meanwhile, total communications spending increased 6.8% to a record $885.2 billion, as industry growth exceeded that of nominal GDP in 2006 and in the 2001-2006 period, a trend that will continue over the next five years, according to the VSS Communications Industry Forecast 2007-2011. In addition, VSS projects that Internet advertising, including pure-play websites and digital extensions of traditional media, will replace newspapers as the largest ad medium in 2011.