Recent trends certainly indicate that digital media and advertising consumption is growing, while everything else is shrinking. But what does that mean for traditional media channels?
According to Business Insider, the average person watching TV is aged between 62-64. With only around 15% of 16-24-year-olds claiming to regularly sit in front of the box. Meanwhile, the latter are checking their phones every 10 minutes and keep them within reach 24 hours a day. I know I don't quite fit into either age bracket, but I find myself watching less and less TV. When I do I normally pop something on while I eat. And most of the time I end up sitting through adverts, finishing my meal just in time for the show to start or continue.
Today's young generation are true digital natives. Constantly online - streaming content, communicating with friends, and playing Call Of Duty. They have no interest in sitting in front of the TV. They 'watch' Youtube for fuck sake. And when they do watch an actual programme they're more likely to stream it with mates on sharing sites such as watch2gether.com. God forbid watching something alone.
This doesn't mean that TV is dead. It's currently just finding its niche. Much like radio and print have. It just so happens that its niche is old folks out of touch with technology. Does that mean a few generations down the line, the need for TV will be obsolete? Only time will tell.
As for outdoor media, we've already seen poster sites becoming interactive, whether that’s a billboard you can sync with your phone or a bus shelter that’s a touch screen. The traditional poster sites are slowly but surely adapting, guaranteeing them a place in the future.
Make no mistake, interactive content will soon inherit the earth. And, if traditional media doesn't keep up...it'll soon become history.
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