Goldbach Group: Use of electronic media declines during Olympics
The third comparative survey of the Goldbach Group's Electronic Footprint Study depicts the user behavior of consumers with regard to electronic media and online activities during the 2012 Summer Olympics in London. Compared to the last survey conducted during the European Football Championships in June of this year, there was a decline in the use of all electronic media.
Vacations, good weather and perhaps also personal sporting activities competed with the use of electronic media during this year's Summer Olympics. This is the conclusion drawn from the results of the latest comparative survey, according to a Goldbach Group press release. Across all target groups, the use of electronic media declined during the Summer Olympics compared to the European Football Championships. Television consumption fell by 2.9 percentage points overall, with a slight increase of 1.5 percentage points recorded only in the 18 to 39 age group.
A similar picture emerges for Internet TV. Only Wilmaa was able to maintain the usage level of 31.3% achieved during the European Football Championship, Teleboy lost around 11 percentage points and Zattoo recorded a decline of a full 20 percentage points. Online reading of newspapers and magazines also fell by 3.5 percentage points, with the exception of men, who increased their electronic reading consumption by 4.6 percentage points. Radio use was a full 5.4 percentage points lower than in the same period of the previous year. There was also significantly less online activity.
Following the increase during the European Football Championship, social media fell again by 2.9 percentage points. Access to search engines fell by 6.3 percentage points and online shopping also lost 1.9 percentage points. Detailed results of the Electronic Footprint study and the latest data for TV, radio, teletext, ad screen, internet TV, performance marketing, in-game advertising and mobile marketing: www.goldbachgroup.com.
