Use of electronic media declining despite Olympics
The third comparative survey of the Goldbach Group AG's Electronic Footprint Study examines consumer usage patterns with regard to electronic media and online activities during the 2012 Summer Olympics in London.
Compared with the last survey conducted during the European soccer championships in June of this year, there was a decline in the use of all electronic media. Vacations, good weather and perhaps also the respondents' own sporting activities competed with the use of electronic media during this year's Summer Olympics. This conclusion is suggested by the results of the current comparative survey. Across all target groups, electronic media use declined during the Summer Olympics compared to the European Football Championships. Television consumption fell by 2.9 percentage points overall, with only the 18-39 age group showing a slight increase of 1.5 percentage points. A similar picture emerges for Internet TV. Only Wilmaa is able to maintain the usage level of 31.3 percent achieved during the European Soccer Championship, Teleboy loses around 11 percentage points, and Zattoo records a drop of a whole 20 percentage points. Online reading of newspapers and magazines also fell by 3.5 percentage points, with men being an exception, with an increase in their electronic reading consumption of 4.6 percentage points. Radio usage was a full 5.4 percentage points lower than in the same period last year. There was also significantly less activity on the Net. Social media fell again by 2.9 percentage points following the increase during the European soccer championships. Access to search engines fell by 6.3 percentage points, and online shopping also lost 1.9 percentage points.
