Study: More Small, Medium Biz Using Digital/Online Advertising
August 21, 2009 at 4:37 AM (PT)
A study by THE KELSEY GROUP shows use of digital/online media exceeding that of traditional media among small and medium-sized business advertisers for the first time. The Local Commerce Monitor study, conducted with research partner CONSTAT, showed an increase in penetration of digital/online media from 73% in AUGUST 2008 to 77% this year. Penetration of traditional media decreased from 74% to 69%. Penetration shows usage of media and does not indicated the amount of money being spent.
"We have been tracking the trend of digital/online media replacing traditional media over four waves of the Local Commerce Monitor study," said THE KELSEY GROUP Dir./Research STEVE MARSHALL. "The milestone of digital/online surpassing traditional media among SMBs (small and medium-sized businesses) is an indicator of the broad shift to online platforms."
The study also showed a 23.5% decrease in overall ad spending by SMBs, based on the poor economy and shift to lower-cost media.
Spending on digital/online has increased from 22% to 36.8% as a percentage of overall ad spending.