Según un estudio de J.P. Morgan titulado Nothing But Net los consumidores cada vez pasan más tiempo navegando por Internet, tanto es así que el 38% del tiempo dedicado a medios de comunicación se pasa en la Red. Otro medio de comunicación popular es, cómo no, la televisión, a la que dedicamos un 37% de nuestro tiempo.
El 8% y el 7% corresponde a los periódicos y a las revistas, respectivamente. A pesar del auge de la red de redes en la sociedad los anunciantes sólo destinan el 8% de su presupuesto a los medios digitales, sin embargo, el gasto publicitario en periódicos representa el 20% del presupuesto de los anunciantes.
Lógicamente la mayor inversión publicitaria se destina a la televisión con un 32% del presupuesto de los anunciantes. Debido a que la oferta de contenidos en la Red está creciendo en los últimos años se recomienda que los anunciantes apuesten por este medio, de hecho se pronostica un aumento del mercado publicitario en Internet del 11% antes de 2011.
Según señala el estudio la clave del éxito en este sector es la diferenciación, ya que los anunciantes van a empezar a pagar no por tener más audiencia sino por la atención de usuarios específicos para sus anuncios.
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