Digital media consumption versus spend $50 billion out of whack: comScore

May 18, 2011 by Dave Haynes

The digital measurement firm comScore recently released a new deck, prepped by the COO, on The Digital World. It makes absolutely no mention of digital in the context of place-based media, but is still quite interesting in terms of analyzing what’s going with digital globally.

What caught my eye:

In terms of shipments, smartphones are set to outpace shipments of desktops and laptops, combined, by the end of this year.

Media spend is out of whack with media consumption – with a lot more budget being allocated to print and TV than should happen, based on how many people are reading and watching. Meanwhile, there’s a massive gap – representing $50B globally – between digital consumption and media spend on that segment.

The research also shows:

• Social Networking is a key driver of PC and Mobile activity, but there are differences by country/region;
• Consumer behavior on multiple devices and across locations is important to understand and capture in its entirety, and brands and planners should have a device strategy as part of a campaign’s Digital Strategy;
• Online click-through rates are awful and no way to measure effectiveness (which makes me wonder a little more about the whole Pay Per Look concept for Digital OOH);
• Accurate measurement of the delivery against media plan is critical (as in Digital OOH).

It’s a free download if you register, and worth 5-10 minutes of your time.