Survey: "Traditional Media Will Struggle."
A survey of 2,620 marketing professionals by the Aquent and the American Marketing Association says 1 in 3 marketers plan to decrease their focus on radio and other traditional media and are turning more toward, you guessed it, digital. 28% of the marketers surveyed say they will shift away from radio while 82% say they plan to shift their focus to mobile (NOTE: See our Mobile panel details at Convergence 2013) and 76% say they plan to spend more of their time on social media.
About the Data: The survey was conducted online within the United States by Inavero on behalf of Aquent and the American Marketing Association among 2,620 marketing professionals, from senior-level executives to entry-level marketers across a variety of industries and organization sizes. Marketing professionals working within agencies represented 24% of responses. Marketers from health-care, financial services, professional services, and retail, e-tail & distributors were also well represented, with each providing more than 15% of the total responses.
The survey was conducted between the Oct. 31 and Nov. 19, 2012. Respondents included marketing professionals on lists provided by both Aquent and AMA. With a pure probability sample of 2,620, one could say with a 95% probability that the overall results have a sampling error of +/- 1.9 percentage points. Sampling error for data from sub-samples is higher and varies.
Read more about this survey HERE
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